SPMT 370 QUIZ 2 EXAM QUESTIONS AND ANSWERS WITH
COMPLETE SOLUTIONS GRADED A++
Products
Are what a company makes
Brands
What the customer buys
A brand is:
A name, term, sign, symbol, design, or some combination that identifies the products of
a firm while differentiating them from the competitions (Boone & Kurtz,2005)
Branding (verb)
Is the process of creating an identity
- both physical and emotional trigger to create a relationship between consumers and
the product/service.
Loyalty
Buyers responds to branding by making repeat purchases because they identify the
item with of its producer
Brand Name:
part of the brand consisting of words or letters included in a name used to identify and
distinguish the firm's offerings from those of competitors
Brand Attributes
, are typically ascribed to products or services,
rather than brands, and are the features that define or describe the product or service.
Attributes can be split into product related attributes and non-product related
attributes according to Keller.
Product Attributes
are the "product's physical composition or a service's requirements" (Keller, 1993, p.4).
Non-Product Related Attributes
are aspects that are external to the
product itself but are associated with the purchase or consumption of the product or
service.
Keller (1993) suggests that there are four primary non-product related
attributes:
• "1) price information
• 2) packaging or product appearance information
• 3) user imagery (i.e., what type of person uses the product or service) and
• 4) usage imagery (i.e., where and in what types of situations the product or
service is used)" (Keller, 1993, p.4).
Human Brand is:
"any well-known persona
who is the subject of marketing
communication efforts" Thomson (2006)
Human Branding:
COMPLETE SOLUTIONS GRADED A++
Products
Are what a company makes
Brands
What the customer buys
A brand is:
A name, term, sign, symbol, design, or some combination that identifies the products of
a firm while differentiating them from the competitions (Boone & Kurtz,2005)
Branding (verb)
Is the process of creating an identity
- both physical and emotional trigger to create a relationship between consumers and
the product/service.
Loyalty
Buyers responds to branding by making repeat purchases because they identify the
item with of its producer
Brand Name:
part of the brand consisting of words or letters included in a name used to identify and
distinguish the firm's offerings from those of competitors
Brand Attributes
, are typically ascribed to products or services,
rather than brands, and are the features that define or describe the product or service.
Attributes can be split into product related attributes and non-product related
attributes according to Keller.
Product Attributes
are the "product's physical composition or a service's requirements" (Keller, 1993, p.4).
Non-Product Related Attributes
are aspects that are external to the
product itself but are associated with the purchase or consumption of the product or
service.
Keller (1993) suggests that there are four primary non-product related
attributes:
• "1) price information
• 2) packaging or product appearance information
• 3) user imagery (i.e., what type of person uses the product or service) and
• 4) usage imagery (i.e., where and in what types of situations the product or
service is used)" (Keller, 1993, p.4).
Human Brand is:
"any well-known persona
who is the subject of marketing
communication efforts" Thomson (2006)
Human Branding:
