CHOOSE THE CORRECT ANSWER, NO FURTHER EXPLANATION IS NEEDED Which of the following statement is false A)High cultural content artifacts are mature and historicized B)High cultural content artifacts are everyday use tools C)High cultural content artifacts are related with luxury and high fashion D)High cultural content artifacts are utilized as semantic prostheses 2 What is the role of design among the values and codes belonging both to brands and their communities A)Translator B)Mediator C)Curator D)Legislative 3 According to what the Brand Identity model introduces, which is the most profound level of brand identity, made up of founding and distinctive values, that rarely and radically evolve A)Axiological level B)Narrative level C)Thematic level 4 According to the Brand Identity model, what level do seasonal fashion collections belong to A)Axiological level B)Narrative level C)Thematic level 5 Which of the following elements are not recognized as distinctive features of brand aesthetic narratives A)Product architecture B)Price point C)Details D)Colors E)Motifs 6 Choose which of the following statements regarding the Kapferer's Halo Effect is wrong A)The Halo effect is the result of the brand's positive relationship established with its consumers via product appreciation and its values which go beyond tangible aspects B)The halo effect is a brand's stable achievement, which can then be supported, by communication strategies C)The Halo effect is the result of a constant investment also in product value and evolution 7 What factors does the consumers' engagement depend on (More than one correct answer) A)Satisfaction B)Seasonal trends C)Attachment D)Luxury 8 The Customer Culture approach consists in looking at who the customer is and in accomplishing his her willingness A)True B)False 9 Which of the following categories represent consumers' segments (More than one correct answer) A)Innovators B)Fashion victims C)Passive D)Luxury 10 Bridge and premium brands are characterized by a fast and efficient product development with a good network of suppliers and well structured logistic, able to provide a widespread distribution of points of sale A)True B)False 11 Which of the following pillars is not related with Participative Branding A)Customization B)Co Creation C)Craftmanship D)Transparency 12 Which of the following statements about Content Branding is false A)Branded Contents Strategies imply that brands become content editors B)The consequence of Branded Content Strategies is the design of open and integrated platforms C)Branded Content Strategies do not depend on a growing search for authenticity by customers towards brands D)Users can directly contribute to contents generation 13 Companies based on a product service system are (More than one correct answer) A)Companies that have implemented tangible products alongside the services provided B)Companies that thanks also to the emergence of new technologies, have made the service a specific characteristic of the company C)Companies that over time have combined the ability to produce tangible products with a good structure of related services D)Companies that have already been built according to a concept of integration of the product with the service 14 Brands such as Bottega Veneta and Ferragamo could be defined as product based companies A)True B)False 15 Which of the following statements is wrong A)Contents are advertising messages aimed at promoting products B)Contents aims to attract a proactive and conscious viewer, who is pushed by the brand to develop an interpretative collaboration C)Contents have the potential to become viral D)In the context of social networks, virtual worlds or social gaming contents can be also called branded entertainment 16 Through Content Marketing, the audience engages with the brand at a much deeper level and eventually integrates positive behaviours as part of their customer identity A)True B)False 17 A licensor is a company that owns the production, distribution capacity and know how of some products outside the traditional market of a specific brand A)True B)False 18 By product portfolio we can define the color and material variations of a specific product A)True B)False 19 Corporate Social Responsibility units have provided strategies that pursue actions to reduce the negative impacts of fashion brands A)True B)False 20 Which of the following statements about Territorial Valorization is false A)It goes along with the phoenomena of fashion activism B)It re interprets manufacturing operations as a lever to positively impact territories where it is located C)It inspires the transformation of architectural infrastructures into work environment and services for employees D)It puts the attention to reduce environmental impacts valorizing renewable resources 21 Fashion brands support real time fashion by providing A)Live streams for their catwalks, collection previews and beyond the scenes on several social media platforms B)Press releases for marketing purpose C)Gifts for fans that share contents 22 Social media platforms, such as Facebook, are global players that offer a standardized global service that works in the same way in different countries and for different cultures A)True B)False 23 Social media metrics refer to earned channels, with particular reference to the activities of social publishing and social listening A)True B)False 24 The selection of the set of metrics for social media marketing should be A)The objectives, the social media strategy key aspects, the social activity, the connected KPI and the business impact B)The social media strategy, the tools and the output C)The KPI and service level agreements D)The role of contents in the value creation process 25 Social media marketing process is composed by A)Campaign goals, positioning, digital contents, organisation B)Target audience, reach and frequency, metrics and organisation C)Campaign goals, target definition, digital audit, social presence definition, measurement and optimization, internal organisation D)Target audience, segmentation, positioning, service, metrics, internal organisation 26 Target definition should take into account social media habits, content consumption and language, interests and habits A)True B)False 27 Social media strategy is part of the broader digital strategy of the firm A)True B)False 28 Personas are A)Real people B)Invented subjects for the purpose of digital project C)Archetypes of actual users D)The result of brainstorming sessions 29 The emotional connection of storytelling requires A)The determination of the emotional connection, the selection of proper positioning, the creation of ad hoc services B)The definition of narrator, the determination the proper offer, the selection of the the proper media C)Determining the emotional connection defining the narrator of the story humanizing the brand through the story and defining the medium D)None of the above 30 The key aspects of storytelling are knowing the brand audience, developing a clear from fo the story, creating an emotional connection, creating a proper positioning, developing the communication mix, assessing results A)True B)False 31 Artificial intelligence might have a strong impact on the consumption of contents and the nature of influencers on social media A)True B)False 32 The main trends in the digitalization process of fashion brands are A)Artificial intelligence, microblogging, internet of things, see now buy now B)Artificial intelligence, gamification, mix of digital and physical in stores, impact on collection design C)Artificial intelligence, gamification, influencers and celebrities, video channels D)None of the above 33 How could we define the concept of Corporate Identity A)The personality expressed by the brand, the philosophy and the corporate culture B)The whole series of touchpoints that build the connection between the company and the consumer C)The design of the stores and shop windows D)The set of visual elements that define the visual identity of a company 34 The Kapferer Brand Identity Prism considers six main aspects to define or analyze a brand physical aspects, personality, culture, relationship, reflection and visual identity A)True B)False 35 An effective logo should be (more than one correct answer) A)Colorful B)Simple C)Easy to remember D)Timeless 36 Corporate Design is the first element through which the brand comes into contact with the market and the consumers through visual Communication's tools A)True B)False 37 The space for a brand is a crucial element for the creation of total and correct brand perception, using (more than one correct answer) A)Shapes B)Materials C)Textures D)Products 38 The main levels of retail strategy are flagship store, pop up store, corners and shop in shops inside large department stores A)True B)False 39 Which are the 3 levels of product defined by Kotler (more than one correct answer) A)Actual product B)Core product C)Iconic product D)Augmented product 40 By service we could, therefore, refer to anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need A)True B)False 41 The primary purposes of an event are (more than one correct answer) A)Increase brand recognition B)Opening of a store C)Celebration of an anniversary D)Increase sales 42 An event refers to a term indicating a frequently occurring activity inside the normal activities of a brand A)True B)False

