Brand recognition is………………………

A. Consumers' ability to confirm prior exposure to the brand

B. Consumers' ability to retrieve the brand from memory

What advantages does brand awareness provide?

B. Learning advantages, consideration advantages, and choice advantages

A. Price advantages and distribution advantages

C. Product performance advantages and marketing advantages

D. Competitor analysis advantages and market share advantages

In terms of brand associations, what makes the favorability of brand associations higher?

D. Possessing relevant attributes and benefits that satisfy consumer needs and wants

A. The number of brand associations

B. The uniqueness of the brand attributes

C. The presence of irrelevant associations

What do "Points-of-Difference" (PODs) refer to in brand positioning?

B. Attributes or benefits that consumers strongly associate with a brand

A. Attributes or benefits that are not unique to a brand

C. Negative correlations between attributes and benefits

D. Product descriptor following a brand name

In positioning, what does a "straddle position" involve?

B. Having both Points-of-Difference and Points-of-Parity in one category

A. Maintaining the same position over time

C. Emphasizing the unique features of a brand

D. Using exemplars to specify category membership

Which of the following is NOT mentioned as one of the "Positioning Guidelines"?

C. Avoiding any relationship between Points-of-Parity and Points-of-Difference

A. Defining and communicating the competitive frame of reference

B. Choosing Points-of-Difference

What does the "competitive frame of reference" involve in brand positioning?

C. Communicating the benefits of a product category

A. Identifying the brand's Points-of-Difference

B. Defining the target market for the product

D. Leveraging equity of another entity

What are the issues in arriving at the optimal competitive brand positioning?

A. Defining and communicating the competitive frame of reference

B. Choosing and establishing points-of-parity and points-of-difference

What is NOT a true statement?

B. Captures the confused essence or spirit of the brand positioning

A. A brand mantra reflects the essential heart and soul of the brand

C. A brand mantra is a short, three- to five-word phrase

D. A brand mantra is similar to "brand essence" or "core brand promise"

Category, competitive, and correlational are three types of:

A. Points - of - Parity Associations

B. Points - of - Difference Associations

C. Points - of - Similarity Associations

D. Points - of - Unique Associations

What is brand positioning?

C. The marketing strategy that defines how a brand wants to be perceived by its target market

A. The legal protection of a brand's intellectual property

B. The process of selecting a suitable brand name

D. The consumer perception of a brand's advertising campaigns

What is the purpose of a brand's positioning strategy?

A. To differentiate the brand from its competitors

B. To target a broad audience for the brand

C. To maximize marketing investments for the brand

D. To establish legal protection for the brand's intellectual property

What is the objective of brand repositioning?

D. To alter the perception and image of a brand

A. To target new customer segments

B. To reduce the price of a brand's products

C. To increase the advertising budget for a brand

What is brand equity?

C. The perception and value consumers associate with a brand

A. The financial value of a brand

D. The advertising budget allocated to a brand

What is the concept of brand resonance?

A. The emotional connection consumers have with a brand

B. The financial value of a brand

C. The advertising and promotional activities of a brand

What is the primary focus when defining Customer-Based Brand Equity (CBBE)?

C. The perspective of the consumer

A. The financial value of the brand

B. The brand's popularity on social media

D. The brand's manufacturing process

What does brand salience measure?

A. Various aspects of the awareness of the brand.

B. How easily and often the brand is evoked under various situations or circumstances

Which questions does the third step in the branding ladder represent?

B. What about you? What do I think or feel about you?

D. What about you and me? What kind of association and how much of a connection would I like to have with you?

What factors that marketers need to consider to create the differential response that leads to customer-based brand equity?

B. The strength, favorability, and uniqueness of brand associations.

A. The strength, weakness, and uniqueness of brand associations.

C. The strength and weakness of brand associations.

D. The strength and uniqueness of brand associations.

The depth of brand awareness measures…………………

B. Ease with which brand elements can be recalled

A. Purchase and usage situations in which the brand element comes to mind

Brands knowledge has two components, they are:

C. Brand awareness and brand image

A. Brand awareness and brand recognition

B. Brand image and brand recall

D. Brand recognition and brand recall

Brand awareness consists of?

D. Brand recognition and brand recall

A. Brand recognition, brand image and brand recall

B. Brand image and brand recall

C. Brand recognition and brand image

A highly salient brand is one that has:

A. Depth and breadth of brand awareness

B. Depth or breadth of brand awareness.

C. Depth and breadth of brand awareness and another factor.

môn BRA lần 2 :))

Authored by Phuong Tran

English

University

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MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What should marketers focus on once a sufficient level of brand awareness is created?

A. Expanding the product line

B. Improving production efficiency

C. Crafting a brand image

D. Reducing advertising costs

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What is a "unique selling proposition" in the context of brand associations?

A. The strength of brand recognition

B. Favorability of brand attributes

C. Uniqueness of brand associations

D. A distinctive feature that provides a competitive advantage

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What is the act of designing a company's offer and image to occupy a distinct and valued place in the target customers' minds known as?

A. Brand recognition

B. Market segmentation

C. Brand positioning

D. Brand recall

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Why is market segmentation important in brand positioning?

A. To increase the company's production capacity

B. To reduce advertising costs

C. To identify the right market segment for the product

D. To create unique brand associations

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What are the criteria for market segmentation mentioned in the text?

A. Brand awareness, brand image, and brand association

B. Identifiability, size, accessibility, and responsiveness

C. Product quality, pricing, and distribution

D. Marketing communication and advertising

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Brand image is…………….

A. Reflected by the brand associations held in consumer memory

B. Related to the strength of the brand node or trace in memory

C. A step in building brand equity

D. All of the above

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

When consumers can retrieve a brand from memory when given the product category or needs fulfilled by the category as a cue, it is known as:

A. Brand recognition

B. Brand recall

C. Brand repetition

D. Brand uniqueness

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môn BRA lần 2 :))

What should marketers focus on once a sufficient level of brand awareness is created?

What is a "unique selling proposition" in the context of brand associations?

What is the act of designing a company's offer and image to occupy a distinct and valued place in the target customers' minds known as?

Why is market segmentation important in brand positioning?

What are the criteria for market segmentation mentioned in the text?

Brand image is…………….

When consumers can retrieve a brand from memory when given the product category or needs fulfilled by the category as a cue, it is known as:

Brand recognition is………………………

What are the advantages of brand awareness?

Which advantages create a high level of brand awareness?

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