Trắc nghiệm BM

Chapter 1: BRANDS AND BRAND MANAGEMENT

Chapter 2: CUSTOMER -BASED BRAND EQUITY AND BRAND POSITIONING

"Baemin launched in Vietnam in May 2019, when the food delivery market was very
competitive with the presence of many competitors such as GoFood, Now, GrabFood ...
Baemin faces many formulas such as consumer habits, promotion costs, service quality ...
Baemin's OOH outdoor advertising campaign. For example, "Tan Binh is at my house, I have
you delivered", "I am in District 3, I just came out, I delivered", "Go Vap I know by heart, I
am satisfied with you to deliver" or "Complete the Sword I know, in the lane still delivered".
BAEMIN's marketing strategy has created a natural application when making customers in
other provinces and cities excited: "I don't know what the phrase 'listening' will be used for
my area." What effect does Baemin's OOH outdoor advertising campaign have on its brand
awareness and brand image? A. Enhance brand awareness and brand image as a fast,
convenient and user-friendly food delivery app

"VietNam Ariline (VNA) is the national aviation industry, so there is no need to focus
too much on branding. But in 2018, Vietjet grew impressively and made VNA can no longer
ignore it. In the article in January 2018, Vietnam Airlines announced a series of punctuality
achievements that the airline achieved in 2018, from the on-time flight index of 89.2%, to
being in the top 6 airlines in the world in terms of punctuality. Delivering the message is just
around the corner and the airline is emphasizing punctuality – the industry's taboo aviation.
2018 is the year Vietjet lost a lot of reputation for flight incidents as well as customer care,
this is probably the weakness of the airline that VNA wants to target and floss that VJ is a
"Delay Airline"." According to the article, what strategy does Vietnam Airlines use to create
PODs compared to Vietjet Air? A. Improve service quality and safety

. …………defines what the brand thinks about the consumer, as per the consumer.A.
Brand attitude

........ is consumers’ perceptions about a brand, as reflected by the brand associations held
in consumer memory. A. Brand image

............ describes how to trace the value creation process to better understand the
financial impact of marketing expenditures and investments to create loyal customers and
strong brands.: a Brand value chain model

............ is at the heart of marketing strategy. It 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:
A Brand positioning

............. are those descriptive features that characterize a product or service a. Brand
attributes

....…describes how to establish competitive advantages in the minds of customers in the

marketplace : A. Brand positioning model

...including choice of a brand, recall of copy points from an ad, response to a sales
promotion, and evaluations of a proposed brand extension." What aspect of branding is an
example? A. Brand Marketing
 ________ brands are positioned with respect to competitors’ brands so that more
important (and more profitable) flagship brands can retain their desired positioning. A.
Flanker

________ is the consumers’ ability to identify the brand under different conditions, as
reflected by their brand recognition or recall performance.A. Brand awareness

“______” are short, three- to five-word phrases that capture the irrefutable essence or
spirit of the brand positioning and ensure that the company's own employees understand what
the brand represents. Brand mantras

“While Apple targets urban, educated, high-income people with its iPhone products,
OnePlus is targeting more tech-savvy people and Android OS lovers who prefer to buy mid-
range phones. “ So why do two companies providing 2 services for two different operating
systems affect each other, also known as indirect competition: a) Their target customers
gradually have homogeneity

….. segmentation bases are often most valuable in understanding branding

issues because they have clearer strategic implications. A. Behavioral

………. can be defined as the the differential effect that brand knowledge has on
consumer response to the marketing of that brand.: a Customer – based brand equity

…………………includes all that is linked up in memory about the brand. It could be

specific to attributes, features, benefits or looks of the brand. B. Brand Associations

A “____” is a translation of the brand mantra that attempts to creatively engage

consumers and others external to the company. A) brand slogan

A brand mantra is a short phrase, three to five words, that captures the undeniable
essence or spirit of the brand's positioning. right or wrong ? a. Right

A brand mantra should be : A. communicative, simple, and inspirational

A brand tries to balance Points of Parity (POPs) and Points of Difference (PODs) by
producing many products in many different segments. This strategy allows the brand to cater
to various customer needs and preferences while maintaining a unique brand identity. Which
of the following statements best describes this approach? c) The brand creates separate
product lines with distinct attributes to establish both POPs and PODs.

A brand wants to balance Points of Parity (POPs) and Points of Difference (PODs) by
producing many products in many different segments. How does this strategy help the brand?
c) It enables the brand to cater to various customer needs and preferences while
maintaining a unique brand identity.

A company wants to establish points-of-difference for their new line of smartphones.

Which of the following strategies would be effective in achieving this? A) Collaborating
with a well-known brand to co-brand the smartphones

A market is the set of all actual and potential buyers who have sufficient interest in,
income for, and access to a product. True or false? True
 A number of criteria have been offered to guide segmentation and target market deci-
sions, except: a. Responsiveness: How favorably will the segment respond to a tailored
advertising program?

A marketing manager has decided to study the perceptions and beliefs held
by consumers, as reflected in the associations held in consumer memory. Which of the
following terms is most closely associated with the marketing manager’s objective of
study? B. Brand image

According to the CBBE concept, where does the power of a brand primarily lie? C. In
the minds and hearts of customers

According to the concept of customer-based brand equity (CBBE), what drives the
differences in brand equity? B. Consumer knowledge

All are true, except: a. It's similar to "brand mission" or "core brand promise," and
its purpose is to ensure that all employees and external marketing partners understand
what the brand most fundamentally is to represent to consumers so they can adjust
their actions accordingly.

American Express'- "Worldclass Service, Personal Recognition," Mary Kay's -

"Enriching women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding
Everyday Moments" are examples of : A. brand mantras

Behaviroal consists of: a. Brand loyalty

Brand ....... is the added value endowed to products and servces. A. Equity

Brand assets are: a. Customer loyalty to the brand

Brand awareness consists of ........... and .......... : a. Brand recognition and brand
recall performance

Brand image exists in: a. Customer mind

Brand imagery is the consumers’ emotional respones and reactions with respect to the
brand a. False

Brand mantras typically are designed to capture the brand's that is, what is unique about
the

Brand recognition is ……' ability to confirm prior exposure to the brand when given the
brand as a cue. In other words, when they go to the store, will they be able to recognize the
brand as one to which they have already been exposed? A. Consumers

brand. : a)points-of-difference

C. Clearly stating what the brand is about or what products it offers

Competitive Points-of-Parity (Competitive POPs) are established for what? A.

Eliminate competitors' unique points.

Consumer Based Brand Equity model is developed by B. Kevin Lane Keller

 Choice Advantages: The third advantage of creating a high level of …..is that it can
affect choices among brands in the consideration set, even if there are essentially no other
associations to those brands. A. Brand awareness

Chosing the most correct answer. Nature of competition include: a. Indirect

competition and multiple frames of references

Chosing the most correct answer. POP consists of? A. Catelogy, Competitive,
Correctlation

Deciding on a positioning, marketers need to know. Except: a.How is the long-term

strategies

Demographic consists of…. Except: a. Lifestyles

Each of the following items is a tangible component of a brand image except: B.

Organizational culture, ideals and beliefs of corporate personnel

From a company's perspective, a strong brand image is related to each of the following
except: B. Higher level of brand parity.

From a consumer's perspective, a strong brand image provides each of the following
except: D. Channel power.

From lowest to highest priority, let arrange: 1. Self-actualization (self-fulfillment) – 2.

Physiological needs (food, water, air, shelter, sex – 3. Social needs (affection, friendship,
belonging) - 4. Ego needs (prestige, status, self-respect) – 5. Safety and security needs
(protection, order, stability) : a. 2 5 3 4 1

G7 - Trung Nguyen brand architecture is: b. Strong sponsorship by main brand

How are brand attributes and brand benefits typically differentiated? B. Brand
attributes are descriptive features of a product or service, while brand benefits are how
consumers form beliefs about the brand.

How can a brand mantra impact a brand's identity? C. It helps define and strengthen
the brand's identity.

How can a company effectively choose points-of-difference (PODs) for their new line of
smartphones? a) Highlighting unique features, functionalities, or benefits compared to
competitors

How can a well-crafted brand mantra influence consumer loyalty? B. By creating

emotional connections and inspiring trust

How does a brand mantra clarify what is unique about a brand? C. By communicating
the brand's distinctive qualities or value proposition

How is brand image related to brand associations? C. Brand image is consumers'

perceptions based on brand associations.
 How is customer-based brand equity formally defined? C. The effect of brand
knowledge on consumer response to marketing

How should marketers view the money spent on manufacturing and marketing
products? C. As an investment in consumer knowledge

In building customer-based brand equity, why is creating brand awareness not enough to
generate a positive response from consumers? B) Because brand awareness only creates
awareness without stimulating positive emotions from consumers.

In order to differentiate their energy drinks from competitors, the company decides to
emphasize which of the following points-of-difference? d) Enhanced hydration benefits
compared to other energy drinks

In Straddle Positions, what makes your product or service considered comparable to your
competitors' products or services? A. Points of Parity (POP).

In the context of a brand mantra, what does "defining the category" mean?

In the context of bottled water, a "Point of Difference" might be: C. A unique filtration
process that results in exceptional taste

In the context of brand positioning, which positioning strategy focuses on conveying a

clear, differentiated, and a meaningful message about the brand's unique benefits in
comparison to competitors? C) Differentiation Positioning

In what year did Apple launch the Macintosh computer? A. 1980s

Indirect competition occurs when: B. Companies offer substitute products that satisfy
the same customer need.

It 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.”29 As the name implies, positioning means
finding the proper “location” in the minds of a group of consumers or market segment, so that
they think about a product or service in the “right” or desired way to maximize potential
benefit to the firm. What does it mean here? A. Brand positioning

M&M brand slogan: "Only melts in the mouth, not in the hand" is: a. Core brand
identity

POD is the abbreviation for? A. Points-of-differences

Question : In the context of brand positioning, what does leveraging equity of another
entity mean? a) Utilizing the assets and resources of another organization to enhance
brand awareness

To bulid Brand Awareness, we need to build: a. Brand Recall

To shape brand positioning, how many important things to determine? A. 4

Two smartphone manufacturers producing similar models and targeting the same
consumer market exemplify which type of competition? D. Direct competition.
 The brand name “Clear” of the shampoo product is the name given to: A. The quality of
products

The main secondary sources of brand knowledge come from all of the following
EXCEPT ________. D. Local, state, and federal governments

The most important factor in brand management is to ensure that your _____ must be
matching with consumer’s perception. A. Brand personal

The power of a brand lies in what resides ………… of customers. A. minds and hearts

The premise of ....... model is that the power of a brand lies in what customers have seen,
read, learned, throght and felt about the brand over time. a. Customer - based brand equity

The question “when consumers go to the store, will they be able to recognize the brand
as one to which they have already been exposed?” reflect: a. Brand recognition

The underlying consumer motivations in a product category arranged in order from

highest to lowest? A) (1)Self-actualization (self-fulfillment), (2)Ego needs (prestige,
status, self-respect), (3)Social needs (affection, friendship, belonging), (4)Safety and
security needs (protection, order, stability), (5)Physiological needs (food, water, air,
shelter, sex)

This realization has important managerial implications. For one thing, brand equity
provides marketers with a vital strategic bridge from their past to their future. True or False?
A True

We can consider brand knowledge as consisting of two components: brand awareness

and brand image. What does brand awareness refer to? A. The level of familiarity and
recognition customers have with a brand

We formally define …..as the differential effect that brand knowledge has on consumer
response to the marketing of that brand. A. Customer - based brand equity

What are some common associations mentioned for Apple? A. Innovative, User-
Friendly, High Quality

What are some examples of famous brand mantras? B) Nike: Authentic Athletic
Performance, Disney: Fun Family Entertainment, BMW: Ultimate Driving Machine

What are some steps to develop a brand mantra? A. Brainstorm ideas, organize and
discuss them, choose the best one, and test it with the audience

What are the four components of brand positioning? B. Basic Concepts, Target
Market, Nature of Competition, Points-of-Parity and Points-of-Difference

What are the key Ingredients of CBBE (Customer-Based Brand Equity)? A. Brand
knowledge, Consumer response to marketing, Differential effect

What are the main issues in achieving competitive brand positioning? B. Defining and
communicating the competitive frame of reference

What are the potential negative associations that arise from the existence of other, more
positive associations for the brand. A challenge for marketers is that the multiple attributes or
benefits that make up their POP or POD have an inverse relationship? A. Correlational
points-of-parity

What are the two criteria that demonstrate the characteristics of Deliverability Criteria?
A. Feasibility and Communicability

What car brand does the slogan “Ultimate Driving Machine”belong to? A. BMW

What CBBE means in terms of brand value ? A. Customer-Based Brand Equity

What does "Point of Parity" (PoP) in marketing refer to? C. Characteristics similar to
competing products

What does a brand mantra communicate about a brand's uniqueness? D. It conveys what
is unique and distinctive about the brand.

