Brand Management Quiz

How many steps does the strategic brand management process have?

• 3

• 4

• 5

• 6

Choose the INCORRECT statement

• Brand equity explains why different outcomes result from the marketing of a branded product or service than if it were not branded

• The "added value" can be created for a brand in one way only

• Brand equity consists of the marketing effects uniquely attributable to a brand

• Brand equity concept reinforces how important the brand is in marketing strategies

Customer-based brand equity is the ____(1)____ that ____(2)_____ has on ____(3)_____ to the marketing of that brand.

• (1) differential effect; (2) brand knowledge; (3) customer response

• (1) brand knowledge; (2) differential effect; (3) customer response

• (1) differential effect; (2) customer response; (3) brand knowledge

• (1) brand knowledge; (2) customer response; (3) differential effect

Brand image is ______

• consumers’ perceptions about a brand, as reflected by the brand associations held in consumer memory

• related to the strength of the brand node or trace in memory

• consumers’ ability to confirm prior exposure to the brand when given the brand as a cue

• consumers’ ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue

Which is NOT a way to improve brand awareness?

• repetition

• linkages in memory to product categories

• increasing familiarity of brand elements throughout IMC activities

• linking strong, favorable, and unique associations to the brand in memory

Brand positioning is NOT _______

• the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind

• at the heart of marketing strategy 

• finding the proper location in the minds of all consumers

• a guide to marketing strategy 

Brand mantra is NOT _______

• a short, three- to five-word phrase

• captures the irrefutable essence or spirit of the brand positioning

• brand's slogan

• a mental filter to screen out brand-inappropriate marketing activities

Choose the INCORRECT statement

• Brand logo and symbol are visual elements playing a critical role in building brand equity and especially brand awareness

• Logo are nonword mark symbols 

• Logos can be easily adapted over time to achieve a more contemporary look

• Logos and symbols are often easily recognized

Which type of brand feelings is experiential and immediate?

• Fun

• Security

• Social approval

• Self-respect

5 levels of meaning for a product respectively are _________

• core benefit level - augmented product level - generic product level - potential product level - expected product level

• core benefit level - generic product level - expected product level - augmented product level - potential product level

• generic product level - core benefit level - expected product level - augmented product level - potential product level

• core benefit level - expected product level - generic product level - augmented product level - potential product level