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WorksheetsSession 2 quiz
Total questions: 20
Worksheet time: 14mins
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
What is the primary goal of brand management?
Increasing production efficiency
Maximizing shareholder profits
Building and maintaining brand equity
Lowering marketing costs
Which of the following is NOT a component of brand identity?
Brand name
Brand logo
Brand personality
Brand competitors
What is brand equity?
The financial value of a brand
The number of products sold under a brand name
The emotional and perceptual associations that consumers have with a brand
The total market share of a brand
Complete these sentences with word partnerships from the previous exercise.
No one recognises our logo or slogan. We need to spend more on advertising to raise brand (a)
Complete these sentences with word partnerships from the previous exercise.
Consumers who always buy Sony when they need a new TV are showing brand (a) .
Complete these sentences with word partnerships from the previous exercise.
The brand (a) of Mercedes-Benz is such that its products are seen as safe, reliable, luxurious, well made and expensive.
How do we get the information about what consumers want or need with regard to a particular brand
market research
market share
market segment
market challenger
______ includes all that is linked up in memory about the brand. It could be specific to attributes, features, benefits or looks of the brand.
a. Brand attitude
b. Brand Associations
c. Brand relationship
d. Brand image
Use of a well-known person to advertise products
product endorsement
product placement
product launch
product range
What is a product?
A service that is offered for free
A type of advertisement
Anything offered to a market for attention or consumption
A physical item only
