Branding Process & Brand Research

Question 1

A systematic approach to develop an identity through research, strategic thinking, design skills, and project management.

Answer 1

Branding Process

Question 2

Key information are gathered from the market and organization. Current branding and present audit are evaluated.

Answer 2

Brand Research

Question 3

Insights from the previous phase are synthesized to develop strategy and positioning which are documented through a brand and creative brief.

Answer 3

Brand Strategy

Question 4

An idea is formulated as basis for designing an identity design system that presents a visual strategy for the brand.

Answer 4

Identity Design

Question 5

The identity design is finalized through its application prioritizing key areas where the brand can present iself to the audience.

Answer 5

Brand Touchpoints

Question 6

An approach where the assets of a brand identity are fortified through trademark protection and by other means to prepare for launching.

Answer 6

Managing Assets

Question 7

Who manages the branding process on cleint’s side in small organization?

Answer 7

the founder or owner

Question 8

Who manages the branding process on cleint’s side in large organization

Answer 8

Depends on the organizational structure such as:

head of marketing and communications
brand manager.

Question 9

_______ oversees the branding process, logistical complexity and is directly linked to key executives who are crucial decision-makers of the organization.

Answer 9

Project Manager

Question 10

Who manages the branding process on creative’s side in small firm?

Answer 10

usually managed by the main client contact, senior creative director, and senior designer

Question 11

Who manages the branding process on creative’s side in large firm?

Answer 11

project manager or accounts manager is dedicated as the main client contact.

Question 12

A _________ is acheived through customer’s ease of purchase, clear branding and process. Every good experience with a brand makes converts people to loyal customers.

Answer 12

Return of Investment

Question 13

Metrics for Brand Management

Answer 13

1. Awareness
2. Familiarity + Consideration
3. Purchase Decision
4. Loyalty
5. Value Creation

Question 14

______________ is not always about reaching an agreement or making a compromise, it recognizes that people have different opinions and are from different areas of study.

Answer 14

Collaboration

Question 15

It reviews and analyze available marketing materials that has been or are still in use.

Answer 15

Marketing Audit

Question 16

It examines the marketing materials of the competitors including but not limited to branding, key messages, identity, taglines, advertisements and online presence.

Answer 16

Competitive Audit

Question 17

It is known as message audit or content audit analyzes the idea behind the organization’s marketing.

Answer 17

Language Audit

Question 18

It gathers information externally through audience and or customer preference for products, services and brands.

Answer 18

Market Research

Question 19

It gathers non-numerical information from the market to gain knowledge of their perceptions, beliefs, feelings and motives.

Answer 19

Qualitative Research

Question 20

The observation of a customer or audience daily behavior in the environment, work, home and retail.

Answer 20

Ethnography

Question 21

A group discussion of a related subject with pre-selected participants who has common characteristics.

Answer 21

Focus group

Question 22

Open conversations about a brand can be monitored in social networks.

Answer 22

Social Listening

Question 23

In-depth interviews with key people from the organization or customers where valuable information can be gathered.

Answer 23

One on One Interview

Question 24

Shopping experience and overall satisfaction can be evaluated by a trained shopper who anonymously pose as a customer.

Answer 24

Mystery Shopping

Question 25

In contrast with Qualitative Research, numerical and statistical information can be gathered through __________

Answer 25

Quantitative Research

Question 26

Data is gathered from respondents that are grouped together through common characteristics.

Answer 26

Surveys

Question 27

The current impact of the brand should be assessed through continuous in-market ___________ that includes brand ratings, awareness and usage trends.

Answer 27

Equity Tracking

Question 28

Information from the web can utilized as they are automatically collected and are easily available and accessible.

Answer 28

Digital Analytics

Question 29

Carefully selected participants shall be observed on their live experience of the product. Immediate feedback can be acquired which can be analyzed for development and refinement of the product

Answer 29

Usability Testing