Question 1

After developing a position, you should launch the brand by ______.

Accepted Answer

A)  developing a marketing campaign and communicating with target users 
B)  conducting a series of press releases about your brand benefits 
C)  launching internally to train staff on what the brand means 
D)  launching carefully in a small test market 
A)  developing a marketing campaign and communicating with target users 
B)  conducting a series of press releases about your brand benefits 
C)  launching internally to train staff on what the brand means 
D)  launching carefully in a small test market C

Question 2

Positioning research involves two key things - what are they?

Accepted Answer

A)  User needs and brand heritage 
B)  User and ideological frames of reference 
C)  Unique selling points 
D)  Gaps in the market 
A)  User needs and brand heritage 
B)  User and ideological frames of reference 
C)  Unique selling points 
D)  Gaps in the market B

Question 3

Firms must build brand assets to communicate to users. What are these assets?

Accepted Answer

A)  Logos and slogans 
B)  Characters and design language 
C)  Packaging and labelling 
D)  All of these 
A)  Logos and slogans 
B)  Characters and design language 
C)  Packaging and labelling 
D)  All of these D

Question 4

What type of brand name is Nike?

Accepted Answer

A)  Fabricated 
B)  Metaphorical 
C)  Antonym 
D)  Descriptive 
A)  Fabricated 
B)  Metaphorical 
C)  Antonym 
D)  Descriptive

Question 5

What does positioning involve?

Accepted Answer

A)  Defining the brand according to user needs 
B)  Developing a strong logo 
C)  Developing an identity for the brand that will endure 
D)  Developing a creative social media campaign 
A)  Defining the brand according to user needs 
B)  Developing a strong logo 
C)  Developing an identity for the brand that will endure 
D)  Developing a creative social media campaign

Question 6

How is the ideological frame of reference generated?

Accepted Answer

A)  Employing an agency to identify what is important to younger consumers 
B)  An external analysis to identify important trends 
C)  Research that delves into the firm's backstory and its image with key stakeholders 
D)  All of these 
A)  Employing an agency to identify what is important to younger consumers 
B)  An external analysis to identify important trends 
C)  Research that delves into the firm's backstory and its image with key stakeholders 
D)  All of these

Question 7

Who should be in a brand team?

Accepted Answer

A)  People with influence in the boardroom 
B)  People who can influence others within the firm 
C)  Local champions 
D)  All of these 
A)  People with influence in the boardroom 
B)  People who can influence others within the firm 
C)  Local champions 
D)  All of these

Question 8

What research is necessary for building a strong position?

Accepted Answer

A)  User jobs to be done 
B)  Competitors 
C)  Firm capabilities 
D)  All of these 
A)  User jobs to be done 
B)  Competitors 
C)  Firm capabilities 
D)  All of these

Question 9

Building internal support for the brand involves three steps. What are they?

Accepted Answer

A)  Tracking, understanding brand logic, internal launch 
B)  External launch, brand research, positioning 
C)  Positioning, build a brand team, internal by-in 
D)  Understanding brand logic, gaining internal buy-in, building a brand team 
A)  Tracking, understanding brand logic, internal launch 
B)  External launch, brand research, positioning 
C)  Positioning, build a brand team, internal by-in 
D)  Understanding brand logic, gaining internal buy-in, building a brand team

Question 10

To launch a brand one needs to communicate with users. Which strategy should you adopt?

Accepted Answer

A)  Define a very narrow target and aim to make them fanatically loyal 
B)  Market to as many users as possible 
C)  Define the brand's position with broad appeal 
D)  Initially target one group and then aim to build the brand's appeal to all users within the category 
A)  Define a very narrow target and aim to make them fanatically loyal 
B)  Market to as many users as possible 
C)  Define the brand's position with broad appeal 
D)  Initially target one group and then aim to build the brand's appeal to all users within the category

Question 11

The first step of building brand foundations involves brand research. What do you conduct research on?

Accepted Answer

A)  Loyalist users 
B)  Target users 
C)  Brand and founder backstory 
D)  All of these 
A)  Loyalist users 
B)  Target users 
C)  Brand and founder backstory 
D)  All of these

Question 12

A brand position must meet four tests. What are they?

Accepted Answer

A)  Relevance, consistency, awareness and improvisation 
B)  Character, deliverability, authenticity and awareness 
C)  Relevance, differentiation, deliverability and authenticity 
D)  None of these 
A)  Relevance, consistency, awareness and improvisation 
B)  Character, deliverability, authenticity and awareness 
C)  Relevance, differentiation, deliverability and authenticity 
D)  None of these

Question 13

Once defined, what role does the brand position play?

