3 to 4 lines with answers

1.Brand positioning

The distinctive position that a brand adopts in its competitive environment to ensure that
individuals in its target market can tell the brand apart from others.

Positioning involves the careful manipulation of every element of the marketing mix.

This process of creating point of similarities and points of difference in consumer‘s mind is
called Brand Positioning

2.Multi product branding

Multi Product branding strategy is when an organization uses one name for all its products .

This approaches is also referred as blanket or family branding strategy.

It is an attempt to leverage corporate brand equity, in an attempt to create product brand

recognition e.g Godrej – Godrej store well, Godrej Navtal , Cadbury makes Cadbury Five Star,
Cadbury Dairy Milk , Cadbury Perk etc

3. Niche brand

A niche market is the subset of the market on which a specific product is focusing.

So the market niche defines the specific product features aimed at satisfying specific market
needs, as well as the price range, production quality and the demographics that is intended to
impact.

It is also a small market segment. For example, sports channels like STAR Sports, ESPN,
STAR Cricket, and Fox target a niche of sports lovers

4.Generic branding

When a particular product category is used as a brand name by a company it is known to be a

generic branding

For e.g Xerox associated with photocopying product category

Band Aid associated with product category antiseptic plaster

Crocin associated with product category paracetmol

5. Brand awareness

Brand awareness is the ability of a potential buyer to recognize or recall that a brand is a
member of a certain product category.

It refers to the strength of a brand's presence in the consumer's mind.

A link between product class and brand is involved.

For e.g the use of a large balloon with the word Levi's on it may make the Levi name more
salient, but it will not necessarily help improve name awareness.

However, if the balloon is shaped to resemble a pair of Levi's 301 jeans, the link to the product
is provided, and the balloon's effectiveness

6.Brand vision

Vision The ability to see your company‘s future through your customer‘s eyes. The brand's
guiding insight into its world

7.Line extension

The parent brand is used to brand a new product that targets a new market segment within a
product category currently served by the parent brand.

A line extension often involves a different flavor or ingredient variety, a different form or size, or
a different application for the brand (e.g., Head & Shoulders Dry Scalp shampoo).

8. Core identity

The core identity represents the timeless essence of the brand. It contains brand association
that is most likely to remain constant as the brand travels to new markets and products

The core identity, which is the central to both the meaning and success of the brand.

More resistant to change Includes elements that make the brand both unique and valuable

e.g. McDonald’s Value Offering, Quality, Service, Cleanliness,

Nike Thrust, User, Performance, Enhancing lives

,Close up Up Gel form, User, Red color

9. Co branding

Co-branding is an arrangement that associates a single product or service with more than one
brand name, or otherwise associates a product with someone other than the principal producer.

The typical co-branding agreement involves two or more companies acting in cooperation to
associate any of various logos, color schemes, or brand identifiers to a specific product that is
contractually designated for this purpose.

For instance Tropicana and Chiquita have made numerous fruit juice concoctions by blending
their special flavors.

Betty Crocker uses real Hershey chocolate in their brownie mix.

Financial companies have even jumped on the bandwagon. e.g. exclusive Citibank Platinum
VISA credit card for Jet Airways flyers- Jet airways Platinum

10. Umbrella branding

An umbrella brand can be referred to as a brand when a group of products possess the same
brand name which is known as a family brand or an umbrella brand. Different products having
different images are put together under one major brand or parent brand and are marketed by
the firm.
Umbrella branding does not mean that the whole product portfolio of a firm will fall under one
brand name as company can go for different approaches of branding for different product lines.
EXAMPLES
Amul is an example of umbrella brand. Amul Butter, Amul Cheese spreads, Amul Milk, Amul ice
creams, Amul ghee all fall under single brand name AMUL.
Godrej is another example of umbrella brand. Products like locks, steel cupboards, office
furniture electronic typewriters, desktop printers, refrigerators, air conditioners etc. all come
under one parent name GODREJ.
11.Aided Recall

Aided awareness consists in aiding the target audience to recall brands.

