Brand Management Multiple Choice Questions
1. …………refers to a brands objective (functional) attributes in relation to other brands.
a. Brand position
b. Product position
c. Brand relationship
d. Both a and b
2. ……defines what the brand thinks about the consumer, as per the consumer.
a. Brand attitude
b. Brand positioning
c. Brand relationship
d. Brand image
3. …………includes two aspects of a brand – its associations and its personality.
a. Brand attitude
b. Brand positioning
c. Brand relationship
d. Brand image
4. …………includes all that is linked up in memory about the brand. It could be specific to attributes, features, benefits or looks of the brand.
a. Brand attitude
b. Brand Associations
c. Brand relationship
d. Brand image
5. ……………includes two visual signals of a brand – its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.
a. Brand attitude
b. Brand Image
c. Brand Symbol
d. Brand Positioning
6.…………can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.
a. Brand Comparison
b. Cannibalization
c. Positioning
d. Brand Associations
7. A marketer needs to understand that some ‘general traits’ of a brand name are:
a. Easy to recognize
b. Easy to pronounce
c. Easy to memorize or recall
d. All of the above
8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band-aid and Ujala are the examples of………
a. Descriptive Brand Name
b. Suggestive brand name
c. Free Standing brand name
d. None of the above
9. Kadak, Xerox, Exxon, Fidji are examples of
a. Free Standing brand name
b. Descriptive Brand Name
c. Suggestive brand name
d. Both b and c
10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are examples of
a. Descriptive Brand Name
b. Suggestive brand name
c. Free Standing brand name
d. None of the above
11. Watches sold as a Jewellery is related to
a. Titan Raga
b. Tanishq
c. Swatch
d. GoldPlus
12. Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of
a. Benefit related positioning
b. Positioning by usage occasion and time of use
c. Category related positioning
d. Price Quality positioning
13. “Jod jo tootega nahin” tagline is related with brand……
a. M-Seal
b. Fevikwik
c. Fevicol
d. Ambuja cement
14. Lifebuoy – kills the germs you cannot see, is an example of
a. Emotional benefit related to positioning
b. Functional benefit related positioning
c. Usage occasion related to positioning
d. Health-related positioning
15. Match the correct
1. Close up i. Fresh
2. JK Tyres ii. Caring
3. J&J iii. In control
4. Liril iv. Confident
Options:
a. 1(ii), 2(iii), 3(i), 4(iv)
b. 1(ii), 2(iv), 3(i), 4(iii)
c. 1(iv), 2(iii), 3(ii), 4(i)
d. 1(ii), 2(iii), 3(iv), 4(i)
16. Which is not an example of Positioning by usage occasion and time of use?
a. Listerine – night time rinse
b. Nescafe – Great start to the morning
c. NIIT (Inspired……life begins at NIIT)
d. Domino’s (When families are having fun)
17. which of the following is not a clothing brand brand?
a. h&m
b. zara
c. nyka
d. raymonds
Answer: c. nyka
18. The brand element that specifies the location of web pages.
a. unique resource locator
b. uniform resource locator
c. unique reference locator
d. uniform reference locator
Answer: b. uniform resource locator
19. Relate marketing creates experiences by taking into account individual’s desire to be a part of the social context
a. permission marketing
b. experiential marketing
c. relationship marketing
d. one to one marketing
Answer: b. experiential marketing
20. It is used to identify the brand, to enhance brand awareness and to facilitate unique brand associations.
a. brand elements
b. brand personality
c. brand positioning
d. brand marketing
Answer: a. brand elements
21.———–is the difference between what a brand promises to deliver in its communications and what it actually does
a. brand differentiati on
b. brand gap
c. brand communicati on
d. brand extension
Answer: b. brand gap
22. Three fundamental pricing approaches are market skimming pricing, neutral pricing, and?
a. word-of- mouth pricing
b. fair pricing
c. market penetration pricing
d. niche pricing
Answer: c. market penetration pricing
23. Customize products and services
a. one to one marketing
b. cause marketing
c. standardized marketing
d. relationship marketing
Answer: a. one to one marketing
24. It is an approach of selling goods and services in which a prospect explicitly agrees in advance to receive marketing information
a. green marketing
b. cause marketing
c. relationship marketing
d. permission marketing
Answer: d. permission marketing
25. The Drivers that differentiate and identify the brands are classified as?
a. brand emotions
b. brand elements
c. brand conversation
d. brand judgment
Answer: b. brand elements
26. The series of procedure in which customer is focused , helps to access brand’s health and
a. brand audit
b. brand tracking
c. brand valuation
d. brand evaluation
Answer: a. brand audit
27. is as if ‘ making the brand come alive’.
