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1. "The differential effect that brand A

knowledge has on customer response
to the marketing of that brand" is the
definition of?(NHUNG HOÀNG)

A. Customer-Based Brand Equity

B. Consumer-Based Brand Element
C. Consumer-Based Brand Equity
D. Customer-Based Brand Element

2. ____ are the personal value and mean- B

ing that consumers attach to the
product or service attributes.(NHUNG
HOÀNG)
A. Brand attributes
B. Brand benefits
C. Brand images
D. Brand mantras

3. What factors that marketers need to B

consider to create the differential re-
sponse that leads to customer-based
brand equity?

A. The strength, weakness, and

uniqueness of brand associations.
B. The strength, favorability, and
uniqueness of brand associations.
C. The strength and weakness of
brand associations.
D. The strength and uniqueness of
brand associations.

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4. The basic premise of the CBBE con- B

cept is that the power of a brand lies
in__

A. tangible value of that brand

B. what resides in the minds and
hearts of customers
C. both A and B
D. none of them

5. _______the practice of marketing to D

consumers only after gaining their
express permission, was another in-
fluential perspective on how compa-
nies can break through the clutter
and build customer loyalty. (NHUNG
HOÀNG)

A. Experiential Marketing
B. Relationship marketing
C. Mass custiomization
D. Permission marketing

6. Marketing strategies must transcend B

the actual product or service to cre-
ate stronger bonds with consumers
and maximize brand resonance. This
broader set of activities is sometimes
called ____(NHUNG HOÀNG)

A. Experiential Marketing
B. Relationship marketing

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C. Mass custiomization
D. Permission marketing

7. ... analysis aims to find the opti- C

mum positioning between low-price,
low-quality and high-price, high-qual-
ity(NHUNG HOÀNG)

A. Market
B. Brand
C. Conjoint
D. Price

8. What is the term used to describe the B

introduction of a new product or ser-
vice under an existing brand name?

A. Co-branding
B. Brand extension
C. Brand revitalization
D. Brand migration

9. According to the "category-product A

matrix" approach, which of the follow-
ing represents the highest level of risk
for a brand extension?

A. Extending into a new category with

a new product
B. Extending into a new category with
an existing product
C. Extending within the same catego-
ry with a new product
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D. Extending within the same catego-

ry with an existing product

10. What is the purpose of the "brand en- B

dorsement" theory in the context of
co-branding?(NHUNG HOÀNG)

A. To establish a strong emotional

connection with customers
B. To leverage the reputation and eq-
uity of a partnering brand
C. To differentiate the co-branded
product from competitors
D. To target a specific niche market
with a unique brand positioning

11. What is the primary goal of brand C

portfolio management?

A. To maximize the market share of

individual brands within the portfolio
B. To ensure consistency in brand
messaging across different products
C. To optimize the allocation of re-
sources among different brands in
the portfolio
D. To establish legal protection for a
brand's intellectual property

12. What is the purpose of brand revital- B

ization?(NHUNG HOÀNG)
A. To introduce a new brand into the
market
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B. To rejuvenate a brand, enhance

its appeal, and regain its competitive
edge
C. To measure brand equity using fi-
nancial metrics
D. To establish legal protection for a
brand's intellectual property

13. What is the primary motivation be- B

hind brand migration?
A. To enhance brand loyalty among
existing customers
B. To capitalize on new market oppor-
tunities
C. To strengthen the brand's position-
ing in the current market
D. To diversify the brand's product
portfolio

14. Consumers choose brands originat- AB

ing in different countries based on:
(check all that apply)
A. Their beliefs about the quality of
certain types of products from certain
countries.
B. The image that these brands or
products communicate.
C. The reputation of the brands.

15. Marketers can create secondary as- B

sociations by ......the brand to various
third-party sources(NHUNG HOÀNG)

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A. Introducing
B. Linking
C. Adding

16. Which is not true: D

A. Existing brands can be related to a
corporate or family brand.
B. A corporate or family brand can be
a source of brand equity.
C. Leveraging a corporate brand may
or may not be useful.
D. A corporate or family brand is never
linked to a child brand

17. One disadvantage of Market- C

ing-Based Comparative Approaches is
it's difficult to discern whether con-
sumer responses to changes in the
marketing stimuli are being caused
by ............ knowledge or by more
generic product knowledge.(NHUNG
HOÀNG)

A. Market
B. Category
C. Brand

18. Comparative methods are research A

studies or experiments that examine
consumer attitudes and behavior to-
ward a brand to directly estimate spe-
cific benefits arising from having a
high level ............ and strong, favor-
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able, and unique brand ..............

A. Awareness & associations
B. Associations & awareness
C. Brand elements & Awareness
D. Associations & Brand elements

19. Comparative methods in- D

clude:(NHUNG HOÀNG)
A. Brand-Based Comparative Ap-
proaches
B. Marketing-Based Comparative Ap-
proaches
C. Conjoint Analysis
D. All are true

20. What is the primary objective of re- C

gional marketing strategies?

A. To establish legal protection for the

brand's intellectual property globally
B. To target specific market segments
with customized offerings
C. To adapt the brand's marketing
strategy to suit regional preferences
and needs
D. To measure changes in brand
awareness over time

21. What is the term used to describe the D

process of creating a brand that ap-
peals to a specific cultural group with-
in a larger market?

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A. Global brand positioning

B. Cultural segmentation
C. Ethnocentric branding
D. Subculture branding

22. What is the purpose of brand stan- B

dardization?
A. To customize the brand offering for
each local market
B. To ensure consistent brand mes-
saging across different market seg-
ments
C. To maximize profits by targeting
high-value market segments
D. To establish legal protection for a
brand's intellectual property globally

23. Brand equity responsibilities in- D

clude:(NHUNG HOÀNG)
A. Overseeing Brand Equity
B. Organizational Design and Struc-
tures
C. Managing Marketing Partners
D. All are true

24. Three criteria to judge qualitative C

research techniques (according to
Levy)
(Check what is not true)
A. Direction
B. Depth

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C. Duration
D. Diversity

25. Ideal brand positioning aims to A

achieve the........ between:
-What customers currently believe
about the brand.
-What customers will value in the
brand.
-What the firm is currently saying
about the brand.
-Where the firm would like to take the
brand.

A. Congruence
B. Relation
C. Contrast
D. Connection

26. What is a potential benefit for a B

company with strong corporate cred-
ibility during a brand crisis?(NHUNG
HOÀNG)

A. Consumers will ignore the crisis

completely.
B. The company may be able to avoid
significant financial losses.
C. The company's brand will automat-
ically gain new customers.
D. The company's stock prices will re-
main unaffected.

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27. What is the brand portfolio? A

A. The brand portfolio is the set of all

brands and brand lines that a partic-
ular firm offers for sale to buyers in a
particular category.
B. The brand portfolio is the set of all
product lines and items that a partic-
ular seller makes available to buyers.
C. The brand portfolio is the set of
all brand lines that a particular seller
makes available to buyers.
D. None of the above.

28. What is the key consideration when A

deciding to leverage an existing brand
or create a new brand for a product
extension?(NHUNG HOÀNG)

A. The product's target market and

positioning
B. The cost of marketing the new
brand
C. The availability of brand extensions
in the market
D. The level of competition in the
product category

29. The six relevant criteria for IMC pro- C

grams are:
A. Consumers, Contribution, Com-
monality, Complementary, Conforma-

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bility, Cost
B. Coverage, Contribution, Con-
sumers, Complementary, Conforma-
bility, Comfort
C. Coverage, Contribution, Common-
ality, Complementary, Conformability,
Cost
D. Comfort, Contribution, Customiza-
tion, Complementary, Conformability,
Coverage

30. The most dramatic of the environ- B

ments that affect marketing and ap-
pears to be now shaping our world is
the ... environment

A. Natural
B. New media
C. Economic
D. Demographic

31. Forums and Facebook groups are ex- D

amples of....(NHUNG HOÀNG)
A. Interactive marketing
B. Direct marketing
C. Personal selling
D. Word-of-mouth marketing

32. We can break down the dimensions of D

brand resonance into: (Kiểu hỏi khác: We can break down the two dimen-
sions of brand resonance into:)
A. Brand loyalty, Attitudinal attach-
ment, Sense of community, Active en-
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gagement.
B. Brand loyalty, Attitudinal attach-
ment, Sense of community.
C. Behavioral loyalty, Attitudinal at-
tachment, Active engagement.
D. Behavioral loyalty, Attitudinal at-
tachment, Sense of community, Ac-
tive engagement.

33. What is DRIVE in Program Quality Mul- A

tiplier stands for ?
A. Distinctiveness, Relevance, Inte-
grated, Value, Excellence.
B. Distinctiveness, Resonance, Inte-
grated, Value, Engagement.
C. Distinctiveness, Resonance, Identi-
ty, Value, Excellence.
D. Distinctiveness, Relevance, Inte-
grated, Value, Engagement.

34. Brand equity facilitates in the ef- A

fectiveness of brand extensions
and brand introductions.(NHUNG
HOÀNG)
A. True
B. Falsel

35. The act of creating and implementing D

marketing programs to build, mea-
sure, and manage brand equity is....
A. Brand performance
B. Branding

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C. Brand architect
D. Brand management

36. A customer will choose a brand based D

on its appealing ___________ from oth-
er brands in the same category
A. Difference
B. Similarity
C. Sameness
D. Uniqueness

37. A customer will choose a brand based A

on how compelling the its ____ was
as compared to other brands (NHUNG
HOÀNG)
A. Difference
B. Similarity
C. Sameness
D. Uniqueness

38. ... describes how to create intense B

loyalty and strong customer relation-
ships with customers
A. The brand positioning model
B. The brand resonance model
C. The brand segmentation
D. The brand value chain

39. ... describes how to guide integrat- C

ed marketing to maximize competi-
tive advantages
A. The brand value chain
B. The brand resonance model
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C. The brand positioning model

D. The brand image

40. What is the key difference between a B

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 be-
cause it can have dimensions that dif-
ferentiate it in some way from other
products designed to satisfy the same
need.
C. A brand is made by a company
and can be purchased by a consumer
in exchange for money while a prod-
uct is built through consumer percep-
tions, expectations, and experiences.
D. While products are for specific
items, brands are used for intangible
services.

41. What is the advantage that a A

well-known brand would have in com-
parison to other brands with the same
new product whenever consumers
are in choice situation?

A. Risk reduction in buying and con-

suming a product
B. Lower price

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C. More benefits of extra services

D. Special promotions with more op-
tions for product selection

42. Which type of channel typically gen- B

erates buzz for a brand without cost-
ing the company anything?(NHUNG
HOÀNG)

A. Paid channels
B. Earned channels
C. Owned channels
D. Traditional advertising channels

43. What critical digital era trend enables D

brands to adjust prices based on in-
dividual customer behavior, while also
facilitating tailored messages and of-
ferings?

A. Changes in the consumer decision

journey
B. The sharp increase in buying via
online retail channels
C. The rise of many-to-many commu-
nications
D. The use of digital personalization

44. Which of the following statements is C

true regarding the transfer of store
image associations to a brand?

A. The transfer of store image associ-

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ations is always positive for a brand.

B. Retailers have no impact on shap-
ing the image of the brands they sell.
C. Consumers may perceive a brand
differently based on the store where
it is sold.
D. Retailers do not consider customer
reactions when expanding their distri-
bution channels.

