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Listening Quiz: Thảo Luận Kiến Trúc Thương Hiệu Trong Liên Minh Toàn Cầu Mới – Advanced Level
Th1 20, 2024
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bởi
Anna Phạm
trong
Tiếng Anh dành cho Quản lý thương hiệu (English for Brand Manager)
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1.
What are Olivia and Paul mainly discussing?
How to structure brands for a new global alliance
How to hire staff for an international office
How to reduce shipping costs for global markets
How to design a new product packaging line
Explanation:
They discuss brand architecture options for a new global alliance, including co-branding, endorsed branding, and a branded house approach.
2.
What does Olivia say an endorsed brand strategy would do?
Make all products use separate labels
Focus only on customer research before branding
Keep their identity while adding the partner’s support
Replace both brands with a new name
Explanation:
Olivia explains that an endorsed brand gives credibility while keeping their identity.
3.
What concern does Paul raise about a co-branded identity?
It would eliminate the need for legal review
It would make the alliance less global
It would require too much customer research
It might confuse customers if the brands are very different
Explanation:
Paul says a co-branded identity might confuse customers if the brands are very different.
4.
Why does Olivia suggest doing customer research before deciding?
To avoid talking about legal issues
To prove that one brand is stronger than the other
To find out which branding approach customers will respond to best
To decide which products should be discontinued
Explanation:
Olivia says customer research will help them understand what works best, so it is meant to guide the branding decision.
5.
What can be inferred about the final decision on brand architecture?
It has already been made by the global partner
They are still evaluating several options
They have chosen a branded house approach already
They plan to keep both brands completely separate
Explanation:
The speakers discuss multiple approaches and suggest research before deciding, which shows the decision has not yet been made.
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