"The differential effect that brand 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

____ are the personal value and meaning that consumers attach to the product or service
attributes.(NHUNG HOÀNG)

A. Brand attributes

B. Brand benefits

C. Brand images

D. Brand mantras

What factors that marketers need to consider to create the differential response 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.

The basic premise of the CBBE concept 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

_______the practice of marketing to consumers only after gaining their express permission,
was another influential perspective on how companies can break through the clutter and
build customer loyalty. (NHUNG HOÀNG)

A. Experiential Marketing
B. Relationship marketing

C. Mass custiomization

D. Permission marketing

Marketing strategies must transcend the actual product or service to create stronger bonds
with consumers and maximize brand resonance. This broader set of activities is sometimes
called ____(NHUNG HOÀNG)

A. Experiential Marketing

B. Relationship marketing

C. Mass custiomization

D. Permission marketing

... analysis aims to find the optimum positioning between low-price, low-quality and
high-price, high-quality(NHUNG HOÀNG)

A. Market

B. Brand

C. Conjoint

D. Price

What is the term used to describe the introduction of a new product or service under an
existing brand name?​
​
A. Co-branding​
B. Brand extension​
C. Brand revitalization​
D. Brand migration

According to the "category-product matrix" approach, which of the following 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 category with a new product​
D. Extending within the same category with an existing product

What is the purpose of the "brand endorsement" theory in the context of

co-branding?(NHUNG HOÀNG)

A. To establish a strong emotional connection with customers

B. To leverage the reputation and equity 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

What is the primary goal of brand 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 resources among different brands in the portfolio​
D. To establish legal protection for a brand's intellectual property

What is the purpose of brand revitalization?(NHUNG HOÀNG)

A. To introduce a new brand into the market

B. To rejuvenate a brand, enhance its appeal, and regain its competitive edge

C. To measure brand equity using financial metrics

D. To establish legal protection for a brand's intellectual property

What is the primary motivation behind brand migration?​

A. To enhance brand loyalty among existing customers​
B. To capitalize on new market opportunities​
C. To strengthen the brand's positioning in the current market​
D. To diversify the brand's product portfolio

Consumers choose brands originating 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.

AB

Marketers can create secondary associations by ......the brand to various third-party

sources(NHUNG HOÀNG)

A. Introducing

B. Linking

C. Adding

Which is not true:​

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

One disadvantage of Marketing-Based Comparative Approaches is it's difficult to discern

whether consumer 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

Comparative methods are research studies or experiments that examine consumer attitudes
and behavior toward a brand to directly estimate specific benefits arising from having a high
level ............ and strong, favorable, and unique brand ..............​
A. Awareness & associations​
B. Associations & awareness​
C. Brand elements & Awareness​
D. Associations & Brand elements

Comparative methods include:(NHUNG HOÀNG)

A. Brand-Based Comparative Approaches

B. Marketing-Based Comparative Approaches

C. Conjoint Analysis

D. All are true

What is the primary objective of regional 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

What is the term used to describe the process of creating a brand that appeals to a specific
cultural group within a larger market?​
​
A. Global brand positioning​
B. Cultural segmentation​
C. Ethnocentric branding​
D. Subculture branding

What is the purpose of brand standardization?​

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

Brand equity responsibilities include:(NHUNG HOÀNG)

A. Overseeing Brand Equity

B. Organizational Design and Structures

C. Managing Marketing Partners

D. All are true

Three criteria to judge qualitative research techniques (according to Levy)​

(Check what is not true)​
A. Direction​
B. Depth​
C. Duration​
D. Diversity

Ideal brand positioning aims to 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​đồng bộ hóa
B. Relation​
C. Contrast​
D. Connection

What is a potential benefit for a company with strong corporate credibility 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 automatically gain new customers.

D. The company's stock prices will remain unaffected.

What is the brand portfolio?​

​
A. The brand portfolio is the set of all brands and brand lines that a particular 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 particular 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.

What is the key consideration when 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

The six relevant criteria for IMC programs are:​

A. Consumers, Contribution, Commonality, Complementary, Conformability, Cost​
B. Coverage, Contribution, Consumers, Complementary, Conformability, Comfort​
C. Coverage, Contribution, Commonality, Complementary, Conformability, Cost​
D. Comfort, Contribution, Customization, Complementary, Conformability, Coverage

The most dramatic of the environments that affect marketing and appears to be now shaping
our world is the ... environment​
​
A. Natural​
B. New media​
C. Economic​
D. Demographic

B
youtube, twitter, amazon, review,...
Forums and Facebook groups are examples of....(NHUNG HOÀNG)

A. Interactive marketing

B. Direct marketing

C. Personal selling

D. Word-of-mouth marketing

We can break down the dimensions of brand resonance into:​

​
A. Brand loyalty, Attitudinal attachment, Sense of community, Active engagement.​
B. Brand loyalty, Attitudinal attachment, Sense of community.​
C. Behavioral loyalty, Attitudinal attachment, Active engagement.​
D. Behavioral loyalty, Attitudinal attachment, Sense of community, Active engagement.

