Deck 10: Toward a Strong Brand Relationship

Question 1

A brand touchpoint occurs any time a person in the marketplace interacts with the brand.

Answer 1

True

Question 2

A sweet spot should be a part of, if not central to a customer's self-identity and lifestyle or reflect a higher-order purpose in their lives.

Answer 2

True

Question 3

___________ is a situation in which the strategic and tactical management of the brand is excessively focused on product attributes and functional benefits.

Answer 3

Product-attribute fixation trap

Question 4

The sweet-spot program should have an immediate impact by stimulating customer involvement and purchases, thus affecting the short-term financials.