In this the researcher casually asks the respondent if he is aware of any more brands in the
category.
12 User imagery

User imagery can be based on either typical users (people you see using the brand) or idealized
users (as portrayed in advertising and elsewhere).

User imagery can be a powerful driver of brand personality, in part because the user is already
a person and thus the difficulty of conceptualizing the brand personality is reduced.

For example, Charlie has a feminine, strongly independent brand personality driven by its user
imagery. The upscale personality of Mercedes and the sexy, sophisticated personality of Calvin
Klein are similarly influenced by user imagery

13. Generic Brand

A product that is named only by its generic class (e.g., drip-grind coffee, barber shop

Other products have both an individual brand and a generic classification (Maxwell House drip-
grind coffee, Maurice's barber shop).

Generic brand products are often thought to be unbranded, but their producer or reseller name
is usually associated with the product, too e.g Food Bazar Rawa, Food Bazar Maida.

This approach is usually associated with food and other packaged goods, but many other
consumer and industrial products and services are marked as generics e.g Kerosene , Aspirin

14. Brand strategy

A plan for the systematic development of a brand to enable it to meet its agreed objectives.

The strategy should be rooted in the brand's vision and driven by the principles of differentiation
and sustained consumer appeal.

The brand strategy should influence the total operation of a business to ensure consistent
brand behaviors and brand experiences.

15.Unaided awareness

Refers to the few brands, which immediately come to mind. It measures the brand's impact, i.e.
to what extent it is spontaneously associated with a given product category
16. Brand extension

Brand extension is when a firm uses an established brand name to introduce a new product.

When a new brand is combined with the existing brand , the brand extension can also be called
as sub brand

An existing brand that gives birth to a brand extension is referred to as the parent brand

If the parent brand is already associated with multiple products through brand extension then it
may also be called a family brand For e.g Dove Dove Shampoo, Dove face wash

17.Range Brand
Range / family brand is the second level in Brand Hierarchy .

It is defined as a brand that is used in more than one product category but is not necessarily
the name of the company or corporation itself.

Brand spread across a range of product categories.

For e.g. . Corporate Brand is HUL

Range Rand is DOVE

18. Brand Loyalty

Brand loyalty is a measure of the attachment that a customer has to a brand.

It reflects how likely a customer will be to switch to another brand, especially when that
brand makes a change, either in price or in product features.

It is one indicator of brand equity, which is demonstrably linked to future profits, since brand
loyalty directly translates into future sales.

19. Brand

A name, a term, a symbol or a design or a combination of these, that is intended to identify the
products or services of one business or group of businesses and to differentiate them from
those of competitors
20 Brand personality

Brand Personality can be defined as a set of human characteristics associated with a brand

It is how the brand behaves Gender, age, socio-economic class, psychographic, emotional
characteristics

Marlboro is ‗masculine‘ while Virginia Slims is ‗feminine‘ IBM is ‗older‘ while Apple is ‗younger‘
India Today is ‗old-fashioned‘ while Outlook is ‗trendier‘.

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21 Ingredient branding
Ingredient co- branding is another form of co- branding .
Ingredient co – branding implies using a renowned brand as an element in the production of
another renowned brand
For e.g.
HP or any computers with Intel Processors
Betty Crocker uses Hershey chocolate syrup
Sunsilk with Keratin Micro technology
Pantene with Pro V
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22. Composite Co –branding
Composite Co- branding strategy involves two existing brands and composite with these two to
make or create a composite brand name for a new product.
It refers to the use of two renowned brand names in a way that can collectively offer a distinct
product / service that could not have been possible individually
For e.g
Nokia with Voda fone
Coca Cola with McDonalds
Exclusive Citibank Platinum VISA credit card for Jet Airways flyers
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23. Perceived Quality

Perceived quality can be defined as the customer's perception of the overall quality or
superiority of a product or service with respect to its intended purpose, relative to alternatives.

