Exam 2 Branding Question
and Correct Solutions
WK 5 The branding process, primary function of brands - Correct Answers: Branding is a process used to
build awareness, attract new customers, and extend customer loyalty. Brand builders need to seize
every opportunity to be the brand choice. Branding is deliberate differentiation.
1. Conducting Research
2. Clarifying strategy
3. Designing identity
4. Creating touchpoints
5. Managing Assets
Why start?
- New company, new product
- Name change
- Revitalize a brand
- Revitalize a brand identity
- Create an integrated system
- When companies merge
WK 5 Types of Branding - Correct Answers: Co-Branding: Partnering with another brand to achieve reach
- Digital Branding: web, social media, search engine optimization, driving commerce on the web
- Personal Branding: an individual builds a reputation.
- Cause Branding: aligning a brand with a charitable cause, or corporate social responsibility.
- Country Branding: efforts to attract tourists and business.
WK 5 Brand identity - Correct Answers: - Is tangible and appeals to the senses. It fuels recognition,
amplifies differentiation and makes big ideas and meaning accessible.
E.G. McDonald's gloves, Apple Watch, Target Giftcard, Makeup products, Cars, Peru
WK 5 Brand strategy - Correct Answers: Provides a central, unifying idea around which all behavior,
actions, and communications are aligned. Is to find a brand's highest, most enduring value.
, - Brand strategy defines positioning, differentiation, the competitive advantage, and a unique value
proposition. Needs to resonate with all stakeholders: external customers, the media, internal customers.
Alignment:
Vision, Actions, Expression, Experience
WK 5 Brand touchpoints - Correct Answers: 1. People: empowerment for consumers.
2. Process: best practices and inspiration.
3. Tools
WK 5 Role of marketing vs branding - Correct Answers: Branding is:
- why
- long-term
- macro
- defines trajectory
-the reason someone buys
- builds royalty
- is the being
Marketing is:
- how
- short-term
- micro
- defines tactics
- the reason someone first buys
- generates response
- is the doing
WK 5 Role of stakeholders - Correct Answers: - Reputation and goodwill
- High return
- Positioning information
and Correct Solutions
WK 5 The branding process, primary function of brands - Correct Answers: Branding is a process used to
build awareness, attract new customers, and extend customer loyalty. Brand builders need to seize
every opportunity to be the brand choice. Branding is deliberate differentiation.
1. Conducting Research
2. Clarifying strategy
3. Designing identity
4. Creating touchpoints
5. Managing Assets
Why start?
- New company, new product
- Name change
- Revitalize a brand
- Revitalize a brand identity
- Create an integrated system
- When companies merge
WK 5 Types of Branding - Correct Answers: Co-Branding: Partnering with another brand to achieve reach
- Digital Branding: web, social media, search engine optimization, driving commerce on the web
- Personal Branding: an individual builds a reputation.
- Cause Branding: aligning a brand with a charitable cause, or corporate social responsibility.
- Country Branding: efforts to attract tourists and business.
WK 5 Brand identity - Correct Answers: - Is tangible and appeals to the senses. It fuels recognition,
amplifies differentiation and makes big ideas and meaning accessible.
E.G. McDonald's gloves, Apple Watch, Target Giftcard, Makeup products, Cars, Peru
WK 5 Brand strategy - Correct Answers: Provides a central, unifying idea around which all behavior,
actions, and communications are aligned. Is to find a brand's highest, most enduring value.
, - Brand strategy defines positioning, differentiation, the competitive advantage, and a unique value
proposition. Needs to resonate with all stakeholders: external customers, the media, internal customers.
Alignment:
Vision, Actions, Expression, Experience
WK 5 Brand touchpoints - Correct Answers: 1. People: empowerment for consumers.
2. Process: best practices and inspiration.
3. Tools
WK 5 Role of marketing vs branding - Correct Answers: Branding is:
- why
- long-term
- macro
- defines trajectory
-the reason someone buys
- builds royalty
- is the being
Marketing is:
- how
- short-term
- micro
- defines tactics
- the reason someone first buys
- generates response
- is the doing
WK 5 Role of stakeholders - Correct Answers: - Reputation and goodwill
- High return
- Positioning information
