Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Brand Management: Aligning

Business, Brand and Behaviour Quiz
Answers
Get Brand Management: Aligning Business, Brand and
Behaviour Quiz Answers

Professor Nader Tavassoli of London Business School contrasts traditional

approaches to branding – where brands are a visual identity and a
promise to customers – to brands as a customer experience delivered by
the entire organization. The course offers a brand workout for your own
brands, as well as guest videos from leading branding professionals.

The aim of the course is to change the conception of brands as being an

organisation’s visual identity (e.g., logo) and image (customers’ brand
associations) to an experience along “moments-that-matter” along the
customer journey and, therefore, delivered by people across the entire
organization. Brands are thus not only an external promise to customers
but a means of executing business strategy via internal brand-led
behaviour and culture change.

Enrol on Coursera

Brand Management: Aligning Business, Brand and

Behaviour Coursera Quiz Answers

Week 1: Brand Management: Aligning Business, Brand and Behaviour

Q1. Which of these best describes the “brand image”? (select only one)

The strategic design of a differentiated customer value proposition

Those valued associations that are unique to a brand and set it apart

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 1 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

from the competition

The name, logo, and other visual or non-visual aspects associated
with a particular brand
What people think and feel with respect to a brand

Q2. Which of these factors foster a perfectly competitive market? (select

all that apply)

Q3. What are some of the potential benefits of having a strong brand
purpose? (select all that apply)

It provides customer relevance

It maximises shareholder value
It attracts and motivates talent
It differentiates the brand from competitors

Q4. Which of these were mentioned as being drivers of value creation?

(select all that apply)

Expectation
Experience
Extendability
Effectiveness
Efficiency
Endogeneity

Q5. The complementary approach discussed in this MOOC urges brands

to focus more on which of the following? (select all that apply)

Employees
Competitors
Experiences
Social media
Consumers

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 2 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Customers

Q6. 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)

These functional areas are internal customers who also experience

the brand
Brand investments come at the expense of investments in other
functional areas
The customer journey cuts across business processes
People across the organisation need to deliver on the brand
promise

Q7. Which one of these concepts most closely corresponds to ‘brand

differentiation’ (select only one)

Brand image
Competitive advantage
Customer value proposition
Brand purpose

Week 2: Brand Management: Aligning Business, Brand and Behaviour

Q1. What best predicts customer satisfaction, say with a shopping trip or
an airline journey? (select only one)

The weighted average (by touchpoint importance) of the experience

at each touchpoint
The average evaluation of the experience at each touchpoint
The overall evaluation across all touchpoints (i.e., holistic
assessment)
The evaluation of the most positive experience (i.e., the peak)

Q2. True or False? So-called big data from online shopping and store

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 3 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

cards (e.g., Tesco Club Card) promotes an experience focus within

organisations.

False
True

Q3. 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.

True
False

Q4. Which best describes the external focus of an organisation with an

experience offering? (select only one)

Public
Markets
Consumers
Customers

Q5. Which were examples in the videos used where the pricing provided a
brand signature? (select all that apply)

Pret-a-Manger
John Lewis
Samsung
Pampers
The London Olympics
Ironman

Q6. Which best applies to the delivery of an experience offering? (select

only one)

Assembled

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 4 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Produced
Orchestrated
Sourced
Serviced

Week 3: Brand Management: Aligning Business, Brand and Behaviour

Q1. Which of these forces increase the need to align business, brand and
behaviour? (select only one)

The customer-consumer journey cuts across business silos

The customer-consumer journey is for a consumer product or service
rather than a business-to-business one
The customer-consumer journey is for a high-involvement product or
service e.g. like buying a car or taking out a mortgage
The customer-consumer journey involves several decision makers

Q2. Which of the following brands were used in the video as examples of
strong alignment between business, brand and behaviour? (select all that
apply)

Disney
Unilever
Club Med
Apple
Reckitt Benckiser
Nokia Siemens
Goldman Sachs

Q3. Which of the following brands were used in the video as examples of
mis-alignment between business, brand and behaviour? (select all that
apply)

Club Med

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 5 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Unilever
Pampers
Goldman Sachs
Nokia Siemens
Starbucks
Reckitt Benckiser

Q4. True or False? When two companies merge, their shared values
provide the best basis for building a winning culture.

