Marketing Principles Quiz

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Questions and Answers

Which marketing approach emphasizes the creation of experiences for consumers?

One-to-One Marketing

Permission Marketing

Mass Customization

Experiential Marketing (correct)

What type of pricing strategy involves charging based on the perceived value to the customer?

Value Pricing (correct)

Dynamic Pricing

Competitive Pricing

Cost-Plus Pricing

Which of the following is NOT a direct channel option in marketing?

Retail Stores

Wholesalers (correct)

Telemarketing

Company Website

Which concept relates to customizing products for individual consumers?

Mass Customization Signup and view all the answers

What is the primary focus of relationship marketing?

Building long-term customer connections Signup and view all the answers

What is a primary benefit of using brand characters in advertising?

They tend to be attention-getting and useful for creating brand awareness. Signup and view all the answers

Which of the following statements about the adaptability of logos is correct?

Logos are easier to adapt over time compared to brand names. Signup and view all the answers

Which caution should be considered when using brand characters?

They can dominate other brand elements and dampen brand awareness. Signup and view all the answers

What is one of the main functions of slogans in marketing?

To summarize and translate the intent of a marketing program. Signup and view all the answers

What aspect of brand characters enhances the consumer's relationship with the brand?

Their human-like characteristics. Signup and view all the answers

What should be considered when designing effective slogans?

Slogans should contribute to brand equity in multiple ways. Signup and view all the answers

Why might slogans be indispensable in marketing?

They create strong links between the brand and product categories. Signup and view all the answers

What is the fiscal year specified for the strategic brand planning?

2024 Signup and view all the answers

How many years are covered by the strategic brand planning framework?

3 years Signup and view all the answers

Which phase focuses on the brand's identity?

Phase 1: Identity Signup and view all the answers

What type of statement is required for each brand as part of the strategic brand planning?

Brand Positioning Statement Signup and view all the answers

What is contained in the 'Key Measurement of Success' for each phase?

Indicators of success based on actions and dimensions Signup and view all the answers

What is the role of the Brand Manager in the management review process?

To present the developed brand strategies for approval Signup and view all the answers

Which of the following is NOT listed as a building block in the brand planning framework?

Market Share Signup and view all the answers

Which of the following models is included in the Brand Marketing Plan?

Brand Value Chain Signup and view all the answers

What is the primary purpose of the brand mantra?

To express the brand's core essence Signup and view all the answers

What phase corresponds to the development of Brand Identity in the course framework?

Phase 1: Brand Identity Signup and view all the answers

Which component is essential for timely and specification-compliant group submissions?

Course Plan and Approach Signup and view all the answers

In which phase is the performance of the brand evaluated?

Phase 2: Meaning Signup and view all the answers

In which phase is the Brand Resonance Model analyzed?

Phase 3: Brand Response Signup and view all the answers

What year marks the beginning of the three-year strategic brand planning framework?

2024 Signup and view all the answers

Which element is essential for visual representation in the brand planning process?

Visual pegs Signup and view all the answers

Which of the following roles is responsible for developing the Brand Marketing Plan?

Brand Manager Signup and view all the answers

What is the purpose of the Strategic Brand Plan in the marketing program?

To guide the overall brand direction Signup and view all the answers

Which of the following is NOT a phase in the Brand Marketing Program?

Brand Pricing Signup and view all the answers

How is peer evaluation incorporated into the branding process?

As part of the grading rubric Signup and view all the answers

What is the main focus during Phase 4 of the Brand Marketing Program?

Nurturing brand relationships Signup and view all the answers

What is one primary focus of the Brand Management course?

Examining brand construction and management Signup and view all the answers

Which of the following statements about brands is true?

Brands are crucial for long-term profitability. Signup and view all the answers

What is a primary objective of the Brand Management course?

To develop visualization of brand management topics Signup and view all the answers

How is the course conducted according to the outline?

In a workshop style format Signup and view all the answers

What does the course view as a fundamental element of strategic brand management?

The role of brand perception Signup and view all the answers

What does the theme of the course imply about its structure?

Real-world industry practice is integrated with academic theories Signup and view all the answers

Why are brands considered valuable corporate assets?

They provide a competitive advantage and drive profitability. Signup and view all the answers

What role do brands play in a firm's performance?

They enhance consumer loyalty and market differentiation. Signup and view all the answers

What is emphasized about recording during the onsite class?

Recording is strictly prohibited. Signup and view all the answers

Study Notes

Course Information

Course: MM 5720 Brand Management
Module: 3, Brand Elements and Marketing Programs
Prerequisite: Course Pre/Co-requisite
Topic: Brand Elements and Marketing Programs to Build Brand Equity
Prepared by: Romualdo A. Romualdo, MBA, RME

Course Theme

Theme: The Academe Theories Meet the Industry Practice
Workshop style course
Focus on a company/brand, product/service for hypothetical use only
Aim to enhance visualization of topics and support the development of course outputs
Recording is not allowed; students are encouraged to be attentive during onsite class at all times.

Three-Year Strategic Brand Planning Framework

A framework outlined for a three-year strategic brand planning
Phases include:
- Phase 1: Identity (Who are you?) – Salience
- Phase 2: Meaning (What are you?) – Performance/Imagery
- Phase 3: Response (What about you?) – Judgments/Feelings
- Phase 4: Relationships (What about you and me?) – Resonance
Includes sub-dimensions, actionable points, timelines, and key measurements of success for each phase

Module 6-A: Brand Elements and Marketing Programs

Synchronous:
- Module 6-A: Brand Elements and Marketing Programs to Build Brand Equity
- Criteria for choosing brand elements
- Options and tactics: types of brand elements,
Asynchronous:
- Individual review of provided lecture
- Supplementary readings (8 impactful branding trends for 2022 -8 impactful branding trends for 2022 - 99designs -Eight Branding and Design Trends to Follow In 2022 -Eight Branding and Design Trends to Follow In 2022 (forbes.com))
- Group (CO3 G 25%) alignment & agreement on Brand Elements to be used for Marketing Programs

Learning Objectives

Identify different types of brand elements
List general criteria for choosing brand elements
Describe key tactics in choosing different brand elements
Explain rationale for "mixing and matching" brand elements

Brand Elements

Brand elements are trademarkable devices that identify and differentiate the brand
Includes (but not limited to):
- Logo and symbols
- Brand names
- Packaging
- Slogans
- Characters
- URLs
- Jingle

Criteria for Choosing Brand Elements

Memorable
Meaningful
Likable
Transferable
Adaptable
Protectable

Brand Name Guidelines and Procedures

Simplicity and ease of pronunciation & spelling
Familiarity and meaningfulness
Differentiated, distinctive, and unique
Brand associations Naming procedures - define objectives, generate names, screen initial candidates, study candidate names, research final candidates, and select the final name

Uniform Resource Locators (URLs)

Specify locations of pages on the Web
Known as domain names
Protect the brands from unauthorized use.
Cybersquatting is bad-faith use for profit

Logos and Symbols

Indicate origin, ownership, and association
Range from corporate names to abstract designs
Can be completely unrelated to the corporate name or activities.

Characters

Special type of brand symbol
Takes on human or real-life characteristics
Introduced through advertising and ad campaigns
Important role in package designs

Slogans

Short phrases that communicate descriptive or persuasive information about a brand
Function as hooks or handles for consumers to grasp meaning of the brand
A means to summarize and translate the marketing program's intent

Jingles

Musical messages written to represent a brand
Catchy hooks and choruses that become familiar
Enhance brand awareness through clever repetition and creativity

Packaging

Design and production of containers or wrappers from the firm and consumers’ perspective
Packaging needs to identify the brand, convey descriptive and persuasive information, facilitate transportation, assist at home storage, and aid consumption.
Innovations create a competitive edge
Packaging can affect consumer perceptions

Packaging Changes

Firms change packaging to signal price changes, sell products more effectively, or with a common look for product line expansion
New products and innovation also necessitate alterations
Outdated packaging needs replacement

Packaging Innovations

Lower costs can be achieved by using more recyclable materials.
Innovations can also expand the market

Marketing programs

Combining new perspectives with strategies, pricing, and distribution for better consumer ties
Reconciling different marketing approaches

Course Plan and Approach

This course offers comprehensive exploration of brands, brand equity, and strategic brand management
Brands are significant assets, crucial for competitive advantage and profitability
Examines brand perception, construction, management, and evaluation (for organizational superiority & sustainable profit).

Opening Case Study

Develop brand models for FY 2025
Create a three-year strategic brand planning framework for SBP 2025-2028
Include brand marketing programs for SBP 2025 – 2028

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Description

Test your knowledge on various marketing approaches and strategies with this comprehensive quiz. Questions cover topics such as relationship marketing, pricing strategies, brand characters, and the importance of slogans in advertising. Perfect for students and professionals looking to assess their understanding of key marketing concepts.