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Contents
1 BRAND MANAGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.1 BRAND MANAGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1. BRAND MANAGEMENT
NARAYAN CHANGDER
1.1 BRAND MANAGEMENT
1. Which of these are a NOT a part of the 3. What aspect of marketing like displaying,
Promotional Mix promoting a product to convey the product
and brand messages?
A. Packaging
B. Positioning
C. Promotion design
D. Advertising message
4. WHERE WAS THE FIRST STORE OF LOTTE-

RIA?
A. THAILAND
B. VIETNAM
A. Retail Marketing C. KOREA
B. Personal Selling D. JAPAN
C. Advertising 5. Which of the steps of the Brand Experience
D. Public Relations is next It’s about the doing. Why are
we doing this? Understanding doing puts
2. Tagline-All mint no hole belongs to? us in the realm of experiences.
A. Mentos A. Customer Journey Mapping
B. Minto B. Brand Contact Points
C. Polo C. Brand Purpose
D. None of the above D. Brand and Return Metrics
1. A 2. B 3. A 4. D 5. C
1.1 BRAND MANAGEMENT 3
6. What is a brand mark? 11. Which of the following is most likely to be

A. The part of a brand which can be spo- an advantage of a product platform?

ken A. It increases brand awareness
B. The stage of brand loyalty in which con- B. It increases the market capitalization
sumers are made aware of a brand’s exis- of the organization
tence
C. It offers cost efficiencies
C. The legal authorization by a brand
D. It improves the quality of the product
owner to allow another company to use
the brand in exchange for a fee 12. what is this brand?l
D. A distinctive symbol, design, sound, or
group of letters which is seen or heard but
cannot be spoken
7. Brand audits often be used to set the
tactical and operational directions for the
brand.
A. TRUE
B. FALSE
8. Shelly will only buy Starbucks coffee is an A. lele’s
example of B. nene’s
A. brand position C. wendy’s
B. brand loyalty D. kenzy’s
C. brand identity
13. Which logo is NOT shown in the picture?
D. visual symbol
9. Guess the logo
A. Hersheys
B. MM A. Nike
C. Snickers B. Microsoft
D. Reese’s C. Apple
10. A pricing strategy that sells products be- D. McDonald’s
low the cost of production, with the aim
of beating competitors, is called: 14. “The happiest place on Earth”
A. Loss leading Pricing A. Disney land
B. Target pricing B. Ramoji Film City
C. Barrier Pricing C. Dream world
D. Marginal Cost Pricing D. Universal studios
6. D 7. B 8. B 9. C 10. A 11. C 12. C 13. B 14. A

15. can be thought of as perceptual map A. Amazon style store to give personal-
of in which like products of the same ized experience to consumers
company (say, toothpaste) are positioned B. Sending an SMS to consumers
very close to one another and compete
more with one another than with brands C. To seek permission form consumers to
of other companies. promote a brand
A. Brand comparison D. To offer incentives to consumers and

supply chain
B. Cannibalization
NARAYAN CHANGDER
C. Positioning 21. of ad means how many times you
should expose your target customers to
D. Brand associations your message
16. Which of the following is an example of a A. Frequency
trade name: B. Copy
A. Ford C. Copy strategy
B. 501 Jeans D. Media
C. Diet Coke
22. Answer True or False.Brand behaviors are
D. Frosted Flakes increasingly under public scrutiny.
17. Tide is an example of a product brand. A. TRUE
A. True B. Falso
B. False 23. “Taste the Feeling” is the tagline for?
18. A disadvantage of individual brands is that A. Cadbury

they may B. Coca Cola
A. contaminate each other. C. Burger King
B. be associated with one-of-a-kind bene- D. Encores
fits.
24. Brand tracking studies collect information
C. require more promotion. from consumers on a routine basis over
D. prevent companies from reaching dif- time, with a focus on long-term effective-
ferent markets ness of marketing programs and activities.
A. TRUE
19. When General Mills uses Cheerios to pro-
mote a new product like apple cinnamon B. FALSE
Cheerios is called
25. Inbound vs Outbound and Content Mar-
A. Mixed brand keting vs Advertising is the same or not?
B. Brand extension A. AND
C. Brand licensing B. NO
D. none of above 26. What is the primary focus of product man-
20. Which of the following is the experiential agement?
marketing? A. Designing logos
15. B 16. A 17. A 18. C 19. B 20. A 21. A 22. A 23. B 24. B 25. A 26. C
B. Setting advertising budgets 31. Sony Ericsson is an example of which type

C. Overseeing the product’s development of brand?

and marketing
D. Organizing brand events
27. Which of the following is the example of
permission marketing?
A. SMS or email on promotion a product/
service
B. Giving an episode of a web series free A. family brand
to watch and ask for subscription to watch B. private brand
the complete series and notify the viewers
C. cooperative brand
C. Sending a letter informing consumer
about launch of online platform D. co-branding
D. Making advertising and sales promo- 32. is the first tourist board in India to reg-
tion strategy ister its brands.
28. Creating an image in the minds of the cus- A. Kerala tourism
tomer is: B. Madhya Pradesh Tourism
A. Brand Name C. Gujarat Tourism
B. Brand Positioning
D. None of the above
C. Under Positioning
33. Which of the following is not a criteria for
D. Double Positioning
choosing brand elements?
29. Brand managers role is pivotal in which A. Memorable
stage?
B. Likeable
A. Introduction to market
C. Protectable
B. Discovery
D. Brand extension
C. Pre & Post Launch
D. All the above 34. This is the logo for?
30. Awareness (Brand)

A. The title given to a product by the com-
pany that makes it.
B. Using an existing name on another
type of product.
C. The ideas and beliefs people have
about a brand.
A. Baverishche Rundfunck
D. The tendency to always buy a particu-
B. Bayer
lar brand.
E. How familiar people are with a brand C. Baskin Robbins
(or its logo and slogan ). D. Bleacher report
27. B 28. B 29. C 30. E 31. C 32. A 33. D 34. C 35. B

35. Whisper, Visa and Tropicana are examples B. FALSE

of
40. The following are the challenges to brand
A. Descriptive Brand Name builders EXCEPT
B. Suggestive Brand Name
A. savvy customers
C. Free Standing Brand Name
B. decreasing advertising expenditures
D. None of the Above
C. splitting customers into groups
36. What order should be followed to build a
NARAYAN CHANGDER
D. decreasing brand loyalty in many cate-
digital product? gories
A. Objectives / Design / Ideation / Test-
ing / Development 41. lets you to have your loyal customer’s
lifetime worth in terms of your brand’s
B. Objectives / Ideation / Design / Test- purchasing.
ing / Development
A. Lifetime value of a customer
C. Ideation / Objectives / Design / Devel-
opment / Testing B. Lifetime value of a brand
D. Design / Objectives / Ideation / Test- C. Lifetime value of a company
ing / Development D. Lifetime value of a market
37. works best under the circumstances of 42. Each branding situation and application is
high differentiation that gives you a sus- unique and requires careful scrutiny and
tainable advantage in a quality conscious analysis about how best to apply, or per-
market. haps in some cases ignore, recommenda-
A. Value-in-use Pricing tions and guidelines.
B. Skim Pricing A. TRUE
C. Segment pricing B. FALSE
D. Strategic account pricing 43. Which of the following could be a typical
38. The following are all functions of brands, brand mantra?
except A. We care for our customers, because
A. It simplifies product handling they care for our brand
B. It offers a company legal protection B. Authentic athletic performace
C. It indicates a level of quality to help C. If you work hard, you will definitely
consumers make purchasing decisions succeed
D. Brand loyalty creates barriers to entry D. A Good, cheap, reliable, reasonable,
to new competitors solid, outstanding brand
E. It helps competitors to steal ideas 44. Choose 2 benefits from customer loyalty
from one another below:
39. If a brand element has the characteristic of A. Loyal customers are usually willing to
being memorable, the brand is credible and help test market new products
suggestive of its corresponding category. B. Loyal customers are more open to new
A. TRUE products than new customers
36. B 37. B 38. E 39. B 40. C 41. A 42. A 43. B 44. A 44. B 45. A
C. Loyal customers often pay by cash C. Personality

D. Loyal customers never complain D. Status

45. Marketers are increasingly blending global 51. Rolex watches, Hermes bags are exam-
objectives with local or regional concerns. ples of product classification?
A. TRUE A. convenience product
B. FALSE B. shopping product
C. specialty product
46. Indentify the India’s Most attractive lead-
ing Employer brand D. unsought product
A. Microsoft 52. Segmenting markets on the basis of in-
B. Mercedes come, age, gender is known as:
C. Amazon A. Demographic Segmentation
D. Tata B. Geographic Segmentation
C. Psychographic Segmentation
47. A can be defined as the marketers vi-
sion of brand and what is should do for D. Behavioral Segmentation
consumers. 53. What Type Of Candy Is This?
A. Brand exploration
B. Brand promise
C. Brand creation
48. Consumers’ perception about a brand, as

reflected by the brand associations held in A. Chocolate Circles
customers’ memory? B. Circle Chocolate
A. Brand image C. MMs
B. Brand recall D. Colorful Circles
C. Brand recognition
54. Pricing has an influence:
D. All of them
A. On profitability
49. Which of the following is correct? B. On volumes
A. A brand helps in differentiation C. On volumes and profitability
B. A brand can be easily copied D. none of above
C. The brand is same as the product
55. When new items are added using an exist-
D. A brand does not offers value ing brand name, it is called as:
50. Brand endorser should have attributes sim- A. Brand Proliferation
ilar to brand B. Brand Extension
A. Features C. Brand Cannibalization
B. Identity D. Fragmentation
46. A 47. B 48. A 49. A 50. C 51. C 52. A 53. C 54. C 55. B 56. B
56. The “Macro” factors are used to evaluate 61. Which of the following brand names con-
tains a product descriptor?
A. The dark and mysterious ways of life A. iPhone
B. Uncontrollable and external factors. B. Nike
C. Life in General C. Samsung
D. A Company D. Toyota
NARAYAN CHANGDER
57. Identify the correct stages of the product 62. DESCRIBES the blend media chosen by mar-
life cycle curve: keters to help a firm reach its goals. It has
been identified as a part of the marketing
A. Introduction-growth-maturity-Decline mix.
B. Growth-Introduction-Decline-Maturity
C. Growth-Maturity-Introduction-Decline
D. Introduction-Decline-maturity-Growth
58. Determine which of the following is a true

statement:
A. The more common the brand name,
the better it is.
B. A good brand name creates an appeal-
ing image.
C. Long brand names are more graphi-
cally pleasing.
A. Promotional Mix
D. Brand names belonging to other firms
are available free. B. Broadcasting
C. Perception
59. Which of the following may be a POD that
comes from imagery associations? D. Persuasion Mix
A. 4 airbags of a Volvo car 63. The act of designing the company’s offer
and image so that it occupies a distinct
B. Luxury and status of Louis Vuitton
and valued place in the target customer’s
C. Precious materials such as gold and minds is called
platinium used in Rolex watches A. designing the logo
D. Automatic grear box in a BMW car B. establishing POPs
60. An organization’s portion of the total in- C. branding
dustry sales in a specific market is called: D. brand positioning
A. market share
64. information about what consumers want
B. trade name or need
C. brand mark A. market research
D. city zone B. market share
57. A 58. B 59. B 60. A 61. A 62. A 63. D 64. A 65. B