45. Projective techniques present con- B

sumers with ambiguous stimuli and
ask the ......................it.
A. Draw
B. Make sense of
C. Describe

46. Projective techniques are diagnostic A

tools to adjust true opinions and feel-
ings of consumers when they are un-
willing and_____to express themselves
on these matters.
A. Unable
B. Creative
C. Sensitive

47. Qualitative research techniques often B

identify possible brand associations
and sources ...........(NHUNG HOÀNG)
A. Brand image
B. Brand equity

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C. Brand awareness
D. Brand recall

48. Mercedes star, Rolex crown, CBS eye, C

Nike swoosh, and Olympic rings is (Kiểu hỏi khác:
type of ___ logo?(NHUNG HOÀNG) The Mercedes star, Rolex crown, CBS eye, Nike
A. Combo mark or symbols swoosh, and Olympic rings are example of: (p.
B. Letter mark or symbols 154)
C. Non-word mark or symbols A. Signatures
D. Emblem or symbols B. Logos
C. Symbols
D. Jingles)

49. Which is slogan of Volkswagen? A

A. Drivers wanted
B. Where do you want to go today?
C. Like a rock
D. Have it your way

50. Choose the wrong statement when D

talking about logos:
A. Logos play a critical role in build-
ing brand equity and especially brand
awareness.
B. Logos have a long history as a
means to indicate origin, ownership,
or association.
C. Logos range from corporate names
or trademarks (word marks with text
only) written in a distinctive form,
to entirely abstract designs that may
be completely unrelated to the word

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mark, corporate name, or corporate

activities.
D. Examples of brands with strong
word marks and no accompanying
logo separate from the name include
he Mercedes star, Rolex crown, CBS
eye, Nike swoosh, and Olympic rings.

51. _____ are short phrases that commu- B

nicate descriptive or persuasive infor-
mation about the brand. They often
appear in advertising but can play an
important role in packaging and in
other aspects of the marketing pro-
gram.
A. Brand names
B. Slogans
C. Characters
D. Ad taglines

52. When a consumer sees an ad for the B

first time for a car called "Fiesta," the
fact that the consumer already has
the word stored in memory should
make it easier to encode the prod-
uct name and thus improve its recalla-
bility. This is an example of:(NHUNG
HOÀNG)

A. Simplicity and Ease of Pronuncia-

tion and Spelling brand name
B. Familiarity and Meaningfulness

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brand name
C. Differentiated and Distinctive
brand name
D. Unique of brand name

53. What is the concept of "fit" in the con- A

text of brand extensions?
A. The degree of similarity between
the existing brand and the new prod-
uct
B. The extent to which the brand ex-
tension targets a new customer seg-
ment
C. The level of innovation associated
with the brand extension
D. The compatibility between the
brand's visual identity and the new
product

54. Why should a brand name be familiar D

and meaningful?

A. It can tap into existing knowledge

structures.
B. Because the familiar and meaning-
ful name already exist in memory of
customer.
C. Because consumers tend to buy
products from brands with familiar
and meaningful names
D. It can tap into existing knowledge
structures and Because the familiar

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and meaningful name already exist in

memory of customer.

55. What is the risk associated with a B

branded house brand architecture?
A. Lack of brand differentiation
B. Confusion among customers
C. Higher marketing costs
D. Limited brand extension opportu-
nities

56. What potential downside exists when C

marketing targeting specific ethnic or
cultural groups?(NHUNG HOÀNG)

A. It always leads to higher marketing

costs
B. Consumers in the targeted seg-
ment feel more included
C. It may reinforce the image of being
outsiders or a minority.
D. It guarantees better brand loyalty.

57. Mark is considering purchasing a new AB

smartphone online. He has been re-
searching various options and com-
paring prices on different e-com-
merce platforms. After reviewing and
comparing specifications, Mark found
a model he liked on Amazon. Howev-
er, he's hesitant to purchase because
he's unsure about the delivery time
and return policy. In this case, how
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can Amazon encourage Mark to make

the purchase? (Check all that apply)

A. By offering expedited shipping op-

tions and providing estimated deliv-
ery dates during checkout.
B. By highlighting their hassle-free re-
turn policy, Mark can be assured that
he can return the smartphone if un-
satisfied.
C. By providing live chat support
where Mark can inquire about deliv-
ery details and return procedures.
D. Mark is assured he's getting the
best deal possible by offering a price
match guarantee.

58. What is brand loyalty?(NHUNG C

HOÀNG)
A. The financial value of a brand
B. The market share of a brand
C. The extent to which customers con-
sistently choose a brand
D. The visual representation of a
brand's identity

59. For marketers, logo is the most diffi- B

cult to change in the brand element
A. true
B. false

60. Step 6 "Behavior" in information pro- D

cessing model of communication is (Six Steps for. an Effective Form of Marketing Com-
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__? munication:
1. Exposure: A person must see or hear the com-
A. A person must plan to act in the de- munication
sired manner of the communication. 2. Attention: A person must notice the communica-
B. A person must understand the in- tion
tended message or arguments of the 3. Comprehension: A person. must understand the
communication. intended message or arguments of the communi-
C. A person must plan to act in the de- cation
sired manner of the communication 4. Yielding: A person must respond favorably to the
D. A person must actually act in the intended message or arguments of the communi-
desired manner of the communica- cation
tion. 5. Intentions: A person must plan to act in the
E. A person must respond favorably to desired manner of the communication.
the intended message or arguments 6. Behavior- A person must actually act in the de-
of the communication sired manner of the communication.)

61. The depth of brand awareness will in- A

fluence the likelihood that the brand
comes to mind, whereas the breadth
of brand awareness describes the dif-
ferent types of situations in which the
brand might come to mind.
A. True
B. False

62. What kind of strategy does Samsung B

Galaxy C8 mobile phone apply:
A. Create a new brand;
B. Adopt or modify an existing brand;
C. Combine an existing and a new
brand
D. Extend brand association
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63. Having compelling proof points and D

RTBs are often critical to the de-
liverability aspect of a ____?(NHUNG
HOÀNG)
A. Points - of - Parity
B. Points - of - Similarity
C. Points - of - Unique
D. Points - of - Difference

64. Category, competitive, and correla- A

tional are three types of:
A. Points - of - Parity Associations
B. Points - of - Difference Associations
C. Points - of - Similarity Associations
D. Points - of - Unique Associations

65. Outdoorsy and tough are the facets of D

.... [1. Sincerity (down-to-earth, honest, wholesome,
A. Sincerity and cheerful)
B. Excitement 2. Excitement (daring, spirited, imaginative, and
C. Competence up-to-date)
D. Ruggedness 3. Competence (reliable, intelligent, and success-
ful)
4. Sophistication (upper class and charming)
5. Ruggedness (outdoorsy and tough).]

66. Brand tracking studies are to collect AC

information from consumers:
(Check all that apply)(NHUNG
HOÀNG)
A. On a routine basis

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B. Usually qualitative
C. Usually quantitative

67. The rapid growth of Shein is putting A

pressure on fast fashion retailer like
Inditex and H&M. As a result, Indi-
tex (Zara owner) launched Lefties as
a low-priced Gen Z-focused brand to
counter Chinese-founded rival Shein
and to protect its flagship Zara brand.
In this example, which role Lefties
brand play in Inditex's brand portfo-
lio?
A. Flanker Brand
B. Cash cow Brand
C. Strategic Brand
D. High-End Brand

68. A brand audit consists of ___ steps : A

A. 2 (Brand Inventory & Exploratory)
B. 3
C. 4
D. 5

69. There are some several major market- D

ing communication options: What are
they? (NHUNG HOÀNG)
A. advertising and promotion
B. interactive marketing
C. events and experiences
D. All of them
E. None of them

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70. A famous person can: C

(check all that's not true)
A. Draw attention to a brand
B. Shape brand perceptions, by virtue
of consumers' perceptions of the fa-
mous person
C. Increase the product performance

71. Which concept describes how well the C

product or service meets customers'
more functional needs?
A. Brand salience
B. Brand imagery
C. Brand performance
D. Brand judgments

72. According to the American Marketing B

Association (AMA), a brand is____?
A. Name, sign, symbol, or design, or a
combination of them
B. Name, term, sign, symbol, or de-
sign, or a combination of them
C. Name, term, sign, symbol, or de-
sign
D. Name, term, symbol, or design, or
a combination of them

73. Brand tracking studies, as well as B

brand audits, can provide a huge
reservoir of information about how
best to build and ________ brand equi-
ty

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A. Check
B. Measure
C. Develop
D. Grow

74. What will happen when consumers B

react more favorably to a product and
the way it is marketed when the brand
puts a advertising and other market-
ing activities?(NHUNG HOÀNG)

A. Nothing will happen

B. A brand has positive cus-
tomer-based brand equity
C. A brand has negative cus-
tomer-based brand equity
D. A brand has positive and negative
customer-based brand equity

75. What will happen when customers re- B

act more favorably to a product and
the way it is marketed when the brand
is identified than when it is not?

A. Nothing will happen

B. A brand has positive cus-
tomer-based brand equity
C. A brand has negative cus-
tomer-based brand equity
D. A brand has positive and negative
customer-based brand equity

76. A
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In general, there are several criteria

for brand elements which are_____?
A. Memorable, Meaningful, Likable,
Transferable, Adaptable, Protectable
B. Meaningful, Likable, Transferable,
Protectable, Memorable
C. Memorable, Meaningful, Transfer-
able, Adaptable, Protectable
D. Likable, Memorable, Transferable,
Protectable, Adaptable

77. Sales promotions tools offer three dis- D

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following is a
way to establish a geographic or
country-of-origin association for a
brand?(NHUNG HOÀNG)

A. Including the location in the brand

name, such as Idaho potatoes.
B. Creating a dominant theme of the
location in brand advertising.
C. Advertising campaigns promoting
the products of a specific country.
D. All of the above.

78. URLs (uniform resource locators) C

specify locations of pages on the Web
and are also commonly referred to
as:

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A. web server
B. top level domain
C. domain name
D. none of them

79. What is the purpose of conducting A

a trademark search for a potential
brand name?(NHUNG HOÀNG)
A. To ensure the availability and legal
protection of the brand name
B. To gather insights on competitors'
brand names and strategies
C. To assess consumer preferences
and associations with different brand
names
D. To evaluate the potential market
reach and demand for the new prod-
uct

80. In the free association method, sub- C

jects are asked what ........ when they
think of a brand with no more spe-
cific probe or cue than perhaps the
associated product category.(NHUNG
HOÀNG)

A. Are the benefit of the products or

services
B. Do they appreciate
C. Comes to mind

81. The free association method is used B

mainly to identify the range of pos-
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sible brand __________ in consumers'

minds.
A. Awareness
B. Associations
C. Recall
D. Recognition

82. Which advantage influences the for- C

mation and strength of the associ-
ations that make up the brand im-
age?(NHUNG HOÀNG)
A. Choice Advantages
B. Attention Advantages
C. Learning Advantages
D. Consideration Advantages

83. Daring, spirited, imaginative, and B

up-to-date are the facets of......
A. Sincerity
B. Excitement
C. Competence
D. Ruggedness

84. What is brand architecture? C

A. The visual design elements of a
brand
B. The strategic design and imple-
mentation of brand assets
C. The hierarchical structure and rela-
tionship of brands within a company's
portfolio

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D. The process of creating brand ex-

tensions

85. _____ promotes a product by not A

only communicating a product's fea-
tures and benefits but also con-
necting it with unique and interest-
ing consumer experiences. (NHUNG
HOÀNG)
A. Experiential Marketing
B. Relationship marketing
C. Mass custiomization
D. Permission marketing

86. Brand-based Comparative Approach- B

es are applicable when the market- (Kiểu hỏi khác:
ing activity under consideration rep- Brand-based Comparative Approaches are applic-
resents ________ from past marketing able when the marketing activities under consider-
of the brand.(NHUNG HOÀNG) ation of __________from past marketing strategy
A. A continuation of the brand.
B. A change A. A continuation
C. A progression B. A change
C. A progression)

87. Brand-Based Comparative Approach- C

es are useful to determine brand eq-
uity benefits related to ... margin and
premiums
A. Product
B. Quality
C. Price

88. A
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Brand-Based Comparative Approach-

es use ...... brands as benchmarks by
consumers
A. Comparative
B. Similar
C. National
D. Global

89. Which of the following factors is NOT B

important in predicting the extent of
leverage from linking the brand to an-
other entity? (NHUNG HOÀNG)
A. Awareness and knowledge of the
entity.
B. Brand's existing associations, judg-
ments, or feelings.
C. Meaningfulness of the knowledge
of the entity.

