Brand Management Chapter 7

What is the main focus of Chapter 7 in the text?

• Building Brand Equity

• Managing Brand Engagement

• Branding in the Digital Era

• Measuring Brand Awareness

What percentage of consumers turn to a search engine like Google when buying a product?

• 98%

• 95%

• 96%

• 97%

Which social media platform is mentioned as an important tool for digital marketing?

• Instagram

• Pinterest

• Facebook

• Twitter

What is the value of ecommerce sales projected to reach in 2018?

• $450 billion

• $400 billion

• $350 billion

• $300 billion

What is the main difference between content marketing and traditional marketing?

• Consumers want to consume content marketing posts

• Traditional marketing is more personalized

• Consumers prefer traditional marketing

• Content marketing is more expensive

What is the key role of influencer marketing?

• Utilizing key influencers

• Creating brand awareness

• Establishing public voice

• Driving profitable customer action

What is the main implication for branding and brand management in the digital era?

What is the primary focus of digital personalization?

• Targeting individual consumers

• Increasing advertising metrics

• Reducing data availability

• Enhancing brand engagement

What is the main factor contributing to the growth of online retailing?

What is the main challenge posed by the digital age in brand management?

• Limited user experiences

• Reduction in data availability

• Loss of control over brand message

• Decrease in consumer touchpoints