1. What is a brand?

2. What is the emotional continuum in branding?

3. Why do consumers fear choice?

4. How does branding create convenience?

5. Why is branding important for business efficiency?

6. What is the role of value addition in branding?

7. What differentiates products in commoditized categories?

8. What is post-truth in brand decisions?

9. What are heuristic and cognitive biases in branding?

10. What is brand identity?

11. What is brand image?

12. What is the brand gap?

13. How is corporate visual identity different from brand identity?

14. What causes a brand gap to widen?

15. How to identify a wide brand gap?

16. What is the difference between branding and marketing?

17. How does the 4P marketing mix relate to branding?

18. What is the 7P and 8P marketing mix?

19. What is corporate philosophy?

20. How should purpose differ from vision?

21. Why is brand purpose crucial?

22. Who sets the brand purpose?

23. What is the consideration / selection set?

24. What is a differential matrix?

25. What is a positioning statement?

26. What is brand parity?

27. What is competitive parity vs. category parity?

28. How to break brand parity?

29. What is specialization of purpose?

30. Why is brand value hard to quantify?

31. What are Kevin Keller’s and Kevin Aaker’s models?

32. How can Kevin Aaker and Kevin Keller be used together?

33. What is brand personality?

34. What are Jennifer Aaker’s personality dimensions?

35. What is the danger of rigid brand archetypes?

36. What are operational values?

37. How to conduct a values audit?

38. What is the role of values in delegation?

39. What is brand salience?

40. What is brand resonance?

41. What is a Net Promoter Score (NPS)?

42. How should a low NPS be handled?

43. What are brand touchpoints?

44. Why do touchpoints matter?

45. What is the Story Brand methodology?

46. What is the customer journey?

47. Why is CSI (Corporate Social Investment) important to branding?

48. What is ‘double sustainability’ in CSI?

49. What makes CSI effective?

50. What are the dangers of PR-driven CSI?

51. What are the three core briefing questions?

52. What is performance branding?

53. What are reference sales?

54. What is the brand ladder?

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What is a brand?

A brand is an emotional connection to a product or service, forming a relationship that influences consumer behavior and business outcomes. More..

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What is the emotional continuum in branding?

It ranges from logic-based utility on one end to wild-eyed devotion on the other. The stronger the emotion, the more powerful the brand. More…

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Why do consumers fear choice?

They fear poor value, misaligned values, and social rejection. Brands ease this fear by offering trust, convenience, and social validation. More…

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How does branding create convenience?

It reduces the cognitive effort needed at the point of purchase by signaling reliability and value. More…

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Why is branding important for business efficiency?

Strong brands require less push marketing, allowing for cost-effective pull strategies that reduce promotional overheads. More…

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What is the role of value addition in branding?

Offering added incentives like packaging, discounts, or availability strengthens loyalty and persuades switchers. More…

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What differentiates products in commoditized categories?

Branding, such as identity, personality, and emotional appeal, helps even basic goods like salt stand out.

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What is post-truth in brand decisions?

When emotional bias outweighs rational evaluation, leading consumers to choose based on identity or group belonging. More…

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What are heuristic and cognitive biases in branding?

Heuristic: shortcut to decision-making; Cognitive: deeper irrational preference, often favoring the brand over facts. More…

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What is brand identity?

The sum of all projected signals from a brand, including visual, aural, language, product, and values. More…

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What is brand image?

The consumer’s perception of the brand’s identity. More…

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What is the brand gap?

The distance between brand identity and consumer image. A small gap indicates effective brand management. More…

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How is corporate visual identity different from brand identity?

Corporate visual identity includes visuals like logos and stationery, while brand identity includes everything that communicates meaning. More…

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What causes a brand gap to widen?

Poor customer experience, flawed marketing strategy, or mismatch with the target audience. More…

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How to identify a wide brand gap?

High reliance on push marketing, stakeholder resistance, and poor ROI from brand activities. More…

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What is the difference between branding and marketing?

Branding defines meaning and identity; marketing executes promotions and ensures the product reaches the audience. More…

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How does the 4P marketing mix relate to branding?

Product, Price, Place, Promotion all reflect brand values and influence brand perception. More…

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What is the 7P and 8P marketing mix?

