Module 3 Quiz
Which of these forces increase the need to align business, brand and behaviour? (select only one)
The customer-consumer journey is for a consumer product or service rather than a business-to-business one
The customer-consumer journey cuts across business silos
The customer-consumer journey involves several decision makers
The customer-consumer journey is for a high-involvement product or service e.g. like buying a car or taking out a mortgage
Which of the following brands were used in the video as examples of strong alignment between business, brand and behaviour? (select all that apply)
Which of the following brands were used in the video as examples of mis-alignment between business, brand and behaviour? (select all that apply)
True or False? When two companies merge, their shared values provide the best basis for building a winning culture.
True or False? The brand promise to customers has to be the same as that to the employees.
Which of these factors is NOT a cause for brands to coordinate their strategy globally? (select only one)
The ‘not-invented-here’ syndrome
Economies of scale
Converging consumer needs
True or False? Unilever found that a command and control structure helped execute a global strategy for the Dove brand.