False
True

Q5. True or False? The brand promise to customers has to be the same as
that to the employees.

False
True

Q6. Which of these factors is NOT a cause for brands to coordinate their
strategy globally? (select only one)

Converging consumer needs

Economies of scale
Hyper-connected customers
The ‘not-invented-here’ syndrome

Q7. True or False? Unilever found that a command and control structure
helped execute a global strategy for the Dove brand.

False
True

Week 4: Brand Management: Aligning Business, Brand and Behaviour

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 6 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Q1. Which of the following are true? (select all that are true)

Companies who are leaders at organisational change have more top-

down managerial pressure than change laggards
Keystone habits are those that have the highest barriers to adoption
Employees who are brand antagonists tend to have high levels of
organisational engagement
Companies who are leaders at organisational change have more
defined roles and responsibilities than change laggards
The 6As process of internal brand engagement is more similar to
the sales funnel than the customer-consumer journey
Companies who are leaders at organisational change set more
precise goals for results than change laggards
Companies who are leaders at organisational change set more
concrete goals for behaviours than change laggards

Q2. Which concept refers to the alignment between brand and behaviour?
(select only one)

Brand differentiation
Brand integrity
Brand authenticity
Brand hypocrisy
Brand equity

Q3. Which concept refers to the alignment between business and brand?
(select only one)

Brand integrity
Brand differentiation
Brand hypocrisy
Brand authenticity
Brand equity

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 7 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Q4. Which famous economist wrote that experience provided no value?

(select only one)

Joseph Schumpeter
Adam Smith
Karl Marx
Kenneth Arrow

Q5. The 6As process is best described by which concept? (select only
one)

Employee branding
Brand loyalty
Employer branding
Employee engagement

Week 5: Brand Management: Aligning Business, Brand and Behaviour

Q1. Which of these dimensions are traditionally used to assess “brand

health”? (select all that apply)

How employees feel about the brand

Brand advertising share of voice
Brand loyalty levels
Customer purchasing of the brand
Brand investment levels
The profitability of the brand
The perceived performance of the brand
The level of brand awareness

Q2. Which of these dimensions reflects “internal brand health”? (select all
that apply)

Brand acceptance
Brand architecture

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 8 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Brand polarization
Brand understanding
Brand positioning
Brand advocacy

Q3. How do strong brands provide financial value to the firm? (select all
that apply)

Lower public relations costs

Lower administration costs
Lower pay
Higher sales volumes
Price premiums

Q4. Which type of employee tends to accept to work for lower pay at a
strong brand? (select all that apply)

Younger employees, as compared to older employees

Men, as compared to women
The CEO, as compared to other executives
People with higher level of education, compared to those with a lower
level

Q5. 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.

True
False

Q6. True or false? Brand valuation of the trademark on the balance sheet
is always lower than the value the brand provides to the business.

True
False

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 9 of 10
Brand Management: Aligning Business, Brand and Behaviour Quiz Answers 20/10/22, 5:53 PM

Brand Management: Aligning Business, Brand and Behaviour Course

Review:

In our experience, we suggest you enroll in Brand Management: Aligning

Business, Brand and Behaviour courses and gain some new skills from
Professionals completely free and we assure you will be worth it.

Brand Management: Aligning Business, Brand and Behaviour course is

available on Coursera for free, if you are stuck anywhere between a quiz
or a graded assessment quiz, just visit Networking Funda to get Brand
Management: Aligning Business, Brand and Behaviour Quiz Answers.

Conclusion:

I hope this Brand Management: Aligning Business, Brand and Behaviour

Quiz Answers would be useful for you to learn something new from this
Course. If it helped you then don’t forget to bookmark our site for more
Quiz Answers.

This course is intended for audiences of all experiences who are

interested in learning about new skills in a business context; there are no
prerequisite courses.

Keep Learning!

https://networkingfunda.com/brand-management-aligning-business-brand-and-behaviour-quiz-answers/ Page 10 of 10