What does a good brand mantra do in terms of brand category? C. It defines the
category or categories of the business.

What does Brand awareness influences? A. The formation and strength of the
associations that make up the brand image

What does brand image refer to? A. The overall impression and reputation of a
brand

What does the associative network model of memory that views memory as a network of
nodes refer to? A. The level of familiarity and recognition that customers have with the
brand

What does the cosmetic brand name SK-II mean? a.secret key

What is a key factor in strengthening brand associations according to the given

information? A) Personal Relevance and Consistency: The depth of thought a person
invests in product information and its consistency with existing brand knowledge over
time.

What is a Market? A. A market is the set of all actual and potential buyers who have
sufficient interest in, income for, and access to a product.

What is an example of a brand with positive customer-based brand equity? B. A brand

that consumers react more favorably to when identified

What is brand positioning? Brand positioning 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.

What is one of the advantages of creating a high level of brand awareness, specifically
related to consumers' decision-making process? C) Choice Advantages: Brand awareness
can influence consumers' choices among brands in the consideration set, especially in
low-involvement decision settings, even in the absence of well-formed attitudes.

What is the consequence of a brand mantra that doesn't clarify the brand's uniqueness? A.
It confuses consumers about the brand's identity.
 What is the challenge for marketers in building a strong brand? A. Ensuring that
customers have the right type of experiences with products and services and their
accompanying marketing programs so that the desired thoughts, feelings, images,
beliefs, perceptions, opinions, and experiences become linked to the brand.

What is the difference between a brand mantra and a tagline or slogan? A) A brand
mantra is an internal manifestation, while a tagline or slogan is an external expression

What is the first level of the Keller CBBE model? A. Brand identity

What is the first step in building brand equity: a. Being to register the brand in the
minds of consumers

What is the first step in building brand equity? A. Being to register the brand in the
minds of consumers

What is the first steps of positioning guidelines? A. Defining and communicating

What is the main goal of a brand mantra? A. To capture the brand's essence and
improve its position in the market place

What is the main purpose of POP in brand management? A. To show how a brand is
similar to its competitors

What is the most important factor in building Brand Equity? A. Brand Awareness

What is the primary focus of the concept of Customer-Based Brand Equity (CBBE)? C.
Focus on consumer perceptions and responses

What is the primary goal of businesses when addressing indirect competition? B. To

differentiate their products from substitutes.

What is the primary purpose of a brand mantra? A. To clearly communicate the

brand's identity

What is the term used to describe the degree to which customers can recall or recognize a
brand? A. Brand awareness

What is the term used to describe the degree to which customers perceive a brand to have
a distinct and desirable place in their minds relative to competing brands? A. Brand
positioning

What is the term used to describe the specific associations that customers make with a
brand, such as attributes, benefits, or attitudes? A. Brand image

What is the term used to describe the value a brand holds in the minds of consumers? A.
Brand equity

What plays a critical role in successful brand extensions? C) Developing an extension

closely related to the core brand

What types of Points-of-Parity (POPs) represent necessary, but not necessarily sufficient,
conditions for consumers to choose a brand? A. Category POPs
 When a consumer expresses thoghts, feelings, images, experiences, beliefs and so on that
become associated with the brand, the consumer is expressing brand ……… a. Knowledge
The challenge for marketers in building a strong brand is: a. ensuring that customers have
the right type of experiences with products and their marketing programs to create the
desired brand knowledge

When a marketer expresses his or her vision of what the brand must be and do for
consumers, they are expressing what is called ________. A. a brand promise

When Chinese motorbikes rushed into our country, Hon Da Vietnam introduced the
Wave Alpha motorbike to the market. According to you, Wave Wave Alpha plays the role of:
c. Exploitation brand.

Which is not one of the Three models that provide important micro and macro
perspectives on successful branding? A. Brand identity model

Which of the following criteria are used to Choosing Points-of-Difference? B.

Desirability Criteria, Deliverability Criteria, Differentiation Criteria

Which of the following criteria is NOT mentioned as a consideration for guiding

segmentation and target market decisions, based on the provided information? A.
Profitability: How much revenue can the segment generate for the company in the short
term?

Which of the following factors does not belong to Points-of-Parity associations (POPs)?
C. Positioning

Which of the following factors is NOT a key contributor to brand awareness and brand
image? d) Price competitiveness and discounts

Which of the following industries is most likely to emphasize both POPs and PODs in
their branding strategy? c) Luxury fashion

Which of the following is an accurate statement about "Point of Parity" and "Point of
Difference"? C. "Point of Parity" sets a brand apart from competitors, while "Point of
Difference" highlights unique attributes.

Which of the following is an example of a "Point of Parity" for a toothpaste brand? C.

Providing cavity protection, just like other toothpaste brands

Which of the following is an example of leveraging the equity of another entity in the
smartphone market? a) Collaborating with a well-established company to co-brand a
new product

Which of the following is NOT a segmentation basis for consumer markets? D. SIC
code

Which of the following is NOT correct regarding brand awareness? D. Brand

recognition, also known as aided recall, is harder to create than brand recall.

Which of the following is NOT one of the criteria for guiding segmentation and target
market decisions? C. Profitability
 Which of the following is NOT one of the dimensions of Keller's Customer-Based
Brand Equity model? C) Brand Expectation

Which of the following statements about brand mantras is true? D) They can provide
guidance about what ad campaigns to run and where and how to sell the brand.

Which of the following statements best defines brand resonance? B) The connection
and engagement customers have with the brand

Which of the following would NOT be among the strategic of brand management
process? A) Measuring consumer brand knowledge

Which of these methods does not pertain to a brand's category membership? C. Trust
the machine controller

Which sentence is true? A. Marketers should consider all the dollars spent on
manufacturing and marketing products each year not so much as “expenses” but as
“investments”

Who designed the Keller model of CBBE in 1997? : A. Kevin Lane Keller

Why do marketers have trouble building Points-of-Parity (POPs) and Points-of-

Difference (PODs) for their brands? A. Because better scores in one factor often reduce
the value in another factor.

Why is it important for a brand mantra to be both category-defining and uniqueness-

clarifying? D. It creates a memorable and compelling brand identity.

Why is it important for a brand mantra to define the brand's category? C. It creates a
clear understanding of what the brand is and what it offers.

Why is it important to identify the target consumer for brand positioning? C. To

understand different brand knowledge structures
Chapter 3: BRAND RESONANCE AND THE BRAND VALUE CHAIN

"Breadth and Depth of Awareness" is the content of which of the steps to building a
strong brand? A.Brand Salience

"Defines what the brand thinks from the consumer's perspective" : a. brand attitude

_________ is overall evaluations of the brand in terms of its quality and the satisfaction
it generates.: A. Brand Attitudes

_________ indicates the nature of the relationship customers share with the brand and
the limit to which they are in sync with: A.Brand feelings

_________ is the strength, favorability, and uniqueness of perceived attributes and

benefits for the brand: A. Brand Associations

_________can be stated as customers' emotional reactions and responses with respect to

the brand: A. Brand feelings

“Customers’ subjective and intangible assessment of the brand, above and beyond its
objectively perceived value. Three key drivers of brand equity are customer brand awareness,
customer brand attitudes, and customer perception of brand ethics”. This is the definition of?
Brand equity

“Mrs. Loan went to the supermarket and was invited to try Nuti Food milk products, but
she refused and went to the Vinamilk milk counter to buy the product.” An example in what
dimension? a. Behavioral loyalty

”Northern Trust used the fact that it was over 120 years old and had weathered many
financial downturns through the years to reinforce trust and stability to its wealthy clientele.
What kind of following associations can help create strong points-of-difference? A. Brand
History, Heritage, and Experiences

5 important types of attributes and benefits that underlie brand performance: (1). Primary
ingredients and supplementary features (2). Product reliability, durability, and serviceability
(3). Service effectiveness, efficiency, and empathy (4). Style and design (5). ________ . C.
Price

A customer will choose a brand based on how compelling the _________ was as
compared to other brands: A.Difference
 A means by which marketers can trace the value creation process for their brands to
better understand the financial impact of their marketing expenditures and investments: C.
Brand Value Chain

According to Brand Value Chain, with Program Quality Multiplier, the questions of
“How meaningful is the marketing program to customers? Do consumers feel the brand is
one they should seriously consider?” belong to which feature? Relevance

According to financial analysts and investors, financial market dynamics include which
of the following factors? A. Interest rates, investor psychology, capital supply

According to the brand resonance model, what is the most valuable brand building
block? D. Brand resonance

According to the brand value chain, marketing investments build ________. A. brand
equity

Active customer engagement is the strongest expression of brand loyalty because: A.

They are willing to invest time, effort, money or other resources into the brand.

Based on the provided information about the financial marketplace's assessment of brand
value, which of the following is considered a key indicator with direct financial implications
for a brand? C) Stock price, price/earnings multiple, and overall market capitalization

Behavioral loyalty is a component of which step in the brand value chain? A.

Resonance

Besides having a good facility, Shangri-La Hotel has predicted, researched, solved their
customers’ needs promptly and sincerely. Which brand building blocks has Shangri-La Hotel
used perfectly? A. Brand Performance

Brand _________ is a customer's personal opinion about a brand: A. Judgment

Brand Attachment show up by: A. The degree of loyalty the customer feels toward
the brand

Brand awareness consists of brand recognition and brand: A. Judgment

Brand Credibility include: A. Trustworthiness, Likability, Expertise

Brand empathy in services reflects the extent to which employees are perceived as
_______. A. honest and caring

Brand Judgment can be understood simply as: A. Customer's appreciation

Brand knowledge refers to brand _________.: A. Awareness

Brand loyalty and resonance depends on the consumer's experience with the product
meeting: c) Their expectations should at least be met if not actually exceeded.

Brand performance can affect on brand... A. Judgement

 Brand performance is what determines what resources an organization needs to use to
build and maintain a strong brand? c) Appropriate brand management strategy

Brand performance relates to how well a brand meets _______. A. functional needs

Brand quality is evaluated based on?: A. Satisfaction

Brand recall and recognition measure brand awareness in what situations and
circumstances? b) Under different conditions and associate brand names, logos, symbols
with associations in memory.

Brand recognition can make an important contribution to establishing relationships

between... b. Customers and brands.

Brand resonance and the relationships consumers have with brands have two dimensions:
A. Intensity and Activity

Brand resonance and the relationships consumers have with brands have two dimensions
what are they? A. Intensity and activity

Brand Resonance Model affect significantly on : A. Customer Mind-Set

Brand satisfaction is an element of which brand resonance step? A. Judgments

Brand superiority refers to the extent to which a brand is seen as ________. : A. unique
and better than alternatives

Brand user imagery includes associations related to ________. A. typical brand users

Brands that elicit feelings of amusement and lightheartedness create ________. A. fun

Coca-Cola is a famous and long-standing carbonated beverage brand. When it comes to

them, we often feel that their drinks are very delicious and refreshing. Besides, we also feel
secure and feel that they respect their customers very much. What is the brand building block
in this situation? B. Brand Feelings

Consumers should at least recognize the Tropicana brand when it is presented to them.
Beyond that, consumers should think of Tropicana whenever they think of orange juice,
particularly when they are considering buying orange juice. Ideally, consumers would think
of Tropicana whenever they were deciding which type of beverage to drink, especially when
seeking a “tasty but healthy” beverage. Thus, consumers must think of Tropicana as
satisfying a certain set of needs whenever those needs arise. One of the challenges for any
provider of orange juice is to link the product to usage situations beyond the traditional one of
breakfast—hence the industry campaign to boost consumption of Florida orange juice that
used the slogan “It’s Not Just for Breakfast Anymore.” What is the primary objective for
consumers regarding their perception of the Tropicana brand? c) To think of Tropicana
when thinking of orange juice.