C. market segment D. The tendency to always buy a particu-

D. market challenger lar brand.

E. How familiar people are with a brand
65. The differentiating strengths of Medion vs (or its logo and slogan ).
competitors are (choose 3)
A. Producing vaccines and medicines 70. Product management involves Planning,
obtaining, developing and executing in re-
B. Have reliable field personnel sponse to which possibility?
C. Wide distribution reach
A. Competitors only
D. Has complete products with various
B. Government Regulations
packaging
C. Government Regulations
66. Mountain Dew is an example of
D. Market Opportunities
A. A logo
B. A brand name 71. What is the primary goal of Digital PR?
C. A trade character A. To increase customer loyalty
D. none of above B. To build trust

C. To manage brand reputation
67. Brand Loyalty is defined as
D. All of the above
A. The title given to a product by the com-
pany that makes it 72. What is the missing part in the following
B. Using an existing name on another definition of brand equity?Brand Equity =
type of product. Equity of a branded product-
C. The ideas and beliefs people have A. 1. Equity of a lower-quality product.
about a brand. B. 1. Equity of a lower-priced, but other-
D. The tendency to always buy a particu- wise identical product.
lar brand. C. 1. Equity of an identical, but un-
68. Health insurance is an example of product branded product.
classification? D. none of above
A. convenience product
73. When a manufacturer uses his own name
B. shopping product as brand for his products, it is known as
C. specialty product manufacturer’s brand.
D. unsought product A. True
B. False
69. Name (Brand)
A. The title given to a product by the com- 74. What is differentiation?
pany that makes it. A. The actions a business takes with a
B. Using an existing name on another brand in order to accomplish its goals
type of product. B. The legal authorization by a brand
C. The ideas and beliefs people have owner to allow another company to use
about a brand. the brand in exchange for a fee
65. C 65. D 66. B 67. D 68. D 69. A 70. D 71. C 72. C 73. A 74. D 75. A
C. The stage of brand loyalty in which con- E. The second best-selling product or
sumers insist upon buying a specific brand brand in a market.
D. The act of distinguishing between or
separating two or more things 79. Balenciaga and Gucci are examples of
what strategy?
75. Brand Positioning Framework consists of
A. What we offer, What Customer wants
and What Competition is
NARAYAN CHANGDER
B. What we offer, What Customer wants
and What Cooperation is
C. What we offer, What Customer de-
cides and What Competition is
D. None
76. Where is Rolex from?
A. co-branding
B. cooperative branding
C. special branding
D. unique branding
A. Switzerland 80. The oldest form of advertising.

B. France
A. News Paper
C. Italia
B. Radio
D. Japan
C. TV
77. For many brands, the key question is not
whether consumers can recall the brand D. Words of mouth
but where they think of it, when the think
of it, and how easily and how often they 81. Tagline “Kuch kar aisa, duniya banna
think of it. chahe tere jaisa” is of which brand?
A. True A. Tuberose
B. False B. Rajshri
78. Share (Market) C. Vimal

A. The percentage of sales a company D. None
has.
B. Customers of a similar age, income 82. Which of the following are brand element?
level or social group. A. Brand Name
C. The best-selling product or brand in a B. URL’s
market.
C. Jingles
D. Information about what consumers
want or need. D. All of these
76. A 77. A 78. A 79. A 80. D 81. A 82. D 83. D

83. Procedure to adopt to assess the brand

health?

A. Brand tracking
B. Brand gap
C. Brand evaluation
D. Brand audit
84. refers to a brands objective i.e. A. Domino’s pizza

functional attributes in relation to other
brands. B. Domino’s pizza
C. Domingoes pizza
A. Brand Position
D. Dominos pizza
B. Product Position
88. A image or a picture, character that de-
C. Brand Relationship notes the brand that’s fictional.
D. Both a and b A. Logo
B. Trademark
85. What is brand positioning?
C. Mascot
A. A branding strategy in which mar-
keters create a certain image or impres- D. Symbol
sion of a brand as compared to those of 89. Customer-based brand equity is the differ-
competitors’ brands ential effect that brand knowledge has on?
B. The legal authorization by a brand A. Consumer
B. Brand equity
the brand in exchange for a fee
C. Brand knowledge
C. The part of a brand which can be spo-
ken D. Products
D. The stage of brand loyalty in which con- 90. WHAT IS THE MEANING OF “LG”?
sumers insist upon buying a specific brand A. LOOK GOOD
B. LIVE GOOD
86. Brand image give a message of “what” to
the target audience: C. LIFE’S GOOD
A. The companies mission and voice D. LOVELY GIRLS
B. The companies objective 91. What type of store offers the lowest num-
ber of SKUs?
C. The companies mission, values and
voice A. Big stores
B. Hard discount stores
D. The companies history
C. Supermarkets
87. Name of the brand D. Hypermarkets
84. D 85. A 86. C 87. A 88. C 89. A 90. C 91. B 92. A

92. This is a branding strategy that occurs 97. Answer True or False.Enabling, involving
when a business creates multiple brand and empowering employees is part of the
names to appeal to different market seg- actions that can be taken with an inverted
ments. pyramid towards the consumer.
A. mixed branding A. TRUE
B. co-branding B. Falso
93. represent something unique, different, 98. Brand loyalty translates into , which is
NARAYAN CHANGDER
and memorable. a value assign to the brand?
A. Overt names A. Brand consistency
B. Implied names B. Brand equity
C. Iconoclastic names C. Brand knowledge
D. none of above D. Brand image
94. Choti duty, Badi duty was the tagline of 99. What is a characteristic of a private
which brand? brand?
A. Your father A. Used for products in different markets
B. Society Tea B. Used for related products in a product
line
C. Taj
C. Owned by an intermediary
D. Red Label
D. Owned by the manufacturer
95. Name The Brand!
100. Advertising is the art of spreading mar-
keting information through
A. Various media
B. letters
C. Door to door service
D. Vendors
A. Michelin
B. LEGO 101. In the modern era, corporate social re-
sponsibility is getting less important for
C. Ghostbusters
brands.
D. Lowes
A. TRUE
96. Which of the following statement is true? B. FALSE
A. Branding helps to organize inventory
102. This could be either a good or a service
B. Branding helps in getting a competitive with monetary value that satisfies cus-
advantage tomer’s needs and wants.
C. Brand signals a certain level of quality A. product
D. All of the above B. slogan
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103. One of the earliest steps in building a 107. The challenges and complexities of the
brand is determining your brand modern marketplace make efficient and ef-
fective marketing an imperative.

A. emotions
B. personality A. TRUE
C. colors B. FALSE
D. logo
108. The Major parameters considered in rank-
104. When entering a new market (market en- ing the global brands (Interbrand report)
try), market knowledge is often an obsta-
A. Brand image, Brand Equity
cle, choose 1 of the following ways to an-
ticipate this obstacle effectively: B. Financial performance, the role the
A. Partnership & Alliances brand plays in purchase decisions, and the
brand’s competitive strength
B. Focus on existing markets
C. Brand image, Brand worth and Con-
C. Learn from competitors who already
sumer preference
exist
D. Do market research from the start D. Brand Power, Consumer preference
105. Pizza Restaurant 109. The Body Shop successfully created a

global brand without using conven-
tional advertising.
A. Image
B. Awareness
C. Recall
D. Recognition
A. Pizza Hut
110. Tagline:“There are some things money
B. Little Caesars Pizza can’t buy. For everything else, there’s
C. Domino’s Pizza “
D. Papa John’s Pizza A. American Express
106. WHAT IS THIS FASHION BRAND? B. Visa
C. Mastercard
D. Paypal
111. The advertising designed to educate the

citizens about the Government’s policies is
called
A. Political ad
A. GUCCI
B. LOUIS VUITTON B. Social Ad
C. BURBERRY C. Commercial ad
D. HERMES D. none of above

112. Brand Equity is a result of 117. Which of the following Distinctive Brand
A. Similarities in employee responses Assets can the customer remember the
most?
B. Differences in Consumer responses
A. Words
C. all of the above
B. Logo
C. Colour
113. Name the type of Publicity D. Sound
NARAYAN CHANGDER
118. Which companies tagline is ‘’31 fla-
vors”?
A. Dairy Milk
B. London Dairy
C. Baskin Robbins
D. Quanta
A. Press conferences 119. Creative strategy
B. Feature articles A. similar to creative tactics
C. News releases B. determines how advertising message
D. Kiosk Marketing will be executed
C. determines what the advertising mes-
114. Brand assets include: sage will say
A. The name of the brand D. none of above
B. Reputation, relevance, and loyalty
120. Branding is all about:
C. Less quality complaints A. Keeping promises
D. All of the given options B. Building perception
115. Image (Brand) C. Creating high barrier to entry
A. The title given to a product by the com- D. Increasing market share
pany that makes it. 121. is the first essential element of brand-
B. Using an existing name on another ing.
type of product. A. Segment the market
C. The ideas and beliefs people have B. Target the right customer
about a brand.
C. Define the brand positioning
D. The tendency to always to buy a partic-
ular brand.
122. WHAT IS THE MEANING OF HUYNDAI’S
116. A brand image exists in LOGO?
A. Business philosophy of the company A. THE FIRST LETTER OF ITS NAME
B. Customer’s mind B. TWO MEN ARE SHAKING HANDS
C. Salesperson C. A LIGHTNING
D. Copyright registration records D. A BOOMERANG

123. Advertising is all about building A. a brand extension strategy

B. an industrial branding strategy

127. Brand recognition is essential part of
A. Brand recall
B. Brand image
C. Brand knowledge
D. Brand name
128. Branding is
A. the use of a name, design, symbol,
A. Build
or a combination of those elements that
B. Commercial ad a sports or entertainment organization
C. Brand uses to help differentiate its products
from the competition
D. Political Ad
B. is a device that legally identifies own-
124. Combining two different companies prod- ership of a registered brand or trade
ucts is called name
A. Licensing C. The process of working toward maxi-
B. Co-branding mizing recognition of a particular brand
C. co-oping D. Consumer preference for a particular
brand as compared to competitor prod-
D. none of above
ucts or services
125. Which brand is associated with this pic-
129. The product affects the mental well-being
ture?
of the user.
A. Functional Risk
B. Psychological Risk
C. Time Risk
D. Social Risk
130. Identify the logo
A. Reliance
B. Airtel
C. Vodafone
D. Aircel
A. Dove
126. This is a marketing strategy in which
B. Nestle
a firm marketing a product with a well-
developed image uses the same brand C. Unilever
name in a different product category. D. Pears

131. Answer True or False. Advertising gener- 136. A few good illustrations of power brand
ates expectations, people offer the expe- elements are Nike’s “swoosh” logo, the
rience empowering “Just Do It” slogan, and the
A. TRUE mythological “Nike” name based on the
winged goddess of victory.
B. Falso
A. TRUE
132. What is brand? B. speak
A. the intangible sum of a product’s at-
NARAYAN CHANGDER
137. Answer True or False. Minor issues such
tributes
as the way we respond to an email or
B. an object or system made available for WhatsApp to our clients are NOT impor-
consumer use tant.
C. a transaction in which no physical A. Falso
goods are transferred from the seller to B. TRUE
the buyer.
D. an image that people hold in their mind 138. Which of the following best defines a
about the company, its products, and its brand’s “equity”?
services. A. Brand’s total assets
B. Brand’s advertising budget
133. What is brand extension?
C. Value derived from consumer percep-
A. Positioning the brand in the market-
tion
place
D. Cost of creating the brand
B. Joining forces with another company
to increase recognition 139. Which of the following is the element of
C. Licensing a brand name to another brand?
company A. Brand name
D. Using a brand name for a new or im- B. Memorability
proved product line C. Meaningfulness
134. These are types of brand associations. D. Protectability
A. Hard associations 140. The secret behind the success of Google
B. Lukewarm associations is (As per the report)
C. Soft associations A. Speed
D. none of above B. User Friendly

C. Technology
135. Which of the following is a true state-
D. Accuracy
ment about the introduction stage of the
product life cycle: 141. Identify the correct brand name
A. Profits are usually nonexistent. A. Adidas
B. Costs are low. B. Adidas
C. c. Sales growth is exploding. C. you played
D. There is intense competition D. Addidas

142. defines what the brand thinks about 146. Which of the following brand story is
the consumer, as per the consumer. more important to the target audience of
a university?

