IMC

Which of the following is a well-written brand value for innovation for a company in the sports business?

A. "For us, Innovation means generating new ideas and incorporating new technologies that will make us more competitive"

B. "For us, Innovation is challenging conventional wisdom, finding new ways to surmount existing challenges"

C. "For us, Innovation means enhancing the performance of our customers through the use of technology."

D. "For us, Innovation means employees always strive to produce excellent work that pushes the company upward"

C. "For us, Innovation means enhancing the performance of our customers through the use of technology."

Which of the below is NOT a key success factor when launching a new product?

A. Listen to the consumer along the way during the product development cycle and after launch

B. Get everyone onboard - including those areas/functions not directly involved in the development process

C. Giving R&D the liberty to come up with whichever product they think will be the next big hit

D. Set go-no-go milestones with specific decision-making criteria and stick to them

C. Giving R&D the liberty to come up with whichever product they think will be the next big hit

What are the key inputs for developing your brand?

A. Essence, values, extended identity

B. Top management's ideas, our agency's creativity, our sales force's and our customer service inputs

C. Business strategy, brand image, market trends, customer analysis, competitive analysis

D. Market development, market penetration, diversification and product development

C. Business strategy, brand image, market trends, customer analysis, competitive analysis

Which one of the options below is the right input to develop your brand architecture?

A. An understanding of how the sales team thinks that they will be more effective in commercializing the products

B. An understanding of how the customers view & define the category

C. An understanding of how employees see the ideal links between the products and brands

D. None of these options

B. An understanding of how the customers view & define the category

Which of the below are indicators that you might have a brand architecture issue or opportunity?

A. Brands are cluttered and confusing to both customers and employees.

None of the above

B. There is no clear plan for integrating recently acquired brands into the existing architecture

C. There is no internal system for managing how new brands, or sub-brands are developed

D. All of the above

D. All of the above