Customers’ personal opinions about and evaluations of the brand, which consumers form
by putting together all the different brand performance and imagery associations. This is the
concept of: A. Brand judgment
 Choose the correct answer : B. Identification with a brand community may reflect an
important social phenomenon in which customers feel a kinship or affiliation with other
people associated with the brand, whether fellow brand users or customers, or
employees or representatives of the company

Choose the correct answer : C. the customer mind-set includes everything that exists
in the minds of customers with respect to a brand: thoughts, feelings, experiences,
images, perceptions, beliefs, and attitudes

Choose the wrong answer: A. Brand attitudes generally independ on specific

attributes and benefits of the brand

Choose the wrong answer: B. The ability of the marketing program to affect the
customer mind-set will independ on its quality

Five important types of attributes and benefits which includes: A. Primary ingredients
& supplementary features; service effectiveness, efficiency, empathy; product
reliability, durability& serviceability; style&design; price

For brands that are overlooked or forgotten in usage situations, what is the best way to
improve sales? b) Increase brand prominence and brand awareness.

How are Breadth and Depth of Awareness different: Depth of awareness measures the
ability for a brand element to come to mind

How does Red Bull build brand feelings related to excitement?: A.By engaging in
adventurous and extreme sports activities

How many core steps are involved in building a strong brand? A. 4

How pervasive is brand awareness? c) Spread to a certain area

In the annual EquiTrend study by Harris Interactive, 20,000 consumers aged 15 or older
rate a random selection of 60 brands from a total of 1,200 brands across 46 categories on
several dimensions: Equity, Consumer Connection, Commitment, Brand Behavior, Brand
Advocacy, and Trust. An Equity score is determined by a calculation of measures of
Familiarity, Quality, and Purchase Consideration. What concepts are mentioned through the
above research? A. Brand Quality

In the context of brand feelings, what does Uniqlo focus on to create a sense of social
approval?: A. Quality, simple, and modern design

In the past, there was a case where the US court asked Apple to help unlock the phones
of two criminals to support the investigation of the case, but Appe refused this court request
for information security reasons. of customer. Through the above situation, what methods did
Apple use to create trust with customers? A. Brand feeling of security

In which stage of brand value development do marketing activities like product research,
development, design, trade or intermediary support, and marketing communications, such as
advertising, promotion, sponsorship, and employee training, fall? D) The first value stage
 In your opinion, in achieving high brand performance, which factor plays the most
important role? e) Brand management and development

Marketplace Conditions Multiplier is an impact factor between which two stages?

Customer Mind-Set - Market Performance

Measures various aspects of the awareness of the brand and how easily and often the
brand is evoked under various situations or circumstances: B. Brand Salience

Purchase situation imagery refers to linking a brand with _______. A. certain usage
locations or events

Shangri-La ensures that all its touchpoints with customers are closely aligned with their
vision. In a hotel, the most frequent and effective touchpoints will be the service staff.
Therefore, Shangri-La has built a solid foundation with its staff before reaching consumers.
This ensures that at every point of contact, Shangri-La sends the message to all customers
that they will be treated as guests in their own home, like family. Which brand building
blocks has Shangri-La Hotel used in this stiuation? A. Brand Salience

Shangri-La has effectively created an emotional connection, which is evident based on

feedback from many hotel guests, appreciating the approach Shangri-La has taken, treating
them as people. close. More importantly, they were able to guide staff towards a vision that
was consistent with that of the hotel, with an emphasis on promoting a sense of pride and
family atmosphere between staff and guests, making staff feel like they needed to help,
protect and serve their guests. The campaign also created a stronger sense of online
community as Shangri-La's videos reached many people on YouTube. Furthermore, there
was also active feedback engagement from hotel guests on Shangri-La's social media. Which
brand building blocks has Shangri-La Hotel used in this stiuation? B. Brand Resonance

To create brand loyalty and resonance, marketers must ensure what with the product at
least meet, if not actually surpass, their expectations? A. consumers’ experiences

The ability of the marketing program to affect the customer mind-set will depend on its
quality. Throughout the book, we review a number of different means to judge the quality of
a marketing program. One handy way to remember some key considerations is through the
acronym DRIVE. What is 5 key considerations that “DRIVE” stand for A. Distinctiveness,
Relevance, Integrated, Value, Excellence

The advertisement "Even though Tet Changes, the Magic is Still Here" of the CoCa -
CoLa brand, reminds consumers about the traditional Vietnamese Tet, no matter how many
years have passed, Tet is still a family gathering day. CoCa - CoLa uses brand perception to
convey which of the following emotions: A. Warmth

The brand resonance model includes which of the following elements: A. Salience,
Performance, Imagery, Jugments, Feelings, Resonance

The brand resonance model provides a quantitative measure of the success of branding
efforts through what application? D. Brand tracking support model
 The brand value chain model assumes that the process of creating brand value begins
when? A. When a company invests in a marketing program

The extent to which value created in the minds of customers affects market performance
depends on factors beyond the individual customer. Three such factors are: A. Competitive
superiority, Channel and other intermediary support, Customer size and profile

The user groups provide Apple owners with opportunities to learn more about their
computers, share ideas, friendships with fellow Apple users, as well as sponsor special
activities and events and perform community service. This is useful way: Build brand
communities

These six feelings of Brand Feelings can be divided into two broad categories: The first
three types of feelings (Warmth, Fun, Excitement) are show: Experiential and Immediate

These six feelings of Brand Feelings can be divided into two broad categories: The latter
three types of feelings (Security, Social approval, Self-respect) are show: Private and
Enduring

Three particularly important indicators are the stock price, the price/earnings multiple,
and overall market capitalization. It belongs to: A. Shareholder Value

What are aspects of brand awareness? A. Strength, depth, breadth

What are aspects of brand performance? A. Ingredients, durability, service

What are dimensions of brand personality? A. Excitement, ruggedness, competence

What are types of brand feelings? A. Fun, warmth, excitement

What are types of brand judgments? A. Credibility, consideration, superiority

What are the four steps of brand building? A. Brand salience, brand performance,
brand judgments, brand feelings

What aspect of financial value does the customer equity perspective focus on? a)
Financial efficiency that customers bring.

What do brand feelings refer to in the brand value chain model? A. Emotional
connections

What does achieving the right brand identity mean? a) Create brand awareness with
customers.

What does brand awareness measure? a) Identification and association of brand

elements with product categories and purchasing and consumption situations.

What does brand awareness refer to in marketing? A. Customers' ability to recall and
recognize the brand under various conditions.

What does brand breadth relate to? A. Situations where brand comes to mind
 What does brand consideration relate to? A. Personal relevance of brand

What does brand credibility relate to? A. Expertise, trustworthiness, likability

What does brand depth relate to? A. Ease of brand recall

What does brand durability measure? A. Length of brand lifetime

What does brand empathy relate to? A. Understanding customer interests

What does brand equity measure? A. Financial value of the brand

What does brand heritage impact? A. Brand imagery

What does brand imagery relate to? A. Values, experiences, personality

What does brand performance describe? A. How well the brand satisfies functional
needs

What does brand resonance include? A. Behavioral loyalty, attachment

What does brand salience refer to in terms of brand awareness? A. Ease of brand
recall

What does brand salience relate to? A. Awareness and recall

What does brand superiority depend on? A. Unique brand associations

What does perceived quality measure? A. Consumer attitudes about brand

What does the concept of "brand feelings" encompass?: A.Emotional responses and
perceptions towards a brand

What does the depth of brand awareness measure? A. Measure the likelihood of a
brand element appearing

What factors do financial analysts and investors consider when assessing investor
sentiment? A. Financial market yields and investor psychology

What factors influence the breadth of brand awareness? A. The organization of brand
and product knowledge in memory.

What helps develop consumer attitudes? A. Brand benefits and attributes

What impacts brand equity more than marketing? A. Value creation

What impacts the depth of brand awareness? A. Ease of recall

What is active engagement? A. Customers are engaged, or willing to invest time,

energy, money, or other resources in the brand

What is an aspect of brand relationships? A. Sense of community

 What is attitudinal attachment? A. Customers buy products just because the brand is
famous

What is Brand Objective at Judgments, Feelings Stage?: Positive, accessible reactions

What is Brand Objective at Performance, Imagery Stage?: Points-of-parity and Points-

of-difference

What is Brand Objective at Resonance Stage?: Intense, active loyalty

What is brand resonance? A. Repeat purchases and loyalty

What is measures the consistency of performance over time and from purchase to
purchase: A. Reliability

What is the ability of the marketing program to affect the customer mind-set will depend
on its quality?: A. Program Quality Multiplier.

What is the highest level in developing a strong brand? A. Brand resonance

What is the key element of TH True Milk's brand-building strategy related to security?
A. Transparency in all stages of production

What is the role of brand awareness in achieving brand resonance? b) It serves as a

foundation for building brand resonance

What is the strategic significance of branding? c) Ensure brand prominence and

awareness in usage situations.

What role does brand consideration play? A. It tests whether consumers would
consider buying a brand they know.

When consumers choose to buy a product with different features than other products of
the same type, it is based on what characteristics of the brand: A.Brand Superiority

When customers buy medicine or functional foods, they often look at the ingredient list
of the medicine or functional food to make assessments about that medicine or functional
food. In this case, which Brand Performance are consumers using? A. Primary ingredients
and supplementary features

When do brands may take on associations to their past and certain noteworthy events in?
Brand History

When is customers willing to pay for a comparable product because of its brand? A.
Price Premiums

Which are 2 criteria in brand salience? A. Breath of awareness&Depth of awareness

Which aspect of brand resonance indicates the strongest loyalty? A. Behavioral loyalty

Which aspect of brand value chain modifications is true, based on the information
provided? C) Some marketing activities may have immediate and direct effects.
 Which brand judgment depends largely on unique associations? A. Brand superiority

Which brand value chain stage involves linking brand associations to build performance
and imagery? A. Meaning

Which concept reflects customer perceptions about and reactions to a brand? A. Brand
equity

Which feeling is the most intense? A. Excitement

Which is associated with durability? A. Performance consistency

Which is created value in the minds of customers affects market performance?: A.

Marketplace Conditions Multiplie

Which is measures the success of the marketing program in driving brand sales?: A.
Market Share

Which is NOT considered an intangible brand association? A. Product features

Which of the following sentences is incorrect? Durability measures the consistency of

performance over time and from purchase to purchase

Which part of the customer's mind is a particularly important measure in the customer's
mind according to the brand resonance model? A. Brand awareness

Which relates to brand ruggedness? A, Outdoorsy

Which step in brand building is often skipped by marketers who are in a hurry to
establish an image for the brand? Building brand awareness

Which step in building brand resonance focuses on creating an intense, active loyalty
relationship between the brand and customers? A. Converting brand responses into
resonance

Which term refers to the strength of the relationship and level of attachment a customer
has with a brand? A. Brand resonance

Which type of brand feeling relates to peacefulness and calm? d) Security

Which type of brand-building feeling is associated with safety and confidence?:

A.Security

Which type of feeling relates to social approval? A. Warmth

Who could care more about market operations and the impact of customer mindset on
actual market behavior along the brand value chain? b) Chief marketing officers (CMOs)

Who focuses more on the customer's mindset and the impact of the marketing program
on the customer? A. Brand and category marketing manager
 Why does resonance in the customer-brand relationship require the brand to fully meet
consumer needs? A. Attitudinal attachment

Why isn't behavioral loyalty enough to create resonance? B. Customers only buy
when necessary, without a positive attitude.

