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    Marketing Management - II

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    Virdas Meshram
    This document contains a 10 question multiple choice quiz on marketing and brand management concepts. The questions cover topics like desirable brand name characteristics, levels of brand awareness, components of customer-based brand equity, types of brand architecture, brand asset valuation measures, brand equity models, associative networks for brands, and challenges in building strong brands. The document provides the questions but not the answers.

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    Download as PDF, TXT or read online from Scribd

    Marketing Management - II

    Uploaded by

    Virdas Meshram
    18 views3 pages
    This document contains a 10 question multiple choice quiz on marketing and brand management concepts. The questions cover topics like desirable brand name characteristics, levels of brand awareness, components of customer-based brand equity, types of brand architecture, brand asset valuation measures, brand equity models, associative networks for brands, and challenges in building strong brands. The document provides the questions but not the answers.

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    This document contains a 10 question multiple choice quiz on marketing and brand management concepts. The questions cover topics like desirable brand name characteristics, levels of brand awareness, components of customer-based brand equity, types of brand architecture, brand asset valuation measures, brand equity models, associative networks for brands, and challenges in building strong brands. The document provides the questions but not the answers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    18 views3 pages

    Marketing Management - II

    Uploaded by

    Virdas Meshram
    This document contains a 10 question multiple choice quiz on marketing and brand management concepts. The questions cover topics like desirable brand name characteristics, levels of brand awareness, components of customer-based brand equity, types of brand architecture, brand asset valuation measures, brand equity models, associative networks for brands, and challenges in building strong brands. The document provides the questions but not the answers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    Marketing Management - II (FEB’2023 – APR’2023)

    (Assignment: 3)

    1. Which of the following is not a desirable characteristic for a brand name?

    a) It should be easy to pronounce, recognize, and remember


    b) It should be distinctive
    c) It should suggest something about the product's benefits and qualities
    d) The “brand name” should almost always be a long word to get attention

    2. Major brand marketers frequently invest considerable amounts in advertising to


    create brand ________ and to build preference and loyalty.

    a) Extension
    b) Awareness
    c) Packaging
    d) Preference

    3. The highest level of brand awareness is:

    a) Top of the mind


    b) Aided recall
    c) Unaided recall
    d) Unaware

    4. Which of the following is not a part of resonance in customer-based brand equity


    pyramid?

    a) Engagement
    b) Quality
    c) Loyalty
    d) Attachment

    5. What type of brand architecture does SAMSUNG follow?

    a) House of brands
    b) Branded house
    c) Endorsed branding
    d) Sub-brands stable

    6. The lowest level in the BRANDZ model is:

    a) Presence
    b) Advantage
    c) Relevance
    d) Bonding

    7. According to Young and Rubicam’s brand asset valuator, a brand’s ________


    measures how well the brand is regarded and respected.

    a) Knowledge
    b) Relevance
    c) Energy
    d) Esteem

    8. The premise of ________ model is that the power of a brand lies in what
    customers have seen, read, learned, thought, and felt about the brand over time.

    a) Functional-based brand equity


    b) Customer-based brand equity
    c) Service-based brand equity
    d) Product-based brand equity
    9. Which one of the following nodes is not associated with the Patanjali brand with
    respect to associative network memory model?

    a) Luxury Product
    b) Well-being
    c) Trust
    d) Ayurvedic

    10. The challenge for marketers in building a strong brand is ________.

    a) Pricing the product at a point that maximizes sales volumes

    b) Ensuring that customers have the right type of experiences with products and
    their marketing programs to create the desired brand knowledge

    c) Retain as many customers as possible in order to minimize the costs and


    pressure associated with continually generating new leads

    d) Minimizing the number of people to whom the product is targeted in order to


    provide consumers with a personalized experience

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