Accepted Answer

A)  It is placed in a prominent place for everyone to view 
B)  It is communicated directly to users as written 
C)  It influences everything the brand does 
D)  It is put in a marketing plan as a formality 
A)  It is placed in a prominent place for everyone to view 
B)  It is communicated directly to users as written 
C)  It influences everything the brand does 
D)  It is put in a marketing plan as a formality

Question 14

What is the main strength of IBM's 'Imagination at work' slogan?

Accepted Answer

A)  It is unique. 
B)  It is different. 
C)  It is short. 
D)  It is free from negative connotations. 
A)  It is unique. 
B)  It is different. 
C)  It is short. 
D)  It is free from negative connotations.

Question 15

The user frame of reference is useful for making which key decisions?

Accepted Answer

A)  Identifying the user need 
B)  Identifying competitors serving that need 
C)  Identifying relevant capabilities 
D)  All of these 
A)  Identifying the user need 
B)  Identifying competitors serving that need 
C)  Identifying relevant capabilities 
D)  All of these

Question 16

How does one measure brand assets?

Accepted Answer

A)  By whether consumers recognize them? 
B)  By their fame and uniqueness 
C)  By the awards and praise they receive 
D)  None of these 
A)  By whether consumers recognize them? 
B)  By their fame and uniqueness 
C)  By the awards and praise they receive 
D)  None of these

Question 17

What considerations go into choosing a segment?

Accepted Answer

A)  Potential profitability 
B)  Under-served markets 
C)  Ability to win 
D)  All of these 
A)  Potential profitability 
B)  Under-served markets 
C)  Ability to win 
D)  All of these

Question 18

What is a simple test for determining a good idea for a brand position?

Accepted Answer

A)  That it feels good to the team 
B)  That it has a workable opposite 
C)  It upsets no one 
D)  None of these 
A)  That it feels good to the team 
B)  That it has a workable opposite 
C)  It upsets no one 
D)  None of these

Question 19

How does a brand manager externally communicate the brand's position?

Accepted Answer

A)  Through a personality or archetype 
B)  Through a tagline 
C)  Through a logo 
D)  All of these 
A)  Through a personality or archetype 
B)  Through a tagline 
C)  Through a logo 
D)  All of these

Question 20

If a brand asset is high on fame and low on uniqueness, what options do you have?

Accepted Answer

A)  Focus on sole use to build up awareness 
B)  Avoid solo use 
C)  Lose it altogether 
D)  Ignore it 
A)  Focus on sole use to build up awareness 
B)  Avoid solo use 
C)  Lose it altogether 
D)  Ignore it

After developing a position, you should launch the brand by ______.

Positioning research involves two key things - what are they?

Firms must build brand assets to communicate to users. What are these assets?

What type of brand name is Nike?

What does positioning involve?

How is the ideological frame of reference generated?

Who should be in a brand team?

What research is necessary for building a strong position?

Building internal support for the brand involves three steps. What are they?

To launch a brand one needs to communicate with users. Which strategy should you adopt?

The first step of building brand foundations involves brand research. What do you conduct research on?

A brand position must meet four tests. What are they?

Once defined, what role does the brand position play?

What is the main strength of IBM's 'Imagination at work' slogan?

The user frame of reference is useful for making which key decisions?

How does one measure brand assets?

What considerations go into choosing a segment?

What is a simple test for determining a good idea for a brand position?

How does a brand manager externally communicate the brand's position?

If a brand asset is high on fame and low on uniqueness, what options do you have?

Brands and Branding

Brand Users

Brand Equity

Data, Insights and Measurement

Brand Consistency

Managing Brand Growth

Brand Relevance

Communal Branding

Globalisation and Branding

Ethics and Brand Purpose

Managing Brand Crisis

Filters

Exam 5: Creating New Brands

After developing a position, you should launch the brand by ______.

Positioning research involves two key things - what are they?

Firms must build brand assets to communicate to users. What are these assets?

What type of brand name is Nike?

What does positioning involve?

How is the ideological frame of reference generated?

Who should be in a brand team?

What research is necessary for building a strong position?

Building internal support for the brand involves three steps. What are they?

To launch a brand one needs to communicate with users. Which strategy should you adopt?

The first step of building brand foundations involves brand research. What do you conduct research on?

A brand position must meet four tests. What are they?

Once defined, what role does the brand position play?

What is the main strength of IBM's 'Imagination at work' slogan?

The user frame of reference is useful for making which key decisions?

How does one measure brand assets?

What considerations go into choosing a segment?

What is a simple test for determining a good idea for a brand position?

How does a brand manager externally communicate the brand's position?

If a brand asset is high on fame and low on uniqueness, what options do you have?

Brands and Branding

Brand Users

Brand Equity

Data, Insights and Measurement

Brand Consistency

Managing Brand Growth

Brand Relevance

Communal Branding

Globalisation and Branding

Ethics and Brand Purpose

Managing Brand Crisis

Filters