ADV3403 Exam 2 Study Guide
questions n answers rated A+
Brand identity (definition) - ANS ✔✔The collection of brand elements used by a company to
represent their brand
Steps in the 5-step branding process - ANS ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5. managing 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
2. reassurance
3. engagement
Six common situations when a business or company would start the branding process - ANS
✔✔1. New company, new product
2. Name change
3. Revitalize a brand
4. Revitalize a brand identity
, 5. Create an integrated system
6. When companies merge
Ansible case study (week 6) - ANS ✔✔New Kind helped Ansible, an open-source technology,
transform its brand by conducting research with customers, partners, and employees. They
discovered that Ansible's strength lay in its ability to simplify IT automation. New Kind
developed a brand messaging architecture and visual identity focused on simplicity and
inclusivity, aiming to engage the existing community. Two years after the rebranding, Ansible's
organic community and business growth exceeded expectations. In 2015, Ansible was acquired
by Red Hat and remains a thriving technology in their portfolio.
(RED) case study (week 6) - ANS ✔✔Bono and Bobby Shriver introduced a concept called
"conscious consumerism" to combat AIDS in Africa by partnering with global brands. Their
business model aimed to provide sustainable income to the Global Fund, offer consumers an
effortless way to donate, and generate profits for partner companies. Wolff Olins collaborated
to create the (RED) brand, emphasizing inspiration and connection for consumers. The brand
architecture linked partner brands to (RED) while maintaining their unique identity. (RED)
quickly gained recognition and raised over $465 million for the Global Fund, impacting over
ninety million lives since its launch in 2006.
Southwest Airlines case study (week 6) - ANS ✔✔Southwest Airlines, with a history of success
and a focus on humanity, sought to refresh its visual identity and connect with millennials and
business travelers. Lippincott aimed to align Southwest's culture with its history and identified
the heart as a powerful symbolic asset representing the airline's emphasis on people. The heart
became the iconic symbol, used in various brand elements, such as livery, in-flight materials,
and the website. This refresh emphasized Southwest's core values of authenticity and a
personal touch. Southwest's new brand symbol, the heart, resonated with customers,
reinforcing the airline's commitment to treating people with care, regardless of where they sit.
Vueling case study (week 6) - ANS ✔✔Vueling, conceived as the first budget airline in Spain and
southern Europe, faced the challenge of reinventing the low-cost airline category and proving
that low prices didn't mean lower service standards. Saffron Brand Consultants created the
name "Vueling" to signify flying and designed a new customer experience that was direct,
simple, and down-to-earth. The entire identity system, including verbal and behavioral
questions n answers rated A+
Brand identity (definition) - ANS ✔✔The collection of brand elements used by a company to
represent their brand
Steps in the 5-step branding process - ANS ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5. managing 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
2. reassurance
3. engagement
Six common situations when a business or company would start the branding process - ANS
✔✔1. New company, new product
2. Name change
3. Revitalize a brand
4. Revitalize a brand identity
, 5. Create an integrated system
6. When companies merge
Ansible case study (week 6) - ANS ✔✔New Kind helped Ansible, an open-source technology,
transform its brand by conducting research with customers, partners, and employees. They
discovered that Ansible's strength lay in its ability to simplify IT automation. New Kind
developed a brand messaging architecture and visual identity focused on simplicity and
inclusivity, aiming to engage the existing community. Two years after the rebranding, Ansible's
organic community and business growth exceeded expectations. In 2015, Ansible was acquired
by Red Hat and remains a thriving technology in their portfolio.
(RED) case study (week 6) - ANS ✔✔Bono and Bobby Shriver introduced a concept called
"conscious consumerism" to combat AIDS in Africa by partnering with global brands. Their
business model aimed to provide sustainable income to the Global Fund, offer consumers an
effortless way to donate, and generate profits for partner companies. Wolff Olins collaborated
to create the (RED) brand, emphasizing inspiration and connection for consumers. The brand
architecture linked partner brands to (RED) while maintaining their unique identity. (RED)
quickly gained recognition and raised over $465 million for the Global Fund, impacting over
ninety million lives since its launch in 2006.
Southwest Airlines case study (week 6) - ANS ✔✔Southwest Airlines, with a history of success
and a focus on humanity, sought to refresh its visual identity and connect with millennials and
business travelers. Lippincott aimed to align Southwest's culture with its history and identified
the heart as a powerful symbolic asset representing the airline's emphasis on people. The heart
became the iconic symbol, used in various brand elements, such as livery, in-flight materials,
and the website. This refresh emphasized Southwest's core values of authenticity and a
personal touch. Southwest's new brand symbol, the heart, resonated with customers,
reinforcing the airline's commitment to treating people with care, regardless of where they sit.
Vueling case study (week 6) - ANS ✔✔Vueling, conceived as the first budget airline in Spain and
southern Europe, faced the challenge of reinventing the low-cost airline category and proving
that low prices didn't mean lower service standards. Saffron Brand Consultants created the
name "Vueling" to signify flying and designed a new customer experience that was direct,
simple, and down-to-earth. The entire identity system, including verbal and behavioral
