Marketing Management - Tutorial 1 & 2

Anything offered to meet customer needs or wants, including physical goods, services, people, places, and ideas.

Products can be tangible and consistent, with clear ownership and separation between production and consumption.

The core benefit addresses the fundamental need a product fulfills. Example: Transportation for a car.

The basic version of a product that meets minimum customer expectations. Example: A basic car with wheels and an engine.

This level includes features customers expect from a product category. Example: A car with safety features and comfort.

The core benefit, generic product, expected product, and additional features beyond expectations. Example: A car with a warranty, roadside assistance, and a loyalty program.

The potential future of a product with all possible enhancements and improvements. Example: A car that drives itself and runs on solar energy.

Intangible, variable services are simultaneously produced and consumed, lacking ownership. Example: A haircut, a concert, a consultation.

The unique set of characteristics and values that make a brand stand out and memorable.

A brand with a clear identity tends to have a longer lifespan because it remains consistent in its messaging and offerings to customers.

A framework that helps analyze and understand brand identity through six facets: Physique, Personality, Culture, Relationship, Reflection, and Self-Image.

The overall impression the public forms about a brand based on its messages and activities.

A clear statement that outlines the brand's unique selling point, helping to establish its relevance and advantage over competitors.

The primary benefit a brand offers to its target market.

The specific group of individuals a brand aims to reach with its messaging and products.

The essence of a brand captures its core promise or value in a concise way, representing what it fundamentally stands for.

Visual symbols, emblems, or characters used by brands to reinforce identity and recognition.

Brands need a stable identity for consistency but should adapt their positioning over time to respond to changing market demands.

The product itself is the foundation of a brand's identity, defining its core attributes and functionality.

Brands simplify consumer choice by offering a clear and recognizable identity, helping customers quickly identify products that align with their preferences.

Brand charters or graphic identity guides are documents that ensure consistent visual representation of a brand's identity across all platforms.

The set of human characteristics associated with a brand, shaping how consumers perceive and connect with it.

A brand's personality helps it stand out in the market by offering symbolic value beyond product attributes.

Aaker's framework identifies five primary dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness, each representing different aspects of brand character.

A brand personality that emphasizes trustworthiness, intelligence, and success, appealing to consumers who value trust and security.

A brand personality associated with luxury, charm, and elegance, targeting consumers who aspire to an upper-class lifestyle.

A brand personality that portrays toughness, masculinity, and outdoor traits, appealing to consumers who value strength and resilience.

Focusing on a few brand personality dimensions that best represent the brand's core values and positioning.

Direct associations like employees, users, and endorsers can contribute to a brand's personality.

Indirect associations like product attributes, logo, advertising, and distribution shape a brand's personality.

Standardized scale developed by Jennifer Aaker to measure brand personality.

Testing the brand personality scale for stability and reliability across different consumer groups.