Brand Management Week 3

Which of the following is NOT a brand element mentioned in the text?

What is the main purpose of brand elements?

Which of the following is NOT a criterion for choosing brand elements?

Which of the following is NOT a characteristic of characters in branding?

What is the estimated market size for counterfeits according to the International Chamber of Commerce?

Which of the following is NOT a type of counterfeit goods?

According to the text, what is brand knowledge?

According to the text, what is brand equity?

According to the text, what are the components of brand knowledge?

Which type of intellectual property protection is typically given to novels, music, movies, software code, photographs, and paintings?

What is the potential negative impact of counterfeiting on original brands?

Which type of intellectual property protection is typically given to fashion designs?

What is one of the controversies surrounding patents?

What type of goods are fashion designs typically considered to be?

What is one potential positive effect of counterfeiting on original brands?

Brand Elements

Logo, name, slogan, packaging, and characters are examples of brand elements
The main purpose of brand elements is to create brand identity and differentiate the brand from competitors

Counterfeiting

The estimated market size for counterfeits is approximately 3.2% of global trade according to the International Chamber of Commerce
Counterfeit goods can be products such as clothing, accessories, and electronics
Counterfeiting can have a negative impact on original brands, including financial losses and erosion of brand reputation
However, counterfeiting can also have a positive effect on original brands, as it can be an indicator of a brand's popularity and success

Intellectual Property Protection

Copyrights are typically given to novels, music, movies, software code, photographs, and paintings
Fashion designs are typically protected by trade dress, a type of trademark protection
Patents are granted for inventions and can be controversial, as they can stifle innovation and limit access to proprietary technology

Brand Knowledge and Equity

Brand knowledge refers to the thoughts, feelings, and experiences that consumers associate with a brand
Brand equity refers to the value that a brand generates for its customers and the company
The components of brand knowledge include brand awareness and brand image

Test your knowledge on the importance of characters in branding with this quiz! Discover why characters are so memorable and easily liked, and learn about their meaning and transferability. Find out if they are adaptable across cultures and categories.