Brand Management (A+ Graded Already)

what is a brand correct answers For the American Marketing Association (AMA), a brand is 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." product ...

global brands correct answers brands that consumers can find under the same name in multiple countries with generally similar and centrally coordinated marketing strategies national brands correct answers likely to proliferate where products are strongly culturally embedded -consumer ethnocentri...

Monolithic Brand correct answers a structure where the company relies solely on a corporate brand brand equity correct answers defines the value of the brand and can refer to two understandings of brand value, namely a strategic, subjective understanding or as a financial one, being the objective...

Brand correct answers A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of competition. Brand correct answers The sum of all the characteristics, tangible and intangible, that make the of...

marketing plan correct answers written document containing the guidelines for the business center's marketing programs and allocations over the planning period steps in planning process correct answers update facts about past, collect background data, data analysis, develop objectives, strategie...

brand manager correct answers often struggles with: -how strong is our brand? -how can we ensure that our marketing activities create value? -how do we measure that value? indirect approach correct answers assess potential sources of CBBE by identifying and tracking consumer brand knowledge; a...

Marketing Communications correct answers The means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell Marketing communications contributes to brand equity by correct answers 1. Creating awareness of the brand 2. Linking points of parity an...

white glove approach correct answers keep the brand clean sin of complacency correct answers - temptation to reduce marketing investment in an effort to improve short-term results - bias against innovation - "don't rock the boat" - status quo is comfortable sin of overreaction correct an...