Branding Basics iCEV

Front

Which of the following accurately describes the purpose of brands? To explain a product’s use, To make a product less difficult to find, To differentiate one product from its competitors, To make retailers more knowledgeable and diligent

Back

To differentiate one product from its competitors

Front

According to Nicholas Gerlich, branding has its roots in which of the following? Travel, Marketing, Literature, Ranching

Back

Ranching

Front

Nicholas Gerlich said the ultimate goal of branding is: To occupy a distinct space in the consumer’s mind, To make consumers understand a product, To create a product which is needed by everyone, To sell as much of a product as possible

Back

To occupy a distinct space in the consumer’s mind

Front

According to Mike Meister, which of the following does every company have whether they choose to manage it or not?
- An advertising strategy
- Employee policies
- A brand image
- Financial responsibilities

Back

A brand image

Front

What does the “D” in the AIDA model stand for?

Back

Desire

Front

According to Nicholas Gerlich, which of the following is NOT required when picking a brand name? It must be predictable, It must be spellable, It must be memorable, It must be transportable

Back

It must be predictable

Front

If a company begins the process of branding by examining itself, the brand developed is which of the following? Catchy and peculiar, Distinctive and amusing, Classic and remarkable

Back

Authentic and genuine

Front

When Valerie Brown is branding a client, which of the following did she say she looks for? A bold expression the client uses, A precise description of the client, An inspiring experience the client has had, A unique viewpoint the client has

Back

A unique viewpoint the client has

Front

What is the last step in the branding process? Options: Creating marketing materials and company policies, Determining the business’s unique perspective, Implementing the plan consistently, Monitoring and verifying the brand supports company growth

Back

Implementing the plan consistently

Front

Which of the following accurately describes trademarks?

Back

The legal protection for identifying words, phrases and images