1. Apple has built and maintained an especially strong online brand presence in consumers eyes over many years. This means the Apple brand is high in

Multiple Choice

• digital engagement.
• digital durability.
• digital transparency.
• digital differentiation.

A brand with a net promoter score near zero is

Multiple Choice

• a generally positive sign for marketers.
• a red flag for marketers.
• a marker for the decline stage of the product life cycle.
• an indication that it is new to the market.

A net promoter score of 80 means that

Multiple Choice

• the brand has a high percentage of loyal customers.
• the rate of unfavorable brand impressions is very high.
• many consumers are neutral about the brand.
• the brand has a high percentage of dissatisfied customers.

Which online strategy is suggested to build brand reputation and trust?

Multiple Choice

• Keep messaging consistent across platforms.
• Hide key information used in consumer decision making.
• Remove all links to third-party sites.
• Ignore negative customer reviews on social media sites.

When Campbells Soup created its Well Yes! brand line, marketing efforts focused on showing its hand-crafted flavors featuring ingredients like kale, quinoa, barley, beans, sweet potatoes, and whole grain. The narrative was that you can Say Yes to both nutrition and convenience. This is an example of using ________

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to reach consumers.

Multiple Choice

• brand engagement
• brand story
• brand mentions
• brand management