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Baines et al.: Fundamentals of Marketing
Chapter 6: Proposition and Branding Decisions
Worksheet 6.1
Chapter Reference
Chapter 6: Proposition and Branding Decisions
Overview
This worksheet is focused on the importance of building a brand. There are several important
questions that marketers must answer, which will be considered in this worksheet. How will your
target audience form a perception of your brand? What decisions regarding brand creation and
communications must marketers manage to build successful brands? What are the criteria for
successful branding decisions?
Learning Outcomes
After completing this worksheet you should:
 understand how to build brands;
 be able to explain the characteristics and principal types of brands and branding;
 be able to propose a brand name using the six brand name criteria.
Worksheet
1) Imagine you are embarking on an entrepreneurial venture and you are about to launch
your new active-wear and sportswear ranges for a fashion-conscious, urban crowd. Based
on the brand-building process model developed by Keller (2009), discuss the necessary
steps you need to take in order to make your target audience identify with the new brand
you are aiming to build.
Typology of Brand
Brand Pyramid
Elements
Brand Salience
Brand Performance
Brand Imagery
Brand Judgements
Brand Feelings
Brand Resonance
Now consider that you need to define the true characteristics of your brand. The next
exercise will help you to develop brand personality, based on Aaker’s (1997) scale. Note that the
the main purpose is to introduce this brand as sporty, sexy and stylish, offering active-wear and
sportswear products suitable for a modern, sophisticated, urban taste. In the chart below, please
rank each dimension on a scale from 1-5, with 1 being “not important” and 5 being “very important”
for your brand.
© Oxford University Press, 2017. All rights reserved.
Baines et al.: Fundamentals of Marketing
Chapter 6: Proposition and Branding Decisions
Five dimensions of
psychosocial meaning
Sincerity
Down-to Earth, Honest,
Wholesome, Cheerful
Excitement
Daring, Spirited, Imaginative,
Up-to-Date
Competence
Reliable, Intelligent,
Successful
Sophistication
Upper-Class, Charming
Ruggedness
Outdoorsy, Tough
2) Continue this exercise by proposing a brand name for the brands discussed in the previous
questions.
Remember the six criteria of choosing a brand name. Why do you think the selected name is
appropriate?
Brand name:
Is it...
Yes/No?
easily recalled, spelled,
and spoken?
strategically consistent
with the organization’s
branding policies?
indicative of the
product’s major
benefits and
characteristics?
© Oxford University Press, 2017. All rights reserved.
Why?
Baines et al.: Fundamentals of Marketing
Chapter 6: Proposition and Branding Decisions
distinctive?
meaningful to the
customer?
capable of being
registered and
protected?
© Oxford University Press, 2017. All rights reserved.