Brand Elements

Question 1

Young & Rubicam’s 4Cs

Answer 1

▫ Cross
▫ Cultural
▫ Consumer
▫ Characterization

Question 2

▫ Need for change, discovery
▫ Desire to be different

Answer 2

The Explorer

Question 3

▫ Focuses on their status

Answer 3

The Aspirer

Question 4

Tries products for the visual looks

Answer 4

The Aspirer

Question 5

Looks at how others view them

Answer 5

The Aspirer

Question 6

▫ Strong goals

Answer 6

The Succeeder

Question 7

▫ Tends to be responsible

Answer 7

The Succeeder

Question 8

Aggressive attitude to life as they look for control

Answer 8

The Succeeder

Question 9

Intellectual and tolerant

Answer 9

The Reformer

Question 10

Doesn’t buy products just because they’re new

Answer 10

The Reformer

Question 11

Looks for enlightenment

Answer 11

The Reformer

Question 12

▫ Desire to fit in with society

Answer 12

The Mainstream

Question 13

▫ Sticks with value for money

Answer 13

The Mainstream

Question 14

▫ Striving for security

Answer 14

The Mainstream

Question 15

▫ Has the “You Only Live Once” approach

Answer 15

The Struggler

Question 16

▫ Focus on the present

Answer 16

The Struggler

Question 17

▫ Looking for a sense of escape

Answer 17

The Struggler

Question 18

Has unchanging values

Answer 18

The Resigned

Question 19

Is likely to stick with what they are familiar with

Answer 19

The Resigned

Question 20

The Essence, Core Value, Promise, Philosophy

Answer 20

Brand Purpose

Question 21

Brand Strategy Process (Brand Guidelines)

Answer 21

→ Brand Heart
→ Brand Messaging
→ Visual Identity

Question 22

▫ Purpose
▫ Vision
▫ Mission
▫ Values

Answer 22

→ Brand Heart

Question 23

▫ Brand Essence (Personality, Voice, Tone)
▫ Tagline
▫ Value Prop
▫ Messaging Pillars

Answer 23

→ Brand Messaging

Question 24

▫ Logo
▫ Typography
▫ Color
▫ Imagery
▫ Additional Elements

Answer 24

Visual Identity

Question 25

Functional Benefit Cheat Sheet (FUNCTIONAL ZONES)

Answer 25

(1) Works better for you (2) Simplifies your life (3) Makes you smarter (4) Saves you money (5) Helps your family (6) Helps you be healthier (7) Stay Connected (8) Sensory Appeal (9) Experience

Question 26

Functional Benefit Cheat Sheet (EMOTIONAL ZONES)

Answer 26

(1) Curious for knowledge (2) Stay in control (3) Feel myself (4) Feel Comfortable (5) Feel Liked (6) Get noticed (7) Feel free (8) Sense of optimism

Question 27

Brand Positioning Strategy

Answer 27

▫ against a major competitor ▫ away from others in category ▫ as a category leader ▫ to a specific consumer segment ▫ as unique

Question 28

Positioning Statement

Answer 28

For [target customers], [company name] is the [market definition of product] that delivers [brand promise] because of [reason to believe]

Question 29

▫ The reason why a company exists and does the work it does

Answer 29

MISSION

Question 30

▫ Short Summary of an organization’s core purpose, focus, and aims

Answer 30

MISSION

Question 31

▫ Company’s aspirations for the future and what they hope to achieve

Answer 31

VISION

Question 32

▫ Determines the intended direction of the organization

Answer 32

VISION

Question 33

The lines you remember, advertising slogan that conveys the brand’s spirit in the shortest way possible

Answer 33

TAGLINES

Question 34

Merch and Collaterals

Answer 34

VISUALS

Question 35

Brand Touchpoints ▫ Stationery ▫ Packaging ▫ Website ▫ Social Media

Answer 35

VISUALS

Question 36

Typography refers to the font you choose for your branding materials.

Answer 36

FONTS

Question 37

There are four major types of typography:

Answer 37

▫ Serif ▫ Sans Serif ▫ Script ▫ Display

Question 38

▫ wisdom, wealth, royalty, power, luxury, magic ▫ powerful, calming, strength

Answer 38

PURPLE

Question 39

▫ depth, stability, wisdom, trust, confidence ▫ calming

Answer 39

BLUE

Question 40

▫ growth, health, harmony, safety, nature ▫ calm, refreshed

Answer 40

GREEN

Question 41

▫ energy, happy, warming, attention ▫ aggravation, joy

Answer 41

YELLOW

Question 42

▫ enthusiasm, heat, success, creativity ▫ Warmth, excitement

Answer 42

ORANGE

Question 43

▫ passion, energy, strength, love, power, determination ▫ intensity, angry, excitement

Answer 43

RED

Question 44

▫ purity, light, clean, sterile, innocent, spacious ▫ cold, unfriendly

Answer 44

WHITE

Question 45

▫ power, mystery, elegance, evil, mourning, death ▫ confident, calm, stable, mysterious

Answer 45

BLACK

Question 46

just a brand name that has been stylized to convey a brand attribute or positioning

Answer 46

LOGO TYPE

Question 47

Unique design using one or more letterforms that act as a mnemonic device for a companies name

Answer 47

LETTERMARK

Question 48

Mark in which the company name is inextricably connected to a pictorial element

Answer 48

EMBLEM

Question 49

Immediate recognizable literal image that has been simplified and stylized

Answer 49

PICTORIAL MARK

Question 50

Symbol that conveys a big idea, and often embodies strategic ambiguity

Answer 50

ABSTRACT MARK

Question 51

positive feelings, suggests feelings of community, unity and love

Answer 51

ROUND SHAPES

Question 52

▫ strength and efficiency, create feelings of stability and trustworthiness

Answer 52

SHARP SHAPES

Question 53

▫ vertical lines suggests masculinity and strength ▫ horizontal lines suggests tranquility and mellow vibes ▫ diagonal lines is dynamism

Answer 53

STRAIGHT LINES