Diseño de Marca

Comprehensive flashcards covering the concepts, definitions, and functions of brand design as presented by Marco Buenrostro Ramírez.

Who is the presenter and creator of the lecture notes on brand design?

LAV. Marco Buenrostro Ramírez

What is the name of the creative studio associated with the presentation?

QUATTRO

Why do companies seek ways to connect emotionally with their customers?

To create long-lasting relationships

What factor significantly influences the success of a brand?

The perception of the brand

What are the $3$ primary functions of a brand?

Navigation, Reassurance, and Engagement

What is the purpose of the 'Navigation' function in branding?

To help consumers choose from a staggering variety of options

What does a brand communicate through the 'Reassurance' function?

The intrinsic quality of the product or service to reassure clients they made the correct decision

How does the 'Engagement' function encourage customer identification?

By using an image, language, and associations

According to David A. Aaker, what is a brand composed of?

A set of assets and liabilities linked to a name and a symbol

How does Philip Kotler define a brand?

A name, term, sign, symbol, or design (or combination) that identifies goods or services and differentiates them from competitors

What is Milton Glaser's definition of a brand?

A form of identity that resonates emotionally and represents a deep relationship between the company and the public

What are the three core actions a brand performs for an entity?

It Represents, Differentiates, and Individualizes

What do brands represent for the consumer?

The sum of all valuable qualities of an entity

Do consumers typically purchase based on the individual product/service or the brand?

Almost always for the brand

What is the price of the MG3 car shown in the examples?

$$\$245,900$$

What is the name of the studio mentioned alongside the ITX car and the price $\$338,900$?

Mush Studio

Where is the identity of a brand expressed within a business?

At every point of contact of the brand

Brand identity becomes intrinsic to which part of a company?

The company culture

The identity of a brand serves as a constant symbol of what?

Its fundamental values and its heritage

Which value of a brand is usually much higher than the corporation's tangible assets?

The intangible value

What does 'evangelizing' mean in a branding context?

Convincing people to believe in the brand and getting the customer to be passionate about it

What is a common error companies make regarding 'groups of interest' (stakeholders)?

Subestimating the impact of their stakeholders

What should be provided to stakeholders to successfully evangelize them?

The intangible value the brand brings, more than just the tangible

What is the first branding imperative mentioned on Page $10$?

Recognize that we live in a world full of brands

What is the branding imperative regarding positioning?

Leverage every opportunity to position the brand in the minds of the customers

How should a brand idea be communicated according to branding imperatives?

Communicate a solid brand idea time and time again

What must a brand do beyond just communicating a competitive advantage?

Demonstrate it

On average, what percentage of a company's total value do brands represent?

$$75\%$$

What should brand strategy be based on regarding customers?

Their perceptions, preferences, dreams, values, and lifestyles

Which Apple product was introduced in the $80's$?

Apple II

What was the marketing slogan for the Macintosh in the $80's$?

Take Macintosh out for a test drive

Which personal organizer did Apple promote in the $90's$?

Newton MessagePad 110

What was the brand tagline for the iMac in the early $2000's$?

A designer original

How many songs did the original iPod 'put in your pocket'?

$$10,000$$

What is Apple's famous two-word tagline mentioned on Page $11$?

Think different

What shift occurs in consumer spending regarding 'utility value'?

The consumer stops paying for utility value and starts paying for the privilege of flaunting a brand

What does the public desire to acquire when they pay for a brand?

The values that the brand holds

What concept is associated with 'The Italian Coffee Company'?

gourmet

What concept is linked to 'Tecnológico de Monterrey' in the exercise?

Tecnológico

What is the specific slogan for the brand Bodega Aurrera?

La campeona de los precios bajos

List three brands mentioned in the 'quick concept association' slide.

BiC, ROLEX, and Red Bull

What fashion brand is listed in the quick association section?

VICTORIA'S SECRET

What Mexican university is mentioned along with Tec de Monterrey?

UNIVERSIDAD CUAUHTEMOC

What is 'Navegación' in English within the context of brand functions?

Navigation

What is 'Reafirmación' in English within the context of brand functions?

Reassurance

What is 'Compromiso' in English within the context of brand functions?

Engagement (or Commitment)

According to the notes, what do people fall in love with, trust, and believe in?

Brands

What does a brand add or subtract from a service according to Aaker?

Value

True or False: A brand is only a logo or a visual image.

False

What is the final message or slide content of the presentation?

¡Gracias! and the QUATTRO studio logo