Title: Branding
Course: Question Banks

Q: Tangible and intangible features like design, symbols, customer touch points, etc. differentiate the services and goods of one seller from another. These features create a psychological stimulus or trigger that causes associations with other ideas or thoughts about a seller. Which marketing term best fits this definition?
- exchange process
- product
- brand
A: brand

Q: What is considered an example of a brand as an identifier for a company or organization?
- a reputation in the marketplace that drives premium prices
- a company’s unique place in the customer’s mind based on past experiences
- design, term, name, sign, symbol
A: design, term, name, sign, symbol

Q: Which of the following is considered an example of a brand as a promise for a company or organization?
- the sum total of what individuals think, see, feel, know, hear, experience, and believe about a service or product
- the position an offering or company holds in a customer's mind that is based on past interactions and experiences
- a company’s promise of what its offerings will bring to an interaction with a person
A: a company’s promise of what its offerings will bring to an interaction with a person

Q: How does a brand create value for the consumer?
- creates distraction and mental clutter for a consumer
- helps develop loyalty for organizations and companies
- simplifies the choices a consumer has to make
A: simplifies the choices a consumer has to make

Q: How does a brand create value for an organization or company?
- simplifies the choices a consumer has to make
- creates distraction in a consumer's mind about a company
- decreases the loss of market share to competitors by communicating competitive advantages
A: decreases the loss of market share to competitors by communicating competitive advantages

Q: What do you call the type of brand that is about one individual or a few individuals?
- an event brand
- an individual brand
- a personal brand
A: a personal brand

Q: If a company provides an online service that delivers physical products and services but does not exist as a brick-and-mortar store, it is considered which type of brand?
- a media brand
- a private-label brand
- an e-brand brand
A: an e-brand brand

Q: A leading brand evoking a favorable or disagreeable emotional or mental association with it is the definition of:
- brand loyalty
- brand name
- brand equity
A: brand equity

Q: Roto Rooter is discussing measuring its brand equity. What reasons could the marketing team use to support why brand equity must be measured?
- Brand equity is easy to measure and can be accomplished with a few quantitative measures.
- Brand equity can be measured by universally accepted means of measurement.
- Brand equity is strategically important and correlates directly to Roto Rooter's profitability.
A: Brand equity is strategically important and correlates directly to Roto Rooter's profitability.

Q: A company wishes to measure its customers’ loyalty. What attribute of its brand could be used to assess this measurement?
- market price and distribution coverage of the brand
- leadership or popularity of the brand
- customer satisfaction with the brand
A: customer satisfaction with the brand

Q: One of the tools available for measuring brand equity was developed by Young & Rubicam. It is called the brand asset valuator. Which four consumer perspective dimensions does it use to evaluate a brand’s equity?
- differentiation, consumer preference, financial assets, relevance
- knowledge, consumer preference, esteem, relevance
- esteem, differentiation, relevance, knowledge
A: esteem, differentiation, relevance, knowledge

Q: When a company or brand measures the loyalty of its consumers who will repurchase or continue using its brand’s product or services, which psychological processes should be the main focus?
- repeat-purchase behavior, customers’ perception of price, commitment, split loyalties
- customers with shifting loyalty, customers’ perception of value, satisfaction
- brand trust, repeat-purchase behavior, customers’ perception of value, satisfaction, commitment
A: brand trust, repeat-purchase behavior, customers’ perception of value, satisfaction, commitment

Q: How does a company or brand create loyal consumers that will repurchase or continue using its product or services?
- create price wars with its competitors to encourage consumers to switch brands.
- generate promotions for the general market that are the same ones offered through a loyalty program.
- create loyalty programs and promotions encouraging action by the consumer.
A: create loyalty programs and promotions encouraging action by the consumer.

