1.

In designing the brand portfolio, the focus is

always on

A. maximum market coverage

B. minimum market coverage
C. categorize market coverage
D. brand house coverage
Ans: A maximum market coverage
2. The criteria for choosing the brand elements are
classified as

A. Memorable
B. Meaningful
C. Likeable
D. All of the above
Ans: D. All of above
3. The stage which describes the extent of customer
relationship and feels ‘in it is best Considered as

A. Brand emotions
B. Brand conversation
C. Brand judgments
D. Brand resonance
Ans: D. Brand resonance
4. The brand which is result of extension in brand or
sub – brand is classified as

A. Brand Extension
B. Sub - Brand
C. Parent brand
D. Product Extension
Ans: C. Parent Brand
5. The esteem and knowledge together can create

A. Brand awareness
B. Brand Knowledge
C. Brand stature
D. Brand value
Ans : C. brand stature
6. The brand knowledge different effects on consumer
mind with the help of marketing of the specific brand
is considered as

A. Marketer’s brand equity

B. Customer based brand equity
C. Knowledge brand equity
D. Effective brand equity
Ans: B . Customer based brand equity
7. The process of how effectively existing brand equity
has leveraged to a new product is considered as

A. Potential extensions
B. Lifetime extensions
C. Bait extensions
D. Visual extensions
Ans: A. Potential extensions
8. When the brands are introduced to compete with the
competitors thus the brands are classified as

A. Flankers
B. Competitive
C. Variant brand
D. Sub variant brands
Ans: A. Flankers
9. In BVA, the degree through which the brand is seen different
with its perceived leadrship and momentum is classified as

A. Energized differentiation
B. Energized similarities
C. Perceived differences
D. Perceived similarities
Ans: A. Energized differentiation
10. The overall brand discount rate is equal to the sum of

A. Brand risk premium

B. Risk free rate
C. Brand earings
D. Both A and B
Ans: D. Both A and B
11. The number of acquisition and its prospect depends on

A. Add - on spending
B. Retention
C. visualization
D. acquisition
Ans: D. Acquisition
12. The value of well – known brand is typically half of the firm’s

A. Market finance
B. Market capitalization
C. Actual finance
D. Asset total value
Ans: B. Market capitalization
13. The number of common and distinctive elements of brand are
reflected as

A. Brand earnings
B. Brand responsiveness
C. Brand architecture
D. Branding rate
Ans: C. Brand architecture
14. The customer multiplier include

A. Customer size and profile

B. Clarity
C. Relevance
D. Risk profile
Ans: A. Customer size and profile
15. The particular brand’s equity arises from consumer’s response to

A. Similarities
B. Differences
C. Knowledge
D. Equity
Ans : B.Differences
16. The strategy of using company brand name for every product as

A. House of products
B. Branded house strategy
C. House of brands
D. strategy house
Ans : B. Branded house strategy
17. Which of the following is not associated with brand equity?

A. Brand value
B. Brand heritage
C. Brand strength
D. Brand description
Ans : B.Brand heritage
18. The frist step in the strategic brand management process
is________

A.measuring consumer brand loyalty

B. identifying and eastablishing brand positioning
C.planning and implementing brand marketing
D.measuring and interpreting brand performance
E.growing and sustaining brand value
19. The relatively high priced brands offer by company are classified
as

A. Low end prestige

B. High end prestige
C. Open end prestige
D. Close end prestige
Ans: B. high end prestige
20. The product or service that can be differentiate the competitors
but can satisfy the same need is clasified as

A. Customized brands
B. Super brands
C. Brand
D. Value products
Ans: C. brand
21. The endowment of products or services with the power of specific
name or logo is considered as

A. Branding
B. packaging
C. Advertising
D. valuing
22. The state which describes how well the maeket offering fulfill the
customer’s needs, is considered as

A. Brand imagery
B. Brand feelings
C. Brand sailence
D. Brand performance
Ans: D. brand performance
23. The company makes all products in different brand line is
classified as

A. Brand endorsement
B. Brand mix
C. Product mix
D. Category assortment
Ans: B. brand mix
24. The lower levels of esteem and knowledge are shown as

A. Faded brands
B. Failed brands
C. Strong new brands
D. Existing brands
Ans: C.Strong new brands
25. The parent brand if it is associated with multiple products in
brand extension is called

A. Family brand
B. Product extension
C. Sub – product
D. Parent company
Ans : A. family brand
Designing Marketing Programs
To Build Brand Equity
1._____ is endowing products and services with
the power of a brand.

