So you think you know brand strategy? Take our brand quiz! Part 6

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In line with our annual tradition, we’ve prepared another brand quiz for you.
Our five previous quizzes can be found herehere, here, here and here.

If you’ve been reading our articles and brand strategy case studies, the 10 questions below should be a breeze!

Scroll down to the bottom of the page for the correct answers.

If you get all 10 answers right, congratulations, you are a true brand expert.

8–9 correct answers — Hey, you’re well on your way.

6–7 correct answers — Stay the course, keep reading our newsletters, articles and case studies – you’re making good progress.

5 or fewer correct answers —You might be new to brand strategy and we suggest immersing yourself in the topic. BrandStruck is a great place to start!

Here are the questions. There’s only one correct answer per question.

1. Which brand has changed its premium strategy in order to appeal to a wider audience and now wants to be associated not only with high quality, but also with great value?

a) BMW
b) Gucci
c) Hilton
d) Marks & Spencer

2. The rhombus motif and the green-red-green stripe are the distinctive brand assets of which brand?

a) Chanel
b) Gucci
c) Hermès
d) Louis Vuitton

3. Which brand used to define its original mission as the “End of Software”?
a) Cisco 
b) Salesforce
c) SAP
d) Slack

4. The brand equity of Johnson’s, Nivea and Pampers is based on which brand archetype?

a) The Caregiver
b) The Creator
c) The Innocent
d) The Regular Guy

5. Which company’s brand strategy revolves around the concept of “creating and co-creating”?

a) Adobe
b) IBM
c) Oracle
d) SAP

6. Evian replaced its famous “Live Young” philosophy with messaging focused on which theme?

a) Fun
b) Happiness
c) Magic
d) Sustainability

7. Which type of research can help uncover if consumers’ stated intentions align with their actual behaviours?

a) Brand tracker
b) Ethnographic observations
c) Focus groups
d) Usage & attitude (U&A) surveys

8. According to Interbrand’s Best Global Brands 2022 ranking, what is the second most valuable brand in the world after Apple?

a) Amazon
b) Google
c) Microsoft
d) Samsung

9. Which brand uses the tagline: “Officially amazing”?

a) Disney
b) Guinness World Records
c) TikTok
d) YouTube

10. According to the Ehrenberg-Bass Institute for Marketing Science, if a brand wants to grow, which of the following objectives should it focus on?

a) Brand differentiation and building a unique image of the brand
b) Competitor elimination and product improvement
c) Customer acquisition and driving reach
d) Customer retention and building brand loyalty

Correct answers:

1. d
2. b
3. b
4. a
5. b
6. d
7. b
8. a
9. b
10. c


If you want to read the complete brand strategy case studies of all brands mentioned in this post, join BrandStruck today.

If you need help with research or want to hire Magda for a brand strategy-related project, email her at

To receive our monthly newsletter with the latest blog post and update on new brand case studies added to BrandStruck, just send your email to with the title: Newsletter.

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Magda Adamska is the founder of BrandStruck.

BrandStruck ithe only online database of brand strategy case studies.
This is a tool that is dedicated to brand and marketing professionals, allowing them to better understand the positioning of the world’s most admired brands, the similarities and differences between them and to learn more about certain categories.

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