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Brands and Organizational Communication in the 21st Century

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Brands and Organizational Communication in the 21st Century

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Questions and Answers

What is the primary purpose of branding in the 21st century?

To differentiate functionally similar products

To artificially inflate product quality claims

To shape human identity and influence cultural/social landscapes (correct)

To create customer trust and loyalty

How did the role of branding evolve in the early 20th century?

It focused on creating customer needs in addition to trust/loyalty

It served as propaganda to create profits while promoting social issues (correct)

It prioritized functional product features over emotional appeals

It aimed to differentiate products solely through unique selling propositions

What is the 'floating signifier effect' in branding?

Literally any meaning can be arbitrarily attached to any brand (correct)

Brand meanings are often ambiguous and impossible to fully control

Brands aim to invoke specific desired emotions in consumers

Brands frequently have little connection to actual product features

How did marketing strategies change in the 1960s-1970s?

Companies targeted narrow demographic niches instead of mass marketing Signup and view all the answers

What is the significance of 'communicative capitalism'?

Brands engage consumers directly as active participants in branding Signup and view all the answers

What is a 'mecosystem' in modern branding?

An ecosystem of brands that provide seamless, curated micro-moments Signup and view all the answers

What is the concept of 'murketing'?

Erasing distinctions between programming content and advertising Signup and view all the answers

During the Fordist capitalism era, how did companies approach marketing?

They did little target marketing beyond gender/socioeconomic status Signup and view all the answers

What is the key difference between traditional and modern branding approaches?

Modern brands position themselves as institutions that guide consumer behavior Signup and view all the answers

What role do brand associations play in branding?

Positive associations enhance the brand, while negative ones contaminate it Signup and view all the answers