Podcast
Questions and Answers
Globalization has made geography more relevant for businesses.
Globalization has made geography more relevant for businesses.
False
Cultural insight is not important when building a brand.
Cultural insight is not important when building a brand.
False
A big idea serves as an organizational totem pole for brands.
A big idea serves as an organizational totem pole for brands.
True
The statement 'Less is more' goes against effective branding strategies.
The statement 'Less is more' goes against effective branding strategies.
Signup and view all the answers
Consumer experience has no impact on brand strength.
Consumer experience has no impact on brand strength.
Signup and view all the answers
Global competition is not intense, and consumers have limited choices.
Global competition is not intense, and consumers have limited choices.
Signup and view all the answers
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.
Signup and view all the answers
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.
Signup and view all the answers
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.
Signup and view all the answers
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.
Signup and view all the answers
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.
Signup and view all the answers
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.
Signup and view all the answers
