Explain the following concepts: 1) Unaided awareness. 2) Brand Association. 3) Composite Co-Branding. 4) Range Brand. 5) Corporate Image. 6) Service Brand.

Understand the Problem

The question paper presents a series of academic questions focused on brand building concepts and strategies. It asks for explanations, analysis, and case studies related to branding, along with short notes on various related topics.

Answer

Definitions: 1) Unaided awareness: recall without prompts. 2) Brand association: linked ideas. 3) Composite co-branding: two brands merged. 4) Range brand: connected products under one name. 5) Corporate image: public perception. 6) Service brand: identity of service brands.

Unaided awareness refers to the level of brand recall without prompts. 2) Brand association consists of the ideas or qualities linked to a brand in consumers' minds. 3) Composite co-branding merges two or more brands into a unified product. 4) A range brand covers a set of connected products under a single brand name. 5) Corporate image is the public perception of a company, including its reputation and identity. 6) Service brand focuses on the identity and experience delivered by service-oriented brands.

More Information

Unaided awareness is crucial in evaluating brand strength, while brand association can influence consumer preference and loyalty. Composite co-branding can create synergistic benefits for the involved entities while expanding market reach. A strong corporate image is vital for competitive advantage.

Tips

Common mistakes include confusing brand recall with brand recognition. Recall is about remembering without cues, while recognition involves identification with cues.

Sources

Brand awareness explained: three levels to champion - brandperformance.me
Brand Awareness: The Ultimate Guide - Qualtrics - qualtrics.com
Brand awareness - Wikipedia - en.wikipedia.org

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