Học kỳ II- Năm học 2023-2024

FACULTY OF BUSINESS ADMINISTRATION

MID-TERM TEST PAPER Môn: BRAND MANAGEMENT
(07 Pages) Thời gian làm bài: 90’
MIDTERM TEST (Sinh viên được sử dụng tài liệu)
BẬC ĐẠI HỌC – HỆ CHÍNH QUY
INSTRUCTIONS TO CANDIDATES/ HƯỚNG DẪN CHO THÍ SINH
1. This is a OPEN BOOK personal examination paper.
2. Write your answers down in HARD COPY 3. This test
is included 4 parts (10.0 points):
⎯ Part 1: True or False (2.0 points)
⎯ Part 2: KCMs (2.0 points)
⎯ Part 3: Short Qs./As. (3.0 points)
⎯ Part 4: Mini case study solution (3.0 points)

PART 1: MULTIPLE CHOICES (2.0 marks)

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

PART 2: KEY CONCEPT MEANINGS (2.0 marks)

Please fill in with the most approriate key word

1. Top of mind (TOM.) 11. Points-of-difference (POD.)

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

PART 3: SHORT ANSWER (3 marks) Please write briefly the perfect exam answer
on answer sheet or your separate papers

1. What are the six “brand building blocks” subdimentions, in the company aspect or CBBE Pyramid
in customer perspective? (1,0 marks)
salience, performance, imagery, judgments, feelings and resonance.

2. “Brand is all about ASSOCIATIONS in the customers’ mindset”. Are you for the mentioned brand
concept? Give an example? (1,0 marks)

Yes, I agree with the statement that "brand is all about associations in the customers' mindset.
These associations can include everything from the product's quality and reliability to its image,
values, and the experiences it offers. Brand association refers to the mental connections and
perceptions that consumers have about a brand. a brand's success depends on the perceptions
and associations it creates in the minds of its target audience.

For example, when people think of Apple, they often associate it with innovation, sleek design,
and premium quality. These associations are crucial for shaping consumer perceptions and
preferences towards a brand.

3. Write your owned Group Project’s Brand Idea/Concept and shortly explain what it is all about (1,0
marks)
KizzUp aims to revolutionize the way children learn and grow by combining entertainment and
education in a fun and innovative way. The brand envisions a world where play and learning
experiences bring children together, fostering joy and creating lasting memories. KizzUp's mission is
to create value that nourishes the soul, employ psychological practices tailored to different age groups
and utilize the enthusiasm and kindness of its educators. In essence, KizzUp strives to be a global
leader in the education industry, celebrated for its innovation, commitment to quality, and dedication to
satisfying parents, while providing children with a supportive and enriching environment for learning
and development.

PART 3: MINI CASE STUDY SOLUTION (3.0 marks)