Chapter 4: CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY

From a marketing management perspective, there are three main sets of brand equity
drivers. Which of these drivers was most applicable when McDonald’s decided to use the
“golden arches” and Ronald McDonald as symbols of their brand? A. The initial choices for
the brand elements or identities making up the brand

"Just Do It" is the famous slogan of which of the following brands? C. Nike

"Wingspan Rising High" is slogan of : A. Vietnam Airlines

. What is the potential impact of incorporating humor into a brand's marketing strategy
on likability? A. Humor can create a positive and enjoyable image, contributing to
likability

.……. are short phrase that communicate descriptive or persuasive information about the
brand: A. Logos

______ are musical messages written around a brand. . A. Jingles

______ are musical messages written around a brand. C. Jingles

______ are short phrases that communicate descriptive or persuasive information about
the brand: A. Slogans

______ are short phrases that communicate descriptive or persuasive information about
the brand. C. Slogans

______ is used to check the efficiency of a particular brand among its customers. A.
Brand testing

______is a complete song that speaks to the core values of the brand and affirms the
nature of the product. A. Sound logo

______is the activities of designing and producing containers or wrappers for a product.
A. Packaging

……. are musical messages written around a brand: A. Jingles

……is a complete song that speaks to the core values of the brand and affirms the
product's personality A. Brand song
 A consumer’s ability to identify a brand, recall its performance and compare it with other
brands are called _________. D. Brand awareness

A few good illustrations of power brand elements are Nike’s “swoosh” logo, the
empowering “Just Do It” slogan, and the mythological “Nike” name based on the winged
goddess of victory. A. TRUE

A few good illustrations of power brand elements are Nike’s “swoosh” logo, the
empowering “Just Do It” slogan, and the mythological “Nike” name based on the winged
goddess of victory. A. TRUE

A marketer needs to understand that some ‘general traits’ of a brand name are: A, Easy
to recognise, pronunciation, recalls

A marketer needs to understand that some ‘general traits’ of a brand name are: A. Easy
to recognise, pronunciation, recalls

A marketer needs to understand that some ‘general traits’ of a brand name are: D. Easy
to recognise, pronunciation, recalls

A short phrase that emphasizes the value or main message of the brand is called: B.
Slogan.

After repositioning the brand, the brand identity system needs to: A. Only change
elements that are no longer consistent with brand positioning

Although initially an online book seller, Amazon.com chose not to call itself “Books ‘R’
Us,” enabling it eventually to sell a wide range of products. This naming decision makes the
brand element more ________. D. Transferable

Amazon.com represents which brand element? A. Transferable

Both a business and consumer perspective, packaging must achieve several goals,
Accepted: A. The design must be beautiful, outstanding, bright, and bright in color

Brand element is also known as_______. C.Identity

Brand element is also known as_______. A. Identity

Brand elements have descriptive and suggestive meanings about product categories such
as logos, brand names, slogans, etc. What are the criteria to convey the brand? A. General
information

Brand names are not the only important brand element. Often, ________, the more
important it is that brand elements capture the brand’s intangible characteristics. A. The less
concrete brand benefits are

Brand names provide information about which of the following elements? A.

Content

Brand naming should: B. Short name and easy topronounce

Circle K uses the "K" symbol as an important part of the brand. Here is an example of :
B. Brand logo.

Choose an example of a brand using a strong identity symbol: A. Coca-Cola (with the
red circle symbol).
 Fill in the blank: “A logo contains meanings related to the brand device it represents, in
addition, the logo must convey ………………….. of the business.” A. Core message
and value

From a marketing management perspective, there are three main sets of brand equity
drivers. Which of these drivers was most applicable when McDonald’s decided to use the
“golden arches” and Ronald McDonald as symbols of their brand? C. The initial choices for
the brand elements or identities making up the brand.

From the point of view of both the business and the consumer packaging must achieve a
number of goals, except: A. Packaging can be fragile, easy to tear, easy to smear
information

From the point of view of both the business and the consumer, packaging must achieve a
number of goals, except: A. Packaging can be fragile, easy to tear, easy to smear
information

Full form of URL? B. Uniform resource locator

Full form of URL? A. Unidentified random locator

Which is NOT a criterion for brand elements? A. Trademarks

How can a brand's visual identity contribute to being likable? A. Having a cohesive and
visually appealing design

How can an adaptable brand benefit from changes in consumer preferences? A.

Adaptable brands can tailor products and messaging to align with evolving preferences

How can an adaptable brand respond to a crisis or negative public perception? A.

Adaptable brands address issues transparently, working to rebuild trust

How can brand elements contribute to brand awareness? A. By facilitating recall or

recognition in purchase or consumption settings

How can the cultivation of transferable skills positively impact a company's brand
reputation? A. Building a skilled and adaptable workforce, leading to a positive brand
image

How can unique packaging designs contribute to a brand's protectability? A. Unique

packaging designs enhance brand recognition and protectability

How do transferable skills contribute to effective brand communication? A. Through

consistent and adaptable communication strategies

How does a brand name serve as a shorthand means of communication for a product?By
conveying central themes or key associations concisely

How does a jingle help consumers remember a brand? A. Creates an emotional

connection between the brand and the consumer

How does emotional connection contribute to brand memorability? A. Emotional

connection enhances brand recall and loyalty
 How does the persuasive meaning of a brand element contribute to its effectiveness? A.
It suggests something about the particular kind of product or its key points-of-
difference attributes or benefits.

How does the use of jingles and packages impact brand management? A. Creates
differentiation and makes a deep impression on customers

How many steps are there in the brand naming procedure? A. 6

How might the phenomenon of brand priming influence consumer perception of logos
and symbols, and what strategies could marketers employ to capitalize on this psychological
effect? A. Marketers can use brand priming to create subconscious associations with
logos.

How should a package reflect the brand value? A. Through the color and design of the
packaging

If a brand element can be used to introduce new products in the same or different
categories, the brand element is said to be ________. D. Transferable

If a brand element fails to convey general information about the function of the product,
what impact is it likely to have on brand equity? A. It may hinder the brand's ability to
achieve a high level of brand awareness.

If a brand element has the characteristic of being memorable, the brand is credible and
suggestive of its corresponding category. B. FALSE

If a brand uses a separate and unique color palette, this can: B. Create strong
awareness.

In brand management, what is the significance of transferable skills in team

collaboration? A. They enhance teamwork and problem-solving

In the context of brand elements, what is the relationship between protectability and
competitive advantage? A. The ease of copying brand elements is inversely related to
their protectability

In the dairy market, what strategies has Ovaltine launched to help bring in more revenue
and attract more customers interested in the brand? A. changed the slogan as if to "refer"
to rival Milo, and became a viral saying on social networks

In what situations are creative brand elements particularly important? A. When the
possible product benefits are intangible

In what situations do marketers opt for abstract logos, and what advantages do these
logos offer?Abstract logos are chosen when the full brand name is challenging to use.

In what way does a brand's commitment to sustainability contribute to its

meaningfulness? A. Commitment to sustainability aligns with modern values, making
the brand more meaningful

In what way does a meaningful brand resonate with its target audience? A. Meaningful
brands align with the values and aspirations of their specific target audience

In which of the following cases can a brand identity system be considered a failure? A.
Customers do not recognize the brand
 In which of the following cases is a jingle not appropriate to use? D. A brand that offers
professional products or services

Independent of its memorability and meaningfulness, what is another factor that

determines customers' perception of a brand element? B. Aesthetic appeal and likability

It is used to identify the brand, enhance brand awareness, and facilitate unique brand
associations: A. Brand element

Lifebuoy represents which brand element? C. Adaptable

Lifebuoy represents which brand element? A. Adaptable

Lux, Taj and LG represent which brand element? B. Memorable

Main association groups? A. Product attributes, product benefits, company/brand

image

Many brands are deliberately imbued with human characteristics, to the point that they
are identified as having particular personalities. This is referred to as: A. Brand personality

One of the selection criteria for creating a successful brand element is that it should be
protectible. A. TRUE

Packaging is called as the ______P of marketing mix. A.Fifth

Packaging is called as the ______P of marketing mix. D Fifth

Six brand elements assist in brand building. Which of the following would NOT be
among those preferred brand elements? D. Subliminal nature

Six criteria for brand elements A. Memorable 2. Meaningful 3. Likable 4.

Transferable 5. Adaptable 6. Protectable

Step 4 in brand naming procedures is: C. Study candidates names

To choose a brand name, you would choose: B. Easy-to-read and easy-to-remember

names

The brand building components while choosing brand are: B. Memorable, likable and
meaningful

The brand building components while choosing brand are: A. Likable, memorable,
meaning

The brand building components while choosing brand are: A. Memorable, likable and
meaningful

The brand name “Clear” of the shampoo product is the name given to: B. Product
characteristics

The brand of a product is.....? A. Icons

The face of Betty Crocker has been updated several times in the past 75 years without
losing any of its brand recognition. This brand element is ________. C. Adaptable
 The famous “Plop, plop, fizz, fizz! Oh, what a relief it is!” campaign is a good example
of what is called a brand ________. A. Element

The main goals of using colors in the brand's packaging are: B. Increase visual
interaction.

There are ______ main bases to choose brand elements. C. Six

Trademarked devices that help to identify and differentiate a brand from its
competitors are called ________. C. Brand elements

What advantage do logos offer in terms of cultural transferability and versatility across
different product categories?Logos transfer well across cultures and diverse product
categories.

What are the benefits of jingles in brand management? A. Create attention and
quickly identify the brand

What are the principles of creating a slogan for a brand? A. Short, easy to remember,
impressive, not offensive, clear goals, emphasizing advantages

What does a jingle do in advertising? A. Creates a connection between music and the
brand

What does the first dimension of brand element meaningfulness primarily determine? A.
Brand awareness and salience

What factors should be considered in package design? A. Increasing brand value

What important roles do jingles and packages play? A. Create recognition and leave a
lasting impression for the brand

What is a crucial aspect of creating a memorable brand identity? A. Consistent and

distinctive visual elements

What is a jingle? A. A catchy advertising tune

What is a necessary condition for building brand equity? A. Achieving a high level of
brand awareness.

What is a package? A. Product packaging

What is a potential drawback of neglecting the development of transferable skills? A.

Limited professional growth and

What is important when choosing a brand color? A. Consumer psychology

What is important when choosing a brand symbol? A. Uniqueness

What is the brand identity system? B. A collection of signs used to distinguish goods
and services of different organizations and individuals.

What is the common term used interchangeably with URLs? A. Domain names

What is the difference between slogans and ad taglines? A. Slogans are more
enduring, while ad tag lines are campaign-specific.
 What is the downside of creating a brand with no deeper meaning or purpose? A.
Brands without a deeper meaning lack customer loyalty and fail to resonate

What is the function of packaging? A. Attract the customer's "first look" - a

powerful driver of consumer purchasing behavior

What is the importance of protectability when considering brand elements? A. It

safeguards the brand from unauthorized competitive infringement.

What is the main purpose of slogans in branding? To create a shorthand means of

building brand equity

What is the protective packaging?. A. Is the packaging that protects the top layer of
the product, provide more information about the product and instructions on how to
use it right about the product, the packaging requires high aesthetics and is
environment friendly

What is the purpose of URLs (Uniform Resource Locators) on the Web? A. To specify
the location of pages

What is the relationship between likability and the creative potential of brand elements?
A. The creative potential influences the likability.

What is the role of simplicity in improving brand awareness? A. It reduces the effort
required to comprehend the brand name

What makes the choice of a brand name fundamentally important for a product? A. Its
ability to convey key associations

What role does a package play in brand management? A. Protects the product during
transportation and storage

When creating a slogan, what should you avoid? C. Not expressing the company's
idea

When making a packaging change, what should marketers be cautious of? A. Losing
key package equities that have been built up

When the same brand name holds several products in different markets, it is known as
the A. Umbrella brand

Where is a brand's logo typically placed to optimize brand awareness? C. On the

product or packaging.

Which aspect determines the ease of transferring a brand element across different
product categories? A. The cultural content and linguistic qualities of the brand element

Which component of the brand identity system is the most important? A. Brand name

Which element of a brand identity system can be used to create an impression and be
remembered for a long time in the minds of customers? C. Slogan

Which factors do not belong to the brand identity system? D. Logotype

Which of the following criteria is crucial for determining the effectiveness of a brand
element? A. The persuasive meaning it conveys about the particular kind of product or
its key attributes and benefits.
 Which of the following factors is NOT considered in determining the meaningfulness of
a brand element? A. The visual appeal and aesthetic quality of the brand element.

Which of the following factors is NOT part of brand identity: C. Market

segmentation.

Which of the following is an example of a brand element that is inherently memorable

and attention-getting? A. A brand of propane gas cylinders named Blue Rhino featuring
a powder-blue animal mascot with a distinctive yellow flame

Which of the following is an example of a brand element with persuasive meaning? A.

