Branding Basics

What is the term for a business, product or service which is identifiable through names, symbols, phrases and/or qualities?

• Brand

• Asset

• Patent

• Invoice

What is the process through which a business differentiates itself from its competitors and manages consumer perceptions concerning its identity and value?

• Branding

• Financing

• Outsourcing

• Auditing

What is the marketing model consisting of four phases (awareness, interest, desire, action) which marketers use to lead potential customers to a purchase?

• AIDA Model

• SWOT Analysis

• PESTLE Model

• 4Ps of Marketing

What is the process through which a company makes decisions regarding its brand, consisting of the steps: review company, determine unique perspective, create branding plan, consistently implement, monitor brand?

• Branding Process

• Market Segmentation

• Product Development

• Sales Forecasting

What do you call any word, phrase, symbol or image which identifies a brand?

• Brand Identifier

• Brand Loyalty

• Brand Ambassador

• Brand Equity

What is the legal protection for an identifying word, phrase or image called?

• Trademark

• Copyright

• Patent

• Trade Secret

What is the value of a brand based on consumer knowledge of, perception of, and loyalty to the brand, which allows for loyal customers, higher prices and growth opportunities?

• Brand Equity

• Market Share

• Product Placement

• Brand Awareness

What is a new product launched using an established brand name called?

• Brand Extension

• Brand Dilution

• Brand Licensing

• Brand Cannibalization

What is a new variation of an existing product using an established brand name called?

What is a distinct brand name given to a product which is under a larger, often more broad, institutional brand called?

• Sub-brand

• Master brand

• Generic brand

• Umbrella brand