Deck 1: Brands and Branding

Question 1

What is not a characteristic of a brand?

A) To identify origin
B) A strong jingle
C) To communicate meaning
D) To differentiate one firm from another

Answer 1

B

Question 2

The historic term for branding, brandr referred to which of the following?

A) To mark animals or captured humans
B) To burn one's mark into, or stigmatize something
C) An early logo driven strategy
D) To identify one tribe from another

Answer 2

B

Question 3

Why might consumers tattoo themselves with a brand logo?

A) To signal something to others
B) Because they love the brand
C) To gain power from the brand for personal transformation
D) All of these

Answer 3

D

Question 4

The first American Marketing Association definition of a brand contains references to ______.

A) customers
B) stakeholders
C) co-creation
D) competitors

Question 5

David Aaker's brand definition is limited because it fails to mention ______.

A) competitors
B) symbols
C) differentiation
D) users

Question 6

What characterizes strong brands?

A) Identification and distinction
B) Differentiation and value
C) Experience and meaning
D) All of these

Question 7

Brand meaning is created by ______.

A) marketers
B) users
C) society
D) all of these

Question 8

Since the late 1990s, how have metaphors for brand management have changed?

A) Greater emphasis has been placed on controlling the brand by marketers.
B) Greater emphasis has been placed on the inability of managers to control the brand.
C) Greater attention has been placed on interacting with users to shape meaning.
D) None of these.

Question 9

If your brand is made fun of in a television series, which author in Holt's model is shaping the brand's meaning?

A) Influencers
B) Marketers
C) Consumers
D) Popular culture

Question 10

Sid Levy was influential on the development of brand management. His main contribution is ______.

A) identifying that brands should stand for functional benefits
B) identifying that brands should represent a personality
C) identifying that brands signify higher-order meaning
D) identifying that creative advertising was critical for brands

Question 11

Which sectors influenced the development of brand management models?

A) Advertising agencies
B) Financial markets
C) Academic researchers
D) All of these

Question 12

It is said brands are co-created. What is not an example of co-creation?

A) Working directly with users to shape brand meaning
B) Undertaking research to understand users' lives
C) Assuming the user will accept the brand's identity as you communicate it
D) Tracking how users converse about the brand in fan forums online

Question 13

Your manager says that the main job of a brand is to minimize consumer confusion. Which theoretical influence on branding underpins their statement?

A) Psychology
B) Sociology
C) Economics
D) Law

Question 14

The psychological influence on brand management places emphasis on ______.

A) how groups of consumers co-create brand meaning
B) why individual consumers buy certain brands
C) how brand communities are created
D) how social class influences brand choices

Question 15

Consumer culture theory focuses on understanding, ______.

A) What makes a brand cool?
B) What cues encourage users to buy brands?
C) How consumers use brands to achieve their identity goals?
D) None of these.