BRA301_review 1

Question 1

For building brand equity, what characteristic should brand elements possess?

Accepted Answer

Memorable and attention-getting

Question 2

What is the function of brands for a firm?

Accepted Answer

Simplify product handling and tracing

Question 3

A brand mantra does not include……………..

Accepted Answer

Brand benefits

Question 4

What is the concept of brand resonance?

Accepted Answer

The emotional connection consumers have with a brand

Question 5

Brand awareness consists of?

Accepted Answer

Brand recognition and brand recall

Question 6

Which model is mentioned as a way to represent how brand knowledge exists in consumer memory?

Accepted Answer

The Associative Network Memory Model

Question 7

What does transferability measure in terms of brand elements?

Accepted Answer

The extent to which brand adds equity for new products or in new markets

Question 8

The heart of brand equity is............................

Accepted Answer

Product

Question 9

The CBBE concept approaches brand equity from the perspective of the consumer

Accepted Answer

True

Question 10

How many main steps in strategic brand management process?

Accepted Answer

4

Question 11

What does the CBBE concept stress as the key to creating brand equity?

Accepted Answer

Brand knowledge

Question 12

"The differential effect that brand knowledge has on customer response to the marketing of that brand" refers to?

Accepted Answer

Customer-Based Brand Equity

Question 13

A brand is identified as an……..

Accepted Answer

Intangible asset

Question 14

What is a "unique selling proposition" in the context of brand associations?

Accepted Answer

A distinctive feature that provides a competitive advantage

Question 15

Marketing strategies are changing because of?

Accepted Answer

Digital technology

Question 16

What is NOT the benefit of using a brand character?

Accepted Answer

Integrate with every culture the company reaches out to

Question 17

Which of the following is NOT mentioned as a marketing advantage of strong brands?

Accepted Answer

Increased employee satisfaction

Question 18

A highly salient brand is one that has:

Accepted Answer

Depth and breadth of brand awareness

Question 19

Which of the following is a requirement for marketers when changing slogans?

Accepted Answer

Preserve existing equities while introducing new elements

Question 20

Which of the following is NOT considered as a element of brand equity:

Accepted Answer

Brand value

Question 21

Experiential marketing promotes a product by communicating features and benefits and connecting it.........

Accepted Answer

With unique and interesting consumer experiences

Question 22

Brand meaning is made up of:

Accepted Answer

Performance and imagery

Question 23

In the context of brand knowledge, what does "brand image" refer to?

Accepted Answer

Consumers' perceptions about the brand

Question 24

What does repetition primarily increase in terms of brand awareness?

Accepted Answer

Brand recognition

Question 25

How many different types of risks in buying and consuming in product?

Accepted Answer

6

Question 26

Which statement is NOT true about jingles?

Accepted Answer

Short phrases that communicate descriptive or persuasive information

Question 27

what makes the favorability of brand associations higher?

Accepted Answer

Relevant attributes and benefits that satisfy consumer needs and wants

Question 28

In the context of brand equity, what does "brand knowledge" refer to?

Accepted Answer

Knowledge stored in consumer memory about the brand

Question 29

What do "nodes" represent in the Associative Network Memory Model?

Accepted Answer

Stored information or concepts in memory

Question 30

What does customer knowledge drive in terms of brand equity?

Accepted Answer

The differences that manifest themselves in terms of brand equity

Question 31

What are brand elements?

Accepted Answer

Components that identify and differentiate a brand

Question 32

In positioning, what does a "straddle position" involve?

Accepted Answer

Having both Points-of-Difference and Points-of-Parity in one category

Question 33

What are the criteria for market segmentation?

Accepted Answer

Identifiability, size, accessibility, and responsiveness

Question 34

What are the three key ingredients of Customer Based Brand Equity (CBBE)?

Accepted Answer

Differential effect, Brand knowledge, Consumer response to marketing

Question 35

Where does the power of a brand primarily reside?

Accepted Answer

In what resides about the brand in the minds and hearts of customers

Question 36

Which of the following is NOT a component of brand equity?

Accepted Answer

Brand profitability

Question 37

What is NOT a true statement?

Accepted Answer

A brand mantra captures the confused essence of the brand positioning

Question 38

Why is market segmentation important in brand positioning?

Accepted Answer

To identify the right market segment for the product

Question 39

Brand recognition is………………………

Accepted Answer

Consumers' ability to confirm prior exposure to the brand

Question 40

Brands knowledge has two components, they are:

Accepted Answer

Brand awareness and brand image

Question 41

What does adaptability in brand elements primarily refer to?

Accepted Answer

The ability to update and make brand elements more modern and relevant

Question 42

What needs to be considered to create the differential response that leads to customer-based brand equity?

Accepted Answer

The strength, favorability, and uniqueness of brand associations

Question 43

What should marketers focus on once a sufficient level of brand awareness is created?

Accepted Answer

Crafting a brand image

Question 44

What is a graphic mark, emblem or symbol commonly used by companies to aid and promote instant public recognition?

Accepted Answer

Logo

Question 45

Strong brand possess all of the following marketing advantages EXCEPT…………….

Accepted Answer

guaranteed profits

Question 46

What does a brand name represent?

Accepted Answer

The values and attributes associated with a product or service

Question 47

What is a key dimension of brand resonance according to Keller's Customer-Based Brand Equity (CBBE) model?

Accepted Answer

Brand Salience

Question 48

Designing a company's offer and image to occupy a distinct and valued place in the target customers' minds refers to?

Accepted Answer

Brand positioning

Question 49

All of the following are considered to be among the "six brand building blocks" EXCEPT………………….

Accepted Answer

brand pride

Question 50

The important types of brand-building feelings are:

Accepted Answer

Comfortable, Fun, Excitement, Security, Social approval, Self-respect

BRA301_review 1

Questions 50

BRA301_review 1

Questions 50