Branding Workshop

Branding is all of the following except

• Brand Mantra and Promise

• Branding Tools (Logo/Name/Slogan/Color/Etc.

• Brand Positioning

• Advertising

The secret to the success of a brand is

• Consistency

• Authenticity

• Matching with customer needs

• All of the above

There is only one single way to do branding

• True

• False

Which of the following cannot be branded?

• People

• Services

• Goods

• Ideas

• Everything can be branded

Positioning is

• Persona + Differentiation

• What the customer recalls when they have a need

• The image the customer has about a product

• All of the above

All of the following are branding tools except

• Logo

• Slogan

• Color

• Font

• Targeting

To be successful in branding you must thoroughly understand

• The customer segment

• The value proposition

• The competitors' offering

• A, B, and C

Brand Health is measured by

• Share of Heart

• Share of Mind

• Share of Wallet

• All of the above

Which of the following phases of the product lifecycle requires the biggest branding spending?

• Introduction

• Maturity

• Growth

• Decline

• Research and Development

Which of the following is NOT a step in choosing a brand's position?

• Identifying a set of possible competitive advantages to build a position

• Choosing the right competitive advantages

• Selecting an overall positioning strategy

• Communicating and delivering the chosen position to the market

• Creating a creative brief