W5-Brand Elements

What is the rationale behind Hedi Slimane changing Yves Saint Laurent's name to Saint Laurent Paris?

• To honor the original founder

• To signify a shift in design philosophy

• To introduce a new era and brand aesthetic

• To return to the brand's roots

According to the lecture, what is a key characteristic of a good brand name?

• It should be long and descriptive

• It must always have a direct link to the product

• It should be highly complex for uniqueness

• It should be easy to pronounce across cultures

How did Stefano Pilati's approach to YSL's branding differ from Hedi Sliman's?

• Pilati maintained the brand’s ethos without injecting new elements

• Pilati focused more on modern trends

• Pilati changed the brand name

• Pilati rebranded YSL to a more youthful image

Why is sonic branding considered a growing discipline?

• Because it is inexpensive

• Because it is easy to implement

• Because it replaces visual branding

• Because it helps construct a brand’s identity through sound

What example does the lecture provide of a brand that underwent a successful rebranding?

• Apple

• Saint Laurent

• Google

• Nike

According to the lecture, what is an example of a suggestive brand name?

• Squeaky Clean

• Apple

• Xerox

• Kodak

What does the lecture suggest about the relationship between brand names and their market success?

• Only fanciful names succeed in the market

• Names with clear meanings are always more successful

• The brand world built around the name contributes more to success

• Shorter names are inherently more successful

What concept did the lecture illustrate with the transition of Coca Cola's packaging strategy?

• Shifting from multiple product lines to a single brand focus

• Increasing the size of packages for better visibility

• Changing the logo to attract a younger demographic

• Reinforcing brand equity by emphasizing the Coca Cola brand over sub-brands

What is the primary purpose of having memorable brand elements?

• To ensure legal protection

• To achieve a high level of brand awareness

• To facilitate brand transferability

• To make the brand elements adaptable

In the context of brand elements, what does 'transferable' refer to?

• The ability to legally protect the brand elements

• The ability to update the brand elements

• The ease of extending the brand to new products or markets

• The ease of remembering the brand elements