Deck 6: Brand Consistency

Question 1

A realized brand strategy is a combination of what?

A) What you planned all along
B) Planned and emergent strategy
C) Planned, emergent and unrealized strategy
D) None of these

Answer 1

C

Question 2

Why do brand managers argue that brands are built from the inside out?

A) Because it gives them more power
B) Without internal consistency it is difficult to deliver on brand promises
C) Because brands are designed and controlled by marketers
D) All of these

Answer 2

B

Question 3

Consistency involves alignment between customers/stakeholders, employees and the organization. How does one align employees and the organization?

A) Internal marketing
B) Interactive marketing
C) External marketing
D) All of these

Answer 3

A

Question 4

Consistency involves alignment between customers/stakeholders, employees and the organization. How does one align employees and customers/stakeholders?

A) Internal marketing
B) Interactive marketing
C) External marketing
D) All of these

Question 5

Consistency involves alignment between customers/stakeholders, employees and the organization. How does one align customer/stakeholders and the organization?

A) Internal marketing
B) Interactive marketing
C) External marketing
D) All of these

Question 6

Consistency involves closing three gaps. When external stakeholders see the brand differently to how the firm defines it, what gap is this?

A) Culture-identity
B) Culture-image
C) Identity-image
D) None of these

Question 7

Consistency involves closing three gaps. When employees see the brand differently to how the firm defines it, what gap is this?

A) Culture-identity
B) Culture-image
C) Identity-image
D) None of these

Question 8

Consistency involves closing three gaps. When employees see the brand differently to external stakeholders, what gap is this?

A) Culture-identity
B) Culture-image
C) Identity-image
D) None of these

Question 9

Why do gaps between the brand's image and its identity emerge?

A) Firms fail to deliver on promises to customers
B) The brand's marketing is inconsistent with the brand's identity
C) The brand's users do not fit the identity
D) All of these

Question 10

Why do gaps between the brand's image and the firm's culture emerge?

A) The firm's marketing is not working correctly
B) Staff have little connection with users
C) The brand's users do not fit the identity
D) All of these

Question 11

Why do gaps between the brand's identity and firm culture emerge?

A) The brand's marketing is not working correctly
B) The brand's users do not fit the identity
C) Employees are not rewarded for on-brand behaviour
D) Firms fail to deliver on promises to customers

Question 12

What is involved in a brand audit?

A) Market research on customers
B) An assessment of all firm activities and practices
C) Internal events to sell the brand to employees
D) None of these

Question 13

A customer journey analysis involves examining which of the following?

A) How customers are recruited
B) How customer problems are dealt with
C) Touchpoints where the customer engages with the firm
D) All of these

Question 14

Stakeholders are important for ensuring consistency. Who would fit into a normative stakeholder group?

A) Customers
B) Suppliers
C) Media
D) Regulatory agencies

Question 15

Stakeholders are important for ensuring consistency. Who would fit into a functional stakeholder group?

A) Customers
B) Suppliers
C) Media
D) Regulatory agencies

Question 16

What tools can help align stakeholder image with the brand's identity?

A) Internal dialogue between managers of different functions
B) Engaging with external critics
C) Dialogue between managers and stakeholders
D) All of these

Question 17

Southwest Airlines founder Herb Kelleher stated that if you look after employees, everything else will follow. In relation to brand consistency, what does Kelleher's statement refer to?

A) Brand purpose
B) Internal branding
C) Brand positioning
D) Brand storytelling

Question 18

What activities of the firm should be considered when developing an internal branding strategy?

A) The brand's advertising
B) The brand's outreach activities
C) Logo design
D) Brand tracking

Question 19

Brand storytelling is believed to be useful in co-creating meaning. Do you agree?

A) No, facts are more important than stories.
B) No, stories get in the way of core messages.
C) Yes, stories make facts more powerful.
D) None of these.

Question 20

A signature story involves which of the following?

