What is Branding? A big reason that companies would want to brand themselves is to ________ themselves in the market, so, to really have a ________ viewpoint and show customers or potential clients what it is that they ________.

What is Branding? Branding is the process of managing ________ and ________.

What is Branding? In spite of those humble beginnings, branding has taken on many, many different ________. It gets into ________ issues, emotions, the ________ of the user, and then more recently, branding has actually become a ________.

What is Branding? A brand is basically the ________ sign of a company's core ________. It's how a company ________, what it believes in, and it's kind of its ________ to its different audiences.

What is Branding? The ultimate ________ of branding is to occupy a ________ space in the ________ mind.

What is Branding? The next step is interest, where we are now trying to go beyond just ________ that we exist, but now we want to get people's ________ aroused so that they want to ________ more ________ about something.

What is Branding? A well developed brand allows a business to make itself ________ to the world, but more importantly, it allows the business to create ________, cultivate a ________, and build ________.

Picking a brand ________ is a lot harder than it once was because so many names have been ________ now collectively through the years and then you add in the dimension of the ________ and ________ media, and it becomes very ________ to pick a name that is not already being used.

You wind up sometimes ______ words that don’t exist in the English language because it’s a lot easier to get copyright and trademark protection over something that is not in the dictionary.

You wind up sometimes inventing words that don’t exist in the ______ ______ because it’s a lot easier to get copyright and trademark protection over something that is not in the dictionary.

You wind up sometimes inventing words that don’t exist in the English language because it’s a lot easier to get copyright and trademark ______ over something that is not in the dictionary.

You wind up sometimes inventing words that don’t exist in the English language because it’s a lot easier to get copyright and trademark protection over something that is not in the ______.

Developing a brand name requires a business to ______ what makes it distinctive.

Developing a brand name requires a business to understand what makes it ______.

So rather than looking outward, looking at the ______, and saying “Well, what is it that everybody wants?”, we look at the company and say, “Who are you?”

So rather than looking outward, looking at the market, and saying “Well, what is it that everybody ______?”, we look at the company and say, “Who are you?”

We look at the company and say, “Who are you?” And then from there we can ______ that to their audiences in a way that resonates with them based on whatever they may want from the company we’re branding.

We look at the company and say, “Who are you?” And then from there we can communicate that to their audiences in a way that ______ with them based on whatever they may want from the company we’re branding.

When the process of branding begins with a business examining ______, the brand developed is authentic and genuine.

When the process of branding begins with a business examining itself, the brand developed is ______ and genuine.

When the process of branding begins with a business examining itself, the brand developed is authentic and ______.

Kind of finding a look and ______ of what the client or the product is, and then really finding a way to personalize that would be a great way to brand it.

Kind of finding a look and feel of what the client or the product is, and then really finding a way to ______ that would be a great way to brand it.

Finally, the business must ______ implementation of the plan and verify the brand supports company success and growth.

Finally, the business must monitor implementation of the plan and verify the brand ______ company success and growth.

Finally, the business must monitor implementation of the plan and verify the brand supports company success and ______.

By utilizing this process, a business can build its ______ over time.

It involved everything from redesigning their ______, their corporate identity, all of their collateral pieces, making sure that all of the advertising and all of the collateral that we did supported their business objectives, and took it from start to finish all the way through advertising.

It involved everything from redesigning their logo, their corporate ______, all of their collateral pieces, making sure that all of the advertising and all of the collateral that we did supported their business objectives, and took it from start to finish all the way through advertising.

It involved everything from redesigning their logo, their corporate identity, all of their collateral pieces, making sure that all of the ______ and all of the collateral that we did supported their business objectives, and took it from start to finish all the way through.

It involved everything from redesigning their logo, their corporate identity, all of their collateral pieces, making sure that all of the advertising and all of the collateral that we did supported their business ______, and took it from start to finish all the way through advertising.

It wasn’t too long after that that they were recognized as one of the top 10 brands in the ______, and so we felt really good about the success of all that.

But I think largely it was because it wasn’t just ______. We went and dug down and found out what is it that makes you tick, and we were able to communicate that on a consistent basis for several years.

