Strategic Brand Management Midterm (A+ Graded)

white glove approach correct answers keep the brand clean sin of complacency correct answers - temptation to reduce marketing investment in an effort to improve short-term results - bias against innovation - "don't rock the boat" - status quo is comfortable sin of overreaction correct answers - unanticipated/non-forecasted results often lead to executive impatience - bias towards changing strategies - strong brands always strive to.......... correct answers MAKE A CONNECTION WITH PEOPLE AND COMMUNICATE A DISTINCT ADVANTAGE what is a brand? correct answers TRUST trust correct answers - most perishable of business assets - drives profit margin and share price fisher's 11th commandment correct answers "honor thy brand" Interbrand Model -- Ten Principles of Brand Strength correct answers commitment, protection, clarity, responsiveness, authenticity, relevance, understanding, consistency, presence, differentiation Brand Strength gains correct answers - innovation - understand emotional connection/target audience - invest inmarketing - strong value proposition Brand strength losses correct answers - not in tune with customer attitude - unclear brand identity - lack of investment - lack of focus/strays from the core why is brand building hard? correct answers - short term pressure - price pressure - abundance of competition - fragmented markets - complex brand strategies Trial-Repeat Model correct answers - behavioral