1. . …………………refers to a brands objective (functional) attributes in relation to other brands.

a. Brand position

b. Product position

c. Brand relationship

d. Both a and b

Answer:d

2. …………defines what the brand thinks about the consumer, as per the consumer.

a. Brand attitude

b. Brand positioning

c. Brand relationship

d. Brand image

Answer: a

3. …………………includes two aspects of a brand – its associations and its personality.

a. Brand attitude

b. Brand positioning

c. Brand relationship

d. Brand image

Answer: d

4. …………………includes all that is linked up in memory about the brand. It could be specific to attributes , features, benefits or looks of brand.

a. Brand attitude

b. Brand Associations

c. Brand relationship

d. Brand image

Answer:b

5. …………………..includes two visual signals of a brand – its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.

a. Brand attitude

b. Brand Image

c. Brand Symbol

d. Brand Positioning

Answer: c

6.………………….can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.

a. Brand Comparison

b. Cannibalization

c. Positioning

d. Brand Associations

Answer: b

7. A marketer need to understand that some ‘general traits’ of a brand name are:

a. Easy to recognize

b. Easy to pronounce

c. Easy to memorize or recall

d. All of the above

e. None of the above

Answer:d

8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the examples of………..

a. Descriptive Brand Name

b. Suggestive brand name

c. Free Standing brand name

d. None of the above

Answer: a

9. Kadak, Xerox, Exxon, Fidji are the examples of

a. Free Standing brand name

b. Descriptive Brand Name

c. Suggestive brand name

d. Bothe b and c

Answer: a

10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of

a. Descriptive Brand Name

b. Suggestive brand name

c. Free Standing brand name

d. None of the above

Answer: b

11. Watches sold as a Jewellery is related to

a. Titan Raga

b. Tanishq

c. Swatch

d. GoldPlus

Answer: b

12. Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of

a. Benefit related positioning

b. Positioning by usage occasion and time of use

c. Category related positioning

d. Price Quality positioning

Answer: c

13. “Jod jo tootega nahin” tagline is related with brand……

a. M-Seal

b. Fevikwik

c. Fevicol

d. Ambooja cement

Answer: c

14. Lifebuoy – kills the germs you cannot see, is an example of

a. Emotional benefit related positioning

b. Functional benefit related positioning

c. Usage occasion related positioning

d. Health related positioning

Answer: b

15. Match the correct

1. Close up        i. Fresh

2. JK Tyres       ii. Caring

3. J&J                 iii. In control

4. Liril                iv. Confident

Options:

a. 1(ii), 2(iii), 3(i), 4(iv)

b. 1(ii), 2(iv), 3(i), 4(iii)

c. 1(iv), 2(iii), 3(ii), 4(i)

d. 1(ii), 2(iii), 3(iv), 4(i)

Answer: c

16. Which is not an example of Positioning by usage occasion and time of use?

a. Listerine – night time rinse

b. Nescafe – Great start to the morning

c. NIIT (Inspired……life begins at NIIT)

d. Domino’s (When families are having fun)

Answer: c

CONCEPT

Product

Brand Symbol = Brand character + Brand logo

Brand looks = Brand symbol + Brand name

Brand Associations = Link up in memory with brands attributes, benefits and looks

Brand Image = Brand associations + Brand Personality

Brand Relationship = Brand Image + Brand Attitude

Question 1

______________ provide information about content, taste, durability, quality, price, and performance, without requiring the buyer to undertake time-consuming comparison tests with similar offerings or other risk reduction approaches to purchase decisions.

Your answer:

a) Brand personalities

Correct answer:

b) Brand names

Feedback:

Brand names provide information about content, taste, durability, quality, price, and performance, without requiring the buyer to undertake time-consuming comparison tests with similar offerings or other risk reduction approaches to purchase decisions.Page reference: 455

Question 2

Brand name, marketing communications, packaging, price are examples of__________ that enable consumers to form associations that give meaning to the brand.

Your answer:

a) Brand anatomy

Correct answer:

c) Extrinsic attributes

Feedback:

Extrinsic attributes refer to those elements that are not intrinsic, and, if changed, do not alter the material functioning and performance of the proposition itself. These include devices such as the brand name, marketing communications, packaging, price, and mechanisms that enable consumers to form associations that give meaning to the brand.Page reference: 456

Question 3

Many brands are deliberately imbued with human characteristics, to the point that they are identified as having particular personalities. This is referred to as:

Your answer:

a) brand personalities.

Feedback:

Many brands are deliberately imbued with human characteristics, to the point that they are identified as having particular personalities. This is referred to as brand personalities.Page reference: 457

Question 4

Cadbury brand is a good example of:

Your answer:

b) manufacturer brand.

Feedback:

Persil, Heinz, Cadbury, and Coca-Cola are strong manufacturers' brands, they are promoted heavily, and customers develop preferences based on performance, experience, communications, and availability. Manufacturers try to create brand recognition and name recall through their marketing communications activities with end-users.Page reference: 464

Question 5

The identities and images are developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel. This is referred to as:

Your answer:

c) distributor brand.

Feedback:

The term distributor or own-label brand refers to the identities and images developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel.Page reference: 464

Question 6

Many retail brands adopt a single umbrella brand, based on the name of the organization. This is referred to as:

Your answer:

a) corporate brands.

