AT&T's Business Campaign Not Only Helped to Change Public Perceptions

question 143

Multiple Choice

AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?

• A) choosing the right moment to capture employees' attention and imagination
• B) furnishing energizing and informative internal communication
• C) bringing the brand alive for employees
• D) linking internal and external marketing
• E) understanding how brand communities work

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Definitions:

Coinsurance Clause

A provision in insurance policies requiring the policyholder to bear a portion of the costs of a claim, encouraging insured parties to avoid excessive claims.

Replacement Value

The cost to replace an asset or property at its current value, without deduction for depreciation, at the time of loss.

Indemnity

A legal principle involving security or protection against financial liability or loss.

False Statements

Deliberately untrue assertions made by someone, which can sometimes be a legal offence if made in certain contexts.