Intro

Question 1

Name, term, design, symbol, or any
other feature that identifies one seller’s
goods & services as distinct from
those other sellers

Answer 1

BRAND

Question 2

is a result
— a person’s gut feeling about a
product, service, or company

Answer 2

BRAND

Question 3

is your reputation
— It’s in their heads & hearts

Answer 3

BRAND

Question 4

is not what
you say it is. It is
what they say it is.

Answer 4

BRAND

Question 5

Represents full personality of the company

Answer 5

BRAND

Question 6

Importance of branding

Answer 6

• Bring pride to employee
• Create a reputable, highly-regarded workplace
• Strong branding brings in strong employees

Question 7

Brand gives business what?

Answer 7

Identity

Question 8

Brand gives the customers what?

Answer 8

Relatability and connection

Question 9

Brand comes from

Answer 9

brandr

Question 10

brandr is from an old

Answer 10

norse word

Question 11

norse means to

Answer 11

burn

Question 12

slaves were marked out for ownership by

Answer 12

iron rods

Question 13

use of hand lettered bills, town criers, signs, and symbols to attract customers

Answer 13

1200

Question 14

First paper ads in England (1704) and baston newsletter in US. Fist copyright laws passed in England in 1700’s

Answer 14

1625

Question 15

“packed goods” packaging and brand names were launched

Answer 15

1865

Question 16

first multi-million dollars ad campaign. changing perceptions of marketing and branding

Answer 16

1899

Question 17

culture of need to desire

Answer 17

1920

Question 18

brand faces/ characters. brands started using characters as faces of their brands

Answer 18

1950

Question 19

mass media rules. big appeal of TV and mass media

Answer 19

1984

Question 20

to identify products and property

Answer 20

3000-1000 BC

Question 21

to convey quality and earn trust. build familiarity and allows companies to own logos and names

Answer 21

1800s-1950s

Question 22

to differentiate products and earn loyalty. uses emotional messaging to brand products and win customers

Answer 22

1950s-1960s

Question 23

to give the company a personality. begin to market their brands more than their products

Answer 23

1970s- 1990

Question 24

make more emotional connections

Answer 24

2017

Question 25

Branding challenges

Answer 25

• Adapting technology &
  new media opportunities
• Cross-cultural influences
• Shifts in consumer behavior

Question 26

Brands need to
pivot and adapt:
what is current and
available today
—bring products
and services closer
to consumers

Answer 26

Adapting technology &
new media opportunities

Question 27

Online
shopping:
new
marketplace that
brands need to
navigate

Answer 27

Adapting technology &
new media opportunities

Question 28

Traditional
advertising replaced
by social media:
demands brands to
interact and engage
directly with
customers

Answer 28

Adapting technology &
new media opportunities

Question 29

Brands need to
innovate and
experiment
with technology
to remain relevant
and still keep
close relationship
with customers

Answer 29

Adapting technology &
new media opportunities

Question 30

Internet
connected
people across
different cultures
and countries

Answer 30

Cross-cultural influences

Question 31

Trends are now
universal:
Beyond
geographical
borders

Answer 31

Cross-cultural influences

Question 32

Homegrown &
local brands:
entering
international
markets

Answer 32

Cross-cultural influences

Question 33

Increasing
global
consumption
& demand

Answer 33

Cross-cultural influences

Question 34

Consumers are
more discerning
& informed:
more “woke”

Answer 34

Shifts in consumer
behavior

Question 35

Want brands that
are sincere,
have values,
represent
positive beliefs

Answer 35

Shifts in consumer
behavior

Question 36

Sustainability &
environmental
responsibility:
important factors
for consumers

Answer 36

Shifts in consumer
behavior

Question 37

Active support
to communities
& issues like LGBT
equality, racism

Answer 37

Shifts in consumer
behavior