Deck 6: Branding

Question 1

You are a PR professional kicking off a major campaign for a client. Two of your colleagues from marketing and advertising walk up to you and say, "We usually handle the branding part of the campaign. Why don't you just leave that to us?" What is your best response?

A) They should be reported to your supervisor for not "staying in their lane."
B) They are incorrect; branding has a natural connection to public relations.
C) They are correct; branding is taught this way in university programs.
D) They might be correct; you'll need to check with your supervisor.

Answer 1

B

Question 2

What is the best term to describe branding?

A) outbound communications
B) a two-way street
C) strategic promotion
D) advertising

Answer 2

C

Question 3

In addition to principles of advertising, marketing, and public relations, what other principles does branding follow?

A) visual design
B) management
C) formal writing
D) legal

Answer 3

A

Question 4

Creating strong brand pillars is all about ______.

A) elevating the brand's overall stature
B) making sure all aspects are equally strong
C) designing separate "silos" for each appeal
D) separating the brand from its competitors

Question 5

In public relations, brands are ______ and ______ in various ways.

A) ignited; extinguished
B) created; supported
C) supported; ended
D) loved; hated

Question 6

When Oreo teamed up with "Game of Thrones" it was attempting to distinguish its brand through ______.

A) video game ads
B) paid media mentions
C) social media
D) consumer testimonials

Question 7

How does Wegman's grocery store distinguish its brand from the competition?

A) by being a "loss leader" with low prices
B) through a gourmet appeal for every item
C) by emphasizing speed and convenience
D) through appeals related to food quality

Question 8

To find some of the best examples of personal branding, one can look to ______.

A) athletes
B) teachers
C) business leaders
D) working moms

Question 9

Contrasting personal branding approaches between Jimmy Fallon and Lilly Singh, while Fallon relies on ______, Singh focuses on ______.

A) person-to-person; social media
B) directness; brand partnerships
C) TV advertising; digital media
D) humor; love appeals

Question 10

Most of the time we focus on our client's brands when we should also focus on our ______ brands.

A) organizational
B) political
C) personal
D) online

Question 11

Comparing our offline and online reputations, which of the following is true?

A) Online reputations override offline reputations.
B) Neither one matters as much as our actions.
C) Online is now much more important.
D) Both are priceless possessions.

Question 12

If you want to create a personal brand that is relevant, unique, and powerful, you first need to ask yourself ______?

A) what is unique to me
B) where are my competitive advantages
C) what is everyone else doing
D) why would someone follow me

Question 13

If you are able to gain a number of online endorsements based on your expertise and you are validated by your community, it is safe to say you have gained ______.

A) market savvy
B) technical skills
C) social capital
D) a competitive edge

Question 14

Which of the following terms relates to one's expertise documented online by others who endorse you?

A) technical savvy
B) social proof
C) customer testimonials
D) skills mastery

Question 15

Which of the following assets is key to establishing a strong personality online?

A) an upbeat and charismatic nature
B) an adaptable, funny, persona
C) keeping personal opinions to yourself
D) ability to show one's humanity

Question 16

Creating and sharing quality content enables you to establish new ______ and ______.

A) relationships; partnerships
B) work approaches; best practices
C) revenue; collections
D) thoughts; feelings

Question 17

If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?

A) robocalls
B) webinars
C) blogs
D) guest lectures

Question 18

In creating content, it is important to remember that ______.

A) it is all about attractive color and design
B) quality trumps quantity for audiences
C) your friends will always follow you
D) newest content equals best content

Question 19

What is the overall goal of personal branding?

A) to drive audiences back to the hub of the personal brand
B) to have followers share your content as widely as possible
C) to create as many digital touchpoints as you can
D) to distinguish yourself from other personal brands

Question 20

Content that has a long shelf life is known as ______.

A) archived
B) practical
C) out of date
D) evergreen

Question 21

What is one of the core components of successful client and personal branding?

A) uncommonness
B) edginess
C) authenticity
D) originality

Question 22

Actor Dwayne Johnson (The Rock) loves to work out and has aligned himself with the Under Armor brand. This is an example of ______.

A) a competitive edge
B) a quality partnership
C) corporate branding
D) personal storytelling

Question 23

When developing a brand for your client or for yourself, who is the best spokesperson?

A) social media followers
B) a PR professional
C) the client
D) you

Question 24

In order to effectively present yourself online, you need to make sure that ______.

A) the image accurately reflects your offline behaviors
B) you have plenty of followers to back you up
C) you have the proper hardware and software
D) your graphics and photos are well produced

Question 25

A couple of your associates seem bent on creating online profiles that make them seem more glamorous and high-profile than they really are. As a PR professional, you are wise to tell them this violates the core principles of ______.

A) accuracy and timeliness
B) self-respect and self-esteem
C) authenticity and trust
D) online and offline presence

Question 26

Advertising and marketing professionals are the most qualified to handle branding.

Question 27

Ultimately, branding is all about strategic promotion.

Question 28

Once a brand is created, it must also be nurtured and supported.

Question 29

Politicians have tried hard to create personal brands, but have been largely unsuccessful in doing so.

Question 30

Having a personal brand may determine whether you are hired for a job.

Question 31

A personal brand isn't just for celebrities; any of us can do it.

Question 32

Whatever we do in the offline world does not affect our reputation in the online world.

Question 33

Your personal brand should be created by you, but it can be managed by someone else.

Question 34

Social proof refers to your expertise, documented online by others.

Question 35

An effective online personality means being upbeat and charismatic.

Question 36

If you can produce content that is credible but not consumable, you are unlikely to establish a voice and presence in the industry.

Question 37

In client and personal branding, it is acceptable to develop several different personas based on each brand.

Question 38

In branding, it is more important to build community and relationships than it is to focus on metrics and quantity.

Question 39

Think of a brand that you would enjoy creating and developing. Provide a basic definition of branding and then apply that definition to development of your brand. Be as creative and specific as you can.

Question 40

Analyze the branding success of Patagonia. What has made it succeed so well?

Question 41

Differentiate personal branding from client branding.

Question 42

As a future PR professional, how will you apply the key tenets of branding as you work to create your own personal brand?

Question 43

Classify the major principles behind creating quality content and stories and how they work together.

Question 44

What are the most important things to avoid when implementing client branding and personal branding, and why is it important to avoid them?