1. .

refers to a brands objective (functional) attributes in relation to other

brands.
a. Brand position
b. Product position
c. Brand relationship
d. Both a and b
Answer:d
2. defines what the brand thinks about the consumer, as per the consumer.
a. Brand attitude
b. Brand positioning
c. Brand relationship
d. Brand image
Answer: a
3. includes two aspects of a brand its associations and its personality.
a. Brand attitude
b. Brand positioning
c. Brand relationship
d. Brand image
Answer: d
4. includes all that is linked up in memory about the brand. It could be
specific to attributes , features, benefits or looks of brand.
a. Brand attitude
b. Brand Associations
c. Brand relationship

d. Brand image
Answer:b
5. ..includes two visual signals of a brand its character (e.g. Amul girl,
Pillsbury doughboy) and its logo. Both are elements of brand identity.
a. Brand attitude
b. Brand Image
c. Brand Symbol
d. Brand Positioning
Answer: c
6..can be thought of as a perceptual map of in which like products of the
same company (say, toothpaste) are positioned very close to one another and compete more
with one another than with brands of other companies.
a. Brand Comparison
b. Cannibalization
c. Positioning
d. Brand Associations
Answer: b
7. A marketer need to understand that some general traits of a brand name are:
a. Easy to recognize
b. Easy to pronounce
c. Easy to memorize or recall
d. All of the above
e. None of the above
Answer:d

8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the
examples of..
a. Descriptive Brand Name
b. Suggestive brand name
c. Free Standing brand name
d. None of the above
Answer: a
9. Kadak, Xerox, Exxon, Fidji are the examples of
a. Free Standing brand name
b. Descriptive Brand Name
c. Suggestive brand name
d. Bothe b and c
Answer: a
10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of
a. Descriptive Brand Name
b. Suggestive brand name
c. Free Standing brand name
d. None of the above
Answer: b
11. Watches sold as a Jewellery is related to
a. Titan Raga
b. Tanishq
c. Swatch
d. GoldPlus

Answer: b
12. Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of
a. Benefit related positioning
b. Positioning by usage occasion and time of use
c. Category related positioning
d. Price Quality positioning
Answer: c
13. Jod jo tootega nahin tagline is related with brand
a. M-Seal
b. Fevikwik
c. Fevicol
d. Ambooja cement
Answer: c
14. Lifebuoy kills the germs you cannot see, is an example of
a. Emotional benefit related positioning
b. Functional benefit related positioning
c. Usage occasion related positioning
d. Health related positioning
Answer: b
15. Match the correct
1. Close up

i. Fresh

2. JK Tyres

ii. Caring

3. J&J

iii. In control

4. Liril

iv. Confident

Options:
a. 1(ii), 2(iii), 3(i), 4(iv)
b. 1(ii), 2(iv), 3(i), 4(iii)
c. 1(iv), 2(iii), 3(ii), 4(i)
d. 1(ii), 2(iii), 3(iv), 4(i)
Answer: c
16. Which is not an example of Positioning by usage occasion and time of use?
a. Listerine night time rinse
b. Nescafe Great start to the morning
c. NIIT (Inspiredlife begins at NIIT)
d. Dominos (When families are having fun)
Answer: c
CONCEPT
Product
Brand Symbol = Brand character + Brand logo
Brand looks = Brand symbol + Brand name
Brand Associations = Link up in memory with brands attributes, benefits and looks
Brand Image = Brand associations + Brand Personality
Brand Relationship = Brand Image + Brand Attitude

Question 1
______________ provide information about content, taste, durability, quality, price, and
performance, without requiring the buyer to undertake time-consuming comparison tests with
similar offerings or other risk reduction approaches to purchase decisions.

Your answer:
a) Brand personalities
Correct answer:
b) Brand names
Feedback:
Brand names provide information about content, taste, durability, quality, price, and
performance, without requiring the buyer to undertake time-consuming comparison tests with
similar offerings or other risk reduction approaches to purchase decisions.
Page reference: 455

Question 2
Brand name, marketing communications, packaging, price are examples of__________ that
enable consumers to form associations that give meaning to the brand.
Your answer:
a) Brand anatomy
Correct answer:
c) Extrinsic attributes
Feedback:
Extrinsic attributes refer to those elements that are not intrinsic, and, if changed, do not alter the
material functioning and performance of the proposition itself. These include devices such as the
brand name, marketing communications, packaging, price, and mechanisms that enable
consumers to form associations that give meaning to the brand.
Page reference: 456

Question 3
Many brands are deliberately imbued with human characteristics, to the point that they are
identified as having particular personalities. This is referred to as:
Your answer:
a) brand personalities.
Feedback:

Many brands are deliberately imbued with human characteristics, to the point that they are
identified as having particular personalities. This is referred to as brand personalities.
Page reference: 457

Question 4
Cadbury brand is a good example of:
Your answer:
b) manufacturer brand.
Feedback:
Persil, Heinz, Cadbury, and Coca-Cola are strong manufacturers' brands, they are promoted
heavily, and customers develop preferences based on performance, experience, communications,
and availability. Manufacturers try to create brand recognition and name recall through their
marketing communications activities with end-users.
Page reference: 464

Question 5
The identities and images are developed by the wholesalers, distributors, dealers, and retailers
who make up the marketing channel. This is referred to as:
Your answer:
c) distributor brand.
Feedback:
The term distributor or own-label brand refers to the identities and images developed by the
wholesalers, distributors, dealers, and retailers who make up the marketing channel.
Page reference: 464

Question 6
Many retail brands adopt a single umbrella brand, based on the name of the organization. This is
referred to as:
Your answer:
a) corporate brands.
Feedback:

