BRAND MANAGEMENT EXAM 2

A set of human characteristics associated with a brand name - Answer-brand personality What functions does a brand personality serve? - Answer-1. Represents/ communicates functional benefits 2. Provides energy 3. Defines a brand relationship 4. Guides brand - building programs 5. Helps understand the customer 6. Softens another association How do you express a brand's personality? - Answer-• a charismatic ceo •an advertising campaign •a sponsorship •a customer's interaction style •a brand's employees •a spokesperson, voice, or character What are aaker's dimensions of brand personality? - Answer-Sincerity- domestic, honest, genuine, & cheerful. Excitement- daring, spirited, imaginative, & up to date. Competence- reliability, responsible, dependable, & efficient. Sophistication- glamorous, presentation, charming, & romantic Ruggedness- tough, strong, outdoorsy, & rugged What advantages does a strong and authentic brand personality offer the brand? - Answer-Adds to visibility of the brand Differentiates Increases loyalty Very difficult to copy What seven values seem to be the most meaningful for the organizational brand? - Answer--perceived quality -innovation -concern for customers -success/size -going local -environme