MIDTERM TEST

KHOA QTKD BẬC ĐẠI HỌC – HỆ CHÍNH QUY

ĐỀ KIỂM TRA GIỮA KỲ Học kỳ II- Năm học 2023-2024
(Đề 1 có 08 trang)

Môn: BRAND MANAGEMENT

Thời gian làm bài: 90’
(Sinh viên được sử dụng tài liệu)

INSTRUCTIONS TO CANDIDATES/ HƯỚNG DẪN CHO THÍ SINH

1. This is a OPEN BOOK personal examination paper.
2. Write your answers down in HARD COPY
3. Students can be able to use ChatGPT for reference only.
4. This test is included 4 parts (10.0 points):
 Part 1: True or False (2.0 points)
 Part 2: KCMs (2.0 points)
 Part 3: Short Qs./As. (3.0 points)
 Part 4: Mini case study solution (3.0 points)

PART 1: MULTIPLE CHOICES (2.0 marks)

Please circle the correct answer
1. Visual trade name that recognized brand is
a. Slogan
b. Customer
c. Logo
d. Sounds
2. Features that make a brand unique and distinctive as compared to competitive offerings are known as:
a. Brand integration
b. Brand identity
c. Brand differentiation
d. Brand image
3. An intangible value that accrues the company as a result of its successful efforts establish a strong brand
is known as
a. Brand assets
b. Brand management
c. Brand equity
d. Brand liabilities
4. Which of the following are the functional and emotional associations which are assigned to a brand by its
customers and prospects?
a. Brand picture
b. Brand image
c. Brand attribute
d. Product identity
5. Observation of consumers that several brands are equal to
a. symbols
b. brand trust
c. brand extension
d. brand parity
6. Identification and observation of a brand is extremely influenced by its
 a. marketing
b. loyalty
c. visual presentation
d. a & b
7. Which of the following refers to attributes the brand carries and benefits it offers to consumers?
a. Brand association
b. Brand personality
c. Brand image
d. Brand analysis
8. Which one of the following options along with brand associations provides a complete understanding of
the brand image?
a. Brand personality
b. Brand association
c. Brand picture
d. Band value pyramid
9. Plan to make an emotional relationship among products, firms and their clients and constituent are
a. brand culture
b. brand image
c. brand name
d. brand management
10. An intangible value that accrues to a company as a result of its successful efforts to establish a strong
brand is known as
a. Brand equity
b. Brand assets
c. Brand management
d. Brand liabilities
11. ….……………….. is a strategic activity and is used to differentiate and distinguish a brand, so that a
consumer understands the brand, not just remembers it.
a. Brand heritage
b. Brand positioning
c. Brand anatomy
d. Brand extension
12. Inherent 'believability' that each entity evokes is
a. brand extension
b. brand identification
c. brand name
d. brand trust
13. Brand equity related to worth of a ……………
a. consumer
b. brand
c. franchise
d. none of these
14. With respect to the brand __________ pyramid, at which of the following “building block levels” would
we expect the consumer to have developed an intense, active loyalty?
a. Resonance
b. Imagery
c. Feelings
d. Judgments
15. Which one of the following is the indicator of brand assets?
a. Market share
b. Price premium
c. Brand reputation
 d. Loyalty rate
16. The brands like Head & Shoulders, Safeguard and Pampers by Procter & Gamble have been established
using which one of the following brand strategy?
a. Source brand strategy
b. Product brand strategy
c. Endorsing strategy
d. Range Brand Strategy
17. Formed by management for customer and for firm through brands is
a. price
b. value
c. cost
d. rate
18. Lots of brands names for areas and landmarks, like Cisco and Fuji Film are case of brand name category
which is
a. evocative
b. Initialise
c. geographic
d. descriptive
19. Careful brand management look for to build product or services related to the
a. cost
b. target audience
c. profit
d. all of answers are correct
20. A brand must offer a
a. Premium value proposition
b. Lower value proposition
c. Best value proposition
d. Medium value proposition

PART 2: KEY CONCEPT MEANINGS (2.0 marks)

Please fill in with the most approriate key word
1. Market segmentation 11. Brand Personality
2. Branding 12. Brand Parity
3. Points-of-difference - PODs 13. Brand Positioning Statement
4. Market 14. Brand Essence
5. Marketing communications. 15. TOM (Top of mind)CBBE (Customer
6. Differentiation based Brand Equity)
7. Brand Positioning 16. Product
8. Brand Awareness 17. Visual Identity
9. Brand Image 18. Differentiate
10. Brand Identification System 19. Brand Associations