90. _____ is a complementary pricing ap- A

proach to determine the nature of
price discounts and promotions over
time that maintains consistently low,
value-based prices on major items on
a day-to-day basis.
A. Everyday low pricing
B. Reasons for Price Stability
C. Price Segmentation
D. dynamic pricing

91. ________ can be defined as the way A

by which organizations attempt to in-

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form, convince and remind customers

indirectly or directly about the brands
and products they offer.
A. Marketing communications
B. Marketing plans
C. Marketing strategies
D. None of the above

92. ____ is a set of research procedures A

designed to provide timely, accurate,
and actionable information(NHUNG
HOÀNG)
A. A brand equity measurement sys-
tem
B. A brand audit measurement sys-
tem
C. A brand equity management sys-
tem
D. A brand measurement system

93. What is the primary goal of brand mi- D

gration?
A. To target new customer segments
B. To reduce the price of a brand's
products
C. To increase the advertising budget
for a brand
D. To extend an existing brand into
new product categories markets, or
customer segments

94. D

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What is the consumers' ability to

confirm prior exposure to the brand
when given the brand as a cue?
A. Brand awareness
B. Brand knowledge
C. Brand identity
D. Brand recognition

95. Which of the following are factors in AC

favor of standardizing global market-
ing programs?(NHUNG HOÀNG)
A. Common customer needs
B. Unique local preferences
C. Favorable trade policies
D. Complex local regulations

96. As communication and media tech- A

nologies have become key catalysts
for customers' service and product re-
views, brands have strategically shift-
ed their focus to becoming more ... to
accelerate brand love amongst their
targeted markets.
A. Customer-centric
B. Product-centric
C. Service-centric
D. Review-centric

97. Brand characters can be so atten- A

tion-getting and well-liked that they
dominate other brand elements and
actually dampen brand awareness.

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A. True
B. False

98. Which is a means to trace the value B

creation process for brands, to bet-
ter understand the financial impact of
brand marketing expenditures and in-
vestments?(NHUNG HOÀNG)
A. The brand mantra model
B. The brand value chain model
C. The brand resonance model
D. The brand positioning model

99. What is the role of cultural symbols C

in brand management across geo-
graphic boundaries?
A. To establish legal protection for the
brand's trademarks
B. To measure the financial perfor-
mance of a brand
C. To communicate brand mean-
ing and create resonance with con-
sumers
D. To customize the brand offering for
each local market

100. What is the concept of cultural brand- A

ing?
A. The practice of leveraging cultural
elements to create brand resonance
B. The process of expanding a brand's
presence across different geographic

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markets
C. The measurement of a brand's fi-
nancial performance in different mar-
ket segments
D. The strategic use of a brand's equi-
ty to support market expansion

101. Brands knowledge has two compo- C

nents, they are:(NHUNG HOÀNG)
A. Brand awareness and brand recog-
nition
B. Brand image and brand recall
C. Brand awareness and brand image
D. Brand recognition and brand recall

102. Applications of Marketing-Based D

Comparative Approaches:
A. The dollar-metric measure of brand
commitment
B. Assessing consumer response to
different advertising strategies.
C. Explore potential brand extensions
by collecting consumer evaluations of
a range of concept statements
D. All are true

103. The kinds of intangibles can be linked A

to a brand are:
A. User profiles, Purchase and usage
situations Personality and values, His-
tory, heritage, and user experiences.
B. User profiles, Personality and val-

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ues, History, heritage, and user expe-

riences.
C. User profiles, Purchase and person-
ality, History, heritage, and user expe-
riences.
D. User profiles and usage person-
ality, Purchase and usage situations,
History, heritage, and user experi-
ences.

104. Virtually every marketing dollar spent B

today must be justified as both
effective and efficient in terms
of....(NHUNG HOÀNG)
A. Return on investment (ROI)
B. Return on marketing investment (R
O M I)
C. Profit

105. Quantitative Research Techniques, B

brand awareness, related to the
strength of the brand in memory, re-
flected by consumers' ability to iden-
tify various brand

A. Usages
B. Elements
C. Personality
D. Characteristics

106. ...is a measurement of the attachment C

that a customer has to a brand
A. Brand equity
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B. Brand recall
C. Brand loyalty
D. Image

107. Which of the following statements is B

NOT true regarding leveraging a cor-
porate brand?
A. A corporate brand can evoke asso-
ciations of common product attribut-
es, benefits, or attitudes.
B. Leveraging a corporate brand is al-
ways useful for large companies.
C. Large companies sometimes intro-
duce new brands to convey a "small-
er" image.
D. Leveraging a corporate brand can
provide insights into emerging corpo-
rate priorities.

108. Sales promotions tools offer three dis- D

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following is NOT one of
the ways to leverage secondary asso-
ciations to build brand equity?
A. Linking the brand to the company
making the product.
B. Linking the brand to the country or
geographic location of origin.
C. Linking the brand to retailers or
other channel members.
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D. Linking the brand to direct com-

petitors in the market.

109. What is the role of concept test- B

ing in the new product development
process?
A. To assess the financial viability of
the new product
B. To gather feedback from potential
customers regarding the product con-
cept
C. To determine the appropriate pric-
ing strategy for the new product
D. To evaluate the effectiveness of the
brand's marketing communication

110. Marketing-Based Comparative Ap- B

proaches examine consumer re-
sponse based on changes in the ......
program(NHUNG HOÀNG)
A. Communications
B. Marketing
C. Sales

111. The online programs and activities A

designed to engage prospects or
customers and indirectly generate
awareness, enhance image or sup-
port sales of services and products is
....
A. Interactive marketing
B. Direct marketing

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C. Personal selling
D. Advertising

112. Which of the following is NOT a D

brand architecture strategy?(NHUNG
HOÀNG)
A. Branded house
B. House of brands
C. Hybrid brand
D. Store brand

113. Numerous forms of short-term incen- A

tives to promote trial or buying of a
service of product is ...
A. Sales promotion
B. Direct marketing
C. Events and experiences
D. Advertising

114. Brand elements is also known as ... B

A. Customers' awarenes of a brand
B. Key factors that make up brand
identity
C. Brand images
D. Customes' ability to recall about a
brands product

115. What is the role of brand alliances in C

managing brands across market seg-
ments?(NHUNG HOÀNG)
A. To target specific market segments
with customized offerings
B. To establish legal protection for the
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brand's intellectual property globally

C. To leverage the brand equity of
partner brands for mutual benefit
D. To measure changes in brand
awareness over time

116. What is licensing in the context of C

brand marketing?
A. Modifying existing logos and char-
acters for marketing purposes.
B. Creating contractual arrangements
to share production costs with other
brands.
C. Renting another brand to con-
tribute to the brand equity of a prod-
uct.
D. Selling the rights to use a brand
name for a fixed fee.

117. From the perspective of both the D

firm and consumers, packaging must
achieve several objectives:
A. Assist in at-home storage, Aid prod-
uct consumption.
B. Identify the brand, Convey descrip-
tive and persuasive information.
C. Facilitate product transportation
and protection.
D. All of the above

118. What does brand salience measure? C

A. Various aspects of the awareness of

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the brand.
B. How easily and often the brand
is evoked under various situations or
circumstances.
C. Both A and B
D. None of them

119. What is sometimes called the "last D

five seconds of marketing" as well as
"permanent media" or "the last sales-
man."?)(NHUNG HOÀNG)
A. Brand name
B. Logo
C. Jingle
D. Packaging

120. How many major categories have C

researchers classified products and
their associated attributes or benefits
into?
A. 2
B. 5
C. 3
D. 4

121. What is the concept of brand reso- A

nance?
A. The emotional connection con-
sumers have with a brand
B. The financial value of a brand
C. The advertising and promotional

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activities of a brand
D. The market share of a brand

122. What is a short, three - to five-word A

phrase that captures the irrefutable
essence or spirit of the brand posi-
tioning ?(NHUNG HOÀNG)
A. Brand Mantra
B. Slogan
C. Tagline
D. Brand functions

123. The coherence of a brand identity de- D

pends on the consistency of:
A. Brand equity
B. Brand characters
C. Brand slogans
D. Brand elements

124. Vietnam Airlines, Bamboo Airlines D

and Vietjet Air vary their prices for dis-
tinct market groups and value percep-
tions.
Which value-pricing strategy is ap-
plied in this sector?
A. Product Costs
B. Communication Value
C. Product Prices
D. Price Segmentation

125. Brand names, URLs, logos, symbols, A

characters, spokespeople, slogans,
jingles, packages, and signage... are
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example of...(NHUNG HOÀNG)

A. Brand elements
B. Brand image
C. Brand performance
D. Brand awareness

126. Channels of distribution can directly C

affect the ..... of the brands they sell.
A. Quality
B. Performance
C. Equity
D. Attributes

127. Which segmentation bases are of- C

ten most valuable in understanding
branding issues?
A. Demographic
B. Psychographic
C. Behavioral
D. Geographic

128. Check all that's not true A

A. With ingredient branding, a firm
cannot generate greater sales at a
higher margin.
B. Ingredient branding creates brand
equity for materials, components, or
parts that are contained within other
branded products.
C. Branded ingredients are often a
signal of quality.
D. Uniformity and predictability of in-

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gredient brands can reduce risks and

reassure consumers.

