BRA301 - Chap 1

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...describes how to guide integrated marketing to maximize com-
petitive advantages
A. The brand value chain
C. The brand positioning model
B. The brand resonance model
C. The brand positioning model
D. The brand image
...describes how to create intense loyalty and strong customer
relationships with customers
A. The brand positioning model
B. The brand resonance model
B. The brand resonance model
C. The brand segmentation
D. The brand value chain
What is the key difference between a brand and a product?
A. A product can either be a physical good or a service while a
brand is only built up from intangible elements
B. A brand is more than a product because it can have dimensions
that differentiate it in some way from other products designed to B. A brand is more than a product because it can have dimensions
satisfy the same need. that differentiate it in some way from other products designed to
C. A brand is made by a company and can be purchased by a satisfy the same need.
consumer in exchange for money while a product is built through
consumer perceptions, expectations, and experiences.
D. While products are for specific items, brands are used for
intangible services.
What is the advantage that a well-known brand would have in
comparison to other brands with the same new product whenever
consumers are in choice situation?
A. Risk reduction in buying and consuming a product A. Risk reduction in buying and consuming a product
B. Lower price
C. More benefits of extra services
D. Special promotions with more options for product selection
Which one is the brand-only group?
A. Vingroup, FLC Group, Apple, Xiaomi, Unilever
B. Sabeco, Google, Honda, Heineken, Hyundai A. Vingroup, FLC Group, Apple, Xiaomi, Unilever
C. Heineken, Apple, Vinamilk, Lothamilk, Mercedez
D. Viettien, H&M, Mango, FPT, Apple
The series of procedure in which customer is focused, helps to
access brand's health and suggests ways to improve and leverage
brand equity is...
A. Customer segmentation D. Brand audit
B. Brand positioning
C. Brand architect
D. Brand audit
Generally, a brand is identified as an...
A. Tangible asset
B. Liquid C. Intangible asset
C. Intangible asset
D. Short-term asset
The act of creating and implementing marketing programs to build,
measure, and manage brand equity is...
A. Brand performance
D. Brand management
B. Branding
C. Brand architect
D. Brand management
Brand elements is also known as ...
A. Customers' awarenes of a brand
B. Key factors that make up brand identity B. Key factors that make up brand identity
C. Brand images
D. Customes' ability to recall about a brand's product

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 BRA301 - Chap 1
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A customer will choose a brand based on how compelling the
its...was as compared to other brands
A. Difference
C. Sameness
B. Similarity
C. Sameness
D. Uniqueness
If a brand is well-designed and managed, its positioning can be
used and strengthened by the company in various ... activities
A. Charity
B. Marketing
B. Marketing
C. Social
D. Promotion
Microsoft and Oracle, Apple and Google are examples of strategic
partnership under the...
A. Business-to-Business setting
A. Business-to-Business setting
B. Brand-to-Product setting
C. Business-to-Customer setting
D. Tech-to-Business setting
Which of the following is not an objective of brand management?
A. To strategically enhance brand performance through marketing
activities and supporting marketing programs
D. To conduct cold calls and acquire sales
B. To improve brand equity
C. To establish an identity for a product or a group of products
D. To conduct cold calls and acquire sales
Brand ________ is a means to provide in-depth information and
insights essential for setting long-term strategic direction for the
brand
A. Recalling Audit
B. Edit
C. Audit
D. Designing
...is the structure of guidelines about branding strategy and brand
elements application across all the products sold by the firm
A. Brand monitoring
C. Brand architecture
B. Brand equity
C. Brand architecture
D. Brand recalling
As communication and media technologies have become key
catalysts for customers' service and product reviews, brands have
strategically shifted their focus to becoming more ... to accelerate
brand love amongst their targeted markets.
A. Customer-centric
A. Customer-centric
B. Product-centric
C. Service-centric
D. Review-centric
What are the two key concepts in defining brand architecture?
A. Brand positioning and customer segmentation
B. Brand management and brand performance D. Brand portfolio and brand hierarchy
C. Brand equity and brand management
D. Brand portfolio and brand hierarchy
Different components of a brand that identify and differentiate it
are:
A. Brand indicators
C. Brand elements
B. Brand names
C. Brand elements
D. Brand reviews
A key change that makes marketers have to pay special attention
to the emergence of social media platforms in branding is that:
A. Consumers can write reviews about brands.
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 BRA301 - Chap 1
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B. Brands can reach more people in different places at the same
time with the same content.
C. Brands - consumers communication have become symmetrical.
C. Brands - consumers communication have become symmetrical.
Whilst consumers are increasingly content producers that meet
Whilst consumers are increasingly content producers that meet
and share information and reviews about brands with each other,
and share information and reviews about brands with each other,
brands can now have a 360-degree review of a consumer and
brands can now have a 360-degree review of a consumer and their
their target audience.
target audience.
D. Brands can no longer keep their product and service prices
exclusive to those who come to their stores because consumers
share all the information online.
Due to the emergence of unparalleled access to information and
competition, what is the crucial factor that brand has to ensure in
all of their products and serivces in order to stay highly competi-
tive:
A. Quality
A. Quality
B. Price
C. Image
D. Promotion
Which of the following criteria is important in evaluating brand
elements?
A. Their aesthetic appeal and visual design.
C. Their capacity to communicate general information about the
B. Their ability to evoke emotional responses.
product or service.
C. Their capacity to communicate general information about the
product or service.
D. Their association with popular celebrities or influencers.
In recent years, the Michelin Guide's recognition of restaurants
in Vietnam has created a significant buzz and excitement among
food enthusiasts. The restaurants that receive the prestigious
Michelin star designation gain recognition for their exceptional
culinary experiences. Firstly, their leave a lasting impression on
diners through innovative and delectable dishes that showcase
unique flavors and presentations. Secondly, the Michelin-starred
A. Memorable - Meaningful - Likable - Transferable - Adaptable -
restaurants hold meaning for both locals and international visi-
Protectable
tors, signifying culinary excellence and elevating the reputation
of Vietnamese cuisine. Additionally, these restaurants often cul-
tivate exquisite experience for customers by providing impecca-
ble service, a welcoming atmosphere, and a focus on customer
satisfaction. The Michelin-starred is also an honour for receiving
restaurants because it carries a global reputation for fine dining.
These restaurants also demons

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