What is DRIVE in Program Quality Multiplier stands for ?​

A. Distinctiveness, Relevance, Integrated, Value, Excellence.​
B. Distinctiveness, Resonance, Integrated, Value, Engagement.​
C. Distinctiveness, Resonance, Identity, Value, Excellence.​
D. Distinctiveness, Relevance, Integrated, Value, Engagement.
A

Brand equity facilitates in the effectiveness of brand extensions and brand

introductions.(NHUNG HOÀNG)

A. True

B. Falsel

The act of creating and implementing marketing programs to build, measure, and manage
brand equity is....​
A. Brand performance​
B. Branding​
C. Brand architect​
D. Brand management

A customer will choose a brand based on its appealing ___________ from other brands in
the same category​
A. Difference​
B. Similarity​
C. Sameness​
D. Uniqueness

A customer will choose a brand based on how compelling the its ____ was as compared to
other brands (NHUNG HOÀNG)

A. Difference

B. Similarity

C. Sameness

D. Uniqueness

... describes how to create intense loyalty and strong customer relationships with customers​
A. The brand positioning model​
B. The brand resonance model​
C. The brand segmentation​
D. The brand value chain

B
... describes how to guide integrated marketing to maximize competitive advantages​
A. The brand value chain​
B. The brand resonance model​
C. The brand positioning model​
D. The brand image

What is the key difference between a brand and a product?​

​
A. A product can either be a physical good or a service while a brand is only built up from
intangible elements​
B. A brand is more than a product because it can have dimensions that differentiate it in
some way from other products designed to 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 product is built through consumer perceptions, expectations, and
experiences.​
D. While products are for specific items, brands are used for intangible services.

What is the advantage that a well-known brand would have in comparison to other brands
with the same new product whenever consumers are in choice situation?​
​
A. Risk reduction in buying and consuming a product​
B. Lower price​
C. More benefits of extra services​
D. Special promotions with more options for product selection

Which type of channel typically generates buzz for a brand without costing the company
anything?(NHUNG HOÀNG)

A. Paid channels

B. Earned channels

C. Owned channels

D. Traditional advertising channels

What critical digital era trend enables brands to adjust prices based on individual customer
behavior, while also facilitating tailored messages and offerings?​
​
A. Changes in the consumer decision journey​
B. The sharp increase in buying via online retail channels​
C. The rise of many-to-many communications​
D. The use of digital personalization

Which of the following statements is true regarding the transfer of store image associations
to a brand?​
​
A. The transfer of store image associations is always positive for a brand.​
B. Retailers have no impact on shaping 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 distribution channels.

Projective techniques present consumers with ambiguous stimuli and ask the
......................it.​
A. Draw​
B. Make sense of​
C. Describe

Projective techniques are diagnostic tools to adjust true opinions and feelings of consumers
when they are unwilling and_____to express themselves on these matters.​
A. Unable​
B. Creative​
C. Sensitive

Qualitative research techniques often identify possible brand associations and sources
...........(NHUNG HOÀNG)

A. Brand image

B. Brand equity

C. Brand awareness

D. Brand recall

Mercedes star, Rolex crown, CBS eye, Nike swoosh, and Olympic rings is type of ___
logo?(NHUNG HOÀNG)

A. Combo mark or symbols

B. Letter mark or symbols

C. Non-word mark or symbols

D. Emblem or symbols

C​
(Kiểu hỏi khác:​
The Mercedes star, Rolex crown, CBS eye, Nike swoosh, and Olympic rings are example
of: (p. 154)​
A. Signatures​
B. Logos​
C. Symbols​
D. Jingles​
->C)

Which is slogan of Volkswagen?​

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

Choose the wrong statement when talking about logos:​

A. Logos play a critical role in building 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
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.

_____ are short phrases that communicate descriptive or persuasive information about the
brand. They often appear in advertising but can play an important role in packaging and in
other aspects of the marketing program.​
A. Brand names​
B. Slogans​
C. Characters​
D. Ad taglines

When a consumer sees an ad for the 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
product name and thus improve its recallability. This is an example of:(NHUNG HOÀNG)
A. Simplicity and Ease of Pronunciation and Spelling brand name

B. Familiarity and Meaningfulness brand name

C. Differentiated and Distinctive brand name

D. Unique of brand name

What is the concept of "fit" in the context of brand extensions?​

A. The degree of similarity between the existing brand and the new product​
B. The extent to which the brand extension targets a new customer segment​
C. The level of innovation associated with the brand extension​
D. The compatibility between the brand's visual identity and the new product

Why should a brand name be familiar and meaningful?​

​
A. It can tap into existing knowledge structures.​
B. Because the familiar and meaningful 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 and meaningful
name already exist in memory of customer.

What is the risk associated with a branded house brand architecture?​

A. Lack of brand differentiation​
B. Confusion among customers​
C. Higher marketing costs​
D. Limited brand extension opportunities

What potential downside exists when marketing targeting specific ethnic or cultural
groups?(NHUNG HOÀNG)

A. It always leads to higher marketing costs

B. Consumers in the targeted segment feel more included

C. It may reinforce the image of being outsiders or a minority.

D. It guarantees better brand loyalty.

C
Mark is considering purchasing a new smartphone online. He has been researching various
options and comparing prices on different e-commerce platforms. After reviewing and
comparing specifications, Mark found a model he liked on Amazon. However, he's hesitant
to purchase because he's unsure about the delivery time and return policy. In this case, how
can Amazon encourage Mark to make the purchase? (Check all that apply)​
​
A. By offering expedited shipping options and providing estimated delivery dates during
checkout.​
B. By highlighting their hassle-free return policy, Mark can be assured that he can return the
smartphone if unsatisfied.​
C. By providing live chat support where Mark can inquire about delivery details and return
procedures.​
D. Mark is assured he's getting the best deal possible by offering a price match guarantee.

AB

What is brand loyalty?(NHUNG HOÀNG)

A. The financial value of a brand

B. The market share of a brand

C. The extent to which customers consistently choose a brand

D. The visual representation of a brand's identity

For marketers, logo is the most difficult to change in the brand element​
A. true​
B. false

Step 6 "Behavior" in infomation processing model of communication is __?​

A. A person must plan to act in the desired manner of the communication.​
B. A person must understand the intended message or arguments of the communication.​
C. A person must plan to act in the desired manner of the communication​
D. A person must actually act in the desired manner of the communication.​
E. A person must respond favorably to the intended message or arguments of the
communication

D​
(Six Steps for. an Effective Form of Marketing Communication:​
1. Exposure: A person must see or hear the communication​
2. Attention: A person must notice the communication​
3. Comprehension: A person. must understand the intended message or arguments of the
communication​
4. Yielding: A person must respond favorably to the intended message or arguments of the
communication​
5. Intentions: A person must plan to act in the desired manner of the communication.​
6. Behavior- A person must actually act in the desired manner of the communication.)

