IPB. Test 2

How consumers/users/buyers and other market participants see competing brands or product types

• brand positioning

• brand image

• brand identity

• brand differentiation

• brand awareness

A collection of different brand elements that provide uniqueness and how they look on the outside (choose the most accurate).

• brand positioning

• brand image

• brand recognition

• brand identity

• brand differentiation

When a manager chooses a brand attribute that differentiates it from its competitors, it focuses on (choose the most accurate)...

• brand identity

• brand image

• brand positioning

• brand differentiation

• brand awareness

Using templates and clichés in messages

• does not require comprehension of the message

• intended for stereotyping

• does not allow different interpretations when decoding

• all of the above is correct

• none of the above

Which of the following characteristics is characteristic of a general audience (public)

• complete knowledge of the city

• knowledge of the city, acquired primarily through experience

• constancy (high concentration) of attention

• all of the above

• none of the above

When selecting city brand identifiers, managers should...

• limit their number as much as possible

• be based on reliable and comprehensive scientific data

• take into account only existing direct associations with the name of the city

• avoid forming a stereotypical association of an identifier with a city name

• none of the above

The name of the city may not be enough to recognize it

• True

• False

The use of templates and clichés in messages certainly guarantees

• speed of decoding and differentiation

• only decoding speed

• only differentiation

• neither one nor the other

Choose the correct statement

• The brand of the city appears already at the stage of developing its identity

• A well-differentiated brand is built on the superiority of the city over its competitors in all respects

• Brand identity is the way the public perceives the brand

• Authentic geographical and socio-cultural characteristics of the city are a necessary and sufficient condition for successful brand differentiation

• The public, as the recipient of brand messages, is characterized by a low concentration of attention

Choose the correct statement

• The brand of the city appears already at the stage of development of its identifiers

• Brand differentiation is a way to distinguish it from competitors, chosen by the brand manager

• A well-chosen brand identifier is based on in-depth knowledge of the city

• A well-differentiated brand is built on a unique combination of multiple characteristics

• When a city is associated with something, it can be branded more successfully than when something is associated with it.