Brand Management Aligning Business Brand and Behaviour Answer
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Brand Management Aligning Business Brand and Behaviour Answer
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Week- 1
Module 1 Quiz
1.
Question 1
Which of these best describes the “brand image”? (select only one)
1 point
- What people think and feel with respect to a brand
- The name, logo, and other visual or non-visual aspects associated with a particular brand
- Those valued associations that are unique to a brand and set it apart from the competition
- The strategic design of a differentiated customer value proposition
2.
Question 2
Which of these factors foster a perfectly competitive market? (select all that apply)
1 point
- Customers pretty much know everything
- Low-cost competitors erode profits for others
- Competitors offer products that are basically the same
- Competitors collude to set prices
3.
Question 3
What are some of the potential benefits of having a strong brand purpose? (select all that apply)
1 point
- It maximises shareholder value
- It attracts and motivates talent
- It differentiates the brand from competitors
- It provides customer relevance
4.
Question 4
Which of these were mentioned as being drivers of value creation? (select all that apply)
1 point
- Efficiency
- Extendability
- Endogeneity
- Experience
- Expectation
- Effectiveness
5.
Question 5
The complementary approach discussed in this MOOC urges brands to focus more on which of the following? (select all that apply)
1 point
- Experiences
- Social media
- Employees
- Consumers
- Competitors
- Customers
6.
Question 6
Why does the complementary approach discussed in this MOOC extend beyond marketing and into functional areas such as human resources, operations and finance? (select all that apply)
1 point
- These functional areas are internal customers who also experience the brand
- Brand investments come at the expense of investments in other functional areas
- People across the organisation need to deliver on the brand promise
- The customer journey cuts across business processes
7.
Question 7
Which one of these concepts most closely corresponds to ‘brand differentiation’ (select only one)
1 point
- Customer value proposition
- Brand purpose
- Brand image
- Competitive advantage
Peer-graded Assignment: Module One: To Do
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Week- 2
Module 2 Quiz
1.
Question 1
What best predicts customer satisfaction, say with a shopping trip or an airline journey? (select only one)
1 point
The weighted average (by touchpoint importance) of the experience at each touchpoint
The overall evaluation across all touchpoints (i.e., holistic assessment)
The average evaluation of the experience at each touchpoint
The evaluation of the most positive experience (i.e., the peak)
2.
Question 2
True or False? So-called big data from online shopping and store cards (e.g., Tesco Club Card) promotes an experience focus within organisations.
1 point
True
False
3.
Question 3
True or False? The net value of perceived points-of-difference between two brands is a good representation of brand differentiation in the minds of customers.
1 point
False
True
4.
Question 4
Which best describes the external focus of an organisation with an experience offering? (select only one)
1 point
Public
Consumers
Customers
Markets
5.
Question 5
Which were examples in the videos used where the pricing provided a brand signature? (select all that apply)
1 point
Samsung
Pret-a-Manger
Ironman
John Lewis
The London Olympics
Pampers
6.
Question 6
Which best applies to the delivery of an experience offering? (select only one)
1 point
Produced
Orchestrated
Assembled
Serviced
Sourced
Peer-graded Assignment: Module Two: To Do
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Week- 3
Module 3 Quiz
1.
Question 1
Which of these forces increase the need to align business, brand and behaviour? (select only one)
1 point
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
2.
Question 2
Which of the following brands were used in the video as examples of strong alignment between business, brand and behaviour? (select all that apply)
1 point
Apple
Club Med
Unilever
Goldman Sachs
Disney
Reckitt Benckiser
Nokia Siemens
3.
Question 3
Which of the following brands were used in the video as examples of mis-alignment between business, brand and behaviour? (select all that apply)
1 point
Unilever
Reckitt Benckiser
Nokia Siemens
Starbucks
Club Med
Pampers
Goldman Sachs
4.
Question 4
True or False? When two companies merge, their shared values provide the best basis for building a winning culture.
1 point
False
True
5.
Question 5
True or False? The brand promise to customers has to be the same as that to the employees.
1 point
False
True
6.
Question 6
Which of these factors is NOT a cause for brands to coordinate their strategy globally? (select only one)
1 point
The ‘not-invented-here’ syndrome
Economies of scale
Converging consumer needs
Hyper-connected customers
7.
Question 7
True or False? Unilever found that a command and control structure helped execute a global strategy for the Dove brand.
1 point
False
True
Peer-graded Assignment: Module Three: To Do
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Week- 4
Module 4 Quiz
1.
Question 1
Which of the following are true? (select all that are true)
1 point
The 6As process of internal brand engagement is more similar to the sales funnel than the customer-consumer journey
Employees who are brand antagonists tend to have high levels of organisational engagement
Companies who are leaders at organisational change set more concrete goals for behaviours than change laggards
Companies who are leaders at organisational change have more top-down managerial pressure than change laggards
Companies who are leaders at organisational change set more precise goals for results than change laggards
Companies who are leaders at organisational change have more defined roles and responsibilities than change laggards
Keystone habits are those that have the highest barriers to adoption
2.
Question 2
Which concept refers to the alignment between brand and behaviour? (select only one)
1 point
Brand differentiation
Brand authenticity
Brand equity
Brand hypocrisy
Brand integrity
3.
Question 3
Which concept refers to the alignment between business and brand? (select only one)
1 point
Brand hypocrisy
Brand authenticity
Brand equity
Brand integrity
Brand differentiation
4.
Question 4
Which famous economist wrote that experience provided no value? (select only one)
1 point
Karl Marx
Joseph Schumpeter
Adam Smith
Kenneth Arrow
5.
Question 5
The 6As process is best described by which concept? (select only one)
1 point
Employer branding
Brand loyalty
Employee branding
Employee engagement
Peer-graded Assignment: Module Four: To Do
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Week- 5
Module 5 Quiz
1.
Question 1
Which of these dimensions are traditionally used to assess “brand health”? (select all that apply)
1 point
Brand loyalty levels
How employees feel about the brand
Brand advertising share of voice
The level of brand awareness
The perceived performance of the brand
Brand investment levels
Customer purchasing of the brand
The profitability of the brand
2.
Question 2
Which of these dimensions reflects “internal brand health”? (select all that apply)
1 point
Brand polarization
Brand advocacy
Brand architecture
Brand positioning
Brand acceptance
Brand understanding
3.
Question 3
How do strong brands provide financial value to the firm? (select all that apply)
1 point
Lower pay
Higher sales volumes
Lower public relations costs
Price premiums
Lower administration costs
4.
Question 4
Which type of employee tends to accept to work for lower pay at a strong brand? (select all that apply)
1 point
The CEO, as compared to other executives
Men, as compared to women
People with higher level of education, compared to those with a lower level
Younger employees, as compared to older employees
5.
Question 5
True or false? Brand valuation of the trademark on the balance sheet is always lower than the valuation of the branded business as a whole.
1 point
True
False
6.
Question 6
True or false? Brand valuation of the trademark on the balance sheet is always lower than the value the brand provides to the business.
1 point
True
False
Peer-graded Assignment: Final Reflection
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