129. Seminars, Annual reports, publica- C

tions and press kits are examples of
A. Direct marketing
B. Word-of-mouth marketing
C. Public relations and Publicity
D. Advertising

130. What is the main risk associated with A

brand extensions? (Kiểu hỏi khác: Which of the following is potential
A. Dilution of the parent brand's im- risk associated with brand extensions?
age a. Increased brand loyalty
B. Inconsistency in brand messaging b. Enhanced brand image
C. Increased competition among c. Dilution of the parent brand's equity
sub-brands d. Reduced marketing costs)
D. Limited market reach for the new
product

131. Generally, a brand is identified as C

an....(NHUNG HOÀNG)
A. Tangible asset
B. Liquid
C. Intangible asset
D. Short-term asset

132. How does brand architecture impact A

consumer perception?
A. It influences their perception of
brand quality and value
B. It determines their brand loyalty
and purchase behavior
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C. It affects their emotional connec-

tion with the brand
D. It shapes their awareness and
recognition of the brand

133. What is the role of brand extensions C

in brand management?
A. To protect the brand's intellectual
property
B. To generate additional revenue for
the brand
C. To diversify the brand's product
portfolio
D. To increase brand loyalty among
existing customers

134. What is the purpose of concept test- B

ing in the new product development
process?
A. To assess the financial viability of
the new product
B. To gather feedback from potential
customers regarding the product con-
cept
C. To determine the appropriate pric-
ing strategy for the new product
D. To evaluate the effectiveness of the
brand's marketing communication

135. What are the six steps of an effective A

form of marketing communication? (Kiểu hỏi khác: Six steps for an effective form of
A. Exposure - Attention - Comprehen- marketing communications)

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sion - Yielding - Intentions - Behavior

B. Exporsure - Attention - Comprehen-
sion - Intentions - Yielding - Behavior
C. Information - Attention - Compre-
hension - Intentions - Yielding - Be-
havior
D. Attention - Comprehension - Inten-
tions - Behavior - Exposure - Yielding

136. A brand is:(NHUNG HOÀNG) D

A. term, sign, symbol, or design, or
combination
B. intended to identify the goods and
services
C. to differentiate them from those of
competition
D. All of the above

137. Brand judgments are consumers' per- B

sonal opinions about the brands, this (Kiểu câu khác:
includes the differences among_ Brand judgments are customers' personal opin-
A. Brand elements and imagery asso- ions about and evaluations of the brand, which
ciations. consumers form by putting together all the differ-
B. Brand performance and imagery ent:
associations.
C. Brand performance and brand A. Brand elements and imagery associations.
recognitions. B. Brand performance and imagery associations.
D. Brand elements and brand recogni- C. Brand performance and brand recognitions.
tion. D. Brand elements and brand recognition.)

138. Conjoint Analysis is ..... multivariate A

technique that enables marketers to

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profile the consumer decision process

with respect to products and brands.
A. Survey-based
B. Research-based
C. Analysis-based

139. The classic projective technique, B

"Completion and Interpretation
Tasks" uses incomplete or ambiguous
stimuli to elicit consumer thoughts
and.
A. Concerns
B. Feelings
C. Analysis
D. Comparison

140. What is the role of mar- A

ket segmentation in managing
brands across geographic bound-
aries?(NHUNG HOÀNG)
A. To target specific market segments
with customized offerings
B. To establish a consistent brand im-
age across all geographic markets
C. To maximize profits by targeting
high-value market segments
D. To protect the brand's intellectual
property rights globally

141. Other geographic associations be- ABC

sides country of origin are possible
such as:

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(check all that apply)

A. States.
B. Regions.
C. Cities.
D. People.

142. Which of these statements is untrue? C

A. Marketers should fully understand

consumer perceptions of value for
pricing strategies.

B. Successful brands often create

strong, favorable, and unique brand
associations, with both functional a
symbolic benefits.

C. From a brand equity perspective,

consumers do not have to find the
price of the brand appropriate and
given the benefits they receive from
the product and its relative advan-
tages over competitive offerings, am
other factors.

D. Marketers personalize their con-

sumer interactions through experien-
tial and relationship marketing

143. Which of the following is NOT a poten- C

tial benefit of implementing a strong
brand architecture?(NHUNG HOÀNG)
A. Improved brand loyalty
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B. Enhanced brand image and reputa-

tion
C. Reduced marketing costs
D. Increased brand differentiation

144. What is the purpose of brand migra- B

tion in managing brands across geo-
graphic boundaries?
A. To extend a brand into new product
categories
B. To adapt the brand's marketing
strategy to suit local preferences
C. To establish legal protection for the
brand's intellectual property globally
D. To measure changes in brand
awareness over time

145. Coca-Cola, a well-established global C

beverage brand, partnered with The
Walt Disney Company, a renowned
entertainment and media conglom-
erate. Disney is widely recognized
for its family-friendly entertainment
beloved characters, and immersive
theme park experiences. By associ-
ating itself with Disney, Coca-Cola
sought to tap into the positive emo-
tions, nostalgia, and sense of wonder
that consumers have towards Disney.
Coca-Cola incorporated Disney's char-
acters, such as Mickey Mouse and Dis-
ney princesses, into its branding and
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advertising campaigns....

A. The uniqueness of the associa-

tions, judgments, or feelings con-
sumers have about the entity.
B. The extent of brand awareness and
knowledge consumers have about
the secondary entity.
C. The transferability of specific asso-
ciations from the entity to the brand.
D. The relevance and meaningfulness
of the brand knowledge associated
with the entity.

146. In a notion of brand architecture, B

what is the relationship between
the corporate and the brand's prod-
ucts?(NHUNG HOÀNG)
A. They are completely independent
of each other
B. The corporate brand is more promi-
nent than the product brands
C. The product brands are more
prominent than the corporate brand
D. The corporate and product brands
have equal prominence

147. Brand awareness consists of? D

A. Brand recognition, brand image
and brand recall
B. Brand image and brand recall
C. Brand recognition and brand im-

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age
D. Brand recognition and brand recall

148. ____represent a special type of brand A

symbol-one that takes on human
or real-life characteristics(NHUNG
HOÀNG)
A. Characters
B. Ambassador
C. Mascot
D. All of the above

149. A key change that makes marketers C

have to pay special attention to the
emergence of social media platforms
in branding is that:

A. Consumers can write reviews about

brands.
B. Brands can reach more people in
different places at the same time with
the same content.
C. Brands - consumers communica-
tion have become symmetrical. Whilst
consumers are increasingly content
producers that meet and share in-
formation and reviews about brands
with each other, brands can now have
a 360-degree review of a consumer
and their target audience.
D. Brands can no longer keep their
product and service prices exclusive

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to those who come to their stores be-

cause consumers share all the infor-
mation online.

150. Which of these statements is true? D

A. Only direct channels can optimise
branded experience for consumers.
B. All brands are following compa-
ny-owned-stores as they want to en-
sure the best branded experience for
their consumers
C. Even though price segmentation is
applied by companies to identify and
optimise their markets, dynamic pric-
ing is not encouraged to be imple-
mented for market segments.
D. Marketing initiatives and programs
are the essential means through
which companies build brand equity.

151. Company-sponsored programs and C

activities planned to create spe-
cial brand related interactions are
....(NHUNG HOÀNG)
A. Sales promotion
B. Direct marketing
C. Events and experiences
D. Advertising

152. What is the role of brand extensions B

in leveraging brand equity?
A. To reduce the risk associated with

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introducing new products

B. To generate additional revenue for
the brand through diverse product of-
ferings
C. To protect the brand's intellectual
property from competitors
D. To establish legal ownership of
a brand name across multiple cate-
gories

153. What is the key concept behind the B

"brand leverage" theory in the context
of brand extensions?
A. Maximizing marketing investments
for the new product
B. Leveraging the equity of an existing
brand to drive success for a new prod-
uct
C. Targeting new customer segments
with a brand extension
D. Establishing a distinct positioning
for the new product

154. What is the sales approach that pro- C

vides the customer with an integrated
experience, across all channels, on-
line and offline, on various devices?
A. Direct channel
B. Indirect channel
C. Omnichannel
D. Single channel

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155. What is the objective of brand reposi- D

tioning?
A. To target new customer segments
B. To reduce the price of a brand's
products
C. To increase the advertising budget
for a brand
D. To alter the perception and image
of a brand

156. Which of the following is NOT a po- D

tential benefit of a successful brand
extension?(NHUNG HOÀNG)
A. Reduced marketing costs
B. Enhanced brand image
C. Increased customer loyalty
D. Decreased brand equity

157. Which of the following is NOT men- D

tioned as a means to leverage sec-
ondary brand associations?
A. Companies (through branding
strategies)
B. Countries or other geographic ar-
eas (through identification of product
origin)
C. Channels of distribution (through
channel strategy)
D. Packaging design (through visual
appeal)

158. C

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Ikea (a furniture Brand) is strongly

linked to:
A. A City
B. A Company
C. A Country
D. Not any of the above

159. What is brand positioning?(NHUNG C

HOÀNG)
A. The legal protection of a brand's
intellectual property
B. The process of selecting a suitable
brand name
C. The marketing strategy that de-
fines how a brand wants to be per-
ceived by its target market
D. The consumer perception of a
brand's advertising campaigns

160. Once a sufficient level of brand aware- A

ness is created, marketers can put
more emphasis on____?
A. Brand image
B. Brand recognition
C. Brand recall
D. Brand benefits

161. How can sponsered events contribute C

to brand equity?
A. By decreasing brand awareness
and adding new associations.
B. By improving brand uniqueness

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and unfavorability.
C. By transferring associations and
improving brand awareness and fa-
vorability.
D. By reducing brand credibility and
weakening existing associations.

162. The brand equity management sys- D

tem consists of:(NHUNG HOÀNG)
A. Brand Charter or Bible
B. Brand Equity Report
C. Brand Equity Responsibilities
D. All are true

163. Nike used "Prepare for Battle" and B

"Quick Can't Be Caught" (basketball);
"Write the Future" (World Cup); "My
Better Is Better" (multisport); and
"Here | Am" (women) as:

A. Slogans
B. Taglines
C. Brand mantras
D. Campaign name

164. What is the role of market test- D

ing in the new product development
process?
A. To evaluate the new product's per-
formance in a controlled environ-
ment
B. To determine the appropriate dis-
tribution channels for the new prod-
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uct
C. To gather insights on competitors'
strategies for similar products
D. To assess the potential demand
and acceptance of the new product in
the target market

165. Microsoft and Oracle, Apple and A

Google are examples of strategic part-
nership under the...(NHUNG HOÀNG)
A. Business-to-Business setting
B. Brand-to-Product setting
C. Business-to-Customer setting
D. Tech-to-Business setting

166. To provide central coordination, the B

firm should establish a position re-
sponsible for overseeing the........ of
the brand charter and brand equity
reports.
A. Understanding
B. Implementation
C. Usage

167. Down-to-earth, honest, wholesome, C

and cheerful are the facets of ..........
A. Competence
B. Excitement
C. Sincerity
D. Sophistication

168. The purpose of the brand inventory is A

to provide a current, comprehensive (Kiểu hỏi khác: The marketed and brand inventory
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____ of how all products and services is to provide a current, comprehensive... of how al
are marketed and branded.(NHUNG products and services)
HOÀNG)
A. Profile
B. Portfolio
C. Story
D. Landscape

169. Disney is known for its magical sto- B

rytelling and immersive experiences
that captivate customers of all ages.
Through its marketing efforts, Disney
ensures that customers are exposed
to its brand across various chan-
nels, including IV advertisements, so-
cial media, and theme park promo-
tions. The company's attention to de-
tail in creating visually stunning and
emotionally engaging content grabs
the viewers' attention, making them
notice and remember the commu-
nication. Furthermore, Disney's sto-
rytelling techniques and well-crafted
messages allow customers to com-
prehend the intended messages and
arguments effectively. By creating an
lotional connection and portraying
memorable characters and stories,...
Which of the following steps in the
persuasion process is exemplified by
Disney's marketing strategy to capti-
vate customers' minds?
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A. Exposure
B. Yielding
C. Intentions
D. Comprehension

170. Brand names that are simple and easy A

to pronounce or spell, familiar and
meaningful, and different, distinctive,
and unusual can obviously improve
brand awareness.(NHUNG HOÀNG)
A. True
B. False

171. What is the purpose of a global brand D

ambassador?
A. To promote the brand in a specific
geographic market
B. To oversee brand localization ef-
forts
C. To establish legal protection for the
brand's trademarks
D. To represent the brand across dif-
ferent geographic markets

