Chapter 3_Part 1_Strategic Brand Management

What is the primary purpose of a brand audit?

• To review financial performance

• To assess brand health and sources of brand equity

• To check compliance with legal branding guidelines

• To evaluate competitor pricing strategies

In the Brand Identity Prism by Kapferer, which of the following refers to how consumers perceive themselves when using a brand?

• Reflection

• Personality

• Self-image

• Culture

What is the key difference between brand identity and brand image?

• Identity is controlled by consumers, while image is defined by brands

• Identity refers to brand logos, while image refers to brand slogans

• Image is the same as reputation, while identity is about corporate social responsibility

• Identity is how the brand wants to be perceived, while image is how consumers actually perceive it

What is the primary function of a brand persona?

• It provides a detailed representation of the ideal customer

• It helps companies communicate their brand strategy internally

• It replaces the traditional target audience segmentation

• It is used for storytelling but has no influence on marketing decisions

Post-it (or sticky note) is a small piece of paper with a re-adhesive strip on the back, designed for temporarily attaching notes to documents and other surfaces. Developed by the American conglomerate 3M, Post-it has become a widely recognized brand. Which of the following statements is true about the brand name Post-it?

• Post-it is a phonetic brand name.

• This brand name provides information about the product usage.

• This brand name provides information about the manufacturer of the product.

• This brand name provides information about the product origin.

Which of the following is NOT a typical component of a brand inventory?

• Brand elements

• Brand architecture

• Brand history

• Customer-brand associations

What is the primary purpose of branding elements?

• To solely attract new customers and increase sales

• To comply with legal regulations and avoid trademark infringement

• To create a visually appealing design and enhance aesthetics

• To ensure brand identification and differentiation, and convey the brand’s positioning

What is brand personality and why is it important?

• Brand personality is the set of human traits associated with a brand, important for consumer identification and emotional connection

• Brand personality is the same as brand image, which is how consumers perceive the brand's overall visual appearance

• Brand personality is only relevant for external advertising and marketing campaigns, not internal operations or employee behavior

• Brand personality is simply the list of product features and benefits a brand offers

What is the difference between emotional and cognitive involvement in brand positioning?

• Cognitive involvement relies on feelings, while emotional involvement relies on facts and product features

• Cognitive involvement is used for low-cost items, while emotional involvement is used for high-cost items

• Cognitive involvement uses information, while emotional involvement uses feelings and values

• Cognitive involvement is based on brand loyalty, while emotional involvement is based on price

What strategies can be used for repositioning a brand within the same market space?

• Adaptation, Influencing, and Differentiation

• Adaptation, Influencing, and Expansion

• Adaptation, Influencing, and Market Segmentation

• Adaptation, Influencing, and Cultivation