branding exam 2 ALREADY PASSED
what is the process for creating a brand vision? - =1.) Conduct an in-depth analysis
2.) Identify all aspirational associations
3.) Prioritize Brand Vision Elements
4.) Create the brand essence
5.) Develop the brand position
what to look at when conducting an in-depth analysis - =customer segments, competitors, market
trends, environmental forces, current strengths and weaknesses, business strategies
brand associations - =attributes, functional benefits, applications, user imagery, brand
personality, organizational programs and values, as well as self-expressive emotional, or social
benefits; should represent points of differentiation
Point of Parity *on test* - =associations that are not necessarily unique to the brand but may be
shared by other brands; usually not the reason to choose a brand, but their absence can be the
reason to drop a brand
point of differentiation *on test* - =attributes or benefits consumers strongly associate with a
brand, positively evaluate, and believe they could not find to the same extent with a competing
brand (points where your brand claims superiority or exclusivity with the category)
what to look at when identifying all aspirational associations - =brand associations, points of
parity, and points of differentiation
how to prioritize brand and vision elements - =1.) establish which are the core elements and
which will be extended elements
2.) the core elements will be the most impactful and will drive brand-building activities
brand essence - =a single thought that captures the core identity of the brand
-ex.) amazon: the world's most customer-centric retailer
, -ex.) Nike: Just do It
-ex.) BMW: the ultimate driving machine
brand position *on test* - =position according to your strengths or focus on your aspirational
associations
How do you adapt an existing brand vision? *on test* - =1.) emphasize different elements of the
brand vision
2.) spin the brand story for the local market
3.) augment the vision with additional vision elements
strategic imperatives - =investment in an asset, a skill, or a program that is essential if a brand
promise is to be delivered upon
brand personality - =the set of human characteristics associated with a brand
Scott Talgo quote - ="A brand that captures your mind gains behavior. A brand that captures
your heart gains commitment"
what functions does a brand personality serve? - =1.) represents and communicates functional
benefits
2.) provides energy
3.) defines a brand relationship
4.) guides brand building programs
5.) helps the brand understand the customer
6.) softens another association
how do you express a brand's personality? - =a charismatic CEO, an advertising campaign, a
sponsorship, a customer interaction style, a brand's employees, a spokesperson, voice, or
character, any visual brand elements
what is the process for creating a brand vision? - =1.) Conduct an in-depth analysis
2.) Identify all aspirational associations
3.) Prioritize Brand Vision Elements
4.) Create the brand essence
5.) Develop the brand position
what to look at when conducting an in-depth analysis - =customer segments, competitors, market
trends, environmental forces, current strengths and weaknesses, business strategies
brand associations - =attributes, functional benefits, applications, user imagery, brand
personality, organizational programs and values, as well as self-expressive emotional, or social
benefits; should represent points of differentiation
Point of Parity *on test* - =associations that are not necessarily unique to the brand but may be
shared by other brands; usually not the reason to choose a brand, but their absence can be the
reason to drop a brand
point of differentiation *on test* - =attributes or benefits consumers strongly associate with a
brand, positively evaluate, and believe they could not find to the same extent with a competing
brand (points where your brand claims superiority or exclusivity with the category)
what to look at when identifying all aspirational associations - =brand associations, points of
parity, and points of differentiation
how to prioritize brand and vision elements - =1.) establish which are the core elements and
which will be extended elements
2.) the core elements will be the most impactful and will drive brand-building activities
brand essence - =a single thought that captures the core identity of the brand
-ex.) amazon: the world's most customer-centric retailer
, -ex.) Nike: Just do It
-ex.) BMW: the ultimate driving machine
brand position *on test* - =position according to your strengths or focus on your aspirational
associations
How do you adapt an existing brand vision? *on test* - =1.) emphasize different elements of the
brand vision
2.) spin the brand story for the local market
3.) augment the vision with additional vision elements
strategic imperatives - =investment in an asset, a skill, or a program that is essential if a brand
promise is to be delivered upon
brand personality - =the set of human characteristics associated with a brand
Scott Talgo quote - ="A brand that captures your mind gains behavior. A brand that captures
your heart gains commitment"
what functions does a brand personality serve? - =1.) represents and communicates functional
benefits
2.) provides energy
3.) defines a brand relationship
4.) guides brand building programs
5.) helps the brand understand the customer
6.) softens another association
how do you express a brand's personality? - =a charismatic CEO, an advertising campaign, a
sponsorship, a customer interaction style, a brand's employees, a spokesperson, voice, or
character, any visual brand elements
