1
What does "brand image" express?
The symbolic values that people attribute to the brand.
The Role of Brand Management in Politics
- 20 soru-cevap
- Political Communication and Media (ENG)
2
What is the definition of "brand" according to the American Marketing Association?
A name, term, design, symbol, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from competitors.
3
What is the difference between product/service and brand?
A product/service can be anything that is produced for the consumer’s demand or desire and offers a functional benefit. A brand is a design to increase the value of the product/service beyond its functional purpose.
4
What are the characteristics that a brand shares with a good or service?
• Users of the brand,
• The presence of organizational connotations,
• Brand personality,
• Symbols,
• Brand-consumer relations,
• Emotional benefits,
• Individual emotion indicators.
5
What is "brand awareness"?
Brand awareness is the level to which consumers are familiar, acceptable, and able to recall a certain brand in any given circumstance.
6
What are the four leves of the awareness pyramid?
Unaware of a Brand
Brand recognition
Brand Recall
Top of Mind
7
What is "brand personality"?
Brand personality can be defined as the bond that forms between the brand and the people.
8
According to Aaker, what are the five basic dimensions of personality traits that brands possess?
Sincerity, excitement, competence, sophistication and ruggedness.
9
What is "brand image"?
People’s perception of the brand regarding a product/service.
10
What is the difference between the product/service image and the brand image?
The product/service image expresses people’s perception of the product/service, the brand image contains the product/service personality, emotions, and associations with the brand in people’s minds.
11
What are the two dimensions that Porter and Claycomb based the measurement of brand image on?
Symbol and function.
12
What is "brand identity" according to Aaker?
The essence of how a product is perceived by consumers.
13
According to Harris and de Chernatony what are the elements that the brand identity consists of?
brand vision
brand culture
positioning
personality
relationship
presentations
14
What are the six components that constitute brand identity?
Self-image, reflection, relationship, culture, physical attributes, and personality.
15
What is "brand equity"?
A behaviorally oriented structure impacted by the consumer’s perception and attitude toward the behavior’s object.
16
What is the difference between firm-based brand equity and consumer-based brand equity?
Firm-based brand equity focuses on the financial value that the brand creates for a company/business while consumer-based brand equity is based on the consumer’s brand perception.
17
What is "brand management"?
Brand management is the process of creating, planning, producing, and managing the information about the brand that is planned to remain in the minds of people.
18
What is a political brand?
A political representation that is located in a pattern, which can be identified and differentiated from other political representations.
19
What are Nielsen's six subclassifications of approaches to the concept of political brand according to voter perception?
1. Economic political brand perspective
2. Relational political brand perspective
3. Political brand community perspective
4. Political brand personality perspective
5. Voter-centric political brand perspective
6. Cultural political brand perspective
20
What is Economic Political Brand Perspective?
In this approach, in the relationship between the political party and the voter, the voter plays a passive role and accepts many of the messages sent by the political brand. Brand management seeks to positively establish and shape voters’ opinions of the political brand through communication (Newman, 1994). Voters and political brands have a transactional relationship rather than an emotional one.