Podcast
Questions and Answers
What was the main purpose of the trademark evolution seen in the Moon and Stars logo over time?
What was the main purpose of the trademark evolution seen in the Moon and Stars logo over time?
- To create a new brand identity
- To increase decorative features
- To make it more complex
- To simplify its look (correct)
How does branding contribute to a business's competitive advantage?
How does branding contribute to a business's competitive advantage?
- By lowering prices
- By creating loyalty (correct)
- By increasing operational costs
- By focusing only on product features
Which of the following accurately describes a product?
Which of the following accurately describes a product?
- A legal patent for a trademark
- A tangible asset owned by a business
- Anything offered to satisfy a need or want (correct)
- A marketing strategy to enhance brand identity
What role does a brand play in simplifying for customers?
What role does a brand play in simplifying for customers?
Which of the following is NOT a function of branding for a customer?
Which of the following is NOT a function of branding for a customer?
What is one justification for higher prices due to branding?
What is one justification for higher prices due to branding?
Which aspect of branding provides legal protection for a business?
Which aspect of branding provides legal protection for a business?
What is a key difference between a product and a brand?
What is a key difference between a product and a brand?
What aspect of consumer behavior do personal opinions and evaluations relate to?
What aspect of consumer behavior do personal opinions and evaluations relate to?
Which of the following elements is NOT mentioned as part of brand performance?
Which of the following elements is NOT mentioned as part of brand performance?
What does consumer brand resonance primarily measure?
What does consumer brand resonance primarily measure?
Which of the following is part of the brand imagery association?
Which of the following is part of the brand imagery association?
Which element is likely a competitive challenge for brands?
Which element is likely a competitive challenge for brands?
In what area does color and country-of-origin primarily play a role?
In what area does color and country-of-origin primarily play a role?
Which judgment is directly related to the perceived quality of a brand?
Which judgment is directly related to the perceived quality of a brand?
What primarily influences consumer judgments of a brand?
What primarily influences consumer judgments of a brand?
What is the main purpose of the Brand Pro program?
What is the main purpose of the Brand Pro program?
Which of the following skills are emphasized in the course?
Which of the following skills are emphasized in the course?
Which components are part of the Brand Pro experience?
Which components are part of the Brand Pro experience?
What is one of the key learning objectives of the program?
What is one of the key learning objectives of the program?
What role does the Brand Pro simulation play in the course?
What role does the Brand Pro simulation play in the course?
Which of the following campuses is NOT mentioned as part of the Brand Pro program?
Which of the following campuses is NOT mentioned as part of the Brand Pro program?
Which factor contributes to the competition within the Brand Pro program?
Which factor contributes to the competition within the Brand Pro program?
What is a reason for taking the course mentioned in the content?
What is a reason for taking the course mentioned in the content?
What does brand salience indicate about a brand?
What does brand salience indicate about a brand?
Which factor contributes to strong brand performance?
Which factor contributes to strong brand performance?
What aspect of consumer perception is mainly associated with brand resonance?
What aspect of consumer perception is mainly associated with brand resonance?
What are the components of brand imagery?
What are the components of brand imagery?
Which of the following does NOT contribute to depth of brand awareness?
Which of the following does NOT contribute to depth of brand awareness?
Why is consumer judgment critical in brand equity?
Why is consumer judgment critical in brand equity?
What is characterized as accessible responses in branding?
What is characterized as accessible responses in branding?
What influences consumers' feelings toward a brand?
What influences consumers' feelings toward a brand?
What is a key objective of branding in customer relationships?
What is a key objective of branding in customer relationships?
Which concept is directly related to consumer's judgments of a brand?
Which concept is directly related to consumer's judgments of a brand?
What does brand credibility primarily consist of?
What does brand credibility primarily consist of?
Which aspect of brand consideration reflects the likelihood of a brand being included in customer choice?
Which aspect of brand consideration reflects the likelihood of a brand being included in customer choice?
What is brand superiority concerned with?
What is brand superiority concerned with?
Which of the following best describes emotional responses in relation to a brand?
Which of the following best describes emotional responses in relation to a brand?
How is brand salience defined in the context of consumer feelings?
How is brand salience defined in the context of consumer feelings?
Which factor is NOT part of brand credibility?
Which factor is NOT part of brand credibility?
What do emotional responses towards a brand influence in consumers?
What do emotional responses towards a brand influence in consumers?
Which of the following best characterizes brand imagery?
Which of the following best characterizes brand imagery?
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Study Notes
Marketing Studies I
- The Brand Pro program culminates with 1,700+ students competing for the best Shared Price Index (SPI).
- The program takes place across 3 French and 4 International campuses.
- There is 1 campus winner from each location (France + international), culminating in a global winner.
- The program evaluates student performance through the following factors:
- Relative SPI performance
- Individual MCQ score (Mid-Term Exam)
- Individual performance in the group presentation
- Group presentation grade
- The Brand Pro program includes workshops on Roles and rules, Key decisions, and Running the Simulation.
- In addition to the program, students can utilize the Google Digital Garage Course on Public Speaking to supplement their skills.
- The course is free, 20-minute e-Learning and requires login.
- The course provides tips on speaking effectively.
- Students can also find public speaking resources on YouTube.
- ChatGPT can be used to gain further tips on public speaking.
- The Brand Pro program provides opportunities for students to build their understanding of brand management principles.
- Public speaking skills are emphasized, and the program provides a way for students to hone those skills.
Role of Brands
- The role of brands in Business:
- For Business:
- Positions and builds brand identity
- Differentiates and creates competitive advantage
- Increases margins, justifying higher prices
- Creates loyalty, building bonds and connections
- Provides legal protection through intellectual property rights (trademarks, patents, copyrights)
- For Business:
- The role of brands for a Customer:
- For Customer:
- Informs
- Simplifies
- Increases value
- Creates group identity
- Guarantees
- For Customer:
Defining a Product
- A product is anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want.
- Customer-based brand equity
- The stages of Brand Development focus on consumer and brand interactions across identity, meaning, responses, and relationships.
- Branding objectives, according to Keller (2008), are associated with the brand development process.
- Key objectives include:
- Brand salience: Deep and broad brand awareness
- Brand performance: Strong, favorable, and unique associations
- Brand imagery: Positive and accessible responses
- Brand judgements: Rational
- Brand feelings: Emotional
- Brand resonance: Intensive and active relationships with the brand.
Brand Salience
- Brand awareness or salience is the strength of a brand in the mind of the consumer.
- This is an indicator of how easily a brand comes to mind.
- Salient brands are easily recognized and recalled, and have a strong, clear category membership.
Brand History
- Brand history encompasses links between brand events and personal brand history.
- Key elements of brand history include:
- Color, country-of-origin, and competitive challenges.
Consumer Judgements:
- Judgements refer to personal opinions and consumer evaluations of a brand based on performance and imagery associations.
- These judgements focus on four key areas:
- Brand quality
- Brand credibility
- Brand consideration
- Brand superiority
Consumer Feelings
- Feelings are emotional responses and reactions to a brand.
- Feelings also encapsulate how the bran affects the customer's self-perception and relationship with others.
- Key areas of consumer feelings are:
- Self-esteem,
- Security,
- Social approval,
- Familiarity and warmth,
- Pleasure and excitement,
- Feeling of belonging.
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