14 Aug 1. At the heart of a successful brand is ________, backed by creatively designe

1.
At the
heart of a successful brand is ________, backed by creatively designed and
executed marketing.
a.
price
b.
promotion
c.
a
great product or service
d.
a
great slogan
e.
a
brand concept

2.
The
strategic brand management process involves four main steps. Which of the
following would NOT be among those steps?
a.
Measuring
consumer brand knowledge
b.
Identifying
and establishing brand positioning
c.
Planning
and implementing brand marketing
d.
Measuring
and interpreting brand performance
e.
Growing
and sustaining brand value

3. The American
Marketing Association defines a ________ as a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those of
competitors.
a.
holistic
product concept
b.
product
concept
c.
service
concept
d.
brand
e.
brand
image

4.
Consumers
learn about brands through ________ and product marketing programs.
a.
the
mass media
b.
past
experiences with the product
c.
the
sales force
d.
shopping
bots
e.
independent
information sources

5.
________
is endowing products and services with the power of a brand.
a.
Brand
image
b.
The
branding concept
c.
Branding
d.
Brand
positioning
e.
Brand
partitioning

6.
Brand
________ is the added value endowed to products and services.
a.
loyalty
b.
equity
c.
preference
d.
satisfaction
e.
benefits

7.
The
premise of ________ models is that the power of a brand lies in what customers
have seen, read, learned, thought, and felt about the brand over time.
a.
product-based
brand equity
b.
service-based
brand equity
c.
functional-based
brand equity
d.
mission-driven
brand equity
e.
customer-based
brand equity

8.
________ can be defined as the differential
effect that brand knowledge has on consumer response to the marketing of that
brand.
a.
Mission-driven
brand equity
b.
Customer-based
brand equity
c.
Product-driven
brand equity
d.
Service-driven
brand equity
e.
Function-based
brand equity

9.
If
consumers do not demonstrate different responses to different brands within a
product category, then the products are essentially commodities or generic
versions and competition will probably be based on ________.
a.
emotional
attachment
b.
brand
awareness
c.
advertising
expenditure
d.
price
e.
prestige

10. When a consumer expresses thoughts,
feelings, images, experiences, beliefs, and so on that become associated with
the brand, the consumer is expressing brand ________.
a.
knowledge
b.
loyalty
c.
behavior
d.
preference
e.
equity

11. The challenge for
marketers in building a strong brand is ________.
a. ensuring that
customers have the right type of experiences with products and their marketing
programs to create the desired brand knowledge
b. pricing the
product at a point that maximizes sales volumes
c. minimizing the
number of people to whom the product is targeted in order to provide consumers
with a personalized experience
d. retain as many
customers as possible in order to minimize the costs and pressure associated
with continually generating new leads
e. maximizing
customer value

12. Strong brands possess all of the following
marketing advantages EXCEPT ________.
a.
greater
loyalty
b.
larger
margins
c.
guaranteed
profits
d.
improved
perceptions of product performance
e.
more
elastic consumer response to price decreases

13. ________ is what
drives the differences that manifest themselves in brand equity.
a.
Brand
image
b.
Consumer
income
c.
Consumer
purchasing power
d.
Consumer
knowledge
e.
Brand
perception

14. When a marketer expresses his or her vision
of what the brand must be and do for consumers, they are expressing what is
called ________.
a.
a
brand promise
b.
a brand
mission
c.
brand
equity
d.
a
brand position
e.
a
brand concept

15. There are five
key componentsor pillarsof brand equity. Which of those components or pillars
measures the breadth of a brands appeal?
a.
Differentiation
b.
Relevance
c.
Esteem
d.
Knowledge
e.
Value

16. Three pillars that point to the brands
future value, rather than just reflecting its past, are differentiation,
energy, and relevance. Differentiation, energy, and relevance combine to
determine what is called brand ________.

a.
position
b.
image
c.
depth
d.
knowledge
e.
strength

17. According to Young and Rubicams brand
asset valuator, a brands ________ measures how well the brand is regarded and
respected.
a.
differentiation
b.
energy
c.
relevance
d.
esteem
e.
knowledge

18. David Aaker views brand equity as a set of three categories of brand
assets and liabilities linked to a brand that add or subtract from the value
provided by a product or service. They include all of the following EXCEPT ________.
a.
brand
loyalty
b.
brand
awareness
c.
brand
associations
d.
brand
price
e.
None
of the above is among Aakers three categories.