1. …………… the customer's net "out-take" from the brand. For users this is based on practical experience
of the product or service concerned (informed impressions) and how well this meets expectations; for
non-users it is based almost entirely upon uninformed impressions, attitudes and beliefs.
2. …………….is the percentage of population or target market who are aware of the existence of a given
brand or company.
3. …………… is the differential effect that brand knowledge has on consumer response to the marketing of
that brand.”
4. ………………is “the act of designing the company’s offer and image so that it occupies a distinct and
valued place in the target customer’s minds.”
5. ………….divides the market into distinct groups of homogeneous consumers who have similar needs and
consumer behavior, and who thus require similar marketing mixes.
6. …………… are not necessarily unique to the brand but may be shared with other brands.
7. ……………… is about the feelings, beliefs and knowledge that consumers have about brands. These
above meaningful pictures are derived as a result of experiences and must be consistent with the brand
positioning and the basis of differentiation.
8. ………………is creation or demonstration of unique characteristics in a company's products or brands
compared to those of its competitors.
9. A …………………. is the set of all actual and potential buyers who have sufficient interest in, income for,
and access to a product.
10. …………………the outward expression of the brand, including its name and visual appearance. The
brand's identity is its fundamental means of consumer recognition and symbolizes the brand's
differentiation from competitors.
11. …………is the attribution of human characteristics traits to a brand as a way to achieve differentiation.
These mentioned traits inform brand behavior through both prepared communication, etc., & through the
people who represent the brand - its employees.
12. ………………is the science and the art of selecting and blending tangible and intangible attributes to
differentiate the product, service or corporation in an attractive, meaningful and compelling way.
13. ……………… is a written description of the position that a company wishes itself, its product or its
brand to occupy in the minds of a defined target audience.
14. …………………………..What is present in the upper-most level of consciousness. It is the highest
degree of share of mind. To attain that position, a company normally needs to have a large share of voice
in its category.
15. ……………is the brand's promise expressed in the simplest, most single-minded terms
16. ..…………… are attributes or benefits that consumers strongly associate with a brand, positively
evaluate, and believe that they could not find to the same extent with a competitive brand.
17. A.……………. is anything we can offer to a market for attention, acquisition, use, or consumption that
might satisfy a need or want. It may be a physical good, a service, a retail outlet, a person, an
organization, a place, or even an idea.
18. ………………… are the means by which firms attempt to inform, persuade, and remind consumers -
directly or indirectly about the brands they sell.
19. For the AMA, a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to
identity the goods and services of one seller or group of sellers and to …………… them from those of
competition.”
20. ……………… What a brand looks like- including, among other things, its logo, typography, packaging
and literature systems.

PART 3: SHORT ANSWER (3 marks)

Please write briefly the perfect exam answer on answer sheet or your separate papers

1. What are the six “brand building blocks” subdimentions, in the company aspect or CBBE Pyramid in
customer perspective? (1,0 marks)
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2. “Brand is all about PROMISE to customer”. Are you for the mentioned brand concept? What are your
owned reasons for that? (1,0 marks)
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3. “Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind
- one that reflects a company's own strengths and weaknesses as well as those of its competitors”, Jack
Trout & Al Ries explain. What are the “position” in customers’ mindset? (1,0 marks)
………………………………………………………………………………………………………..
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PART 3: GROUP’S PROJECT DELEGATION (3.0 marks)

