Introduction (8) Flashcards
BRANDS AND BRAND MANAGEMENT - Learn the different functions of a brand - Identify the different brand elements - Develop a brand map for brand associations - Understand how to create a strategy for a cohesive brand image
What is a brand name?
the part of a brand that can be spoken
What is a logo?
a graphic design that is used as a symbol for a company, organization, or brand.
What did the origin for the term “brand” in the 1550s mean?
“ ‘mark made by a hot iron’, especially on a cask, etc., to identify the maker or quality of its contents.”
Business Dictionary defines a brand as a…
“unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.”
Business dictionary defines a brand as a unique ______, _____, _______,_______, or a combination of these, employed in creating an _______ that identifies a product and _______ it from its competitors.”
design, sign, symbol, words, image, differentiates
At the most basic level, a brand serves to _____ the seller.
identify
If there were no brand names or logos, buyers couldn’t tell which sellers produced which products at the store. Brands serve as a way for sellers to say, “Hey, this product belongs to me — I’m the one selling it!”
A brand also helps to ________ the seller.
differentiate
A mark or a logo doesn’t help the company if a customer doesn’t associate it with anything. Think back to the logos you saw earlier and the associations, memories, or emotions that came to mind; those associations are important as well. Those associations are what give the name and logo meaning, and they are an important piece of a brand.
Seth Godin describes a brand as “the set of _____, ______, ______ and _________ that, taken together, account for a consumer’s decision to choose one product or service over another.
- expectations
- stories
- memories
- relationships
What does Seth Godin say about the difference between a brand and a logo?
“Your logo is a referent, a symbol, a reminder of your brand. But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.”
“Your _____ is a referent, a symbol, a reminder of your _____. But your ______ is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.”
logo, brand, brand
What is brand identification?
The name or mark is important to identify a company. A good association with a company means nothing if there’s not a name or image to identify it or find it.
What is brand differentiation?
The reputation a company develops is important. A name or logo means nothing if there isn’t recognition and a meaning behind it.
brand differentiation is the ______ a company develops
reputation
A name or logo means nothing if there isn’t recognition and a meaning behind it.
A name or logo means nothing if there isn’t ______ and a ______ behind it.
recognition meaning
A good association with a company means nothing if there’s not a name or image to ______ it or find it.
identify
