Lesson 5

Question 1

What is a brand?

Answer 1

An identifier

A promise

An asset

A set of perceptions

A “mind
share”

Question 2

Two elements of brand

Answer 2

Tangible
Intangible

Question 3

Tangible Elements

Answer 3

Visual Design elements

Distinctive Product features

Question 4

What are visual design elements

Answer 4

logo, color, images,
tagline, packaging,

Question 5

What are distinctive product features

Answer 5

quality,
design sensibility,
personality, etc.

Question 6

Intangible elements

Answer 6

Customers’
experience with a
product or
company

Question 7

What are under Customers’
experience with a
product or
company

Answer 7

reputation, customer
experience

Question 8

Functions of brand

Answer 8

Brands
Convey
Meaning

Brands
create value
for
consumers

Question 9

What’s under Brand Convey Meaning

Answer 9

Attributes

Benefits

Values

Culture

Personality

User

Question 10

–specific product features

Answer 10

Attributes

Question 11

–attributes translate into functional
and emotional benefits

Answer 11

Benefits

Question 12

–company values and operational
principles

Answer 12

Values

Question 13

–cultural elements of the company
and brand

Answer 13

Culture

Question 14

–strong brands often project a
distinctive personality

Answer 14

Personality

Question 15

how does Brands create VALUE for
CONSUMERS

Answer 15

Brands help simplify
consumer choices

Brands help create trust,
so that a person knows
what to expect from a
branded company,
product, or service

This builds customer
loyalty, which is valuable
to businesses.

Question 16

Types of brands

Answer 16

Individual
products

Services

Organizations

Individual
Persons

Groups

Events

Geographic Places

Private label
brands

Media

E-brands

Question 17

refers to the
value of a
well-known
brand that
conjures positive
(or negative)
mental and
emotional
associations.

Answer 17

Brand Equity

Question 18

How to Measure
Brand Equity

Answer 18

Price
premium

Customer
satisfaction

Perceived
quality

Leadership
/popularity

Value

Brand personality

Organizational
associations

Brand
awareness

Market Share

Market price
and
distribution
coverage

Question 19

Brand Asset Valuator

Answer 19

Differentation

Relevance

Esteem

Knowledge

Question 20

the defining characteristics of the
brand and its distinctiveness relative to
competitors

Answer 20

Differentiation

Question 21

the appropriateness and connection of
the brand to a given consumer

Answer 21

Relevance

Question 22

consumers’ respect for and attraction to
the brand

Answer 22

Esteem

Question 23

consumers’ awareness of the brand
and understanding of what it represents

Answer 23

Knowledge

Question 24

is a
consumer’s
commitment to
repurchase or otherwise
continue using a
particular brand by
repeatedly buying a
product or service.
Perceived
value, satisfaction,
and brand trust are also
elements of

Answer 24

Brand loyalty

Question 25

Types of customers

Answer 25

Hard-core Loyal Split Loyal Shifting Loyal Switchers

Question 26

Why Create LOYALTY Programs? (brief explanation)

Answer 26

The benefits of brand loyalty are longer tenure, or staying a customer for longer, and lower sensitivity to price. By creating promotions and loyalty programs that encourage the consumer to take some sort of action, companies are building brand loyalty by offering more than just an advertisement.

Question 27

What are under the brand platform

Answer 27

Mission statement Value proposition Brand promise: the singular experience your brand promises to provide to your customers Core values: guiding principles for how an organization does business Brand voice or personality Brand-positioning statement

Question 28

the singular experience your brand promises to provide to your customers

Answer 28

Brand promise

Question 29

guiding principles for how an organization does business

Answer 29

Core values

Question 30

set the linguistic and visual tone for all brand-related communications

Answer 30

brand voice and personality

Question 31

should include all the audiences for the brand, not just the specific, narrowly defined target segment you’d expect in a product- or service-positioning statement

Answer 31

Brand Positioning Statemet

Question 32

3 processes in building a brand

Answer 32

Selecting a brand name Packaging Brand logo

Question 33

is one of the most important product decisions a seller makes.

Answer 33

Selecting a brand name

Question 34

steps of naming a brand

Answer 34

Define what you’re naming Check the landscape Brainstorm ideas Screen and knock out problematic names -Perceptual screening -Legal screening -Linguistic screening Check domain name and social media availability. Customer-test your final short-listed names Make your final selection Take steps to get trademark protection for your new brand

Question 35

Under Packaging

Answer 35

Quality Safety Instruction Legal compliance Distinction Affordability Convenience Aesthetic beauty Sustainability

Question 36

should fit the product and the customer and promote brand loyalty.

Answer 36

Packaging

Question 37

3 Key Components of a Good Logo Design

Answer 37

Simple logo Appropriate logo Memorable logo

Question 38

Tips For Effective Logo Design

Answer 38

1. Know the brand 2. Reflects Nature Of Your Business 3. Impression Is Crucial 4. Use Colors In A Planned Way 5. Pick Fonts Carefully 6. Keep It Simple 7. Make It Scalable 8. It Should Be Impressive In Colorless Version

Question 39

is defined as “a catchphrase or slogan, especially as used in advertising. A _______ is your business' mantra.

Answer 39

Tagline

Question 40

5 TIPS FOR CRAFTING A SUCCESSFUL TAGLINE

Answer 40

Keep it simple. Give it meaning. Clarity is key. Focus on the benefit. Tell a story.