Branding 101

What does Cambridge Dictionary define branding as?

• The act of giving a company a particular design or symbol in order to advertise its products and services.

• The perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.

• The process of improving customer loyalty through various marketing activities.

• A marketing strategy that involves creating a differentiated name and image.

What is a common misconception about branding?

• It is only about the visual identity of a company.

• It is not important for small businesses.

• It only involves advertising.

• It is the same as marketing.

According to the text, what are brands essentially?

• A way to increase product prices.

• A business strategy for selling products.

• Just a name and logo.

• Patterns of familiarity, meaning, fondness, and reassurance that exist in the minds of people.

Why is branding important?

• It is only important for large corporations.

• It makes a memorable impression on consumers and distinguishes the company from competitors.

• It allows for higher pricing of products.

• It makes the CEO look good.

What does the more complete definition of branding provided in the text include?

• The perpetual process of identifying, creating, and managing the cumulative assets and actions that shape the perception of a brand in stakeholders’ minds.

• The sales techniques employed by a company.

• Only the visual identity of a brand.

• Just the marketing strategies used by a company.

What is the result of the branding process?

• A logo.

• A brand, incorporating the reputation and value that comes with it.

• A product design.

• A marketing campaign.

How can branding generate new customers?

• By offering discounts.

• Through word of mouth and positive impressions of the company.

• By spending more on advertising.

• By changing the logo frequently.

What effect does branding have on employees?

• It increases their workload.

• It improves employee pride and satisfaction.

• It has no effect on employees.

• It reduces their overall job satisfaction.

What is a critical aspect of branding according to the text?

• Creating trust within the marketplace.

• Focusing solely on visual identity.

• Ignoring customer feedback.

• Limiting the scope to advertising.

What is the primary goal of branding and marketing according to the text?

• To create fancy logos.

• To spend the marketing budget.

• To confuse competitors.

• To serve the business.