a. brand personality
b. brand image
c. brand audit
d. brand value
Answer: a. brand personality
28. is a measure of the attachment that a customer has to a brand
a. brand loyalty
b. brand equity
c. brand recall
d. image
Answer: a. brand loyalty
29. may be tested in two forms: Aided recall & Unaided recall
a. brand recall
b. brand awareness
c. relevance
d. price
Answer: a. brand recall
30. What is more important in brand equity?
a. quality
b. quantity
c. customer perception
d. customer experience
Answer: a. quality
31. Amul Masti Dahi is an example of:
a. line extension
b. brand extension
c. category extension
d. brand discontinuati on
Answer: b. brand extension
32. Helps consumers to justify their self worth to others or themselves
a. cause marketing
b. brand reinforceme nt
c. global brands
d. brand enrichment
Answer: a. cause marketing
33. Another way of getting the brand revitalized is through the _
a. positioning
b. segmenting
c. targeting
d. repositioning
Answer: d. repositioning
34. can be seen in the way the customer thinks, feels, perceives the product along with its price and market position
a. brand extension
b. brand diversificatio n
c. brand equity
d. brand profit
Answer: c. brand equity
35. Digital branding, in general need to have the consumer- specific orientation addressed to consumers in a context
a. geographic
b. natural
c. confined
d. cultural
Answer: d. cultural
36. Brand Asset Valuator (BAV)
a. comparative
b. qualitative
c. quantitative
d. price
Answer: a. comparative
37. analysis aims to find the optimum positioning between low-price-low- quality and High- Price-High-quality
a. market
b. brand
c. conjoint
d. price
Answer: c. conjoint
38. ………defines what the brand thinks about the consumer, as per the consumer
a. brand attitude
b. brand positioning
c. brand relationship
d. brand image
Answer: a. brand attitude
39. The comparison of brand equity from thousands of different brands with several categories is called?
a. brand preference valuator
b. brand differences valuator
c. brand similarities valuator
d. brand asset valuator
Answer: d. brand asset valuator
40. _is the added value endowed on services and products.
a. brand value
b. brand strategy
c. brand equity
d. brand image
Answer: c. brand equity
41. Four P’s was initially expressed by?
a. e j mccarthy
b. kotler
c. rob gray
d. mishkin
Answer: a. e j mccarthy
42. In BVA, the measurement of loyalty perceptions and how well brand is respected is classified as?
a. perceived esteem
b. esteem
c. energized esteem
d. energized similarities
Answer: b. esteem
43. Content Marketing consists of
a. slogans
b. blogging
c. jingles
d. logos
Answer: b. blogging
44. helps make purchasing
a. brand
b. branding
c. brand identity
d. brand essence
Answer: b. branding
45. Which of the following statement is TRUE? A. Brand-essence serves as a metric to evaluate buyer’s marketing strategies. b. Branding is a useless tool to differentiates the product and the producer C. Brands give consumers a reason to share the opinions positively D. Brand can be copied easily
a. a
b. b
c. c
d. d
Answer: c. c
46. The model describes how to create intense, activity loyalty relationships with customers.
a. brand positioning
b. brand resonance
c. brand value chain
d. brand identity
Answer: b. brand resonance
47. Under Keller’s Brand Equity Model For Building A Strong Brand “What do I think or feel about you?” mean
a. brand identity
b. brand meaning
c. brand responses
d. brand relationships
Answer: c. brand responses
48. A brand identify is the centring idea of business
a. organisation
b. community
c. personality
d. marketing
Answer: a. organisation
49. A brand is defined as an _.
a. tangible assets
b. intangible asstes
c. long term asstes
d. short term asstes
Answer: b. intangible asstes
50. “Just Do It” is a tagline of which brand?
