MS8: Branding and Core Business Growth

Case: Marketing Management at Gatorade

How does branding work?

The role of brands

The scope of branding

Defining Brand Equity

Customer-Based Brand Equity

Brand Equity Models

Building Brand Equity

Choosing Brand Elements

Designing Holistic Marketing Activities

Leveraging Secondary Associations

Internal Branding

Measuring and Managing Brand Equity

Brand Audits and Brand Tracking

Brand Valuation

Managing Brand Equity

Devising a Branding Strategy

Branding Decisions

Brand Portfolios

Brand Extensions

Customer Equity

Growth Strategies

Growth the Core

Marketing Insight: Understanding Double Jeopardy

Executive Summary CH8

Are you a Branding & Positioning expert?

Are you a Branding & Positioning expert?

MS8: Branding and Core Business Growth Are you a Branding & Positioning expert?

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1. Vraag
What are the three key pillars of brand marketing strategy?
- R&D, segmentation, positioning
- Segmentation, targeting, positioning
- Segmentation, positioning, distribution
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2. Vraag
A segmentation strategy is effective provided that:
- Segments are stable in time.
- Individuals within a given segment share few common characteristics
- Segments are substantial, i.e. large and profitable enough to serve
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3. Vraag
To be useful, market segmentation should be:
- Based on psychographic variables
- Original, profitable, accessible, global and growing
- Measurable, substantial, accessible, differentiable and actionable
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SMART objectives are:
- Specific, measurable, actionable, realistic, time-bound
- Suitable, marketable, artistic, realistic, targetable
- Serious, meant-to-be, assiduous, realistic, targetable
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5. Vraag
Which of the following variables is not a psychographic segmentation variable?
- Lifestyle
- Personality
- Attitude towards product
- all of the above are psychographic segmentation variables
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6. Vraag
What should be the end result of a successful positioning strategy?
- The creation of a customer-focused value proposition, a cogent reason why the target market should buy the product
- The selection of the key market segment(s) which a company should target
- The decision to build, hold, harvest or divest a product line or SBU (strategic business unit)
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7. Vraag
Which of the following positioning strategies is most effective?
- Positioning through R&D
- Positioning through advertising
- The combination of both positioning methods
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8. Vraag
In which case should a company consider repositioning its offering?
- Changing segment needs
- Price pressure
- New competitors entry
- None of the above
- All of the above
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9. Vraag
What does a perceptual map reveal on marketed brands?
- How consumers perceive marketed brands
- The physical characteristics and price of marketed brands
- Both
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