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Brand Management Set 3

This document contains 25 multiple choice questions about various concepts in branding. The concepts assessed include brand performance, branded variants, brand architecture, brand value chain, brand equity, negative brand equity, brand knowledge, brand audit, traffic builders, brand promise, brand extension, brand loyalty, brand awareness, and business realignment. The questions assess understanding of how these concepts are classified and defined within the field of branding.

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305 views4 pages

Brand Management Set 3

This document contains 25 multiple choice questions about various concepts in branding. The concepts assessed include brand performance, branded variants, brand architecture, brand value chain, brand equity, negative brand equity, brand knowledge, brand audit, traffic builders, brand promise, brand extension, brand loyalty, brand awareness, and business realignment. The questions assess understanding of how these concepts are classified and defined within the field of branding.

Uploaded by

diasjoy67
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Paper set 3

1. In brand dynamics, the belief that delivering product performance on consumer’s short list is classified
as?
a. Presence
b. Brand Relevance
c. Brand Performance
d. Advantage
Ans: c) Brand Performance

2. Which of the following classifies the specific brand line supplied to specific retailers?
a. Branded Variants
b. Product Variants
c. Sub-brand Variants
d. Line Variants
Ans: a) Branded Variants

3. The number of common & distinctive elements of brand are reflected as?
a. Brand Earnings
b. Brand Responsiveness
c. Brand Architecture
d. Branding Rate
Ans: c) Brand Architecture

4. The structured approach to assess sources of brand equity & its outcomes to create brand value is
classified as?
a. Brand Value Chain
b. Company Supply Chain
c. Direct Supply Chain
d. Indirect Supply Chain
Ans: a) Brand Value Chain

5. The assessment of actual impact of brand knowledge to differential aspect of marketing is called?
a. Internal Assessment
b. External Assessment
c. Direct Approach
d. Indirect Approach
Ans: c) Direct Approach

6. When customers do not react favorably to specific brand under same circumstances, it is called as?
a. Buyers Equity
b. Market Share Equity
c. Positive Brand Equity
d. Negative Brand Equity
Ans: d) Negative Brand Equity

7. In BVA, the measurement of how much customers are aware of the brand is classified as?
a. Knowledge
b. Perceived Knowledge
c. Energized Knowledge
d. Brand Knowledge
Ans: a) Knowledge

8. The series of procedures which is customer focused help assessing health of brand & leverage equity
are classified as?
a. Brand Audit
b. Brand Tacking
c. Brand Valuation
d. Brand Evaluation
Ans: a) Brand Audit

9. The low-priced brands in the brand portfolio of particular company are classified as?
a. Traffic Builders
b. Fighter Brands
c. Flankers
d. Competing Brands
Ans: a) Traffic Builders

10. Which of the following well describes how well the market offering fulfills the customer’s needs?
a. Brand Imagery
b. Brand Feelings
c. Brand Salience
d. Brand Performance
Ans: d) Brand Performance

11. Which of the following measures the degree to which a brand is seen as different from others?
a. Energized differentiation
b. Brand Equity
c. Knowledge
d. Esteem
Ans: a) Energized differentiation

12. What is the marketer’s vision of what a brand must be & do for its customers?
a. Brand Analysis
b. Brand Valuation
c. Brand Audit
d. Brand Promise
Ans: d) Brand Promise

13. Which of the following is NOT associated with brand equity?


a. Brand Value
b. Brand Heritage
c. Brand Strength
d. Brand Description
Ans: b) Brand Heritage

14. Which of the following is the financial & marketing value associated with a brand’s strength in a
market?
a. Brand Equity
b. Brand Loyalty
c. Branding
d. Brand Value
Ans: a) Brand Equity

15. Giving a name to the products by which it should be familiar among the public is called as?
a. Branding
b. Promotion
c. Pricing
d. Valuing
Ans: a) Branding
16. Which of the following measures the breadth of a brand’s appeal?
a. Esteem
b. Knowledge
c. Relevance
d. Brand Equity
Ans: c) Relevance

UNIT IV
17. Which is the added value endowed on products & service, which reflects the way consumers think, feel
& act with respect to the brand, as well as in the prices, market share & profitability the bramd
commands called?
a. Brand Manager
b. Brand Mantra
c. Brand Equity
d. Brand Audit
Ans: c) Brand Equity

18. What equity perspective offers when the firm values the brand as an economic function?
a. Economic Perspective
b. Consumer-Brand based equity perspective
c. Financial Perspective
d. Accounting Perspective
Ans: c) Financial Perspective
19. What is the main risk of a brand extension or a line extension?
a. Loss of brand meaning
b. Loss of profits
c. Brand Cannibalization
d. There is no risk
Ans: a) Loss of brand meaning

20. What is a brand extension?


a. A group of related core products sold under one name
b. The creation of a logo which further explains the brand
c. The design of public relations campaign to support a brand
d. Using an established brand name on goods or services not related to the core brand
Ans: d) Using an established brand name on goods or services not related to the core brand

21. Which among the following is NOT included in the branding strategies used by the marketers?
a. Individual brand names
b. Company brand name
c. Sub-brand name
d. Variant brands
Ans: d) Variant Brands

22. Which of the following is the ways of capitalizing on the recognition, goodwill & any positive
associations of an established brand & using the name to lever the brand into a new market?
a. Brand Repositioning
b. Brand Stretching
c. Brand Extension
d. Brand Equity
Ans: c) Brand Extension

23. Which among the following does the brand loyalty indicate regarding customers towards the brand
a. Commitment
b. Belief
c. Attribute
d. Quality
Ans: a) Commitment

24. The number of customers exposed to the brand is called as?


a. Brand Licensing
b. Brand Awareness
c. Brand positioning
d. Brand Equity
Ans: b) Brand Awareness

25. Which among the following forms the part of the process of defining the business, shaping its scope &
repositioning the brand entity?
a. Business realignment
b. Business workflow
c. Cross functional teams
d. Various department strategies
Ans: a) Business Realignment

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