Test: Chapter 1 - Brands and Brand Management

Test: Chapter 1 - Brands and Brand Management

University

8 Qs

quiz-placeholder

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Test: Chapter 1 - Brands and Brand Management

Test: Chapter 1 - Brands and Brand Management

Assessment

Quiz

Other

University

Easy

Created by

mikeldi cortezon

Used 5+ times

FREE Resource

8 questions

Show all answers

1.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What is the origin of the world "brand"?

Ancient Greek

Latin

Scandinavian (brandr)

Medieval English

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What was one of the key innovations by Procter & Gamble in brand management during the 1960s?

Introduction of product design teams

Creation of marketing teams for each brand

Use of social media for promotion

Incorporation of artificial intelligence

3.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What happened with the launch of "New Coke" in 1985?

It was an immediate success

The reception was very negative

It permanently replaced the original Coca-Cola

It increased Pepsi's sales

4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is a key difference between products and brands?

Products are timeless, but brands are perishable

Products can be copied, but brands are unique

Products are created by consumers, while brands are created by companies

Brands become obsolete faster than products

5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is NOT a function provided by a brand to consumers?

Reducing physical risks

Ensuring financial security

Helping to define self-image

Generating additional revenue for the company

6.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which type of item is mentioned as an example of something that can be branded?

Financial Services

Coffee and sugar

Charities

All of the above

7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

According to the chapter, what challenge do brands face due to empowered consumers?

Lack of innovation in products

Reduced investment in marketing

Increased access to information and distrust of advertising

Rising production costs

8.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What concept measures the value of a brand?

Marketing Strategy

Market Share

Brand Equity

Product differentiation