Flashcards: Fundamentals of Branding Strategies — 12 cartões

Course materials — include?

PPT slides, readings, and briefings.

Brand — definition?

Differentiating identity built from name, symbols, meanings.

Brand elements — components?

Names, logos, symbols, signs.

Brands vs products — difference?

Brands are perceptions; products are offerings.

Why brands matter — reasons?

Identify, simplify decisions, reduce risk, set expectations.

Branding across categories — focus?

Intangibility, online presence, place promotion.

Branding challenges — include?

Information overload, price pressure, digital backlash.

Branding opportunities — include?

Differentiation, loyalty, new markets.

Brand signals — examples?

Quality, reliability, style, price.

Services branding — challenge?

Hard to evaluate before purchase.

Place branding — goal?

Create awareness and positive image.

Reintermediation — meaning?

Adding new intermediaries in distribution.