The depth of brand awareness will influence the likelihood that the brand comes to mind,
whereas the breadth of brand awareness describes the different types of situations in which
the brand might come to mind.​
A. True​
B. False

What kind of strategy does Samsung 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

Having compelling proof points and RTBs are often critical to the deliverability aspect of a
____?(NHUNG HOÀNG)

A. Points - of - Parity

B. Points - of - Similarity

C. Points - of - Unique

D. Points - of - Difference

Category, competitive, and correlational are three types of:​

A. Points - of - Parity Associations​
B. Points - of - Difference Associations​
C. Points - of - Similarity Associations​
D. Points - of - Unique Associations

Outdoorsy and tough are the facets of ....​

A. Sincerity​
B. Excitement​
C. Competence​
D. Ruggedness

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

Brand tracking studies are to collect information from consumers:

(Check all that apply)(NHUNG HOÀNG)

A. On a routine basis

B. Usually qualitative

C. Usually quantitative

AC

The rapid growth of Shein is putting pressure on fast fashion retailer like Inditex and H&M.
As a result, Inditex (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 portfolio?​
A. Flanker Brand​
B. Cash cow Brand​
C. Strategic Brand​
D. High-End Brand

A brand audit consists of ___ steps :​

A. 2​
B. 3​
C. 4​
D. 5

A​
(Brand Inventory & Exploratory)

There are some several major marketing 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

D
A famous person can:​
(check all that's not true)​
A. Draw attention to a brand​
B. Shape brand perceptions, by virtue of consumers' perceptions of the famous person​
C. Increase the product performance

Which concept describes how well the product or service meets customers' more functional
needs?​
A. Brand salience​
B. Brand imagery​
C. Brand performance​
D. Brand judgments

According to the American Marketing Association (AMA), a brand is____?​

A. Name, sign, symbol, or design, or a combination of them​
B. Name, term, sign, symbol, or design, or a combination of them​
C. Name, term, sign, symbol, or design​
D. Name, term, symbol, or design, or a combination of them

Brand tracking studies, as well as brand audits, can provide a huge reservoir of information
about how best to build and ________ brand equity​
A. Check​
B. Measure​
C. Develop​
D. Grow

What will happen when consumers react more favorably to a product and the way it is
marketed when the brand puts a advertising and other marketing activities?(NHUNG
HOÀNG)

A. Nothing will happen

B. A brand has positive customer-based brand equity

C. A brand has negative customer-based brand equity

D. A brand has positive and negative customer-based brand equity

What will happen when customers react 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 customer-based brand equity​
C. A brand has negative customer-based brand equity​
D. A brand has positive and negative customer-based brand equity

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, Transferable, Adaptable, Protectable​
D. Likable, Memorable, Transferable, Protectable, Adaptable

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, 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.

URLs (uniform resource locators) specify locations of pages on the Web and are also
commonly referred to as:​
A. web server​
B. top level domain​
C. domain name​
D. none of them

What is the purpose of conducting 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 product
A

In the free association method, subjects are asked what ........ when they think of a brand
with no more specific 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

The free association method is used mainly to identify the range of possible brand
__________ in consumers' minds.​
A. Awareness​
B. Associations​
C. Recall​
D. Recognition

Which advantage influences the formation and strength of the associations that make up the
brand image?(NHUNG HOÀNG)

A. Choice Advantages

B. Attention Advantages

C. Learning Advantages

D. Consideration Advantages

Daring, spirited, imaginative, and up-to-date are the facets of......​

A. Sincerity​
B. Excitement​
C. Competence​
D. Ruggedness

What is brand architecture?​

A. The visual design elements of a brand​
B. The strategic design and implementation of brand assets​
C. The hierarchical structure and relationship of brands within a company's portfolio​
D. The process of creating brand extensions

C
_____ promotes a product by not only communicating a product's features and benefits but
also connecting it with unique and interesting consumer experiences. (NHUNG HOÀNG)

A. Experiential Marketing

B. Relationship marketing

C. Mass custiomization

D. Permission marketing

Brand-based Comparative Approaches are applicable when the marketing activity under
consideration represents ________ from past marketing of the brand.(NHUNG HOÀNG)

A. A continuation

B. A change

C. A progression

B​
(Kiểu hỏi khác:​
Brand-based Comparative Approaches are applicable when the marketing activities under
consideration of __________from past marketing strategy of the brand.​
A. A continuation​
B. A change​
C. A progression)

Brand-Based Comparative Approaches are useful to determine brand equity benefits related
to ... margin and premiums​
A. Product​
B. Quality​
C. Price

Brand-Based Comparative Approaches use brands as benchmarks by consumers​

A. Comparative​
B. Similar​
C. National​
D. Global

Which of the following factors is NOT important in predicting the extent of leverage from
linking the brand to another entity? (NHUNG HOÀNG)

A. Awareness and knowledge of the entity.

B. Brand's existing associations, judgments, or feelings.

C. Meaningfulness of the knowledge of the entity.

_____ is a complementary pricing approach 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

________ can be defined as the way by which organizations attempt to inform, 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

____ is a set of research procedures designed to provide timely, accurate, and actionable
information(NHUNG HOÀNG)

A. A brand equity measurement system

B. A brand audit measurement system

C. A brand equity management system

D. A brand measurement system

What is the primary goal of brand migration?​

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

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

Which of the following are factors in favor of standardizing global marketing

programs?(NHUNG HOÀNG)