A. Brand attitude
B. Brand associations A. The founder’s story
C. Brand relationship B. The creation story of the brand
D. Brand image C. The stories of the student experiences
143. What’s this brand’s slogan? D. All incorrect
147. A strong brand commands

A. Intense customer loyalty
B. Intense employer loyalty
C. Intense employee loyalty
148. includes two visual signals of a brand-

its character (e.g. Amul girl, Pillsbury
A. “Gives You Wings” doughboy) and its logo. Both are elements
of brand identity.
B. “Taste The Rainbow”
A. Brand attitude
C. “Obey Your Thirst”
B. Brand Image
D. “Unleash The Beast”
C. Brand Symbol
144. This is the logo for?
D. Brand Positioning
149. We call range width:

A. The number of references per line
B. The number of product lines within the
range
A. Hallmark C. A typology of products
B. Levis D. none of above
C. Illy
150. What is the purpose of brand position-
D. Heinz ing?
145. What is the primary reason for using A. To test the brands with consumers
brands?
B. To establish the point of difference
A. To increase production costs from competitors
B. To reduce brand loyalty C. To create a unique brand mark
C. To confuse consumers D. To determine the acceptability of
D. For identification and differentiation brand names in different cultures

151. What are some techniques used in Digital

PR? D.
A. Content marketing
B. Social media management
C. Online reputation management 156. includes all that is linked up in mem-
ory about the brand. It could be specific to
D. All of the above attributes, features, benefits or looks of
the brand.
NARAYAN CHANGDER
152. Brand equity is a result of
A. Similarity in consumer response A. Brand attitude
B. Differences in consumer response B. Brand associations

C. a & b C. Brand relationship
D. None of the above D. Brand image
153. Generic brands don’t have a
157. What is Brand Safety?
A. Product
A. Everything we should do in digital to
B. Price keep a brand’s digital assets “safe”
C. Brand name
B. All the actions that we must take into
D. none of above account to avoid going against the brand
image manual
154. Brand value represents
C. All actions aimed at protecting the rep-
A. Buying power of consumer
utation of the brand
B. Monetary value which a consumer is
willing to pay D. All actions aimed at protecting the
physical well-being of the overwhelmed
C. Financial worth of the brand brand manager
D. Brand power
158. What is the name of this brand?
155. Choose 3 tangible (tangible) branding el-
ements
A.
B.
A. Dior
B. Lacoste
C. C. Dinosaur
D. Hugo Boss
159. This is the logo for?

D. PERSONAL SELLING
162. The set of all actual and potential buyers

who have sufficient interest in, income for
and access to a product is called
A. market segmentation
B. brand positioning
C. a market
D. segmentation basis
163. is the set of actual and potential buy-
ers of a product.
A. An Audience
B. A Group
A. Walmart
C. A Segment
B. National Geographic D. A Market
C. Symantec
164. An effective advertising campaign:
D. Kodak
A. Revolves around a strong single idea
160. On average, how many brands can a cus- B. Should appeal to self interest of cus-
tomer remember in their mind? tomer
A. Seven C. Must not wander off
B. Three D. All of the given options
C. One 165. the tendency to always buy a particular
D. All correct brand
161. WHICH ONE OF THE FOLLOWING IS AN A. brand loyalty
EXAMPLE OF A SALES PROMOTION B. brand image
C. brand awareness
D. brand stretching
166. The development and launch phase of the
new products process comprise what is
popularly called the “fuzzy front end”.
A. False
B. True
167. They are different stages of brand expe-
rience design, except:
A. Customer Journey Mapping
A. BOGO B. Leadership and Brand Alignment
B. BLACK FRIDAY SALE C. Brand image
C. MOTHERS DAY GIFT WITH PURCHASE D. Brand Purpose

168. What is the brand shown? C. Organizational goals

D. Brand associations
173. Which of the following do we usually find

in the introductory (background) part of
the brand audit?
A. Brand portfolio
B. Brand elements
NARAYAN CHANGDER
A. Dairy Milk C. Brand mantra
B. Maltesers D. Points of parity
C. Kit Kat 174. Brand Management defined as

D. Galaxy Caramel A. a series of techniques used to increase
the perceived value of a product or service
169. which companies tagline is ‘’finger lickin’
good.”? B. a process by which a product or ser-
vice is introduced and promoted to poten-
A. Mcdonald’s tial customers
B. KFC C. a set of practices that encompass the
C. Subway end-to-end processes of talent acquisi-
D. Pizza Hut tion, talent optimization, and talent reten-
tion
170. In strategic brand management, focus is D. the application of processes, meth-
on ods, skills, knowledge and experience
A. Brand positioning to achieve specific project objectives ac-
B. Brand marketing cording to the project acceptance criteria
within agreed parameters
C. Brand performance
D. All of the above 175. During this stage of the Product Life Cy-
cle consumers decide that a product is no
171. What do we call POPs that potentially longer satisfying their needs or they dis-
negative associations that arise from the cover a new and better product.
existence of other, more positive associa- A. The Growth Stage
tions for the brand?
B. The Introduction Stage
A. Category points-of-parity
C. The Maturity Stage
B. Competitive points-of-parity
D. The Decline Stage
C. Correlational points-of-parity
D. Performance-related points-of-parity 176. The correct statement regarding product
positioning below is:
172. Features and attributes of brands trans- A. Positioning is how a product’s identity
late into benefits and are also fulfilled is received by customers compared to its
along with these benefits. competitors.
A. Customer values B. Positioning is a technique for placing
B. Brand values products in shop windows

C. Positioning is always contained in the

brand and slogan attached to the product

D. Positioning has nothing to do with
brand awareness of a product
177. The basic assumptions behind brand ex-

tensions are 1) consumers have some
awareness of and positive associations
about the parent brand in memory and 2) A. Yipee
the brand extension will evoke some of
B. Cheetos
these.
C. Pringles
A. TRUE
D. Balaji
B. FALSE
182. Which of the following could be a typical
178. the best-selling product or brand in a mar- brand mantra?
ket A. We care for our customers
A. market leader B. Entertainment for all
B. market challenger C. If you work hard, you will definitely
succeed
C. market research
D. A Good, cheap, reliable, reasonable,
D. market segment solid, outstanding brand
179. What is the most important parameter of 183. Guess the logo
category attractiveness
A. Company, Competition, Customer
B. Market, Customer, Competition
C. Segmentation, Targeting, Positioning
D. Company, Competitor, New Entrant
180. Creating a positive brand image takes

marketing programs that link associations
to the brand in memory. What kind of as- A. Pogo
sociations ensure a positive image? B. Nickelodeon
A. complex associations C. Fanta
B. weak, favorable, and unique D. amazing
C. strong, favorable, and unique 184. Which of the following is/are associated
D. unrealistic associations with branding?
A. influencing how people feel about their
181. The given character is the brand element emotions that they exude when they think
of which brand? about a brand

B. influencing what people do 190. Brand mantra is similar to?

C. are we getting people to click on our A. Core brand promise
on our ads? B. Brand positioning
D. none of above C. Super brand
185. Which strategy involves selling a product D. Customized brand
under two brand names?
191. The term “story board” is specifically re-
A. Co-branding
NARAYAN CHANGDER
lated to:
B. Multi-branding A. TV commercial
C. Sub-branding B. Newspaper Editorial
D. Brand extension C. Magazine ad
186. The visual trademark that identifies the D. Press release
brand
192. Slogans:
A. Logo
A. is a device that legally identifies own-
B. Graphics ership of a registered brand or trade
C. Slogan name
D. none of above B. a. Brand awareness
C. represents a particular product of a
187. Building global customer-based brand eq-
company or organization
uity means creating brand awareness and
a positive brand image in each country D. are short, memorable catch phrases
where the brand is sold. used in advertising campaigns designed
to create product affiliations among con-
A. TRUE
sumers
B. FALSE
193. is customers’ perception of the over-
188. Which of the following is the correct se- all quality or superiority of a product or
quence of steps in brand management? service compared to its competitors.
A. Diagnosis-Tactic-Strategy A. Managing brand equity
B. Tactic-Diagnosis-Strategy B. Relationship marketing
C. Strategy-Tactic-Diagnosis C. Permission marketing
D. Diagnosis-Strategy-Tactic D. Perceived quality
189. 3 things that need to be understood be- 194. Take the toothpaste market. One re-
fore entering a new market (Market Entry) search study uncovered four main seg-
are ments:seeking low price?
A. Market conditions A. The Sensory Segment
B. Customer Needs B. The Sociable
C. Competitiveness C. The Worriers
D. Product specifications D. The Independent Segment

195. In which phase of a product’s life cycle 199. When customer do not react favorably
are sales typically growing the most? for specific brand under same circum-
stances, is said to be

A. Maturity
B. Development A. Buyer’s equity
C. The start B. Market share equity
D. The decline C. Positive brand equity

D. Negative brand equity
196. The biggest disadvantage of branding is
that it involves huge cost because brands 200. is a mode of direct marketing owes
are not created overnight and companies to well structured communications in the
have to spend huge sums on advertising form of catalogs
and publicity. A. Telemarketing
A. True B. Sales promotion
B. False C. Advertising
197. Brand Equity refers to the brand value de- D. Publicity
termined based on
201. At the stage of growth in category at-
A. employee perception tractiveness which quadrant of BCG Ma-
B. consumer perception trix plays the most important role
C. shareholders perception A. Cash Cows
D. investors perception B. Star
198. THE REPRESENTATIVE WHO MEETS C. Question Mark

WITH THE CLIENT OR ORGANIZATION TO D. Dog
SHARE IDEAS ABOUT A CAMPAIGN
202. What makes brand strong?
A. Name
B. Logo
C. Customer-Based Brand Equity
D. CBDE
203. The product results in embarrassment

from others.
A. Functional Risk
B. Physical Risk
C. Financial Risk
A. Advertising Lead D. Social Risk
B. Account Manager 204. Brand Elements are
C. Account Clerk A. Name, Slogan, Logo, Tone, Character
D. Lead Account Rep and Packaging

