Deck 5: Creating New Brands

Question 1

Building internal support for the brand involves three steps. What are they?

A) Tracking, understanding brand logic, internal launch
B) External launch, brand research, positioning
C) Positioning, build a brand team, internal by-in
D) Understanding brand logic, gaining internal buy-in, building a brand team

Answer 1

D

Question 2

Understanding a brand logic involves what form of analysis?

A) Reviewing definitions of branding
B) Analysing costs vs benefits
C) SWOT analysis
D) Exploring whether a differential effect is possible

Answer 2

D

Question 3

Gaining internal buy-in is critical to building a brand. How should one do this?

A) Conduct research that identifies consumers want a brand
B) Identify how competitors all have brands
C) Identify a range of non-marketing related benefits of branding
D) None of these

Answer 3

C

Question 4

When building a brand team, is it important to ______.

A) put together a team who have influence and power
B) put yourself in charge of the brand program
C) put together a team consisting solely of marketing staff
D) all of these

Question 5

Who should be in a brand team?

A) People with influence in the boardroom
B) People who can influence others within the firm
C) Local champions
D) All of these

Question 6

The first step of building brand foundations involves brand research. What do you conduct research on?

A) Loyalist users
B) Target users
C) Brand and founder backstory
D) All of these

Question 7

What research is necessary for building a strong position?

A) User jobs to be done
B) Competitors
C) Firm capabilities
D) All of these

Question 8

What does positioning involve?

A) Defining the brand according to user needs
B) Developing a strong logo
C) Developing an identity for the brand that will endure
D) Developing a creative social media campaign

Question 9

After developing a position, you should launch the brand by ______.

A) developing a marketing campaign and communicating with target users
B) conducting a series of press releases about your brand benefits
C) launching internally to train staff on what the brand means
D) launching carefully in a small test market

Question 10

Positioning involves answering which of the following big questions?

A) Who are you?
B) What do you do?
C) Why does it matter?
D) All of these

Question 11

A brand position must meet four tests. What are they?

A) Relevance, consistency, awareness and improvisation
B) Character, deliverability, authenticity and awareness
C) Relevance, differentiation, deliverability and authenticity
D) None of these

Question 12

Positioning research involves two key things - what are they?

A) User needs and brand heritage
B) User and ideological frames of reference
C) Unique selling points
D) Gaps in the market

Question 13

The user frame of reference is useful for making which key decisions?

A) Identifying the user need
B) Identifying competitors serving that need
C) Identifying relevant capabilities
D) All of these

Question 14

How is the ideological frame of reference generated?

A) Employing an agency to identify what is important to younger consumers
B) An external analysis to identify important trends
C) Research that delves into the firm's backstory and its image with key stakeholders
D) All of these

Question 15

To launch a brand one needs to communicate with users. Which strategy should you adopt?

A) Define a very narrow target and aim to make them fanatically loyal
B) Market to as many users as possible
C) Define the brand's position with broad appeal
D) Initially target one group and then aim to build the brand's appeal to all users within the category

Question 16

What type of segmentation should one use for branding?

A) Demographics
B) Behavioural
C) Psychographics
D) Gut feel

Question 17

What considerations go into choosing a segment?

A) Potential profitability
B) Under-served markets
C) Ability to win
D) All of these

Question 18

What is a benefit of a user persona?

A) Designers like them
B) They represent a real person
C) They help bring the user to life and can guide decision making
D) They are a fashionable new technique

Question 19

User personas contain a number of things. Which of the following are not included?

A) Quotes from users
B) A description of their day-to-day life
C) Only positive characteristics
D) A few salient features that define them

Question 20

To avoid marketing myopia we should define our competitors in which of the following ways?

A) Those firms currently in our category
B) A historical analysis of our main competitors
C) According to the user frame of reference
D) According to key functional criteria

Question 21

Some ideas are common to many brand positions. Which of the following is a strong idea?

A) Relevance
B) Innovation
C) Trust
D) None of these

Question 22

What is a simple test for determining a good idea for a brand position?

A) That it feels good to the team
B) That it has a workable opposite
C) It upsets no one
D) None of these

Question 23

Once defined, what role does the brand position play?

A) It is placed in a prominent place for everyone to view
B) It is communicated directly to users as written
C) It influences everything the brand does
D) It is put in a marketing plan as a formality

Question 24

Firms must build brand assets to communicate to users. What are these assets?

A) Logos and slogans
B) Characters and design language
C) Packaging and labelling
D) All of these

Question 25

How does one measure brand assets?

A) By whether consumers recognize them?
B) By their fame and uniqueness
C) By the awards and praise they receive
D) None of these

Question 26

If a brand asset is high on fame and low on uniqueness, what options do you have?

A) Focus on sole use to build up awareness
B) Avoid solo use
C) Lose it altogether
D) Ignore it

Question 27

If a brand asset is low on fame and high on uniqueness, what options do you have?

A) Remove it
B) Test it further
C) Invest it in
D) None of these

Question 28

Should brand managers emphasize fame or uniqueness when dealing with individual brand assets?

A) Uniqueness
B) Fame
C) Aim for balance
D) Maximise both

Question 29

What are some key considerations in choosing a brand name?

A) That it reflects the brand position
B) That is can be protected
C) That it is memorable
D) All of these

Question 30

What type of brand name is Nike?

A) Fabricated
B) Metaphorical
C) Antonym
D) Descriptive

Question 31

What type of brand name is Apple?

A) Fabricated
B) Metaphorical
C) Antonym
D) Descriptive

Question 32

How does a brand manager externally communicate the brand's position?

A) Through a personality or archetype
B) Through a tagline
C) Through a logo
D) All of these

Question 33

What is the main strength of Apple's 'Think Different' slogan?

A) It is unique.
B) It is different.
C) It is short.
D) It is protected.

Question 34

What is the main strength of IBM's 'Imagination at work' slogan?

A) It is unique.
B) It is different.
C) It is short.
D) It is free from negative connotations.

Question 35

Logos are an essential brand asset. What things define a good logo?

A) It never changes over time
B) It's colour
C) Uncluttered
D) Created by a famous designer