Suzanne and Antonio both work for a mid-sized apparel firm. Suzanne is in charge of a particular brand while Antonio heads the company's personal selling. Both individuals are working to increase the sales of products carrying Suzanne's brand. In an effort to effectively promote the brand, what should Suzanne and Antonio do?
A) They should work closely together to ensure that the message stays focused and consistent.
B) They should pool their budgets and pour all of their resources into a single promotional channel.
C) They should work independently, since branding strategy deals with different methods than personal selling.
D) They should work closely together to ensure that each produces a different message, because variety in the message creates greater interest among consumers.

Question

Quizplus · Accepted Answer

Suzanne and Antonio should work closely together to ensure that the message stays focused and consistent. This will ensure that the brand is promoted in a cohesive and effective manner. Pooling budgets and pouring all resources into a single promotional channel may not be the most effective approach as there are multiple channels for promotion. Working independently might lead to mixed messaging and confusion among consumers. Creating multiple messages may also dilute the brand message and confuse consumers. Therefore, it's best for Suzanne and Antonio to work together seamlessly to promote the brand effectively.

Suzanne and Antonio Both Work for a Mid-Sized Apparel Firm