Exam 10: Branding, Work, and Consumption

For about the first 100 years of modern advertising, the very notion of the brand was intimately connected with ______.

In the (post) modern corporation, everyone must adopt and cultivate a(n) ______ in which work and non-work selves become increasingly interrelated and work becomes a constant performance of a carefully nurtured professional identity that visibly contributes to the company's bottom line.

In the second half of the 19^th century, branding was ______.

Which of the following is characteristic of what Rob Walker describes as the "click" phenomenon?

Leonard has a staff of 30 millennials who engaged in volunteerism, are active social media users, and work best with a flexible schedule. Leonard decided to allow employees to set their own schedules and honors the employee of the month by making a donation to a charity of their choice. Employees appreciate the fact that their boss seemingly has shaped corporate values around the values of the staff. This is an example of ______.

______ is a strategy that attempts to integrate brands into the expression of individual identities by blurring the distinction between marketing and everyday life and popular culture.

______ is a primarily communicative process that involves the efforts of corporations to shape human identity and influence the cultural and social landscape in order to sell consumer products.

Edward Bernays (founder of public relations) was responsible for a campaign that connected smoking with ______ and freedom.

______ is the process of leveraging the meanings and emotions associated with a particular company to a variety of different products that don't necessarily have any relationship with each other.

The "Campaign for Real Beauty" (Dove soap) is an example of a brand engagement with political issues.

Which of the following is an example of "murketing"?

Early advertising highlighted the uniqueness of a product and was based on a formula that included ______.

Advertising for household products today uses the same general formula developed nearly 100 years ago.

Starbucks, Wells Fargo, and Uber are three different companies, however all three faced events that threatened the ______ brand.

Literally any meaning or quality can be attached to any object, product, company, or person through the ______.

Unilever is the parent company for Axe and Dove. While the company brands Dove as a body image conscious activist brand, Axe uses an opposite branding strategy that positons women as sexual objects. This supports the notion that branding is more about ______ and less about empowerment.

The 21^st-century conception of "the marketplace" is a space where ______.

In Mastercard advertisements, people have "priceless" experiences enabled by Mastercard. This is an example of ______.

It is important to understand branding primarily in order to ______.

Which of the following is an example of people being branded?