172. Which brand architecture strategy A

emphasizes a strong focus on the cor-
porate brand, with individual product
brands having less prominence?
A. Branded house
B. House of brands
C. Hybrid brand
D. Store brand

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173. Which brand architecture strategy al- B

lows for greater flexibility in launching
new products or entering new mar-
kets?
A. Branded house
B. House of brands
C. Hybrid brand
D. Store brand

174. Which brand architecture strategy is D

commonly used by retail companies?
A. Branded house
B. House of brands
C. Hybrid brand
D. Store brand

175. Three main branding options exist for D

a new product are:
A. Create a new brand
B. Adopt or modify an existing brand
C. Combine an existing and a new
brand
D. All are true

176. What is the primary goal of a brand A

positioning strategy for a new prod- (Kiểu hỏi khác: What is the purpose of brand's
uct? positioning strategy?)
A. To differentiate the new product
from competitors
B. To maximize marketing invest-
ments for the new product
C. To target a broad audience for the

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new product
D. To establish brand loyalty among
existing customers

177. What is the role of sub-brands within B

a brand architecture?
A. To differentiate product variations
within a brand
B. To establish independent brand
identities within a portfolio
C. To minimize competition among dif-
ferent brands
D. To create brand extensions for the
parent brand

178. What kind of product risk does the B

product result in embarrassing oth-
ers?
A. Psychological risk
B. Social risk
C. Physical risk
D. Functional risk

179. In 2000, John Deere revamped its C

deer trademark for the first time in
32 years, making the animal appear
to be leaping up rather than land-
ing. This is an example of:(NHUNG
HOÀNG)

A. Logos and symbols are often easily

recognized and can be a valuable way
to identify products.
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B. Abstract logos offer advantages

when the full brand name is difficult
to use for any reason.
C. Logos can be easily adapted over
time to achieve a more contemporary
look.
D. Logos transfer well across cultures
and over a range of product cate-
gories.

180. The projective technique, "Compari- ABCD

son Tasks" asks consumers to convey
impressions by comparing brands to:
(check all that apply)
A. People
B. Countries
C. Animals
D. Activities

181. What are the two key dimensions of C

brand architecture?(NHUNG HOÀNG)
A. Brand extension and brand loyalty
B. Brand positioning and brand im-
age
C. Brand structure and brand portfo-
lio
D. Brand identity and brand equity

182. Muji is famous for its full-service A

store that offers a complete range of
Muji-branded products, ranging from
comfortable daily clothes to house-

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hold products. All of Muji stores follow

a certain concept and all of the lo-
cal stores are inter-connected so that
customers can pick up any products
at any store they like.
The channel types that Muji is apply-
ing is:
A. Direct channel
B. Indirect channel
C. Omnichannel integration
D. Open channel

183. In recent years, the Michelin Guide's A

recognition of restaurants in Vietnam
has created a significant buzz and
excitement among food enthusiasts.
The restaurants that receive the pres-
tigious Michelin star designation gain
recognition for their exceptional culi-
nary experiences. Firstly, their leave a
lasting impression on diners through
innovative and delectable dishes that
showcase unique flavors and presen-
tations....
Which of the following list of brand
element criteria is exemplified by the
recent hype of restaurants receiving
the Michelin star in Vietnam?
A. Memorable - Meaningful - Lik-
able - Transferable - Adaptable - Pro-
tectable
B. Fame - Endorsement - Likeable -
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Protectable - Flexibility - Credibility

C. Fame - Likeable - Protectable - Flex-
ibility - Credibility
D. Memorable - Likable - Transferable
- Adaptable - Protectable - Endorse-
ment

184. What is the rationale behind us- D

ing celebrity endorsers in marketing
strategies?(NHUNG HOÀNG)
A. To generate revenue through
celebrity merchandise.
B. To target specific international mar-
kets.
C. To lower production costs by utiliz-
ing famous personalities.
D. To increase product awareness and
image.

185. Advantages of co-branding are: D

(Check all that's not true)
A. Borrow needed expertise
B. Leverage equity you don't have
C. Reduce cost of product introduc-
tion
D. Risk of brand equity dilution

186. Disadvantages of co-branding are ACD

(check all):
A. loss of control
B. expand brand meaning into related
categories

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C. negative feedback effects

D. lack of brand focus and clarity

187. Which of the following statements is A

true regarding leveraging secondary
brand associations?

A. Leveraging secondary brand asso-

ciations may involve some risks and a
loss of control over the brand image.
B. Leveraging secondary brand asso-
ciations always guarantees a compet-
itive advantage over competitors.
C. Marketers should only choose enti-
ties that have similar associations to
their brand.
D. Complementarity branding strate-
gies are not strategically important
for delivering the desired brand posi-
tion.

188. In the context of brand architecture, B

what does the term "cannibalization"
refer to?
A. The process of launching a new
brand within an existing category
B. The negative impact of a new brand
on the sales of existing brands within
the same portfolio
C. The strategic allocation of market-
ing budgets among different brands
D. The practice of extending the

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brand's reach to international mar-

kets

189. Two particularly important criteria are D

how well the brand element conveys
the following.(NHUNG HOÀNG)

A. General and specific information

about the function of the product or
service.
B. General and specific information
about particular attributes and bene-
fits of the brand
C. General information about partic-
ular attributes and benefits of the
brand and specific information about
the function of the product or service.
D. General information about the
function of the product or service and
specific information about particular
attributes and benefits of the brand.

190. What are the two key concepts in D

defining brand architecture?
A. Brand positioning and customer
segmentation
B. Brand management and brand per-
formance
C. Brand equity and brand manage-
ment
D. Brand portfolio and brand hierar-
chy

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191. Many practicing managers refer to a D

brand as _?
A. Something that has created a cer-
tain amount of reputation
B. Something that has created a cer-
tain amount of awareness
C. Both A and B
D. Something that has created a cer-
tain amount of awareness, reputa-
tion, prominence

192. What is brand localization? B

A. The process of targeting specific
market segments with customized of-
ferings
B. The practice of adapting a brand's
marketing strategy to suit local pref-
erences
C. The measurement of brand equity
in different geographic regions
D. The strategic use of a brand's equi-
ty to support market expansion

193. Sales promotions tools offer three dis- C

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Secondary brand associations are
most likely to influence consumer
evaluations when: (NHUNG HOÀNG)

A. Consumers have high motivation to

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judge product-related concerns.

B. Consumers possess extensive
knowledge about the appropriate
brand.
C. Consumers lack motivation or abili-
ty to judge product-related concerns.
D. Consumers prioritize primary
brand associations over secondary
considerations.

194. Sales promotions tools offer three dis- A

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following statements
is true regarding the link between
brands and their country or geo-
graphic location of origin?
A. Consumers tend to choose brands
with strong national ties to maximize
product utility.
B. Consumers are indifferent to the
country of origin when selecting
brands.
C. Brands with strong national ties
have a weak point-of-difference in the
market.
D. Consumers' beliefs about products
from certain countries have no influ-
ence on their brand choices.

195. C
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Sales promotions tools offer three dis-

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
How can third-party sources con-
tribute to brand perceptions?

A. By offering product replacements

or refunds.
B. By featuring endorsements from
leading magazines.
C. By cultivating an image of quality
through rankings and awards.
D. By driving sales through clever
marketing strategies.

196. Sales promotions tools offer three dis- B

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following best de-
scribes ambush marketing in relation
to sponsorship confusion? (NHUNG
HOÀNG)

A. It is a strategy where advertisers

pay for the right to be Olympic spon-
sors.
B. It is a tactic used by non-sponsoring
companies to falsely associate them-
selves with the Olympics.
C. It is a method employed by official

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sponsors to protect their rights and

prevent competition.
D. It is a promotional activity car-
ried out by the International Olympic
Committee (IOC) to reduce clutter.

197. Sales promotions tools offer three dis- C

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
What is a key consideration when se-
lecting a celebrity spokesperson?

A. The celebrity's popularity in a wide

range of industries.
B. The celebrity's willingness to en-
dorse multiple brands.
C. The logical fit between the celebrity
and the brand.
D. The celebrity's ability to create con-
troversies.

198. Sales promotions tools offer three dis- D

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following examples illus-
trates corporate trademark licensing?

A. Nike licensing its logo to a sports

apparel company.
B. Coca-Cola licensing its brand name

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to a clothing manufacturer.
C. Apple licensing its technology to a
software development company.
D. Walt Disney licensing its name to a
polo shirt and a key chain.

199. Sales promotions tools offer three dis- D

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following is a necessary
requirement for successful co-brand-
ing?

A. Both brands must have a high level

of brand awareness.
B. Both brands must have a strong,
favorable, and unique association.
C. Both brands must have positive
consumer judgments and feelings.
D. All of the above.

200. Sales promotions tools offer three dis- A

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following statements
best describes the challenges faced
by brands in industries like oil and gas
or financial services?

A. Brands in these industries often

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face skepticism or suspicion from the

public, regardless of their actions.
B. Consumers generally have positive
opinions about brands in the oil and
gas or financial services industry.
C. Brands in these industries enjoy
seamless public acceptance without
any adverse consequences.
D. Brands in these industries are im-
mune to negative public perceptions
due to their established reputation.

201. Sales promotions tools offer three dis- D

tinctive benefits to marketers. Among
these benefits are communication, in-
vitation, and
Which of the following statements
about the creation of new brand asso-
ciations is true? (NHUNG HOÀNG)

A. Secondary brand associations have

the most impact on evaluations of
a new product when consumers are
highly motivated and knowledgeable
about product-related concerns.
B. Consumers are more likely to rely
on secondary considerations when
they have strong preferences for a
particular brand.
C. Linking a brand to another entity
has no effect on existing brand asso-
ciations.
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D. Cognitive consistency suggests

that consumers may infer that asso-
ciations, judgments, or feelings about
the linked entity also apply to the
brand.

202. ...can enhance brand equity by allow- B

ing consumers to better understand-
ing the depth, breadth, and variety
of the products associated with the
brand, as well as any distinguishing
characteristics.(NHUNG HOÀNG)
A. Indirect channels
B. Direct channels
C. Omnichannels
D. Online channels

203. Which of the following is an example A

of a co-branding strategy?
A. Nike partnering with Apple for the
development of fitness-tracking de-
vices
B. Coca-Cola introducing a new flavor
variant of its soft drink
C. Amazon launching a new line
of electronic devices under its own
brand
D. Toyota expanding its product line to
include luxury vehicles

204. Which of the following is an example B

of a line extension?

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A. Apple launching a new line of

smartphones
B. Coca-Cola introducing a new flavor
variant of its soft drink
C. Amazon entering the online
streaming service market
D. Nike expanding its product line to
include sports equipment

205. ... can influence brand equity through C

the actions and support of interme-
diaries such as retailers, as well as
the transfer of any associations these
intermediaries might have with the
brand.(NHUNG HOÀNG)
A. Omnichannels
B. Online channels
C. Indirect channels
D. Direct channels

206. What is co-branding in secondary A

brand association?
A. The combination of two or more
existing brands into a joint product or
joint marketing effo
B. The practice of extending a brand
into several new products.
C. The licensing of a brand to various
vendors.
D. The alliance of multiple brands in
the credit card market.

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207. What is the concept of brand architec- C

ture?
A. The visual representation of a
brand's identity
B. The legal framework protecting a
brand's trademarks
C. The organization and structure of a
brand's product portfolio.
D. The financial value of a brand

208. Any paid type of non-personal promo- D

tion and presentation of goods, ser-
vices or ideas by an identified sponsor
is(NHUNG HOÀNG)
A. Sales promotion
B. Direct marketing
C. Events and experiences
D. Advertising

209. From the view of creating brand equi- B

ty, marketers need to be....

