IBM's E-Business Campaign Not Only Helped to Change Public Perceptions

question 18

Multiple Choice

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.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:

Defined Contribution

A type of retirement plan where the amount invested is defined, but the future benefits are not guaranteed and depend on investment performance.

IFRS

International Financial Reporting Standards, a set of accounting standards developed by the International Accounting Standards Board (IASB).

Discount Rate

The rate of interest applied in discounted cash flow analysis to calculate the present value of forthcoming cash flows.

Defined Contribution Plan

A retirement plan where the employer, employee, or both make contributions on a regular basis, with final benefits dependent on investment performance.