Which of the following statements about the branding guidelines for a small business is true?

Which of the following statements about the branding guidelines for a small business is true? 

A) A small business must creatively conduct low-cost marketing research.
B) A small business must avoid leveraging secondary brand associations.
C) A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image.
D) A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.
E) A small business must focus on building more than two strong brands based on a number of associations.


Answer: A

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

A) narrative arc
B) context
C) language
D) setting
E) cast


Answer: C

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

A) language
B) pitch
C) cast
D) setting
E) narrative arc


Answer: E

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

A) cast
B) pitch
C) narrative arc
D) setting
E) language


Answer: D