A. Common customer needs

B. Unique local preferences

C. Favorable trade policies

D. Complex local regulations

AB

As communication and media technologies have become key catalysts for customers'
service and product reviews, brands have strategically shifted their focus to becoming more
... to accelerate brand love amongst their targeted markets.​
A. Customer-centric​
B. Product-centric​
C. Service-centric​
D. Review-centric

Brand characters can be so attention-getting and well-liked that they dominate other brand
elements and actually dampen brand awareness.​
A. True​
B. False

Which is a means to trace the value creation process for brands, to better understand the
financial impact of brand marketing expenditures and investments?(NHUNG HOÀNG)

A. The brand mantra model

B. The brand value chain model

C. The brand resonance model

D. The brand positioning model

What is the role of cultural symbols in brand management across geographic boundaries?​
A. To establish legal protection for the brand's trademarks​
B. To measure the financial performance of a brand ​
C. To communicate brand meaning and create resonance with consumers​
D. To customize the brand offering for each local market

What is the concept of cultural branding?​

A. The practice of leveraging cultural elements to create brand resonance​
B. The process of expanding a brand's presence across different geographic markets​
C. The measurement of a brand's financial performance in different market segments​
D. The strategic use of a brand's equity to support market expansion

Brands knowledge has two components, they are:(NHUNG HOÀNG)

A. Brand awareness and brand recognition

B. Brand image and brand recall

C. Brand awareness and brand image

D. Brand recognition and brand recall

Applications of Marketing-Based 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

The kinds of intangibles can be linked to a brand are:​

A. User profiles, Purchase and usage situations Personality and values, History, heritage,
and user experiences.​
B. User profiles, Personality and values, History, heritage, and user experiences.​
C. User profiles, Purchase and personality, History, heritage, and user experiences.​
D. User profiles and usage personality, Purchase and usage situations, History, heritage,
and user experiences.

Virtually every marketing dollar spent 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

Quantitative Research Techniques, brand awareness, related to the strength of the brand in
memory, reflected by consumers' ability to identify various brand​
​
A. Usages​
B. Elements​
C. Personality​
D. Characteristics

...is a measurement of the attachment that a customer has to a brand​

A. Brand equity​
B. Brand recall​
C. Brand loyalty​
D. Image

Which of the following statements is NOT true regarding leveraging a corporate brand?​
A. A corporate brand can evoke associations of common product attributes, benefits, or
attitudes.​
B. Leveraging a corporate brand is always useful for large companies.​
C. Large companies sometimes introduce new brands to convey a "smaller" image.​
D. Leveraging a corporate brand can provide insights into emerging corporate priorities.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and​
Which of the following is NOT one of the ways to leverage secondary associations 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.​
D. Linking the brand to direct competitors in the market.

What is the role of concept testing 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 concept​
C. To determine the appropriate pricing strategy for the new product​
D. To evaluate the effectiveness of the brand's marketing communication

B
Marketing-Based Comparative Approaches examine consumer response based on changes
in the ...... program(NHUNG HOÀNG)

A. Communications

B. Marketing

C. Sales

The online programs and activities designed to engage prospects or customers and
indirectly generate awareness, enhance image or support sales of services and products is
....​
A. Interactive marketing​
B. Direct marketing​
C. Personal selling​
D. Advertising

Which of the following is NOT a brand architecture strategy?(NHUNG HOÀNG)

A. Branded house

B. House of brands

C. Hybrid brand

D. Store brand

Numerous forms of short-term incentives to promote trial or buying of a service of product is

...​
A. Sales promotion​
B. Direct marketing​
C. Events and experiences​
D. Advertising

Brand elements is also known as ...​

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

B
What is the role of brand alliances in managing brands across market segments?(NHUNG
HOÀNG)

A. To target specific market segments with customized offerings

B. To establish legal protection for the 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

What is licensing in the context of brand marketing?​

A. Modifying existing logos and characters for marketing purposes.​
B. Creating contractual arrangements to share production costs with other brands.​
C. Renting another brand to contribute to the brand equity of a product.​
D. Selling the rights to use a brand name for a fixed fee.

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

What does brand salience measure?​

A. Various aspects of the awareness of 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

What is sometimes called the "last five seconds of marketing" as well as "permanent media"
or "the last salesman."?)(NHUNG HOÀNG)

A. Brand name

B. Logo

C. Jingle

D. Packaging

D
How many major categories have researchers classified products and their associated
attributes or benefits into?​
A. 2​
B. 5​
C. 3​
D. 4

What is the concept of brand resonance?​

A. The emotional connection consumers have with a brand​
B. The financial value of a brand​
C. The advertising and promotional activities of a brand​
D. The market share of a brand

What is a short, three - to five-word phrase that captures the irrefutable essence or spirit of
the brand positioning ?(NHUNG HOÀNG)

A. Brand Mantra

B. Slogan

C. Tagline

D. Brand functions

The coherence of a brand identity depends on the consistency of:​

A. Brand equity​
B. Brand characters​
C. Brand slogans​
D. Brand elements

Vietnam Airlines, Bamboo Airlines and Vietjet Air vary their prices for distinct market groups
and value perceptions.​
Which value-pricing strategy is applied in this sector?​
A. Product Costs​
B. Communication Value​
C. Product Prices​
D. Price Segmentation

Brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages,
and signage... are example of...(NHUNG HOÀNG)
A. Brand elements

B. Brand image

C. Brand performance

D. Brand awareness

Channels of distribution can directly affect the ..... of the brands they sell.​
A. Quality​
B. Performance​
C. Equity​
D. Attributes

Which segmentation bases are often most valuable in understanding branding issues?​
A. Demographic​
B. Psychographic​
C. Behavioral​
D. Geographic

Check all that's not true​

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 ingredient brands can reduce risks and reassure
consumers.

