29 Questions
What is the primary role of a Brand Manager in the brand creation process?
Coordinating with internal and external partners
Which of the following agencies is responsible for creating brand names such as Vivendi and Velib?
Nomen
What is the primary purpose of setting a product range strategy?
To define the product offerings
Which of the following organizations is responsible for industrial property in France?
INPI
What is the primary benefit of creating a new brand?
To propose a new offering
How many key steps are involved in the brand creation process?
7
What is the primary objective of market intelligence, benchmarking, and prospective studies?
To identify key consumer insights
What is the primary goal of the diagnosis phase in concept development?
To identify and agree on key strategic segments or directions
What is the primary purpose of idea generation in concept development?
To generate new ideas for a product or service
What is the primary objective of concept testing in concept development?
To test the concept qualitatively and quantitatively
What do consumer insights represent according to the text?
The unmet needs, wants, or desires of consumers
Why is understanding consumers through qualitative/quantitative research important?
To develop clear insights and strong concepts
What is the primary focus of the evocation themes in the preparatory phase of name decision?
Associated emotions and brand promise
What type of name is obtained from a company name or other existing name?
Declined word
What is the purpose of specifying guidelines on brand architecture system in the preparatory phase?
To ensure brand consistency
What is the main consideration when deciding on a brand name?
The associations and evocations it should have
What is the purpose of adding some evocation themes in the preparatory phase?
To associate the brand with certain emotions and values
What is a significant aspect of the legal risk associated with brand name creation?
Distinctiveness and availability of the brand
In which country does registering a trademark take 5 months of lead time?
France
What is an example of a functional risk associated with brand name creation?
Générale des Eaux
What is the first step in developing a logo for brand creation?
Search and benchmarking
What is the reason for the Chambourcy yogurt brand cancellation in China?
The brand was not acceptable in the Chinese market
What is the name of the brand that was changed to Dexia due to old connotations?
Crédit Communal
Where are branding decisions typically taken?
Strategic Marketing Department
What is the primary purpose of packaging?
All of the above
Who is responsible for adapting and translating information for local markets?
Operational Marketing Department
What is a product line?
A group of closely related products due to function, similar target customers, distribution outlets, or pricing
What is the primary purpose of setting a product range strategy?
To define the product category and brand/company scope
What is the primary role of the Strategic Marketing Department?
To develop guidelines for product development and marketing
Test your knowledge of brand creation, from key players involved to criteria for strong brand names, risks, and product decisions. Learn the process and key steps to develop a successful brand strategy.
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