STRATEGIC BRAND MANAGEMENT

QUIZ

Submitted By:
Aparna Shaji
215118005
 BRAND MANAGEMENT QUIZ

1.……………… refers to the ability to recall and recognize brand

a) Brand attitude
b) Brand awareness
c) Brand image
d) Brand positioning

2. Brand management came into being for which of the following reasons:
a) Companies wanted to achieve scale economies
b) It supplemented financial management practices
c) It suited production and operations personnel
d) Companies wanted to differentiate their products and highlight distinctions in a
competitive environment

3. Consumers’ ability to confirm the brand prior to exposure is ………….

a) Brand image
b) Brand loyalty
c) Brand recognition
d) Brand attitude

4. Ability to retrieve brand from memory when product category is given is ………..
a) Brand recall
b) Brand recognition
c) Brand loyalty
d) Brand image

5. A strong brand commands

a) Intense consumer loyalty
b) Intense employer loyalty
c) Intense employee loyalty
d) None of the above

6. In strategic brand management, focus is on

a) Brand positioning
b) Brand marketing
c) Brand performance
d) All of the above

7. Components of a brand that identify and differentiates it

a) Differentiator
b) Identifiers
c) POP
d) Brand elements

8. Which of the following statement is true

a) Branding helps in identification of source of product
b) Branding helps in reducing risk
c) Branding acts as a symbol of quality
d) All of the above
9. Marketers can apply a branding on

a) Physical good
b) A service
c) A store and organization
d) All of the above

10. Building an image in prospects mind is

a) Brand positioning
b) Brand recall
c) Brand image
d) Brand management

11. Design and implementation of market programs and activities to build, measure and
manage brand equity is
a) Brand awareness
b) Strategic brand management
c) Brand recognition
d) Brand image

12. In strategic brand management, focus is on

a) Brand positioning
b) Brand marketing
c) Brand performance
d) All of the above

13. Who defined Brand as “ Intangible sum of Product Attributes”

a) Leo Burnett
b) William Bernbach
c) David Ogilvy
d) Albert Lasker

14. Who from the following list claims this as a definition of a brand
“A name, term, sign, symbol, or design, or a combination of them, intended to identify the
goods or services of one seller or group of sellers and to differentiate them from those of
competitors.”
a) Riezebos
b) Keller
c) The American Marketing Association
d) Assael

15. Consistency in product mix refers to how closely related are various product lines
a) True
b) False

16. We use associations made about brand names and product attributes, as cues to;

a) Retrieve information about product quality

b) Retrieve information about product performance
c) Assure ourselves of our brand preferences
 d) Remind ourselves about product benefits

17. Brand personality refers to the emotional traits relating to lifestyle and perceived values.
a) True
b) False

18. Which of the following is created by management for the consumer and for the company
through good brands:
a) Value
b) Price
c) Cost
d) Rate

19. Introducing additional items in the same product category by adding new flavors, forms,
colors, ingredients or package sizes, under the same brand name, is known as:
a) Service intangibility
b) Product mix
c) Line extensions
d) Interactive marketing

20. A strong brand refers to which one of the following?

a) Offers greater potential to charge a premium price
b) Helps to recover development and launch costs
c) Provides large base of loyal customers
d) All of the above

21. ………. Is the total number of items in the Product mix

a) Product width
b) Product length
c) Product depth
d) Consistency

22. Brands perform two major roles for consumers for consumers which are the functional and
……….. roles of brands
a) Informational
b) Emotional
c) standardisation
d) Challenging

23. What is the added value endowed on products and service, which reflects the way
consumers think, feel and act with respect to the brand, as well as in the prices, market share
and profitability the brand commands called?
a) Brand equity
b) Brand manager
c) Brand audit
d) Brand mantra

24. Number of varieties of products in product mix are referred to as

a) Product width
b) Product length
 c) Product depth
d) Consistency

25. In branding ………… matters

a) Somethings
b) Everything
c) Cost and Sales
d) Nothing
ANSWER KEY

1. B
2. D
3. C
4. A
5. A
6. D
7. D
8. D
9. D
10. A
11. B
12. D
13. C
14. C
15. A
16. B
17. A
18. A
19. C
20. A
21. B
22. B
23. A
24. C
25. B