csfrst 2300 exam 1 study guide
questions with complete solutions
brand concept - Answer-the specific meaning that brand managers create and
communicate to the target market
brand decisions - Answer-brand positioning, brand name selection, brand sponsorship
(manufacturer, distributor, licensed)
brand equity - Answer-the differential effect that knowing the brand name has on
customer response to the product or its marketing
brand extensions - Answer-a new product sold with the same brand name as a strong
existing brand
brand identity elements - Answer-name, logo, tagline, color palette, architecture and
interior design, sounds
brand manager - Answer-a manager who has direct responsibility for one brand or one
product line; called a product manager in some firms
brand personality - Answer-set of traits people attribute to a product as if it were a
person
brand positioning - Answer-A branding strategy in which marketers create a certain
image or impression of a brand as compared to those of competitors' brands.
brand promise - Answer-A business's agreement (spoken or unspoken) with customers
that it will consistently meet their expectations and deliver on its brand characteristics
and values.
brand life cycle - Answer-introduction, growth, maturity, decline
branding process - Answer-brand awareness, brand image, brand equity, brand loyalty
brand vision - Answer-a statement of what the brand is trying to accomplish in the future
in the marketplace and with their consumers' lives
buyer persona - Answer-a semi-fictional representation of your ideal customer based on
market research and real data about your existing customers.
co-branding - Answer-the practice of using the established brand names of two different
companies on the same product
questions with complete solutions
brand concept - Answer-the specific meaning that brand managers create and
communicate to the target market
brand decisions - Answer-brand positioning, brand name selection, brand sponsorship
(manufacturer, distributor, licensed)
brand equity - Answer-the differential effect that knowing the brand name has on
customer response to the product or its marketing
brand extensions - Answer-a new product sold with the same brand name as a strong
existing brand
brand identity elements - Answer-name, logo, tagline, color palette, architecture and
interior design, sounds
brand manager - Answer-a manager who has direct responsibility for one brand or one
product line; called a product manager in some firms
brand personality - Answer-set of traits people attribute to a product as if it were a
person
brand positioning - Answer-A branding strategy in which marketers create a certain
image or impression of a brand as compared to those of competitors' brands.
brand promise - Answer-A business's agreement (spoken or unspoken) with customers
that it will consistently meet their expectations and deliver on its brand characteristics
and values.
brand life cycle - Answer-introduction, growth, maturity, decline
branding process - Answer-brand awareness, brand image, brand equity, brand loyalty
brand vision - Answer-a statement of what the brand is trying to accomplish in the future
in the marketplace and with their consumers' lives
buyer persona - Answer-a semi-fictional representation of your ideal customer based on
market research and real data about your existing customers.
co-branding - Answer-the practice of using the established brand names of two different
companies on the same product
