10. All brand elements do not need to be legally protected with a trademark.

A. True B. False

11. Strong brand equity enables brands to:

A. Charge more for your products and services

B. Lower their margins

C. Attract more competition

D. Be more consistent across marketing elements

12. A brands purpose is

1. Another term for brand positioning

2. A corporate statement versus a set of actions

3. A summary of brands environmental actions

4. Why brands do what they do

28.

Content marketing______

1. Is initiated by the consumer

2. Does not explicitly promote the brand but is intended to stimulate interest

3. Does not require a marketing budget

4. Is activates in the form of events and sponsorships

8. Social media can be a form of

1. Owned media

2. Paid media

3. Earned media

4. All of the above