The Fundamentals of Branding
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Questions and Answers

Which of the following is NOT a function of brands for consumers?

  • Minimization of purchasing risk
  • Communicating certain values
  • Delivering expectations (correct)
  • Conveying an expectation of quality

    • What is the main purpose of a brand audit?

  • To find an angle to differentiate a brand
  • To understand consumer behavior
  • To determine the direction of a rebrand
  • To identify areas to outperform competitors (correct)

    • When is a brand audit needed?

  • When undergoing a merger or acquisition
  • When considering rebranding or a brand refresh (correct)
  • When expanding into a new market
  • When shifting the target audience

    • What percentage of CEOs are worried about the speed of technological changes that affect their companies?

    <p>38%</p> Signup and view all the answers

    What does the text define as a brand?

    <p>A perception of a person about a product, an organization, another person or an experience</p> Signup and view all the answers

    Who underestimates the power of the name and its image in the B2B environment?

    <p>Companies that serve the business market</p> Signup and view all the answers

    Which area is analyzed in the Brand Audit Framework?

    <p>Consumer &amp; Users</p> Signup and view all the answers

    Which research methodology is NOT used in the Consumer Qualitative Explore phase?

    <p>Surveys</p> Signup and view all the answers

    What does the Company Strategy focus on?

    <p>Strengths &amp; Weaknesses</p> Signup and view all the answers

    What does the Trends & Context area analyze?

    <p>What's happening around</p> Signup and view all the answers

    Which area is NOT analyzed in the Brand Audit Framework?

    <p>Market &amp; Competitors</p> Signup and view all the answers

    What is the purpose of the Consumer Qualitative Explore phase?

    <p>To understand consumers in-depth</p> Signup and view all the answers

    What is the main focus of the Company Strategy?

    <p>Addressing strategy and objectives</p> Signup and view all the answers

    What does the Trends & Context area analyze?

    <p>Overall market trends</p> Signup and view all the answers

    What does the text refer to as a Brand Audit Framework?

    <p>A systematic evaluation of a brand's strengths and weaknesses</p> Signup and view all the answers

    What is the purpose of Telefónica's brand architecture?

    <p>To engage customers in a more aspirational sense</p> Signup and view all the answers

    What do Telefónica's corporate colors of blue and green indicate?

    <p>A focus on trust, integrity, and efficiency</p> Signup and view all the answers

    How does Telefónica separate its communication efforts?

    <p>By focusing on B2C, B2B, CSR, etc.</p> Signup and view all the answers

    What is Telefónica's differential and emotional purpose?

    <p>To make the world more human and connect people's lives</p> Signup and view all the answers

    What is the main focus of a brand audit?

    <p>To assess the company's reputation and positioning</p> Signup and view all the answers

    What does Telefónica's brand audit framework analyze?

    <p>Trends and context</p> Signup and view all the answers

    What does Telefónica's brand identity center around?

    <p>Networks and connection</p> Signup and view all the answers

    What is the purpose of the Consumer Qualitative Explore phase?

    <p>To understand consumers' perceptions and attitudes towards the brand</p> Signup and view all the answers

    What is the main purpose of a brand audit?

    <p>To assess the company's reputation and positioning</p> Signup and view all the answers

    What does Telefónica's company strategy focus on?

    <p>Company strategy</p> Signup and view all the answers

    What is the aim of the company?

    <p>To humanize the industry</p> Signup and view all the answers

    What does the company strive for in terms of improvement?

    <p>Perfection</p> Signup and view all the answers

    What does the company's open and inclusive attitude signify?

    <p>An evolution in the industry landscape</p> Signup and view all the answers

    What is the basis of the company's roadmap?

    <p>The client and their future needs</p> Signup and view all the answers

    What does the company's personality aim to do?

    <p>All of the above</p> Signup and view all the answers

    Which word best describes the company's approach to competition?

    <p>Humanizing</p> Signup and view all the answers

    What does the company's open and inclusive attitude signify?

    <p>A breaking-down of barriers</p> Signup and view all the answers

    What is the company's unique value proposition in the market and to regulators?

    <p>Open and inclusive attitude</p> Signup and view all the answers

    What does the company's constant improvement strive for?

    <p>Perfection in everything</p> Signup and view all the answers

    What is the purpose of the company's positioning?

    <p>To support what they are</p> Signup and view all the answers

    Which of the following is NOT a criteria for brand segmentation at the macro level?

    <p>Brand reputation</p> Signup and view all the answers

    What is the main purpose of portfolio segmentation in brand management?

    <p>To minimize overlapping between different brands</p> Signup and view all the answers

    What does the BCG Matrix help determine in brand management?

    <p>The potential growth of brands</p> Signup and view all the answers

    Which of the following is NOT a factor considered in brand architecture?

    <p>The location of brands within the business portfolio</p> Signup and view all the answers

    What is the purpose of brand architecture?

    <p>To create a hierarchy of brands within the business portfolio</p> Signup and view all the answers

    Which of the following is NOT a possible brand architecture model?

