________ are those trademarkable devices that serve to identify and differentiate the brand.
Brand Magt Chap 4

Quiz
•
Business
•
1st - 2nd Grade
•
Medium
Romeo Jr.
Used 4+ times
FREE Resource
12 questions
Show all answers
1.
MULTIPLE CHOICE QUESTION
45 sec • 1 pt
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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