Seminars, Annual reports, publications and press kits are examples of​
A. Direct marketing​
B. Word-of-mouth marketing​
C. Public relations and Publicity​
D. Advertising

What is the main risk associated with brand extensions?​

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

Generally, a brand is identified as an....(NHUNG HOÀNG)

A. Tangible asset

B. Liquid

C. Intangible asset

D. Short-term asset

How does brand architecture impact consumer perception?​

A. It influences their perception of brand quality and value​
B. It determines their brand loyalty and purchase behavior​
C. It affects their emotional connection with the brand​
D. It shapes their awareness and recognition of the brand

What is the role of brand extensions 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

What is the purpose of concept testing 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 concept​
C. To determine the appropriate pricing strategy for the new product​
D. To evaluate the effectiveness of the brand's marketing communication

What are the six steps of an effective form of marketing communication?​

A. Exposure - Attention - Comprehension - Yielding - Intentions - Behavior​
B. Exporsure - Attention - Comprehension - Intentions - Yielding - Behavior​
C. Information - Attention - Comprehension - Intentions - Yielding - Behavior​
D. Attention - Comprehension - Intentions - Behavior - Exposure - Yielding
A​
(Kiểu hỏi khác: Six steps for an effective form of marketing communications)

A brand is:(NHUNG HOÀNG)

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

Brand judgments are consumers' personal opinions about the brands, this includes the
differences among_​
A. Brand elements and imagery associations.​
B. Brand performance and imagery associations.​
C. Brand performance and brand recognitions.​
D. Brand elements and brand recognition.

B​
(Kiểu câu khác:​
Brand judgments are customers' personal opinions about and evaluations of the brand,
which consumers form by putting together all the different:​
​
A. Brand elements and imagery associations.​
B. Brand performance and imagery associations.​
C. Brand performance and brand recognitions.​
D. Brand elements and brand recognition.)

Conjoint Analysis is ..... multivariate technique that enables marketers to profile the
consumer decision process with respect to products and brands.​
A. Survey-based​
B. Research-based​
C. Analysis-based

The classic projective technique, "Completion and Interpretation Tasks" uses incomplete or
ambiguous stimuli to elicit consumer thoughts and.​
A. Concerns​
B. Feelings​
C. Analysis​
D. Comparison

B
What is the role of market segmentation in managing brands across geographic
boundaries?(NHUNG HOÀNG)

A. To target specific market segments with customized offerings

B. To establish a consistent brand image across all geographic markets

C. To maximize profits by targeting high-value market segments

D. To protect the brand's intellectual property rights globally

Other geographic associations besides country of origin are possible such as:​
(check all that apply)​
A. States.​
B. Regions.​
C. Cities.​
D. People.

ABC

Which of these statements is untrue?​

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 advantages
over competitive offerings, am other factors.​
D. Marketers personalize their consumer interactions through experiential and relationship
marketing

Which of the following is NOT a potential benefit of implementing a strong brand

architecture?(NHUNG HOÀNG)

A. Improved brand loyalty

B. Enhanced brand image and reputation

C. Reduced marketing costs

D. Increased brand differentiation

What is the purpose of brand migration in managing brands across geographic 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

Coca-Cola, a well-established global beverage brand, partnered with The Walt Disney
Company, a renowned entertainment and media conglomerate. Disney is widely recognized
for its family-friendly entertainment beloved characters, and immersive theme park
experiences. By associating itself with Disney, Coca-Cola sought to tap into the positive
emotions, nostalgia, and sense of wonder that consumers have towards Disney. Coca-Cola
incorporated Disney's characters, such as Mickey Mouse and Disney princesses, into its
branding and advertising campaigns....​
​
A. The uniqueness of the associations, judgments, or feelings consumers have about the
entity.​
B. The extent of brand awareness and knowledge consumers have about the secondary
entity.​
C. The transferability of specific associations from the entity to the brand.​
D. The relevance and meaningfulness of the brand knowledge associated with the entity.

In a notion of brand architecture, what is the relationship between the corporate and the
brand's products?(NHUNG HOÀNG)

A. They are completely independent of each other

B. The corporate brand is more prominent than the product brands

C. The product brands are more prominent than the corporate brand

D. The corporate and product brands have equal prominence

Brand awareness consists of:?​

A. Brand recognition, brand image and brand recall​
B. Brand image and brand recall​
C. Brand recognition and brand image​
D. Brand recognition and brand recall

____represent a special type of brand symbol-one that takes on human or real-life

characteristics(NHUNG HOÀNG)

A. Characters

B. Ambassador
C. Mascot

D. All of the above

A key change that makes marketers have to pay special attention to the emergence of social
media platforms in branding is that:​
​
A. Consumers can write reviews about brands.​
B. Brands can reach more people in different places at the same time with the same
content.​
C. Brands - consumers communication have become symmetrical. Whilst consumers are
increasingly content producers that meet and share information 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 to those who come
to their stores because consumers share all the information online.