A brand slogan that emphasizes the product's benefits

Which of the following is NOT a criterion for evaluating the meaningfulness of brand
elements? A. Specific information about the target audience

Which of the following is NOT a focal point discussed in the article to determine the
effectiveness of brand elements? A. Aesthetic appeal

Which of the following is not part of slogan design principles? D. Language limitations

Which of the following is true about the likability of a brand element? A. It is

independent of its memorability and meaningfulness.

Which of the following is true about the meaningfulness of a brand element? A. It

has descriptive meaning and suggests something about the product category.

Which of the following principles is NOT a basic principle when naming a brand? A.
Describe the uses of the branded product

Which of the following principles is not included in the principles of building a brand
name? A. Name according to preference, business style.

Which of the following statements is true about brand names? A. They are a
shorthand means of communication.

Which type of brand personality is more likely to be memorable? A. A brand with a

unique and consistent personality

Why do big brands like Starbucks change their logos and brand names that are currently
in a period of steady growth from the name "starbucks coffee" to "starbucks"? A. found that
her current name was too or could not accurately reflect her current activities

Why is an adaptable brand more likely to succeed in the face of technological

advancements? A. Adaptable brands leverage technology to enhance operations and
customer experiences

Why is it crucial for a brand to conduct thorough searches before finalizing a name to
ensure protectability? A. Thorough searches help identify potential conflicts and ensure
the protectability of the chosen name

Why is it challenging to find a satisfactory brand name for a new product? A. Limited
availability of legally registered names

Why is it essential for a brand to be adaptable in a rapidly changing market? A.

Adaptable brands can respond effectively to market shifts, ensuring continued
relevance
 Why is it important for a brand to have a protectable logo or symbol? A. Protectable
logos safeguard against unauthorized use, ensuring brand integrity

Why is positive customer experience crucial for making a brand likable? A. Positive
experiences build trust and contribute to the brand being likable

Why today, brands are starting to turn to using jingles and brand song more than using
images to reach customers? A. People are very sensitive to sound because when using
sound effects in marketing, it produces 5 times higher results than images.

With respect to powerful brand elements, a ________ is an extremely efficient means to

build brand equity. The element can function as useful “hooks” or “handles” to help
consumers grasp what the brand is and what makes it special. C. Slogan

Chapter 5: DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY

……… appeals to customers’ inner feelings and emotions, ranging from mildly positive
moods linked to a brand to strong emotions of joy and pride. A. Feel marketing

………. creates experiences by taking into account individuals’ desires to be part of a

social context (e.g., to their self-esteem, being part of a subculture, or a brand community).
A. Relate marketing

……….. have been defined as branded items in a diverse set of durable and semi durable
goods categories that are not directly comparable to other items carrying the same brand
name. A. Branded Variants

………are defined as “sets of interdependent organizations involved in the process of

making a product or service available for use or consumption”. A. Marketing channels

………is customers’ perception of the overall quality or superiority of a product or

service compared to alternatives and with respect to its intended purpose. A. Perceived
quality

………the level of operation of the product's basic features during use or consumption of
the product. A. Primary ingredients

6 popular types of Loyalty Programs including…………. A. Discount, Points System,

Refund, Cashback, Club Cards, Partnerships

A temporary store that combines retail and event marketing is called what? A. Pop-up
stores

According to NEW PERSPECTIVES ON MARKETING, what factors do businesses

need to focus on? A. Personalized

Activities to support members on its channel include retailers, distributors, agents, and
other partners to help businesses bring their products to consumers. A. Channel support

All of these are marketing advantages of permission marketing EXCEPT which? A. The
cost for delivery is relatively low.
What is the third step of making effective Permission marketing? (Medium): A. Reinforce
the incentive to guarantee that the prospect maintains his or her permission.
 An effective pricing strategy often depends on: A. Understand customers and markets

An effective value-pricing strategy should strike the proper balance among three key
components: A. Product design and delivery, Product costs, Product prices

An example of a pull strategy is: A. Create loyalty rewards programs

An example of a push strategy is: A. Build sales and distribution network

An example of experiential marketing is: A. Create an interactive booth at the

exhibition

Arrange the 4 stages in order to develop a brand marketing strategy: (1) Set goals for
your marketing strategy; (2) Establish the brand's underlying framework; (3) Consolidate and
evaluate the effectiveness of brand communication activities, and revise brand marketing
strategies as needed ; (4) Build and develop brand communication tools. A. 1, 2, 4, 3.

Arrange the three-step communication effectiveness assessment model in order: (1)

Current brand knowledge; (2) Communication programs; (3) Desired brand knowledge : A.
1, 2, 3

At the heart of a successful brand is………, backed by creatively designed and executed
marketing. A. Product strategy

Bernd Schmitt said: “ ....... marketing is usually broadly defined as any form of
customer-focused marketing". A. Experiential

Brand variations are: A. The products are made by the same manufacturer but have
different characteristics

By definition, this type of pricing is used when a firm sells a product or service at two or
more prices, even though the difference in price is not based on differences in cost. A.
segmented pricing

Cons of selling through various channels? A. Increased complexity and cost of

managing multiple channels

Considering the sensory, affective, behavioral, and intellectual dimensions described for
brand experience, how might relationship marketing leverage these aspects to create a more
holistic and personalized brand experience for consumers? A. By incorporating all
dimensions to provide a comprehensive and personalized brand experience

Consumers use price less to judge the quality of a product when they ________. A.
have experience with the product

Consumers usually perceive higher-priced products as ________. A. having a higher

quality

Consumers who have less time and patience for watching for supermarket specials and
clipping coupons would most likely prefer ________. A. EDLP

Cooperative Advertising: A type of advertising in which a (...) pays a (…) a portion of

the advertising costs the (...) undertakes to promote the manufacturer's products A.
Manufacturer - retailer - retailer

Choosing a pricing strategy to build brand value means: A. Determine current price
 Different consumers may have different value perceptions and therefore could and most
likely should receive different prices. What is the type of price? A. Price segmentation

Direct channels are often applied in the following cases: A. The customer has a service
request

Direct channels: A. sell through personal contacts from the company to prospective
customers by mail, phone, electronic means, in-person visits, and so forth.

Electronics companies such as Panasonic, LG, and Samsung all have customer service
centers for warranty services, maintenance, repair, and complaint resolution. Which program
is it in Aftermarketing? A. Customer service program.

Experiential marketing is a marketing strategy that engages customers in memorable

experiences to create a lasting brand impression. Which of the following is NOT an example
of experiential marketing? A. A company sends out a personalized email to customers
with a coupon for their next purchase

Experiential marketing is a marketing strategy that focuses on: A. Creating

memorable experiences for customers that engage their senses and emotions

How can a company-owned store be seen as a way to test consumer reactions to new
products? A. By discounting the product

How can loyalty programs benefit businesses in terms of customer retention and revenue
generation? A. By offering exclusive discounts and rewards to loyal customers

How can loyalty programs contribute to creating stronger ties with customers, and what
is their primary purpose? A. Loyalty programs provide long-term, interactive, value-
added relationships; their purpose is to build stronger ties with customers.

How do firms utilize yield management principles or dynamic pricing, as mentioned in

the passage, to cater to different market segments? A. By varying prices for different
market segments based on their demand and value perceptions

How have changes, as exemplified in the marketing environment, affected brand

management? A. Presented new challenges and opportunities

How many steps are there in designing a distribution channel?5

How many steps to have effective Permission marketing? A. 5

In assessing the perceived quality of a product, an important factor is: A. Features and
performance of the product

In indirect distribution channels, which level should businesses focus on more to bring
brand value? A. Retailers

In permission marketing, who is the one with the power to give permission? A. The
consumer

In relationship marketing, who is the key to long-term brand success? A. Current

customers

In situations where the value of a brand is not obvious to consumers, what strategy does
the passage suggest marketers employ to encourage purchase decisions? A. Emphasizing
quality over price through communications
 In the study of perceived quality, which of the following is an example of a consumer-
dependent decision factor? A. Price and value of the product

Involves creating, maintaining and enhancing strong relationships with customers and
other stakeholders. Increasingly, marketing is moving away from a focus on individual
transactions and towards a focus on building value-laden relationships and marketing
networks. A. Relationship marketing

Main Elements of a User Manual is………? A. Language, Layout, Instructions

One of the emerging marketing trends today is: A. Use data and technology to
personalize the customer experience

One of the factors that directly affects shopping decisions and customer loyalty is: A.
Perceived quality

Perceived quality is: A. customers’ perception of the overall quality or superiority

of a product or service compared to alternatives and with respect to its intended
purpose.

Permission marketing is relevant to a marketer's audience because: A. It keeps the

customers interested

Permission Marketing was defined by which of the following famous marketers?Seth

Godin

Personalizing marketing is based on the fact that all customers are identical in several
ways A. False

Product strategies should focus on………? A. Purchase and consumption

Pull strategy is where manufacturers will carry out advertising programs on mass media
and consumer promotions to motivate (…..) to buy products. A. Consumer

Pull strategies often apply to brands that have: A. High level of customer loyalty

Push strategies often apply to brands that have: A. Low level of customer loyalty.

Relationship marketing includes 3 concepts: A. mass customization, one-to-one

marketing, and permission marketing.

Retail segmentation is: A. The process of dividing the retail market into smaller,
more manageable groups based on common characteristics.

Some tips for building effective loyalty programs? A. Know your audience, Change is
good, Listen to your best customers, Engage people

Students can eat at sidewalk restaurants, but some high-income customers prefer to eat at
luxury restaurants. What is this standard for product quality? A. Style and design

To conduct successful Permission Marketing, we have to satisfy the following factors

EXCEPT Popular

To preserve customer loyalty, do not apply any of the following measures: A. There are
no after-sales programs.
 The connection between a lot of advertising and brand equity is _________ the
connection between sustained innovation excellence and brand equity. A. a lot weaker than

The mix and match maximize collective and individual effects are classified as? A.
Integrated marketing

Three key factors of channel: A. Information, entertainment, experience

Trader Joe's offers an assortment of exclusive gourmet products at impossibly low prices.
These prices are not limited-time offers or special discounts. Instead, they reflect Trader
Joe's________ strategy. A. everyday low pricing

Wal-Mart is famous for using what important type of value pricing? A. everyday low
pricing

What are EDLP prices often based on? A. Value-pricing considerations

What are the five different types of marketing experiences? A. Sense, feel, think, relate,
act.

What are the fundamental strategies of one-to-one marketing? A. Focus on individual

consumers through consumer databases, respond to consumer dialogue, customize
products and services.

What are the fundamental strategies of one-to-one marketing? A. Focus on individual

consumers, respond to consumer dialogue, and customize products and services

What are the key factors that influence a customer's experience with a brand? A.
Product

What are the main benefits of Mass Customization for customers? A. Product
diversity and personalization according to personal preferences.

What challenges did Goodyear face in managing its relationships with its dealers? A.
Failures in pricing and supply management

What does “Everyday low pricing (EDLP)” mean? A. The nature of price discounts
and promotions over time that maintains consistently low, value-based prices on major
items on a day-to-day basis

What does Permission Marketing emphasize? A. Build relationships and get

customer consent before sending marketing messages.

What does the concept “Loyalty Programs” in after-marketing refer to? A. Promotional
programs and benefits for frequent customers

What does the One-to-One marketing strategy focus on? A. Build personalized
relationships with each customer.

What does the term "aftermarketing" refer to, and why is it considered crucial for brand
success? A. It refers to marketing activities after product consumption; it builds
stronger brand equity.

What factors are commonly used to evaluate product quality? A. Primary ingredients
and supplementary features; product reliability, durability and serviceability; and style
and design.
 What factors do marketers primarily consider when setting a value-based pricing strategy
for their products? A. Quality perceptions and perceived value by consumers

What is a major advantage of owning your own store? A. Control over the sales
process and brand-building

What is a pull strategy in marketing? A. Strategy to create attraction and value for
customers

What is a push strategy in marketing? A. Strategy focuses on pushing products from

manufacturers to customers

What is a push strategy? A. Manufacturers motivate retailers to stock and sell their
products

What is emphasized as necessary for building brand equity in the crowded marketplace?.
A. Creative and original thinking.

What is Mass Customization? A. Product manufacturing methods according to each

customer's individual requirements.