B. Name, Slogan, Logo, Tone, Character D. Putting the product in the right place
and Packing within a retail store.
C. Name, Slogan, Logo, Tune, Character
and Packaging 210. An influencer can act as a (Check all
that are true):
D. None
A. Digital Product
205. The following statement is incorrect
about how the internet can increase sales B. Advertising Channel
NARAYAN CHANGDER
(the internet to boost selling) is:
C. Content Distributor
A. Improve sales locations and times
D. Brand Ambassador
B. Positive testimonials among buyers
E. Seller of our brands
C. Carrying out cross selling of products
based on buyer data
211. This logo belongs to:
D. Selling buyer data to third parties
206. Tesla’s electric cars can be considered as

in which stage of the PLC curve?
A. Introduction
B. Growth
C. Maturity
D. Decline
A. Xbox
207. Which airline calls itself India’s most
B. Playstation
democratic airline, because it has only one
class of passengers?answer choices C. Nintendo
A. SpiceJet D. Xerox
B. Expansion
C. IndiGo 212. Brand awareness consists of brand recog-
nition and brand
D. Indian water
A. Growth
208. Answer False or True. The internet has
the ability to personalize and adapt prod- B. Recall
ucts and experiences for each customer.
C. Presence
A. Falso
D. Resonance
B. TRUE
209. Positioning is the process of: 213. Brand is a method to

A. Putting the product in the right place in A. Identify
the customer’s mind.
B. Market
B. Putting the product in the right shops.
C. Differentiate
C. Creating the right relationship with
suppliers and retailers. D. All the above

214. What is 1st Party Data? 219. The pyramid of consumer brand aware-
A. The information that the client gives ness from low to high is

me for the first time A. No brand awareness, brand aware-
B. The data I have about them on social ness, brand recognition and first memory
networks B. No brand awareness, brand recogni-
C. Customer information that the brand tion, brand awareness and first memory
directly collects C. Remember the brand, recognize the
D. The most important information I have brand, don’t recognize the brand and re-
about my clients member first
D. Remember brand, brand awareness,
215. the title given to a product by the com-
brand recognition and remember first
pany that makes it
A. brand name 220. “Google Woogly Woosh” is a jingle of
which brand?
B. brand image
A. Gillette
C. brand awareness
B. Ponds
D. brand loyalty
C. Fair and lovely
216. Adidas slogan
D. Patanjali
221. Which is not an element of branding?
A. brand name
B. brand packaging
C. brand strategy
D. co-branding
A. Everything is Possible 222. What are brand strategies?
B. Impossible is Nothing A. The stage of brand loyalty in which con-
C. Nothing is Impossible sumers are made aware of a brand’s exis-
tence
D. none of above
B. The stage of brand loyalty in which con-
217. What brand’s slogan is this?”Open Hap- sumers insist upon buying a specific brand
piness”
C. The part of a brand which can be spo-
A. Coca Cola ken
B. Pepsi D. The actions a business takes with a
C. Mountain Dew brand in order to accomplish its goals
D. Dr. Pepper 223. Quantitative measures are best for cap-
turing specific consumer insights about
218. What are the drivers of brand loyalty?
brands, products, and services, while qual-
A. value and emotional connection itative insights can be employed for more
B. brand logo and name generalizable information.
C. awareness and experience A. TRUE
D. none of above B. FALSE

224. includes two aspects of a brand-its 229. Heinz is an example of a

associations and its personality. A. Private label
A. Brand attitude B. National brand
B. Brand positioning C. Generic brand
C. Brand relationship D. none of above
D. Brand image 230. In brand architecture, what does “sub-
NARAYAN CHANGDER
branding” refer to?
225. Which of the following is not correct?
A. Brands with lower value
A. A product is an item ready for sale in
the market B. Brands targeting a niche segment
B. A product cannot be easily copied C. Brands derived from a parent brand

D. Discontinued brands
C. Product is created by manufactures
D. A product can be tangible or intangible 231. If a brand encounters a crisis, being swift
and sincere are not always important.
226. All marketing strategy is built on STP seg- A. TRUE
mentation, targeting, and
B. FALSE
A. Planning
232. “An item that is able to last and be used
B. Positioning for a long time without becoming damaged
C. Promotion “:means
D. Product A. well-made
B. timeless
227. Which of these activities are NOT part of
the digital product construction stages? C. value for money
D. durable
A. Definition of people, scenarios and
customer journey 233. Which one is NOT a stage in the PLC?
B. Definition of the measurement system
and guideline
C. Defining design attributes
D. Definition of Front and Back End
228. Check the boxes for the suitable state-

ment agreeing to the topic “Importance or
functions of Branding “ (Select 3)
A. Easy to recognize
B. differentiation of product categories A. maturity
C. creates loyalty B. decline
D. cannot regulate prices for the own C. growth

brand D. development

234. How many key ingredients to define A. Emotional benefit related to position-
CBBE? ing

A. 1 B. Functional benefit related positioning
B. 2 C. Usage occasion related to positioning
C. 3 D. Health-related positioning
D. 4 239. What is the reason of permission market-
235. In which stage of the PLC are promotional ing existence?
expenses typically highest? A. To authorized brands to concentrate
A. Introduction the power in their hands and not to con-
sumers
B. Growth
B. To create competitive advantage and
C. Maturity to gain market share
D. Decline C. To break the clutter of mass marketing
and build customer loyalty
236. Choose 3 examples of online communica-
tion media for the Medion brand D. To give different experience to con-
sumer in order to alter their behavior
A.
240. The objective of advertising.
B. A. To make profit
B. To promote particular product
C. None of These
C. D. Social Cause
241. Identify one of the external factor consid-

ered by Interbrand in global ranking
A. Direction
D.
B. Agility
C. Empathy
D. Participation
E.
242. The following are example of interna-
tional brand.
237. Why invest in branding? A. Google
A. To attract ideal customers B. Ferrari
B. Close deals more easily C. Disney
C. Command Higher Prices D. All of these
D. All of these
243. Identify the CBBE-elements which mea-
238. Product:Lifebuoy. ‘Kills the germs you sures emotional aspects of consumer [Mul-
cannot see’, is an example of tiple options applicable]

A. Brand Image D. A young artist that receives money

B. Brand feelings from a brand owner
C. Brand resonance 249. Choose the following 3 answers that

D. Brand salience show the steps to turn customer loyalty
into profitability:
244. A is a set of research procedures de- A. Measuring the profitability of each cus-
signed to provide timely, accurate and ac- tomer
tionable information for marketers?
NARAYAN CHANGDER
B. Develop customer’s lifetime value
A. Brand portfolio
C. Targeting, attracting and retaining cus-
B. Brand hierarchy tomers
C. Brand equity measurement system D. Menjual existing products ke new cus-
D. Brand audit tomer
245. “Just Do It” 250. THE PERSON RESPONSIBLE FOR THE DI-
RECTIONS or TEXT ON A PRODUCT OR IN
A. Nike
AN AD
B. Adidas
C. Under Armour
D. Reebok
246. Which stage of the PLC typically involves

a rapid increase in sales?
A. Introduction
B. Growth
C. Maturity
D. Decline A. Art Director
B. Text Manager
247. One simple representation of possible
brand elements is family brand (on top), C. Copywriter
corporate or company brand, individual D. Journalist
brand, and modifier (on bottom).
251. Disneyland slogan:
A. TRUE
B. FALSE
248. Who is a brand ambassador?

A. Ambassador of a given country that
promotes brands from his/her country
B. An employee of the marketing depart-
ment
C. A person who is hired by an organiza-
tion or company to represent a brand in a
positive light A. The fun place on Earth

B. The Happiest place on Earth 256. What Type Of Candy Is This?

C. A place With Memorable Memories

D. none of above
252. Kellogg’s Froot Loops, General Mills’

Chex, and Post Honey Bunches of Oats are
all examples of
A. trade characters.
A. Gummy Bears
B. generic items.
B. Gummy Animals
C. brand marks.
C. Gummy Colors
D. product brands.
D. Gummies
253. how familiar people are with a brand
257. The relationship between the customer
A. brand awareness and the brand is measured through
B. brand name A. Brand resonance
C. brand loyalty B. Brand image
D. brand image C. Brand salience
254. “An item that is complicated and has D. Brand association
a lot of details or made with great
258. From the picture given, guess the PR tool
skills”:means
A. classic
B. sophisticated
C. inexpensive
D. reliable
255. Which stage has the least production

costs?
A. Social Media
B. Brochures and Catalogues
C. Business events
D. Newsletter
259. Clothing and shoes are examples of prod-
uct classifications?
A. introduction A. convenience product
B. maturity B. shopping product
C. decline C. specialty product
D. growth D. unsought product

260. ‘C’ in the CBBE model stands for? B. Ability to collect 1st Party Data
A. Customer C. We are closer to conversion stages
B. Consumer D. Allows us to create direct connections
C. Competitor with our consumers
D. none of above E. All of the above
261. What is brand recognition? 265. What is more important in brand equity?
NARAYAN CHANGDER
A. The legal authorization by a brand A. Customer satisfaction
owner to allow another company to use B. Customer perception
C. Brand Quality
sumers insist upon buying a specific brand D. Customer experience
C. The stage of brand loyalty in which con- 266. To properly manage a brand, you must:
sumers are made aware of a brand’s exis-
tence A. Communicate the brand promise
D. The actions a business takes with a B. Educate the market about the brand
brand in order to accomplish its goals positioning
C. Make a lot of contents
262. is the process of dividing a market
into smaller groups of buyers with distinct D. Close the gap between perception and
needs, characteristics, or behaviors who reality
might require separate products or market-
ing mixes. 267. Managers must avoid destroying equity
when they reposition the brand image and
A. Mass marketing must consider the role of different brands
B. Market segmentation in the portfolio and their relationships over
C. Target marketing time.
D. Market positioning A. TRUE

B. FALSE
263. What is Product Position?
A. Refers to the product’s position in 268. Proctor & Gamble is an example of a cor-
terms of brand awareness. porate brand.
B. Summarizes consumer opinions re- A. True
garding the specific features of the prod- B. False
uct.
C. Benefits that a product enjoys due 269. is to India, what Coca Cola is to US.
solely to its brand name. Name India’s no 1 FMCG brand in terms of
sales value.
D. Process of changing consumer percep-
tions of a brand relative to competitors. A. Nestle
B. Britannia
264. Of the following, which are advantages
of building digital products for brands? C. Dabur
A. User experience control D. SpeakG

270. What kind of content should be saved in C. 3

the Save Reply Tool? D. 4

A. FAQ
275. What are the characteristics of effective
B. Up Sell, Cross Sell, Loyalty Program In- brand names?
formation
A. Unrelated to the product’s benefits
C. Objection Handling
B. Adaptable and legally available
D. All Answers
C. Difficult to pronounce
271. What is the primary purpose of a product D. Long and complex
life cycle (PLC) analysis?
276. Creating a positive brand image takes
A. Determine product pricing
marketing programs that link associations
B. Analyze stages of a product’s market to the brand in memory. What kind of as-
presence sociations ensure a positive image?
C. Measure brand equity A. strong and unique
D. Identify target audience B. weak, favorable, and unique
272. the percentage of sales a company has C. strong, favorable, and unique
A. market share D. favorable and unique
B. market leader 277. defines what the brand thinks about
C. market segment the consumer, as per the consumer.
D. market challenger A. Brand attitude
B. Brand positioning
273. Which shoe is this?
C. Brand relationship
D. Brand image
278. Four general guidelines for creating and
measuring ROI from brand marketing ac-
tivities include:Spend wisely-focus and be
creative; Look for profits-examine compet-
itive pricing and costs levels; Be tactical-
apply brand equity models; Be observant-
track both formally and informally.
A. converse A. TRUE
B. puma B. FALSE
C. high heels 279. A brand is a name, term, sign, symbol, or
D. none of above design, or a combination of them, intended
to identify the goods and services of one
274. How many main issues in optimal compet- seller or groups of sellers and to differen-
itive brand positioning? tiate them from those of competition.
A. 1 A. True
B. 2 B. False

