Brand Basics
What is a brand?
A brand is a name, term, design, symbol, or combination of these that sets a business apart from competitors.
What is brand recognition?
It is the ability of consumers to identify a brand based on its attributes.
What is co-branding?
A strategy where two or more brands collaborate on a product or service to capitalize on each other’s popularity.
What is a logo?
A visual symbol that represents a product, company, or idea.
What does simplicity mean in logo design?
A logo should be straightforward, making it easily recognizable.
Why is branding important?
Branding is important because it helps identify and distinguish products, creates brand personality, and builds recognition.
Describe brand awareness vs. brand recognition.
Brand awareness is knowledge that a brand exists, while brand recognition is identifying a brand by its unique attributes.
What is brand extension?
Using an existing brand name to introduce a new or improved product.
Define brand name vs. trade name.
A brand name represents a product or service; a trade name is the legal name of the company.
Why use a two-color scheme?
It creates a clean, memorable look, and the majority of recognizable logos use limited colors.
Describe a private distributor brand.
A brand owned by retailers or wholesalers, offering customers lower prices with quality comparable to national brands.
What is brand preference?
t’s when customers value a brand and choose it over others.
Define brand licensing.
A legal authorization that allows another company to use a brand’s name or character for a fee.
What is a trade character?
A brand mark with human characteristics, like the Geico Gecko or Pillsbury Doughboy.
Why should a logo fit in a square?
A square or circle shape improves proportionality and adaptability across platforms.
What are generic brands?
Products that don’t carry a company identity, often sold at a lower price without extensive advertising.
What is brand loyalty?
Brand loyalty is when customers repeatedly choose a brand, even if a competitor offers a similar product.
What is a mixed branding strategy?
Offering a combination of manufacturer, private distributor, and generic brands to appeal to different markets.
What is a unique value proposition (UVP)?
A clear description of how a brand is different and provides value to consumers.
Why is originality important in logos?
To ensure the logo is unique, distinguishable, and can be trademarked.
Describe a national brand.
A brand owned and initiated by a national manufacturer, known for consistent quality, dependability, and reliability.
What is brand rejection?
It’s when customers avoid purchasing a brand due to negative associations.
Why use a co-branding strategy?
To reach new customers and boost sales by combining brand strengths.
What is a trademark?
A brand element registered with the government, offering legal protection.
Describe proportion/balance in logo design.
A balanced logo should not be much wider than its height, creating a harmonious, visually appealing design.