Brand Management Aligning Business Brand and Behavior Coursera Quiz Answer [Updated Answers‼️] 2021

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Brand Management Aligning Business Brand and Behaviour Answer

Week- 1

Module 1 Quiz

1.
Question 1
Which of these best describes the “brand image”? (select only one)

1 point

  • What people think and feel with respect to a brand
  • The name, logo, and other visual or non-visual aspects associated with a particular brand
  • Those valued associations that are unique to a brand and set it apart from the competition
  • The strategic design of a differentiated customer value proposition

2.
Question 2
Which of these factors foster a perfectly competitive market? (select all that apply)

1 point

  • Customers pretty much know everything
  • Low-cost competitors erode profits for others
  • Competitors offer products that are basically the same
  • Competitors collude to set prices

3.
Question 3
What are some of the potential benefits of having a strong brand purpose? (select all that apply)

1 point

  • It maximises shareholder value
  • It attracts and motivates talent
  • It differentiates the brand from competitors
  • It provides customer relevance

4.
Question 4
Which of these were mentioned as being drivers of value creation? (select all that apply)

1 point

  • Efficiency
  • Extendability
  • Endogeneity
  • Experience
  • Expectation
  • Effectiveness

5.
Question 5
The complementary approach discussed in this MOOC urges brands to focus more on which of the following? (select all that apply)

1 point

  • Experiences
  • Social media
  • Employees
  • Consumers
  • Competitors
  • Customers

6.
Question 6
Why does the complementary approach discussed in this MOOC extend beyond marketing and into functional areas such as human resources, operations and finance? (select all that apply)

1 point

  • These functional areas are internal customers who also experience the brand
  • Brand investments come at the expense of investments in other functional areas
  • People across the organisation need to deliver on the brand promise
  • The customer journey cuts across business processes

7.
Question 7
Which one of these concepts most closely corresponds to ‘brand differentiation’ (select only one)

1 point

  • Customer value proposition
  • Brand purpose
  • Brand image
  • Competitive advantage
Peer-graded Assignment: Module One: To Do

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Week- 2

Module 2 Quiz

1.
Question 1
What best predicts customer satisfaction, say with a shopping trip or an airline journey? (select only one)

1 point

  • The weighted average (by touchpoint importance) of the experience at each touchpoint
  • The overall evaluation across all touchpoints (i.e., holistic assessment)
  • The average evaluation of the experience at each touchpoint
  • The evaluation of the most positive experience (i.e., the peak)

2.
Question 2
True or False? So-called big data from online shopping and store cards (e.g., Tesco Club Card) promotes an experience focus within organisations.

1 point

  • True
  • False

3.
Question 3
True or False? The net value of perceived points-of-difference between two brands is a good representation of brand differentiation in the minds of customers.

1 point

  • False
  • True

4.
Question 4
Which best describes the external focus of an organisation with an experience offering? (select only one)

1 point

  • Public
  • Consumers
  • Customers
  • Markets

5.
Question 5
Which were examples in the videos used where the pricing provided a brand signature? (select all that apply)

1 point

  • Samsung
  • Pret-a-Manger
  • Ironman
  • John Lewis
  • The London Olympics
  • Pampers

6.
Question 6
Which best applies to the delivery of an experience offering? (select only one)

1 point

  • Produced
  • Orchestrated
  • Assembled
  • Serviced
  • Sourced
Peer-graded Assignment: Module Two: To Do

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Week- 3

Module 3 Quiz

1.
Question 1
Which of these forces increase the need to align business, brand and behaviour? (select only one)

1 point

  • The customer-consumer journey is for a consumer product or service rather than a business-to-business one
  • The customer-consumer journey cuts across business silos
  • The customer-consumer journey involves several decision makers
  • The customer-consumer journey is for a high-involvement product or service e.g. like buying a car or taking out a mortgage

2.
Question 2
Which of the following brands were used in the video as examples of strong alignment between business, brand and behaviour? (select all that apply)

1 point

  • Apple
  • Club MedUnilever
  • Goldman Sachs
  • Disney
  • Reckitt Benckiser
  • Nokia Siemens

3.
Question 3
Which of the following brands were used in the video as examples of mis-alignment between business, brand and behaviour? (select all that apply)

1 point

  • Unilever
  • Reckitt Benckiser
  • Nokia Siemens
  • Starbucks
  • Club Med
  • Pampers
  • Goldman Sachs

4.
Question 4
True or False? When two companies merge, their shared values provide the best basis for building a winning culture.

