Marketing Management - II (FEB’2023 – APR’2023)

(Assignment: 3)

1. Which of the following is not a desirable characteristic for a brand name?

a) It should be easy to pronounce, recognize, and remember

b) It should be distinctive
c) It should suggest something about the product's benefits and qualities
d) The “brand name” should almost always be a long word to get attention

2. Major brand marketers frequently invest considerable amounts in advertising to

create brand ________ and to build preference and loyalty.

a) Extension
b) Awareness
c) Packaging
d) Preference

3. The highest level of brand awareness is:

a) Top of the mind

b) Aided recall
c) Unaided recall
d) Unaware

4. Which of the following is not a part of resonance in customer-based brand equity

pyramid?

a) Engagement
b) Quality
c) Loyalty
d) Attachment

5. What type of brand architecture does SAMSUNG follow?

a) House of brands
b) Branded house
c) Endorsed branding
d) Sub-brands stable

6. The lowest level in the BRANDZ model is:

a) Presence
b) Advantage
c) Relevance
d) Bonding

7. According to Young and Rubicam’s brand asset valuator, a brand’s ________

measures how well the brand is regarded and respected.

a) Knowledge
b) Relevance
c) Energy
d) Esteem

8. The premise of ________ model is that the power of a brand lies in what
customers have seen, read, learned, thought, and felt about the brand over time.

a) Functional-based brand equity

b) Customer-based brand equity
c) Service-based brand equity
d) Product-based brand equity
9. Which one of the following nodes is not associated with the Patanjali brand with
respect to associative network memory model?

a) Luxury Product
b) Well-being
c) Trust
d) Ayurvedic

10. The challenge for marketers in building a strong brand is ________.

a) Pricing the product at a point that maximizes sales volumes

b) Ensuring that customers have the right type of experiences with products and
their marketing programs to create the desired brand knowledge

c) Retain as many customers as possible in order to minimize the costs and

pressure associated with continually generating new leads

d) Minimizing the number of people to whom the product is targeted in order to

provide consumers with a personalized experience