    <p>Independent descriptor</p> Signup and view all the answers

    Which of the following is NOT a factor considered in the brand prioritization model?

    <p>Market share</p> Signup and view all the answers

    What is the purpose of introducing weighting in the brand evaluation process?

    <p>To prioritize certain factors over others</p> Signup and view all the answers

    According to the text, what is the main focus of brand prioritization?

    <p>Prioritizing brands</p> Signup and view all the answers

    What is the purpose of the brand prioritization model?

    <p>To prioritize brands</p> Signup and view all the answers

    Which of the following is NOT a criteria for brand assessment in the brand prioritization model?

    <p>Brand reputation</p> Signup and view all the answers

    What is the purpose of introducing weighting in the brand evaluation process?

    <p>To assign different levels of importance to each brand assessment criteria</p> Signup and view all the answers

    What is the main purpose of brand architecture?

    <p>To establish a strong brand identity</p> Signup and view all the answers

    What does the Trends & Context area analyze?

    <p>Consumer behavior and market trends</p> Signup and view all the answers

    What is the main focus of a brand audit?

    <p>To analyze the overall health and performance of a brand</p> Signup and view all the answers

    Which brand archetype is associated with rebellion and non-conformity?

    <p>The Outlaw</p> Signup and view all the answers

    Which brand archetype is often associated with love, passion, and sensuality?

    <p>The Lover</p> Signup and view all the answers

    Which brand archetype represents the everyday person and is relatable to the masses?

    <p>The Regular Guy / Girl</p> Signup and view all the answers

    Which brand archetype is associated with wisdom, knowledge, and expertise?

    <p>The Sage</p> Signup and view all the answers

    Which brand archetype is associated with power, control, and authority?

    <p>The Ruler</p> Signup and view all the answers

    Which brand archetype is associated with rebellion and non-conformity?

    <p>The Outlaw</p> Signup and view all the answers

    What is the main purpose of brand architecture?

    <p>To create consistency across brand touchpoints</p> Signup and view all the answers

    What brand archetype is often associated with love, passion, and sensuality?

    <p>The Lover</p> Signup and view all the answers

    What brand archetype represents the everyday person and is relatable to the masses?

    <p>The Regular Guy/Girl</p> Signup and view all the answers

    What brand archetype is associated with wisdom, knowledge, and expertise?

    <p>The Sage</p> Signup and view all the answers

    Which city in India does IKEA operate its big-format furniture and home stores?

    <p>Hyderabad</p> Signup and view all the answers

    Which country did IKEA open two small-format city centres in?

    <p>India</p> Signup and view all the answers

    What is the main purpose of IKEA's strategy in India?

    <p>To adapt to customer needs</p> Signup and view all the answers

    What is one of the challenges of IKEA's strategy in India?

    <p>Distribution and logistics</p> Signup and view all the answers

    How many distribution points does IKEA have across Spain?

    <p>Nearly 100</p> Signup and view all the answers

    What is the main purpose of IKEA's strategy in Spain?

    <p>To explore and try different concepts</p> Signup and view all the answers

    What is one of the differences between IKEA's strategy in Spain and India?

    <p>Online services availability</p> Signup and view all the answers

    What is the main focus of IKEA's strategy in Spain?

    <p>Premiumization</p> Signup and view all the answers

    How many small-format city centres did IKEA open in Mumbai?

    <p>Two</p> Signup and view all the answers

    What is the main purpose of the 3-step strategy in India?

    <p>To experiment with new formats</p> Signup and view all the answers

    Which of the following is true about Opera Philadelphia's Fall festival?

    <p>It runs for over 12 days</p> Signup and view all the answers

    What is the target age group for Opera Philadelphia's VIVACE program?

    <p>21 to 45</p> Signup and view all the answers

    What is the purpose of Opera Philadelphia's Winter and Spring seasons?

    <p>To provide innovative and progressive treatments of opera</p> Signup and view all the answers

    What is the rationale behind Opera Philadelphia's Fall festival?

    <p>To generate repeat attendance in spring</p> Signup and view all the answers

    What is the age range of Opera Philadelphia patrons eligible for the VIVACE program?

    <p>21 to 45</p> Signup and view all the answers

    What is the main focus of Opera Philadelphia's Winter and Spring seasons?

    <p>To showcase traditional opera productions</p> Signup and view all the answers

    What is the purpose of Opera Philadelphia's VIVACE program?

    <p>To attract a younger, more ethically-diverse audience</p> Signup and view all the answers

    What is the target audience for Opera Philadelphia's Fall festival?

    <p>Younger, more ethically-diverse audience</p> Signup and view all the answers

    What is the purpose of Opera Philadelphia's Fall festival?

    <p>To generate repeat attendance in spring</p> Signup and view all the answers

    What is the purpose of Opera Philadelphia's VIVACE program?

    <p>To attract a younger, more ethically-diverse audience</p> Signup and view all the answers

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