24 Questions
Which of the following is NOT a reason why brands are important?
Brands are exclusive to companies
What is the perception of a brand?
An experience
What do companies that serve the business market often underestimate, according to Kotler?
The power of the name and image
Which of the following is NOT a function of brands for consumers?
Delivering expectations
Why is a brand audit needed?
To make significant brand strategy moves
What is the impact of brands on the demand curve?
Shift the demand curve
What is the value of a brand ultimately based on?
Its utility
Which industry is the second most complained about by end consumers in Spain?
Telecommunications
What percentage of B2B buyers perceive NO personal value in B2B supplier offerings?
14%
What is the most important trend that touches almost every sector and industry, especially those that are complex and difficult to grasp?
Simplicity
Which of the following best describes corporate branding?
Using the brand name of the company in advertising efforts
What is the purpose of a corporate vision?
To guide employees
Which characteristic should a corporate vision have?
Attractive and motivating
What is the core target audience for a corporate mission?
Internal audiences
Which values does Telefónica prioritize in its positioning?
Openness, Boldness, Trust
What is the main purpose of Telefónica's global brand?
To connect people's lives and make the world more human
What is the focus of Telefónica's communications?
Defending its reputation and showcasing business awards
According to Simon Sinek's TED Talk, what is the key factor that influences people's purchasing decisions?
The emotional connection with the brand's purpose
What are the four requirements that a brand's promise must fulfill?
Relevant, differential, credible, and durable
Which element of brand strategy defines the brand's reason for existing?
Brand purpose
According to McKinsey, what is the 3rd most important purchasing factor in the B2B environment?
Brand
What are the four areas to analyze in a brand audit framework?
Trends & Context, Consumer & Users, Market & Competitors, Company Strategy
What are the sources of B2B trends analyzed in the market players workshop?
Gartner, Kantar, Forrester, Harvard Business Publishing
What is the key purpose of a brand audit analysis?
To find opportunities for growth
Discover the Future of Industries Quiz: Explore how the economy, demographics, and technology are shaping the industries of tomorrow. Uncover compelling visions, redefine categories, and deliver sustainable business value. Learn how future brands are driven by purpose and deliver exceptional experiences. Take the quiz now and envision the future!
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