According to Bajaj and Bond (2017), what is the relationship between visual asymmetry in brand elements and perceptions of brand personality?
Asymmetry in visual brand elements is associated by consumers with brand excitement.
What psychological mechanism did Bajaj and Bond (2017) find to be a partial driver of the link between visual asymmetry and brand excitement?
The experience of subjective arousal.
How does the 'fluency principle' explain the general preference for symmetric over asymmetric patterns?
Symmetric patterns are easier to process because they contain less information, and this subjective ease of processing evokes a more positive evaluative response.
What are 'collative' stimulus properties, as described by Berlyne (1960, 1971)?
Properties that involve the comparison of different informational characteristics, such as novelty, uncertainty, and complexity.
How does an irregular arrangement of perceptual elements, such as in an asymmetric design, lead to arousal according to Berlyne's collative approach?
It creates uncertainty regarding other stimulus properties, which in turn causes arousal as perceivers attempt to resolve that uncertainty.
In the context of consumer perception, what is a 'spillover effect'?
A phenomenon in which perceptions evoked by sensory elements (like visual design) are assimilated into attribute-level evaluations of the brand or product.
What was the key finding of Study 2 by Bajaj and Bond regarding symmetric vs. asymmetric logos?
Brands with asymmetric logos were perceived to be more exciting than brands with symmetric logos.
What is the primary difference between brand identity and brand image, according to Kapferer (2008)?
Brand identity is on the sender's side (what the brand aims to project), while brand image is on the receiver's side (how the public perceives the brand).
What is the main purpose of brand positioning?
To emphasize the distinctive characteristics that make a brand different from its competitors and appealing to the public.
According to Kapferer, positioning is competition-oriented, while identity is tied to the brand's _____ and _____.
roots, heritage
What are the six facets of Kapferer's Brand Identity Prism?
Physique, Personality, Culture, Relationship, Reflection, and Self-image.
In Kapferer's Brand Identity Prism, what does the 'Physique' facet represent?
The tangible and physical qualities of the brand, including its logo, colors, packaging, and flagship products.
In Kapferer's Brand Identity Prism, what does the 'Personality' facet represent?
The brand's character, demonstrated through its tone of voice, communication style, and the kind of person it would be if it were human.
In Kapferer's Brand Identity Prism, what does the 'Culture' facet represent?
The set of values and basic principles governing the brand, serving as its source of aspirational power and ethos.
In Kapferer's Brand Identity Prism, what does the 'Relationship' facet represent?
The mode of conduct that most identifies the brand, defining the type of transaction or exchange it builds with its customers.
In Kapferer's Brand Identity Prism, what does the 'Reflection' facet represent?
The image of the brand's target audience or ideal user as the brand seems to be addressing them; the target's outward mirror.
In Kapferer's Brand Identity Prism, what does the 'Self-image' facet represent?
The target's own internal mirror; how customers see or feel about themselves when they use the brand.
According to Kapferer's Brand Identity Prism, the facets of Physique, Relationship, and Reflection are the _____ facets, giving the brand its outward expression.
social
According to Kapferer's Brand Identity Prism, the facets of Personality, Culture, and Self-image are incorporated within the brand's _____.
spirit
What is 'Brand Essence' in the context of brand management?
A summary of the brand's identity and/or positioning, answering what key value the brand proposes or stands for.
What is a 'brand prototype' according to cognitive psychology, as discussed by Kapferer?
The flagship or most representative product that best exemplifies the brand's meaning and qualities.
According to Aaker (1997), what is brand personality?
A set of human characteristics associated with a brand.
What are the five dimensions of brand personality as identified by Aaker (1997)?
Sincerity, Excitement, Competence, Ruggedness, and Sophistication.
Which of Aaker's brand personality dimensions includes traits like 'daring,' 'spirited,' 'imaginative,' and 'up-to-date'?
Excitement.
Which of Aaker's brand personality dimensions includes traits like 'reliable,' 'responsible,' and 'efficient'?
Competence.
Which of Aaker's brand personality dimensions includes traits like 'domestic,' 'honest,' and 'genuine'?
Sincerity.
Which of Aaker's brand personality dimensions includes traits like 'tough,' 'strong,' and 'outdoorsy'?
Ruggedness.
Which of Aaker's brand personality dimensions includes traits like 'glamorous,' 'charming,' and 'romantic'?
Sophistication.
According to Kim and Lim (2018), what are the two main theoretical foundations of logo literature?
Corporate Visual Identity (CVI) from the firm's perspective and Processing Fluency from the consumer's perspective.
Concept: Corporate Visual Identity (CVI)
Definition: The various visual cues (name, logo, color, typography) that a company uses to communicate its corporate identity to stakeholders.
Concept: Processing Fluency
Definition: The subjective experience of ease with which people process information.
What is the difference between Perceptual Fluency and Conceptual Fluency in logo perception?
Perceptual fluency relates to the ease of processing a logo's visual features, while conceptual fluency relates to the ease of processing its associated meaning.
What did Henderson and Cote (1998) identify as the three universal design dimensions for logos?
Elaborateness, naturalness, and harmony.
According to research by Jiang et al. (2016), circular logo shapes tend to activate perceptions of _____, while angular shapes activate perceptions of _____.
softness; hardness
What did the study by Hagtvedt (2011) find regarding logos with an incomplete typeface?
They positively influence perceptions of a firm's innovativeness but negatively influence perceptions of its trustworthiness.
What is the difference between evolutionary and revolutionary logo redesign?
Evolutionary redesign involves a small change to an existing logo, whereas revolutionary redesign involves a substantial, significant change.
Why might a company choose a revolutionary logo redesign?
