CMA Brand Management & Positioning Flashcards

What does a 'brand audit' evaluate?

Answer: The current health, sources of equity, and market position of a brand

A brand audit is a comprehensive examination of a brand's current position in the marketplace, including customer perceptions, internal brand identity, and sources of brand equity.

Co-branding is a strategy where:

Answer: Two established brands combine to create a product or promotion that leverages both brand equities

Co-branding combines two distinct brands in a single product or promotion, with each brand contributing its equity and credibility to appeal to both brands' audiences.

The 'brand identity prism' model by Jean-Noël Kapferer includes which six facets?

Answer: Physique, Personality, Culture, Relationship, Reflection, Self-image

Kapferer's Brand Identity Prism defines brand identity through six dimensions: Physique, Personality, Culture, Relationship, Reflection (how customers see themselves), and Self-image (how customers see themselves internally).

What is 'brand dilution,' and when does it typically occur?

Answer: A weakening of brand equity when the brand is extended too broadly or associated with low-quality products

Brand dilution occurs when a brand is overextended into unrelated categories or associated with inferior products, weakening the brand's core identity and consumer perceptions.

A brand's 'unique selling proposition' (USP) is best described as:

Answer: The single most compelling reason a customer should choose the brand over all competitors

A USP articulates the unique benefit that makes a brand or product distinctly better than alternatives, giving consumers a clear, compelling reason to choose it.

Which measurement approach asks customers if they can identify a brand when given a product category cue?

Answer: Brand Recall

Brand recall measures unaided memory—whether consumers can name a brand when given only the product category as a cue—without being shown brand names or logos.