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The Power of Brand by Janet Bigham Bernstel

1. Before creating a brand and a brand promise, Labe Bank felt that it first needed:

   [] To understand its strengths and weaknesses.

   [] To understand how to meet its customers' needs.

   [] Both of the above.

2. Labe Bank relieves that to run a bank like a business, the focus should be on:

   [] Advertising.

   [] Public relations.

   [] Planning.

   [] Employee relations.

3. Research for discovering brand is different from conventional market research in that it gives greater emotional insight into customers' preferences:

   [] True.

   [] False.

   New York: If You Can Make It Here ...

   by Deb Stewart

4. According to Vernon Hill at Commerce Bank, Cherry Hill, N.J., a bank cannot use products alone as a basis for differentiation. Instead, a bank needs:

   [] Strong advertising support.

   [] A visually appealing logo.

   [] A comprehensive differentiating model

   [] Highly motivated employees.

5. The fact that most of Wachovia's financial specialists and advisers are licensed to sell either securities, mutual funds or annuities is an example of how the bank positions itself

   [] To sell expertise and financial advice

   [] The institution with well-educated employees.

   [] As the urban bank of choice for financially sophisticated customers.

   [] The bank that's close to Wall Street financiers.

6. Washington Mutual chose philanthropic community events as a key component of its market-entry strategy because these events generate a lot of pubic interest.

   [] True.

   []...