Branding Basics
An identifying symbol, logo, words, and reputation that distinguishes a company and its products from others
What is a brand?
The financial worth of a brand
What is brand value?
The long-term plan for developing and managing a successful brand.
What is brand strategy?
The founder of Nike
Who is Phil Knight
A company's brand is its ___
What is reputation?
The importance of a brand to its customers
What is brand equity?
Colors, logos, and design elements are part of a brands ___
What is identity?
This is how Nike initially sold its shoes in the early days
What is Phil Knight sold shoes out of the trunk of his car at track meets and sporting events
What is not an element used to build a brand?
What is brand value?
A positive brand value means consumers are likely to pay ___ based on the brand alone
What is more?
This refers to how a company promotes and communicates its brand.
What is brand marketing?
These companies were Nike’s main competitors
What is Adidas, Reebok and Puma
The shared beliefs, values, goals, attitudes, and behaviors of a company’s employees
What is company culture?
Generic products tend to cost ___ since they lack brand reputation.
What is less?
Narratives, slogans, and taglines are all a part of ___
What is brand messaging?
This strategy helped Nike build credibility and visibility for their products.
What is athlete endorsements
The process of identifying the relevant and unique aspects of a brand
What is brand discovery?
A connection that is intended to create a long-lasting relationship between customers and a brand.
What is emotional connection
In a brand strategy outline, this comes after target audience and before brand messaging
What is brand voice?
Shaquille O’Neal signed with this brand instead of Nike
What is Reebok