How do brands help to accelerate cash flows?
Through faster market response to marketing efforts (1 Punkt)
For which type of trade mark would you apply to protect the following sign?
Word Mark
How do brands help to increase the level of cash flows?
Through the introduction of brand extensions (1 Punkt)
Which statement is correct?
The higher the visibility of consumption, the higher the BRiC
The higher the visibility of consumption, the lower the BRiC
The higher the risk reduction, the lower the BRiC
The lower the number of available brands, the higher the BRiC
The higher the visibility of consumption, the higher the BRiC (1 Punkt)
Which of the following issues is an absolute ground for refusal in trade mark law?
People associate the sign with another trade mark
People confuse the sign with another existing trade mark
Sign is not distinctive
Sign is identical with an earlier trade mark
Sign is not distinctive (1 Punkt)
What is a consumer benefit of brands?
Reduction in cash flow risks
Increase in the level of cash flows
Reduction of search costs
Acceleration of cash flows
▪ Is it possible for a company to register the name “Wiener Würstchen” (Vienna sausages) as a trademark?
What about Duplo chocolate bars and Duplo toy blocks? Apply your knowledge about relative grounds for refusal to explain why these two trademarks co-exist.
Which brand function is more important for you: Risk reduction, reduction of search cost, or serving as a symbolic device?
What would your “sets” look like for the choice of a university?
When does brand recall and when does brand recognition matter for firms? That is, think about situations where either brand recall or brand recognition is more important in order to create a learning, consideration and/or choice advantage.
Consider a consumer who wants to buy a new vacuum cleaner. From the product offerings in a household appliances shop, s/he knows the brands Bissell, Bosch, Dyson, Miele, Philips, and Shark. S/he is completely unfamiliar with the brands Einhell and Makita. S/he thinks that Bissell does not offer HEPA filters, so s/he excludes this brand. S/he does not know much about Shark and thus neither likes nor dislikes this brand.
Based on this information, define the (1) awareness set, (2) unawareness set, (3) inert set, (4) inept set, and (5) evoked set of the consumer.
Survey-based approaches are one way to measure brand awareness. But in the digital age, there is also a wealth of data being generated online that can help measure brand awareness. What metrics would you consider to assess brand awareness online?
Although different brand valuation approaches come to different results, why is it still useful to measure brand equity or brand value?
Suppose you have measured the following associative networks for “Freixenet” and “Rüttgers.” Apply your knowledge of the different dimensions of brand associations to explain which of the two brands has the stronger brand image.
What are the two constituting features of an associative network?
Brand/attribute nodes connected by links
Typical brand values lie between
400,000 $m – 20,000 $m
Associations shared with other brands describe …
the brand’s membership in a product category.
A brand’s value is the sum of today’s and …
discounted future brand earnings.
Apply the brand relevance in category heuristic to identify the brand earnings.
Brand relevance in category: 50%; Revenue: 800,000,000 €; Profit margin: 10%
40,000,000 €
—> Brand relevance in category in % × Revenues* × average profit margin in category = brand earnings
What is the “isolation” task in brand valuation?
Identifying the earnings that are attributable to the brand
“Please list all chocolate bar brands that come to your mind” …
… is an example for a brand recognition question.
… is an example for a brand recall question
is an example for a brand recall question.
What is the missing part in the following definition of brand equity?
Brand Equity = Equity of a branded product – _____________
Equity of a lower-quality product.
Equity of a lower-priced, but otherwise identical product.
Equity of an identical, but unbranded product.
What brands form the evoked set?
the brands that are seriously considered for purchase.
All brands in the product category.
The brands known by consumers.
The brands that are seriously considered for purchase.
Which royalty rate would you apply to Brand B in the following scenario?
Brand strength measured on a 1-7 scale (higher values indicate higher brand strength):
Brand A: 1
Brand B: 3,5
Brand C: 7
Range of royalty rates in the industry: 1% - 5 %
1%
5%
2,5%
Royalty rates are the percentage of revenue that a licensee pays to a licensor for the use of a licensed brand
The royalty rate that would be applied to a brand depends on various factors, including brand strength, market conditions, and contractual terms
In this scenario, Brand B has a brand strength score of 3.5 on a 1-7 scale, which is average compared to Brand A and Brand C
The industry range for royalty rates is 1% - 5%
To determine the royalty rate for Brand B, we can use the middle value of this range (i.e., 3%) as a benchmark royalty rate for a brand with average strength
Therefore, we would apply a royalty rate of 3% to Brand B in this scenario
However, other factors beyond brand strength and industry benchmarks may influence the final royalty rate in a licensing agreement, and it's important to consider the specific context and terms of the agreement when negotiating royalty rates.