Which of these statements is true?​

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

Company-sponsored programs and activities planned to create special brand related

interactions are ....(NHUNG HOÀNG)

A. Sales promotion

B. Direct marketing

C. Events and experiences

D. Advertising

What is the role of brand extensions in leveraging brand equity?​

A. To reduce the risk associated with introducing new products​
B. To generate additional revenue for the brand through diverse product offerings​
C. To protect the brand's intellectual property from competitors​
D. To establish legal ownership of a brand name across multiple categories

B
What is the key concept behind the "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 product​
C. Targeting new customer segments with a brand extension​
D. Establishing a distinct positioning for the new product

What is the sales approach that provides the customer with an integrated experience, across
all channels, online and offline, on various devices?​
A. Direct channel​
B. Indirect channel​
C. Omnichannel​
D. Single channel

What is the objective of brand repositioning?​

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

Which of the following is NOT a potential benefit of a successful brand extension?(NHUNG

HOÀNG)

A. Reduced marketing costs

B. Enhanced brand image

C. Increased customer loyalty

D. Decreased brand equity

Which of the following is NOT mentioned as a means to leverage secondary brand

associations?​
A. Companies (through branding strategies)​
B. Countries or other geographic areas (through identification of product origin)​
C. Channels of distribution (through channel strategy)​
D. Packaging design (through visual appeal)

Ikea (a furniture Brand) is strongly linked to:​

A. A City​
B. A Company​
C. A Country​
D. Not any of the above

What is brand positioning?(NHUNG 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 defines how a brand wants to be perceived by its target
market

D. The consumer perception of a brand's advertising campaigns

Once a sufficient level of brand awareness is created, marketers can put more emphasis
on____?​
A. Brand image​
B. Brand recognition​
C. Brand recall​
D. Brand benefits

How can sponsered events contribute to brand equity?​

A. By decreasing brand awareness and adding new associations.​
B. By improving brand uniqueness and unfavorability.​
C. By transferring associations and improving brand awareness and favorability.​
D. By reducing brand credibility and weakening existing associations.

The brand equity management system consists of:(NHUNG HOÀNG)

A. Brand Charter or Bible

B. Brand Equity Report

C. Brand Equity Responsibilities

D. All are true

Nike used "Prepare for Battle" and "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

What is the role of market testing in the new product development process?​
A. To evaluate the new product's performance in a controlled environment​
B. To determine the appropriate distribution channels for the new product​
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

Microsoft and Oracle, Apple and Google are examples of strategic partnership under
the...(NHUNG HOÀNG)

A. Business-to-Business setting

B. Brand-to-Product setting

C. Business-to-Customer setting

D. Tech-to-Business setting

To provide central coordination, the firm should establish a position responsible for
overseeing the........ of the brand charter and brand equity reports.​
A. Understanding​
B. Implementation​
C. Usage

Down-to-earth, honest, wholesome, and cheerful are the facets of ..........​

A. Competence​
B. Excitement​
C. Sincerity​
D. Sophistication

The purpose of the brand inventory is to provide a current, comprehensive ____ of how all
products and services are marketed and branded.(NHUNG HOÀNG)

A. Profile

B. Portfolio

C. Story
D. Landscape

A​
(Kiểu hỏi khác: The marketed and brand inventory is to provide a current, comprehensive...
of how al products and services)

Disney is known for its magical storytelling and immersive experiences that captivate
customers of all ages. Through its marketing efforts, Disney ensures that customers are
exposed to its brand across various channels, including IV advertisements, social media,
and theme park promotions. The company's attention to detail in creating visually stunning
and emotionally engaging content grabs the viewers' attention, making them notice and
remember the communication. Furthermore, Disney's storytelling techniques and
well-crafted messages allow customers to comprehend 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 captivate customers' minds?​
A. Exposure​
B. Yielding​
C. Intentions​
D. Comprehension

Brand names that are simple and easy to pronounce or spell, familiar and meaningful, and
different, distinctive, and unusual can obviously improve brand awareness.(NHUNG
HOÀNG)

A. True

B. False

What is the purpose of a global brand ambassador?​

A. To promote the brand in a specific geographic market​
B. To oversee brand localization efforts​
C. To establish legal protection for the brand's trademarks​
D. To represent the brand across different geographic markets

Which brand architecture strategy emphasizes a strong focus on the corporate brand, with
individual product brands having less prominence?​
A. Branded house​
B. House of brands​
C. Hybrid brand​
D. Store brand

A
Which brand architecture strategy allows for greater flexibility in launching new products or
entering new markets?​
A. Branded house​
B. House of brands​
C. Hybrid brand​
D. Store brand

Which brand architecture strategy is commonly used by retail companies?​

A. Branded house​
B. House of brands​
C. Hybrid brand​
D. Store brand

Three main branding options exist for 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

What is the primary goal of a brand positioning strategy for a new product?​
A. To differentiate the new product from competitors​
B. To maximize marketing investments for the new product​
C. To target a broad audience for the new product​
D. To establish brand loyalty among existing customers

A​
(Kiểu hỏi khác: What is the purpose of brand's positioning strategy?)

What is the role of sub-brands within 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 different brands​
D. To create brand extensions for the parent brand

What kind of product risk does the product result in embarrassing others?​
A. Psychological risk​
B. Social risk​
C. Physical risk​
D. Functional risk

B
In 2000, John Deere revamped its deer trademark for the first time in 32 years, making the
animal appear to be leaping up rather than landing. This is an example of:(NHUNG HOÀNG)

A. Logos and symbols are often easily recognized and can be a valuable way to identify
products.

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 categories.

