What is a Brand? Brands and Branding

The video explores the concept of branding, tracing its origins from livestock branding to modern corporate branding. It highlights the role of James Walter Thompson in shaping advertising and brand management. The video discusses brand perception, brand awareness, and brand equity, emphasizing their importance in consumer behavior and market leadership. It differentiates between brand loyalty and customer loyalty and warns of the potential risks associated with strong branding.

What was the original purpose of branding livestock?

• To enhance the animal's appearance

• To improve the animal's health

• To increase the animal's value

• To identify ownership

Who was a pioneer in modern advertising techniques?

• Steve Jobs

• Sidney Levy

• Burly Gardner

• James Walter Thompson

What new element did radio introduce to brand management?

• Visual logos

• Product packaging

• Sound jingles

• Color schemes

What is the primary focus of branding in the modern world?

• Advertising budget

• Sales volume

• Customer perception

• Product quality

Which of the following is NOT a component of brand identity?

• Symbols

• Phrases

• Colors

• Product price

What do customers often buy according to the section on brand identity?

• The packaging

• The brand

• The advertisement

• The product itself

What is brand loyalty primarily based on?

• Advertising campaigns

• Product quality

• Customer service

• Brand name and logo

What can high brand equity allow a company to do?

• Expand its product line

• Reduce its marketing efforts

• Increase its profit

• Lower its prices

What is a potential downside of strong branding?

• Increased production costs

• Greater impact of negative incidents

• Difficulty in product differentiation

• Higher marketing expenses

Which of the following brands was NOT in the top ten by brand equity in 2020?

• Amazon

• Apple

• Nike

• Google