A) Trademarking
B) Brand equity
C)Brand marking
D)Differentiation
E)Branding
E) Branding
2)____ is the added value endowed to products
and services.

A) Trademarking
B) Augmentation
C) Brand equity
D) Branding
E)Differentiation
C) Brand Equity
3)______ are those trademark able devices that
serve to identify and differentiate the brand.
A) Brand mark
B) Brand differentiation
C)Brand equity
D) Brand elements
E) Brand promise
D) Brand elements
4)_____ marketing is about mixing and
matching marketing activities to maximize
their individual and collective effects.
A) Complimentary
B) Integrated
C)Customized
D)Personalized
E)Undifferentiated
B) Integrated
5)A ________ can be defined as any
information-bearing experience a customer
or prospect has with the brand, the product
category, or the market that relates to the
marketer's product or service.
A) brand contact
B) brand element
C) brand trait
D) brand awareness
E) brand character
A) brand contact
6) _____ occurs when customers experience
the company as delivering on its brand
promise.
A) Brand bonding
B) Internal branding
C) Brand experience
D) Brand awareness
E) Brand promising
A) Brand bonding
7) A _____ is a consumer-focused exercise that
involves a series of procedures to assess the
health of the brand, uncover its sources of
brand equity, and suggest ways to improve
and leverage its equity.
A) brand assessment
B) brand systems analysis
C) brand tracking study
D) brand audit
E) brand check-up
D) brand audit
8)When a firm uses an established brand to
introduce a new product it is called a _____.
A) sub-brand
B) brand extension
C) category extension
D) family brand
E) parent brand
B) brand extension
9) A _____ product is one whose brand name
has been licensed to other manufacturers
who actually make the product.
A) trademarked
B) licensed
C) branded
D) corporate
E) portfolio
B) licensed
10) _____ occurs when consumers no longer
associate a brand with a specific product or
highly similar products and start thinking less
about the brand.
A) Brand neglect
B) Brand apathy
C) Brand ignorance
D)Brand dilution
E) Brand concentration
D)Brand dilution
11)______is the set of all brands and brand
lines which a particular firm offers for sale in
a particular category or market segment.

A) Multi branding
B) Brand equity
C) Mixed branding
D) Brand portfolio
E)Generic brand
D) Brand portfolio
12) The drivers that differentiate and identify
the brands are classified

A) Brand elements
B) Brand emotions
C) Brand conversation
D) Brand judgements
A)brand elements
13) Brand equity is a result of

a) Similarity in consumer response

b) Differences in consumer response
c) a & b
d) None of the above
b) Differences in consumer response
14) Differential response by consumers
resulting in brand equity can be seen in

a) Perceptions
b) Preferences
c) Behavior
d) All of the above
d) All of the above
15) What is more important in brand equity?

a) Quality
b) Quantity
c) Customer perception
d) None of the above
a) Quality
16)While designing holistic marketing activities,
focus is on

a) Personalization theme
b) Integration theme
c) Internalization theme
d) All of the above
d) All of the above
17)The internalization theme used while
designing holistic marketing activities focuses
on

a) Customers
b) Products
c) Employees
d) None of the above.
c) Employees
18)While measuring brand equity, indirect
approach focuses on

a) Identifying consumer brand knowledge

structures
b) Tracking consumer brand knowledge
structures
c) Both a and b
d) None of the above
c) Both a and b
19) While measuring brand equity, direct
approach focuses on

a) Identifying consumer brand knowledge

structures
b) Tracking consumer brand knowledge
structures
c) Actual impact of the brand knowledge on
consumer response
d) None of the above
c) Actual impact of the brand knowledge on
consumer response
20)The Brand element building brand does not
include

A) Adaptable
B) Memorable
C) Meaningful
D) Likeable
Adaptable
21)An element in defensive brands building does
not include

A) Transferable
B) Unmemorable
C) Adoptable
D) Protectable
Unmemorable
22)The activities and steps that inform and
engage employees in building a brand is
classified

A) External branding
B) Internal branding
C) External marketing
D) External marketing
Internal branding
23)The designing the brand portfolio, the focus
is Always on

A) Maximum market coverage

B) Minimum market coverage
C) Categorize market coverage
D) Brand house coverage
Maximum market coverage
24)The criteria for choosing the brand elements
are classified as

A) Memorable
B) Meaningful
C) Likeable
D) All of the above
D) all of the above
50)The esteem and knowledge together can
create

A) Brand awareness
B) Brand knowledge
C) Brand stature
D) Brand value
C) Brand Stature