Exam 3: Branding Strategy

Brands are more than tangible products, they include a(n) __________ element.

Apple has brand equity of $246.9 billion making it the world's most valuable brand.

Discuss the benefits of branding, both from the consumers standpoint and from a marketing context. Discuss a brand that you think is a strong brand to illustrate the benefits of branding.

Describe three positioning strategies, using examples to illustrate each one.

Toni likes to use Pantene shampoo to wash her hair and will usually buy Pantene, if it is available at her grocery store. This is an example of

Explain the three main benefits of branding for consumers.

When Procter & Gamble launched the Swiffer, it was promoted as a brand new way to clean. This is an example of

Explain the role of branding by design for durable goods. Provide an example of a brand that uses design to distinguish itself from competitors.

In order to maximize brand equity, each element of the communications mix should deliver a different and unique message.

The unique symbol that plays a role in creating an image is called a brand logo.