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Mock exam Branding & Design + answers
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This document includes several practice questions + answers as can be asked during the Branding & Design elective exam.
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1) Considering the phenomenon by which a company changes its name (=rebranding), elaborate on a) the reasons why this normally happens, b) what
processes are generally involved and c) which strategy is best followed in every
process you mentioned. Make at least two examples. (150 to 200 words)
The process of rebranding generally happens for two categories of reasons: one that
pertains to the inside of the organization (e.g. scandals that might result in reputational
damages, a name or an image that is outdated, pressure for internationalization) and
one that pertains to the outside of the organization (e.g. merger/acquisition with
another company, a new owner or a shift towards other product categories). One of two
processes of rebranding is generally involved: either an evolutionary type of re-branding
or a revolutionary type of rebranding. Evolutionary rebranding makes an explicit
reference to the previous identity. For example, if bank Sumpter merges with bank Loro,
the evolutionary rebranding name might be Loro-Sumpter or Sumpter-Loro. The idea
here is that the brand wants to make an explicit reference to its previous identity, for
example in order to maintain some of the attached reputation. Revolutionary
rebranding, on the other hand, does not have any connection with the previous brand
identity. This is commonly done when the previous brand is, in some way, toxic: for
example, they might have an irreparable reputation. In this case it is best to come up
with a completely new name, to signal a fresh start.
2) A community garden wants to change its name to include a pronoun. What
would you suggest as a good strategy? Based on at least one paper from the
course literature, suggest a strategy that is based on consumer characteristics.
(At least 200 words)
The study by Kachersky & Carnevale (2015) focuses on the use of pronouns in name
branding. In their experiment, the authors compare “I” and “You” pronouns within the
name branding of two different videogame consoles, in conjunction with two types of
social positioning: either something that benefits the individual (personal benefit), or
something that benefits the collective (social benefit). The authors also analyze the role
of consumer self-esteem in the preference for pronoun brands within each benefit
condition. Through two studies, the authors find that the interaction of a you pronoun
with a social benefit good, or an I pronoun in conjunction with a personal benefit both
lead to increased brand attitude, which means that consumers tend to have a more
positive brand attitude if there is no clash between the benefit orientation they perceive
from the name and the actual orientation. Self-esteem acts as a moderator: the same
effect will be stronger for individuals with higher self-esteem. Based on Kachersky &
Carnevale (2015) the recommendation for a community garden, which is by definition a
socially oriented environment, is to use a “you” pronoun. Visitors with a higher self-
esteem will derive an even higher brand attitude from this combination.
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