Battle of the Brands

1. Which statement best describes how the author develops his ideas about branding strategies?

• by illustrating the branding strategies of one company and their effects

• by highlighting the branding failures of specific companies

• by explaining ways that companies use branding strategies to lie to consumers

• by comparing the two similar brands use different strategies to gain loyal customers

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1. In paragraph 13, how does the author develop the idea that a strong brand identity benefits many different types of companies?

• 1. by emphasizing the struggles of companies who use fewer branding strategies

• 1. by highlighting the way celebrity partnerships can exclude less wealthy consumers

• 1. by describing companies that are successful because they do not have any competitors

• 1. by giving an example of how one company found success through appealing to a specific audience

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1. According to the article, what is a similarity between the branding strategies of Hershey's Chocolate and Fenty Beauty?

• 1. Both companies know the importance of reaching out to and welcoming a diverse audience.

• 1. Both companies rely on the influence that their brand packaging has on consumers.

• 1. Both companies benefit from the popularity of a celebrity founder and CEO.

• 1. Both companies appeal to customers through their work with charities.

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Which statement best describes the central idea of the article?

• 1. Hershey’s uses branding to inspire people to be kind and caring toward others.

• 1. Hershey’s uses branding to help consumers associate positive memories with their product.

• 1. Companies use branding strategies to develop emotional responses and build loyalty in consumers.

• 1. Companies rely on branding strategies to communicate that their products are effective and high quality.

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