For a brand to succeed, marketers must "walk the walk" and ensure that employees and marketing partners do the same. Marketers often must use ________ to motivate those groups to support the brand.
A) external branding
B) retro-branding
C) internal branding
D) dual branding
E) global branding

Question

Quizplus · Accepted Answer

The most appropriate answer is internal branding, as it involves shaping employee behavior and aligning it with the brand's promise to customers. It includes training, communication, and creating a sense of purpose and pride among employees, all of which can be used to motivate employees and partners to support the brand. External branding (A), retro-branding (B), dual branding (D), and global branding (E) do not directly address the issue of motivating employees and partners to support the brand.

For a Brand to Succeed, Marketers Must "Walk the Walk