Marketing Management Exam 1 UARK:
Complete Study Guide & Key Concepts
2026
What is branding? - ANSWER ✔✨---a name, term, design, symbol, or any identifier of a sellers
goods or services
(the process of endowing products and services with the power of a brand)
Brand reinforcement - ANSWER ✔✨---requires the brand to always move forward, consistently
convey the brands meaning.
brand revitalization - ANSWER ✔✨---starts with the product. understand what the sources of
brand equity were to begin with.
brand extension - ANSWER ✔✨---uses an established brand to introduce a new product
parent brand - ANSWER ✔✨---existing brand that gives birth to a brand extension or sub-brand
brand line - ANSWER ✔✨---all products, original and extensions, sold under a particular brand
, brand mix/assortment - ANSWER ✔✨---set of all brand lines that a particular seller makes
licensed products - ANSWER ✔✨---brand name licensed to other manufacturers to make the
product
house of brands - ANSWER ✔✨---use of individual or separate family brand names
branded house - ANSWER ✔✨---umbrella corporate or company brand name. often useful to have
a well-defined flagship product (best sellers)
flankers - ANSWER ✔✨---positioned with respect to competitors' brands so that more important
(and more profitable) flagship brands can retain their desired positioning.
cash cows - ANSWER ✔✨---kept around despite dwindling sales because they manage to maintain
their profitability with not much marketing support
low-end - ANSWER ✔✨---"traffic-builders" to attract customers to the brand franchise and trade
up customers to a higher-priced brand
high-end - ANSWER ✔✨---to add prestige and credibility to the entire portfolio
5-C Framework - ANSWER ✔✨---customers, company, collaborators, competitors, context
customer value - ANSWER ✔✨---customers assessment of how much an offering fulfills their
needs. determined by customer needs, benefits and cost of offering and alternatives
collaborator value - ANSWER ✔✨---the offerings ability to help collaborators achieve their goals
better than the alternative offerings
company value - ANSWER ✔✨---sum of all benefits/costs, relative to company's goals and value of
other available opportunity
Complete Study Guide & Key Concepts
2026
What is branding? - ANSWER ✔✨---a name, term, design, symbol, or any identifier of a sellers
goods or services
(the process of endowing products and services with the power of a brand)
Brand reinforcement - ANSWER ✔✨---requires the brand to always move forward, consistently
convey the brands meaning.
brand revitalization - ANSWER ✔✨---starts with the product. understand what the sources of
brand equity were to begin with.
brand extension - ANSWER ✔✨---uses an established brand to introduce a new product
parent brand - ANSWER ✔✨---existing brand that gives birth to a brand extension or sub-brand
brand line - ANSWER ✔✨---all products, original and extensions, sold under a particular brand
, brand mix/assortment - ANSWER ✔✨---set of all brand lines that a particular seller makes
licensed products - ANSWER ✔✨---brand name licensed to other manufacturers to make the
product
house of brands - ANSWER ✔✨---use of individual or separate family brand names
branded house - ANSWER ✔✨---umbrella corporate or company brand name. often useful to have
a well-defined flagship product (best sellers)
flankers - ANSWER ✔✨---positioned with respect to competitors' brands so that more important
(and more profitable) flagship brands can retain their desired positioning.
cash cows - ANSWER ✔✨---kept around despite dwindling sales because they manage to maintain
their profitability with not much marketing support
low-end - ANSWER ✔✨---"traffic-builders" to attract customers to the brand franchise and trade
up customers to a higher-priced brand
high-end - ANSWER ✔✨---to add prestige and credibility to the entire portfolio
5-C Framework - ANSWER ✔✨---customers, company, collaborators, competitors, context
customer value - ANSWER ✔✨---customers assessment of how much an offering fulfills their
needs. determined by customer needs, benefits and cost of offering and alternatives
collaborator value - ANSWER ✔✨---the offerings ability to help collaborators achieve their goals
better than the alternative offerings
company value - ANSWER ✔✨---sum of all benefits/costs, relative to company's goals and value of
other available opportunity
