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BRANDING EXAM 1 STUDY GUIDE QUESTIONS WITH COMPLETE ANSWERS!!
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BRANDING EXAM 1 STUDY GUIDE QUESTIONS WITH COMPLETE ANSWERS!!
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BRANDING EXAM 1 STUDY GUIDEQUESTIONS WITH COMPLETE
ANSWERS!!
1 of 48
Definition
a brand is name, term, sign, symbol, or design (or combination of
them) intended to IDENTIFY the goods and services of ONE SELLER and to
DIFFERENTIATE them from those of the competitors
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brand (emotional) brand audit
, brand (functional) brand (emotional)
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2 of 48
Definition
more than a product, because it can have dimensions that
differentiate it in some way from
other products designed to satisfy the same need
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marketing product
concept of brand positioning brand
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3 of 48
Definition
In 2011, IBM Watson appeared on the game show Jeopardy! to
showcase a new computing system that could understand human
language. IBM challenged their agency Ogilvy Worldwide to create
a visual representation of the IBM Watson technology that helped
communicate the potential value of IBM Watson to a broader
, audience. What visual solution did Ogilvy come up with for the IBM
Watson effort on Jeopardy!
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they asked current IBMers
(employees) around the world through a beeline themed scarf
they created a TV panel they conducted an all-day
that revealed Watson's brainstorming session with divog
thinking leaders
process and confidence level
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4 of 48
Definition
The MEASUREMENT of a brand's ability to be REMEMBERED with no
help or cues about the brand.
- unaided awareness is difficult to build, but VERY rewarding.
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they asked current ibmers aided awareness
(employees) around the world (brand recognition)
unaided awareness (brand
recall) Top-of-mind awareness
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, 5 of 48
Definition
Coca-Cola is one of the most successful brands in the world. It has
dominated the category of carbonated beverages for decades.
Based on the Coca-Cola case study, and your understanding of
branding, why did Coke embark on a company-wide rebranding
effort given their leading position in the marketplace?
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After examining Coke's Lippincott had a cross-cultural
visual identity, there was perspective and could help build
internal consensus that consensus within the Starbuck
the Coke
global corporation for the new
brand was cluttered, static, branding
and uninspiring
they conducted an all-day They researched ACHC's company
brainstorming session with DIVOG history, their values, their core
leaders competencies, and key competitors
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6 of 48
Definition
Created:
- Making their products memorable
- Easily recognizable
- Superior in quality and
reliability Eroded:
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