ADV3403 Exam 2 questions with
complete solutions
the branding process - ANS ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5. managing assets
primary function of brands - ANS ✔✔1. navigation: brands help consumers choose from a
bewildering array of choices
2. reassurance: brands communicate the intrinsic quality of the product or service and reassure
customers that they have made the right choices
3. engagement: brands are distinctive imagery, language, and associations to encourage
consumers to identify with the brands
brand identity - ANS ✔✔tangible part of a brand that appeals to the senses. you can see it,
touch it, hold it, hear it, watch it move. it fuels recognition, amplifies differentiation, and makes
big ideas and meaning accessible.
brand strategy - ANS ✔✔an informed, long-term, unifying idea around which all behaviors,
actions, and communications are aligned
brand touchpoints - ANS ✔✔*chart*
role of marketing vs branding - ANS ✔✔Branding:
- why
, - long-term
- macro
- defines trajectory
- the reason someone buys
- builds loyalty
- the being
Marketing:
- how
- short-term
- micro
- defines tactics
- the reason someone first buys
- generates response
- the doing
role of stakeholders - ANS ✔✔those who affect the brand's success. help determine strategy.
gaining insight into stakeholder characteristics, behavior, needs, and perceptions yields a high
return
brand architecture - ANS ✔✔the hierarchy of brands within a single company. the
interrelationship of the parent company, subsidiary companies, products, and services should
mirror the marketing strategy. bringing consistency, verbal, and visual order to disparate
elements helps a company grow and market more effectively.
monolithic brand architecture - ANS ✔✔- characterized by a strong, single master brand
- customers make choices based on brand loyalty
- features and benefits matter less to the consumer than the brand promise and persona
complete solutions
the branding process - ANS ✔✔1. conducting research
2. clarifying strategy
3. designing identity
4. creating touchpoints
5. managing assets
primary function of brands - ANS ✔✔1. navigation: brands help consumers choose from a
bewildering array of choices
2. reassurance: brands communicate the intrinsic quality of the product or service and reassure
customers that they have made the right choices
3. engagement: brands are distinctive imagery, language, and associations to encourage
consumers to identify with the brands
brand identity - ANS ✔✔tangible part of a brand that appeals to the senses. you can see it,
touch it, hold it, hear it, watch it move. it fuels recognition, amplifies differentiation, and makes
big ideas and meaning accessible.
brand strategy - ANS ✔✔an informed, long-term, unifying idea around which all behaviors,
actions, and communications are aligned
brand touchpoints - ANS ✔✔*chart*
role of marketing vs branding - ANS ✔✔Branding:
- why
, - long-term
- macro
- defines trajectory
- the reason someone buys
- builds loyalty
- the being
Marketing:
- how
- short-term
- micro
- defines tactics
- the reason someone first buys
- generates response
- the doing
role of stakeholders - ANS ✔✔those who affect the brand's success. help determine strategy.
gaining insight into stakeholder characteristics, behavior, needs, and perceptions yields a high
return
brand architecture - ANS ✔✔the hierarchy of brands within a single company. the
interrelationship of the parent company, subsidiary companies, products, and services should
mirror the marketing strategy. bringing consistency, verbal, and visual order to disparate
elements helps a company grow and market more effectively.
monolithic brand architecture - ANS ✔✔- characterized by a strong, single master brand
- customers make choices based on brand loyalty
- features and benefits matter less to the consumer than the brand promise and persona
