Sesh 1

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Which of the following is NOT mentioned as a factor contributing to the need for brands?

Geopolitical uncertainty

Legislation

Consumer preferences (correct)

Technological changes

What is the definition of a brand?

A marketing strategy

A logo

An intangible asset

A person's perception about a product (correct)

Who does the text mention as underestimating the power of a brand in the B2B environment?

Institutions

Consumers

Businesses (correct)

Individuals

Which of the following is NOT a value of Telefónica?

Innovation Signup and view all the answers

What is the purpose of Telefónica?

To make the world more human Signup and view all the answers

Which brand has Telefónica developed to communicate mobility?

O2 Signup and view all the answers

What are the corporate colors of Telefónica?

Blue and green Signup and view all the answers

Which industry receives the second highest number of complaints from end consumers in Spain?

Telecommunications Signup and view all the answers

What percentage of B2B buyers perceive a real difference in B2B supplier offerings?

14% Signup and view all the answers

What is the predicted cost of cyber crime and data breaches by 2021?

$6 trillion Signup and view all the answers

Why is it important for businesses to align their brand perception with their business reality?

To attract and retain the best talent Signup and view all the answers

How many brand impacts do people receive per day on average?

Up to 3,000 Signup and view all the answers

What is one of the main challenges identified by organizations in terms of talent?

Culture and commitment Signup and view all the answers

How many brand impacts does an ordinary citizen receive per day, according to the text?

3,500 Signup and view all the answers

What is the value of a brand ultimately based on, according to the text?

Utility Signup and view all the answers

According to McKinsey, what is the 3rd most important purchasing factor in the B2B environment?

Brand Signup and view all the answers

What are the 4 areas to analyze in a brand audit framework?

Trends & Context, Consumer & Users, Market & Competitors, Company Strategy Signup and view all the answers

What is the key benefit of a strong brand in the B2B environment?

Better hiring and retention of employees Signup and view all the answers

What is the shift that has occurred in the B2B sector?

From B2C and B2B to B2H Signup and view all the answers