Advertising and Media Planing 2.

Which is NOT true? Brands...

• are one of the companies’ most important intangible assets.

• are a promise to consumers.

• must be managed properly.

• represent the same things to everyone.

Companies have the least control over...

• planned messages

• unplanned messages

• product messages

• service messages

From the consumer's perspective, which is NOT a role brands play ?

• Provide social acceptance

• Reduce search time

• Attract investments

• Provide positive assurance

According to Interbrand in 2021, the top 5 best global brands are from the .......... sector.

• technology

• entertainment

• luxury goods

• they are from a variety of sectors.

When Procter & Gamble added a new laundry detergent in Asia called "Panda" to its current line of laundry detergents, the Panda brand would be considered a:

• brand extension.

• family brand.

• flanker brand.

• complementary brand.

Changing an image is most necessary when: (chose the BEST answer)

• a brand's image has been adversely impacted by entry of new competitors.

• sales begin to decline.

• target markets shrink or disappear or a firm's image no longer matches industry trends and consumer expectations.

• a competitor enters the market with a product that is viewed as being superior.