What is Branding (w1)

Question 1

What is a trademark?

Answer 1

Distinctive sign or indicator used by an individual, business
organization or other legal entity to identify that the products and/or services to consumers with
which the trademark appears originate from a unique source, and to distinguish its products or
services from those of other entities.

Question 2

Copyright?

Answer 2

Protection is granted to the author for their original work (ex: Poetry, Novels, Unique
writing, Art, Research,
Movies, Songs)

Question 3

Trademark?

Answer 3

Logo which allows the brand to be distinguished from others (ex: Symbol, Logo, Design,
Word, Phrase, Color,
Sound)

Question 4

Patent?

Answer 4

Obtaining protection for new inventions that are new and original (ex: Scientific invention,
Novel writing and
Other industrial
applicability)

Question 5

What is a brand?

Answer 5

system of attributes

Question 6

How many attributes does a brand have and which ones?

Answer 6

2: physical and intangible attributes

Question 7

Physical A

Answer 7

brand system of signs
(name, logo, colors, pay off)

Question 8

Intangible A

Answer 8

brand values and
associations as perceived by consumers

Question 9

What is Brand Equity?

Answer 9

value premium that a company
generates from a product with a recognizable name,
when compared to a generic equivalent

Question 10

What are the 3 characteristics of intangible Attributes?

Answer 10

Function, experience and meaning

Question 11

Function?

Answer 11

Performance
Efficiency
Reliability
Safety
Comfort

Question 12

Experience?

Answer 12

Sense and feel
Pleasure
Beauty
Joy
Fun

Question 13

Meaning?

Answer 13

Meaning given by an individual or a
group of people, Identity, Style,
Status, Fashion

Question 14

Positioning in fashion and luxury means defining:

Answer 14

●Target (end consumer and trade channel)
● Fashion content (basic/trendy)
● Price range (luxury, RTW, diffusion, bridge, mass)
● Style (classic, updated, contemporary, avant-garde)
● Product categories (total look vs special categories)
● Life occasions (daily, work, leisure, special occasions)
● Markets (global vs local)

Question 15

What is a diffusion line?

Answer 15

Is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower
prices

Question 16

What are Bridge Brands?

Answer 16

These brands intend to bridge the gap between high end and mass market.

Question 17

What is the heritage?

Answer 17

Is the brand tradition, mythology and storytelling

Question 18

What is stylistic identity?

Answer 18

Permanent set of stylistic codes (fabric, texture, color, pattern, volume, silhouette) defining the brand unique and long term style

Question 19

Communication identity?

Answer 19

Permanent set of communication codes defining the brand unique image

Question 20

Retail Identity

Answer 20

Permanent set of codes related to interior design defining the brand unique retail
experience