280. Answer True or False. The brand promise 286. What is brand management?
is summarized in the delivery of many A. A process of creating, developing, and
small gestures over time. maintaining a brand’s identity and image
A. TRUE B. A tool used to build brand awareness
B. Falso and increase visibility
C. A technique used to differentiate a
281. Brand logos play an important role in company from its competitors
helping consumers recognize the product
NARAYAN CHANGDER
D. A platform for managing social media
which means raising the
accounts
A. market segment
287. What is the first step in building a suc-
B. product range cessful business or brand?
C. brand awareness A. Market orientation
D. brand stretching B. Product-market fit
282. The product poses a threat to the physical C. Market research

well-being or health of the user or others. D. Innovation
A. Functional Risk 288. When we talk about business models in
B. Physical Risk “peer to peer” mode, the income comes
from
C. Financial Risk
A. Advertising
D. Social Risk
B. The recurring collection of fees for
283. A Harley Davidson motorcycle would be connecting two business actors
best classified as a: C. The recurring charging of subscrip-
tions for payment of services
A. good
D. Income generated from product sales
B. service
E. Charging fees for special features
284. Concentrated marketing is based around:
289. What is Digital PR?
A. Focusing marketing efforts on a num-
A. A range of tactics includingcontent
ber of segments.
marketing, influenceroutreach, and online
B. Focusing marketing efforts on the reputationmanagement
mass market. B. A process of creating, developing, and
C. Focusing marketing effort on one seg- maintaining abrand’s identity and image
ment. C. A tool used to build brandawareness
D. Focusing marketing effort on a partic- and increase visibility
ular country. D. A technique used todifferentiate a
company from itscompetitors
285. Brand is a massive Asset
290. Big differences between developed and
A. True
developing or emerging markets do not ex-
B. False ist in global marketing.

A. TRUE B. Personal Selling

B. FALSE C. Interpersonal Communication

291. Which of the following is not a key ele- D. None of the above
ment of a brand manager’s job? 295. “Incredible India” comes under which
A. Managing the budget for advertising scope of branding?
and promotional items A. Physical Goods
B. Creating and managing promotional B. Geographical locations
collateral to establish and maintain prod-
uct branding C. Services
C. overseeing department functions and D. Retailers
managing employees
296. Global marketing programs provide sev-
D. Planning and execution of all communi- eral advantages, including economies of
cations and media actions on all channels, scale, differences in consumer needs and
including online and social media wants and their usage patterns for prod-
ucts, consistency in brand image, and the
292. Information about the product is com-
ability to establish uniformity and control
monly held by consumers are presented in
of marketing practices worldwide.
which part of the audit?
A. TRUE
A. Brand exploratory
B. FALSE
B. Brand inventory
C. Strategic recommendations 297. Which of the following is NOT a type of
brand positioning?
D. Brand portfolio
A. Value-based
293. Y&R-developed
B. Quality-based
A. BAV Brand Equity Model
C. Competitor-based
B. Akar Brand Equity Model
D. Color-based
C. CBBE Model
298. To which of the following stages of brand
experience design? Moments that if we do
294. Advertising is any form of non-personal, not pay attention could destroy the brand
one-way, paid communication is called and deliver something that they do not
like.
A. Brand Acts “The moment matters”
B. Brand Contact Point
C. Customer Journey Mapping
D. Brand Purpose
299. Check the boxes for the reasons failure

of new products (Select any 3)
A. Lack of specialty
A. Mass Communication B. poor timing

C. effective promotion C. Leadership and brand alignment

D. inferior quality D. Brand and engagement practices
300. Stages of the brand value chain: 305. Which statements are TRUE when we
A. Marketing program investment talk about programmatic guidelines?
B. Customer mind-set A. We can segment the audience we want

to reach
C. Market performance
B. We control the schedules and channels
NARAYAN CHANGDER
D. Shareholder value of our schedule
E. Marketplace conditions C. We are the ones who segment the au-
301. What are some tools used in Digital PR? dience in real time
A. Social media management platforms D. We optimize our advertising budget by

like Hootsuite and Sprout Social showing the advertisement to much more
profiled audiences
B. Online reputation management tools
like Google Analytics 306. Which stage has lots of competitors?
C. Content marketing systems like Word-
Press
D. All of the above
302. is related to the strength of the brand

node or trace in memory.
A. Brand image
A. growth
B. Brand recall
B. maturity
C. Brand awareness
C. introduction
D. Brand equity
D. decline
303. is to evaluate each segment’s attrac-
tiveness and select one or more of the mar- 307. A strong brand commands
ket segments. A. Intense consumer loyalty
A. Market segmentation B. Intense employer loyalty
B. Market targeting C. Intense employee loyalty
C. Market positioning D. None of the above
D. Market evaluation
308. Which of the following factors influencing
304. Which of the steps of the Brand Expe- branding applies to external environment?
rience is next. Follow up on different A. Market size
events that occur in the customer journey.
Are they undermining or strengthening the B. Company resources
brand promise? C. Competitive situation
A. Customer Journey Mapping D. Product newness
B. Brand Contact Points E. Innovation

309. Name The Brand! C. When products are used in films or TV

programs.

D. The introduction of a product to the
market.
E. The length of time people continue to
buy a product. or the time frame from
the introduction of product to its declining
stage
A. LEGO
314. Where do you think the word “brand”
B. Apple comes from?
C. Rolex A. From the word brandy
D. Gucci B. From the word brandr
310. lets you to have a clear picture of C. From the word market
the number of customers or usage of your D. none of above
brand in comparison with competition.
A. Market share 315. In designing the brand portfolio, the fo-
cus is always on
B. Brand share
A. Maximum Market Coverage
C. Product share
B. Minimum Market Coverage
D. Customer share
C. Specific market coverage
311. provides a good quality of service be- D. One Brand across all products
cause of a direct interface with the cus-
tomers, but it is expensive. 316. You can position your brand using:
A. Direct sales A. Benefits that customers will get
B. Telemarketing B. Corporate values
C. E-marketing C. Customer buying moments
D. All of above D. All incorrect
312. Who is responsible for making company 317. If you were given IDR 20 million to build
branding a success? a university brand, what would you do?
A. Team Marketing A. Spend all on educating the target cus-
tomer through webinars or school visits
B. Team Management
B. Spend half on internal experience and
C. Team WSR
the other half on external communication
D. All True C. Spend all in building great facilities
313. Product Life cycle is defined as D. All incorrect
A. The set of products made by a com- 318. Three of the Four general guidelines for
pany. creating and measuring ROI from brand
B. The use of a well-known person to ad- marketing activities include:Spend wisely-
vertise products. focus and be creative; Be tactical-apply

brand equity models; Be observant-track

both formally and informally.
A. TRUE
B. FALSE
319. Choose the correct option
NARAYAN CHANGDER
A. Napster
B. Beats
C. Petco
D. Rocketeer
324. Consumers’ ability to confirm prior expo-

sure to the brand when given the brand as
a cue?
A. Converse A. Brand image
B. All State B. Brand recall
C. Skechers C. Brand recognition
D. Audi D. All of them
320. Which is most important for a brand to 325. What is co-branding?

achieve? A. The stage of brand loyalty in which con-
A. Unaided recall sumers insist upon buying a specific brand
B. Aided recall B. The legal authorization by a brand

321. MAB’s slogan:Fast, Precise, Friendly the brand in exchange for a fee
reflects C. The part of a brand which can be spo-
A. Promise to customers ken
D. A brand strategy that involves busi-
B. Relations with Customers
nesses joining forces for mutual benefit
and to increase brand recognition, cus-
322. using an exising name on another type of
tomer loyalty, and sales for both brands
product
A. brand stretching 326. The set or the different kinds of products
made by a company is called as
B. brand awareness
A. product range or product line
C. brand name
B. product placement
D. brand image
C. product launch
323. Choose the correct option D. product lifecycle

327. What is the key mindset to successful

brand management?

A. Continuous innovation
B. Market research
C. Market orientation A. DHS
D. Product-market fit B. Pepsi
C. Amazon
328. A marketer needs to understand that
some ‘general traits’ of a brand name are D. Sprite
332. Measuring sources of brand equity re-
A. Easy to recognize quires knowing how consumers shop for
and use products and services, and what
B. Easy to pronounce consumers know, think, and feel about
C. Easy to memorize or recall brands.
D. All of the above A. TRUE
B. FALSE
E. none of the above
333. This is used to identify the brand?
329. If a product has been newly launched in
A. Brand positioning
the market, which stage of PLC curve the
product would be in? B. Brand elements
C. Brand marketing
A. Introduction
D. Brand personality
B. Growth
334. What is brand preference?
C. Maturity
A. The legal authorization by a brand
D. Decline owner to allow another company to use
330. This tagline is for?
sumers insist upon buying a specific brand
C. The actions a business takes with a
brand in order to accomplish its goals
D. The stage of brand loyalty in which
consumers prefer to purchase a certain
brand but will accept substitutes if the
brand is not available
A. Adidas 335. The correct order of the Product Lifecycle
B. Reebok Curve is?
A. Introduction-growth-maturity-decline
C. Nike
B. Introduction-maturity-decline-growth
D. Puma
C. Decline-maturity-growth-introduction
331. This logo belongs to ? D. Introduction-decline-growth-maturity

336. Raj goes to market, sees two brands A. Perceived benefits of using the prod-
of beverages available-pepsi and cocacola. uct > perceived costs
He purchases pepsi as he likes its taste.
B. Perceived benefits of using the prod-
This statement indicates which of the fol-
uct < perceived costs
lowing?
A. Need 341. Which phase of the Product life cycle is
a downward turn in sales leading to the
B. Want
demise of a product.
NARAYAN CHANGDER
C. Both
D. Neither
337. Which one is NOT a stage in the PLC?

