Brand Management & Positioning Flashcards

A brand that stretches its name across a wide range of unrelated product categories risks what primary consequence?

Answer: Brand dilution and loss of clear identity

Overextension into unrelated categories dilutes brand meaning and weakens the core associations consumers hold.

Which concept describes the mental space a brand occupies in the consumer's mind relative to competitors?

Answer: Perceptual positioning

Perceptual positioning refers to the distinct place a brand occupies in consumers' minds compared to competing brands.

A company launches a new budget product under a different name to avoid harming its premium brand. This strategy is called:

Answer: Fighter brand strategy

A fighter brand is created to compete at a lower price point without tarnishing the parent brand's premium image.

The concept of 'brand resonance' in Keller's CBBE pyramid represents:

Answer: The deep psychological bond and loyalty between brand and consumer

Brand resonance, the apex of Keller's CBBE model, reflects the intensity of the consumer-brand relationship including loyalty, attachment, and community.

Which pricing strategy is most consistent with a brand positioning built on exclusivity and prestige?

Answer: Premium pricing

Premium pricing reinforces exclusivity positioning by making the brand aspirational and signaling superior quality.

Brand licensing allows companies to:

Answer: Grant other manufacturers the right to use the brand name on their products for a fee

Brand licensing is an agreement where the brand owner permits another party to use its brand name, trademarks, or logos in exchange for royalties.

When Marriott operates Courtyard, Marriott, and Ritz-Carlton as separate brands for distinct customer segments, this is an example of:

Answer: A house of brands strategy

A house of brands strategy maintains separate brand identities for different segments, minimizing risk of brand association across tiers.