Understanding Branding Concepts

What term do people often use interchangeably with "branding"?

• All of the above

• Logo design

• Identity design

• Typography

• Marketing

According to the speaker, what is not a brand?

• Logo

• Product

• Promise

• Reputation

• Impression

What is a logo described as in relation to a brand?

• The brand itself

• A symbol for the brand

• A brand's reputation

• A guarantee for customers

• A promise from the company

What do advertising professionals believe branding consists of?

• A promise to the customer

• The logo design

• The sum of all customer impressions

• The identity design

• The slogan of the brand

The speaker states that branding is ultimately a customer's _____.

• Responsibility

• Product preference

• Emotional attachment

• Gut feeling

• Guarantee

How does the speaker describe the creation of a brand from the company's perspective?

• As creating a single brand image

• As creating millions of individual brand impressions

• As creating one specific product design

• As creating a single reputation for everyone

• As a fixed identity

What does the speaker compare a brand to in terms of perception?

• A logo

• A checklist

• A product

• A reputation

• A style guide

In a company, who is involved in creating and maintaining the brand?

• Only the marketing department

• All employees

• Only designers

• The finance department

• Management alone

What role does finance play in branding, according to the speaker?

• They have no role in branding

• They create the brand identity

• They green-light brand initiatives

• They handle customer relations

• They design the logo

What does the speaker imply is crucial for effective branding?

• Ensuring consistent design across products

• Hiring a good designer

• Having a clear checklist of brand elements

• Achieving a desired reputation in the customer's mind

• Focusing on the company's storytelling