A. maturity
B. decline
C. growth A. Introduction
D. development B. Growth
338. Mrs D will only buy Nescafe coffee. This C. Maturity
is an example of D. Decline
342. Identify one of the internal factors-

considered by Interbrand in ranking the
global brand
A. Participation
B. Affinity
C. Presence
D. Direction
A. Market Share 343. The packaging allows the product to:

B. Brand Loyalty A. To distinguish oneself
C. Advertising B. S’incorporer
D. Added value C. React
339. “The Ultimate Driving Machine” D. none of above

A. BMW 344. One of the major challenge in branding
B. Mercedes A. Competition
C. Ford B. Manpower
D. Chevrolet C. Population
340. “Customer Value” will be felt by cus- D. Complex Demographic profile of the
tomers if audience

345. What is a family brand? 350. In which part of the audit do we present
our proposals with regard to the possi-
A. The legal authorization by a brand
ble changes concerning the brand after the

brand audit has been conducted?
A. Strategic recommendations
sumers insist upon buying a specific brand B. Tactical recommendations
C. A category of brands in which one C. Positioning of the brand
brand is used for a group of related prod- D. Brand inventory
ucts in a product line
D. The actions a business takes with a 351. Use of a well-known person to advertise
brand in order to accomplish its goals products
A. product endorsement
346. Tagline:“Make.Believe”
A. Canon
C. product launch
B. Nikon
D. product range
C. Motorola
352. It is the attachment a customer has with
D. Sony the brand
347. Dior is doubling down on its relationship A. Brand loyalty
with Johnny Depp by signing him a mas- B. Brand satisfaction
sive contract for their well-known men’s
fragrance. This is a typical case for C. Brand resonance
A. Product placement D. none of above
B. Brand awareness 353. What is the main objective of brand ex-

C. Brand endorsement tension?
A. Reduce marketing costs
D. Product endorsement
B. Leverage brand equity to enter new
348. What is the ultimate goal of branding? markets
A. Customer satisfaction C. Change brand image
B. Customer loyalty D. Increase production costs
C. Brand extension 354. The following things have the potential
D. All correct to reduce customer loyalty:
A. Clear and consistent value proposi-
349. Which term refers to the set of human
tions
characteristics associated with a brand?
B. Easy and enjoyable transaction experi-
A. Brand identity
ence
B. Brand personality
C. Continuously improvement berdasarkan
C. Brand image feedback dari customer
D. Brand equity D. Slow complaint handling

355. shows how consistent customers are 360. Frooti and Band-aid are examples of
in buying your brand, how long they have A. Descriptive Brand Name
been buying and how long they may buy?
B. Suggestive Brand Name
A. Customer loyalty
C. Free Standing Brand Name
B. Brand loyalty
D. None of the Above
C. Product loyalty
D. Company loyalty 361. A firm may offer multiple brands in a cat-
NARAYAN CHANGDER
egory to attract different and potentially
356. Which of the following is an incorrect mutually exclusive market segments.
statement?
A. TRUE
A. A product is an item ready for sale in
B. FALSE
the market
B. A product cannot be easily copied 362. What is the benefit of having a strong
brand?
C. A product can be tangible or intangible
A. Can extend to different product cate-
D. Product is created by manufacturers
gory easily
357. Which of the following is the correct B. Increase purchase likelihood
leveraging secondary association?
C. It is a shortcut for trust
A. Ikea-a Swedish brand
D. All incorrect
B. Line extension
363. Identify is the pre requisite of meaning in
C. Brand extension
branding?
D. Event marketing
A. True
358. When allocating a marketing budget, a B. False
great brand manager should always focus
first on: 364. What is the correct explanation of trans-
A. Disruptive innovation ferability in brand elements?
B. Market share A. To give protection to the brand name,

logo and symbol.
C. Continuous improvement
B. The meaning of the brand would re-
D. Customer satisfaction main intact while leveraging the brand
359. What is brand licensing? C. The brand image would be liked by all
A. The part of a brand which can be spo- consumers and related with the products
ken D. The meaning and value of the brand
B. The ongoing decision-making process would be memorable and recognizable
about the use of brands 365. Which of the steps of the Brand Experi-
C. The actions a business takes with a ence is next? Go from a poor or generic
brand in order to accomplish its goals experience to creating a rich and meaning-
D. The legal authorization by a brand ful one. How do I express the brand expe-
owner to allow another company to use rientially?
the brand in exchange for a fee A. Leadership and brand alignment

B. Brand Contact Point

C. Customer Journey Mapping

D. Brand Acts “The moment matters”
366. Branding is important for what type of

business?
A. B2B
B. B2C A. Delta
C. B2B and B2C B. Southwest
C. American Airlines
D. none of above
D. Chick-fil-a
367. are order placing machines 371. What is a Trade Name?
A. ATM A. A slogan used to identify a product
B. Kiosk B. A tag line
C. Radio C. The legal name of a company that iden-

tifies it to customers
D. Television
D. A name given to a product while it is in
the design stage
368. If BAJATE RAHO is the tag line of RED FM,
BACHATE RAHO is the tagline for which 372. Employees do not have an important role
brand? in delivering the brand promise to our cus-
tomers.
A. Myntra
A. TRUE
B. Snap Deal
B. Falso
C. Flipkart
373. What is brand insistence?
D. Worth it A. The stage of brand loyalty in which con-
369. Companies that enter a pre-existing in-
B. The stage of brand recognition
dustry, with enough competitors, so as to
get a clearer picture of the industry are re- C. The act of distinguishing between or
ferred to as separating two or more things
D. The legal authorization by a brand
A. First Mover
B. Early adopter the brand
C. Follower 374. What are there 2 types of brand knowl-
edge?
D. Me too Company
A. Brand awareness-Brand recognition
370. Which airline has this logo? B. Brand recognition-Brand recall

C. Brand image-Brand recall A. Brand

D. Brand image-Brand awareness B. Slogan
375. includes all that is linked up in mem- C. Logo

ory about the brand. It could be specific to D. none of above
attributes, features, benefits or looks of
the brand. 379. Name the logo
NARAYAN CHANGDER
A. Brand attitude
B. Brand Associations
C. Brand relationship
A. Chrome
D. Brand image
B. Safari
376. Choose the correct option
C. Firefox
D. Internet Explorer
380. Coca-Cola also sells several ‘budget’ soft

drink brands (in some countries) through
the major supermarkets.
A. Line Extension
A. Honey Nut Cheerios
B. Brand Extension
B. Nestle
C. Multi Brand
C. Betty Crocker
D. New Brand
D. Honey Bunches of Oats
381. Elyza usually buys the same brand of
377. legal protection provided to the chocolate, but if her favorite brand isn’t
owner for words or symbols used to iden- available, she’ll try another brand. Elyza
tify a product or service. demonstrates brand
A. Branding A. preference
B. Trademark B. mark
C. Brand Loyalty C. recognition
D. Licensed Brand D. insistence
378. refers to a product’s or company’s 382. In managing brand equity, managers

identity. It consists of all dimensions that should avoid trade-offs between those
identify and give unique value to a product marketing activities that fortify the brand
or a company. and reinforce its meaning and those that

attempt to leverage or borrow from exist- 387. Consumer Based Brand Equity model is
ing brand equity to reap a financial benefit. developed by

A. TRUE A. Will
B. FALSE B. Keven lane keller
383. the introduction of a product to the mar- C. Kotler
ket D. None of the above
A. product launch
388. This is the 3 major types of brands.
B. product lifecycle
A. Manufacturer brand
C. product placement
B. Private brand
D. product range
C. Current brand
384. The product does not perform up to ex-
pectations. D. Licensed brand
A. Functional Risk 389. The strategic brand equity model was
B. Physical Risk postulated by:
C. Financial Risk A. John Kotter
D. Social Risk B. Kevin Keller
385. What brand is this? C. Young and Rubicam

D. None
390. Medion Tourism Events, Customer Ban-

quets, Giving greeting cards, are things
that are done for
A. Pixar
B. Disney A. Maintain relationship with customers
C. Dreamworks B. Providing educational programs
D. Blue Moon C. Improve the Medion care program
386. What are the two constituting features D. none of above
of an associative network?
391. Which is not main promotional tool?
A. Uniqueness of associations.
A. Marketing mix
B. 1. Favorability of associations.
B. Sales promotion
C. Brand/attribute nodes connected by
links. C. Advertising
D. none of above D. Public Relations

392. What do the picture trying to convey the is sold at a lower price than a branded
message. product, and receives little or no promo-
tion
C. The legal authorization by a brand
NARAYAN CHANGDER
D. The actions a business takes with a
397. All organizations and their products can

A. Government policies be considered brands.
B. Awareness about cleanliness A. True
C. Responsibility of an citizen B. False
D. Health awerness 398. The umbrella brand:
393. How do we get the information about A. Houses products from different cate-
what consumers want or need with regard gories
to a particular brand B. Overshadows other brands of the
A. market research same company
B. market share C. Protects the products it signs from at-
C. market segment tacks by competitors
D. market challenger D. Accompany your cocktails with lemon
394. Positioning is about: 399. The brand:

A. Customer expectation A. Was born with the industrial revolution
B. Company values B. Has always existed
C. Marketing your product C. Is a marketing invention
D. Company’ intent or promise D. none of above
395. Which part of the brand audit includes the 400. Differences in response are a result of
competitive analysis and consumer knowl-
edge? A. Consumers loyalty
A. Brand exploratory B. Consumers liking
B. Brad inventory C. Consumer disliking
C. Tactical recommendations D. Consumer knowledge
D. Strategic recommendations 401. Which of the following is the least effec-
396. What is a generic item? tive way to build a brand?
A. An unbranded product that is plainly A. Product sampling

packaged, has lower or standard quality, B. Social media contents

C. Bazaar 407. Which stage has rapid sales?

D. Product demo

402. What is a product brand?
A. A name given to a product by the man-
ufacturer
B. A name, term, symbol, or design that
identifies a product
A. introduction
C. A term used to describe a product’s
benefits B. maturity
D. A combination of letters and numbers C. decline
used to distinguish a product D. growth
403. Burger King’s slogan is
408. These are types of brand, except for
A. “Live Mas”
A. Family brand
B. “We Have The Meats”
B. Private brand
C. “I’m Lovin It”
C. Co-branding
D. “Have It Your Way”
D. Brand equity
404. A is a group or set of things that have
similar characteristics. 409. The correct way to start a business is to
A. Brand first focus on:
B. Category A. What you do best

C. Product B. The team
D. Point of parity associations C. The problem, habits, or lifestyle of the
customer
405. occurs when a company takes a brand
name that is very similar to a current, suc- D. The product you can create
cessful, and popular brand.
410. Name the logo:
A. Brand awareness
B. Brand infringement
C. Brand image
D. none of above
406. Which of the following are characteristics

of operational CRM?
A. Sales force automation
B. Data mining A. Recess
C. Marketing Automation B. Friends
D. Customer Service Automation C. Sesame Street
E. Channel Management D. Nickelodeon

411. What are the three pillars when creating 415. Which stage requires lots of advertising?
a content strategy?
A. Creation, Optimization and Measure-
ment
B. Buyer Personas, Creation, Measure-
ment
C. Design, Distribution, Optimization
NARAYAN CHANGDER
D. Creation, Distribution and Measure-
ment
412. The following are the advantages of hav-

ing a brand, except:
A. Premium price
B. Adding new markets or making it eas- A. introduction
ier to launch new products B. growth
C. Customer Loyalty C. maturity
D. Cheaper production costs D. decline
413. when products are used in films of TV pro- 416. The test is a critical step which for the
grammes first time tests the feasibility and success
A. product placement of the marketing program and the product
together
B. product endorsement
A. market
C. product range
B. benefits
D. product lifecycle
C. concept
414. Which stage has economies of scale? D. utility
417. The philosophy of is to identify mar-

ket segments, select one or more, and de-
velop products and marketing mixes tai-
lored to each selected segment.
A. Mass marketing
B. Product-variety marketing
C. Macromarketing
D. Target marketing
418. What aspect of the marketing environ-

A. introduction ment do the PEST factors represent?
B. growth A. Internal environment, employees, as-
C. maturity sets and structure
D. decline B. The macro or external environment

