Brand Management (A+ Graded Already)

Monolithic Brand correct answers a structure where the company relies solely on a corporate brand brand equity correct answers defines the value of the brand and can refer to two understandings of brand value, namely a strategic, subjective understanding or as a financial one, being the objective expression of the value of the brand. brand extension correct answers extending an existing brand name to new product categories brand genealogy correct answers a managerial mindset introduced in the cultural branding model (Holt 2004) where the brand manager goes back and uncovers the brand's history. brand icon correct answers is considered the holy grail of brand management. Exclusive elite of valuable brands. Obtains that status by playing an active role in contemporary culture. brand image correct answers the consumers' perceptions and set of beliefs about a brand which, in turn, shape their attitudes brand revitalization correct answers A strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity. brand stretch correct answers It is assumed that all brands have a core that should stay the same over the course of time When a brand is extended into new product categories, or joins co-branding ventures, its identity is ... employee branding correct answers 'the process by which employees internalize the desired brand image and are motivated to project the image to customers and other organizational constituents' employer branding correct answers relates to strategies for communicating about a company as an attractive employer to both current and potential employees. living the brand correct answers is an end-goal in the process of engaging employees in the branding process. mean that employees incorporate and live brand values and thereby deliver the brand promise fully to consumers. direct representation correct answers memory representation of a brand: are direct (non-verbal) sensory sensations such as: what does a brand look like or how does it feel? Sensory representations also include how packaging and advertisements look. - Auditory representation - visual images - taste - smells