Perceived quality is an intangible, overall feeling about a brand.It is, first, a perception by
customers.

It has been shown to drive the financial performance and is often a major (if not the principal)
strategic thrust of a business.
Perceived quality is linked to and often drives other aspects of how a brand is perceived.
24.Brand equity

A set of brand assets and liabilities linked to a brand, its name and symbol, that add to or
subtract from the value provided by a product or service to a firm and / or to that firm's
customers‖.

The sum of all distinguishing qualities of a brand, drawn from all relevant stakeholders, that
results in personal commitment to and demand for the brand; these differentiating thoughts and
feelings make the brand valued and valuable.

25. Extended identity

The extended identity Includes elements that provide texture and completeness.

It fills in the picture, adding details that help portray what the brand stands for

For e.g McDonalds extended identity

Brand personality :fun laces, exciting , cool

Symbol: LOGO: Golden arc

Slogan: ― I m loving it ―

Brand Customer Relationship: Place for kids , family & friends

Sub brands :Toys

Organizational Association: Ronald McDonald house , helping hand for children

Endorses :Happy family

26. Brand Hierarchy

A brand hierarchy is a means of summarizing the branding strategy by displaying the number
and nature of common and distinctive brand elements across the firm's products, revealing the
explicit ordering of brand elements.

Perhaps the simplest representation of possible brand elements and thus potential levels of a
brand hierarchy—from top to bottom—might be as follows

Corporate Brand : HUL

Range Brand : Dove

Individual Brand : Dove Shampoo

Modifier Brand: Dove Shampoo- Hair therapy

27. Functional Benefits

The most visible and common basis for a value proposition is a functional benefit—that is, a
benefit based on a product attribute that provides functional utility to the customer.

Such a benefit will usually relate directly to the functions performed by the product or service for
the customer.
For e.g
 Volvo is a safe, durable car because of its weight and design.
 Quaker Oats provides a hot, nutritious breakfast cereal.
 A BMW car handles well, even on ice.
 Huggies deliver comfort and fit, so leaks are reduced
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28. Emotional Benefits

When the purchase or use of a particular brand gives the customer a positive feeling, that brand
is providing an emotional benefit.

The strongest brand identities often include emotional benefits

For e.g:
 Excited in a BMW
 Excited while watching MTV
 Energetic and vibrant when drinking Coke
 In control of the aging process with Oil of Olay
 Warm when buying or reading a Hallmark card
 Strong and rugged when wearing Levi's

29. Value Preposition

A brand‘s value proposition is a statement of the functional, emotional and self-expressive

benefits delivered by the brand that provide value to the customer

An effective value proposition should lead to a brand—customer relationship and drive purchase
decisions
30. Brand Manager
Brand Managers have traditionally had strategic and tactical responsibility for their brand ,
including having responsibility for the brand identity and position , maintaining that identity by
securing needed investments and male sure that all media efforts are consistent with the
identity .

The brand manager‘s role was first developed by Procter & Gamble in the mid- 1930s for
brands representing distinct business of manageable size, is now being applied in more
complex organization

31. Silver bullet: A silver bullet is a brand or sub-brand that positively influence the image of
another brand.
It can be a powerful force in creating, changing and maintaining a brand image. e.g.. When IBM
ThinkPad was launched it has provided a significant boast in public perception of the IBM brand.

Another example is the Positioning of Forhans‘s Fiouride as having branded feature of ‗being
foamy‘ rather than just ‗protect gums and teeth‘. It has served to make credible claim that
Forhans had achieved another breakthrough in oral care industry

32. Endorser brand: An endorser brand is an established brand that provide credibility and
success, It usually represents organization rather than product because organizational
association such as innovation, leadership and trust are particularly relevant for endorsement
e.g Mc Chicken, Mc burger m Mc Tiki etc

33. Sub brand:It stretches endorser brand that add association. A brand personality or any
other quality which creates brand identity
For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren.