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