We went and dug down and found out what is it that makes you ______, and we were able to communicate that on a consistent basis for several years.

We were able to communicate that on a ______ basis for several years.

That’s the main reason why companies go about doing this is that the brands are such ______ to their firms, they have to protect the assets and trademarks and copyrights are two ways of going about doing that.

They have to ______ the assets and trademarks and copyrights are two ways of going about doing that.

Trademarks and ______ are two ways of going about doing that.

A brand with strong brand equity is one with name ________, a distinct ________, and ________ connections with ________ customers.

If an organization has ________ portrayed themselves in a way that their audience recognizes and ________ with, then they’ve built up this equity, and they have this ________ that they can then ________ into other product lines or even other ________.

The best technique for brand ________ is ________. You want to have consistency of belief in those core ________ from every touch point of your brand.

How does one build brand equity? It’s through ________ in the category. You have to have ________ power. You can’t just get ________ brand equity; you have to show some kind of a ________.

Sometimes a ________ situation is a perfect ________ to support and ________ the ________ that you have as an organization.

A brand is at the ________ of its market when the ________ a brand name represents becomes ________ with the ________ name.

A common way for a business to ________ the brand ________ it has build is to expand the brand to gain new ________ and enter new ________.

This is a wonderful tool for companies that have brands that are really ________, that have really good brand ________. It’s a way for them to move to another ________ and ________ that brand.

It’s much ________ to introduce an ________, because Coca-Cola® didn’t need to ________ us as to what this Diet plus Coke® was. We all know what Coke® is and we understand what the word diet is.

28. The disadvantages to expanding a brand or a product line are if that fails, for some reason, then it can tarnish the brand image. It’s one of those things that if you are investing in the infrastructure necessary to expand a brand, and it doesn’t work, not only have you invested the money to do that, but there’s also the potential that you could just look bad. What is a potential risk of expanding a brand or product line?

Often, when it is considered favorable, the business will use the institutional brand name paired with the more specific product brand name. This helps the company communicate the product’s credibility through the use of the family brand name. What is this branding strategy called?

Co-branding is a fairly recent phenomenon; it became popular within the last 20 years. Basically it is an alliance between two different brand names. Sometimes they may actually be owned by the same corporation, but in many cases they are not. Co-branding refers to:

By co-branding, businesses can lower production costs and share expertise. Another significant advantage of co-branding is loyal customers of each separate brand are more likely to become loyal customers of the partnering brand. What is a significant advantage of co-branding?

They were using co-branding because:

Basically licensing is granting a third party the right to use your brand name. And I think a really good example of that would be Apple®, their iPod®. Basically they allow third-party companies, manufacturers, to create accessories for the iPod® so they don’t have to do that themselves. What is an example of licensing?

34. Brand identifiers other than the brand name can also be licensed. For example, logos are regularly licensed.

If I’m a clothing company and I want to be able to sell jerseys, it’s sure going to help if I’ve got a professional sports team on that jersey. They’re not going to buy just a generic, old jersey. And so now we’re tapping into affinities here. People love that brand. What is the main reason people prefer jerseys with professional sports teams on them?

What is it called when a brand has an identity made up of human characteristics?

Which word describes the traits that reflect the values of an organization and help build loyalty with customers?

A brand's personality typically ______ the personalities of its loyal customers.

As consumers, we want to buy and use products and services we consider ______ to ourselves.

Consumers tend to envision businesses as people.

When we buy brands based on their ______, we try to make sure they’re congruent with our own personality.

What do marketers attempt to influence through the process of branding?

Coca-Cola built its credibility among customers and capitalized on being part of the fabric of ______.

So that personality of rugged individualism and freedom and all that kind of comes through when they do their advertising, and no doubt you can see it on their website and it even kind of flows into some of those examples when they’re expanding their markets and they’re targeting women, for example. What is a key aspect of their advertising approach?

One of the advantages to creating the personality is so that you don’t get lost in the market. So really being able to stand out when you get in front of your target audience makes a big difference. What is one key benefit of creating a personality for your brand?