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WorksheetsIntroduction to Brand Management
Total questions: 10
Worksheet time: 5mins
What is brand?
the intangible sum of a product’s attributes
an object or system made available for consumer use
a transaction in which no physical goods are transferred from the seller to the buyer.
an image that people hold in their mind about the company, its products, and its services.
Brand Management defined as...
a series of techniques used to increase the perceived value of a product or service
a process by which a product or service is introduced and promoted to potential customers
a set of practices that encompass the end-to-end processes of talent acquisition, talent optimization, and talent retention
the application of processes, methods, skills, knowledge and experience to achieve specific project objectives according to the project acceptance criteria within agreed parameters
At the heart of successful brand is _______________ backed by creatively designed and executed marketing.
promotion
price
a great slogan
a great product or services
____________ is endowing products and services with the power of a brand.
Packaging
Branding
Brand image
Brand positioning
Which of the following are brand element?
Brand Name
URL’s
Jingles
All of these
The following are example of international brand.
Ferrari
Disney
All of these
Why invest in branding?
To attract ideal customers
Close deals more easily
Command Higher Prices
All of these
________________ is important when launching new products and services, and it drives consumers' decisions when differentiating between competing companies.
Brand positioning
Brand image
Brand awareness
Brand element
Which of the following is not a key element of a brand manager's job?
Managing the budget for advertising and promotional items
Creating and managing promotional collateral to establish and maintain product branding
overseeing department functions and managing employees
Planning and execution of all communications and media actions on all channels, including online and social media
The following are the challenges to brand builders EXCEPT...
savvy customers
decreasing advertising expenditures
splitting customers into groups
decreasing brand loyalty in many categories