Read the article and then have a go at the questions below:
Lacoste was founded by French tennis champion René Lacoste (René) in 1933. It is primarily an
upscale clothing company which also sells other products like bags, footwear, eyewear etc. It has the green
crocodile as its logo which has been the same ever since its inception and hence has formed a great sense of
recognition by the customers. The founder was called ‘crocodile’ for his agility on the tennis court and was a
successful tennis player during his career. Lacoste continues to maintain its spot in the market with stiff
competition from other brands like H&M, Zara, Polo etc. Later on, René set up the company La Chemise
Lacoste (LCL) and began manufacturing and marketing these shirts under the brand name 'Lacoste'. The shirt
had the logo of a green crocodile embroidered on it. Over the years, the Lacoste brand and its crocodile logo
became synonymous with polo shirts, all over the world. The Lacoste brand became established as a premium
sportswear brand.
Lacoste targets the upper middle class and upper class of the society. These customers do not hesitate
to pay the high price of the luxury products as owning a Lacoste is a status symbol. The pricing strategy in its
marketing mix is therefore called as premium pricing strategy. The prices of t-shirts, polos and jackets are in
the range of Rs.800 to Rs.25000 which is very wide. Lacoste competes directly with H&M and Zara through
this pricing strategy. The range for Sport shoes and casual shoes is between Rs.4500 and Rs.8000. The price
range of Lacoste for the leather bags and purses is from Rs.6000 to Rs.8000. Belts come for around Rs.4000.
Watches are priced between Rs.9000 to Rs.12000. Sunglasses come for around Rs.9000 with little number of
variants. Fragrances are in the range of Rs.2500 to Rs.5000.
Lacoste is a global brand and is present in around 120 countries which include India, China and the
United States. It first got in the US market in 1952 and by the end of 1973 had found a loyal customer base
cementing the brand’s position there. Lacoste has its own retail outlets in big malls where there is a great
footfall of people. They also make sure that the malls are visited by people who can afford the premium
products. The outlets convey elegance through simplicity which adds to the value of the brand offering.
Lacoste sell through popular stores like Macy’s, Nordstrom and Halls. The clothing and other products can be
purchased through the website through card payment. Also, there is an option to return the product in 15 days
after buying it if the customers want to do. The orders are delivered in 3-7 days depending upon the address
of delivery. Lacoste brand also sells on ecommerce sites like Amazon, Alibaba and Flipkart where there can
be discounts obtained by the customers.
In 1969, GM acquired DC and thus acquired the license to the Lacoste brand and the crocodile logo.
During the 1970s, GM popularized the green crocodile logo by launching a range of clothing items like
sweaters, jackets, ties, socks, etc. Gradually, the Lacoste clothing line was extended to include womenswear
and children's clothes as well. However, the polo shirt with the green crocodile logo was still the Lacoste
brand's flagship product, and it was still perceived as menswear brand. Until 1975, GM imported Lacoste
polo shirts from France. The shirts were made of fine cotton with buttons made of mother of pearl.
However, from 1975 onwards, GM started manufacturing the shirts in the US and Asia, and the shirts
were of poorer quality. Lacoste shirts were now made of a cotton/polyester blend, and their design was
different from the original Lacoste shirt. One of the reasons for Lacoste's 'cheap brand' tag in the US was its
over-exposure in the market. During the 1980s, Lacoste was available at non-luxury retailers like T.J. Maxx,
Macy's, etc. When, LCL took over the brand, it restricted its availability to luxury department stores. When
Siegel arrived at Lacoste USA, the brand was available in around 11 departmental stores and the few Lacoste
boutiques in the US. Siegel then decided to expand Lacoste's retail presence. But since he wanted to
popularize the Lacoste brand as a fashion label, it was important that it was sold only at upscale department
stores and specialty boutiques. Said Tamara Rosenthal (Rosenthal), director of marketing, Lacoste USA, on
the significance of specialty retail stores, "They have the ability to seed the brand with influencers, because
the type of people shopping in those stores are setting trends
Siegel, who was to be instrumental in establishing Lacoste as high-end fashion label in the US, took
over as Lacoste USA's CEO in January 2001. He was earlier credited with creating and establishing the
popular clothing brand, Dockers, for Levi Strauss & Co. in 1986. Siegel intended to change the image of
Lacoste as an older person's brand, and to make it more fashionable. To begin with, he brought about changes
in the Lacoste clothing line. During the early 2000s, the vintage preppy look was coming back into fashion in
the US. With Lemaire, he came up with a new range of Lacoste clothing that was more trendy and appealed
to younger people, and also launched a new range of polo shirts. Over the years, the sales of Lacoste polo
shirts surged and 'Izod Lacoste' established itself as a premium sportswear brand for men. However, the shirts
also became more closely associated with Izod than with the Lacoste brand.
Lacoste’s products are premium quality ones and cater to the upper class of the society. The company
first started with tennis shirts. Then the product portfolio in its marketing mix expanded into perfumes,
leather products like wallets and bags, sunglasses and shoes. Lacoste shirts available for men are polos,
sweatshirts, jackets, trousers and tracksuits. For women they have t-shirts, denims, skirts and polos. In shoes
it has a collection of casual and sports for men and women they have sandals, shoes and slippers. In
accessories Lacoste sell fragrance, socks, watches, caps, sunglasses and scarves. Leather products like bags
and belts are also available. They also have a specialized kids-collection which includes polos, tops, bottoms,
sweaters, sweatshirts and dresses. Lacoste have a sports collection primarily for tennis which includes tennis
polos, shorts, wrist bands etc. They also have a Novak Djokovic collection which has shirts which represent
the style of the ace tennis player. They also have a fall winter collection featuring clothes suitable for that
season. The clothing comes in small, medium, large and extra-large sizes
As for promotion mix, analysts commented that Lacoste USA had managed to become a 'Hollywood
favorite'. Siegel believed that endorsements by popular movie stars helped Lacoste keep the brand 'hip and
relevant' in the market. Commenting on this strategy, Rosenthal said, "If you say you're cool, you're not. It's a
property that needs to be demonstrated. We would gift product to some celebrities and then we'd literally see
them wearing it in magazines." She said, "That works really well because we know the product is going
directly to them. It's worth it to us. Celebrity endorsement is huge in the fashion industry. Lacoste promotes
itself majorly through its successful brand ambassadors. Novak Djokovic promotes the brand for tennis
clothing. Lacoste had also been associated with other famous personalities like star tennis players. Famous
golfers Jose Maria Olazabal and Colin Montgomerie have been the brand ambassadors as well. They have
sponsored top tournaments like Rolland Garros. It has also promoted itself in the film ‘Timeless Elegance’ by
featuring the clothing collection in the film.
 Promotion played a major role in enhancing the brand value of Lacoste in the US. The company
emphasized product placement in popular movies and TV shows, as they influenced the fashion choices of
young people to a great extent.
TASKS REQUIRED:
1. What it is Lacoste briefly? (1.0 points)
2. What is Lacoste brand concept? (1.0 points)
3. Describe shortly the 6 brand building blocks of CBBE mode of Lacoste Brand. (1.0 points)

-The end-