Many retail brands adopt a single umbrella brand, based on the name of the organization. This
name is then used at all locations and is a way of identifying the brand and providing a form of
consistent differentiation, and form of recognition, whether on the high street or online.
Page reference: 465

Question 7
This branding policy requires that all the products use the organization's name, either entirely or
in part, e.g. Microsoft, Heinz, and Kellogg's:
Your answer:
c) Corporate brands
Correct answer:
a) Family branding
Feedback:
Once referred to as a multiproduct brand policy, family branding requires that all the products
use the organization's name, either entirely or in part. Microsoft, Heinz, and Kellogg's all
incorporate the company name as it is hoped that customer trust will develop across all brands.
Page reference: 465

Question 8
_________ is a strategic activity and is used to differentiate and distinguish a brand, so that a
consumer understands the brand, not just remembers it.
Your answer:
c) Brand positioning
Feedback:
Brand positioning is a strategic activity and is used to differentiate and distinguish a brand, so
that a consumer understands the brand, not just remembers it.
Page reference: 469

Question 9
This level of rebranding refers to the renaming of a whole corporate entity, often signifying a
major strategic change or repositioning. This is known as:
Your answer:

a) corporate rebranding.
Feedback:
Corporate rebranding refers to the renaming of a whole corporate entity, often signifying a major
strategic change or repositioning. Some well-known examples include the merger of United and
Continental airlines to form United.
Page reference: 472

Question 10
____________ are a way of capitalizing on the recognition, goodwill, and any positive
associations of an established brand, and using the name to lever the brand into a new market.
Your answer:
d) Brand equity
Correct answer:
c) Brand extensions
Feedback:
Brand extensions are a way of capitalizing on the recognition, goodwill, and any positive
associations of an established brand (Hem, Chernatony, and Iversen, 2003), and using the name
to lever the brand into a new market.
Page reference: 474

Question 11
In return for a fee, one company permits another to use its trademark to promote other offerings
over a defined period of time, in a defined area. This is known as:
Your answer:
c) brand licensing.
Feedback:
Brand licensing the trademark of an established brand and using it to develop another brand is
proving to be another popular way of using brands. In return for a fee, one company permits
another to use its trademark to promote other offerings over a defined period of time, in a defined
area.
Page reference: 474

Question 12
When two established brands work together, on an offering to generate increased consumer
appeal and attraction is called:
Your answer:
b) co-branding.
Feedback:
Co-branding occurs when two established brands work together, on an offering. The principle
behind co-branding is that the combined power of the two brands generates increased consumer
appeal and attraction. It also enables brands to move into markets and segments where they
would normally have great difficulty in establishing themselves.
Page reference: 474

Question 13
This cluster of B2B customers requires messages that emphasise the support of a wellestablished and highly reputable manufacturer, the emotional and self-expressive benefits should
be stressed:
Your answer:
d) The brand sensitive
Correct answer:
a) The brand receptive
Feedback:
The brand receptive cluster requires messages that emphasise the support of a well-established
and highly reputable manufacturer, the emotional and self-expressive benefits should be stressed.
Page reference: 479

Question 14
Which of the following is not branding benefits specific to B2B context?
Your answer:
d) emotional advantages
Correct answer:

c) ethical advantages
Feedback:
There are some specific B2B context branding issues that can be distilled into four main
dimensions: functional and product use benefits, emotional, self-expressive, and relational
benefits.
Page reference: 477

Question 15
__________ brand is sold across multiple country markets, and managed through decentralized
management with local control.
Your answer:
b) Global
Correct answer:
a) Multidomestic
Feedback:
Multidomestic brand is sold across multiple country markets, and managed through decentralized
management with local control.
Page reference: 480

Question 16
With this type of brand scope, positioning, identity, image, distinguishing characteristics
including attributes, associations, and identifiers of the brand virtually identical to the home
market. This is referred to as:
Your answer:
a) multidomestic.
Correct answer:
c) international brand.
Feedback:
International brand is sold across a few country markets and managed largely by the home
market, often using local agents in international markets. Positioning, identity, image,

distinguishing characteristics including attributes, associations, and identifiers of the brand

virtually identical to the home market.
Page reference: 480

Question 17
A measure of the value and strength of a brand, including an assessment of a brand's wealth is
known as:
Your answer:
b) brand heritage.
Correct answer:
d) brand equity.
Feedback:
Brand equity is a measure of the value and strength of a brand. It is an assessment of a brand's
wealth, sometimes referred to as goodwill.
Page reference: 483

Question 18
Which of the following is not one of the core elements to develop business brands?
Your answer:
d) Behaviour
Correct answer:
b) Services
Feedback:
To develop business brands three core elements need to be managed. These are symbolic
devices, communication and behaviour. Together these might be considered to be the branding
mix.
Page reference: 478

Question 19
Which of the following is not associated with brand equity?

Your answer:
d) Brand description
Correct answer:
b) Brand heritage
Feedback:
Feldwick (1996), however, suggests that there are three parts associated with brand equity:
brand value, based on a financial and accounting base;
brand strength, measuring the strength of a consumer's attachment to a brand; and
brand description, represented by the specific attitudes customers have towards a brand.
Page reference: 483

Question 20
________need to encompass relationship issues and to ensure that the way a customer relates to
a brand, including the meanings they assign, offers opportunities for cross-selling customers into
other products and services in an organization's portfolio.
Your answer:
b) Brand stretching
Correct answer:
d) Brand strategies
Feedback:
Brand strategies need to encompass relationship issues and to ensure that the way a customer
relates to a brand, including the meanings they assign, offers opportunities for cross-selling
customers into other products and services in an organization's portfolio.
Page reference: 484