ADV3403 Exam 3 questions with answers rated A+

ADV3403 Exam 3 questions with
answers rated A+

Branding Process - ANS ✔✔Successful branding initiatives follow an underlying and universally
understood design process



Why follow a process? Branding is expensive



Benefits/Advantages of Branding Process (6) - ANS ✔✔Advantages:

1) Assures everyone that a PROVEN method is being used

2) Helps set REALISTIC timelines and budgets

3) Builds design team CONFIDENCE

4) Showcases VALUE of project management (smart, efficient, cost-effective)

5) Challenges and STRENGTHENS all creative solutions

6) Sets EXPECTATIONS for complexity of the project



5 Step Branding Process - ANS ✔✔5 Steps:

1) Conducting research

2) Clarifying strategy

3) Designing identity

4) Creating touchpoints

5) Managing assets



Conducting Research (Branding Process Step 1) - ANS ✔✔• Gathering secondary research

• Client business data

,• Client creative (brand audit)

• Client marketing research (marketing audit)

• Conducting/fielding primary research

• Talking to key stakeholders (CEO's, sales people, etc.)

• Compiling key audit learning



Clarifying Strategy (Branding Process Step 2) - ANS ✔✔• Compile all learning

• Develop positioning platform

• Create insight-driven strategic recommendations

• Brand brief

• Creative brief

• Naming strategy



Designing Identity (Branding Process Step 3) - ANS ✔✔Visualize the future

Brainstorm the big idea

Design brand identity system

Explore key applications

Finalize brand architecture

Present visual strategy

Achieve agreement



Creating Touchpoints (Branding Process Step 4) - ANS ✔✔• Brand identity design concept is
approved

• Time to finalize/perfect the brand identity

• Time to build out brand touchpoints

• Priority 1 - Brand signature

, • Priority 2 - Identifying and building everything else



Project Manager - definition, key responsibilities - ANS ✔✔The person in charge of both the
planning and the execution of EACH STEP of a specific project.

• All aspects

• All steps

• All revisions

• All budgets

• All deadlines



Agency Side Project Manager - ANS ✔✔Large Design/Branding Agencies

• Dedicated Project Managers with Support Teams

• Researchers

• Strategists

• Designers

• Naming specialists



Smaller Design/Branding Agencies

• Owner/Founder

• Senior Creative Director

• Senior Designer



Client Side Project Manager - ANS ✔✔Large companies:

- Must be someone who has authority to make decisions

• Chief Marketing Officer (CMO)

• Director of Marketing