1. What advantages does brand awareness provide?
A. Price advantages and distribution advantages
B. Learning advantages, consideration advantages, and choice advantages
C. Product performance advantages and marketing advantages
D. Competitor analysis advantages and market share advantages
2. What is a "unique selling proposition" in the context of brand associations?
A. The strength of brand recognition
B. Favorability of brand attributes
C. Uniqueness of brand associations
D. A distinctive feature that provides a competitive advantage
3. What is a "unique selling proposition" in the context of brand associations?
A. The strength of brand recognition
B. Favorability of brand attributes
C. Uniqueness of brand associations
D. A distinctive feature that provides a competitive advantage
4. In terms of brand associations, what makes the favorability of brand associations higher?
A. The number of brand associations
B. The uniqueness of the brand attributes
C. The presence of irrelevant associations
D. Possessing relevant attributes and benefits that satisfy consumer needs and wants
5. What do "Points-of-Difference" (PODs) refer to in brand positioning?
A. Attributes or benefits that are not unique to a brand
B. Attributes or benefits that consumers strongly associate with a brand
C. Negative correlations between attributes and benefits
D. Product descriptor following a brand name
6. A brand is identified as an……..
A. Tangible asset
B. Liquid
C. Short-term asset
D. Intangible asset
7. In positioning, what does a "straddle position" involve?
A. Maintaining the same position over time
B. Having both Points-of-Difference and Points-of-Parity in one category
C. Emphasizing the unique features of a brand
D. Using exemplars to specify category membership
8. A means to trace the value creation process for brands, to better understand the financial impact of
brand marketing expenditures and investments is called………….
A. The brand resonance model
B. The brand value chain model
C. The brand positioning model
D. The brand mantra model
9. What is the purpose of a "brand mantra"?
A. To establish negative correlations between Points-of-Difference and Points-of-Parity
B. To redefine the competitive frame of reference
C. To capture the essential heart and soul of the brand positioning
D. To emphasize deliverability criteria in brand positioning
10. Brand characters can also be attention-getting and well-liked that they dominate other brand
elements and actually dampen brand awareness.
A. False
B. True
11. What type of segmentation involves dividing the market based on consumer values, opinions, and
attitudes?
A. Behavioral segmentation
B. Demographic segmentation
C. Psychographic segmentation
D. Geographic segmentation
12. A consumer will choose the brand based on how compelling its…………was compared to other
brands.
A. Uniqueness
B. Difference
C. Similarity
D. Sameness
13. The role of concept testing in the new product development process is……………..
A. To evaluate the effectiveness of the brand’s marketing communication
B. To determine the appropriate pricing strategy for the new product
C. To assess the financial viability of the new product
D. To gather feedback from potential customers regarding the product concept
14. What is NOT a factor Responsible for Branding Challenges
A. Savvy customers
B. Economic downturns
C. Media transformation
D. Decreased costs
15. The role of cultural symbols in brand management across geographic boundaries is……………..
A. To communicate brand meaning and create resonance with customers.
B. To customize the brand offering for each local market
C. To establish legal protection for the brand’s trademarks
D. To measure the financial performance of a brand.
16. The depth of brand awareness will influence the likelihood that the brands come to mind,
whereas the breath of brand awareness describes the different types of situations in which the brand
might come to mind.
A. False
B. True
17. Brand equity provides a common denominator for interpreting marketing strategies and assessing
the value of a brand
A.TRUE
B.FALSE
18. Brand equity provides a common denominator for interpreting marketing strategies and assessing
the value of a brand
A.TRUE
B.FALSE
19. The CBBE concept approaches brand equity from the perspective of the consumer.
A.TRUE
B. FALSE
20. What is the role of brand extensions in brand management?
A. To diversity the brand’s portfolio
B. To generate additional value for the brand
C. To protect the brand’s intellectual property
D. To increase brand loyalty among existing customers
21. Application of Marketing-based Comparative Approaches?
A. Explore potential brand extensions by collecting consumer evaluations of a range of concept
statements.
B. All are true
C. Assessing consumers’ responses to different advertising strategies
D. The dollar-metric measure of brand commitment
22. Brand salience describes how well the product or service meets customers' more functional
needs.
A.TRUE
B.FALSE
23. The criteria are the marketer's offensive strategy and build brand equity
A. Memorability, meaningfulness, and likability
B. Transferability, Adaptability, Productability
C. All the above
D. None of the above
24. What is the concept of cultural branding?
A. The practice of leveraging cultural elements to create brand resonance
B. The strategic use of a brand equity to support market extension
C. The process of expanding a brand’s presence across different geographic markets
D. The measurement of a brand’s financial performance in different market segments
25. What is sometimes called the “last five second of marketing” as well as “permanent media” or the
“last salesman”?
A. Brand name
B. Jingle
C. Packaging
D. Logo
26. Jingles mean
A. Musical messages written around the brand
B. Short phrases
C. None of the above
D. Activity of designing and producing containers or wrappers
