Lesson 2

Question 1

is the strategic process of delivering messages that define
and reinforce a brand’s identity, values, and promise to its target audience

Answer 1

Brand communication

Question 2

The visual and
verbal representation of a brand
(logo, colors, tagline)

Answer 2

Brand Identity

Question 3

Interactions that shape perceptions and trust in the brand

Answer 3

Customer Experience

Question 4

The core
values and positioning that a
company
communicates.

Answer 4

Brand Messaging

Question 5

Repeated and
unified messages across different
platforms

Answer 5

Consistency

Question 6

refers to all strategies, tools, and channels businesses use to
promote their products and services

Answer 6

Marketing Communication

Question 7

Components of Marketing Communication

Answer 7

Advertising, Public relations, Sales promotions, Personal selling, Digital marketing

Question 8

Paid messages through TV, print,
radio, or digital media

Answer 8

Advertising

Question 9

Managing a company’s image through media
coverage.

Answer 9

Public relations

Question 10

Discounts, coupons, and contests to encourage
purchases

Answer 10

Sales Promotion

Question 11

Direct communication between
salespeople and customers

Answer 11

Personal selling

Question 12

Social media, email marketing,
and online ads

Answer 12

Digital marketing

Question 13

Roles of brand communication in Marketing

Answer 13

• Building Brand Awareness
• Creating Brand Loyalty and Trust
• Influencing Consumer Perception and Purchase Decisions
• Differentiating from
  Competitors
• Supporting the Marketing Mix
  (4Ps)

Question 14

Business Card Elements

Answer 14

1. Name
2. Job title
3. Company Name
4. Logo
5. Contact information
6. Physical address
7. Social Media Handles
8. Tagline and slogan
9. QR code
10. Design elements

Question 15

International Standard (ISO
7810 ID-1):

Answer 15

3.37 x 2.13 inches

Question 16

North America Business card size

Answer 16

(3.5 x 2 inches)

Question 17

Europe & Most of Asia

Answer 17

(3.34 x 2.17 inches)

Question 18

Communicates Quality and Value

• Design, packaging, branding, and features convey
  a product’s positioning.

Answer 18

Product

Question 19

Communicates Brand Positioning

• High prices suggest exclusivity and luxury.
• Low prices indicate affordability and mass-market appeal

Answer 19

Price

Question 20

Communicates Brand Identity and Value Proposition

• Advertisements, sponsorships, and social media create brand
  awareness and engagement

Answer 20

Promotion

Question 21

is the strategic
process of reshaping a brand’s identity,
perception, and market position to stay relevant and competitive.

Answer 21

Brand transformation

Question 22

It involves
changes in visual identity, messaging,
customer experience, and sometimes,
the business model itself.

Answer 22

Brand transformation

Question 23

Consumer preferences
and trends change over time

Answer 23

Market evolution

Question 24

Adjusting
brand identity for global reach.

Answer 24

Expansion into New Markets

Question 25

A brand may need to shift its market positioning for better appeal.

Answer 25

Repositioning

Question 26

To differentiate from competitors or maintain market leadership

Answer 26

Competitive Pressure

Question 27

Rebuilding after a PR crisis or declining sales

Answer 27

Crisis recovery

Question 28

Steps in brand transformation

Answer 28

1. Research and brand audit - Analyze customer perception, competitors, and market trends 2. Define the new brand Identity - Revise brand values, mission and positioning 3. Revamp Brand elements - Update logo, slogan and design to reflect brand transformation 4. Adjust brand messaging and communication - Redefine the brand’s voice and storytelling strategies 5. Relaunch and promote the new brand identity - Implement the changes through advertising, social media, and packaging updates. 6. Monitor Consumer Response and Adjust Accordingly - Track brand perception and fine-tune strategies based on customer feedback.

Question 29

Best Practices for Brand communication During Change

Answer 29

1. Reinforce core brands values 2. B transparent and Honest 3. Engage with customers through multiple channels 4. Involve employees in brand messaging 5. Use of storytelling to drive emotional connection

Question 30

Even with a transformation, ensure the brand remains connected to its original identity.

Answer 30

Reinforce core brand values

Question 31

Explain the reason for the change to customers and stakeholders.

Answer 31

Be Transparent and Honest

Question 32

Use social media, emails, and press releases to guide customers through the transition

Answer 32

Engage with Customers Through Multiple Channels

Question 33

Employees should be aligned with the new brand identity to communicate it effectively

Answer 33

Involve Employees in Brand Messaging

Question 34

A compelling narrative helps customers relate to the transformation

Answer 34

Use Storytelling to Drive Emotional Connection

Question 35

Key elements of a successful print ad

Answer 35

1. Headline (The Attention Grabber) 2. Image (the visual hook) 3. Copy (The main message) 4. Call-to-action (The next step) 5. Logo and Branding (Identity Reinforcement) 6. White space (Visual breathing room)

Question 36

The first thing a reader notices; should be catchy and clear. *Example: Nike – “Find Your Greatness.”

Answer 36

Headline

Question 37

A powerful, relevant image that enhances the message. *Example: McDonald's uses appetizing food photography to entice customers

Answer 37

Image

Question 38

the text that provides details about the product/service. *Example: Apple’s minimalist ad copy for the iPhone focuses on key features and innovation

Answer 38

Copy

Question 39

Encourages the audience to take action, such as “Buy Now” or “Visit Our Store.” *Example: “Subscribe Now & Get 30% Off!”

Answer 39

Call-to-action

Question 40

*Ensures the ad is immediately associated with the brand. *Example: Coca Cola’s iconic red and white logo in all ads.

Answer 40

Logo and branding

Question 41

Balances text and images for a clean, professional look. *Example: Apple’s minimalist approach in its MacBook ads

Answer 41

White Space

Question 42

is essential in shaping a company’s image, building customer trust, and driving sales. It integrates with marketing strategies to create a strong, consistent message that differentiates a brand in a competitive market. Understanding different types of markets and the role of the 4Ps helps businesses craft effective communication strategies that resonate with their audience

Answer 42

Brand comunication