A. Media sensitive
B. Media neutral
C. Media biased
D. None of the above

210. In a branded house brand architec- B

ture, what is the relationship between
the corporate and product brands?

A. They are completely independent

of each other
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B. The corporate brand is more promi-

nent than the product brands
C. The product brands are more
prominent than the corporate brand
D. The corporate and product brands
have equal prominence

211. Brand attitudes are consumers' over- A

all evaluations of a brand and
often form the basis for brand
choice. Brand attitudes generally de-
pend on specific attributes of the
brand.(NHUNG HOÀNG)
A. True
B. False

212. Brand______is a means to provide C

in-depth information and insights es-
sential for setting long-term strategic
direction for the brand
A. Recalling
B. Edit
C. Audit
D. Designing

213. The sixth outcome of Market perfor- C

mance is:
A. Brand expansion
B. Cost structure
C. Brand profitability
D. Market share

214. D
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Several programs planned to protect

or promote a company's image, or its
products is known as.....
A. Sales promotion
B. Direct marketing
C. Events and experiences
D. Public relations and publicity

215. What is the purpose of market re- D

search in managing brands across
market segments?(NHUNG HOÀNG)
A. To measure the financial perfor-
mance of a brand
B. To identify potential brand exten-
sions opportunities
C. To assess changes in brand aware-
ness over time
D. To gather insights about consumer
behavior and preferences

216. What does CBBE (in the "Strate- D

gic Brand Management" book) stand
for?
A. Customer-Based Brand Element
B. Consumer-Based Brand Element
C. Consumer-Based Brand Equity
D. Customer-Based Brand Equity

217. Which is the revenue-generating el- D

ement of the traditional marketing
mix?
A. Product

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B. Place
C. Promotion
D. Pricing

218. Quantitative Research Techniques, A

brand image, are useful for mar-
keters to make a distinction between
:(NHUNG HOÀNG)
- Lower-level considerations ( perfor-
mance and imagery )
- Higher-level considerations ( ....... )
A. Judgments and feelings
B. Customer relationships
C. Brand resonance

219. Brand meaning is made up of two ma- C

jor categories of brand associations
related to:
A. Performance and attributes
B. Attributes and imagery
C. Performance and imagery
D. Performance, attributes and im-
agery

220. Estée Lauder cosmetics, Porsche au- C

tomobiles, and Orville Redenbacher
popcorn are examples of?
A. The brand names based on places
B. The brand names use words with
inherent product meaning
C. The brand names based on peo-

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ple's names
D. None of them

221. According to the "sound symbolism" C

theory, which type of brand name is
likely to evoke a sense of speed and
agility?(NHUNG HOÀNG)
A. Descriptive brand name
B. Arbitrary brand name
C. Suggestive brand name
D. Acronym brand name

222. Customer Mind-set is the ___ stage in B

"The brand value chain model" (1. Marketing Program Investment: - Product -
A. First Communications
B. Second - Trade - Employee - Other
C. Third 2. Customer Mind-Set: - Awareness - Associations
D. Fourth - Attitudes
- Attachment - Activity
3. Market Performance: - Price premiums - Price
elasticities
- Market share - Expansion success - Cost struc-
ture
- Profitability
4. Shareholder Value: - Stock price - P/E ratio -
Market capitalization

223. Brand Associations is one of the five C

measures of:(NHUNG HOÀNG)
A. Marketing Program Investment
B. Program Quality Multiplier

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C. Customer Mind - Set

D. Marketplace Conditions Multiplier

224. What is the primary challenge of C

implementing a sub-brand architec-
ture?
A. Maintaining consistency across dif-
ferent product brands
B. Establishing a strong corporate
brand identity
C. Balancing the autonomy of individ-
ual brands with the corporate brand's
influence
D. Creating brand extensions for each
product brand

225. The more __________ the market, the A

more likely that the firm will be able to
implement marketing programs that
meet the needs of consumers in any
one segment.
A. finely segmented
B. diversity segmented
C. widely segmented
D. none of them

226. How many lines are there in naming B

procedures?(NHUNG HOÀNG)
A. 5
B. 6
C. 7
D. 8

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227. Retailers have their own brand im- D

ages in consumers' minds due to the
following associations:
A. Product assortment
B. Pricing and credit policy
C. Quality of service
D. All are true

228. *Which advantages create a high level A

of brand awareness?
A. Choice Advantages
B. Attention Advantages
C. Learning Advantages
D. Consideration Advantages

229. How many types of attributes and C

benefits often underlie brand perfor- (Kiểu hỏi khác:
mance? How many levels of meaning are there for a prod-
A. 3 uct?
B. 6 A. 3
C. 5 B. 5
D. 4 C. 5
D. 6)

230. Brand personality is human ..... or A

traits that consumers can attribute to
a brand.(NHUNG HOÀNG)
A. Characteristic
B. Signatures
C. Emotions

231. What is the main goal of brand portfo- A

lio management?
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A. Maximizing brand equity for indi-

vidual brands
B. Minimizing marketing costs
C. Maintaining brand consistency
D. Reducing brand extensions

232. Brand elements, sometimes called as B

?
A. Brand equity
B. Brand identities
C. Brand characters
D. Brand signage

233. ... promotes a product not only B

by communicating a product's fea-
tures and benefits but also by con-
necting it with unique and interest-
ing customers experiences(NHUNG
HOÀNG)
A. Personalizing marketing
B. Experiental marketing
C. Relationship marketing
D. Mass customization

234. What is the purpose of a "brand po- B

sitioning statement" for a new prod-
uct?
A. To establish brand loyalty among
existing customers
B. To communicate the unique value
proposition and target market of the
new product

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C. To differentiate the new product

from competitors
D. To guide the selection of a suitable
brand name for the new product

235. What is brand equity? C

A. The financial value of a brand
B. The market share of a brand
C. The perception and value con-
sumers associate with a brand
D. The advertising budget allocated to
a brand

236. What is the primary goal of global A

brand positioning?
A. To establish a consistent brand im-
age across all geographic markets
B. To customize the brand offering for
each local market
C. To maximize profits by targeting
high-value market segments
D. To protect the brand's intellectual
property rights globally

237. What is the concept of consumer eth- B

nocentrism?(NHUNG HOÀNG)
A. The practice of adapting a brand's
marketing strategy to suit local pref-
erences
B. The extent to which consumers pre-
fer local brands over global brands
C. The measurement of brand equity

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in different market segments

D. The strategic use of a brand's equi-
ty to support market expansion

238. Why should a brand name ideally D

have a clear, understandable and un-
ambiguous pronunciation and mean-
ing?
A. Reduces the effort consumers have
to make to comprehend and process
the brand name.
B. Short names often facilitate recall
because they are easy to encode and
store in memory.
C. Encourage word-of-mouth expo-
sure that helps build strong memory
links
D. All of the above

239. What is the concept of brand equity C

leverage?
A. The process of increasing brand
awareness through social media mar-
keting
B. The ability of a brand to command
a premium price compared to its com-
petitors
C. The strategic use of a brand's equi-
ty to support the introduction of new
products
D. The legal protection of a brand's
intellectual property
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240. On Open Day, high school students B

who visit FPT University campuses are
engaged in different activities that the
University organize for them: Career
talkshows, Demo-class, Exhibitions of
Students' works and On-campus life
experience
Which concept of personalizing mar-
keting has FPT University applied?

A. Personalizing marketing
B. Experiental marketing
C. Relationship marketing
D. Mass customization

241. Brand alliances, such as co-branding, ABC

require marketers to ask themselves
questions such as:
(Check all that apply)

A. What capabilities do we not have?

B. What resource constraints do we
face (people, time, money)?
C. What growth goals or revenue
needs do we have?
D. None of the above questions

242. Which of the following is NOT a com- D

ponent of brand equity?

A. Brand awareness
B. Brand loyalty

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C. Brand profitability
D. Brand segmentation

243. What is brand revitalization? B

A. The process of introducing a new

brand into the market
B. The act of repositioning a brand in
response to marketing changes
C. The legal protection of a brand's
intellectual property
D. The measurement of brand equity
using financial metrics

244. What is the purpose of brand au- D

dits?(NHUNG HOÀNG) (Kiểu hỏi khác:
What is the role of brand audits in brand manage-
A. To assess the financial performance ment?
of a brand A. To evaluate the effectiveness of brand advertis-
B. To evaluate the effectiveness of ing campaigns
brand advertising campaigns B. To measure changes in brand awareness over-
C. To measure changes in brand time
awareness overtime C. Assess and evaluate the current status and per-
D. To evaluate the health and position- formance of a brand
ing of a brand D. To monitor the financial performance of a
brand
->C)

245. What is the concept of a brand loyalty B

ladder?

A. The visual representation of a

brand's positioning strategy
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B. The process of establishing brand

awareness among target customers
C. The hierachial stages of customer
loyalty toward a brand
D. The measurement of brand equity
using financial metrics

246. What is brand resilience?(NHUNG C

HOÀNG)

A. The measurement of a brand's fi-

nancial performance
B. The process of extending a brand
into new markets
C. The ability of a brand to recover
from a crisis or setback
D. The strategic use of brand ele-
ments in marketing campaign

247. 4 Santa Fe cologne, Chevrolet Tahoe A

SUV, and British Airways are examples
of?(NHUNG HOÀNG)

A. The brand names based on places

B. The brand names use words with
inherent product meaning
C. The brand names based on peo-
ple's names
D. None of them

248. People-to-people oral, electronic or B

written form of communications that
associate with experiences or merits
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of buying or using services or prod-

ucts is...

A. Interactive marketing
B. Word-of-mouth marketing
C. Personal selling
D. Advertising

249. Reliable, intelligent, and successful C

are the facets of.....(NHUNG HOÀNG)

A. Ruggedness
B. Excitement
C. Competence
D. Sophistication

250. From an economic perspective, what C

benefits do brands bring to cus-
tomers?

A. The brands do not bring any benefit

to the consumers.
B. Increase brand awareness and
brand love.
C. Allow consumers to lower the
search costs for products both inter-
nally and externally.
D. Both B and C

251. A brand audit is a comprehensive ..... B

of a brand to discover its sources of
brand equity.(NHUNG HOÀNG)

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A. Test
B. Examination
C. Exploration

252. How many steps are there in the B

branding ladder?(NHUNG HOÀNG)

A. 3
B. 4
C. 5
D. 6

253. a brand of propane gas cylinders C

named Blue Rhino featuring a pow-
der-blue animal mascot with a yel-
low flame is likely to stick in the
minds of consumers is an example
of__?(NHUNG HOÀNG)

A. Adaptability
B. Meaningfulness
C. Memorability
D. Transferability
E. Likability

254. Fill in the blank: A

____ are three important characteris-
tics of defining the brand potential -
the first step in developing an archi-
tecture strategy.

