If a Crisis Has a High Chance of Occurring but a Potentially

question 9

Multiple Choice

If a crisis has a high chance of occurring but a potentially high impact on the brand, how should you plan for it?

• A) Constant monitoring
• B) Ignore it
• C) Scripted response
• D) Emergency response protocols

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Definitions:

Brand Meaning

The underlying value, message, and associations that consumers attribute to a brand, beyond its physical products or services.

Brand Equity

The value and strength of a brand, measured by recognition, loyalty, and positive perceptions among consumers.

Parent Brand

The main or overarching brand under which individual products, services, or subsidiary brands are marketed.