Read the article and then have a go at the questions below:
SIMPLY "J'ADORE DIOR”/ I LOVE DIOR
Christian Dior group recorded revenue of €79.2 billion in 2022 and profit from recurring
operations of
€21.0 billion, both up 23%. All business groups achieved significant organic revenue growth over
the year. Fashion & Leather Goods notably reached record levels, with organic revenue growth of
20%. Profit from recurring operations stood at €21.0 billion for 2022, up 23%. Operating margin
remained at the same level as 2021. Group share of net profit was €5.8 billion, up 17% compared
to 2021. Operating free cash flow surpassed €10 billion. Above all, Dior's brand value has also
increased significantly in recent years, reaching an estimated $8.9 billion in 2022.
(Interbrand.com).
We all know that Dior was established by Mr. Christian Dior in Paris in 1947. Dior comes in top
20 fashion brands of the best fashion luxury brands in the world in 2023. Everything Christian
Dior takes on becomes a top-class product. Christian Dior’s brand concept is primarily a lover
brand, which stands for femininity, elegance, glamour and sensuality. “Our Maison/House
reinvents the inestimable heritage and savoirfaire/expertise inspired by Monsieur Dior, a dream
that embodies Parisian haute couture/high fashion. We share this dream with our customers
around the world through our values of excellence, innovation and bold creativity.” wrote CEO
Delphine Arnault /LVMH.
With 245 boutiques around the world, are located in over 60 countries, on all six continents. The
majority of Dior boutiques are located in Europe (75), followed by Asia (65), North America (30),
South America (15), the Middle East (15), and Africa (10) and others. Dior boutiques offer a wide
range of products, including clothing, accessories, jewelry, perfumes, and cosmetics. The
boutiques are also home to Dior's haute couture collections, which are among the most prestigious
and expensive in the world. Dior's target audience is affluent women who appreciate luxury,
femininity, and heritage. The brand's products are particularly popular among millennials and Gen
Z consumers, who are drawn to Dior's innovative and fashion-forward designs. Dior has cultivated
a distinct brand image that is synonymous with elegance, luxury, and femininity. The brand
positions itself as a symbol of timeless sophistication and couture craftsmanship.
Dior never compromise with the quality of the product. Dior owns six principal product lines and
all of them target at the high-end market: Christian Dior Couture, which includes women’s wear,
menswear as well as children’s wear, Wines and Spirits, Fashion and Leather Goods, such as Lady
Dior, Be Dior bags, Perfumes and Cosmetics, Watches and Jewelry, and Selective Retailing. (Dior
2015). Below are the reasons why Dior products are so expensive. The first and most important
reason for it is never compromise with the quality of the product. It uses the top-level raw material
for products to make. The second, Dior products are designed by world class designers. Dior's
designs often have a feminine and romantic feel, with flowing fabrics, delicate details, and soft
colors. Dior's designs have a classic, timeless feel, but with a modern twist. The third, all produtcs
are made by hands and Dior spends huge amount of money on their store’s interior. When you
enter in any Dior store it will give a feel of luxury and spends more money on their staff.
“Whatever you do – whether for work or pleasure – do it with passion! Live with passion,” wrote
Christian Dior’s identity. That’s why he thought the redesign and redefine the clothing product. He
started his journey as redesigning women clothing products. He introduced his designs as a ‘New
Look’ in the market and the popularity of Dior products were increasing day by day. His visionary
spirit celebrated and enchanted women the world over. Dior is known for its feminine and
romantic designs. The brand's products are designed to appeal to women who want to feel
feminine and confident.
The luxury brand’s logo immortalizes the name of its creator. Christian Dior uses a logo with its
name. Christian Dior traditions and heritage are reflected in the minimalistic logo. The Dior logo
has most likely been designed to evoke a feeling of luxury and originality, two core values which
the brand seems to strongly embrace. Despite the fact that the brand represents the luxury industry,
its style is very simple and understated. A clear word mark without unnecessary elements makes
the fashion house easily recognizable. At the same time, it is associated with aristocracy,
sophistication, prestige, glamor, and wealth. Since the early 2000s, Dior has used the slogan
"J'adore Dior", which means "I love Dior" in French. The slogan is simple yet effective, and it
conveys the brand's core values of luxury, glamour, and femininity.
As for Dior’s marketing strategies are very tough task to reach to the focused audience. In the
starting phase of this company popular producers and directors hired Mr. Christian Dior for
designing dresses for their film female actresses. Dior is associated with Hollywood and the red
carpet. The brand's products and marketing campaigns are designed to make consumers feel
glamorous and special. In 1950 Mr. Christian Dior created every faces and clothing for lead
actress of Alfred Hitchcock. Dior is a luxury brand that uses the finest materials and craftsmanship
in its products. The brand's products are priced accordingly, but they are seen as a worthwhile
investment by consumers who appreciate quality and luxury. Then after 1957 the company was
directed by his senior artist Yves Saint Laurent. Because of the good direction company has
reached at his good position and became popular.
Dior create a virtual world where customers can explore the brand's products and history. This
would be a great way to reach younger consumers and to create a more immersive shopping
experience. Besides, Dior uses a premium pricing strategy that Dior prices its products higher than
its competitors in order to create a perception of luxury and exclusivity. In fact, Dior faces
competition from several notable luxury fashion brands that operate in a similar market segment
such as Chanel, Hermès, Louis Vuitton, Givenchy (French luxury brands) and Gucci, Prada
(Italian luxury brands). Dior only makes luxurious advertisement and professional photography to
be popular between middle class and lower middle class. Dior brand's products and marketing
campaigns are all designed to appeal to consumers who appreciate luxury and sophistication. The
advertisement of Dior is so targeting that most of the rich audience is converted into the buyer. It
targets between age group of 14-40 because 14-50 age group is fashion oriented. Dior promotion
is done through collaring with Hollywood celebrities, hosting exhibition, sponsoring world-
famous fashion shows etc. Dior also follows various distribution channel to distribute products in
market. It uses e-commerce, exclusive stores, multi brand stores, high class supermarkets etc. The
logic behind to do this is the repetition of brand name into customer mind and eyes frequently for
customer all the time. In fact, simply “I love Dior” !