A. Brand vision, Brand boundaries,

Brand positioning
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B. Brand mission, Brand boundaries,

Brand positioning
C. Brand mission, Brand challenge,
Brand positioning
D. Brand vision, Brand boundaries,
Brand mantra

255. ...is the structure of guidelines about C

branding strategy and brand ele-
ments application across all the prod-
ucts sold by the firm

A. Brand monitoring
B. Brand equity
C. Brand architecture
D. Brand recalling

256. What an ad attempts to convey about C

the brand is... (NHUNG HOÀNG)

A. Key message
B. Channel planning
C. Message strategy
D. Creative strategy

257. Hallmark, Goodyear and Dr martens B

sell their own products in their own
stores is an example of _

A. Store-within-a-store
B. Company-owned-store
C. Cooperative advertising
D. Outlet stores
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258. What is the first step to introduce A

brand extensions successfully? (Giải thích:
1. define actual and desired consumer knowledge
A. Define actual and desired con- about the brand
sumer knowledge about the brand 2. identify possible extension candidates on basis
B. Identify possible extension candi- of parent brand associations and overall similarity
dates based on parent brand associ- or fit of extension to the parent brand
ations and overall similarity or fit of 3. evaluate the potential of the extension candidate
extension to the parent brand to create equity according to the three-factor mod-
C. Consider possible competitive ad- el:
vantages as perceived by consumers -salience
and possible reactions initiated by -favorability
competitors. -uniqueness
D. Evaluate extension success and ef- 4. evaluate extension candidate feedback effects
fects on parent brand equity. according to the 4-factor model:
-compelling
-relevant
-consistent
-strong
5. consider possible competitive advantages as
perceived by consumers and possible reactions
initiated by competitors
6. design marketing campaign to maximize the
likelihood of success and potential positive feed-
back effects
7. evaluate extension success and effects on parent
brand equity)

259. The act of designing the company's D

offer and image so that it occupies
a distinct and valued place in the
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target customer's mind is?(NHUNG

HOÀNG)

A. Brand tracking
B. Brand resonance
C. Brand salience
D. Brand positioning

260. The objective of ___is to uncover the D

right blend of product quality, prod-
uct costs, and product prices that fully
satisfies the needs and wants of con-
sumers and the profit targets of the
firm

A. Product Prices
B. Price Segmentation
C. Product Costs
D. value pricing

261. A tech company, TechWave, is plan- C

ning to introduce a new line of
smart home devices under its exist-
ing brand hierarchy. The company al-
ready has a strong corporate brand,
"TechWave," and a successful family
brand, "SmartHome." They are con-
sidering introducing a new brand for
their smart lighting products called
"TechLight".
Which branding strategy is Tech-
Wave most likely employing with the

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introduction of "TechLight"?(NHUNG
HOÀNG)

A. Corporate branding
B. Family branding
C. Sub-branding
D. Individual branding

262. Chevrolet uses its high-performance C

Corvette sports car to attract cus-
tomers to its showrooms and en-
hance the image of its other cars.
What role does the Corvette play in
Chevrolet's brand portfolio?

A. Cash cow
B. Low-end brand
C. Prestige brand
D. Flanker brand

263. How many factors will building brand C

equity be based on?

A. 2
B. 3
C. 4
D. 5

264. Brand equity responsibilities clearly B

define organization... with respect to
the brand(NHUNG HOÀNG)

A. Responsibilities
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B. Responsibilities and processes

C. Processes
D. Intention

265. When customers think about cereal C

or what they should eat for breakfast
or snack, whether at the store when
making a purchase or at home when
deciding what to eat, they retrieve
about Kellogg's Corn Flakes. That is an
example of?(NHUNG HOÀNG)

A. Brand awareness
B. Brand recognition
C. Brand recall
D. Brand knowledge

266. In assessing a joint branding opportu- D

nity, marketers will ask themselves:

A. Is it a profitable business venture?

B. How does it help to maintain or
strengthen brand equity?
C. Is there any possible risk of dilution
of brand equity?
D. Does it offer any extrinsic advan-
tages such as rewarding by a third
party?

267. Which factor is LEAST likely to influ- C

ence a brand's decision to innovate its
product offerings?(NHUNG HOÀNG)

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A. Consumer demand for new fea-

tures and improvements
B. Competition from other brands in-
troducing new technologies
C. Maintaining the brand's traditional
product design without changes
D. Advances in technology that pro-
vide new product possibilities

268. ____ typically composed by profes- D

sional songwriters:(NHUNG HOÀNG)

A. Brand name
B. Logo
C. Slogan
D. Jingle

269. "Bigger and brighter" packages are A

not always better when competitors'
packages are also factored in. Given
enough shelf space, however,
manufacturers can create billboard ef-
fects with their brand to raise their
prominence and impact
What effect is mentioned in the exam-
ple above?

A. The "shelf impact"

B. The butterfly effect
C. The decoy effect
D. None of the above

270. D
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A country of geographic location from

which a product originates may::

A. become linked to the brand

B. May generate secondary associa-
tions
C. may create a strong POD for the
brand
D. All of the above

271. A highly salient brand is one that A

has:(NHUNG HOÀNG)

A. Depth and breadth of brand aware-

ness.
B. Depth or breadth of brand aware-
ness.
C. Depth and breadth of brand aware-
ness and another factor.
D. None of them.

272. Brand audit and brand tracking C

are implemented at which step in
the Strategic brand management
process?

A. Identifying and developing brand

plans
B. Designing and implementing
brand marketing programs
C. Measuring and interpreting brand
performance

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D. Growing and sustaining brand eq-

uity

273. Choose the incorrect statement about C

jingles:(NHUNG HOÀNG)

A. Jingles are musical messages writ-

ten around the brand.
B. Jingles often have enough catchy
hooks and choruses to become al-
most permanently registered in the
minds of listeners
C. Jingles can transfer as other brand
elements.
D. Jingles typically composed by pro-
fessional songwriters

274. Conjoint Analysis allows the study of B

different brands and different aspects
of the product simultaneously, such
as product composition, price, distri-
bution outlets, etc.(NHUNG HOÀNG)

A. Customers
B. Marketing programs
C. Competitors

275. Creating brand equity charters, as- C

sembling brand equity reports, and
defining brand equity responsibilities
are the 3 major steps of which sys-
tem?

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A. A brand equity measurement sys-

tem
B. A brand audit measurement sys-
tem
C. A brand equity management sys-
tem
D. A brand measurement system

276. Firms may license corporate trade- ABCD

marks to (check all):

A. generate extra revenue and profits

B. protect their trademarks
C. increase their brand exposure
D. enhance their image

277. For some people, certain brands even A

play a religious role of sorts, substi-
tute for religious practices, and help
reinforce self-worth.

A. True
B. False

278. Four types are particularly impor- C

tant when customer make judgments
concerning a brand are:(NHUNG
HOÀNG)

A. Quality, credibility, personality, and

superiority.
B. Quality, credibility, consideration,
and personality.
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C. Quality, credibility, consideration,

and superiority.
D. Quality, credibility, identity, and su-
periority.

279. If consumers have ... awareness or B

knowledge of the secondary entity,
then obviously, there is nothing they
can transfer from it.

A. a little
B. no
C. a lot of
D. strong

280. In a house of brands brand architec- A

ture, how are the individual brands
typically managed?

A. They have separate marketing

teams and budgets
B. They share marketing teams and
budgets with the corporate brand
C. The corporate brand manages all
marketing activities for the individual
brands

281. In naming procedures, potential D

sources of name can come from:

A. company management and em-

ployees
B. existing or potential customers
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C. ad agencies, professional name

consultants, and specialized comput-
er-based naming companies.
D. all of the above

282. James Bond, Transformers, and Star B

Wars are good examples of___

A. Search goods
B. Experience goods
C. Credence goods
D. None of the above

283. Leveraging the secondary association D

may (check all):(NHUNG HOÀNG)

A. Create new brand association

B. Effects on existing brand knowl-
edge
C. Risks the existing brand image
D. All of the above

284. Many firms now use Marketing-based B

comparative approaches to assess
price .... and willingness-to-pay
thresholds for different brand

A. Readiness
B. Sensitivity
C. Adjustment

285. Mustang automobiles, Dove soap, B

and Greyhound buses are examples

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of?

A. The brand names based on places

B. The brand names use words with
inherent product meaning
C. The brand names based on peo-
ple's names
D. None of them

286. On the demand side, in mature mar- B

kets especially, package innovations
cannot provide a short-term sales
boost.(NHUNG HOÀNG)

A. True
B. False

287. Profiling each product or service re- B

quires marketers to catalogue:
(check all that's NOT true)

A. Visual and written form for each

product or service sold
B. Only the brand elements attached
to the products or services
C. The inherent product attributes or
characteristics of the brand
D. Pricing, communications, and dis-
tribution policies

288. Some questions to understand cus- A

tomer ..........:(NHUNG HOÀNG)
Who buys our product or service?
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Who makes the decision to buy the

product?
Who influences the decision to buy
the product?
How is the purchase decision made?
Who assumes what role?
What does the customer buy? What
needs must be satisfied?
Why do customers buy a particular
brand?
Where do they go or look to buy the
product or service?

A. Behavior
B. Feelings
C. Thinkings
D. Perception

289. Sometimes modifying an existing slo- A

gan is more fruitful than introducing a
new slogan with a completely new set
of meanings.

A. True
B. False

290. Sporting Cultural or Other Events may C

(check all that's NOT true):

A. become associated to the brand

and improving brand awareness
B. add new associations
C. guarantee the quality of the prod-
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ucts under the brand

D. improve the strength, favorability,
and uniqueness of existing associa-
tions

291. The digital marketing review offers ABCD

the following benefits:
(check all that apply)(NHUNG
HOÀNG)

A. It can highlight whether a brand's

digital efforts are received in online
channels, relative to competitors
B. It can help unlock important cus-
tomer-level insights as well as indus-
try trends, which is made possible due
to in-depth analysis of online conver-
sations surrounding a brand. This can
be useful in developing a better pic-
ture of brand image and brand per-
sonality, as it pertains to digital chan-
nels
C. It can provide useful input to brand
strategy development and, by provid-
ing rich customer insights, the craft-
ing or refinement of the brand posi-
tioning.
D. It can act as a health check of a
brand's digital marketing and social
media stratregy and allow brand man-
agers to introduce course correction
measures if the online strategy is seen
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as inconsistent with the brand's over-

all strategy

292. The important types of brand-build- B

ing feelings are:

A. Warmth, Fun, Excitement, Security,

Social approval, Self-respect.
B. Comfortable, Fun, Excitement, Se-
curity, Social approval, Self-respect.
C. Warmth, Fun, Excitement, Security,
Social approval.
D. Warmth, Fun, Excitement, Security,
Self respect.

293. The issues facing companies regard C

to URLs are:(NHUNG HOÀNG)

A. Protect their brands from unautho-

rized use in other domain names.
B. Use coined words for new brands if
they wish to have a Web site for the
brand.
C. Both A and B
D. None of them

294. The main reason for the integration A

of content marketing or advertising
themes into the packaging is:

A. 75 million millennial population has

begun tuning out traditional advertis-
ing.
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B. Customers tend to buy products

with beautiful packaging
C. Both A and B
D. None of them

295. The performance of a brand is also C

....... on the actions taken by outside
suppliers and marketing partners.

A. Countable
B. Reactive
C. Dependent

296. The reason why the brand name is a B

fundamentally important choice is:

A. Customers only care about the

brand name when they have a need
to buy a certain product.
B. It often captures the central theme
or key associations of a product in a
very compact and economical fash-
ion.
C. Brand name is an element that
needs the least effort and time to de-
termine.
D. All of the above are incorrect.

297. The strongest affirmation of brand C

loyalty occurs when(NHUNG HOÀNG)

A. Customers often buy products of

the brand and state that they love the
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brand.
B. Customers feel a kinship or affil-
iation with other people associated
with the brand, whether fellow brand
users or customers, or employees or
representatives of the company.
C. Customers are engaged, or will-
ing to invest time, energy, money, or
other resources in the brand beyond
those expended during purchase or
consumption of the brand.
D. All of the above.

