Introduction to Brand Management

What is brand?

• the intangible sum of a product’s attributes

• an object or system made available for consumer use

• a transaction in which no physical goods are transferred from the seller to the buyer.

• an image that people hold in their mind about the company, its products, and its services.

Brand Management defined as...

• a series of techniques used to increase the perceived value of a product or service

• a process by which a product or service is introduced and promoted to potential customers

• a set of practices that encompass the end-to-end processes of talent acquisition, talent optimization, and talent retention

• the application of processes, methods, skills, knowledge and experience to achieve specific project objectives according to the project acceptance criteria within agreed parameters

At the heart of successful brand is _______________ backed by creatively designed and executed marketing.

• promotion

• price

• a great slogan

• a great product or services

____________ is endowing products and services with the power of a brand.

• Packaging

• Branding

• Brand image

• Brand positioning

Which of the following are brand element?

• Brand Name

• URL’s

• Jingles

• All of these

The following are example of international brand.

• Google

• Ferrari

• Disney

• All of these

Why invest in branding?

• To attract ideal customers

• Close deals more easily

• Command Higher Prices

• All of these

________________ is important when launching new products and services, and it drives consumers' decisions when differentiating between competing companies.

• Brand positioning

• Brand image

• Brand awareness

• Brand element

Which of the following is not a key element of a brand manager's job?

• Managing the budget for advertising and promotional items

• Creating and managing promotional collateral to establish and maintain product branding

• overseeing department functions and managing employees

• Planning and execution of all communications and media actions on all channels, including online and social media

The following are the challenges to brand builders EXCEPT...

• savvy customers

• decreasing advertising expenditures

• splitting customers into groups

• decreasing brand loyalty in many categories