Question 1

A person's ability to identify a brand is referred to as ______.

Accepted Answer

A)  brand awareness 
B)  brand recognition 
C)  brand image 
D)  brand concept 
A)  brand awareness 
B)  brand recognition 
C)  brand image 
D)  brand concept A

Question 2

Which of the following is not one of the 3Cs in the comprehensive brand identity system?

Accepted Answer

A)  consumer characteristics 
B)  company context 
C)  consumer confidence 
D)  competitive rivalry 
A)  consumer characteristics 
B)  company context 
C)  consumer confidence 
D)  competitive rivalry C

Question 3

Brands that contribute to an existential search for meaning as a sustainable legacy may earn ______.

Accepted Answer

A)  heart share 
B)  legend share 
C)  mind share 
D)  value share 
A)  heart share 
B)  legend share 
C)  mind share 
D)  value share B

Question 4

Which of the following is not a characteristic of effective purpose-led branding?

Accepted Answer

A)  meaningful 
B)  unique 
C)  sustainable 
D)  coherent 
A)  meaningful 
B)  unique 
C)  sustainable 
D)  coherent

Question 5

As part of the associative network memory, a set of nodes represent ______.

Accepted Answer

A)  brand associations 
B)  stored information 
C)  brand assets 
D)  memory structure 
A)  brand associations 
B)  stored information 
C)  brand assets 
D)  memory structure

Question 6

An assembled collection of brands is referred to as a ______.

Accepted Answer

A)  master brand 
B)  branded house strategy 
C)  house of brands 
D)  endorsed brand strategy 
A)  master brand 
B)  branded house strategy 
C)  house of brands 
D)  endorsed brand strategy

Question 7

Which of the following could cause a major disruption in the distribution of market share by brand?

Accepted Answer

A)  language processing assistants 
B)  voice-command-driven purchases 
C)  artificial intelligence assistants 
D)  voice technology 
A)  language processing assistants 
B)  voice-command-driven purchases 
C)  artificial intelligence assistants 
D)  voice technology

Question 8

The two primary variables of the Customer-Based Brand Equity Framework, image associations and brand awareness, result in ______.

Accepted Answer

A)  brand assets 
B)  brand equity 
C)  brand value 
D)  brand knowledge 
A)  brand assets 
B)  brand equity 
C)  brand value 
D)  brand knowledge

Question 9

All of the following are components of the brand identity planning model EXCEPT ______.

Accepted Answer

A)  brand image 
B)  brand purpose 
C)  brand offers in the market 
D)  brand identity imprint 
A)  brand image 
B)  brand purpose 
C)  brand offers in the market 
D)  brand identity imprint

Question 10

Which type of brand purpose seeks to provide a solution to a problem?

Accepted Answer

A)  emotional brand purpose 
B)  societal brand purpose 
C)  aspirational brand purpose 
D)  functional brand purpose 
A)  emotional brand purpose 
B)  societal brand purpose 
C)  aspirational brand purpose 
D)  functional brand purpose

Question 11

Brand names and logos are trademarked assets used as ______ to relay meaning.

Accepted Answer

A)  sensory cues 
B)  intangible cues 
C)  service cues 
D)  tangible cues 
A)  sensory cues 
B)  intangible cues 
C)  service cues 
D)  tangible cues

Question 12

All of the following are TRUE about the branded house strategy option EXCEPT that it ______.

Accepted Answer

A)  is the most autonomous option 
B)  leverages an established master brand 
C)  requires a minimum investment in each new offering 
D)  enhances the clarity and synergy of a portfolio 
A)  is the most autonomous option 
B)  leverages an established master brand 
C)  requires a minimum investment in each new offering 
D)  enhances the clarity and synergy of a portfolio

Question 13

Which of the following is not a component of customer equity?

Accepted Answer

A)  brand equity 
B)  offer equity 
C)  attribute-based equity 
D)  relationship equity 
A)  brand equity 
B)  offer equity 
C)  attribute-based equity 
D)  relationship equity

Question 14

Which effective brand asset usage characteristic means the brand reinforces relevant brand purpose, principles, and messaging?

Accepted Answer

A)  consistency 
B)  communication 
C)  clarity 
D)  coherent 
A)  consistency 
B)  communication 
C)  clarity 
D)  coherent

Question 15

Brand as platform acknowledges the brand identity implications tied to ______.

Accepted Answer

A)  brand ecosystems 
B)  brand identity 
C)  brand awareness 
D)  brand positioning 
A)  brand ecosystems 
B)  brand identity 
C)  brand awareness 
D)  brand positioning

A person's ability to identify a brand is referred to as ______.

Which of the following is not one of the 3Cs in the comprehensive brand identity system?

Brands that contribute to an existential search for meaning as a sustainable legacy may earn ______.

Which of the following is not a characteristic of effective purpose-led branding?

As part of the associative network memory, a set of nodes represent ______.

An assembled collection of brands is referred to as a ______.

Which of the following could cause a major disruption in the distribution of market share by brand?

The two primary variables of the Customer-Based Brand Equity Framework, image associations and brand awareness, result in ______.

All of the following are components of the brand identity planning model EXCEPT ______.

Which type of brand purpose seeks to provide a solution to a problem?

Brand names and logos are trademarked assets used as ______ to relay meaning.

All of the following are TRUE about the branded house strategy option EXCEPT that it ______.

Which of the following is not a component of customer equity?

Which effective brand asset usage characteristic means the brand reinforces relevant brand purpose, principles, and messaging?

Brand as platform acknowledges the brand identity implications tied to ______.

Understanding Marketing

Understanding Buyers

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Communicating Value: Promotion

Extending Value: People, Process, and Presence in the Customer Experience

Managing Value: Analytics and Marketing Value Management Systems

Filters

Exam 11: Maintaining Value Through Branding and Brand Management

A person's ability to identify a brand is referred to as ______.

Which of the following is not one of the 3Cs in the comprehensive brand identity system?

Brands that contribute to an existential search for meaning as a sustainable legacy may earn ______.

Which of the following is not a characteristic of effective purpose-led branding?

As part of the associative network memory, a set of nodes represent ______.

An assembled collection of brands is referred to as a ______.

Which of the following could cause a major disruption in the distribution of market share by brand?

The two primary variables of the Customer-Based Brand Equity Framework, image associations and brand awareness, result in ______.

All of the following are components of the brand identity planning model EXCEPT ______.

Which type of brand purpose seeks to provide a solution to a problem?

Brand names and logos are trademarked assets used as ______ to relay meaning.

All of the following are TRUE about the branded house strategy option EXCEPT that it ______.

Which of the following is not a component of customer equity?

Which effective brand asset usage characteristic means the brand reinforces relevant brand purpose, principles, and messaging?

Brand as platform acknowledges the brand identity implications tied to ______.

Understanding Marketing

Understanding Buyers

Segmentation, Targeting, and Positioning

Marketing Research and Analysis

Marketing Strategy

Creating Value: Products and Services

Offering Value: Price

Distributing Value: Place

Communicating Value: Promotion

Extending Value: People, Process, and Presence in the Customer Experience

Managing Value: Analytics and Marketing Value Management Systems

Filters