Branding & Standardisation

Question 1

What are the 5 levels of the brand pyramid (bottom to top)?

Answer 1

1. Product features
2. Functional benefit
3. Emotional Reward
4. User Values
5. Brand Personality

Question 2

Elaborate on the “product features” level of the brand pyramid?

Answer 2

• These are the differentiating features that distinguish the product from others
• Physical features relevant to the consumer

Question 3

What does the “functional benefit” level of the brand pyramid entail?

Answer 3

• How the “product features” benefit the consumer in a way that others don’t
• Physical payoff that it provides

Question 4

Describe the “emotional reward” level of the brand pyramid?

Answer 4

• How the function of the product improves the customers feelings
• “functional benefit” corresponds to “emotional benefit”

Question 5

What does the “user values” level of the brand pyramid entail?

Answer 5

• Values of the consumer that are relevant in the purchase of the product

Question 6

Describe the “brand personality” level of the brand pyramid?

Answer 6

• The core value central to the product

- Added value as its relatable to customer values

Question 7

Define “brand equity”?

Answer 7

• Value of having a well known brand name

Question 8

Give 3 ways in which the consumer benefits from branding?

Answer 8

• Product easy to identify
• Speeds up evaluation
• Feeling of reduced risk

Question 9

Give 3 ways in which the manufacturer benefits from branding?

Answer 9

• Generates customer loyalty
• Boosted perceived quality
• Comparative advantage

Question 10

Give 2 ways in which branding benefits the retailer?

Answer 10

• Attracts customers looking for the brand

- Brand marketing advertises where the product is stocked

Question 11

Define “standardisation”?

Answer 11

The practice of setting identical characteristics for a good/service.

“One size fits all” approach

There will be a different degree of standardisation for every brand

Question 12

What characterises regional and global brands?

Answer 12

Regional: Less standardised. Geographical segmentation.

Global: Products based around homogeneity. Segmentation based on economic/social/cultural trends

Question 13

What is the “Branding Dilemma”?

Answer 13

Trade off between short term profit and long term benefits

Reduced expenditure on brand image increases short term profit but may be detrimental in the long run