MAR 3407 QUIZ 4

What should a company alway have in order to manage their brand's health over time?

Brand steward

The Apple computer company is an example of which type of brand architecture?

Branded House

A toxic-free, green beauty company packages their lotion in a sleek glass bottle. What is this an example of?

Communicating their brand persona in the packaging.

Determining your brand value begins by identifying the values of your company. What is NOT a key question to ask in identifying the company's values?

Does our company's value match the values of our competitors?

The branding process has five steps. What is NOT one of these steps?

Identify a similar competitive brand.

Branding is about making a promise about the benefits your product will deliver. Which benefit is most important to customers?

It depends on the customer.

What is a brand?

It's a promise you make to consumers when they do business with you. Feedback

What type of branding name is reflected in the brand Kleenex?

No literal meaning

What does a brand book NOT address?

Product life cycle

Which choice is a core characteristic of a good brand builder?

Someone who considers how all their brands work together to deliver value to the consumer.

Why is it important to establish a visual identity system for your brand?

You want your customers to instantly recognize your brand when they see it.