Strategic Brand Management Summary New and Latest
Brand - ✔ a name, term, sign, symbol or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them
from those of competition.
Brand (industry's concept) - ✔ something that has created a certain amount of
awareness, reputation, prominence and so on, in the marketplace.
Brand elements - ✔ the different components of a brand that identify and differentiate it.
Product - ✔ anything we can offer to a market for attention, acquisition, use, or
consumption that might satisfy a need or want.
Core benefit level - ✔ the fundamental need or want that consumers satisfy by
consuming the product or service.
Generic product level - ✔ a basic version of the product containing only those attributes
or characteristics absolutely necessary for its functioning but with no distinguishing
features.
Expected product level - ✔ a set of attributes or characteristics that buyers normally
expect and agree to when they purchase a product.
Augmented product level - ✔ includes additional product attributes, benefits or related
services that distinguish the product from competitors.
Potential product level - ✔ includes all the augmentations and transformations that a
product might ultimately undergo in the future.
Consumer - ✔ all types of customers, including individuals as well as organizations.
Search goods - ✔ consumers can evaluate product attributes like sturdiness, size, color,
style, design, weight and ingredient composition by visual inspection.
Experience goods - ✔ consumers cannot assess product attributes like durability, service
quality, safety, and ease of handling or use so easily by inspection and actual product trial
and experience is necessary.
Credence goods - ✔ consumers may rarely learn product attributes.
Functional risk - ✔ the risk associated with the product's performance.
Physical risk - ✔ the risk of harm or injury from using the product.
,Financial risk - ✔ the risk of monetary loss associated with the purchase.
Social risk - ✔ the risk of social embarrassment or disapproval from using the product.
Psychological risk - ✔ the risk of negative emotional impact from using the product.
Time risk - ✔ the risk associated with the time spent on the purchase or use of the
product.
Intellectual property rights - ✔ ensure that the firm can safely invest in the brand and
reap the benefits of a valuable asset.
Branding - ✔ creates mental structures and helps consumers organize their knowledge
about products and services.
Physical goods - ✔ traditionally associated with brands and include many of the best-
known and highly regarded consumer products.
Business-to-business products - ✔ the B2B market makes up a huge percentage of the
global economy.
High-tech products - ✔ these firms often lack any kind of brand strategy and sometimes
see branding as simply naming their products.
Services - ✔ although strong service brands have existed for years, the pervasiveness of
service branding and its sophistication have accelerated in the past decade.
Professional services - ✔ offer specialized expertise and support to other businesses and
organizations.
Retailers and distributors - ✔ Brands help retailers create an image and establish
positioning.
Digital brands - ✔ Online marketers now realize the realities of brand building.
Off-line activities - ✔ Strategies to attract customers to online platforms.
Unique value propositions - ✔ Distinct benefits offered to specific customer groups.
Brand recognition - ✔ Awareness of a brand's identity and offerings.
Brand meanings - ✔ Interpretations derived from programs and products.
Sports marketing - ✔ Promotion of sports teams through diverse strategies.
, Brand symbols - ✔ Visual representations contributing to brand identity.
Licensing agreements - ✔ Contracts allowing use of brand symbols for profit.
Place marketing - ✔ Campaigns to enhance location awareness and appeal.
Slogans - ✔ Catchy phrases representing ideas or causes.
Brand relevance - ✔ Importance of maintaining brand significance over time.
Digital native vertical brands - ✔ Brands originating online, selling directly to consumers.
Disintermediation - ✔ Removal of intermediaries in distribution channels.
Reintermediation - ✔ Introduction of new intermediaries in distribution.
Information asymmetry - ✔ Unequal knowledge between producers and consumers.
Customer experiences - ✔ Interactions that shape consumer perceptions of a brand.
Traditional advertising erosion - ✔ Decline of conventional media in marketing.
Brand equity - ✔ Marketing effects uniquely linked to a brand.
Strategic brand management - ✔ Designing programs to build and manage brand equity.
Brand positioning model - ✔ Framework for maximizing competitive marketing
advantages.
Brand resonance model - ✔ Strategy to foster customer loyalty and relationships.
Brand value chain - ✔ Process tracing brand value creation and impact.
Secondary associations - ✔ Connections between brands and other entities.
Brand audits - ✔ Comprehensive evaluations of brand health and equity.
Customer attention - ✔ Consumer focus influenced by digital connectivity.
Content producers - ✔ Consumers creating and sharing information online.
360-degree view - ✔ Comprehensive understanding of customer preferences.
Negative brand news - ✔ Adverse information that can damage brand value.