What is meant by the concept of personalized marketing? A. Using customer data to

deliver targeted messages to individual consumers

What is the concept behind mass customization, and how has digital-age technology
impacted it? A. Making products to fit the customer's specifications; digital-age
technology enables customized products.

What is the definition of value pricing? A. Sell value-added products at preferential

prices.

What is the difference between value pricing and everyday-low-pricing (EDLP)? A.

Value pricing is a method for setting current prices, while EDLP is a policy for choosing
the depth and duration of promotions and discounts.

What is the effect of continual product improvements on consumer expectations? A.

Consumer expectations increase

What is the final step according to Godin's 5 steps to effective permission marketing,
what is the final step? A. Over time, leverage the permission to change consumer
behavior toward profits.

What is the form of direct selling through a company's own store called? A. Direct
selling

What is the main focus of experiential marketing? A. Enriching a customer's life

through unique experiences.

What is the main goal of a pricing strategy? A. Create long-term growth opportunities

What is the main goal of the after-marketing strategy? A. Maintain and strengthen
customer relationships

What is the most important aspect of implementing successful personalization? A.

Having the right actionable data
 What is the name of the company that found marketplace success in the midst of the deep
recession of 2008 - 2010 by introducing new or improved “value-added” products? A.
Procter & Gamble

What is the primary advantage of mass customization for consumers? A. Ability to

distinguish mass customization with even basic purchases

What is the primary disadvantage of owning your own store? A. Increased operating
costs

What is the primary focus of relationship marketing? A. Providing a holistic,

personalized brand experience.

What is the primary goal of product strategy? A. Meeting customer needs and
preferences

What is the primary goal of relationship marketing? A. Building long-term bonds with
customers.

What is the purpose of a product roadmap in product strategy? A. To communicate the

product's vision and direction

What is the third type of marketing experience 5 different types of marketing

experiences? A. Think marketing

What process in marketing strategy is distribution channel design? A. Build an effective

distribution network to bring products from manufacturers to consumers.

What standards need to ensure product quality? A. Style and design

What term is used to describe the range of acceptable prices within a given price tier,
indicating the flexibility and breadth marketers can adopt in pricing their brands? A. Price
Bands

What type of distribution is CoopMart supermarket? A. General retail distribution

What type of loyalty program will businesses partner with consumer brands to offer
loyalty programs that benefit both parties? A. Partnerships

What three factors must an effective pricing strategy balance? A. Product design and
delivery, product costs, product prices.

When consumers cannot judge quality because they lack the information or skill, price
becomes ________. A. an important quality signal

When choosing a customer segment for personalization, what are the 3 qualifications for
identifying a segment for quick wins? A. Volume of customers, value of segment and
ability to digitally identify

When McDonald's and other fast food restaurants offer "value menu" items at
surprisingly low prices, they are using ________. A. value pricing

Which factors affect the quality of a product? A. Product functional performance

Which is NOT a reason why many companies open their own company-owned stores?
A. To increase expenses
 Which is often the biggest killer to a personalization project? A. Knowing your
audience

Which is the first key to an effective value pricing strategy? A. Product design and
delivery

Which of the following factors is not a distribution intermediary? A. Consumers

Which of the following factors should be considered when conducting a competitive

analysis as part of product strategy?. A. All of the above

Which of the following is a key objective of implementing a customer loyalty program?

A. Increasing customer satisfaction

Which of the following is an example of a customer service program that focuses on self-
service options? A. Interactive voice response (IVR) system

Which of the following is NOT a benefit of IMC? A. Increased brand confusion

among consumers

Which of the following is NOT a benefit of providing comprehensive user manuals for a
product? A. Generating additional revenue through manual sales

Which of the following is NOT a component of product strategy? A. Employee

training

Which of the following is NOT a key element of integrated marketing communications

(IMC)? A. Consistency: Ensuring that all marketing communications are consistent
with the brand's overall message and identity

Which of the following is NOT a type of data that can be used for personalized
marketing? A. Behavioral data (website visits, purchase history)

Which of the following is NOT an example of experiential marketing? A. A traditional

print advertisement showcasing the features and benefits of a product

Which of the following is NOT an example of personalized marketing? A. Displaying

personalized ads on websites and social media platforms

Which of the following is NOT mentioned as one of the types of marketing experiences?
A. Profit Marketing

Which of the following is not one of the three main components of an effective value
pricing strategy: A. Product performance

Which of the following statements is consistent with the "Customize products and
services" strategy: A. “We make something unique for him or her.”

Which one is not a term of "Personalized Marketing"? A. Mass marketing

Which one is related to "only marketing to customers after you get permission"? A.
Permission marketing

Which one of these suggestions for creating a successful customer loyalty program is not
true? A. Create effective distribution networks
 Which pricing strategy is been used in the following scenario? Godiva packages their
chocolates using an elegant high quality box and gold wrapping paper. Commercials of
Godiva include images of couples in elegant clothing and in elegant settings enjoying the
elegant chocolate. A. Value Pricing

Which pricing strategy uses the buyers’ perceptions of value rather than seller’s cost?
A. Customer Value Pricing

Which product or service is considered to fully meet the needs and desires of customers?
A. Optimal product

Which step is step 4 of the five steps to effective permission marketing? A. Offer
additional incentives to get more permission from the consumer.

Which strategy does Wal-Mart's slogans "We sell for less" and "Save money, live better"
apply? A. Value pricing strategy

Who is the main target audience for marketing programs in building brand equity? A.
Consumers

Why are marketers abandoning mass-market strategies? A. To implement new

approaches for the next era of marketing

Why can opening a company-owned store be considered a way to control brand image?
A. To create a connection between retail space and product design

Why can the company-owned store model be seen as a way to protect their brand? A. To
avoid conflicts with other retail channels

Why do internet companies nowadays engage in physical world activities? A. To

strengthen their brand

Why do marketers adopt value-based pricing strategies? A. To align with consumer

perceptions of quality and value

Why do some marketers believe that the fluctuation of high and low prices on products
can have a negative impact on consumer behavior? A. It trains consumers to wait for
discounts, eroding perceived value

Why is permission marketing effective? A. It allows the consumer to decide if they

would like to receive the marketing advertising or not

With machine learning now available to marketers for personalization, many of the
traditional steps in setup and planning for personalization can be skipped. A. False
Chaper 6: INTERGRATING MARKETING COMMUNICATIONS TO BUILD
BRAND EQUITY

"Lack of visual image" is the disadvantage of which type of communication? A. Radio

......... is the inherent ability of marketing communications to generate desired responses

and communication effects from consumers in the absence of exposure to any other
communication options. A.Contribution

........... of marketing communications assessments across all previous criteria must be

weighed against their costs to achieve the most effective and efficient communication
program. B.Costs

……….- traditional advertising media is losing grip – digital revolution has changed the
way consumers learn and talk about brands – changing media landscape has forced marketers
to re-evaluate how they communicate with consumers B. The new media environment

“Traditional advertising media such as TV, radio, magazines, and newspapers seem to be
losing their grip on consumers due to increased competition for consumer attention.” A.
TRUE

…….can accomplish almost any marketing communication objective and is especially

valuable in building strong relationships. A. Social media

A good brand vision includes all of the following except: B. Target customers that the
brand focuses on

Advertising is any paid form of _______and promotion of ideas, goods, or services by an

identified sponsor.B) nonpersonal presentation

All of the following are true about mobile marketing EXCEPT: B. It is expensive.

Analysis the Public Relations and Publicity are two different aspects: A. Contribute to
the relationships between public figures and the media.

Besides conveying a sense of urgency to consumers, what must businesses do to build

brand equity? B. Carefully designed promotions
 Brand consistency in marketing communications refers to: A. Ensuring a uniform brand
message and visual identity across all communication channels

Brands also play a particularly important role in… of products to consumers C. Signaling
characteristics and attributes

Collaborative efforts between consumers and brand marketers in brand building. What is
that? C. Consumer-generated websites with reviews and feedback.

Complementarity is the ability of communication options to: A. Enhance and offset each
other to create the desired consumer knowledge structures

Conformability has two types: communication and consumer. Which of the following is
true about communication conformability? A. The ability of a communication option to
operate at two levels: effectively communicating with both consumers who have and
have not been exposed to other brand communications.

Currently, the most widely used method to determine brand equity is: D. Delphi method

Changing the behavior of distributors so that they promote the brand and provide active
support includes which of the following: C) promotional purposes

Direct response television marketing is also known as : B) infomercials

Filling in the blank - … is the proportion of the audience reached by each communication
option, as well as how much overlap exists among communication options: A. Coverage

From the perspective of consumer behavior, which disadvantage is considered the most
important in promotion? A. Decreased brand loyalty and increased brand switching,
decreased quality perceptions, and increased price sensitivity

Heineken placed giant cardboard boxes labeled “WalkIn Fridge” all over Amsterdam as if
they were being dumped in the trash that is example of….? C. Commonality

High cost of production and placement are disadvantages of which marketing

communication options? A. Television Ads

How can marketing communications contribute to brand equity according to the customer-
based brand equity model? C) By creating awareness of the brand and facilitating a
stronger consumer-brand connection.

How can marketing communications contribute to brand equity according to the customer-
based brand equity model? A. By creating awareness of the brand

How has the changing media landscape affected marketers' communication strategies? D)
The digital revolution has provided new avenues for consumers to engage with brands.

How many criteria related to IMC? D.6

How many disadvantages of sales promotions? B. 4

How many possible tradeoffs with the IMC choice criteria resulting from overlaps in
coverage? C. 3

How many primary media? D. 6

 How many types of advertising? C. 5

IMC requires that all of a brand's communication media : A. Deliver consistent messages

IMC stands for: A. Integrated Marketing Communication

In the context of the Information Processing Model, what might hinder a consumer from
forming purchase intentions? A. Lack of product category knowledge

Integrated marketing communications (IMC) involves: A. Coordinating all marketing

communication activities to deliver a consistent brand message

Intermediate: what issues of information may come into play if communications become
burdened with a great deal of detail, according to Keller? A. Overload, confusion, and
annoyance

Intermediate: according to Keller, in assessing the collective impact of an IMC program,

what is the marketer’s overriding goal? A. to create the most effective and efficient
communication program possible.

Invariably, marketers will employ ________ communications/communication to achieve

their goals. A. multiple

Marketing Communications the means by which companies attempt to _____, persuade,

and ________ - directly or indirectly- about the brands they _____. B.inform / remind
customers/ sell

New Media has the ability to reach ____________________ with it's strong influential
messages. A.wider audience

Printed brochures, newspapers, and greeting cards are examples of what type of media?
D. Traditional media

Recently, we analyzed thousands of apps to flesh out key trends. Which trend did we NOT
see? C. Smartphone users spend more time with apps than tablet users

Sales promotion activities in integrated marketing communications are designed to: A.

Increase immediate sales and encourage customer action

Sales promotions are designed to achieve which of the following goals? A. Change
consumer behavior regarding a brand

Sales promotions are designed to do any of the following: B. Changing consumer

behavior

TV advertising can be an attrractive medium to…..and usage, brand personality. B.

Portraying user and usage imagery, brand personality.

Two possible means of achieving dual communication ability are: A. Multiple and Broad
information provision strategy

Two types of conformability are: A. Communication and Consumer

 The advertising pioneer David Ogilvy believed four factors were critical to making an
effective radio advertising EXCEPT: C) Do not promise the listener any benefit
throughout the commercial

The attractiveness of the company is demonstrated through: C.The company is assessed

as honest, reliable and sensitive to the needs of customers

The brand name is not … what it is used for, but it must suggest what the brand is and
what it means. A. Product Description

The purpose of using multiple marketing communication channels is to: A. Reach

customers at different stages of the buying process

The ultimate goal of integrating marketing communications is to: A. Build strong brand
equity and create long-term customer relationships

There is type of matching possibilities in Conformity, this is A. media

Three different forms of media are: A. Paid, Owned, Earned

Three particularly crucial online brand-building tools are: A. Websites, Online ads and

Wearable devices such as Apple watches, Fitbits and headsets are a new alternative for
_____. B.mobile marketing

What are four major marketing communication options? A. (1) Advertising and
promotion, (2) interactive marketing, (3) events and experiences, and (4) mobile
marketing

What are not the disadvantages of sales promotions ? A. Decreased price sensitivity

What are two main Print media? A. Magazines and newspapers

What are two types of conformability, according to Keller? A. Communication and

consumer

What are the disadvantages of radio? A. The lack of visual image and the relatively
passive nature of consumer processing that results

What are the main advantages of Web site marketing? C. Low cost as well as access to a
large number of customers.

