Q: Scott is focused on building his company’s brand. What should he focus on?
or
Q: Building the brand for his business is Scott’s main priority. How should he concentrate?
- Target a broad audience
- Rely solely on thought leadership to build brand equity
- Target a specific senior leader at a company
Explanation: In most cases, the process of building a brand entails reaching out to a larger audience and effectively communicating with them to generate awareness and good connections with the organization. During the process of creating brand equity, it is possible that targeting a particular senior leader at a firm is not the major emphasis, but it may be more significant in a business-to-business sales strategy. Although thought leadership might be an important component, it is possible that depending entirely on thought leadership will not cover all areas of brand growth.
