Podcast
Questions and Answers
Globalization has made geography more relevant for businesses.
Globalization has made geography more relevant for businesses.
False (B)
Cultural insight is not important when building a brand.
Cultural insight is not important when building a brand.
False (B)
A big idea serves as an organizational totem pole for brands.
A big idea serves as an organizational totem pole for brands.
True (A)
The statement 'Less is more' goes against effective branding strategies.
The statement 'Less is more' goes against effective branding strategies.
Consumer experience has no impact on brand strength.
Consumer experience has no impact on brand strength.
Global competition is not intense, and consumers have limited choices.
Global competition is not intense, and consumers have limited choices.
Brand builders should only focus on point-of-sale experiences to beat their competitors.
Brand builders should only focus on point-of-sale experiences to beat their competitors.
Brand architecture refers to the different types of building structures a company owns.
Brand architecture refers to the different types of building structures a company owns.
There is universal agreement on the terms used to describe different brand architecture scenarios.
There is universal agreement on the terms used to describe different brand architecture scenarios.
A well-chosen name for a brand is irrelevant and does not impact brand performance.
A well-chosen name for a brand is irrelevant and does not impact brand performance.
Brand builders do not need to tell the story behind their brand's name for it to be effective.
Brand builders do not need to tell the story behind their brand's name for it to be effective.
Brand builders should not consider consistency, visual order, and intention in brand architecture.
Brand builders should not consider consistency, visual order, and intention in brand architecture.