C. The micro or competitive environment

D. The micro or Internal Environment

419. Ferrari slogan
A. Account Planner
B. Account Management
C. Creative Director
D. Agency Manager
423. Customers that buy brands expect the

product to be high
A. in price
A. Only those who dare truly live B. quality
B. There is no Substitute 424. What do we call a type of segmentation

C. Sheer Driving Pleasure that is related to who the customer is?
D. none of above A. descriptive segmentation which is also

called behavioural segmentation
420. Which risk is not associated with while
B. descriptive segmentation
choosing brand
C. behavioural segmentation
A. Financial Risk
D. product-oriented segmentation
B. Functional Risk
C. Social Risk 425. the length of time people continue to buy
D. Product Risk a product
A. product lifecycle
421. Which of the following is not an advan-
tage of branding for customers? B. product range
A. Legal Protection C. product placement

B. More variety D. product launch
C. Better quality 426. Brand is important today to all marketers
D. aid in identification because
A. Proliferation of brands
422. PUTTING TOGETHER THE SCHEDULE AND
MAKES THE RECOMMENDATIONS OF B. Retail shopping format has changed
HOW THE BRAND WILL BE PROMOTED,
C. Status attached to brand
INCLUDING WHICH TYPES OF MEDIA TO
BE USED. D. All of the above

427. AMAZON Logo implies C. Feelings

A. Delivery speed D. Judgements
B. Amazon sells everything from a to z
432. Marketers should conduct a brand audit,
C. Transparency design brand tracking studies, and estab-
D. Customer satisfaction lish a brand equity management system.
A. TRUE
428. Starbucks #RaceTogether campaign
failed because. Select the options that B. FALSE
NARAYAN CHANGDER
are the causes, it can be one or more.
433. LOGO
A. When they did the advertising cam-
paign on social networks, all the hands A. A unique design symbol that helps
were white. identify the company visually.
B. They did not educate their employees B. A catchphrase that evokes some kind
enough to be able to argue and debate the of feeling about the company and the prod-
topic. uct.
C. One of the VPs closed his Twitter ac- C. The actual text of the ad.
count so as not to generate dialogue, D. Any drawing, photograph, illustration,
which was one of the things they pro- chart, or other graphic that is designed
moted in the campaign. to affect the audience in some purposeful
D. There wasn’t much diversity on Star- way.
bucks’ senior executive staff.
434. What kind of topics can you use the La-
429. The series of procedures in which cus- bel system to remember the people who
tomer is focused, help to assess brand’s spoke on the Facebook Page Inbox?
health and leverage equity are classified A. To note financial information and po-
as tential customers
A. Brand audit B. Remembering to share and re-teach
B. Brand Valuation Team Members for Customer Relation as
C. Brand tracking appropriate
D. Brand equity C. To distinguish customers based on the

amount of money purchased and the fre-
430. The main association groups are quency of purchase
A. Physical and emotional benefits D. All Answers
B. Product attributes, product benefits
435. Which of the steps of the Brand Experi-
C. Product attributes, product benefits, ence is the following. The different mea-
company / brand image sures that exist to evaluate the return to
D. Product packaging and sales staff know if I am really doing it well.
A. Leadership and brand alignment
431. Which of the following does not form a
part of Kevin Keller’s Brand equity Model? B. Brand and Return Metrics
A. Resonance C. Brand and Engagement Practices
B. Perceived Quality D. Brand Contact Points

436. A symbol or design (the part of the brand C. four

that is not made up of words).
D. five

A. Trademark
442. The act of designing the company’s of-
B. Brand mark
fer and image so that it occupies a distinct
C. Trade name and valued place in the target customer’s
D. none of above minds is called
A. establishing PODs
437. Apple brings out its next iPhone
B. establishing POPs
A. Line Extension
B. Brand Extension C. branding
C. Multi Brand D. brand positioning
D. New Brand 443. Personal Selling is often used in these

promotions, except
438. Classifying consumers according to their
purchasing habits is an example of seg-
mentation.
A. Behavioural
B. Geographic
C. Psychographic
D. Demographic
439. What are “Dead End Journeys”? A. Retail Stores

A. Bad practice in customer experience B. Car Dealerships
B. Touchpoints without a “planned next C. Radio Ads
step” D. Trade Shows
C. Obstacles in consumer-brand interac-
tion 444. This is an advantage of online branding.
D. All of the above A. Limited reach with geographical
boundaries
440. Mr. Bachchan is well-known and admired
B. Virtual information archives
person and also helps spread awareness is
C. No communication
A. Brand awareness D. Limited creative options
B. Brand perception
445. “High quality and intended to be bought
C. Brand spokesperson by people who are quite rich” means
D. Brand geographical location A. Upmarket
441. Brand knowledge has components: B. Basic necessities
A. two C. Second-hand goods
B. three D. Discounted items

446. WHAT IS THE SLOGAN OF APPLE? A. I dont know

A. AN APPLE A DAY KEEPS THE DOCTOR B. some old band
AWAY C. beatles
B. THINK OUTSIDE THE BOX D. NSYNC
C. BACK TO THE FUTURE
452. Which of the following IS NOT a Distinc-
D. THINK DIFFERENT tive Brand Asset?
447. The drivers that differentiate and iden- A. Colour
NARAYAN CHANGDER
tify the brands are classified as B. Brand name
A. Brand elements C. Face
B. Brand emotions D. Sound
C. Brand conversation
453. A structured approach of stages to assess
D. Brand judgement the sources and outcomes of brand equity
448. the set of products made by a company and the manner by which marketing activ-
ities create brand value
A. product range
A. Brand responses
B. Brand resonance
C. product launch
C. Brand judgments
D. product lifecycle
D. Brand value chain
449. A mark or design placed on a product to
identify it is 454. What makes a better slogan?
A. brand A. To be catchy and memorable
B. brand position B. To diversify people’s understanding
C. brand loyalty C. To be very detailed and explain the
D. benefit product
D. none of above
450. Dove, Whisper, Surf are
A. Descriptive brand name 455. Identify this brand based on its logo
B. Suggestive brand name
C. None of the above
D. none of above
451. Identify the band?
A. Kindle
B. National Geographic Kids
C. Wattpad
D. DreamWorks

456. PODs are generally defined in terms of

consumer benefits. These benefits often
have important underlying “proof points”

which are also called
A. Imagery-related associations
B. Benefits
A. Image
C. Exemplars
B. Information
D. Reasons to believe (RTBs)
C. Presence
457. Name of the brand D. Goal
461. includes two visual signals of a brand-

its character and its logo. Both are ele-
ments of brand identity.
A. Brand attitude
B. Brand image
C. Brand symbol
A. Lamborghini D. Brand positioning
B. Mustang 462. Name the brand
C. Porsche
D. Ferrari
458. How many stages is the product life cycle

divided into?
A. 4
B. 6
A. Heinz ketchup
C. 5
B. ketchup
D. none of above
C. tomatoes
459. Extensions can be either introduced in a D. pilgrims
product category currently served by the
463. Name the logo:
parent brand (i.e., line extension), or a
completely different product category (i.e.,
category extension).
A. TRUE
B. FALSE
460. Public Relations helps to build a positive

public for a company

A. Wonder Woman A. Supreme

B. Superdog B. Lacoste
C. Superman C. Gucci
D. Superhero D. Fendi
464. This is an intangible activity that is ex-
469. “I’m lovin it” is a tagline of which brand?
changed directly from the producer to the
consumer and consumed at the time of pro- A. McDonald’s
NARAYAN CHANGDER
duction: B. Amul
A. good C. KFC
B. service
D. Starbucks
465. Which of the following is an advantage
of family branding: 470. The new products process essentially
turns a profit flow into an opportunity.
A. Unrelated products are recognizable.
A. True
B. Sellers need less shelf space.
B. False
C. New products are not tied to company
image. 471. A low-resource company in a mass mar-
D. New products are easier to introduce ket containing high-differentiation con-
sumers should:
466. Xerox and Maggi are types of?
A. Follow an undifferentiated strategy.
A. Descriptive brand name
B. Follow a concentrated strategy.
B. Suggestive brand name
C. Follow a differentiated strategy.
C. Coined names
D. none of above D. Follow an aggressive strategy.
467. The top three Global brand listed by In- 472. The state which describes how well
terbrand the market offering fulfill the customer’s
needs, is considered as
A. Apple, Amazon, Microsoft
A. Brand salience
B. Apple, Google, Microsoft
C. Apple, Microsoft, Samsung B. Brand Image
D. Apple, Audi, Microsoft C. Brand performance

D. Brand resonance
468. What brand is this?
473. What is brand extension?
A. Using successful brands to introduce
new products
B. Selling a brand to another company
C. Creating a new brand from scratch
D. Changing the logo of a brand

474. The brand value of AMAZON as per

Interbrand report

A. 57, 488 $m
B. 408, 251 $m
C. 249, 249 $m
A. Tata
D. 58, 488 $m
B. Bajaj
475. the ideas and beliefs people have about C. Tesla
a brand D. Royal Enfield
A. brand image 480. lets you to have a clear picture of
B. brand stretching the number of customers or usage of your
brand in comparison with competition
C. brand awareness
A. Market share
D. brand loyalty
B. Brand share
476. Answer True or False. Under the clas- C. Product share
sic hierarchical pyramid there is a zone D. Customer share
of value where customers and employees
can:“Invent, implement and integrate” to 481. Attributes or benefits consumers
provide a better customer experience. strongly associate with a brand, such as
FedEx-guaranteed overnight delivery-are
A. TRUE
called
B. Falso A. Points-of-parity
477. The act of designing the company’s offer- B. Points-of-difference
ing and image to occupy a distinctive place C. Image parity
in the mind of the target market
D. Positioning
A. Brand Loyalty
482. Why do brands need to have unique iden-
B. Brand Positioning tity (logo, color, etc.)?
C. Brand Awareness A. Too many brands out there
D. Brand Endorsement B. Clutter
C. Customer memory is limited
478. What color is McDonalds M?
D. All incorrect
A. Red
483. Brand can take on very specialized roles
B. Orange in the portfolio:as flanker brands to pro-
C. Yellow tect more valuable brands, as low-end
entry-level brands to expand the customer
D. Green
franchise, as high-end prestige brands to
E. Blue enhance the worth of the entire brand line,
but never become as cash cows to milk all
479. Identify the logo potentially realizable profits.

A. TRUE 489. Co-branding occurs when two or more

brands enter into a partnership that poten-
B. FALSE
tially serves to enhance both brands’ eq-
uity and profitability.
484. Why is branding important?
A. True
A. 1. Create differentiation. Prices are
not controlled by competitors B. False
B. 1. Create preferences. Prices are con- 490. the second best-selling product or brand
NARAYAN CHANGDER
trolled by competitors in a market
A. market challenger
485. This is not a stage in the product lifecycle.
B. market leader
A. Growth
C. market share
B. Initiation D. market segment
C. Maturity
491. If we were considering sociocultural fac-
D. Introduction tors in marketing, what would we be
E. Decline thinking of?
A. Outside economic issues that can af-
486. Brand Resonance broken down into 4 cat- fect a business
egories: B. Technological issues affecting how to
A. Behavior loyalty get our product out
B. Sense of community C. Government regulations and legal is-
sues
C. Attitudinal attachment
D. The demographic and cultural aspects
D. Quality of society
E. Active engagement 492. The “BNP” brand is:
487. With whom has Pepsi tied up to launch a A. A promising brand
youth TV channel in India? B. A generic brand
A. Star Plus C. An acronym
B. MTV D. A surname mark
C. Zing 493. What is a trade character?