a. puma
b. adidas
c. nike
d. louis vitton
Answer: c. nike
51. It is a form of advertising which focuses primarily on helping consumers experience a brand.
a. experiential marketing
b. managemen t marketing
c. one to one marketing
d. cause marketing
Answer: a. experiential marketing
52. Short term
a. trade
b. push money
c. trade contest
d. price deal
Answer: a. trade
53. The offering of all brands and the brand lines by a particular company is considered as?
a. company portfolio
b. brand line portfolio
c. brand portfolio
d. corporate portfolio
Answer: c. brand portfolio
54. The abililty of the marketing program to affect the customer mind-set will depend on its
a. technonlogy
b. salesperson
c. quality
d. price
Answer: c. quality
55. In this marketing, the privilege (not the right) of delivering anticipated, personal and relevant messages is only to those people who actually want them.
a. relationship marketing
b. permission marketing
c. experiential marketing
d. one to one marketing
Answer: b. permission marketing
56. Distribution channel’s are categorized by number of intermediaries among manufacturers and?
a. employees
b. customers
c. employers
d. producers
Answer: b. customers
57. Which of the following car brand no longer exists?
a. maruti suzuki
b. tesla
c. bmw
d. hummer
Answer: d. hummer
58. This majorly focuses on maintaining the Brand Equity
a. sponsorship
b. modifier
c. brand reinforcement
d. branding
Answer: c. brand reinforcement
59. A Challenge in marketing of services is that they are
a. perishable
b. tangible
c. intangible
d. physical
Answer: c. intangible
60. The act of creating a brand is
a. branding
b. brand management
c. brand hierarchy
d. brand building
Answer: a. branding
61. The ad campaign ” din hai suhana aaj pehli tarik hai” is of
a. bornvile
b. cadbury
c. nestle
d. amul
Answer: b. cadbury
62. _______ are short phrases that communicate persuasive information about the brand
a. slogans
b. visual
c. jingle
d. logo
Answer: a. slogans
63. _____ occurs when the brand makes consumers feel better about themselves
a. social approval
b. excitement
c. self respect
d. security
Answer: c. self respect
64. ____methods are ideal for measuring brand association
a. qualitative research
b. awareness
c. recognition
d. building
Answer: a. qualitative research
65. Brand feelings are customers
a. emotional responses
b. rational responses
c. moral responses
d. direct responses
Answer: a. emotional responses
66. ____ is the structure of brands within an organisational entity
a. brand recognition
b. brand equity
c. brand architecture
d. brand monitoring
Answer: c. brand architecture
67. Cause Related Marketing was introduced by
a. varadarajan and menon
b. n r narayan murthy
c. rajshree birla
d. ratan tata
Answer: a. varadarajan and menon
68. _____ refers to the word, phrase or clause that functions as an adjective or adverb to qualify the meaning of the other word.
a. green marketing
b. brand reinforcement
c. global brands
d. modifier
Answer: d. modifier
69. A brand is defined as an asset.
a. liquid
b. fixed
c. current
d. intangible
Answer: d. intangible
70. Which of the following is not an objective of Brand management?
a. to establish an identity for the product or a group of products.
b. to establish an identity for the product or a group of products.
c. to do telly calling and acquire sales
d. to acquire place for the product in consumers’ minds for high and consistent quality.
Answer: c. to do telly calling and acquire sales
71. 3 C’s of branding are , consistency and constancy.
a. continuity
b. coverage
c. collaboration
d. clarity
Answer: d. clarity
72. Brand –are a means to provide in-depth information and insights essential for setting long-term strategic direction for the brand
a. audit
b. edit
c. recalling
d. rejuvenating
Answer: a. audit
73. A is a specific item that different organisations sell in the market to their consumers with the sole purpose of making profits.
a. market
b. goods
c. product
d. things
Answer: c. product
74. This is a scenario in which the customers have too limited a awareness of the brand.
a. under positioning
b. over positioning
c. confused positioning
d. double positioning
Answer: b. over positioning