Calculate the total price premium (i.e., price-premium-based revenues) of the branded product based on the following information:
Unit sales branded product: 500,000
Unite sales unbranded product: 600,000
Price branded product: 4€
Price unbranded product: 2€
1,000,000 €
1,200,000 €
200,000 €
1,000,000 € (1 Punkt)
To calculate the total price premium (i.e., price-premium-based revenues) of the branded product, we need to first calculate the total revenue of the branded and unbranded products separately, and then subtract the revenue of the unbranded product from the revenue of the branded product:
—> Total revenue of branded product = Unit sales branded product x Price branded product = 500,000 x 4€ = 2,000,000€
—> Total revenue of unbranded product = Unit sales unbranded product x Price unbranded product = 600,000 x 2€ = 1,200,000€
—> Price premium-based revenue = Total revenue of branded product - Total revenue of unbranded product = 2,000,000€ - 1,200,000€ = 800,000€
—> Therefore, the total price premium (i.e., price-premium-based revenues) of the branded product is 800,000€.
Calculate the revenue premium of the branded product based on the following information:
800,000 €
1,400,000 €
To calculate the revenue premium of the branded product, we need to first calculate the revenue per unit of both the branded and unbranded products, and then subtract the revenue per unit of the unbranded product from the revenue per unit of the branded product. We can then multiply this premium per unit by the number of units sold to calculate the total revenue premium of the branded product.
Revenue per unit of branded product = Price of branded product = 4€ Revenue per unit of unbranded product = Price of unbranded product = 2€
Revenue premium per unit = Revenue per unit of branded product - Revenue per unit of unbranded product = 4€ - 2€ = 2€
Total revenue premium of branded product = Revenue premium per unit x Unit sales branded product = 2€ x 500,000 = 1,000,000€
Therefore, the revenue premium of the branded product is 1,000,000€
Findings Landwehr + Collegues
Perceived friendliness is only influenced by the shape of the grille
Perceived aggressiveness is influenced by both grille and headlight shape
Grille: Upturned grille (i.e., a “smile”) conveys friendliness (and lower aggressiveness perceptions), a downturned grille conveys unfriendliness (and higher aggressiveness perceptions)
eadlights: No influence on friendliness, slanted lights convey aggressiveness.
Apply the three criteria for choosing brand elements in order to build brand equity to evaluate the brand name “Botanicals Fresh Care” for a hair care line.
Memorybility —> pretty long and complex
Meaningfulness —> okayish
Likeabiility —> connection to nature
fits product category
however, might tap into existing knowledge strucutres
—> in exam, important on argumentation
The table below shows consumers’ preferences for words (i.e., “brand names”) with front versus back vowel sounds for different product categories. Apply your knowledge about vowel preferences to explain whether or not the results are as expected.
—> front vowels smaller size / speed / sharpness
—> SUV i.e. back vowels -> large / heavy
Based on Figures A and B below, explain the effects of grill and headlight shape on perceived friendliness and perceived aggressiveness. Compare the relevant bars in the two figures to substantiate your reasoning.
r
Arched headlights have a positive effect on friendliness.
A downturned grille has a positive effect on friendliness.
The shape of the headlights has no effect on friendliness
—> The shape of the headlights has no effect on friendliness
Which of the following names would you choose for a small convertible car?
BEEZI
BROMLEY
HOGA
PAMO
Beezi
Points-of-difference are brand associations…
the brand must deliver as good as its competitors.
that provide the USP for a brand.
that provide the USP for a brand. (
For high cognitive and low emotional involvement, a brand’s positioning should be …
brand-awareness oriented.
based on non-product-related attributes/benefits.
based on product-related attributes/benefits.
based on product-related attributes/benefits. (1 Punkt)
What is a key criterion for choosing brand elements to build brand equity?
Memorability (1 Punkt)
Which of the following features of a brand name facilitates brand recall?
Distinctiveness
Ease of spelling
Complexity
Brand identity reflects the …
actual position of a brand as perceived by consumers.
target position of a brand as developed by the firm.
—> target position of a brand as developed by the firm
Sound repetition decreases brand evaluation.
Sound repetition enhances brand evaluation.
If spoken aloud, sound repetition decreases brand evaluation.
If spoken aloud, sound repetition enhances brand evaluation.
If spoken aloud, sound repetition enhances brand evaluation
What could be a problem regarding the sponsorship of mega events?
