The Three Layers of Brand Strategy
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Questions and Answers

What are the three layers of brand strategy?

  • The design layer, the value layer, and the emotional layer
  • The visual layer, the value layer, and the intellectual layer
  • The visual layer, the emotional layer, and the physical layer
  • The visual layer, the value layer, and the emotional layer (correct)

What is an example of the visual layer of branding?

  • The emotional connection
  • The appeal to users
  • The graphics (correct)
  • The slogan

What is the value layer of branding?

  • The emotional connection to the brand
  • The appeal to users (correct)
  • The graphics and text used to represent the brand publicly
  • The brand's mission and purpose

What is the emotional layer of branding?

<p>The emotional connection to the brand (C)</p> Signup and view all the answers

What is the purpose of using branding as an internal tool?

<p>To align staff with a strategic vision (C)</p> Signup and view all the answers

What is the difference between an organization's self-view and the image it projects outwardly?

<p>There is a big difference (A)</p> Signup and view all the answers

What is Coca-Cola's corporate campaign slogan?

<p>Make every drop matter (B)</p> Signup and view all the answers

What should be considered when developing a brand identity?

<p>The audience (A)</p> Signup and view all the answers

What are some examples of themes that might be used by library administration to coordinate the overall vision?

<p>The library as the heart and soul of the campus (A)</p> Signup and view all the answers

What is the purpose of using branding as an internal tool in an organization?

<p>To align staff with a strategic vision (A)</p> Signup and view all the answers

What is the danger of confusing an organization's self-view with the image it projects outwardly?

<p>It can cause confusion in communication efforts (C)</p> Signup and view all the answers

What is the potential problem with using themes like 'gateway of knowledge' or 'heart and soul of the campus' to coordinate the overall vision of a library?

<p>They might not particularly appeal to undergraduate students (C)</p> Signup and view all the answers

What is the importance of knowing your audience when developing a brand identity?

<p>To ensure that the brand identity appeals to the target audience (C)</p> Signup and view all the answers

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