Brand Management 1

Frage	Antworten
Which of the following options refers to the knowledge associations consumers make this in turn determines the value of the brand within the market place? A. Brand positioning B. Brand equity C. Brand audit D. Brand value.	B. Brand equity
When the Apple iPad is placed next to competing tablets, it is distinguished from other tablet brands, and many consumers would opt for its branded tablet due to the perceived value embedded in the product. Which option best describes the above scenario A. Positive differentiation response B. First to be recalled from memory C. Willingness to pay a premium price D. The brand is the first to be recommended.	A. Positive differentiation response
In an organisation, the following are classified as intangible assets with the exception of, A. Brands B. Employees C. Goodwill D. Capital	D. Capital
When determining the strength of a brand three aspects are considered. Which of the following options relates to the question of awareness? A. Do consumers associate this brand with a certain product? B. How do consumers feel or react when hearing the brand mentioned? C. Do they refer to this brand in normal everyday conversations? D. Do they spontaneously think of and associate this brand with a certain product?	C. Do they refer to this brand in normal everyday conversations?
According to Interbrand (2015) the following brands were in top five with the exception of; A. Samsung B. Google C. Microsoft D. Apple	A. Samsung
Whenever, Josphat thinks of buying a car – the BMW brand comes to mind. Which of the following words best describes Josphat’s experience? A. Recognition B. Recall C. Dominant brand D. All of the above	B. Recall
George repeatedly purchases the Toyota brand. Which of the following words describes the reason for George’s repeated purchases. A. Brand loyalty B. Brand awareness C. Brand audit D. Brand value	A. Brand loyalty
Select the correct option. The customer –based brand equity model (CBBE) is also known as __________ A. Aaker’s model B. Keller’s model C. Interbrand model D. None of the above	B. Keller’s model
With Keller’s (2008) four building blocks of brand equity in mind, which question will you apply to determine brand meaning amongst consumers. A. Who are you? B. What about you and me? C. What are you? D. What about you?	C. What are you?
Which of the following statements best describes the benefits of strong brand equity as a driver of shareholder value. A. The more trust and value the consumer places in the brand, the less they will resist price increases. B. More people being aware of the brand and purchasing the brand will lead to greater loyalty and will increase brand equity C. The greater the number of loyal consumers a brand attracts , the smaller the threat from competitors becomes D. The more recognizable a brand and the more associations are influenced by the brand, the more prone consumers will be to buy the specific brand, which leads to a greater profit for the company	D. The more recognizable a brand and the more associations are influenced by the brand, the more prone consumers will be to buy the specific brand, which leads to a greater profit for the company.
The _________ allows for a comparison between branded products and the pricing associated with the products. This is done to determine if the premium price is deterring the consumers to remain loyal to the brand A. Marketing based method B. Brand based comparative method C. Conjoint method D. Holistic method	B. Brand based comparative method
Which of the following brand architecture provides the advantage of little or no confusion about who is offering you a particular product or service A. Free standing B. Hybrid C. Monolithic D. Endorsed	C. Monolithic
Proctor & Gamble is the parent of a number of brands; Pringles, Old Spice, Luvs Diapers and Gillette. Which of the following brand architecture best describes the Proctor & Gamble brand A. Freestanding B. Hybrid C. Monolithic D. Endorsed	A. Freestanding
You have been tasked to identify a brand architecture system, which utilities the aspects of all three traditional brand architecture systems. Which of the following options is the most suitable? A. Free standing B. Hybrid C. Monolithic D. Endorsed	B. Hybrid
Select the appropriate option, which relates to a marketing partnership between at least two different brands of goods or services. A. Co-branding B. Double branding C. Merge branding D. Family branding	A. Co-branding
Select the correct option. The best strategy on this brand is to harvest. A. The cash cow B. The stars C. Dogs D. Wild cats	A. The cash cow
What would you consider the main reason for trademarks? A. Competitors will be able to imitate your products B. It gives you an exclusive right to use your brand logo C. You can charge premium prices on your products D. It motivates employees to work hard	B. It gives you an exclusive right to use your brand logo
Montague manufacturers chose to get rid of its four brands and remain with one, which most customers were loyal to. What name best describes that brand? A. The cash cow B. The star C. Dogs D. Wild cats	A. The cash cow
Which of the following options best describes co-branding A. The brands use one name B. The organisations brands are combined with competitor’s brands C. The organisations brands are well known in the market D. Two brands come together to form one new brand	D. Two brands come together to form one new brand
Who is vested with the authority of registering trademarks in South Africa? A. Department of Labour B. Department of trade and industry C. Companies and Intellectual Property Commission D. All of the above	C. Companies and Intellectual Property Commission
Which of the following types of trademarks indicate certain properties of the product or brand, rather than the origin A. Ordinary B. Collective C. Certification D. Sound	C. Certification
Which of the following economic systems are often characterised by hyper – consumption? A. Traditional B. Command C. Capitalism D. Mixed	C. Capitalism
The following statements are INCORRECT with regard to innovation; with the exception of; A. Innovation is not the same as invention B. Innovation need to be a major overhaul of an existing brand C. Innovation mean bringing a grand and complicated idea D. Innovation necessarily mean creating something new	A. Innovation is not the same as invention
RSS is an acronym for A. Real system surveillance B. Real services site C. Really simple syndication D. Real search services	C. Really simple syndication
At G-West Mahalape when a customer buys a product/ service – an email will be sent to the customer thanking the customer for their ongoing support. Which of the following unconventional brand strategies are employed at G-West Mahalape? A. Differentiation B. Quality C. Controversy D. Gratitude	D. Gratitude
Which of the following options is the real goal of modern brands? A. To charge premium prices and outbid competitors B. To forge a meaningful relationship with customers C. To have strong brands and have monopoly D. To position the brand well	B. To forge a meaningful relationship with customers
Why is it important to have a brand vision? A. It keeps the consumer’s focused on the bigger picture of the brand B. It is the platform on which a brand is built C. It helps the brand manager to focus on the bigger picture D. It serves as a guideline for creatives when designing the packaging of the products	B. It is the platform on which a brand is built
Every brand needs to have principles or standards, because without them they would have little character or personality. Which of the following options best describes this concept? A. Brand value B. Brand statement C. Brand vision D. Brand identity	A. Brand value
The Mercedes Benz brand gives consumers increased confidence, strength, security and vitality. Which of the following options summarises this idea? A. Eliciting joy B. Enabling connection C. Inspiring exploration D. Evoking pride	D. Evoking pride
In 2015, it became known that Volkswagen (VW) had been lying to consumers for some time about its vehicle emissions. That was against its ______ A. Brand vision B. Brand mission C. Brand values D. Brand audit	C. Brand values
Select an appropriate option, which relates to the outside- in approach with regard to brand alignment. A. How can we deliver great value to our customers? B. What are our strong and weak points? C. How should we spend our money? D. How can we keep our staff motivated so that they are happy and efficient?	A. How can we deliver great value to our customers?