Feedback:

Many retail brands adopt a single umbrella brand, based on the name of the organization. This name is then used at all locations and is a way of identifying the brand and providing a form of consistent differentiation, and form of recognition, whether on the high street or online.Page reference: 465

Question 7

This branding policy requires that all the products use the organization's name, either entirely or in part, e.g. Microsoft, Heinz, and Kellogg's:

Your answer:

c) Corporate brands

Correct answer:

a) Family branding

Feedback:

Once referred to as a multiproduct brand policy, family branding requires that all the products use the organization's name, either entirely or in part. Microsoft, Heinz, and Kellogg's all incorporate the company name as it is hoped that customer trust will develop across all brands.Page reference: 465

Question 8

_________ is a strategic activity and is used to differentiate and distinguish a brand, so that a consumer understands the brand, not just remembers it.

Your answer:

c) Brand positioning

Feedback:

Brand positioning is a strategic activity and is used to differentiate and distinguish a brand, so that a consumer understands the brand, not just remembers it.Page reference: 469

Question 9

This level of rebranding refers to the renaming of a whole corporate entity, often signifying a major strategic change or repositioning. This is known as:

Your answer:

a) corporate rebranding.

Feedback:

Corporate rebranding refers to the renaming of a whole corporate entity, often signifying a major strategic change or repositioning. Some well-known examples include the merger of United and Continental airlines to form United.Page reference: 472

Question 10

____________ are a way of capitalizing on the recognition, goodwill, and any positive associations of an established brand, and using the name to lever the brand into a new market.

Your answer:

d) Brand equity

Correct answer:

c) Brand extensions

Feedback:

Brand extensions are a way of capitalizing on the recognition, goodwill, and any positive associations of an established brand (Hem, Chernatony, and Iversen, 2003), and using the name to lever the brand into a new market.Page reference: 474

Question 11

In return for a fee, one company permits another to use its trademark to promote other offerings over a defined period of time, in a defined area. This is known as:

Your answer:

c) brand licensing.

Feedback:

Brand licensing the trademark of an established brand and using it to develop another brand is proving to be another popular way of using brands. In return for a fee, one company permits another to use its trademark to promote other offerings over a defined period of time, in a defined area.Page reference: 474

Question 12

When two established brands work together, on an offering to generate increased consumer appeal and attraction is called:

Your answer:

b) co-branding.

Feedback:

Co-branding occurs when two established brands work together, on an offering. The principle behind co-branding is that the combined power of the two brands generates increased consumer appeal and attraction. It also enables brands to move into markets and segments where they would normally have great difficulty in establishing themselves.Page reference: 474

Question 13

This cluster of B2B customers requires messages that emphasise the support of a well-established and highly reputable manufacturer, the emotional and self-expressive benefits should be stressed:

Your answer:

d) The brand sensitive

Correct answer:

a) The brand receptive

Feedback:

The brand receptive cluster requires messages that emphasise the support of a well-established and highly reputable manufacturer, the emotional and self-expressive benefits should be stressed.Page reference: 479

Question 14

Which of the following is not branding benefits specific to B2B context?

Your answer:

d) emotional advantages

Correct answer:

c) ethical advantages

Feedback:

There are some specific B2B context branding issues that can be distilled into four main dimensions: functional and product use benefits, emotional, self-expressive, and relational benefits.Page reference: 477

Question 15

__________ brand is sold across multiple country markets, and managed through decentralized management with local control.

Your answer:

b) Global

Correct answer:

a) Multidomestic

Feedback:

Multidomestic brand is sold across multiple country markets, and managed through decentralized management with local control.Page reference: 480

Question 16

With this type of brand scope, positioning, identity, image, distinguishing characteristics including attributes, associations, and identifiers of the brand virtually identical to the home market. This is referred to as:

Your answer:

a) multidomestic.

Correct answer:

c) international brand.

Feedback:

International brand is sold across a few country markets and managed largely by the home market, often using local agents in international markets. Positioning, identity, image,

distinguishing characteristics including attributes, associations, and identifiers of the brand virtually identical to the home market.Page reference: 480

Question 17

A measure of the value and strength of a brand, including an assessment of a brand's wealth is known as:

Your answer:

b) brand heritage.

Correct answer:

d) brand equity.

Feedback:

Brand equity is a measure of the value and strength of a brand. It is an assessment of a brand's wealth, sometimes referred to as goodwill.Page reference: 483

Question 18

Which of the following is not one of the core elements to develop business brands?

Your answer:

d) Behaviour

Correct answer:

b) Services

Feedback:

To develop business brands three core elements need to be managed. These are symbolic devices, communication and behaviour. Together these might be considered to be the branding mix.Page reference: 478

Question 19

Which of the following is not associated with brand equity?

Your answer:

d) Brand description

Correct answer:

b) Brand heritage

Feedback:

Feldwick (1996), however, suggests that there are three parts associated with brand equity:brand value, based on a financial and accounting base;brand strength, measuring the strength of a consumer's attachment to a brand; andbrand description, represented by the specific attitudes customers have towards a brand.Page reference: 483

Question 20

________need to encompass relationship issues and to ensure that the way a customer relates to a brand, including the meanings they assign, offers opportunities for cross-selling customers into other products and services in an organization's portfolio.

Your answer:

b) Brand stretching

Correct answer:

d) Brand strategies

Feedback:

Brand strategies need to encompass relationship issues and to ensure that the way a customer relates to a brand, including the meanings they assign, offers opportunities for cross-selling customers into other products and services in an organization's portfolio.Page reference: 484