mass media

what is a brand

A strategy, logo, identity, product, customer service, visuals, culture, etc.

What is culture in branding?

The extent to which people in an organization live out its values daily.

What is cultural branding?

Infusing a company with a certain lifestyle to connect with customers and employees.

What is crowd culture?

Distinctive communities that share collective values and influence branding.

What are three ways brands communicate their promise?

Unique visual identity, authentic product/service, and integrated communication plan.

Why is consistency important in branding?

It builds trust and recognition.

What is the difference between mission and vision?

Mission: Reason for existence.

Vision: What a brand hopes to accomplish.

Luxury Brand

Exclusivity & status (e.g., Mercedes-Benz).

Performance Brand

Reliability & high standards (e.g., AmEx).

Style Brand

Creativity & contemporary design (e.g., Target).

Experience Brand

Emotional connection (e.g., Disney).

What is a brand archetype?

Human-like characteristics that shape brand personality.

The Creator

Innovation & imagination.

The Hero

Bold & inspirational.

The Rebel

Challenges authority.

What is personal branding?

The intentional process of shaping how others perceive you online and offline.

Why is personal branding important?

Builds credibility, expands networks, and attracts opportunities.

What are three key steps in building your brand?

Develop brand objectives, craft your identity, and stay consistent.

What’s the difference between influencers and celebrity endorsers?

Influencers build trust through authenticity and community engagement.

Nano

1K - 10K followers.

Micro

10K - 50K followers.

Macro

100k - 1 million

What is one major challenge of influencer marketing

Measuring return on investment (ROI

What is homophily

Tendency to connect with similar people

What is heterophily?

Tendency to connect with different people

What is “point of reference” in branding?

How a brand is positioned relative to competitors

What is self-leadership

Understanding your identity and guiding your actions accordingly

What is homophily?

Tendency to connect with similar people

According to the concept of the "third place" social media platforms can function as

Informal gathering spaces that foster community

What are brand archetypes

Human like roles or identities that brands play

What's one major risk of being a child influencer

Building a digital footprint

What does "bicultural identity" mean in a globalized world?

Navigating two cultural identities

A brands personality should be?

Clear, consistent, and emotionally resonant

Which of these is Not one of the Four Rs of evaluating influencers

revenue

habits

is/are the daily actions and ways an organization expresses their values

Crowd culture

is a phenomenon of very effective and prolific innovators of culture

point of reference

What your brand is positioned relative to or how you want customers to understand your brand

manner

How a brand behaves and expresses itself is a brand's

consideration

The influence marketing objective where the goal is to engage and persuade existing audiences

Working with an influencer

Which is one way a brand does not communicate its promise?

self-leadership

The practice of understanding ones identity and intentionally guiding oneself toward these experiences

Anxious

Positive feedback on a post can particularly boost the self esteem if someone with which attachment style

An authentic product or service

Our Lady of mercy's intentionality behind their 2014 rebrand is an example of

Heterophily

Any tendency for individuals who differ from one another to make social connections (ex. Brand, politician)

What are some ways to build your brand?

a. Developing brand objectives
b. Taking inventory
c. Crafting your identity
d. Create and share engaging content