Questions:
1. Make a brief of Dior’s brand perfomance such as: its’ history and heritage, brand growth,
productbrand portfolio, brand consumer touchpoints, and etc. (1 marks)

History and Heritage:

 Founded by Christian Dior in Paris in 1947.

 Known for its iconic "New Look" designs that revolutionized women's fashion.
 Tradition of excellence, craftsmanship, and luxury spanning over seven
decades.

Brand Growth:

 Recorded revenue of €79.2 billion in 2022, with a 23% increase from the
previous year.
 Profit from recurring operations also increased by 23%, reaching €21.0 billion.
 Dior's brand value reached an estimated $8.9 billion in 2022, according to
Interbrand.

Product Brand Portfolio:

 Six principal product lines targeting the high-end market: Christian Dior
Couture, Wines and Spirits, Fashion and Leather Goods, Perfumes and
Cosmetics, Watches and Jewelry, and Selective Retailing.
 Offers a wide range of products including clothing, accessories, jewelry,
perfumes, and cosmetics.
 Haute couture collections renowned for their prestige and craftsmanship.
Brand Consumer Touchpoints:

 245 boutiques worldwide, located in over 60 countries across all six continents.
 Boutiques offer a luxurious and immersive shopping experience, showcasing
Dior's products and heritage.
 Dior's online presence through e-commerce platforms provides accessibility to
a global audience.
 Collaborations with Hollywood celebrities, sponsorship of fashion shows, and
hosting exhibitions contribute to brand visibility and prestige.

2. What is Dior brand idea/concept? (1.0 points)

Dior's brand concept revolves around luxury, innovation, and femininity. It embodies
sophistication and couture craftsmanship while celebrating its rich heritage and visionary founder,
Christian Dior. With a global reach and emphasis on passion and excellence, Dior creates
premium products that empower customers and evoke glamour and confidence.

3. Describe shortly the 6 brand building blocks /CBBE mode of Dior Brand. (1.0 points)

1. Brand Salience:
- Recognizable logo and iconic association with luxury fashion.
- High-profile presence in Hollywood and on the red carpet.

2. Brand Performance:
- Consistently delivers superior quality across all product lines.
- Commitment to excellence and innovation in design and craftsmanship.

3. Brand Imagery:
- Reflects concepts of femininity, elegance, glamour, and sensuality.
- Designs, marketing campaigns, and store environments embody these values.

4. Brand Judgement:
- Perceived as a symbol of timeless sophistication and couture craftsmanship.
- Associated with prestige, exclusivity, and luxury.
5. Brand Feelings:
- Evokes passion, romance, and confidence among consumers.
- Creates emotional connections through designs, messaging, and endorsements.

6. Brand Resonance:
- Builds loyalty through heritage, craftsmanship, and aspirational lifestyle.
- Reinforces position as a leading luxury fashion house, driving repeat purchases and advocacy.