A) Images of a brand founder signing an advertisement
B) Claims of functional product benefits
C) A narrative that helps clarify the brand's long-term vision
D) A humorous social media campaign

Question 21

Authenticity is said to occur when the customer can place themselves in the brand's story. What aspect of storytelling enables this?

A) Humour
B) Clear functional benefits
C) Narrative transportation
D) None of these

Question 22

What makes for a good brand story?

A) A celebrity spokesperson
B) Modern music
C) A strong social stance
D) A sense of intrigue

Question 23

What is the main purpose of brand drive marketing communications?

A) To drive immediate sales
B) To strengthen brand assets
C) To make the brand seem cool
D) None of these

Question 24

You watch an advertisement that makes you feel good but has no clear hard sell message. What is this an example of?

A) Advertising creatives trying to win awards
B) An organization needing to spend unused marketing budget
C) Low attention emotional processing
D) Brand purpose

Question 25

Brand communication campaigns should do which of the following?

A) Trigger short-term sales
B) Build the brand over the long term
C) Build short-term sales and build the brand
D) Trigger social media likes

Question 26

What does integrated marketing communications refer to?

A) That marketing communications tools should work together
B) That marketing communication tools should all say the same thing
C) That one should use less marketing communication tools to be efficient
D) None of these

Question 27

What stage of the customer journey should advertising be used?

A) Consideration
B) Buy
C) Bonding
D) Advocate

Question 28

What stage of the customer journey should sales promotion be used?

A) Consideration
B) Buy
C) Bonding
D) Advocate

Question 29

What stage of the customer journey should direct marketing be used?

A) Consideration
B) Buy
C) Experience
D) Advocate

Question 30

What stage of the customer journey should sponsorship be used?

A) Advocate
B) Buy
C) Bonding
D) None of these

Question 31

The cultural meaning transfer model seeks to what for brands?

A) Make the brand cool
B) Add new associations to the brand
C) Reach new users
D) All of these

Question 32

A website for your favourite brand provides workshops on how to use the brand more effectively. What type of experiential strategy is this?

A) Educational
B) Aesthetic
C) Escapist
D) Entertainment

Question 33

Yamaha's Innovation Road that provides insights into the brand's history and its collection of products (which you cannot touch) represents what type experience?

A) Educational
B) Aesthetic
C) Escapist
D) Entertainment

Question 34

What campaign strategy helps enhance your brand's sincerity?

A) Downplaying, connecting and immersion
B) Connection, immersion and downplaying
C) Downplaying, connecting and alignment
D) Downplaying, connecting, alignment and immersion

Question 35

What campaign strategy helps enhance your brand's connections to culture?

A) Downplaying, connecting and immersion
B) Connection, immersion and downplaying
C) Downplaying, connecting and alignment
D) Downplaying, connecting, alignment and immersion

Question 36

What campaign strategy helps enhance your brand's realness?

A) Downplaying, connecting and immersion
B) Connection, immersion and downplaying
C) Downplaying, connecting and alignment
D) Downplaying, connecting, alignment and immersion

Question 37

What campaign strategy helps enhance your brand's timelessness?

A) Downplaying, connecting and immersion
B) Connection, immersion and downplaying
C) Downplaying, connecting and alignment
D) Downplaying, connecting, alignment and immersion

Question 38

What campaign strategy helps enhance your brand's coherence?

A) Downplaying, connecting and immersion
B) Connection, immersion and downplaying
C) Downplaying, connecting and alignment
D) Downplaying, connecting, alignment and immersion

Question 39

What cues/codes help achieve connections to culture?

A) Empathy
B) Status
C) Culture, time and place
D) None of these

Question 40

What cues/codes help achieve sincerity?

A) Empathy
B) Status
C) Membership
D) All of these

Question 41

What cues/codes help achieve realness?

A) Empathy
B) Status
C) Culture, time and place
D) All of these

Question 42

What cues/codes help achieve timelessness?

A) Crafting
B) Status
C) Culture, time and place
D) All of these