Question

5) What are the five elements of narrative branding as described by Randall Ringer and Mi- chael Thibodeau? (open ended question)

6)Which of the following is the most constructive response a market leader can make when defending its market share?

A) maintain basic cost control

B) innovate continuously

C) provide desired benefits

D) meet challengers with a swift response

E) provide expected benefits

7) In his article, "Innovative Imitation," Theodore Levitt argues that ________.
A) imitation is wrong and should be punished
B) product imitation might be as profitable as product innovation
C) innovation is not possible without substantial imitation
D) innovation cannot begin unless dissatisfaction with imitation occurs
E) imitation should be against the law because of the intellectual property decision involved

8) The first step in the strategic brand management process is ________.
A) measuring consumer brand loyalty
B) identifying and establishing brand positioning
C) planning and implementing brand marketing
D) measuring and interpreting brand performance
E) growing and sustaining brand value

Answer 1

5) What are the five elements of narrative branding as described by Randall Ringer and Mi- chael Thibodeau? (open ended question)

Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect topeople's memories, associations, and stories. They identify five elements of narrative branding

(1) the brand story in terms of words and metaphors,

(2) the consumer journey in terms of how consumers engage with the brand over time and touch points where they come into contact with it,

(3) the visual language or expression for the brand,

(4) the manner in which the narrative is expressed experientially in terms of how the brand engages the senses, and

(5) the role/relationship the brand plays in the lives of consumers

6)Which of the following is the most constructive response a market leader can make when defending its market share?

B) innovate continuously

7) In his article, "Innovative Imitation," Theodore Levitt argues that ________.

B) product imitation might be as profitable as product innovation

8) The first step in the strategic brand management process is ________.

B) identifying and establishing brand positioning