Brand - ✔ a name, term, sign, symbol or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them
from those of competition.
Brand (industry's concept) - ✔ something that has created a certain amount of
awareness, reputation, prominence and so on, in the marketplace.
Brand elements - ✔ the different components of a brand that identify and differentiate it.
Product - ✔ anything we can offer to a market for attention, acquisition, use, or
consumption that might satisfy a need or want.
Core benefit level - ✔ the fundamental need or want that consumers satisfy by
consuming the product or service.
Generic product level - ✔ a basic version of the product containing only those attributes
or characteristics absolutely necessary for its functioning but with no distinguishing
features.
Expected product level - ✔ a set of attributes or characteristics that buyers normally
expect and agree to when they purchase a product.
Augmented product level - ✔ includes additional product attributes, benefits or related
services that distinguish the product from competitors.
Potential product level - ✔ includes all the augmentations and transformations that a
product might ultimately undergo in the future.
Consumer - ✔ all types of customers, including individuals as well as organizations.
Search goods - ✔ consumers can evaluate product attributes like sturdiness, size, color,
style, design, weight and ingredient composition by visual inspection.
Experience goods - ✔ consumers cannot assess product attributes like durability, service
quality, safety, and ease of handling or use so easily by inspection and actual product trial
and experience is necessary.
Credence goods - ✔ consumers may rarely learn product attributes.
Functional risk - ✔ the risk associated with the product's performance.
Physical risk - ✔ the risk of harm or injury from using the product.
,Financial risk - ✔ the risk of monetary loss associated with the purchase.
Social risk - ✔ the risk of social embarrassment or disapproval from using the product.
Psychological risk - ✔ the risk of negative emotional impact from using the product.
Time risk - ✔ the risk associated with the time spent on the purchase or use of the
product.
Intellectual property rights - ✔ ensure that the firm can safely invest in the brand and
reap the benefits of a valuable asset.
Branding - ✔ creates mental structures and helps consumers organize their knowledge
about products and services.
Physical goods - ✔ traditionally associated with brands and include many of the best-
known and highly regarded consumer products.
Business-to-business products - ✔ the B2B market makes up a huge percentage of the
global economy.
High-tech products - ✔ these firms often lack any kind of brand strategy and sometimes
see branding as simply naming their products.
Services - ✔ although strong service brands have existed for years, the pervasiveness of
service branding and its sophistication have accelerated in the past decade.
Professional services - ✔ offer specialized expertise and support to other businesses and
organizations.
Retailers and distributors - ✔ Brands help retailers create an image and establish
positioning.
Digital brands - ✔ Online marketers now realize the realities of brand building.
Off-line activities - ✔ Strategies to attract customers to online platforms.
Unique value propositions - ✔ Distinct benefits offered to specific customer groups.
Brand recognition - ✔ Awareness of a brand's identity and offerings.
Brand meanings - ✔ Interpretations derived from programs and products.
Sports marketing - ✔ Promotion of sports teams through diverse strategies.
, Brand symbols - ✔ Visual representations contributing to brand identity.
Licensing agreements - ✔ Contracts allowing use of brand symbols for profit.
Place marketing - ✔ Campaigns to enhance location awareness and appeal.
Slogans - ✔ Catchy phrases representing ideas or causes.
Brand relevance - ✔ Importance of maintaining brand significance over time.
Digital native vertical brands - ✔ Brands originating online, selling directly to consumers.
Disintermediation - ✔ Removal of intermediaries in distribution channels.
Reintermediation - ✔ Introduction of new intermediaries in distribution.
Information asymmetry - ✔ Unequal knowledge between producers and consumers.
Customer experiences - ✔ Interactions that shape consumer perceptions of a brand.
Traditional advertising erosion - ✔ Decline of conventional media in marketing.
Brand equity - ✔ Marketing effects uniquely linked to a brand.
Strategic brand management - ✔ Designing programs to build and manage brand equity.
Brand positioning model - ✔ Framework for maximizing competitive marketing
advantages.
Brand resonance model - ✔ Strategy to foster customer loyalty and relationships.
Brand value chain - ✔ Process tracing brand value creation and impact.
Secondary associations - ✔ Connections between brands and other entities.
Brand audits - ✔ Comprehensive evaluations of brand health and equity.
Customer attention - ✔ Consumer focus influenced by digital connectivity.
Content producers - ✔ Consumers creating and sharing information online.
360-degree view - ✔ Comprehensive understanding of customer preferences.
Negative brand news - ✔ Adverse information that can damage brand value.