The projective technique, "Comparison Tasks" asks consumers to convey impressions by

comparing brands to:​
(check all that apply)​
A. People​
B. Countries​
C. Animals​
D. Activities

ABCD

What are the two key dimensions of brand architecture?(NHUNG HOÀNG)

A. Brand extension and brand loyalty

B. Brand positioning and brand image

C. Brand structure and brand portfolio

D. Brand identity and brand equity

Muji is famous for its full-service store that offers a complete range of Muji-branded products,
ranging from comfortable daily clothes to household products. All of Muji stores follow a
certain concept and all of the local stores are inter-connected so that customers can pick up
any products at any store they like.​
The channel types that Muji is applying is:​
A. Direct channel​
B. Indirect channel​
C. Omnichannel integration​
D. Open channel

A
In recent years, the Michelin Guide's recognition of restaurants in Vietnam has created a
significant buzz and excitement among food enthusiasts. The restaurants that receive the
prestigious Michelin star designation gain recognition for their exceptional culinary
experiences. Firstly, their leave a lasting impression on diners through innovative and
delectable dishes that showcase unique flavors and presentations....​
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 - Likable - Transferable - Adaptable - Protectable​
B. Fame - Endorsement - Likeable - Protectable - Flexibility - Credibility​
C. Fame - Likeable - Protectable - Flexibility - Credibility​
D. Memorable - Likable - Transferable - Adaptable - Protectable - Endorsement

What is the rationale behind using celebrity endorsers in marketing strategies?(NHUNG

HOÀNG)

A. To generate revenue through celebrity merchandise.

B. To target specific international markets.

C. To lower production costs by utilizing famous personalities.

D. To increase product awareness and image.

Advantages of co-branding are:​

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

Disadvantages of co-branding are (check all):​

A. loss of control​
B. expand brand meaning into related categories​
C. negative feedback effects​
D. lack of brand focus and clarity

ACD

Which of the following statements is true regarding leveraging secondary brand

associations?​
​
A. Leveraging secondary brand associations may involve some risks and a loss of control
over the brand image.​
B. Leveraging secondary brand associations always guarantees a competitive advantage
over competitors.​
C. Marketers should only choose entities that have similar associations to their brand.​
D. Complementarity branding strategies are not strategically important for delivering the
desired brand position.

In the context of brand architecture, 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 marketing budgets among different brands​
D. The practice of extending the brand's reach to international markets

Two particularly important criteria are 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 benefits of the brand

C. General information about particular 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.

What are the two key concepts in defining brand architecture?​

A. Brand positioning and customer segmentation​
B. Brand management and brand performance​
C. Brand equity and brand management​
D. Brand portfolio and brand hierarchy

Many practicing managers refer to a brand as _?​

A. Something that has created a certain amount of reputation​
B. Something that has created a certain amount of awareness​
C. Both A and B​
D. Something that has created a certain amount of awareness, reputation, prominence

What is brand localization?​

A. The process of targeting specific market segments with customized offerings​
B. The practice of adapting a brand's marketing strategy to suit local preferences​
C. The measurement of brand equity in different geographic regions​
D. The strategic use of a brand's equity to support market expansion

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and

Secondary brand associations are most likely to influence consumer evaluations when:
(NHUNG HOÀNG)

A. Consumers have high motivation to judge product-related concerns.

B. Consumers possess extensive knowledge about the appropriate brand.

C. Consumers lack motivation or ability to judge product-related concerns.

D. Consumers prioritize primary brand associations over secondary considerations.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and​
Which of the following statements is true regarding the link between brands and their
country or geographic 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 influence on their
brand choices.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and​
How can third-party sources contribute 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.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and

Which of the following best describes ambush marketing in relation to sponsorship

confusion? (NHUNG HOÀNG)
A. It is a strategy where advertisers pay for the right to be Olympic sponsors.

B. It is a tactic used by non-sponsoring companies to falsely associate themselves with the

Olympics.

C. It is a method employed by official sponsors to protect their rights and prevent

competition.

D. It is a promotional activity carried out by the International Olympic Committee (IOC) to

reduce clutter.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and​
What is a key consideration when selecting a celebrity spokesperson?​
​
A. The celebrity's popularity in a wide range of industries.​
B. The celebrity's willingness to endorse multiple brands.​
C. The logical fit between the celebrity and the brand.​
D. The celebrity's ability to create controversies.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and​
Which of the following examples illustrates corporate trademark licensing?​
​
A. Nike licensing its logo to a sports apparel company.​
B. Coca-Cola licensing its brand name 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.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and​
Which of the following is a necessary requirement for successful co-branding?​
​
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.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, 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 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 immune to negative public perceptions due to their
established reputation.

Sales promotions tools offer three distinctive benefits to marketers. Among these benefits
are communication, invitation, and

Which of the following statements about the creation of new brand associations 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 associations.

D. Cognitive consistency suggests that consumers may infer that associations, judgments,
or feelings about the linked entity also apply to the brand.

...can enhance brand equity by allowing consumers to better understanding 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

Which of the following is an example of a co-branding strategy?​

A. Nike partnering with Apple for the development of fitness-tracking devices​
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
A

Which of the following is an example of a line extension?​

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

... can influence brand equity through the actions and support of intermediaries 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

What is co-branding in secondary 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.

What is the concept of brand architecture?​

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

Any paid type of non-personal promotion and presentation of goods, services or ideas by an
identified sponsor is(NHUNG HOÀNG)

A. Sales promotion

B. Direct marketing

C. Events and experiences

D. Advertising
D

From the view of creating brand equity, marketers need to be....​

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

In a branded house brand architecture, what is the relationship between the corporate and
product brands?​
​
A. They are completely independent of each other​
B. The corporate brand is more prominent than the product brands​
C. The product brands are more prominent than the corporate brand​
D. The corporate and product brands have equal prominence

Brand attitudes are consumers' overall evaluations of a brand and often form the basis for
brand choice. Brand attitudes generally depend on specific attributes of the brand.(NHUNG
HOÀNG)

A. True

B. False

Brand______is a means to provide in-depth information and insights essential for setting
long-term strategic direction for the brand​
A. Recalling​
B. Edit​
C. Audit​
D. Designing

The sixth outcome of Market performance is:​

A. Brand expansion​
B. Cost structure​
C. Brand profitability​
D. Market share

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

What is the purpose of market research in managing brands across market

segments?(NHUNG HOÀNG)

