1) Kapferer's Brand Identity Prism a) The brand's character and how it behaves. b) The physical characteristics and visual features of the brand. c) A hexagonal model representing the six key elements of brand identity. 2) Personality a) The physical characteristics and visual features of the brand. b) The set of values that form the foundation for the brand. c) The brand's character and how it behaves. 3) Culture a) The physical characteristics and visual features of the brand. b) The set of values that form the foundation for the brand. c) The brand's character and how it behaves. 4) Relationship a) The brand's character and how it behaves. b) How the brand portrays its target audience. c) The nature of the connection between brand and consumer. 5) Self-Image a) How customers see themselves when using the brand. b) Using an established brand name for a new product category. c) The nature of the connection between brand and consumer. 6) Brand Extension  a) The nature of the connection between brand and consumer. b) Launching a new product in a category the brand already knows. c) Using an established brand name for a new product category. 7) Line Extension a) The nature of the connection between brand and consumer. b) Launching a new product in a category the brand already knows. c) Stretching into a premium/luxury segment. 8) Vertical Stretching (Up) a) Stretching into a low-cost segment. b) Stretching into different, often unrelated, product categories. c) Stretching into a premium/luxury segment. 9) Vertical Stretching (Down) a) Stretching into a premium/luxury segment. b) Stretching into a low-cost segment. c) Stretching into different, often unrelated, product categories. 10) Horizontal Stretching a) The coherence between the brand's core values and the new product. b) The brand's perceived right to operate in a new product category. c) Stretching into different, often unrelated, product categories. 11) Brand Legitimacy a) The brand's perceived right to operate in a new product category. b) The coherence between the brand's core values and the new product. 12) Brand Consistency  a) The coherence between the brand's core values and the new product. b) The usefulness and appropriateness of the brand extension for the consumer. 13) Brand Relevance a) The usefulness and appropriateness of the brand extension for the consumer. b) The coherence between the brand's core values and the new product. 14) Packaging a) Communication Function - Visual impact, brand recognition, and prompting impulse purchases. b) The usefulness and appropriateness of the brand extension for the consumer. 15) Physique a) The physical characteristics and visual features of the brand. b) The usefulness and appropriateness of the brand extension for the consumer. 16) The phrase 'The Toyota Way' is an example of which one of the following a) The set of values that form the foundation for the brand. b) The usefulness and appropriateness of the brand extension for the consumer. 17) A Coca-Cola ad showing fun, friendly teenagers is an example of: a) The set of values that form the foundation for the brand. ( b) How the brand portrays its target audience. (e.g., 18) Ferrari Theme Park is an example of: a) Using an established brand name for a new product category. b) The coherence between the brand's core values and the new product. 19) iPhone's sleek design is an example of: a) The physical characteristics and visual features of a brand. b) The coherence between the brand's core values and the new product. 20) The brand's perceived right to operate in a new product category. a) Packaging b) Brand Legitimacy 21) Introducing a new Evian bottle size is an example of: a) Launching a new product in a category the brand already knows. (e.g., b) The coherence between the brand's core values and the new product. 22) A hexagonal model representing the six key elements of brand identity. a) Kapferer's Brand Identity Prism b) The Halo Effect Model c) Brand Extension 23) BMW's serious-but-playful tone in its communication is an example of: a) Kapferer's Brand Identity Prism b) The nature of the connection between brand and consumer. 24) Stretching into a premium/luxury segment can lead to: a) Risk of no legitimacy for a low-cost brand). b) Advantage of legitimacy for a low-cost brand). 25) A commercial campaign by BMW which is headlined: "Don't Postpone Joy" indicates which of the following:. a) How customers see themselves when using the brand. (e.g., b) The coherence between the brand's core values and the new product. 26) The coherence between the brand's core values and the new product. a) Reflection b) Brand Consistency 27) Coca-Cola's "happiness" persona is an example of: a) The nature of the connection between brand and consumer. b) The brand's character and how it behaves. (e.g., 28) When the brand Renault introduced the Logan range or Mercedes brought out the Classe A it is known as: a) Stretching into a low-cost segment.  b) Stretching into different, often unrelated, product categories. 29) Virgin moving from music to airlines it is known as: a) Stretching into a low-cost segment. b) Stretching into different, often unrelated, product categories. 30) The usefulness and appropriateness of the brand extension for the consumer. a) Vertical Stretching (Down) b) Brand Relevance 31) Visual impact, brand recognition, and prompting impulse purchases relates to: a) Packaging b) Context

Lecture 3

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