BRANDING
What is a brand?
The personality and perception of a product, service, or company—or the sum of what customers hear, see, feel, and experience.
What does USP stand for?
Unique Selling Proposition.
Name the three major visual design elements discussed in the branding chapter.
Colours, typefaces and logos.
What is a brand touchpoint?
An occasion when a potential or existing customer comes into contact with a brand.
What is a target audience or target market?
The type of people a business is attempting to attract and where they are located.
What happens every time a customer or potential customer encounters a company?
Brand perception is formed or influenced.
What is the main purpose of a USP?
To identify what makes a company's products or services stand out from competitors.
Why is blue commonly used by brands?
It is associated with trustworthiness, dependability, conservatism and other positive or “safe” characteristics.
Give one example of an offline touchpoint and one example of an online touchpoint.
Examples: offline = billboard, signage, store or TV commercial; online = website, newsletter or social media.
What is the difference between reach and frequency?
Reach is how many people see the marketing; frequency is how many times an individual sees it.
Name three things that contribute to a customer's overall experience of a brand.
Any three of: what they hear, see, feel, and experience.
What are the four main USP categories taught in this course?
Price, service, quality and selection.
What two factors should a company consider when selecting a typeface?
Legibility and whether it gives off a feeling or “vibe” consistent with the company's identity.
At what three stages of the purchasing process can brand touchpoints occur?
Before the purchase, during the purchase and after the purchase.
Name the three external influences on consumer behaviour discussed in the course.
Family pressure, peer pressure and influencers/opinion leaders/celebrities.
Why should every customer encounter with a brand be positive?
Because a company cannot predict what an individual will focus on during an encounter, and those encounters influence brand perception.
Match these brands with their primary USP: Apple, ASUS and HP.
Apple = quality; ASUS = selection; HP = price.
Why might blue be a poor choice for a restaurant's brand identity?
Blue is a cool colour, and some research suggests cool colours can reduce appetite.
Why should online and offline touchpoints communicate a consistent message?
To maintain a consistent brand identity and prevent customers from encountering conflicting or outdated information.
Mary sees the same Revlon ad three times. For that campaign, how many people does Mary count as for reach, and what is her frequency?
Reach = 1; frequency = 3.
A customer has never purchased from a company but has seen its advertisements, website, packaging and social media. Has that customer already formed a brand perception? Explain.
Yes. Brand perception occurs whenever a customer or potential customer encounters the company; purchasing is not required.
Costco's USP is based primarily on which category, with which category as a strong secondary factor?
Price first; service second.
A company uses one colour palette on its website, different fonts on social media and completely different branding on its letterhead. What branding principle is it violating?
Visual brand consistency.
A restaurant rebrands its website and social media but leaves its old menus, signage and printed materials unchanged. What problem could this create?
Customers encounter inconsistent or outdated brand information across different touchpoints, weakening the brand identity.
What are the three audience stages discussed in the sales cycle?
Interested/Potential, Committed/Engaged and Regular/Invested.