Chapter 7 Brands: Brand Portfolio, Brand Associations, Brand Name

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Questions and Answers

Which of the following is NOT a way that marketers can control brand associations?

Product shape and packaging

Personal memories about brands (correct)

Jingles and slogans

Logos, symbols and colors

What is the primary purpose of a brand name?

To suggest the benefits of the product

To honor the company's founder

To convey information about the brand

All of the above (correct)

What is the role of brand colors and fonts?

To visually engage customers

To build brand name meaning over time

To communicate with customers in a shorthand way

All of the above (correct)

Which of the following is NOT a customer benefit of branding?

Allows for premium prices Signup and view all the answers

What is the hierarchy of brand associations, from most concrete to most abstract?

Concrete product attributes, abstract product benefits, status symbols Signup and view all the answers

Which of the following is NOT a company benefit of branding?

Decreases risk for customers Signup and view all the answers

Which of the following is an accurate statement about abstract emotional benefits?

They are harder to create and communicate, but more meaningful. Signup and view all the answers

What is the primary purpose of brand communities according to the text?

To facilitate customer bonding over their shared attachment to a brand. Signup and view all the answers

What does the brand association network depict?

The strength of connections between brand associations and the brand name. Signup and view all the answers

Which of the following is a characteristic of the umbrella approach to branding strategies?

It attaches the same brand name to multiple products. Signup and view all the answers

What does the text suggest about brand personalities?

They capture specific information about the brand and holistic perceptions about the brand. Signup and view all the answers

What does the text suggest about how consumers experience brands?

Consumers experience brands affectively, intellectually, and behaviorally. Signup and view all the answers

What is the primary customer benefit of branding?

Enhancing predictability for customers Signup and view all the answers

How do brand personalities contribute to brand equity?

By creating emotional connections with customers Signup and view all the answers

Which of the following is a company benefit of branding?

Building stronger brand associations Signup and view all the answers

In the hierarchy of brand associations, what typically comes after brand attributes?

Brand benefits Signup and view all the answers

What does the brand association network primarily depict?

The interrelatedness of brand attributes and benefits Signup and view all the answers

How do brand personalities differ from brand attributes in the context of branding?

Brand personalities evoke emotional responses, while attributes describe functional features. Signup and view all the answers

What is a primary customer benefit of branding according to the text?

Decreasing risk Signup and view all the answers

How do brand names and logos primarily communicate with customers?

As a shorthand way of communication Signup and view all the answers

What is a key company benefit of branding mentioned in the text?

Increasing repeat purchasing Signup and view all the answers

In the context of brand associations, what are some elements that marketers can control?

Product shape & packaging Signup and view all the answers

From concrete to abstract, what is the hierarchy of brand associations aimed at achieving?

Increasing customer loyalty Signup and view all the answers

Which of the following elements is NOT related to the concept of brand personalities?

Marketing strategies Signup and view all the answers

Which of the following is a key customer benefit of branding?

Brands help customers achieve their ideal self. Signup and view all the answers

What does a brand's personality capture?

Both specific information about the brand and abstract emotional benefits. Signup and view all the answers

What does the brand association network depiction in the text primarily illustrate?

The connections between different associations linked to a brand name. Signup and view all the answers

What is the hierarchy of brand associations from most concrete to most abstract?

Concrete product attributes, abstract product benefits, abstract emotional benefits. Signup and view all the answers

Which of the following is identified as a key company benefit of branding in the text?

Brands are easy to communicate and hard for competitors to copy. Signup and view all the answers

Study Notes

Branding Fundamentals

The primary purpose of a brand name is to identify a product or service.
Brand colors and fonts play a role in creating brand recognition and associations.

Brand Associations

The hierarchy of brand associations, from most concrete to most abstract, is: brand attributes, brand benefits, and brand attitudes.
Marketers can control brand associations through brand names, logos, brand colors, fonts, and brand personalities.
The brand association network depicts the connections between a brand's attributes, benefits, and attitudes.

Branding Benefits

Primary customer benefits of branding include: building loyalty, conveying quality, and creating emotional connections.
Key company benefits of branding include: building brand equity, differentiating from competitors, and increasing customer loyalty.

Brand Personalities

A brand's personality captures its human-like characteristics, such as values, traits, and attitudes.
Brand personalities contribute to brand equity by creating emotional connections with customers.
Brand personalities differ from brand attributes in that they are more abstract and subjective.

Brand Communities

The primary purpose of brand communities is to create a sense of belonging among customers.

Branding Strategies

The umbrella approach to branding strategies involves using a single brand name across multiple products or services.
Marketers can use branding strategies to control brand associations and create a consistent brand image.

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Description

Explore concepts related to brands in Chapter 7, including brand portfolio, brand associations, and brand names. Learn about the qualities associated with a brand's name, how marketers control brand associations, and the importance of choosing the right brand name.