To reflect a significant change in strategy or to revamp its image by dispelling a negative consumer perception.
What is a potential negative consequence of redesigning a logo, especially for consumers with high brand commitment?
Highly committed consumers may evaluate the new, unfamiliar logo less favorably, which can weaken their positive brand attitude.
What is a 'sonic logo' or 'sogo'?
An auditory version of a visual logo, consisting of a series of musical notes associated with a brand.
In the study by Bajaj and Bond (2017), what product category was used in Studies 3 and 4 to test the effects of visual design?
Perfumes/fragrances.
What did Study 3 by Bajaj and Bond find regarding the appropriateness of symmetric vs. asymmetric artwork for different brand positionings?
Asymmetric images were rated more appropriate for an 'exciting' brand, while symmetric images were rated more appropriate for a 'calming' brand.
What was the moderating factor in Study 4 by Bajaj and Bond that reduced the effect of imagery on consumer choice?
The presence of positioning-relevant text descriptions.
What conclusion did Bajaj and Bond (2017) draw from Study 4 about when consumers are more likely to use imagery-based inferences?
Consumers are more likely to rely on imagery-based inferences when other relevant cues (like text) are unavailable.
According to Kapferer, why are graphic identity charters or 'bibles' insufficient on their own for brand management?
They focus on formal aspects (colors, fonts) before defining the brand's core substance and intrinsic identity, putting the cart before the horse.
The standard positioning formula asks four key questions: for whom, for what benefit, against whom, and _____?
Reason to believe (or 'Reason?').
Why is the concept of 'positioning' often insufficient for a multi-product brand like 3M?
Positioning focuses on a particular product category, making it difficult to define for a brand that spans many different categories.
Kapferer states that positioning controls the words, but brand _____ provides the framework for the overall brand coherence, including style and means of expression.
identity
What is the 'brand laddering' process, as illustrated by the Benetton case in Kapferer's text?
It connects a brand's tangible physical attributes to objective advantages, subjective advantages, and ultimately to its core values.
According to Kapferer, why is a brand's name one of the most powerful sources of its identity?
The name is often revealing of the brand's original intentions, program, and area of legitimacy, as encapsulated in the saying 'nomen est omen' (a name is an omen).
What is the function of an emblem or brand character, such as the Michelin Man or the Lacoste crocodile?
To symbolize brand identity, help in recognition, guarantee the brand, provide durability, and transfer its personality to the brand.
According to Kim and Lim (2018), the finding that brand excitement is associated with asymmetry in logo design comes from which study?
Bajaj and Bond (2018).
According to the literature review by Kim and Lim (2018), how does the completeness of a typeface affect brand perceptions?
An incomplete typeface positively influences perceptions of firm innovativeness but negatively affects trustworthiness.
What is 'dynamic imagery' in the context of logo shape research?
The perception of movement evoked by a static visual, which can lead to more favorable brand attitudes.
The study by Labrecque and Milne (2012) investigated the relationship between the components of color (hue, saturation, value) and what other brand concept?
Brand personality.
According to the tutorial slides, what is a key reason for a brand to have a distinct identity?
It simplifies customer choice in a crowded market.
What are the three characteristics of a strong brand identity prism, according to the tutorial slides?
It has few words per facet, the words are not the same on different facets, and the words have strength (are not lukewarm).
What is the primary assertion of Bajaj and Bond's (2017) research?
Exposure to visually asymmetric (vs. symmetric) brand elements will increase perceptions of a brand as exciting.
What type of symmetry has been most extensively studied in visual perception research?
Mirror symmetry about a vertical axis.
The study by Krupinski and Locher (1988) measured physiological arousal via skin conductance and found what result regarding image symmetry?
Asymmetric compositions induced substantially greater arousal than symmetric ones.
According to Kapferer, what is a major deficiency of the 'positioning' concept in relation to brand communication?
It does not address communication style, form, or spirit, leaving it up to creative whims rather than expressing the brand's personality and values.
What is the 'frame of reference' in a brand positioning statement?
The subjective definition of the category that specifies the nature of the competition, marking out the 'field of battle'.
In Kapferer's discussion, how did Perrier strategically define its frame of reference to gain a competitive advantage?
It positioned itself not as fizzy water but as a 'drink for adults,' competing against alcohol, Diet Coke, and Schweppes.
The research by Luffarelli et al. (2019) extended the work of Bajaj and Bond by linking logo asymmetry not just to consumer evaluations but also to what?
The market's financial valuations of brands.
According to research by Lieven et al. (2015), a slender and more rounded shaped logo tends to increase perceptions of brand _____.
femininity
The study by Sundar and Noseworthy (2014) found that consumers prefer powerful brands when their logos are placed where on a package?
High on the package, due to a conceptual link between power and height.
According to Brasel and Hagtvedt (2016), what are 'agent-animated logos'?
Logos that connote the perception that the entity moves of its own volition, as if it were alive.
What did research by Han et al. (2010) discover about the prominence of logos on luxury handbags?
Less prominent displays of logos were associated with higher prices, possibly due to widespread counterfeits with prominent logos.
According to Kapferer, what is the risk of a brand focusing too much on meeting every one of the public's expectations (an obsession with image)?
The brand can appear opportunistic and devoid of meaningful substance, becoming a mere façade.
What is the 'brand prototype' for Nivea, according to Kapferer's analysis?
The Nivea cream in its characteristic blue, round box.
According to the tutorial slides, what is the Brand Essence of Louis Vuitton?
Timeless Elegance.
The study by Sundar and Kellaris (2017) found that logo colors can influence shoppers' ethical judgments about a retailer through the mediating role of what perception?
Perceived eco-friendliness.
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