Mid-Term Exam: Week 1 Branding Fundamentals

Question 1

What is a brand

Answer 1

A brand is a “name, term,
sign, symbol, or design, or a combination of
them, intended to identify the goods and
services of one seller or group of sellers and to
differentiate them from those of competition.

Question 2

What are brand elements? Examples

Answer 2

Name
URL
Logos/Symbols
Character (spokes people)
Slogan
Jingles
Packaging

Question 3

What can be Branded?

Answer 3

Products and services

Question 4

What can be trademarked

Answer 4

A trademark can be almost anything that identifies the source of your goods or services, including:
Words
Phrases
Slogans
Designs
Symbols
Colors
Sounds
Scents
Letters
Numbers

Question 5

What are major differences between brand and product? How does branding provide enhanced
meanings to product-level 5 basic needs (i.e., core benefit, generic, expected, augmented, and
potential)?

Answer 5

Brand Can be differentiated on the basis of:
* Packaging
* Services provided
* Customer advice
* Financing
* Delivery arrangements
* Other things valued by the customers

5 levels of meaning for a PRODUCT (see
next slide):
* Core benefit level: satisfies the basic want or need. Eg I want a protein powder to hit my macro goals.
* Generic product level: form that meets the most basic need. Eg unfavored protein powder
* Expected product level: the collection of traits customer expects beyond just basic. Good tasting, available , easy to use protein.
* Augmented product level: extra improved features to differentiate Like protein that has unique flavors, packaged well, extra nutrients. Stuff above and beyond expected
* Potential product level: stuff that could improve the product or experience. Like rewards. You don’t have them right away, but there’s a potential for them.

Question 6

What is a Domain name?

Answer 6

Uniform
Resource Locators (URLs)

Question 7

What is a Root Domain?

Answer 7

company.com

Question 8

What is Top Level Domain?

Answer 8

Top level is a part of the domain name system, whereas the root domain is a part of the web hosting system.

TLD’s are used to classify and categorize websites, while riot domains are used to organize and manage website content.

Question 9

What is cybersquatting

Answer 9

• registering, trafficking in, or using a
  domain name with bad-faith to profit from:
  ◦ The goodwill of a trademark belonging to someone
  else

Question 10

How is logo familiarity related to perceptions of the brand (brand traits)?

Answer 10

The familiarity with a log can increase certain feelings towards a brand and some decrease with unfamiliarity.

Question 11

What are 6 criteria for choosing brand elements?

Answer 11

1. Memorable
2. Meaningful
3. Likable
4. Transferable
5. Adaptable
6. Protectable