Class 9: Branding

Question 1

brand -

Answer 1

name, sign, symbol or a combination of these elements, intended to differentiate one seller from another

Question 2

Brand elements:

Answer 2

name, logo, symbol, package design

Question 3

the most important purpose of branding -

Answer 3

consumers perceive the difference among brands

Question 4

Brand equity -

Answer 4

added value given to products
recognition, loyalty of clients, joy

Question 5

brand equity vs brand valuation

Answer 5

brand equity doesn’t reflect brand’s monetary value
valuation is estimating the financial value

Question 6

Color and meaning behind it

Answer 6

Red - power, passion, energy
Blue - confidence, professionalism, security
Yellow - optimistic
Green - natural, peaceful
Purple - calm, imaginative
Pink - romantic
Orange - warm, friendly
Black - quality, exclusiveness

Question 7

Brand identifiers vs brand referents vs brand associations

Answer 7

Identifiers are owned by brand
Referents exist independently, not uniquely identifying company

but both are in yhe brand identity, created by business

brand associations are a part of brand image, on the side of the consumers

Question 8

Brand association map - what and why?

Answer 8

to visually show the attributes the brand associated with
to see the brand’s position

Question 9

Attributes vs benefits in the product offer

Answer 9

Attributes - characteristics before use - color, strength, design
Benefits - characteristics after use, experience - safety, beauty, price/quality