Research finds that circular logos may convey different meanings compared to angular logosCheck all options that apply

A. Angular logo can signal durability

B. Circular logo can convey comfortableness

C. Circular logo can convey softness

D. Angular logo can convey comfortableness

A brand has adopted a simple abstract mark for its logo, in which the logo can be interpreted in several ways, the sun, a wheel, or a ball. Such an abstract logo may suffer from...Check only one option

A. Both Conceptual and Visual Complexity

B. Neither of Visual or Conceptual Complexity

In order to boost the engagement and conversation, a car manufacturer has used a beauty influencer to endorse its brand. Which of the following is the main challenge of such an endorsement?Check only one option

A. The level of fit between the brand and the endorser

B. The integration of such partnership and endorsement

C. The exclusivity of such partnership and endorsement

D. The duration of such partnership and endorsement

According to the video lecture, which of the following statements about alienation is correct?

D. Widespread alienation at work is not conducive to a stable society.

A. Alienation applies only to manual or factory workers. Office workers cannot suffer from alienation

B. Managers cannot experience alienation

C. Alienation stopped being an issue in the twentieth century as work conditions improved

Which of the following statements can be inferred from Weber's concept of the spirit of capitalism?Check all options that apply

A. Past religious ideas may have formed our deeply held views regarding business today

B. The meaning that work has for people in society can predate their lives and concious awareness

C. If I feel guilty not working when I am supposed to be working, this may be an indication of Weber's spirit of capitalism.

D. For Weber, business and religion are very similar practices

According to Boltanski and Chiapello's New Spirit of Capitalism the meaning of managerial work in particular has been reinvented since the crises of the 1960s and 1970s. With this in mind, which of the following statements are correct?Check all options that apply

A. The meanings applied to managerial work have changed from it being seen as a largely administrative, unglamorous role, to now being written about as an inspiring, charismatic, innovative, authentic activity.

B. The emergence and dominance of talk of business 'leadership' is an example of Boltanski and Chiapello's New Spirit of Capitalism

C. The emergence of talk of business today being about such things as ethics, social responsibility, and sustainability is an example of Boltanski and Chiapello's new spirit.

D. Boltanksi and Chiapello's work implies that business today is ethical, inspiring, sustainable and responsible.

If Boltanski and Chiapello's arguments about a new spirit of capitalism are correct, then...Check all options that apply

B. We might well see another 'new spirit' of capitalism again in coming decades, as developments such as artificial intelligence generate widespread job redundancies and a new crisis of legitimacy

D. You, as someone interested in a career in management or business, will already be thinking that the work that you do will be exciting, important and inspiring.

A. Businesses will increasingly be using their ingunuity to solve climate change and other crises that we face.

C. This shows just how easily we can change even deep seated meanings that other people hold in the workplace

OBE 12 Quiz

1.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

Nespresso coffee is a premium coffee brand (www.nespresso.com). A consumer buys Nespresso coffee from Nespresso boutique stores because the consumer feels that she belongs to a club that offers accessible luxury coffee experience. This is an example of which of the following types of brand meaning benefits? Check all that apply.

A. Social benefits

B. Self-expressive benefits

C. Functional benefits

D. Emotional benefits

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following brand elements is/are not a visual element?Check only one option

A. Typeface

B. Tagline/Slogan

C. Character

D. Logo

3.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

Which of the following are among the options to choose a brand name?Check all options that apply

A. Fabricated

B. Metaphor

C. Creative Spelling

D. Pictorial Mark

4.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

In designing a brand logo, which of the following are among the four typology of logo design?Check all options that apply

A. Letter Marks

B. Abstract Marks

C. Founder

D. Word Marks

5.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

Which of the following are among the considerations in crafting brand tagline/slogan?Check all options that apply

A. Provocative

B. Competitive

C. Imperative and Motivational

D. Not stimulating

6.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

We discussed several meanings that can be communicated via italic fonts, among them were:

A. Not serious and funny

B. Active

C. Fast, Agile

D. Luxury and Exclusive

7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

A start-up business owner is considering different options for choosing the brand name, and eventually comes up with the idea of using an animal name, calling the business "Cheetah". Which of the following applies to this statement?Check only one option

A. This is an example of a "Fabricated" brand name

B. This is an example of "Creative spelling"

C. The business owner has adopted the 'Metaphor" option for the brand name

D. Such brand name strategy is called "Descriptive" and explicitly conveys the purpose of Business

8.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Imagine you are a brand manager for a fast-food business with an unhealthy image. You've decided to launch a new brand positioning it as an organic and healthy option. You name the new brand "Healganic". Which brand name strategy has the manager applied?Check only one option

A. Acronym

B. Founder

C. Metaphor

D. Fabricated

9.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

Research shows that incomplete letter and word marks can be resulted in a different perception and meaning compared to a complete mark.Check all options that apply

A. Incomplete marks can be resulted in perceptions of less trustworthy meaning

B. Incomplete marks can be resulted in perceptions of more innovativeness meaning

C. Incomplete marks can be resulted in perceptions of energetic meaning

D. Incomplete marks can be resulted in perceptions of boring meaning

10.

MULTIPLE SELECT QUESTION

45 sec • 1 pt

Lan is an experienced brand manager, recently tasked to boost the organisation's brand meaning. Conducting market analysis, Lan has decided to form the organisation meaning around agility, activity, and being fast. Lan has several options in communicating such a meaning using brand elements, which of the following are among the most effective tactics that could be implemented:Check all options that apply

A. Lan adopted a pictorial logo design, using a horse as the logo

B. Lan used a tagline: "born to run".

C. Lan adopted a Crocodile as the new brand character to communicate agility and being fast

D. Lan used an italic font

OBE 12

21 questions

Which of the following brand elements is/are not a visual element?Check only one option

Which of the following are among the options to choose a brand name?Check all options that apply

In designing a brand logo, which of the following are among the four typology of logo design?Check all options that apply

Which of the following are among the considerations in crafting brand tagline/slogan?Check all options that apply

We discussed several meanings that can be communicated via italic fonts, among them were:

A start-up business owner is considering different options for choosing the brand name, and eventually comes up with the idea of using an animal name, calling the business "Cheetah". Which of the following applies to this statement?Check only one option

Imagine you are a brand manager for a fast-food business with an unhealthy image. You've decided to launch a new brand positioning it as an organic and healthy option. You name the new brand "Healganic". Which brand name strategy has the manager applied?Check only one option

Research shows that incomplete letter and word marks can be resulted in a different perception and meaning compared to a complete mark.Check all options that apply

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