What is the relationship between customer equity and brand equity?

What is a different name for Brand Elements?

What is the test of the brand building ability of a brand element?

Why is it important for marketers to choose brand elements?

What are the six general criteria to qualify as good brand elements?

Discuss options and tactics for each of the brand elements.

Why is the brand name a fundamentally important choice?

What qualities should a great brand name possess?

Explain the stages in a common naming procedure to produce a successful brand name.

What does a URL stand for?

What is the difference between logos and symbols?

What are benefits of logos and symbols?

What are characters and their benefits in branding?

What are slogans?

What is a tag line?

What should marketers consider when changing slogans?

What is a jingle?

What is packaging, and its functions?

What is the important benefit of packaging from the branding perspective?

What is shelf impact?

What is color vocabulary? Name brands with strong color association to their packaging.

What are the reasons that would prompt packaging changes?

Define brand identity.

Chapter 5

Fill in the blank: One implication of the conceptualization of customer based brand equity is that the ________________ in which brand associations are formed does not matter only the resulting ________________ and strength, _____________, and uniqueness of brand associations (matter).

Define a contact and explain why the collection of contacts is important for branding experts.

________________ and ________________ thinking is necessary to create fresh new marketing programs that break through the noise in the marketplace to connect with customers.

Marketers must orchestrate programs to provide seamlessly integrated solutions and _____________ experiences for customers that create awareness, spur demand, and cultivate loyalty.

The modern economy celebrates the power of the individual consumer. To adapt to the increased consumer desire for personalization, marketers have embraced concepts such as ___________ marketing and ________________ marketing.

What is experiential marketing?

Saleable experiences come in four varieties, according to Pine and Gilmore. What are they?

What are the five different types of marketing experiences that are becoming increasingly vital to consumers perceptions of brands?

What is relationship marketing?

What are a few of the basic benefits relationship marketing provides?

What are the three concepts reviewed in chapter 5 that can be helpful with relationship marketing?

Mass customization enables consumers to ________________ themselves with even basic purchases.

What is the basic rationale of One-to-One Marketing?

What are some of the fundamental strategies based on which one-to-one marketing stands?

Another tenet of one-to-one marketing dictates treating different consumers ______________ because of their different needs, and their different current and future value to the firm.

According to one-to-one marketing tenets, more marketing effort should be devoted to the most __________________ consumers.

Loyalty programs such as that of Tesco help collect information on individual consumers to build the database, and deepen the _________________ between the brands and consumers.

Define Permission Marketing.

How can permission marketing be used to develop stronger relationship so that consumers will desire to receive further communications in the future?

What are the five steps of effective permission marketing?

In Seth Godins view, effective permission marketing works because it is _____________________, __________________, and ____________________

What is one drawback of permission marketing?

Discuss different aspects of CBBE that different approaches to increase consumers active engagement with brand.

What are the key development in each area of the first 3P of the marketing programs?

What is aftermarketing?

What is the objective of value pricing?

What are the three key components among which a proper balance should be achieved when employing an effective value-pricing strategy?

Creating value is crucial, but just delivering good value is necessary but not sufficient. Consumers have to understand and appreciate the value of the brand. Sometimes the value may not be obvious, then marketers may need to engage in marketing _________________ to help consumers better recognize the value.

What is yield management principles or dynamic pricing?

What is EDLP?

EDLP avoids sawtooth. What is sawtooth?

Define marketing channels

Shopper marketing emphasizes _______________________ between manufacturers and retailers on in-store marketing like brand-building displays, sampling promotions, and other in-store activities designed to capitalize on a retailers capabilities and its customers.

Define push and pull strategies

Although most successful marketers blend push and pull strategies, often push strategies are usually associated with more ________________ distribution, and pull strategies are associated with broader, more _____________________ distribution.

Is multichannel utilization the same as channel integration?