PAPER SET 2

01. Which of the following tasks would not be performed by product or brand manager?
a. Developing a long-range strategy for the product
b. Arranging for the financing of the new product launch
c. Initiating Product Improvements
d. Preparing a sales forecast
Ans: b) Arranging for the financing of the new product launch

02. The additional amount of money the customers are willing to pay for a brand is called as?
a. Brand Loyalty
b. Brand Association
c. Brand Equity
d. Brand Awareness
Ans: c) Brand Equity

03. Surf Excel was named to take the benefit of existing brand value of Surf. This strategy can be classified
as?
a. Brand Growth
b. Brand Extension
c. Branding
d. Brand Level
Ans: b) Brand Extension

04. Using one brand name for several related products is known as which of the following?
a. Family Branding
b. Group Branding
c. Combination Branding
d. Premium Branding
Ans: a) Family Branding

05. A brand name is one of the elements of which of the following?

a. Discounted Product
b. Core Benefit
c. Actual Product
d. Augmented Product
Ans: c) Actual Product

06. Which of the following is NOT a type of decision made during the product development stage?
a. Branding
b. Product Positioning
c. Packaging
d. Product Screening
Ans: a) Branding

07. An apparel marketer is planning to launch an existing brand name into a new product category. Which
brand development strategy is being implemented?
a. Line Extension
b. Multi-brand
c. Brand Extension
d. Re-branding
Ans: c) Brand Extension
08. Building a brand vision cannot be decided by just one manager because of which of the following
issues?
a. Marketing
b. Finance
c. Production
d. Visual Display
Ans: b) Finance

09. With the effort of team of professionals in a company, produce end product which is related to?
a. Brand Creation
b. Idea Creation
c. Brand Management
d. Marketing Management
Ans: d) Marketing Management

10. Which is a measure of attachment that a customer has to a brand?

a. Brand Loyalty
b. Brand Equity
c. Brand Association
d. Brand Awareness
Ans: a) Brand Loyalty

11. The functional risk of brand is related to which of the following?

a. Price
b. Performance
c. Social Image
d. Our Self Concept
Ans: b) Performance

12. Brand comes under which of the following form of assets?

a. Tangible
b. Intangible
c. Current
d. Fixed
Ans: b) Intangible

13. Introduction of more brands & extensions leads to which of the following with no customer benefits?
a. Higher Cost
b. Greater Revenue
c. Brand Proliferation
d. Increased Competition
Ans: c) Brand Proliferation

14. Which among the following are incurred by brands because of failures & questionable business
practices that may increase costs & liabilities?
a. Brand Assets
b. Brand Liabilities
c. Brand Equity
d. Market Failures
Ans: b) Brand Liabilities

15. Which is the major source of power throughout the distribution channel?
a. The Company
b. The Brand
c. The Distributor
 d. The Customer
Ans: b) The Brand

16. If two different brands are distributed by one company, it is considered under which of the following?
a. Wholesale
b. Co-branding
c. Joint Venture
d. Merger
Ans: b) Co-Branding

17. Brand which is the result of extension in brand or sub-brand is classified as which of the following?
a. Brand Extension
b. Sub-brand
c. Parent Brand
d. Product Extension
Ans: c) Parent Brand

18. What is the other name for Branding Strategy?

a. Brand Architecture
b. Branding Rate
c. Brand Earnings
d. Brand Responsiveness
Ans: a) Brand Architecture

19. Media strategy is making media decisions based on which of the following?
a. Understanding the customer’s wants & needs
b. The client’s wishes
c. Whims of the market
d. Brand Awareness
Ans: a) Understanding the customer’s wants & needs

UNIT III
20. Which among the following strategies is not usually considered to be the main name brand building
strategy?
a. Foreign Names using foreign alphabets
b. Individual Names
c. Blanket, Corporate Family or House Names
d. Corporate Name combined with individual market offering names
Ans: a) Foreign Names using foreign alphabets

21. What measures the degree to which a brand is perceived from others, in Brand Asset Valuator Model?
a. Promotion
b. Relevance
c. Energy
d. Differentiation
Ans: d) Differentiation

22. Which of the following emphasizes the duality of brands?

a. Brand Resonance Model
b. AAKER Model
c. Brand Asset Valuator Model
d. BRANDZ Model
Ans: a) Brand Resonance Model

23. In which of the following context does digital branding needs to have the consumer specific orientation
addressed to consumers?
 a. Geographic
b. Natural
c. Confined
d. Cultural
Ans: d) Cultural

25. What among the following is required to create & secure a brand name in the physical world?
a. Extensive Marketing Research
b. Extensive Marketing Strategy
c. Extensive Marketing Effort
d. Extensive Marketing Media
Ans: a) Extensive Marketing Research