Imagine Apple decided to extend its brand into the car industry? Would you consider buying it? What about restaurants? Provide reasons for your answers.
AWAY produces and sells plain, but durable and functional suitcases and bags. Suppose that AWAY is thinking about extending its brand to laptop cases. Evaluate this brand extension based on the two dimensions of fit according to Park, Milberg, and Lawson (1991) and conclude whether you would expect the extension to be successful based on the evaluation of the two fit dimensions. Based on this description of the brand, explain whether and why you would expect a rather high or low extendibility of the brand AWAY in general.
Below you can see an example of the cooperation between Lufthansa and RIMOWA. Name and explain the underlying approach of leveraging brand associations. What are possible motivations for jointly offering this product?
How do you evaluate co-branding arrangements by universities, such as the Cologne-Rotterdam EMBA or the ESSEC & Mannheim Executive MBA? What might be the added value of these programs?
“Garage Grown Gear” is an online retailer that offers small, startup and cottage outdoor brands. Customer evaluations of the online retailer are generally positive. Suppose the managers of Garage Grown Gear consider launching their own range of camping gear products by cooperating with the well-known outdoor brand “The North Face,” i.e., they are considering a brand alliance between Garage Grown Gear and The North Face.
Briefly explain the general idea of the accessibility-diagnosticity framework and based on this framework explain the effects that you would expect for the brand alliance between Garage Grown Gear and The North Face in terms of (1) the effects from the two brands on the brand alliance and (2) the effects from the brand alliance on the two brands.
The Deutsche Bahn (German Railways) Group DB consists of several business units, such as DB Services, DB Schenker Logistics, DB Bahn Long Distance, DB Cargo AG, DB Bahn Regional, DB Netze Stations, etc. Apply the brand relationship spectrum by Aaker & Joachimsthaler (2000) to explain the brand architecture of Deutsche Bahn (German Railways). That is, outline the four main categories of the brand relationship spectrum and integrate the brand architecture of Deutsche Bahn into the spectrum.
Explain the advantages of a sub-branding strategy (compared to a branded house strategy) based on one of the two examples below.
Sub-branding strategy —> more, emphesis on the corporate brand
Sub-branding strategy:
-> Haribo: helps to tap in existing brand associations, differentiate via Modifiers i.e. Goldbären
-> Gilette: benefit from spillover-effects / , individual-brand level with a modifier (why the modifier, help to differentiate the different products)
—> balance communicationg
Wy do some manufacturers produce private labels in addition to their own brands? Potential risks?
some brand manfacturer have to (increasing powers retailers)
part of relationship management
If you were a retail manager, which option of the “brand relationship spectrum” would you use to mark your economy private labels (i.e., low price-quality tier) and which one to mark your premium private labels (i.e., high price-quality tier)? Why?
Which retail format do you think will be more successful in the future: The hard discounter format (e.g., Aldi, Lidl) or the supermarket (e.g., Edeka, Rewe) format?
What can national brand manufacturer do? Marketin factors
▪ Invest in product quality
▪ Secure distinctive packaging (take actions against trademark and packaging infringements)
▪ Invest in advertising and innovation activities (especially in recessions when NBs are particularly under pressure)
▪ Avoid price promotions (shift resources from price promotions to advertising)
But: Marketing factors are less effective in PL maturity than in PL development countries
What can national brand manufacturer do? Manufcaturing factors
▪ Counter consumers’ beliefs that NB manufacturers produce PLs (do not engage in PL production or stop PL production)
▪ Increase perceived difficulty of producing the product category (point out the knowledge needed to produce high quality products in the category)
A coffee company wants to source fair trade beans for one of its major coffee brands in the future. However, there is disagreement about how to implement this.
One group of people (Group A) is in favor of switching to fair trade beans along with a slight price increase. Another group (Group B) is in favor of not increasing the price.
As different values can be important here, one can come to different decisions based on these values. Take a moment to think about the situation and your own values.
Group A
Group B
What is well-being?
-> ▪ Well-being refers to “the balance point between an individual’s resource pool and the challenges faced”
Resources: psychological, social, physical
challenges: psychological, social, physical
The more digital our world, the more analog our dreams?
How products make us feel grounded
▪ Dual forces of digitization and globalization make consumers’ work and lives more virtual, fast-paced and mobile.
▪ Global disruptive events like COVID-19 shake their foundation
▪ Current market trends suggest that many consumers seek to go back to the local, personal, and traditional
▪ They seek to connect to place, people, and past via products
Zuletzt geändertvor 2 Jahren
