OBE 12

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

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

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

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

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

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

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

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

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

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