1 point

  • False
  • True

5.
Question 5
True or False? The brand promise to customers has to be the same as that to the employees.

1 point

  • False
  • True

6.
Question 6
Which of these factors is NOT a cause for brands to coordinate their strategy globally? (select only one)

1 point

  • The ‘not-invented-here’ syndrome
  • Economies of scale
  • Converging consumer needs
  • Hyper-connected customers

7.
Question 7
True or False? Unilever found that a command and control structure helped execute a global strategy for the Dove brand.

1 point

  • False
  • True
Peer-graded Assignment: Module Three: To Do

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Week- 4

Module 4 Quiz

1.
Question 1
Which of the following are true? (select all that are true)

1 point

  • The 6As process of internal brand engagement is more similar to the sales funnel than the customer-consumer journey
  • Employees who are brand antagonists tend to have high levels of organisational engagement
  • Companies who are leaders at organisational change set more concrete goals for behaviours than change laggards
  • Companies who are leaders at organisational change have more top-down managerial pressure than change laggards
  • Companies who are leaders at organisational change set more precise goals for results than change laggards
  • Companies who are leaders at organisational change have more defined roles and responsibilities than change laggards
  • Keystone habits are those that have the highest barriers to adoption

2.
Question 2
Which concept refers to the alignment between brand and behaviour? (select only one)

1 point

  • Brand differentiation
  • Brand authenticity
  • Brand equity
  • Brand hypocrisy
  • Brand integrity

3.
Question 3
Which concept refers to the alignment between business and brand? (select only one)

1 point

  • Brand hypocrisy
  • Brand authenticity
  • Brand equity
  • Brand integrity
  • Brand differentiation

4.
Question 4
Which famous economist wrote that experience provided no value? (select only one)

1 point

  • Karl Marx
  • Joseph Schumpeter
  • Adam Smith
  • Kenneth Arrow

5.
Question 5
The 6As process is best described by which concept? (select only one)

1 point

  • Employer branding
  • Brand loyalty
  • Employee branding
  • Employee engagement
Peer-graded Assignment: Module Four: To Do

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Week- 5

Module 5 Quiz

1.
Question 1
Which of these dimensions are traditionally used to assess “brand health”? (select all that apply)

1 point

  • Brand loyalty levels
  • How employees feel about the brand
  • Brand advertising share of voice
  • The level of brand awareness
  • The perceived performance of the brand
  • Brand investment levels
  • Customer purchasing of the brand
  • The profitability of the brand

2.
Question 2
Which of these dimensions reflects “internal brand health”? (select all that apply)

1 point

  • Brand polarization
  • Brand advocacy
  • Brand architecture
  • Brand positioning
  • Brand acceptance
  • Brand understanding

3.
Question 3
How do strong brands provide financial value to the firm? (select all that apply)

1 point

  • Lower pay
  • Higher sales volumes
  • Lower public relations costs
  • Price premiums
  • Lower administration costs

4.
Question 4
Which type of employee tends to accept to work for lower pay at a strong brand? (select all that apply)

1 point

  • The CEO, as compared to other executives
  • Men, as compared to women
  • People with higher level of education, compared to those with a lower level
  • Younger employees, as compared to older employees

5.
Question 5
True or false? Brand valuation of the trademark on the balance sheet is always lower than the valuation of the branded business as a whole.

1 point

  • True
  • False

6.
Question 6
True or false? Brand valuation of the trademark on the balance sheet is always lower than the value the brand provides to the business.

1 point

  • True
  • False
Peer-graded Assignment: Final Reflection

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Conclusion

Hopefully, this article will be useful for you to find all the Week, final assessment and Peer Graded Assessment Answers of Brand Management Aligning Business Brand and Behavior of Coursera and grab some premium knowledge with less effort. If this article really helped you in any way then make sure to share it with your friends on social media and let them also know about this amazing training. You can also check out our other course Answers. So, be with us guys we will share a lot more free courses and their exam/quiz solutions also and follow our Techno-RJ Blog for more updates.

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