Which of the following companies adopted the outside- in approach on brand alignment? A. Nokia B. Uber C. Kodak D. All of the above	B. Uber
Which of the following options best describes Richard Branson’s philosophy with regard to brand management? A. Employees should be treated in a similar fashion with customers B. Brands are the most important assets at Virgin C. The adoption of the outside- in approach in brand alignment D. Believes that employees are the brand ambassadors	D. Believes that employees are the brand ambassadors
Which of the following statements is a consequence of brand misalignment? A. Team members full potential is realised and their talent utilised , which is motivating for them B. Consistent service delivery may occur C. Open communication become the order of the day D. A lack of clear expectations can create confusion and conflicts within teams	D. A lack of clear expectations can create confusion and conflicts within teams
_________ refers to the emotional and intellectual commitment of an individual or group to build and sustain strong business performance. A. Motivation B. Engagement C. Alignment D. None of the above	B. Engagement
To instill true brand alignment, everyone needs to reflect the brand values. Which of the following communication channels is the most preferred? A. Top to bottom B. Bottom to up C. Lateral D. Horizontal	A. Top to bottom
Malema Technologies reviews its current brand at regular intervals to ensure that it is still relevant and occupies a favourable position in the minds of consumers. What option best describes that act? A. Brand essence B. Brand identity C. Brand positioning D. Brand audit	D. Brand audit
Which of the following options involves describing each product or service by identifying all the brand elements and the supporting marketing programme associated with the product or service. A. Brand essence B. Brand identity C. Brand positioning D. Brand inventory	D. Brand inventory
The following are Coca cola’s objectives. Which of the below options describes its concern for the planet? A. Maximise long-term return to share owners, while being mindful of our overall responsibilities B. Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs C. Be a responsible citizen who makes a difference by helping build and support sustainable communities D. Be a great place to work, where people are inspired to be the best they can be	C. Be a responsible citizen who makes a difference by helping build and support sustainable communities
Which of the following objectives is a short-term objective? A. To relocate to new premises within the next 18 months B. Positioning our company as an industry leader in the next five years C. To increase profits by 15% within a year D. Launching a new and updated website	D. Launching a new and updated website
Identify the correct option which analyse the impact of PESTEL factors on organisations A. Macro environment B. Micro environment C. Market environment D. All of the above	A. Macro environment
What is the correct name used to describe companies in the same industry that sell similar products or services to customers? A. Corporation B. Distributors C. Customers D. Competitors	D. Competitors
Which of the following sentences is correct with regards to point - of - difference associations? A. Those associations that are not necessarily unique to the brand but may be shared with other brands B. Attributes or benefits that consumers strongly associate with a brand C. Functional attributes of a brand, which are similar to competitors brand D. The promises made to consumers by a brand	B. Attributes or benefits that consumers strongly associate with a brand
Brand objectives are derived from __________. A. Brand vision B. Brand mission C. Brand statement D. Brand essence	A. Brand vision
Which of the following brand architecture systems are also referred to as ‘the branded house’? A. Free standing B. Hybrid C. Monolithic D. Endorsed	C. Monolithic
What is the name given to the various brands marketed by a company, within a particular product category? A. Brand inventory B. Brand portfolio C. Brand audience D. Brand essence	B. Brand portfolio
Which of the following options best describes the act of developing a marketing strategy that aims to make a brand occupy a distinct and valued position, relative to competing brands in the minds of the customer? A. Brand positioning B. Brand exploratory C. Brand audit D. Brand segmentation	A. Brand positioning
The following factors are considered in brand exploration with the exception of; A. Brand position B. Target audience C. Brand portfolio D. Brand inventory	D. Brand inventory
Which of the following options is the first step when conducting a brand audit? A. Brand inventory B. Brand exploratory C. Brand portfolio D. Brand position	A. Brand inventory
Organisations make use of a brand positioning strategy in order to highlight the _______ of their brand. A. Characteristics and features B. Emotional value C. Vision and mission D. Purpose	A. Characteristics and features

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	Erstellt von Bradley Davies vor fast 6 Jahre