A. To measure the financial performance of a brand

B. To identify potential brand extensions opportunities

C. To assess changes in brand awareness over time

D. To gather insights about consumer behavior and preferences

What does CBBE (in the "Strategic 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

Which is the revenue-generating element of the traditional marketing mix?​

A. Product​
B. Place​
C. Promotion​
D. Pricing

Quantitative Research Techniques, brand image, are useful for marketers to make a
distinction between :(NHUNG HOÀNG)

- Lower-level considerations ( performance and imagery )

- Higher-level considerations ( ....... )

A. Judgments and feelings

B. Customer relationships

C. Brand resonance

A
Brand meaning is made up of two major categories of brand associations related to:​
A. Performance and attributes​
B. Attributes and imagery​
C. Performance and imagery​
D. Performance, attributes and imagery

Estée Lauder cosmetics, Porsche automobiles, 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 people's names​
D. None of them

According to the "sound symbolism" 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

Which of the following statements about the creation of new brand associations is true?​
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 associations.​
D. Cognitive consistency suggests that consumers may infer that associations, judgments,
or feelings about the linked entity also apply to the brand.

Customer Mind-set is the ___ stage in "The brand value chain model"​
A. First​
B. Second​
C. Third​
D. Fourth

B​
(1. Marketing Program Investment: - Product - Communications​
- Trade - Employee - Other​
2. Customer Mind-Set: - Awareness - Associations - Attitudes​
- Attachment - Activity​
3. Market Performance: - Price premiums - Price elasticities​
- Market share - Expansion success - Cost structure​
- Profitability​
4. Shareholder Value: - Stock price - P/E ratio - Market capitalization

Brand Associations is one of the five measures of:(NHUNG HOÀNG)

A. Marketing Program Investment

B. Program Quality Multiplier

C. Customer Mind - Set

D. Marketplace Conditions Multiplier

What is the primary challenge of implementing a sub-brand architecture?​

A. Maintaining consistency across different product brands​
B. Establishing a strong corporate brand identity​
C. Balancing the autonomy of individual brands with the corporate brand's influence​
D. Creating brand extensions for each product brand

The more __________ the market, the 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

How many lines are there in naming procedures?(NHUNG HOÀNG)

A. 5

B. 6

C. 7

D. 8

Retailers have their own brand images in consumers' minds due to the following
associations:​
A. Product assortment​
B. Pricing and credit policy​
C. Quality of service​
D. All are true

Which advantages create a high level of brand awareness?​

A. Choice Advantages​
B. Attention Advantages​
C. Learning Advantages​
D. Consideration Advantages

How many types of attributes and benefits often underlie brand performance?​
A. 3​
B. 6​
C. 5​
D. 4

C​
(Kiểu hỏi khác:​
How many levels of meaning are there for a product?​
A. 3​
B. 5​
C. 5​
D. 6)

Brand personality is human ..... or traits that consumers can attribute to a brand.(NHUNG
HOÀNG)

A. Characteristic

B. Signatures

C. Emotions

What is the main goal of brand portfolio management?​

A. Maximizing brand equity for individual brands​
B. Minimizing marketing costs​
C. Maintaining brand consistency​
D. Reducing brand extensions

Brand elements, sometimes called as ?​

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

... promotes a product not only by communicating a product's features and benefits but also
by connecting it with unique and interesting customers experiences(NHUNG HOÀNG)

A. Personalizing marketing

B. Experiental marketing

C. Relationship marketing

D. Mass customization

What is the purpose of a "brand positioning statement" for a new product?​

A. To establish brand loyalty among existing customers​
B. To communicate the unique value proposition and target market of the new product​
C. To differentiate the new product from competitors​
D. To guide the selection of a suitable brand name for the new product

What is brand equity?​

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

What is the primary goal of global brand positioning?​

A. To establish a consistent brand image 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

What is the concept of consumer ethnocentrism?(NHUNG HOÀNG)

A. The practice of adapting a brand's marketing strategy to suit local preferences

B. The extent to which consumers prefer local brands over global brands

C. The measurement of brand equity in different market segments

D. The strategic use of a brand's equity to support market expansion

B

Why should a brand name ideally have a clear, understandable and unambiguous
pronunciation and meaning?​
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 exposure that helps build strong memory links​
D. All of the above

What is the concept of brand equity leverage?​

A. The process of increasing brand awareness through social media marketing​
B. The ability of a brand to command a premium price compared to its competitors​
C. The strategic use of a brand's equity to support the introduction of new products​
D. The legal protection of a brand's intellectual property

On Open Day, high school students 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 marketing has FPT University applied?​
A. Personalizing marketing​
B. Experiental marketing​
C. Relationship marketing​
D. Mass customization

Brand alliances, such as co-branding, 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

ABC

Which of the following is NOT a component of brand equity?​

A. Brand awareness​
B. Brand loyalty​
C. Brand profitability​
D. Brand segmentation

D
What is brand revitalization?​
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

What is the purpose of brand audits?(NHUNG HOÀNG)

A. To assess the financial performance of a brand

B. To evaluate the effectiveness of brand advertising campaigns

C. To measure changes in brand awareness overtime

D. To evaluate the health and positioning of a brand

D​
(Kiểu hỏi khác:​
What is the role of brand audits in brand management?​
A. To evaluate the effectiveness of brand advertising campaigns​
B. To measure changes in brand awareness overtime​
C. Assess and evaluate the current status and performance of a brand​
D. To monitor the financial performance of a brand​
->C)

What is the concept of a brand loyalty ladder?​

A. The visual representation of a brand's positioning strategy​
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

What is brand resilience?(NHUNG HOÀNG)

A. The measurement of a brand's financial 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 elements in marketing campaign

4 Santa Fe cologne, Chevrolet Tahoe 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 people's names

D. None of them