Branding

What is a brand?

A name, term, sign, symbol, design, or any combination of these intended to identify the goods and services of a seller.

How does a brand help companies?

A brand helps companies differentiate themselves from the competition.  

What are some examples of what can BE a brand?

Physical goods, services, retailers, people, organizations, sports, arts, and entertainment.  

What are brand elements?

The different components of a brand.  

List six examples of brand elements.

Name, logo, symbols, type of font, color, and slogan.

What is an important consideration regarding a brand's image?

Each feature of the brand's image must be consistent.  

What does the it say about a brand's name and logo?

They must be easy to remember and pronounce.  

What are some of the psychological associations with the color red in branding?

Bold, passion, strength, attention, love, exciting, action, aggressive.  

What are some of the psychological associations with the color orange in branding?

Happy, energetic, sociable, friendly, affordable, enthusiastic, sunny.  

What are some of the psychological associations with the color green in branding?

Nature, wealth, fresh, life, harmony, environment, growth, new.

What are some of the psychological associations with the color yellow in branding?

Logical, optimistic, progressive, confident, playful, creative.

What does the colour green often mean or represent in branding?

"Go" and is used frequently to represent eco-friendly companies & products; it is also thought to be a calming color.

What about the use of yellow in branding?

Yellow is too bright to stand on its own and will require a secondary background or bordering color; it is also a universal caution color and represents clarity.  

What is the average brand value of a Best Global Brand in 2022?

over US$3 trillion.  

What does the website “Best Global Brands” consider?

The contribution of the brand to the overall performance of the company.  

How do brands help consumers?

They help consumers identify the source of the product, can be a signal of quality and reduce purchase risk, and reduce the need for consumer research (saving time, money, and thinking).

Brand is a symbolic device? True or False.

True

What are some similarities between sports and entertainment branding?

The need for visual identity, storytelling to connect with audiences, and cross-promotions and partnerships.

What are some differences between sports and entertainment branding?

Sports branding often emphasizes competition, loyalty, and legacy, while entertainment branding focuses on creativity, storytelling, and lifestyle.