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Branding > Brand Elements > Flashcards

Brand Elements Flashcards

1
Q

Young & Rubicam’s 4Cs

A

▫ Cross
▫ Cultural
▫ Consumer
▫ Characterization

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2
Q

▫ Need for change, discovery
▫ Desire to be different

A

The Explorer

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3
Q

▫ Focuses on their status

A

The Aspirer

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4
Q

Tries products for the visual looks

A

The Aspirer

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5
Q

Looks at how others view them

A

The Aspirer

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6
Q

▫ Strong goals

A

The Succeeder

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7
Q

▫ Tends to be responsible

A

The Succeeder

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8
Q

Aggressive attitude to life as they look for control

A

The Succeeder

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9
Q

Intellectual and tolerant

A

The Reformer

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10
Q

Doesn’t buy products just because they’re new

A

The Reformer

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11
Q

Looks for enlightenment

A

The Reformer

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12
Q

▫ Desire to fit in with society

A

The Mainstream

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13
Q

▫ Sticks with value for money

A

The Mainstream

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14
Q

▫ Striving for security

A

The Mainstream

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15
Q

▫ Has the “You Only Live Once” approach

A

The Struggler

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16
Q

▫ Focus on the present

A

The Struggler

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17
Q

▫ Looking for a sense of escape

A

The Struggler

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18
Q

Has unchanging values

A

The Resigned

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19
Q

Is likely to stick with what they are familiar with

A

The Resigned

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20
Q

The Essence, Core Value, Promise, Philosophy

A

Brand Purpose

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21
Q

Brand Strategy Process (Brand Guidelines)

A

→ Brand Heart
→ Brand Messaging
→ Visual Identity

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22
Q

▫ Purpose
▫ Vision
▫ Mission
▫ Values

A

→ Brand Heart

23
Q

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

A

→ Brand Messaging

24
Q

▫ Logo
▫ Typography
▫ Color
▫ Imagery
▫ Additional Elements

A

Visual Identity

25
Q

Functional Benefit Cheat Sheet (FUNCTIONAL ZONES)

A

(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

26
Q

Functional Benefit Cheat Sheet (EMOTIONAL ZONES)

A

(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

27
Q

Brand Positioning Strategy

A

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

28
Q

Positioning Statement

A

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

29
Q

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

A

MISSION

30
Q

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

A

MISSION

31
Q

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

A

VISION

32
Q

▫ Determines the intended direction of the organization

A

VISION

33
Q

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

A

TAGLINES

34
Q

Merch and Collaterals

A

VISUALS

35
Q

Brand Touchpoints
▫ Stationery
▫ Packaging
▫ Website
▫ Social Media

A

VISUALS

36
Q

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

A

FONTS

37
Q

There are four major types of typography:

A

▫ Serif
▫ Sans Serif
▫ Script
▫ Display

38
Q

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

A

PURPLE

39
Q

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

A

BLUE

40
Q

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

A

GREEN

41
Q

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

A

YELLOW

42
Q

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

A

ORANGE

43
Q

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

A

RED

44
Q

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

A

WHITE

45
Q

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

A

BLACK

46
Q

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

A

LOGO TYPE

47
Q

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

A

LETTERMARK

48
Q

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

A

EMBLEM

49
Q

Immediate recognizable literal image that has been simplified and stylized

A

PICTORIAL MARK

50
Q

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

A

ABSTRACT MARK

51
Q

positive feelings, suggests feelings of community, unity and love

A

ROUND SHAPES

52
Q

▫ strength and efficiency, create feelings of stability and trustworthiness

A

SHARP SHAPES

53
Q

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

A

STRAIGHT LINES

Branding (4 decks)

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