Brand Management - Topic 1

Which of the following best defines a brand?

• A marketing campaign

• A term, name, symbol, or design that identifies a product

• A sales strategy

• A logo only

Which activity is a part of branding?

• Producing goods

• Building and communicating a brand's identity

• Tracking sales figures

• Conducting market research only

Which of the following is NOT a component of brand equity?

• Brand awareness

• Brand loyalty

• Production cost

• Perceived quality

In branding, a product's emotional connection is best related to:

• Price and utility

• Trust and recognition

• Features and reliability

• Logo design

What is an example of brand reinforcement?

• Launching a new product

• Improving customer experience through existing services

• Developing a new logo

• Creating a competitor analysis

Which of the following is an example of place-based branding?

• McDonald's Happy Meal

• Paris being called 'The City of Love'

• Nike's tagline 'Just Do It'

• Apple's minimalistic logo

Birds/animal forms in branding are used to convey:

• Utility and features of a product

• Emotional traits like trustworthiness or freedom

• Manufacturing quality

• None of the above

Strategic brand management focuses on:

• Building brand equity

• Reducing marketing costs

• Manufacturing quality assurance

• Increasing the number of SKUs

Which is a key metric to assess brand equity?

• Production cost

• Brand awareness and perceived quality

• Market growth rate

• Operational expenses

Which component of brand equity is demonstrated when customers recommend a brand to others?

• Brand loyalty

• Brand awareness

• Brand association

• Perceived quality