Branding and Design

Question 1

brand

Answer 1

a name, term, symbol or design, or combination of these, which is intended to identify goods or services of one seller, or group of sellers and to differentiate them from those of competitors

Question 2

symbol

Answer 2

any object, word or action that stands for something else

Question 3

product brand

Answer 3

can have a completely different identity than the organization behind it (pringles owned by kellogg’s)

Question 4

corporate brand

Answer 4

if endorsed (HEMA) it influences all the products of an organization, no matter what kind

Question 5

brand equity

Answer 5

represents the value of a brand in the marketplace

Question 6

brand equity elements (5)

Answer 6

• market behavior
• awareness
• association and differentiation
• quality
• loyalty

Question 7

brand identity

Answer 7

all characteristics which define the brand, according to internal target groups (= those who define the organization from the inside)

Question 8

brand image

Answer 8

identity of the organization as established by all of its audiences, over time

Question 9

brand promise

Answer 9

all benefits relevant to the purchase that are offered to the target group

Question 10

brand behavior

Answer 10

products and services offered within a brand + advertisement

Question 11

brand needs

Answer 11

what consumers expect from the brand

Question 12

brand experience

Answer 12

interactions between consumers and brands at different touch points

Question 13

different kinds of benefits consumers can obtain from an interaction with a brand (3)

Answer 13

• individual benefits (intrinsic)
• social benefits (extrinsic)
• functional benefits

Question 14

sorts of individual benefits (2)

Answer 14

• sensual-easthetic (perfume)
• hedonic (vacation)

Question 15

sorts of functional benefits (2)

Answer 15

• utilitarian
• economic

Question 16

symbolic value

Answer 16

a name has symbolic value when it elicits an emotional evaluation

Question 17

allusive names

Answer 17

are not directly descriptive of the brand or products, but they hint at brand values, superiority or characteristics of the products (Lego)

Question 18

functional value

Answer 18

a name has functional value when it elicits a practical evaluation

Question 19

coined names

Answer 19

are made up words with no prior meaning than the brand. sometimes, this also include invented people (Dr. Pepper)

Question 20

processing fluency

Answer 20

ability of people to process information and respond to it affectively

Question 21

descriptive names

Answer 21

represent a description of the products or services offered (burger king)

Question 22

conceptual fluency

Answer 22

how easily X comes to mind

Question 23

perceptual fluency

Answer 23

how easily can individuals recall X’s physical and visual characteristics

Question 24

conditioning

Answer 24

the more often two events are associated, the more the thought of the first will be associated with the second

Question 25

high-level construal

Answer 25

abstract, concerns concepts that are difficult to define concretely, for example things that are distant in space or time (healthy food)

Question 26

low level construals

Answer 26

concrete, concerns practical things that are easy to quantify (tasty food)

Question 27

logo

Answer 27

a visual emblem of the identity of a brand

Question 28

logo categories (3)

Answer 28

• symbols
• representations
• logotypes

Question 29

sonic branding

Answer 29

the strategic use of music or sounds to promote the distinctiveness of a brand, and/or increase brand loyalty