Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.What are the expected outcomes of these decisions?
A) increasing sales and profits
B) enhancing brand awareness and attitudes
C) enhancing brand equity and affecting behavior
D) increasing purchase intentions and affecting behavior
E) enhancing brand equity and increasing brand awareness

Question

Julie and her department are responsible for making brand-level fundamental and implementation marcom decisions.What are the expected outcomes of these decisions? 
A) increasing sales and profits 
B) enhancing brand awareness and attitudes 
C) enhancing brand equity and affecting behavior 
D) increasing purchase intentions and affecting behavior 
E) enhancing brand equity and increasing brand awareness

Quizplus · Accepted Answer

The expected outcomes of brand-level fundamental and implementation marcom decisions are enhancing brand equity and affecting behavior. This includes increasing brand awareness, but also goes beyond that to influence consumer attitudes and behaviors towards the brand. Ultimately, the goal is to create a stronger, more valuable brand that drives business success through increased sales and profits. While increasing purchase intentions is a possible outcome, it is not the primary focus of these types of decisions. Additionally, enhancing brand awareness alone may not be sufficient to drive real business impact if it does not also affect consumer behavior.

Julie and Her Department Are Responsible for Making Brand-Level Fundamental