WorksheetsBranding Unit Quiz
Total questions: 40
Worksheet time: 20mins
A brand is best defined as —
A company slogan
A name, term, design, symbol, or combination that identifies a product
A logo only
An advertising strategy
Branding is important because it —
Lowers employee wages
Eliminates competition
Helps customers know what to expect from a company
Guarantees profits
Which of the following is NOT a purpose of branding?
Creating customer trust
Increasing recognition
Confusing consumers
Supporting advertising messages
A brand’s image is best described as —
The logo used on packaging
The legal name of the business
The personality of the brand
The price of the product
TOMS Shoes is an example of a brand built around —
Luxury pricing
Brand values and social responsibility
Generic branding
Co-branding
Which element of branding refers to the legal name of a business?
Brand name
Trade name
Brand mark
Trademark
The brand name Gap refers to —
Clothing style
A generation gap
Store location
Manufacturing method
A brand mark is —
The legal registration of a brand
The slogan used in advertising
The visible, recognizable design element of a brand
The company mission
Which is the best example of a brand mark?
Kellogg’s legal paperwork
Nike’s manufacturing process
The Baskin-Robbins “31” logo
Walmart’s pricing strategy
A brand (trade) character is —
A brand slogan
A human-like figure representing the brand
A trademarked logo
A brand extension
Which is an example of a trade character?
Amazon smile logo
Geico Gecko
Barbie Pink
Reese’s cereal
A trademark —
Is optional for businesses
Has no legal protection
Is registered and legally protected
Only applies to slogans
Trademarks are primarily used to —
Increase prices
Prevent customer complaints
Stop competitors from using similar branding
Improve employee morale
A company’s unique value proposition (UVP) explains —
Product cost
Advertising budget
How the brand is different and valuable
Store location
Brand values represent —
A company’s profit goals
What the brand stands for
Product availability
Manufacturing speed
Ben & Jerry’s brand values focus heavily on —
Minimal advertising
Environmental and social activism
Low pricing
Generic branding
Brand cohesion refers to —
Product variety
Employee satisfaction
Consistency across branding elements
Store size
Barbie’s consistent use of pink helps maintain —
Brand extension
Brand cohesion
Brand licensing
Brand rejection
Which is an example of a national brand?
Great Value
Market Pantry
Hershey’s
Generic Cola
National brands appeal to consumers because they are associated with —
Lower prices
Unknown quality
Consistency and reliability
Limited availability
A private distributor brand is —
Sold by only one retailer
Owned by manufacturers
More expensive than national brands
Unbranded
Market Pantry is an example of a —
Generic brand
National brand
Private distributor brand
Co-branded product
Generic brands typically —
Cost more than national brands
Have strong brand identities
Are minimally packaged and low cost
Are heavily advertised
A brand extension uses —
A new company name
An existing brand name for a new product
Two brands together
A licensing agreement
Reese’s Puffs cereal is an example of —
Co-branding
Brand licensing
Brand extension
Mixed branding
Brand licensing allows —
Anyone to use a brand
Another company to use a brand for a fee
Customers to design logos
Competitors to copy products
McDonald’s Monopoly promotion is an example of —
Brand extension
Brand licensing
Mixed branding
Generic branding
A mixed branding strategy includes —
Only national brands
Only private brands
A mix of national, private, and generic brands
Licensed products only
L’Oréal is a good example of mixed branding because it —
Sells only luxury products
Targets many different markets
Uses one brand image
Avoids private labels
Brand loyalty means customers —
Will buy only when prices are low
Occasionally recognize the brand
Choose the brand repeatedly
Avoid the brand
Branding helps companies create loyal customers.
True
False
A trade name and a brand mark are the same thing.
True
False
Generic brands usually spend heavily on advertising.
True
False
Brand cohesion focuses on consistency across marketing materials.
True
False
A trademark provides legal protection for a brand.
True
False
Co-branding involves two brands working together on a product.
True
False
Brand recognition and brand awareness mean the same thing.
True
False
Brand preference occurs when customers choose a brand over others.
True
False
Brand rejection means customers refuse to buy a product because of its brand.
True
False
Brand loyalty is the weakest level of brand recognition.
True
False