19. According to
Aaker, a particularly important concept for building brand equity is
________the unique set of brand associations that represent what the brand
stands for and promises to consumers.
a.
brand
knowledge
b.
brand
preference
c.
brand
identity
d.
brand
vision
e.
brandable
differences

20. According to the BRANDZ model of brand
strength, brand building involves a sequential series of steps. Which of these
steps would address or answer the question, Do I know about it??
a.
relevance
b.
presence
c.
performance
d.
advantage
e.
bonding

21. All of the following are considered to be
among the six brand building blocks EXCEPT ________.
a.
brand
salience
b.
brand
performance
c.
brand
imagery
d.
brand
feelings
e.
brand
pride

22. With respect to the six brand building
blocks, ________ focus on customers own personal opinions and evaluations.
a.
brand
salience
b.
brand
performance
c.
brand
imagery
d.
brand
judgments
e.
brand
resonance

23. With respect to the brand building pyramid,
at which of the following building block levels would we expect the consumer
to develop an intense, active loyalty?
a.
salience
b.
imagery
c.
feelings
d.
judgments
e.
resonance

24. From a marketing management perspective,
there are three main sets of brand equity drivers. Which of these drivers was
most applicable when McDonalds decided to use the golden arches and Ronald
McDonald as symbols of their brand?
a.
The
product and all accompanying marketing activities and supporting marketing
programs
b.
The
service and all accompanying marketing activities and programs
c.
The
initial choices for the brand elements or identities making up the brand
d.
Associations
indirectly transferred to the brand by linking it to some other entity
e.
The
profitability associated with brand development

25. ________ are those trademarkable devices
that serve to identify and differentiate the brand.
a.
Brand
elements
b.
Brand
value
c.
Brand
perception
d.
Brand
image
e.
Brand
tracks

26. Six brand elements assist in brand
building. Which of the following would NOT be among those preferred brand
elements?
a. Adaptable
b. Protectible
c. Memorable
d. Likable
e. Subliminal
nature

27. If a brand element can be used to introduce
new products in the same or different categories, the brand element is said to
be ________.
a. memorable
b. meaningful
c. likeable
d. transferable
e.
adaptable

28. Brand names are not the only important
brand element. Often, ________, the more important it is that brand elements
capture the brands intangible characteristics.

a. the less
concrete brand benefits are
b. the more
concrete brand benefits are
c. the more varied
brand perceptions are
d. the less varied
brand perceptions are
e.
the more sophisticated brand benefits are

29. With respect to powerful brand elements, a
________ is an extremely efficient means to build brand equity. The element can
function as useful hooks or handles to help consumers grasp what the brand
is and what makes it special.
a.
spokesperson
b.
product
shape
c.
slogan
d.
patent
e.
promotional
descriptor