What are the main benefits of event sponsorship for marketers? A. Enhancing the
company's image, creating sales and advertising opportunities, brand association

What are the six steps in the Information Processing Model of Communication? A.
Exposure, Attention, Comprehension, Yielding, Intentions, Behavior

What are the three different forms of communication that effective digital-based
campaigns typically incorporate, according to experts? C. Paid, owned, and acquired
media.

What benefits are mentioned for Internet advertising in terms of accountability? B. It can
track which ads went to which sales.
 What benefits does social media bring to marketers? A. It allows brands to establish a
public voice and presence on the Web.

What can marketers use to determine how to design and implement

different marketing communication options? C. Brand equity

What condition does buzz marketing work? A. Only in high-interest product categories

What could be the possible relationship between conformability and complementarity

according to the IMC choice criteria? A. Inverse relationship

What does "contribution" refer to? A. The inherent ability of a communication option
to create desired effects

What does the changing media landscape compel marketers to reconsider? C. How they
communicate with consumers

What has forced marketers to reevaluate their communication strategies with consumers?
A. The digital revolution and changing media environment

What is a 30-second advertisement broadcast on VTV3 television channel at 7:55 p.m.

with a package price of 100,000,000 VND referring to? B) Disadvantages of television
advertising

What is a major advantage of well-designed business websites? C. They are effective

regardless of the consumer's brand history or personal communication.

What is a person who must have a plan to action in the desired manner of communication
called? D. Intentions

What is a recent innovation that has made billboards more attractive and interactive? A)
Three-dimensional technology

What is a significant drawback of television advertising mentioned? A. High cost of

production and placement

What is Advertising? A. Advertising is any paid form of nonpersonal presentation and

promotion of ideas, goods, or services by an identified sponsor.

What is an implication of the low joint probability of all six steps in the persuasion process
occurring successfully? A. Marketers must carefully design communication programs

What is buzz marketing? B) When the brand tries to make people think that the
message comes from someone else, not the brand.

What is emphasized as a critical aspect of brand building? A. Word-of-mouth

What is highlighted as a possibility in terms of messaging across multiple communication

types? A. Creating a sufficiently abstract message to reinforce the brand across
multiple communication types

What is not the criteria for IMC? A. Average

What is one of the challenges for marketing communication programs? B. Decreased

consumer interest in brand engagement
 What is one of the key advantages of word-of-mouth marketing? A. Its trustworthiness
and relevance as a source of product information

What is one of the possible trade-offs resulting from overlaps in coverage? C.

Commonality and conformability

What is the definition of Contribution criteria, according to Keller? A. Contribution is

the inherent ability of a marketing communication to create the desired response and
communication effects from consumers in the absence of exposure to any other
communication option

What is the degree to which common information conveyed by different communication

options shares meaning among the communication options ? A. Commonality

What is the difference between publicity and public relations? B) Publicity is when the
company makes something for the media to show, public relations is when the company
does other activities to influence the public.

What is the disadvantage of sales promotions from a consumer behavior perspective? A.

Higher price sensitivity

What is the first step in the information processing model of communications? A.

Exposure

What is the incorrect answer about the benefits of Online Marketing Communications? A.
High cost, many expenses incurred

What is the main advantage of nontraditional media according to the text? A) They can
reach a very precise and captive audience in a cost-effective and increasingly engaging
manner.

What is the main benefit of point-of-purchase advertising? B) It increases the number

and nature of spontaneous and planned buying decisions.

What is the main challenge with nontraditional media ? D) They can be too difficult to
measure and evaluate for marketers.

What is the main issue when implementing the broad information provision strategy? A.
Lack of precision and sufficient detail

What is the main purpose of sales promotions? A. To encourage trial or usage of a

product or service

What is the main reason that advertisers place traditional TV and print ads in
unconventional places? B) To reach consumers who are not exposed to conventional
media channels or who are bored with them.

What is the primary goal of integrating marketing communications? A. To build brand

value

What is the purpose of "Commonality" in an IMC program? A. To reinforce associations

and strengthen linkages already in consumers' memory

What is the purpose of marketing communications for firms? A) To inform, persuade,

and remind consumers about the brands they sell.
 What is the purpose of sales promotions? A. To change the behavior of the trade and
consumers

What is the recommended budget ratio for related marketing activities in comparison to
the sponsorship expenditure? A. Two to three times the sponsorship expenditure

What is the role of online marketing in business? D. Approach customers online,

promote business efficiency

What is the role of public relations in integrated marketing communications? A. To

generate positive media coverage and manage the brand's reputation

What is the significance of the "unique aspect of coverage" in marketing communication

options? A. It determines the inherent communication ability of a marketing
communication option

What is the term for non personal communications such as press releases, media
interviews, press conferences, feature articles, newsletters, photographs, films, and tapes? B)
Publicity.

What is the term used for placing products in movies and TV shows for a fee? A) Product
placement

What is the term used for the area that surrounds the point of sale, where customers often
encounter promotional activities or other products? A) Point of purchase

What is the term used for various techniques that attempt to create consumer word-of-
mouth for a brand? B) Buzz marketing

What online branding tools? A. Web site, online video and advertising, media

What plays a critical and unique role in achieving communication objectives for each
communication type? C. Communication effects

What tradeoff is identified between "Commonality" and "Complementarity" in marketing

communication options? A. The inverse relationship between emphasizing the same
brand attribute and emphasizing other attributes

What unique aspects of coverage are related to the direct primary effects of any
communication? A. Coverage

What's crucial in creating the ultimate combination for an IMC Program? A. Evaluating
tradeoffs among the IMC choice criteria

Which allows consumers to share text, images, audio, and video online with each other?
A. Social Media

Which company launched the "Share Your Breakfast" campaign, demonstrating a broad-
based approach to integrated marketing communication? A. Kellogg

Which criteria are not included in the 6 criteria of the IMC program? A. Complicated

Which criteria does this definition belong to: “the proportion of the audience reached by
each communication option, as well as how much overlap exists among communication
options”? A. Coverage
 Which criteria will help raise awareness and effectively recall in the minds of customers?
A. Coverage

Which characteristic of TV advertising might lead consumers to overlook product-related

messages and the brand itself? A. The fleeting nature of the message and potentially
distracting creative elements

Which does not belong to traditional advertising media? A. Facebook

Which factors are NOT considered in models of budget allocation for marketing
communications? A) Marginal revenue and cost

Which of the following factors does not affect the fee that marketers pay for product
placement in movies and TV shows? C) The sales increase of the brand after the
exposure.

Which of the following is an example of an online marketing communication channel? A.

Email marketing

Which of the following is most common delivery channel for mobile marketing? A. text

Which of the following is new media? C. Instagram

Which of the following is non-traditional advertising? D) Place

Which of the following is NOT a major category in a company's promotion mix? B)

Strategic positioning

Which of the following is NOT a type of mobile ad extension? D. Download extension

Which of the following is NOT an element of marketing communications? A. Product

development

Which of the following is the form of mobile marketing? D. All of the above

Which of the following marketing based on very small, specific geographical locations
(like neighborhoods or even specific streets)? A. Hyperlocal marketing

Which of the following statements about measuring the effectiveness of integrated

marketing communications is true? A. Key performance indicators (KPIs) should be
established to evaluate the effectiveness

Which of the following statements is true ? C) Nontraditional media require simple and
direct messages because the audience has limited time to process them.

Which one is in 6c? C. Complementarity

Which one is not in 6c? A.customers

Which one of the following are NOT challenges posed by the new media environment for
public relations practitioners? B. Practitioners must give up their code of ethics to be
effective.
 Which strategy involves providing different information within a communication option to
appeal to different types of consumers? A. Multiple information provision strategy

Which way is NOT included in marketing communications that contributes to building

brand equity? C) By eliciting negative brand judgments or feelings .

Why are trade offs necessary in developing an IMC program based on the IMC choice
criteria? A. Since the IMC choice criteria themselves are interrelated

Why consumers are becoming increasingly skeptical and wary of media advertising? B.
Provide superior delivery of desired benefits to consumers, amplifying any marketing
effects.

Why do companies use public relations and publicity? B) To make people like them and
their products more. To get more attention and people to know about them and their
products.

Why do marketers choose social media as primary communication? A. To increase

awareness of the company or product name

Why is cost important? B. Because of marketing communications assessments across

all previous criteria must be weighed against their costs to achieve the most effective
and efficient communication program.

Why is it important to update your website regularly? C. To maintain a positive user

experience and keep them coming back.

Why is social media described as an important means of brand communication and

marketing? A. Because it allows consumers to share various content and interact directly
with company representatives

Why is the consistency and cohesiveness of the brand image important? A. Because the
image determines how easily consumers can recall existing associations and responses
and how easily they can link additional associations and responses to the brand in
memory.

Why is word-of-mouth very important for a brand? A) Because people trust their friends
and family more than ads.
 Chapter 7: LEVERAGING SECONDARY BRAND ASSOCIATIONS TO BUILD
BRAND EQUITY

…. is the licensing of company names, logos, or brands for use on various, often
unrelated products. B. Corporate trademark licensing

A corporate or family brand can be the source of many______________: A. Brand

equity.

A disadvantage of event sponsorship can be: A.High costs and uncertainty about
results.

A person brand can borrow …… through secondary associations such as geographical

regions, schools and universities, and the like A. Brand equity

According to the passage, how did LeBron James's Q Scores change after his "decision"
and departure from Cleveland to play for the Miami Heat? A. Decreased from 24% to
14%.

Although the store atmosphere improves consumers' perception of the quality of goods in
the store, what does it affect customers' associations with? A. Price

Awareness and knowledge of the entity is : A. Consumers would be aware of the

entity; hold some strong, favorable, and perhaps even unique associations about it; and
have positive judgments and feelings about it.

Besides incorporating the location in the brand name or creating advertising campaigns,
how else can marketers establish a geographic or country-of-origin: A. All of the above.

Building brand equity through leveraging secondary brand associations is a _________

approach. A.Indirect.

Celebrity endorsements are an example of which type of secondary brand association? A.

Celebrity endorsement
 Co-branding brings significant advantages by making products more prominent and
unique through the collaboration of multiple brands. This creates ________ or similarities
between the brands. : A. Differences.

Co-branding can reduce the cost of product introduction because it: B. Accelerates
potential adoption.

Co-branding occurs when: A. two or more existing brands are combined into a
joint product or are marketed together

Consumers may form a mental association from the brand to this other entity by: A.
Making a connection between the brand and another entity

Does the country of origin and the brand or product image influence consumers' trust in :
A. The country of origin and the brand or product image can influence consumers' trust
in the quality of the products.

Event sponsorship can help increase brand awareness. A. True

From a consumer behavior perspective, branded ingredients are often … A. A signal of

quality

Hoài Linh was an endorser for Shopee. However, he has been caught up in scandals
related to more than 13 billion VND from benefactors, to support people in the Central region
who suffered floods at the end of last year. What is that case called? A. Celebrity endorsers
can get in trouble or lose popularity.

How can a brand leverage secondary brand associations to enhance brand equity? C.
Create positive linkages with other established brands

How can a brand mitigate the risks of negative publicity linked to a celebrity endorser?A.
By improving the quality of the endorsed product.

How can a company leverage secondary associations to enhance its own brand image? A.
By partnering with other well-known brands in the same industry.

How can a third party source enhance a company's brand image through secondary
associations? A. By endorsing the company's products or services through advertising,
promotions, or other forms of marketing support.

How can leveraging secondary brand associations through brand spokespersons impact
brand equity? B. By increasing brand credibility.

How can marketers create secondary associations for a brand? B. By linking the brand
to various third-party sources

How can marketers establish a country-of-origin association? Choose a false answer: A.

By avoiding any mention of the country of origin.

How can marketers establish a geographic or country-of-origin association? c. Both a

and b

How can retailers indirectly affect brand equity through an "image transfer" process? c.
Both a and b

How can retailers shape their images and create differentiation? c. Both a and b
 How can sponsorship contribute to building brand equity? A. By enhancing brand
visibility through event association

How can the transfer of store image associations affect a brand? c. Both a and b

How do celebrity endorsements contribute to increasing brand loyalty? A. By

establishing an emotional connection with consumers.

