4 Written questions
4 Multiple choice questions
- Uses literal and recognizable image. May allude to name of company or a brand attribute.
- Visual form to convey a big idea or brand attribute.
Works for large comp. with numerous and unrelated divisions.
- Free-standing word or words.
- the capacity to transcend change
4 True/False questions
Coherence → Unified voice, one company strategy
Commitment → building, protecting and enhancing the brand
Flexibility → the capacity to transcend change
Design Thinking → innovation powers brand, brand builds loyalty, loyalty sustains profits.