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Flashcards in Introduction (8) Deck (17)
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1

What is a brand name?

the part of a brand that can be spoken

2

What is a logo?

a graphic design that is used as a symbol for a company, organization, or brand.

3

What did the origin for the term "brand" in the 1550s mean?

“ ‘mark made by a hot iron’, especially on a cask, etc., to identify the maker or quality of its contents.”

4

Business Dictionary defines a brand as a...

"unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.”

5

Business dictionary defines a brand as a unique ______, _____, _______,_______, or a combination of these, employed in creating an _______ that identifies a product and _______ it from its competitors.”

design, sign, symbol, words, image, differentiates

6

At the most basic level, a brand serves to _____ the seller.

identify

If there were no brand names or logos, buyers couldn’t tell which sellers produced which products at the store. Brands serve as a way for sellers to say, “Hey, this product belongs to me — I’m the one selling it!”

7

A brand also helps to ________ the seller.

differentiate

A mark or a logo doesn’t help the company if a customer doesn’t associate it with anything. Think back to the logos you saw earlier and the associations, memories, or emotions that came to mind; those associations are important as well. Those associations are what give the name and logo meaning, and they are an important piece of a brand.

8

Seth Godin describes a brand as “the set of _____, ______, ______ and _________ that, taken together, account for a consumer’s decision to choose one product or service over another.

1. expectations
2. stories
3. memories
4. relationships

9

What does Seth Godin say about the difference between a brand and a logo?

“Your logo is a referent, a symbol, a reminder of your brand. But your brand is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.”

10

“Your _____ is a referent, a symbol, a reminder of your _____. But your ______ is a story, a set of emotions and expectations and a stand-in for how we think and feel about what you do.”

logo, brand, brand

11

What is brand identification?

The name or mark is important to identify a company. A good association with a company means nothing if there’s not a name or image to identify it or find it.

12

What is brand differentiation?

The reputation a company develops is important. A name or logo means nothing if there isn’t recognition and a meaning behind it.

13

brand differentiation is the ______ a company develops

reputation

A name or logo means nothing if there isn’t recognition and a meaning behind it.

14

A name or logo means nothing if there isn’t ______ and a ______ behind it.

recognition meaning

15

A good association with a company means nothing if there’s not a name or image to ______ it or find it.

identify

16

A brand includes a name, mark, or logo to ______ and ________ a product, organization, or company from another.

identify, distinguish

17

A brand includes the ______, ______, and _____ associated with a product, organization, or company to differentiate it in the mind of the consumer.

experience
emotions
history