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All 20 Flashcards — Branding and brand awareness
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Question
What is a brand?
Answer
A name, symbol, design or reputation that makes a product recognisable and different from competitors.
💡 Hint
Recognisable + different
Question
Three benefits of strong branding?
Answer
Loyalty, premium pricing, easier launches, competitive edge, brand value as asset.
💡 Hint
Loyalty, premium, launches, edge, value
Question
What is brand loyalty?
Answer
Customers repeatedly choosing the same brand — reducing price sensitivity.
💡 Hint
Repeat choice, less price sensitive
Question
Brand = name/logo/design that makes product ___
Answer
Recognisable and different from competitors.
💡 Hint
Recognisable
Question
Benefits of brand loyalty?
Answer
Repeat purchases, stable revenue, less price sensitivity.
💡 Hint
Stable + pricing power
Question
How does branding enable premium pricing?
Answer
Customers trust the brand — willing to pay more than for unbranded equivalents.
💡 Hint
Trust = pay more
Question
What is brand awareness?
Answer
How well customers recognise and remember a brand — by name, logo, colours or jingle.
💡 Hint
Recognition + recall
Question
Brand awareness = how well customers ___ a brand
Answer
Recognise and recall it.
💡 Hint
Recognise + recall
Question
What is brand value?
Answer
The financial worth of the brand name alone — appears as goodwill on balance sheet.
💡 Hint
Financial worth of name
Question
Five benefits of branding?
Answer
Loyalty, premium pricing, easier launches, competitive edge, brand value.
💡 Hint
L-P-L-C-V
Question
Why does branding make launches easier?
Answer
Existing trust transfers to new products — customers willing to try.
💡 Hint
Trust transfers
Question
High brand awareness means?
Answer
Customers think of your brand FIRST when they need that product.
💡 Hint
Top of mind
Question
Branding example: premium pricing?
Answer
Branded trainers cost far more than identical unbranded ones — brand power.
💡 Hint
Trainers
Question
How to strengthen brand loyalty?
Answer
Loyalty programmes, consistent quality, good customer service.
💡 Hint
Programmes + quality + service
Question
Brand loyalty reduces customer ___
Answer
Price sensitivity — won't switch for cheaper rivals.
💡 Hint
Price sensitivity
Question
How is brand awareness built?
Answer
Advertising, social media, sponsorship, word of mouth — takes time and investment.
💡 Hint
Ads, social, sponsorship, WOM
Question
Quick: Brand value = ___ worth of the brand
Answer
Financial — the brand name as an asset.
💡 Hint
Financial
Question
Brand journey: ___ → ___ → ___
Answer
Awareness → Loyalty → Value. Build awareness first.
💡 Hint
A → L → V
Question
Define brand awareness for exam
Answer
The extent to which customers recognise and can recall a brand by its name, logo or other features.
💡 Hint
Recognise + recall
Question
How does branding create competitive edge?
Answer
Makes product stand out in a crowded market.
💡 Hint
Stand out
Read the notes
Full study notes for Branding and brand awareness
Topic 4.1 hub
Introduction to marketing
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