1. Which of the following is the characteristic of personality of a brand?

a. Logo
b. Packaging
c. Color
d. Durability
2. A strong brand refers to which one of the following?
a. Offers greater potential to charge a premium price
b. Helps to recover development and launch costs
c. Provides large base of loyal customers
d. Offers premium quality
3. A fashion clothing company getting into perfumes refers to the example of:
a. Perceived difficulty of manufacture
b. Know-how transferability
c. Complementarity
d. Awareness and reputation of the parent
4. Which of the following brand strategy which gives you the benefit of premium pricing?
a. Umbrella brand strategy
b. Line brand strategy
c. Product brand strategy
d. Family brand strategy
5. Which of the following is a set of promises that the brand makes to customers?
a. Brand contract
b. Brand association
c. Brand personality
d. Brand equity
6. When brand management becomes the heart of marketing then which one becomes
the heart of brand management?
a. Owner’s equity
b. Brand equity
c. Brand assets
d. Brand value
7. To be successful, the company must have all its __________ at work to deliver
superior value.
a. Resources
b. Brands
c. Employees
d. Communication
8. Which of the following is created by management for the consumer and for the
company through good brands:
a. Value
b. Price
c. Cost
d. Rate
9. When two brands join hands to create one brand by using the strong expressions of
both, this is known as:
a. Bundling
b. Branding
c. Brand management
d. Brand equity
10. Building the brand vision is very serious matter and cannot be decided by just one
manager because of the issue of:
a. Finance
b. Marketing
c. Production
d. Promotion