MKTG1294 W4 QUIZ

What are the characteristics of a brand?

• A brand is owned by the marketer

• A brand is what you want

• A brand can be replaced

• A brand cannot be copied

Which of the following benefits of OMO is NOT an functional one?

• It cleans my clothes

• It comes in different sizes

• It keeps the colors bright

• It makes my clothes smell nice

The color of a product is one of its (features/attributes)

Which of the following is NOT a brand feeling?

• Warmth

• Social Appeal

• Fun

• Loyalty

Reorder the following concepts of Keller's brand equity model

• IDENTITY

• RESPONSE

• MEANING

• RELATIONSHIP

Match the following brands to their personalities

• Jeep

• Sophistication

• Microsoft

• Excitement

• Armani

• Sincerity

• Tesla

• Ruggedness

• Vinamilk

• Competence

What is missing in this paraphrased citation:

According to Schultz and Schultz, IMC was introduced in the 1980s.

• page number

• single inverted quotes

• year of publication

• all of the above

What are the benefits of brand equity?

• increase in customer loyalty

• larger margins

• increased marketing communications effectiveness

• all of the above

Which of the following is NOT a brand judgment?

• Quality

• Superiority

• Security

• Credibility

Complete this sentence: Ad content and .......impact brand association strength