Brand Magt Chap 4

Brand Magt Chap 4

1st - 2nd Grade

12 Qs

quiz-placeholder

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Brand Magt Chap 4

Brand Magt Chap 4

Assessment

Quiz

Business

1st - 2nd Grade

Medium

Created by

Romeo Jr.

Used 4+ times

FREE Resource

12 questions

Show all answers

1.

MULTIPLE CHOICE QUESTION

45 sec • 1 pt

________ are those trademarkable devices that serve to identify and differentiate the brand.

Brand elements

Brand value

Brand perception

Brand image

2.

MULTIPLE CHOICE QUESTION

2 mins • 1 pt

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald’s decided to use the “golden arches” and Ronald McDonald as symbols of their brand?

The product and all accompanying marketing activities and supporting marketing programs

The service and all accompanying marketing activities and programs

The initial choices for the brand elements or identities making up the brand

Associations indirectly transferred to the brand by linking it to some other entity

3.

MULTIPLE CHOICE QUESTION

1 min • 1 pt

Six brand elements assist in brand building. Which of the following would NOT be among those preferred brand elements?

Adaptable

Protectible

Memorable

Subliminal nature

4.

MULTIPLE CHOICE QUESTION

45 sec • 1 pt

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Memorable

Meaningful

Likeable

Transferable

5.

MULTIPLE CHOICE QUESTION

45 sec • 1 pt

Brand names are not the only important brand element. Often, ________, the more important it is that brand elements capture the brand’s intangible characteristics.

the less concrete brand benefits are

the more concrete brand benefits are

the more varied brand perceptions are

the less varied brand perceptions are

6.

MULTIPLE CHOICE QUESTION

1 min • 1 pt

With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful “hooks” or “handles” to help consumers grasp what the brand is and what makes it special.

Spokesperson

product shape

slogan

patent

7.

MULTIPLE CHOICE QUESTION

1 min • 1 pt

A few good illustrations of power brand elements are Nike’s “swoosh” logo, the empowering “Just Do It” slogan, and the mythological “Nike” name based on the winged goddess of victory.

TRUE

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