PRODUCT MANAGEMENT

According to Keller, brand associations in customers’ minds should be:

• Short, simple, easy to remember

• Unique, strong, positive

• Real, specific, tangible

• Cheap, popular, accessible

Why is a brand considered critical to organizations?

• It only reflects the price of the product

• It emphasizes the tangible aspects of the product

• It has an intangible nature but creates value for the organization

• It only represents the logo and slogan

What is the main function of packaging according to the concept?

• To increase the price of the product

• To make the product heavier

• To protect and promote the product

• To reduce the product’s quality

How does color contribute to brand recognition?

• By making the logo less visible

• By matching the product’s personality and aiding recognition

• By increasing production costs

• By making the logo monochrome

What is NOT a function of a brand for an organization?

• Creating intangible value

• Only representing the logo and slogan

• Differentiating from competitors

• Building customer loyalty

What should be avoided when creating a trademark name?

• Making it easy to remember

• Making it hard to spell

• Making it unique

• Making it easy to pronounce

How many small branches are included in brand loyalty benefits?

• 2

• 3

• 4

• 5

In the brand loyalty model, what does Presence mean?

• Customers are proud to recommend the brand

• Customers are indifferent and buy any available brand

• Customers keep buying due to switching costs

• Customers are loyal because of emotional bonding

Which is the highest form of brand loyalty in the model?

• Advantage

• Relevance buyers

• Performance

• Bonding

Which of the following is NOT one of the four sub-branches of brand awareness?

• Anchor points that bond with other associations

• Familiarity

• Performance

• Recognition