Session 2 quiz

The set or the different kinds of products made by a company is called as _____________

• product range or product line

• product placement

• product launch

• product lifecycle

Image (Brand)

• The title given to a product by the company that makes it.

• Using an existing name on another type of product.

• The ideas and beliefs people have about a brand.

• The tendency to always to buy a particular brand.

Awareness (Brand)

• The title given to a product by the company that makes it.

• Using an existing name on another type of product.

• The ideas and beliefs people have about a brand.

• The tendency to always buy a particular brand.

• How familiar people are with a brand (or its logo and slogan ).

Creating a positive brand image takes marketing programs that link associations to the brand in memory. What kind of associations ensure a positive image?

• complex associations

• weak, favorable, and unique

• strong, favorable, and unique

• unrealistic associations

The act of designing the company’s image so that it occupies a distinct and valued place in the target customer’s minds is called

• image sketching

• establishing POPs

• branding

• brand positioning

Which of the following is/are associated with branding?

• influencing how people feel about their emotions that they exude when they think about a brand

• influencing what people do

• are we getting people to click on our on our ads?

What is the associative network memory model used for?

• To represent brand awareness

• To view memory as a network of nodes and links

• To identify brand positioning

• To measure brand image

What are the outcomes of strong brands according to the text?

• Decreased loyalty

• Increased marketing communication effectiveness

• Less trade cooperation

• Limited brand extension opportunities

What is the purpose of brand awareness?

• To decrease consumer purchase motivation

• To reduce marketing communication effectiveness

• To limit consumer purchase ability

• To increase familiarity and awareness of a brand element

What are the components of brand knowledge?

• Brand loyalty and benefits sought

• Brand awareness and brand image

• Brand attributes and benefits

• Brand recognition and brand recall