Additional Ps include People (7P), Process (7P), Physical Evidence (7P), and Partnerships (8P), all of which affect branding. More…

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What is corporate philosophy?

The foundation made up of vision, mission, and values, which branding translates into market behavior. More…

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How should purpose differ from vision?

Purpose includes broader societal value; vision is usually a quantifiable goal with a timeline. More…

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Why is brand purpose crucial?

It aligns business strategy with consumer values and long-term sustainability. More…

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Who sets the brand purpose?

It should be the board or owners, not just executives, as it affects strategic direction. More…

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What is the consideration / selection set?

The group of brands a consumer actively considers when making a purchase decision. More…  

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What is a differential matrix?

A 2x2 tool defining who, when, why, and competitor context to build positioning. More…

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What is a positioning statement?

A summary of brand identity tailored to the needs and habits of the target consumer. More…

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What is brand parity?

A condition where competitors offer similar products; branding must create the emotional edge. More…

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What is competitive parity vs. category parity?

Competitive: ability to match product form. Category: presence of similar features. More…

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How to break brand parity?

Use innovation, pricing, or specialization of purpose. More…

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What is specialization of purpose?

Focusing on a niche like whitening toothpaste vs. sensitivity toothpaste to avoid cannibalizing similar brands in the product portfolio. More…

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Why is brand value hard to quantify?

It involves intangibles like goodwill, human capital, and brand equity with present and future impact. More…

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What are Kevin Keller’s and Kevin Aaker’s models?

Keller focuses on short-term consumer perception. Aaker emphasizes long-term strategic brand equity.
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How can Kevin Aaker and Kevin Keller be used together?

Use Aaker to set brand vision; apply Keller to execute and track tactics. More…

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What is brand personality?

A set of human characteristics applied to a brand to connect emotionally with consumers. More…

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What are Jennifer Aaker’s personality dimensions?

Sincerity, Excitement, Competence, Sophistication, Ruggedness. More…

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What is the danger of rigid brand archetypes?

They can restrict brand evolution or alienate new market segments. More…

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What are operational values?

Values embedded in behavior and decision-making, guiding internal culture and consumer experience. More…

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How to conduct a values audit?

1. Identify stakeholder-desired values.

2. Obtain internal buy-in.

3. Train and reinforce.

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What is the role of values in delegation?

They offer a basis for empowered, consistent decision-making at all levels. More…

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What is brand salience?

The brand’s ability to stand out and be remembered in buying situations. More…

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What is brand resonance?

The post-purchase emotional and social satisfaction that drives loyalty. More…

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What is a Net Promoter Score (NPS)?

A diagnostic tool asking how likely a customer is to recommend the brand; scored from 1 to 100.

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How should a low NPS be handled?

Conduct qualitative and quantitative research; adjust product, pricing, or identity. More…

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What are brand touchpoints?

All moments of interaction between the consumer and brand—before, during, and after purchase. More…

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Why do touchpoints matter?

They operationalize brand promises and contribute to customer experience and retention. More…

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What is the Story Brand methodology?

A communication strategy based on storytelling, placing the consumer as the hero in a story. More…

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What is the customer journey?

The progression of interaction with a brand: awareness, evaluation, purchase, and loyalty. (See also the differential matrix & positioning statement.) More…

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Why is CSI (Corporate Social Investment) important to branding?

It adds purpose, aligns with ESG goals, and strengthens emotional connection. More…

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What is ‘double sustainability’ in CSI?

When an initiative benefits both the community and the enterprise, aligning with business outcomes. More…

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What makes CSI effective?

Focused, economically impactful projects that align with business operations and values. More…

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What are the dangers of PR-driven CSI?

It may be shallow, lack long-term impact, and fail to address real needs. More…

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What are the three core briefing questions?

1. Who are we talking to?
2. What are we saying?
3. What do we want them to do?

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What is performance branding?

Branding that contributes directly to measurable results and business goals. More…

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What are reference sales?

Sales that can be linked to a marketing event (such as a price promo) or branding techniques such as influencer marketing and consumer advocacy. More…

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What is the brand ladder?

The brand ladder progresses from product features, to emotional benefits, to brand essence. The brand manager’s role is to match emotional depth with consumer needs, budget, and competitive context. More…