Unit 28 Session 1 recap

What is a brand? Fill in the blank: A brand is what people think about specific products, services, or activities of a company, both in a _______ and _______ way.

• practical; emotional

• financial; legal

• visual; auditory

• technical; operational

Answer explanation

A brand encompasses both practical and emotional perceptions. The practical aspect relates to the functionality and quality of products or services, while the emotional aspect involves the feelings and associations people have with the brand.

What triggers the combination of physical and emotional responses related to a brand?

• The price of the product

• The name, logo, visual identity, or message communicated

• The location of the company

• The number of employees

Answer explanation

The combination of physical and emotional responses to a brand is primarily triggered by its name, logo, visual identity, and the message it communicates, as these elements shape consumer perceptions and feelings.

According to the passage, which of the following statements is true?

• All products are unique.

• Brands are likely to be copied by competitors.

• Brands are unique.

• Pepsi and Coca-Cola taste completely different.

Answer explanation

The correct statement is 'Brands are unique' because the passage emphasizes the distinctiveness of brands, setting them apart from competitors, unlike products which may share similarities.

Look at the image of different bottled water brands (Evian, Perrier, Fiji, Voss, Solan, Contrex). Based on this image and the title 'What is Branding?', what does branding mean?

• Branding is how companies create a unique identity for their products to stand out from others.

• Branding is the process of making water taste different.

• Branding is only about designing colorful labels for bottles.

• Branding means selling products at a higher price.

Answer explanation

Branding is about creating a unique identity for products, helping them stand out in a crowded market. The bottled water brands shown illustrate how each has its own distinct image and appeal.

Which brand of water is associated with making you feel young?

• Perrier

• Evian

• Fiji Water

• Volvic

Answer explanation

Evian is often marketed with the idea of youthfulness and vitality, emphasizing its natural mineral content and purity, which contribute to a feeling of rejuvenation.

Which brand of water is described as refreshing, bubbling, and sexy?

• Evian

• Perrier

• Fiji Water

• Volvic

Answer explanation

Perrier is often marketed as a refreshing and bubbly mineral water, with a sophisticated image that aligns with being described as 'sexy'. The other options do not carry the same branding attributes.

Which brand of water is described as pure, healthy, and natural?

• Evian

• Perrier

• Fiji Water

• Volvic

Answer explanation

Fiji Water is often marketed as pure, healthy, and natural due to its source from aquifers in Fiji, which are known for their mineral content and pristine quality, making it the best choice among the options.

According to Kotler & Keller (2015), what is branding?

• The process of selling products

• Endowing products and services with the power of a brand

• Advertising products

• Designing logos

Answer explanation

Branding is defined as endowing products and services with the power of a brand, which goes beyond just selling, advertising, or designing logos. It involves creating a unique identity and value for the offerings.

What is branding?

• Branding is the process of creating meaning about organizations, products, or services in consumers’ minds. It is a strategy to help people quickly identify and experience a brand, and give them a reason to choose that product.

• Branding is the process of manufacturing products in bulk for mass distribution.

• Branding is the act of setting prices for products based on market demand.

• Branding is the legal process of registering a company name with the government.

Answer explanation

The correct choice defines branding as the process of creating meaning in consumers' minds, helping them identify and choose a brand, which is essential for effective marketing and brand loyalty.

What is the objective of branding?

• The objective is to seek out and retain loyal customers by delivering a product that is always aligned with what the brand promises.

• The objective is to increase production costs by using expensive materials.

• The objective is to focus only on short-term sales without considering customer loyalty.

• The objective is to create confusion in the market about the product's identity.

Answer explanation

The objective of branding is to build customer loyalty by consistently delivering products that meet brand promises, ensuring long-term relationships rather than focusing on short-term gains or creating market confusion.