298. The three criteria play a defensive role C

for leveraging and maintaining brand
equity in the face of different oppor-
tunities and constraints.

A. Memorability, meaningfulness, and

likability
B. Memorability, meaningfulness and
adaptability
C. Transferability, adaptability, and
protectability—however
D. Transferability, memorability, and
protectability—however

299. The three criteria that are the mar- A

keter's offensive strategy and build
brand equity(NHUNG HOÀNG)

A. Memorability, meaningfulness, and

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likability
B. Memorability, meaningfulness and
adaptability
C. Transferability, adaptability, and
protectability—however
D. Transferability, memorability, and
protectability—however

300. There are many different ways to un- C

cover the types of associations linked
to the brand and their corresponding
strength, favorability, and ...........

A. Reputation
B. Ruggedness
C. Uniqueness
D. Difference

301. To emphasize the brand's "green" her- C

itage, Stevia redesigned the packag-
ing on its SweetLeaf product, chang-
ing the look and the size and promot-
ing the 100 percent recycled materials
used in its manufacture. The reason
why the company changed the pack-
aging was:

A. To signal a higher price, or to more

effectively sell products through new
or shifting distribution channels.
B. When a significant product line ex-
pansion would benefit from a com-

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mon look.
C. To accompany a new product in-
novation to signal changes to con-
sumers.
D. When the old package just looks
outdated.

302. Tracking studies play an important D

role by providing ____ baseline in-
formation to facilitate day-to-day de-
cision-making. A good tracking sys-
tem can help marketers better un-
derstand a host of important con-
siderations, such as category dynam-
ics, consumer behavior, competitive
vulnerabilities and opportunities, and
marketing effectiveness and efficien-
cy.(NHUNG HOÀNG)

A. Good
B. Important
C. Accurate
D. Consistent

303. What is brand transnationality? D

A. To measure the financial perfor-

mance of a brand
B. The strategic use of a brand's equity
to support market expansion
C. The practice of adapting a brand's
marketing strategy to suit local pref-

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erences
D. The extent to which a brand oper-
ates globally and is connected to mul-
tiple markets

304. What is market segmenta- B

tion?(NHUNG HOÀNG)

A. The process of targeting multiple

geographic markets simultaneously
B. The process of dividing a market
into distinct group of customers
C. The practice of adapting a brand's
marketing strategy to suit local pref-
erences
D. The process of establishing legal
protection for a brand's trademarks

305. What is the concept of country of ori- C

gin effect?(NHUNG HOÀNG)

A. The extent to which a brand oper-

ates globally and is connected to mul-
tiple markets
B. The strategic use of a brand's equity
to support market expansion
C. The influence of a product's coun-
try of origin on customer perceptions
and purchase decision
D. The measurement of brand equity
in differ

306. B
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What is the concept of customer eth-

nocentrism?

A. The practice of adapting a brand's

marketing strategy to suit local pref-
erences
B. The extent to which customers pre-
fer local brands over global brands
C. The measurement of brand equity
in different market segments
D. The strategic use of a brand's equi-
ty to support market expansion

307. What is the concept of globaliza- B

tion?(NHUNG HOÀNG)

A. The practice of tailoring a global

brand's marketing strategy to suit lo-
cal preferences
B. The process of expanding a brand's
presence across multiple geographic
markets
C. The measurement of a brand's fi-
nancial performance in different mar-
ket segments
D. The strategic use of a brand's equi-
ty to support market expansion

308. What is the first step in the strategic C

brand management process?

A. Growing and sustaining brand eq-

uity
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B. Measuring and interpreting brand

performance
C. Identifying and developing brand
plans
D. Designing and implementing
brand marketing programs

309. What is the level of "The generic prod- C

uct" in the levels of meaning for a
product ?(NHUNG HOÀNG)

A. 4
B. 3
C. 2
D. 1

310. What is the primary challenge of A

managing brands across geographic
boundaries?

A. Adapting to cultural differences

and local preferences
B. Ensuring consistent pricing across
different markets
C. Securing intellectual property
rights in each geographic market
D. Overcoming language barriers in
marketing communications

311. What is the primary focus of a store C

brand?(NHUNG HOÀNG)

A. Differentiating from competitors

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B. Leveraging the parent company's

reputation
C. Offering lower prices
D. Expanding the brand portfolio

312. What is the purpose of brand hierar- A

chy within a brand architecture?

A. To establish clear relationships and

distinctions among different brands
B. To allocate marketing budgets
among different brands
C. To create a diverse portfolio of
brands
D. To enhance brand loyalty across all
brands

313. What is the term used to describe C

a strategy in which a brand is intro-
duced in to a new geographic market
with little to no changes to its product
or positioning?(NHUNG HOÀNG)

A. Brand extension
B. Brand adaptation
C. Brand transplanting
D. Brand integration

314. What kind of goods may consumers B

rarely learn about the product's attrib-
utes?(NHUNG HOÀNG)

A. Search goods
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B. Credence goods
C. Experience goods
D. Both B and C

315. Which of the brand elements is A

the most difficult for marketers to
change?

A. Brand name
B. Logo and Symbol
C. Slogan
D. Character

316. Which of the following is a key dimen- D

sion of brand resonance according to
Keller's Customer-Based Brand Equity
(CBBE) model?(NHUNG HOÀNG)

A. Brand Awareness
B. Brand Salience
C. Brand Performance
D. Brand Loyalty

317. Which of the following is a potential B

benefit of co- branding?

A. Increased risk associated with the

brand extension
B. Enhanced more customers from
partnering brand
C. Reduced complexity in managing
the brand portfolio

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D. Decreased marketing investments

required for the new product

318. Which of the following refers to the D

practice of adapting a brand's market-
ing strategy to suit the unique char-
acteristics of different geographic re-
gions?

A. Brand equity leverage

B. Brand migration
C. Global brand positioning
D. Local market customization

319. Which of the three models is inter- A

locked in the brand planning?

A. The brand positioning model, The

brand resonance model, The brand
value chain
B. The brand value chain, The brand
positioning model, The brand archi-
tecture model
C. The brand resonance model, The
brand positioning model, The brand
audits model
D. The brand mantra model, The
brand audits model, The brand value
chain

320. Which questions does the third step in B

the branding ladder represent?

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A. Who are you?

B. What about you? What do I think or
feel about you?
C. What are you?
D. What about you and me? What kind
of association and how much of a con-
nection would I like to have with you?

321. The brand charter should define and B

clarify points-of-parity, points-of-dif-
ference, and the .......(NHUNG
HOÀNG)

A. Brand slogan
B. Brand mantra
C. Brand Logo
D. Brand tagline

322. Brand Exploratory is the second step ABCD

of the brand audit, which provides
detailed information about what con-
sumers actually .... of a brand:
(check all that apply)

A. Think
B. Perceive
C. Feel
D. Judge

323. A digital inventory of brand assets ABCD

may provide useful insights of: (check
all that apply)

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A. Outdated brand accounts that have

fallen into disuse
B. Overlapping brand assets that can
be merged or deleted
C. Existing brand accounts with infor-
mation that is either inaccurate or not
up-to-date
D. Digital and social media channels
where the brand does not have a pres-
ence

324. Whereas qualitative research typical- B

ly elicits some type of verbal re-
sponse from consumers, quantita-
tive research typically employs var-
ious types of scale questions from
which researchers can draw _________
representations and summaries.

A. Abstract
B. Numerical
C. Clear
D. Rational

325. Upper class and charming are the D

facets of ..................(NHUNG HOÀNG)

A. Competence
B. Excitement
C. Ruggedness
D. Sophistication

326. C
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The big five factors (with underlying

facets) of brand...............:
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness

A. Equity
B. Awareness
C. Personality
D. Image

327. Neuromarketing is the study of how B

the brain ________ marketing stimuli,
including brands.

A. Relates to
B. Responds to
C. Analyze

328. Brand names that are simple and easy D

to pronounce or spell, familiar and
meaningful, and different, distinctive,
and unusual can obviously improve
brand awareness is the identification
of____?(NHUNG HOÀNG)

A. Brand Awareness
B. Brand Associations
C. Brand image
D. Brand elements
E. Brand mantra
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329. Why is brand salience important in A

brand building?

A. It helps establish a deeper connec-

tion with consumers
B. It focuses only on product attribut-
es
C. It eliminates the need for other
marketing strategies
D. It creates brand irrelevance

330. Which of the following is a source of A

brand equity?(NHUNG HOÀNG)

A. Brand awareness
B. Sales promotions
C. Market competition
D. Product distribution

331. The second key to successful val- A

ue-pricing strategy is ___

A. Product design and delivery

B. Product costs
C. Product prices
D. All of them

332. What is the primary benefit of a brand C

extension?

A. To increase brand loyalty of existing

customers

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B. To target new customer segments

C. To leverage the equity of an existing
brand
D. To introduce a completely new
product category

333. Which of the following is NOT an ad- D

vantage of brand extension?

A. Facilitate new product acceptance

B. Improve brand image
C. Permit consumer variety-seeking
D. Increase supportive marketing pro-
grams budget

334. What type of association involves us- A

ing logos or characters from oth-
er brands for marketing?(NHUNG
HOÀNG)

A. Licensing
B. Ingredient branding
C. Co-branding
D. Event sponsorship

335. Fill in the blank: B

One of the primary disadvantages of
standardized global marketing is the
potential to overlook .... across varied
markets.

A. similarities
B. differences
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C. strengths
D. opportunities

336. The basic principle in designing a C

brand portfolio is to (1) so that no po-
tential customers are being ignored,
but (2) so that brands are not com-
peting among themselves to gain the
same customer's approval.(NHUNG
HOÀNG)

A. (1) maximize sales, (2) minimize in-

ternal competition
B. (1) maximize brand overlap, (2) min-
imize market coverage
C. (1) maximize market coverage, (2)
minimize brand overlap
D. (1) maximize sales, (2) minimize ad-
vertising cost

337. The IMC choice criteria can pro- D

vide some guidance for designing in-
tegrated marketing communication
programs. Two key steps are____

A. Designing communication op-

tions and establishing priorities and
trade-offs.
B. designing communication op-
tions and choosing priorities and
trade-offs.
C. evaluating communication op-

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tions and choosing priorities and

trade-offs.
D. evaluating communication op-
tions and establishing priorities and
trade-offs.

338. Which of these is a possible disadvan- B

tage of IMC? (NHUNG HOÀNG)

A. Communications synergy
B. Centralization
C. Co-ordinated product develop-
ment
D. Customer focus

339. Why is building Brands Resonance im- C

portant for a brand?

A. It creates brand popularity

B. It helps optimize marketing costs
C. It establishes a strong and positive
connection with customers
D. It creates efficient supply chains

340. Which step is the foundation of build- B

ing brand resonance?

A. Brand feelings
B. Brand salience
C. Brand performance
D. Brand judgments

341. C

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Which of the following is a benefit

of strong brands to firms?(NHUNG
HOÀNG)

A. Higher sensitivity to price

B. Less brand loyalty
C. Larger margins
D. Higher competition

342. What role do customer-centricity and B

brand relevance play in today's mar-
ket?

A. They have no impact on brand suc-

cess
B. They are critical for brands to re-
main competitive
C. They are only necessary for luxury
brands
D. They are only relevant for online
businesses

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