ADV3403 Branding Exam 2 Study
Guide UF fully solved
Brand Identity - ANS ✔✔Collection of brand elements used by a company to represent the
brand
Steps in the 5 Step Branding Process - ANS ✔✔(1) Conduct Research
(2) Clarify Strategy
(3) Design Identity
(4) Create Touch Points
(5) Manage Assets
Three reasons to invest in branding and design - ANS ✔✔(1) Make it easy for the customer to
buy
(2) Make it easy for the sales force to sell
(3) Make it easy to build brand equity
Three primary functions of brands - ANS ✔✔(1) Navigation - help consumers choose from a
large array of choices
(2) Reassurance - Communicate the intrinsic quality of the product or service and reassure
customers that they have made the right choice
(3) Engagement - Brands use distinctive imagery, language, and associations to encourage
customers to identify with the brand
Brand Essence definition - ANS ✔✔Intangible attributes that collectively work together to
differentiate your brand from the competition
, Key Characteristics of Brand Essence - ANS ✔✔-Relevant and unique to the brand
-Durable over time
-Single minded in focus (no "and" or "or")
Brand Touch Points definition - ANS ✔✔Places in which customers interface with the product or
service
Examples of common brand touchpoints - ANS ✔✔-PR
-Direct Mail
-Trade Shows
-Social Networks
-Business Forums
-Many More
Planned Brand Interactions - ANS ✔✔Any brand touch points where the brand maintains full
control of the message
(ex. signage, tradeshow booth)
Unplanned Brand Interactions - ANS ✔✔Any brand touch points where the brand loses some or
all control of the message (consumer reviews or posts)
MARKETING key characteristics (marketing vs. branding) - ANS ✔✔-Shorter term goals
-Generates an immediate response
-Is the DOING
BRANDING key characteristics (marketing vs. branding) - ANS ✔✔-Longer term goals
-Generates long term affinity, trust, and a reason to buy
Guide UF fully solved
Brand Identity - ANS ✔✔Collection of brand elements used by a company to represent the
brand
Steps in the 5 Step Branding Process - ANS ✔✔(1) Conduct Research
(2) Clarify Strategy
(3) Design Identity
(4) Create Touch Points
(5) Manage Assets
Three reasons to invest in branding and design - ANS ✔✔(1) Make it easy for the customer to
buy
(2) Make it easy for the sales force to sell
(3) Make it easy to build brand equity
Three primary functions of brands - ANS ✔✔(1) Navigation - help consumers choose from a
large array of choices
(2) Reassurance - Communicate the intrinsic quality of the product or service and reassure
customers that they have made the right choice
(3) Engagement - Brands use distinctive imagery, language, and associations to encourage
customers to identify with the brand
Brand Essence definition - ANS ✔✔Intangible attributes that collectively work together to
differentiate your brand from the competition
, Key Characteristics of Brand Essence - ANS ✔✔-Relevant and unique to the brand
-Durable over time
-Single minded in focus (no "and" or "or")
Brand Touch Points definition - ANS ✔✔Places in which customers interface with the product or
service
Examples of common brand touchpoints - ANS ✔✔-PR
-Direct Mail
-Trade Shows
-Social Networks
-Business Forums
-Many More
Planned Brand Interactions - ANS ✔✔Any brand touch points where the brand maintains full
control of the message
(ex. signage, tradeshow booth)
Unplanned Brand Interactions - ANS ✔✔Any brand touch points where the brand loses some or
all control of the message (consumer reviews or posts)
MARKETING key characteristics (marketing vs. branding) - ANS ✔✔-Shorter term goals
-Generates an immediate response
-Is the DOING
BRANDING key characteristics (marketing vs. branding) - ANS ✔✔-Longer term goals
-Generates long term affinity, trust, and a reason to buy
