Question 1

What is brand strategy?

Accepted Answer

Answers will vary but may include the following: 
Brand strategy is the core tactical underpinning of branding, uniting all planning for every visual and written brand expression. 
The brand strategy is how you are conceiving, creating, and positioning a brand in the marketplace to achieve differentiation, relevance, engagement, and resonance.

Question 2

What is the difference between a functional and an emotional benefit?

Accepted Answer

A functional benefit is a practical benefit. An emotional benefit is an intangible benefit.

Question 3

As a compositional unit, a logo must be independent, able to stand on its own . What kind of form can a logo take?

Accepted Answer

A logo's form can: 
Be a self-contained closed unit 
Break the unit 
Be a free-form unit

Question 4

What is branding and what might a branding program encompass?

Accepted Answer

The answer of What is branding and what might a...

Question 5

What is a logo and what does it do for a brand or entity?

Accepted Answer

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Question 6

What is a visual identity?

Accepted Answer

The answer of What is a visual identity?...

Question 7

What is the purpose of branding?

Accepted Answer

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Question 8

Omnimedia (or integrated) branding programs encompass different touchpoints with an audience. Name one main concern when generating concepts and designing an omnimedia branding program?

Accepted Answer

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Question 9

What are the goals of a visual identity design?

Accepted Answer

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Question 10

Which of the following factors aid coherence across a brand identity? Select all that apply.
A) Strategy
B) Look and feel
C) Using very different typeface(s) for each solution media channel
D) Establishing and maintaining an omnimedia color palette
E) Changing shapes and forms to make each piece unrelated to the other
F) Varying the logo to match the solution

Accepted Answer

Strategy guides the overall approach and objectives, while look and feel and an omnimedia color palette ensure visual consistency and recognition across various channels and platforms. Using very different typeface(s) for each solution media channel, changing shapes and forms, and varying the logo do not contribute to coherence and can instead create confusion and dilute the brand identity.

Quiz 11: Branding and Visual Identity