D. E24 A. The legal authorization by a brand
488. Brand is: the brand in exchange for a fee
A. What people say about you B. The stage of brand loyalty in which con-
B. Your reputation in the public space
C. A brand mark that has been personi-
C. The perception of the customer about fied and made to seem lifelike
you
D. The actions a business takes with a
D. All incorrect brand in order to accomplish its goals

494. This is the logo for? C. Awareness

D. Market Share

E. Association
499. Branding provides information on
A. Mazda
B. Mitsubishi
A. identity
C. Maserati
B. quality
D. Mercedes
C. consistency
495. In what ways can a brand be easily recog- D. all of the above
nisable?
A. By its logo 500. Brand equity is a set of characteristics
that makes a brand unique.
B. By the price
A. True
C. By the taste
B. False
D. By its packaging
501. Making the customer experience a spe-
496. What comes first? cific brand is known as:
A. Positioning A. Experiential Marketing
B. Brand name B. Permission Marketing
C. Brand identity C. One-to-one marketing
D. none of above D. none of above
497. What is a brand name? 502. is an arrangement that associates a

single product or service with more than
A. The stage of brand loyalty in which con-
one brand name, or otherwise associates a
product with someone other than the prin-
B. The actions a business takes with a cipal producer.
A. Line extension
C. The legal authorization by a brand B. Co-branding
the brand in exchange for a fee C. Brand extension
D. The part of a brand which can be spo- D. Global brand equity

ken, such as a word, a phrase, a letter, a 503. The product life cycle measures the:
number, or any combination of these
A. Price of a product over time
498. Select the dimensions of brand equity B. Cost of a product over time
A. Loyalty C. Profit of a product over time
B. Perceived Quality D. Sales of a product over time

504. Coca-Cola is the symbol of culture in 509. A generic brand is:

A. America A. A brand that has been so successful
B. England that it designates an entire category of
products (Sopalin, Bic)
C. Germany
D. France B. A designation of cloned drugs
C. A designation of low-cost products
505. What is the significance of testing brand
names with consumers? D. A brand that has just been launched
NARAYAN CHANGDER
A. To create the right image for the brand 510. What is the main focus on the Diagnosis
B. To establish the point of difference phase of Brand Management?
from competitors
A. Customer pain points
C. To select the best brand for the prod-
uct B. Innovative solutions
D. To determine the acceptability of C. Urgent problems

brand names in different cultures D. Company heritage
506. Brand equity is a result of 511. A highly salient brand only has breadth of
A. Similarity in consumer response brand awareness; depth does not matter.
B. Differences in consumer response A. True
C. A&B B. False
512. Guess the Logo.
507. The “Calls per hour” KPI in a BPO or Call
Center can be excellent to ensure a good
brand experience for your customers.
A. TRUE
B. Falso
508. These activities are generated in a hier-
archical pyramid inverted towards the con-
A. multi
sumer. Select the options that apply, it can
be one or more. B. Vagond
A. Management enables, involves and C. Volkswagen
empowers employees.
D. Weimar republic
B. The main function of employees is to
sell to their customers. 513. consumers commitment to repur-
C. The main function of management is chase, use, and even promote a particular
to have command and control over its em- brand.
ployees. A. Branding
D. There is a zone of value between em- B. Trademark
ployees and customers that allows them
to invent, implement and integrate to im- C. Brand Loyalty
prove the brand experience. D. Licensed Brand

514. In terms of the value of a brand, what is D. To develop a lengthy list of brand name
the highest scale we can achieve with our possibilities
clients.

519. A brand based organization provides
A. When we achieve transformations in which of the following benefits?
our clients when using our brand.
A. Clarity of role
B. When we offer products or services to
our customers using our brand. B. Commitment to brand growth
C. When we offer solutions for our clients C. A collective responsibility
by using our brand. D. All of the given options
D. When we offer commodities or basic
520. Whenever possible, an effective brand
products/services to our customers by us-
name should always be
ing our brand.
A. multiple syllables and flashy.
515. is endowing products and services
B. short and memorable.
with the power of a brand.
C. the same as the competition
A. Packaging
D. unrelated to product features.
B. Branding
C. Brand image 521. Brand comes under what P of the market-
ing mix?
D. Brand positioning
A. Price
516. “Melts in you Mouth, Not in you Hands”
B. Promotion
A. M & M’s
C. Product
B. Snickers
D. Place
C. Reeses
522. Marketers assume there will be negative
D. Butterfingers
feedback effects from the brand extension
517. Fortune-Ghar ka Khana advertisement to existing products.
can be included in which of the following A. TRUE
segments of brand management?
B. FALSE
A. Creating a relationship
523. what is this brand?
B. Brand identification
C. Brand positioning
D. none of above
518. What is the purpose of determining brand

objectives?
A. To determine the goals and image of
the brand A. volkswagen
B. To select the best brand for the prod- B. volkswagen

uct C. Volkswagen
C. To test the brands with consumers D. volkswagen

524. Why personal branding is important for 529. is important when launching new
the WSR team (choose 3) products and services, and it drives con-
A. Increase customer trust in the Medion sumers’ decisions when differentiating be-
team tween competing companies.
A. Brand positioning
B. Increase self-confidence
B. Brand image
C. Differentiating Team Medion from
competitors C. Brand awareness
NARAYAN CHANGDER
D. Raising expectations in the minds of D. Brand element
customers
530. What happens during the Maturity stage
525. Descriptive features that characterize a of the Product Life Cycle?
product or service are called? A. Sales are at their highest but business
A. Brand attributes is increasing at the lowest rate
B. Brand benefits B. Competitors have entered the market
C. Brand elements C. The market may be saturated, slowing

the growth of sales
D. Brand components
D. All of the Above
526. The associative network memory model
531. At the heart of successful brand is
backed by creatively designed and exe-
A. Nodes cuted marketing.
B. Links A. promotion
C. Ideas and networks B. price
D. Nodes and Links C. a great slogan
527. customers of a similar age, income level D. a great product or services

or social group 532. Lifecycle (Product)
A. market segment A. The set of products made by a com-
B. market share pany.
C. market leader B. The use of a well-known person to ad-
vertise products.
D. market research
C. When products are used in films or TV
528. What is brand loyalty? programs.
A. Customers’ allegiance to a particular D. The introduction of a product to the
brand market.
B. The stage of brand loyalty in which con- E. The length of time people continue to
sumers insist upon buying a specific brand buy a product.
C. The legal authorization by a brand 533. Answer True or False.Channel switching
owner to allow another company to use reduces costs, and this should be the main
the brand goal of all brands to ensure they have sus-
D. The stage of brand recognition tainable growth for many years.

A. Falso 539. How many are components of brand po-

B. TRUE sitioning?

A. 1
534. Many private-label products possess lev-
els of quality that are equivalent to manu- B. 2
facturers’ national brands. C. 3
A. True D. 4
B. False
540. Which of the following is a characteristic
535. clothing retailer presenting online cus- individual branding?
tomers with different products based on A. Licensing a brand name to another
the weather or season in the region they company
reside in is:
B. Using the same brand for related prod-
A. Behavioral Segmentation ucts in a product line
B. Geographic Segmentation
C. Using different brands for products
C. Demographic Segmentation owned by one company
D. Psychographic Segmentation D. Joining forces with another company
to increase recognition
536. Answer True or False. Customer satisfac-
tion is marked by the expectation gener- 541. Five years after a new product has been
ated vs. the experience they have. introduced, sales begin to level off because
A. Falso customers are purchasing the competitor’s
B. TRUE brand. What strategy would be most ap-
propriate to use in this situation?
537. Select the 2 advantages of branding A. take the product off the market
A. A business can save money on market-
B. do nothing, fluctuations in sales are
ing once the product becomes a house-
common
hold name.
C. modify or update the product to renew
B. It means businesses don’t have to
customer interest
make new items.
D. triple the advertising budget for the
C. The business can change its name if it
product
wants to.
D. Higher prices can be charged when 542. The elements of brand image include
consumers become loyal to the brand. A. Advertising
538. The act of designing the company’s im- B. Name and logo
age so that it occupies a distinct and val-
C. Employees
ued place in the target customer’s minds is
called D. All of these
A. image sketching 543. Registration of a trademark in France
B. establishing POPs must be done with:
C. branding A. INPI
D. brand positioning B. TRIPS

C. L’ICANN But now Milo is also an ice cream, a cereal,

and a breakfast bar.
D. AFNIC
A. Line Extension
544. Correlational points of parity are? B. Brand Extension
A. Positive arising from the existence of C. Multi Brand
other associations
D. New Brand
B. Negative arises from the existence of
NARAYAN CHANGDER
other associations 547. This logo belongs to:
C. Positive for the brand
D. Negative for the brand
545. Which of the following does not form a

part of Kevin Keller’s Brand equity Model?
A. Resonance
B. Feelings
C. Perceived quality A. Windows
D. Judgements B. Staples
546. Milo (a chocolate milk flavoring brand) C. Post-It

used to be simply a powder to add to milk. D. Sticky-Notes

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PRACTICE BOOK» NOT FOR SALE

DESIGNED FOR SURE SUCCESS

JAI SHREE RAM

PRACTICE BOOK» NOT FOR SALE

It is my deepest gratitude and warmest

To my mother JOYTSNA CHANGDER

who has been a constant source of Knowledge and in-

The aim of this publication is to sup-

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4. WHERE WAS THE FIRST STORE OF LOTTE-

6. What is a brand mark? 11. Which of the following is most likely to be

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6. D 7. B 8. B 9. C 10. A 11. C 12. C 13. B 14. A

A. Brand comparison D. To offer incentives to consumers and

17. Tide is an example of a product brand. A. TRUE

B. False 23. “Taste the Feeling” is the tagline for?

18. A disadvantage of individual brands is that A. Cadbury

B. Setting advertising budgets 31. Sony Ericsson is an example of which type

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30. Awareness (Brand)

27. B 28. B 29. C 30. E 31. C 32. A 33. D 34. C 35. B

35. Whisper, Visa and Tropicana are examples B. FALSE

C. Loyal customers often pay by cash C. Personality

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48. Consumers’ perception about a brand, as

58. Determine which of the following is a true

57. A 58. B 59. B 60. A 61. A 62. A 63. D 64. A 65. B

C. market segment D. The tendency to always buy a particu-

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C. A trade character A. To increase customer loyalty

D. none of above B. To build trust

A. Switzerland 80. The oldest form of advertising.

78. Share (Market) C. Vimal

76. A 77. A 78. A 79. A 80. D 81. A 82. D 83. D

83. Procedure to adopt to assess the brand

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84. refers to a brands objective i.e. A. Domino’s pizza

A. The companies mission and voice D. LOVELY GIRLS

84. D 85. A 86. C 87. A 88. C 89. A 90. C 91. B 92. A

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105. Pizza Restaurant 109. The Body Shop successfully created a

111. The advertising designed to educate the

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123. Advertising is all about building A. a brand extension strategy

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D. none of above B. User Friendly

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143. What’s this brand’s slogan? D. All incorrect

147. A strong brand commands

148. includes two visual signals of a brand-

149. We call range width:

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151. What are some techniques used in Digital

B. Differences in consumer response B. Brand associations

159. This is the logo for?

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