Review Questions for Mid-term

Branding: 1251012522
Notice:
The mid-term exam will be taken place on November 11 (in Week 10),
right before the beginning of the lecture. Starting time will be at 2 pm.
Please attend test prepared. In order to get a satisfied score, you
should be familiar with the full contents covering from chapter 1
through chapter 6. It is an open-book exam, so be ensure that you
have your text ready during the exam.
The format of the exam includes ten multiple-choice questions, four
definition questions, and four short essay questions.
Chapter One
1.Brands What they are, how they work, importance of brands
2.Brand Equity: What it is, strategies for building it
3.The Process of Strategic Brand Management
Chapter Two
1.Customer-Based Brand Equity
2.Brand Knowledge
3.Source of Brand Equity
4.Brand Building
5.CBBE Pyramid
Chapter Three
1.Brand Positioning
2.Positioning Guidelines: the competitive frame of reference,
POD&POP, Laddering, Reating.
3. Defining and Establishing Brand Mantras
Chapter Four
1.Criteria for Choosing Brand Elements
2.How to Name a Brand
3. The definitions and benefits of Logos, Symbols, Characters, and
Slogans.
4. Packaging benefits, designs, and updates

Chapter Five
1.Experiential Marketing
2.One-to-One Marketing
3.Permission Marketing
4.Product Strategy
5.Pricing Strategy
6.Channel Strategy
Chapter Six
1. Marketing communication options: advertising; promotion; event
marketing and sponsorship; public relationship and publicity; personal
selling
2. What is the characteristics for integrated marketing communication
program, how to develop it; six criteria for IMC program including
coverage, contribution, commonality, complementarity, versatility, and
cost.