In what year did Apple become the most valuable brand in the world?

• 2011

• 2010

• 2012

• 2009

What was the estimated worth of the Apple brand in 2011?

• $153.3 billion

• $200 billion

• $100 billion

• $175 billion

Who is credited with the success of the Apple brand?

• Steve Jobs and his colleagues

• Bill Gates

• Elon Musk

• Jeff Bezos

How is a brand perceived by customers?

• As how the public sees a product or a business

• As a financial asset

• As a legal entity

• As a technological innovation

What is meant by a brand's personality?

• The legal rights of a brand

• Customer perceptions of how a brand might behave

• The financial value of a brand

• The physical appearance of a product

Which type of branding can be applied to all products and services of a company?

• Corporate branding

• Product branding

• Service branding

• Personal branding

What is the impact of charging £100 less than a rival company?

• Decreased customer interest

• Increased customer interest

• No change in customer interest

• Reduced product quality

What is the benefit of promotion?

• Increasing product prices

• Communicating with customers

• Reducing production costs

• Hiring more staff

What did Tropicana aim to simulate with their promotional setup?

• A beach

• A sunny day

• A concert

• A carnival

How do businesses communicate with the public through advertising?

• By offering free samples

• By paying for space in the media

• By reducing prices

• By hiring more staff