The Answer is in the image, click to view ...

Question: CHOOSE THE CORRECT ANSWER, NO FURTHER EXPLANATION IS NEEDED Which of the following statement is false? A)High cultural content artifacts are mature and historicized. B)High

CHOOSE THE CORRECT ANSWER, NO FURTHER EXPLANATION IS NEEDED

Which of the following statement is false?

A)High cultural content artifacts are mature and historicized.
B)High cultural content artifacts are everyday-use tools.
C)High cultural content artifacts are related with luxury and high fashion.
D)High cultural content artifacts are utilized as semantic prostheses.

2. What is the role of design among the values and codes belonging both to brands and their communities?

A)Translator.
B)Mediator.
C)Curator.
D)Legislative.

3.According to what the Brand Identity model introduces, which is the most profound level of brand identity, made up of founding and distinctive values, that rarely and radically evolve?

A)Axiological level.
B)Narrative level.
C)Thematic level.

4.According to the Brand Identity model, what level do seasonal fashion collections belong to?

A)Axiological level.
B)Narrative level.
C)Thematic level.

5.Which of the following elements are not recognized as distinctive features of brand aesthetic narratives?

A)Product architecture.
B)Price point.
C)Details.
D)Colors.
E)Motifs.

6. Choose which of the following statements regarding the Kapferer's Halo Effect is wrong:

A)The "Halo effect" is the result of the brand's positive relationship established with its consumers via product appreciation and its values which go beyond tangible aspects.
B)The "halo effect" is a brand's stable achievement, which can then be supported, by communication strategies.
C)The "Halo effect" is the result of a constant investment also in product value and evolution.

7. What factors does the consumers' engagement depend on?

(More than one correct answer)

A)Satisfaction.
B)Seasonal trends.
C)Attachment.
D)Luxury.

8. The "Customer Culture" approach consists in looking at who the customer is and in accomplishing his/her willingness:

A)True.
B)False.

9. Which of the following categories represent consumers' segments:

(More than one correct answer)

A)Innovators.
B)Fashion victims.
C)Passive.
D)Luxury.

10. Bridge and premium brands are characterized by a fast and efficient product development with a good network of suppliers and well-structured logistic, able to provide a widespread distribution of points of sale:

A)True.
B)False.

11. Which of the following pillars is not related with Participative Branding?

A)Customization.
B)Co-Creation.
C)Craftmanship.
D)Transparency.

12. Which of the following statements about Content Branding is false?

A)Branded Contents Strategies imply that brands become "content editors".
B)The consequence of Branded Content Strategies is the design of open and integrated platforms.
C)Branded Content Strategies do not depend on a growing search for authenticity by customers towards brands.
D)Users can directly contribute to contents generation.

13. Companies based on a product-service system are:

(More than one correct answer)

A)Companies that have implemented tangible products alongside the services provided.
B)Companies that thanks also to the emergence of new technologies, have made the service a specific characteristic of the company.
C)Companies that over time have combined the ability to produce tangible products with a good structure of related services.
D)Companies that have already been built according to a concept of integration of the product with the service.

