15 Questions
Which of the following is NOT a brand element mentioned in the text?
Television commercials
What is the main purpose of brand elements?
To increase brand awareness
Which of the following is NOT a criterion for choosing brand elements?
Profitability
Which of the following is NOT a characteristic of characters in branding?
Meaningfulness
What is the estimated market size for counterfeits according to the International Chamber of Commerce?
$2.3 trillion
Which of the following is NOT a type of counterfeit goods?
Authentic
According to the text, what is brand knowledge?
Brand knowledge is the information consumers have learned, felt, seen, and heard about the brand over time.
According to the text, what is brand equity?
Brand equity is the differential effect that brand elements have on consumer response to marketing activities.
According to the text, what are the components of brand knowledge?
Image and benefits
Which type of intellectual property protection is typically given to novels, music, movies, software code, photographs, and paintings?
Copyright
What is the potential negative impact of counterfeiting on original brands?
Loss of sales
Which type of intellectual property protection is typically given to fashion designs?
Patent
What is one of the controversies surrounding patents?
They hinder further innovation
What type of goods are fashion designs typically considered to be?
Useful goods
What is one potential positive effect of counterfeiting on original brands?
Reduced scarcity
Study Notes
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.
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