How do price promotions by retailers affect consumers' store switching behavior? A.

Both a and b

How do third-party sources contribute to brand perceptions? C. By creating secondary

associations and improving perceptions of brands.

How does ingredient branding differ from co-branding? A. It highlights a specific

component in the product

How does the concept of country-of-origin become confusing in an increasingly globally

connected world? c. Both a and b

How does the concept of transferability play a role in the effectiveness of secondary
brand associations? B. It determines the extent to which positive associations of one
brand can be transferred to another

How many are the important factors in predicting the extent of leverage from linking the
brand to another entity? A. 3

How many branding options exist for a new product? A. Three main

How many dimensions of a retailer’s brand image which academics have identified? C. 5

How many entities can we leverage secondary brand associations by associating the
brand with? A. 8

How many potential Problems are there with using famous and admired people to
promote products? A. 5

How many tasks must ingredient branding accomplish? A. 4

How many ways can we build brand equity? B. 3

If an event is not successful, the brand may face image risks.A. True.

If Burton, a maker of snowboard and ski equipment and clothing, decided to introduce a
new surfboard and promote it by publicizing favorable ratings from third-party sources such
as Surfer or Surfing magazine, the company would be ________ to promote its new product.
A. leveraging secondary associations

If the brands are very distinct, consumers may be … about what each brand represents.
A. Less certain

In co-branding, a product may be uniquely and convincingly positioned by A. virtue of

the multiple brands in the campaign.

In poorly differentiated categories, co-branding may be an important means of: C.

Creating a distinctive product.
 If the brands in a co-branding arrangement are very distinct, consumers may be less sure
about: C. What each brand represents.

In the context of secondary brand associations, what does co-branding primarily involve?
D. Partnering with another brand for joint marketing efforts

Leveraging secondary brand associations can help a brand to: B. Differentiate itself
from competitors.

Linking the brand to some other entity may not only create new brand associations to the
entity but also… A. affect existing brand associations

One of the disadvantages of event sponsorship can be the significant financial costs with
no guarantee of return on investment. A. True

Potential disadvantages of co-branding are: A. Risk and lack of control arise from
the potential for identification with another brand in the consumer's mind.

Potential risks when leveraging secondary brand associations through corporate entities:
A. Causes harm to the family brand.

Secondary brand associations can be quite important for: A. Create a strong, favorable
and unique connection.

The risk of overexposure in co-branding arrangements may result in: A. Distraction

and a lack of focus on existing brands.

To create a strong co-brand, both brands must have: A. Recognition, preferred

convergence, unique associations

The ability to influence the evaluation of a new product when consumers lack the
motivation or ability to evaluate product-related concerns belongs to the ability A.
Secondary brand associations

The first three entities reflect source factors: A. Who makes the product, where the
product is made, and where it is purchased.

The Good Housekeeping seal has been seen as a mark of quality for decades, offering
product replacement or refunds for defective products for up to two years from purchase. In
what way is this a case of leverage secondary association? A. Third - party sources

The licensing of company names, logos, or brands for use on various, often unrelated
products is: A. Corporate trademark licensing.

The main benefits of event sponsorship are: A. Increase reputation and awareness.

Three factors are important in predicting the degree of leverage from a brand association
with another entity, all of the following EXCEPT: A. Only other entities can transfer
knowledge to the brand.

What are some examples of brands strongly linked to their countries of origin? D. All of
the above

What are some examples of geographic associations besides country of origin? d. All of
the above
 What are some of the main benefits of event sponsorship for businesses? A. Increase
brand awareness and reputation.

What are some potential disadvantages of becoming strongly linked to a country of

origin? c. Both a and b

What are some risks associated with using third party sources for secondary associations
in brand management? A. The potential for negative associations if the third party source
becomes associated with negative events, scandals, or controversies.

What are the five dimensions of a retailer's brand image? A. Access, Store
Atmosphere, Price and Promotion, Cross-Category Assortment, Within-Category
Assortment

What are the potential consequences if a celebrity endorser loses popularity or gets into
trouble? A. Reduce marketing value for the brand

What are the risks of licensing? A. Overexposure, negative consumer reaction, fails
to live up to consumer expectation

What are the three main branding options for a new product? C. Create a new brand,
adopt an existing brand, combine an existing and a new brand

What can co-branding reduce? A. The cost of product introduction

What can direct interaction with customers at events help build? A. Relationships and
increased awareness.

What can ingredient brands potentially become if successful? A. Industry standards.

What creation can co-branding do in poorly differentiated categories? A. A

differentiated product

What distinguishes ingredient branding from typical co-branding?A. Ingredient

branding emphasizes creating brand equity for materials within products.

What does Q Scores measure, according to the passage? A. The ratio of "One of My
Favorites" to "Total Familiar" indicates positive evaluation, while the ratio of "Poor"
and "Fair" to "Total Familiar" indicates negative evaluation.

What factors do retailers influence their ability to expand and attract consumers? B.
The logic and sequence

What impact does the location of a product's sale have on consumer perception of a
brand? A. It significantly affects the perceived quality.

What is a necessary but not sufficient condition for co-branding success? D. Potential
brand equity of the two brands separately.

What is a potential benefit of using multiple celebrity endorsements for a brand? A.

Increased brand credibility.

What is a potential issue mentioned regarding celebrity endorsements? A. Excessive

product endorsements

What is a potential problem associated with celebrity endorsements? A. Lack of product

meaning or being perceived as opportunistic.
 What is a third party source in brand management? A. A company that provides
endorsements or sponsorship for another company's products or services.

What is an example of a secondary association in brand management? A. Nike's

association with Michael Jordan and basketball.

What is Corporate trademark licensing? B. is the licensing of company names, logos,

or brands for use on various, often unrelated products.

What is identified as a potential risk for manufacturers in ingredient branding? D. Loss

of control

What is mentioned as a characteristic of ingredient branding that can serve as a category

point-of-parity? A. The uniformity and predictability of ingredient brands

What is mentioned as one of the risks of ingredient branding? A. High advertising to

sales ratios

What is most likely influenced by secondary brand associations for consumers? A.

Evaluations of a new product

What is one benefit of ingredient branding from the perspective of the firm supplying the
ingredient? C. Enhanced long-term supplier–buyer relationships

What is secondary association in brand management? A. The transfer of positive or

negative qualities from one brand to another through association.

What is the correct concept of LICENSING? A. Licensing creates contractual

arrangements whereby firms can use the names, logos, characters, and so forth of other
brands to market their own brands for some fixed fee.

What is the factor that sponsored events can improve? B. Brand awareness

What is the important factor that determines the strength of association between the
brand and the company and any other existing brands? A. Brand building strategy

What is the main advantage of co-branding a product? A. Uniquely and convincingly

positioned by virtue of the multiple brands in the campaign

What is the main goal of leveraging secondary brand associations? B. Enhance

primary brand connections

What is the main means by which an event can transfer associations to a sponsoring
brand? A. Credibility

What is the main purpose of leveraging secondary brand associations? C. To build

brand equity.

What is the most important requirement for co-branding success? D. A logical fit
between the two brands.

What is the potential benefit of leveraging celebrity endorsements? A. Enhancing

brand credibility and recognition

What is the potential risk of relying heavily on secondary brand associations? B.

Dilution of brand meaning
 What is the potential risk of relying too heavily on secondary brand associations? C.
Loss of brand control.

What is the primary goal of leveraging secondary brand associations? D. To transfer

existing positive associations to the brand.

What is the primary objective of co-branding? A. Enhancing brand value through

partnerships

What is the primary purpose of leveraging secondary brand associations in building

brand equity? B .Enhance primary brand associations

What is the primary purpose of licensing in the context of brand marketing? C. To rent
brand equity from other firms

What is the primary purpose of using celebrity endorsements in marketing?A. To

enhance brand credibility and visibility.

What is the purpose of governments taking steps to protect their popular industries? A.
To maintain the cultural heritage and identity associated with those industries.

What is the rationale behind using celebrities in advertising, as mentioned in the

passage? A. The hope is that the celebrities' fans will become fans of the endorsed
products due to their association with the famous person.

What is the requirement when choosing a celebrity? A. Satisfy the need for popularity

What is the significance of a product's availability in different stores?A. It can influence

consumers' perceptions of the brand.

What potential issue is highlighted regarding celebrities distracting attention from the
advertised brand? A. Difficulty remembering the advertised brand

What potential risk do marketers face when relying on celebrity endorsements? A.

Negative impact on brand image.

What qualities should a celebrity endorser ideally possess according to the passage? A.
High visibility, expertise, trustworthiness, likability or attractiveness, and associations
relevant to the product.

What role does marketing research play in the effective use of celebrity spokespeople?
B. It helps identify potential endorser candidates and tracks the effectiveness of the
marketing program.

What should the combined brand or marketing activity aim to do in co-branding? C.

Both maximize the advantages and minimize the disadvantages.
What do ingredient brands attempt to do? A) Create awareness and preference for their
product.

What term is commonly used to describe a situation where a celebrity endorser's image
conflicts with the values of the endorsed brand? A. Celebrity mismatch.

When a brand sponsors a major sports event to enhance its image, it is an example of:
B. Secondary brand association

When identifying a celebrity to associate with a brand, what are the most important
factors to consider? B. The connection between celebrities and brand values.
 When implementing co-branding, what is the most important thing? C. Develop a
detailed and transparent cooperation contract.

When purchasing, customers see products that meet European organic standards at
Organica, it improves perceptions of customers and attitudes toward brands. In what way is
this a case of leverage secondary association? B. Third-Party Sources

Which brand is strongly linked to the country of France? A. Louis Vuitton.

Which creates brand equity for materials, components, or parts that are necessarily
contained within other branded products? A. Ingredient brandingWhich is NOT the means
which we can leverage secondary brand associations by linking the brand to: D. Social
media

Which factor is crucial in determining the effectiveness of a celebrity endorsement?

A.The level of trust between the celebrity and the audience.

Which idea is NOT TRUE about the disadvantage of Co-branding? A. Borrow needed
expertise.

Which ingredients can reduce risks and reassure consumers? A. The uniformity and
predictability of ingredient brands

Which of the following brands is NOT strongly linked to its country of origin? A.
Tiffany&Co – Italy.

Which of the following entities reflects the source elements? A. Company.

Which of the following factors helps brands create a strong point of difference? A.
Country of origin and other geographical areas.

Which of the following is an example of a company leveraging secondary brand

associations successfully? B. Collaborating with well-known influencers

Which of the following is NOT a challenge with country-of-origin? D. Governments in

some countries have taken steps to protect their popular industries.

Which of the following is NOT a characteristic of successful ingredient branding? D.

Requiring consumers to purchase the ingredient separately from the host product

Which of the following is NOT a main secondary source of brand knowledge? B. Local,
state, and federal governments

Which of the following is NOT a tip for creating a strong co-brand? C. Use the co-
brand to extend the reach of both brands.

Which of the following is NOT a way to establish a geographic or country-of-origin

association for a brand? B. Sell the product without any reference to its geographic
origin.

Which of the following is NOT a way to leverage secondary brand associations? D.

Linking the brand to competitors

Which of the following is NOT an advantage of ingredient branding for the firm making
and supplying the ingredient? D. Reduced costs of production and development.
 Which of the following sentences is incorrect? A. Only other entities can transfer
knowledge to the brand.

Which of the following statements is TRUE about patriotic appeals in marketing? A.

They can lack uniqueness and be overused.

Why do advertisers use celebrities to endorse products? A. To draw attention to a

brand and influence perceptions through consumers' associations with the famous
person.

Why do ingredient brands become industry standards, according to the passage? B. To

reduce risk and reassure consumers

Why has licensing gained popularity in recent years in terms of building brand equity?
D. Because it is a shortcut for brand equity building

Why have ingredient brands become more prevalent?A. To differentiate themselves

cost-effectively and expand sales opportunities.

Why is it important for a brand to carefully select and manage its secondary brand
associations? C. To ensure consistency and alignment with brand image

Why is it important for brands to carefully select partners in co-branding initiatives? B.

To ensure compatibility and avoid dilution of brand meaning