14. Brands such as Bottega Veneta and Ferragamo could be defined as product-based companies:

A)True.
B)False.

15. Which of the following statements is wrong?

A)Contents are advertising messages aimed at promoting products.
B)Contents aims to attract a proactive and conscious viewer, who is pushed by the brand to develop an interpretative collaboration.
C)Contents have the potential to become viral.
D)In the context of social networks, virtual worlds or social gaming contents can be also called "branded entertainment".

16. Through Content Marketing, the audience engages with the brand at a much deeper level and eventually integrates positive behaviours as part of their customer identity:

A)True.
B)False.

17. A licensor is a company that owns the production, distribution capacity and know-how of some products outside the traditional market of a specific brand:

A)True.
B)False.

18. By product portfolio we can define the color and material variations of a specific product.

A)True.
B)False.

19. Corporate Social Responsibility units have provided strategies that pursue actions to reduce the negative impacts of fashion brands.

A)True.
B)False.

20. Which of the following statements about Territorial Valorization is false?

A)It goes along with the phoenomena of fashion activism.
B)It re-interprets manufacturing operations as a lever to positively impact territories where it is located.
C)It inspires the transformation of architectural infrastructures into work environment and services for employees.
D)It puts the attention to reduce environmental impacts valorizing renewable resources.

21. Fashion brands support real time fashion by providing:

A)Live streams for their catwalks, collection previews and beyond the scenes on several social media platforms.
B)Press releases for marketing purpose.
C)Gifts for fans that share contents.

22. Social media platforms, such as Facebook, are global players that offer a standardized global service that works in the same way in different countries and for different cultures.

A)True.
B)False.

23. Social media metrics refer to earned channels, with particular reference to the activities of social publishing and social listening.

A)True.
B)False.

24. The selection of the set of metrics for social media marketing should be:

A)The objectives, the social media strategy key aspects, the social activity, the connected KPI and the business impact.
B)The social media strategy, the tools and the output.
C)The KPI and service level agreements.
D)The role of contents in the value creation process.

25. Social media marketing process is composed by:

A)Campaign goals, positioning, digital contents, organisation.
B)Target audience, reach and frequency, metrics and organisation.
C)Campaign goals, target definition, digital audit, social presence definition, measurement and optimization, internal organisation.
D)Target audience, segmentation, positioning, service, metrics, internal organisation.

26. Target definition should take into account social media habits, content consumption and language, interests and habits.

A)True.
B)False.

27. Social media strategy is part of the broader digital strategy of the firm.

A)True.
B)False.

28. Personas are:

A)Real people.
B)Invented subjects for the purpose of digital project.
C)Archetypes of actual users.
D)The result of brainstorming sessions.

29. The emotional connection of storytelling requires:

A)The determination of the emotional connection, the selection of proper positioning, the creation of ad hoc services.
B)The definition of narrator, the determination the proper offer, the selection of the the proper media.
C)Determining the emotional connection; defining the narrator of the story; humanizing the brand through the story and defining the medium.
D)None of the above.

30. The key aspects of storytelling are: knowing the brand audience, developing a clear from fo the story, creating an emotional connection, creating a proper positioning, developing the communication mix, assessing results.

A)True.
B)False.

31. Artificial intelligence might have a strong impact on the consumption of contents and the nature of influencers on social media.

A)True.
B)False.

32. The main trends in the digitalization process of fashion brands are:

A)Artificial intelligence, microblogging, internet of things, see now buy now.
B)Artificial intelligence, gamification, mix of digital and physical in stores, impact on collection design.
C)Artificial intelligence, gamification, influencers and celebrities, video channels.
D)None of the above.

33. How could we define the concept of Corporate Identity?

A)The personality expressed by the brand, the philosophy and the corporate culture.
B)The whole series of touchpoints that build the connection between the company and the consumer.
C)The design of the stores and shop windows.
D)The set of visual elements that define the visual identity of a company.

34. The Kapferer Brand Identity Prism considers six main aspects to define or analyze a brand: physical aspects, personality, culture, relationship, reflection and visual identity.

A)True.
B)False.

35. An effective logo should be:

(more than one correct answer)

A)Colorful.
B)Simple.
C)Easy to remember.
D)Timeless.

36. Corporate Design is the first element through which the brand comes into contact with the market and the consumers through visual Communication's tools.

A)True.
B)False.

37. The space for a brand is a crucial element for the creation of total and correct brand perception, using:

(more than one correct answer)

A)Shapes.
B)Materials.
C)Textures.
D)Products.

38. The main levels of retail strategy are: flagship store, pop-up store, corners and shop-in-shops inside large department stores.

A)True.
B)False.

39. Which are the 3 levels of product defined by Kotler?

(more than one correct answer)

A)Actual product.
B)Core product.
C)Iconic product.
D)Augmented product.

40. By service we could, therefore, refer to anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or a need.

A)True.
B)False.

41. The primary purposes of an event are:

(more than one correct answer)

A)Increase brand recognition.
B)Opening of a store.
C)Celebration of an anniversary.
D)Increase sales.

42. An event refers to "a term indicating a frequently occurring activity inside the normal activities of a brand".

A)True.
B)False.

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