Question 1

Positioning involves answering which of the following big questions?

Accepted Answer

A)  Who are you? 
B)  What do you do? 
C)  Why does it matter? 
D)  All of these

Question 2

Understanding a brand logic involves what form of analysis?

Accepted Answer

A)  Reviewing definitions of branding 
B)  Analysing costs vs benefits 
C)  SWOT analysis 
D)  Exploring whether a differential effect is possible

Question 3

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

Accepted Answer

A)  Remove it 
B)  Test it further 
C)  Invest it in 
D)  None of these

Question 4

What are some key considerations in choosing a brand name?

Accepted Answer

A)  That it reflects the brand position 
B)  That is can be protected 
C)  That it is memorable 
D)  All of these

Question 5

What is a benefit of a user persona?

Accepted Answer

A)  Designers like them 
B)  They represent a real person 
C)  They help bring the user to life and can guide decision making 
D)  They are a fashionable new technique

Question 6

Gaining internal buy-in is critical to building a brand. How should one do this?

Accepted Answer

A)  Conduct research that identifies consumers want a brand 
B)  Identify how competitors all have brands 
C)  Identify a range of non-marketing related benefits of branding 
D)  None of these

Question 7

When building a brand team, is it important to ______.

Accepted Answer

A)  put together a team who have influence and power 
B)  put yourself in charge of the brand program 
C)  put together a team consisting solely of marketing staff 
D)  all of these

Question 8

Some ideas are common to many brand positions. Which of the following is a strong idea?

Accepted Answer

A)  Relevance 
B)  Innovation 
C)  Trust 
D)  None of these

Question 9

What type of brand name is Apple?

Accepted Answer

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

Question 10

To avoid marketing myopia we should define our competitors in which of the following ways?

Accepted Answer

A)  Those firms currently in our category 
B)  A historical analysis of our main competitors 
C)  According to the user frame of reference 
D)  According to key functional criteria

Question 11

Logos are an essential brand asset. What things define a good logo?

Accepted Answer

A)  It never changes over time 
B)  It's colour 
C)  Uncluttered 
D)  Created by a famous designer

Question 12

User personas contain a number of things. Which of the following are not included?

Accepted Answer

A)  Quotes from users 
B)  A description of their day-to-day life 
C)  Only positive characteristics 
D)  A few salient features that define them

Question 13

Should brand managers emphasize fame or uniqueness when dealing with individual brand assets?

Accepted Answer

A)  Uniqueness 
B)  Fame 
C)  Aim for balance 
D)  Maximise both

Question 14

What is the main strength of Apple's 'Think Different' slogan?

Accepted Answer

A)  It is unique. 
B)  It is different. 
C)  It is short. 
D)  It is protected.

Question 15

What type of segmentation should one use for branding?

Accepted Answer

A)  Demographics 
B)  Behavioural 
C)  Psychographics 
D)  Gut feel

Exam 5: Creating New Brands