30. A ________ can be
defined as any information-bearing experience a customer or prospect has with
the brand, the product category, or the market that relates to the marketers
product or service.
a.
brand
value
b.
brand
element
c.
brand
trait
d.
brand
character
e.
brand
contact1.
At the
heart of a successful brand is ________, backed by creatively designed and
executed marketing. a.
priceb.
promotionc.
a
great product or serviced.
a
great slogane.
a
brand concept2.
The
strategic brand management process involves four main steps. Which of the
following would NOT be among those steps? a.
Measuring
consumer brand knowledgeb.
Identifying
and establishing brand positioningc.
Planning
and implementing brand marketingd.
Measuring
and interpreting brand performance e.
Growing
and sustaining brand value3. The American
Marketing Association defines a ________ as a name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those of
competitors.a.
holistic
product conceptb.
product
conceptc.
service
conceptd.
brande.
brand
image 4.
Consumers
learn about brands through ________ and product marketing programs. a.
the
mass mediab.
past
experiences with the productc.
the
sales forced.
shopping
botse.
independent
information sources 5.
________
is endowing products and services with the power of a brand. a.
Brand
imageb.
The
branding conceptc.
Brandingd.
Brand
positioninge.
Brand
partitioning 6.
Brand
________ is the added value endowed to products and services. a.
loyaltyb.
equityc.
preferenced.
satisfactione.
benefits 7.
The
premise of ________ models is that the power of a brand lies in what customers
have seen, read, learned, thought, and felt about the brand over time. a.
product-based
brand equityb.
service-based
brand equityc.
functional-based
brand equityd.
mission-driven
brand equitye.
customer-based
brand equity 8.
________ can be defined as the differential
effect that brand knowledge has on consumer response to the marketing of that
brand. a.
Mission-driven
brand equityb.
Customer-based
brand equityc.
Product-driven
brand equityd.
Service-driven
brand equitye.
Function-based
brand equity9.
If
consumers do not demonstrate different responses to different brands within a
product category, then the products are essentially commodities or generic
versions and competition will probably be based on ________.a.
emotional
attachmentb.
brand
awarenessc.
advertising
expenditured.
pricee.
prestige10. When a consumer expresses thoughts,
feelings, images, experiences, beliefs, and so on that become associated with
the brand, the consumer is expressing brand ________. a.
knowledgeb.
loyaltyc.
behaviord.
preferencee.
equity11. The challenge for
marketers in building a strong brand is ________.a. ensuring that
customers have the right type of experiences with products and their marketing
programs to create the desired brand knowledgeb. pricing the
product at a point that maximizes sales volumesc. minimizing the
number of people to whom the product is targeted in order to provide consumers
with a personalized experienced. retain as many
customers as possible in order to minimize the costs and pressure associated
with continually generating new leadse. maximizing
customer value 12. Strong brands possess all of the following
marketing advantages EXCEPT ________. a.
greater
loyaltyb.
larger
marginsc.
guaranteed
profitsd.
improved
perceptions of product performancee.
more
elastic consumer response to price decreases13. ________ is what
drives the differences that manifest themselves in brand equity. a.
Brand
imageb.
Consumer
incomec.
Consumer
purchasing powerd.
Consumer
knowledgee.
Brand
perception 14. When a marketer expresses his or her vision
of what the brand must be and do for consumers, they are expressing what is
called ________. a.
a
brand promiseb.
a brand
missionc.
brand
equityd.
a
brand positione.
a
brand concept 15. There are five
key componentsor pillarsof brand equity. Which of those components or pillars
measures the breadth of a brands appeal?a.
Differentiationb.
Relevancec.
Esteemd.
Knowledgee.
Value 16. Three pillars that point to the brands
future value, rather than just reflecting its past, are differentiation,
energy, and relevance. Differentiation, energy, and relevance combine to
determine what is called brand ________.
a.
positionb.
imagec.
depthd.
knowledgee.
strength 17. According to Young and Rubicams brand
asset valuator, a brands ________ measures how well the brand is regarded and
respected.a.
differentiationb.
energyc.
relevanced.
esteeme.
knowledge18. David Aaker views brand equity as a set of three categories of brand
assets and liabilities linked to a brand that add or subtract from the value
provided by a product or service. They include all of the following EXCEPT ________.a.
brand
loyaltyb.
brand
awarenessc.
brand
associationsd.
brand
pricee.
None
of the above is among Aakers three categories. 19. According to
Aaker, a particularly important concept for building brand equity is
________the unique set of brand associations that represent what the brand
stands for and promises to consumers. a.
brand
knowledgeb.
brand
preferencec.
brand
identityd.
brand
visione.
brandable
differences 20. According to the BRANDZ model of brand
strength, brand building involves a sequential series of steps. Which of these
steps would address or answer the question, Do I know about it??a.
relevanceb.
presencec.
performanced.
advantagee.
bonding 21. All of the following are considered to be
among the six brand building blocks EXCEPT ________. a.
brand
salienceb.
brand
performancec.
brand
imageryd.
brand
feelingse.
brand
pride22. With respect to the six brand building
blocks, ________ focus on customers own personal opinions and evaluations. a.
brand
salienceb.
brand
performancec.
brand
imageryd.
brand
judgmentse.
brand
resonance 23. With respect to the brand building pyramid,
at which of the following building block levels would we expect the consumer
to develop an intense, active loyalty? a.
salienceb.
imageryc.
feelingsd.
judgmentse.
resonance 24. From a marketing management perspective,
there are three main sets of brand equity drivers. Which of these drivers was
most applicable when McDonalds decided to use the golden arches and Ronald
McDonald as symbols of their brand? a.
The
product and all accompanying marketing activities and supporting marketing
programsb.
The
service and all accompanying marketing activities and programsc.
The
initial choices for the brand elements or identities making up the brandd.
Associations
indirectly transferred to the brand by linking it to some other entitye.
The
profitability associated with brand development25. ________ are those trademarkable devices
that serve to identify and differentiate the brand.a.
Brand
elementsb.
Brand
valuec.
Brand
perceptiond.
Brand
imagee.
Brand
tracks26. Six brand elements assist in brand
building. Which of the following would NOT be among those preferred brand
elements? a. Adaptable b. Protectiblec. Memorabled. Likablee. Subliminal
nature 27. If a brand element can be used to introduce
new products in the same or different categories, the brand element is said to
be ________. a. memorableb. meaningfulc. likeabled. transferablee.
adaptable28. Brand names are not the only important
brand element. Often, ________, the more important it is that brand elements
capture the brands intangible characteristics.
a. the less
concrete brand benefits areb. the more
concrete brand benefits arec. the more varied
brand perceptions ared. the less varied
brand perceptions aree.
the more sophisticated brand benefits are 29. With respect to powerful brand elements, a
________ is an extremely efficient means to build brand equity. The element can
function as useful hooks or handles to help consumers grasp what the brand
is and what makes it special. a.
spokespersonb.
product
shapec.
slogand.
patente.
promotional
descriptor 30. A ________ can be
defined as any information-bearing experience a customer or prospect has with
the brand, the product category, or the market that relates to the marketers
product or service. a.
brand
valueb.
brand
elementc.
brand
traitd.
brand
charactere.
brand
contact

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