Brand Management Flashcards

In brand management, 'share of voice' measures:

Answer: The percentage of total advertising spend a brand controls in its category

Share of voice measures a brand's proportion of total advertising or media presence relative to all competitors in its category.

A PR team is conducting a 'perception gap analysis.' What are they comparing?

Answer: The brand's intended identity versus how external audiences actually perceive it

A perception gap analysis identifies the difference between the brand's intended positioning and how stakeholders actually perceive it.

Which of the following is an example of vertical brand extension?

Answer: A luxury hotel brand introducing a budget hotel line

Vertical brand extension moves a brand up or down a price/quality tier, such as launching a budget or premium sub-brand.

What does 'brand salience' measure in the context of consumer decision-making?

Answer: How readily and appropriately a brand comes to mind in relevant buying situations

Brand salience measures how easily and correctly a brand is recalled when consumers are in a purchasing situation.

A PR professional recommending a 'branded content' strategy is proposing that the organization:

Answer: Create and distribute content that provides value to audiences while subtly reinforcing brand identity

Branded content provides genuine value to audiences—through entertainment or information—while naturally embedding brand identity.

When multiple brands collaborate on a product with both names featured prominently, this is called:

Answer: Co-branding

Co-branding involves two or more brands partnering on a joint product or campaign, with each brand's identity visibly present.

A 'flanker brand' strategy is used primarily to:

Answer: Compete in lower or higher price segments without repositioning the core brand

A flanker brand is launched to compete in adjacent price tiers, protecting the core brand's positioning while capturing new market segments.