Q: A critical part of a brand's message to the market and consumers is to not only be relevant to customers and build credibility, trust, and loyalty, but also present coherent message differentiation of its product or service from the competition. This type of coherent, unifying brand messaging is known as:
- core values
- brand messaging
- consistency
A: consistency

Q: What is the goal of brand positioning?
- to create an image or feeling in a customer that brings recognition and delight
- to create a continually changing message to match the market's latest trends
- to explain its differentiating qualities to its target customers, why it is better, and why the superiority to its competitors matters
A: to explain its differentiating qualities to its target customers, why it is better, and why the superiority to its competitors matters

Q: If a consumer knows the exceptional experience a brand assures its consumers, and they count on the brand from year to year, then the consumer knows what about the brand?
- the brand’s positioning
- the brand’s core values
- the brand’s promise
A: the brand’s promise

Q: If a brand positioning statement is guided by principles that an organization uses to make decisions and conduct business then it is being driven by:
- the brand’s personality and voice
- the brand’s promise
- the brand’s core values
A: the brand’s core values

Q: The linguistic tone for all brand-related communications and promotions is defined as which of the following?
- brand core values
- brand positioning
- brand voice
A: brand voice

Q: To write an effective brand positioning statement, which of the following statement is true?
- It should focus on a specific target audience for a product.
- It needs to be written to be relevant to all audiences in the general marketplace.
- It should be written so that it appeals to a broader target audience.
A: It should be written so that it appeals to a broader target audience.

Q: Why is a company's brand name an integral part of its brand identity?
- It creates a touch point that groups together the competition in a consumer’s mind.
- It allows consumers to browse store shelves without the interference of preconceptions.
- It reflects the overall service or product positioning, image, and benefits.
A: It reflects the overall service or product positioning, image, and benefits.

Q: Which strategic steps should be determined before brainstorming on a brand name?
- screen for legal conflicts
- check if the brand name means something in other countries and languages
- decide whether the name is for the company’s own brand, for private-labeling, or for a mixed brand
A: decide whether the name is for the company’s own brand, for private-labeling, or for a mixed brand

Q: A company has just finished brainstorming around fifty names for its new product line. What are the next two steps it needs to take in the name development process?
- customer-test some of the names and make a final selection
- reserve international domain names and check domain name availability
- screen out problematic names and check for domain and social media availability
A: screen out problematic names and check for domain and social media availability

Q: Once a brand name makes it through the various steps, screenings, and selection, what last step should be taken to protect the new brand name?
- register the various internet domains for the new brand name
- customer-test the new brand name
- get a trademark for the new brand name
A: get a trademark for the new brand name

Q: What aspect of marketing contains, protects, displays, increases the utility, and promotes a product, as well as conveying the product and brand messages?
- advertising message
- promotion design
- packaging
A: packaging

Q: A medicinal product needs a new packaging design. What attributes do marketers need to ensure are built into the packaging for this product?
- affordability, distinction, aesthetic beauty
- aesthetic beauty, sustainability, convenience
- quality, safety, instructions, legal compliance
A: quality, safety, instructions, legal compliance

Q: A company making expensive watches for the jet-set crowd of international travelers should consider incorporating which elements of packaging to match its product and brand?
- safety, instructions, legal compliance
- affordability, improved utility, convenience
- distinction, aesthetic beauty, quality
A: distinction, aesthetic beauty, quality

Q: A company is deciding whether to allocate more of its budget toward product packaging. To justify this budgetary change, the marketing team must present compelling reasons to the management team. What is the most compelling reason they could present?
- Packaging is an undervalued asset.
- Packaging is a byproduct of customer demands and lifestyle.
- Packaging is the main tangible element for creating brand positioning associations in a potential consumer's mind and in underscoring a brand’s values and qualities in their products.
A: Packaging is the main tangible element for creating brand positioning associations in a potential consumer's mind and in underscoring a brand’s values and qualities in their products.

Q: An established company decides to redesign its logo and product packaging. Amongother considerations, the most important element it needs to address is how this change will affect customers’:
- use of its products
- product prioritization
- brand loyalty
A: brand loyalty

Q: Who is a brand's “legal owner”?
- an organization’s employees and management
- the consumers and customers of the brand
- generally the entity or person who legally filed the registration forms
A: generally the entity or person who legally filed the registration forms

Q: An organization’s management and marketing teams often speak of brand ownership. Brand ownership means:
- persuading consumers to believe a company’s message and to buy its services or products
- influencing an organization’s competitors to produce higher quality products or services
- an organization or company building a brand that reflects its values and principles and maintains that consistent message
A: an organization or company building a brand that reflects its values and principles and maintains that consistent message

Q: A consumer household cleaning products company, the Klean Kompany, has multiple products. Each is labeled with the Klean Kompany name, including Klean Kompany Disinfecting Wipes, Klean Kompany Kitchen Shine, and Klean Kompany Toilet Bowl Scrub.. Which branding strategy is Klean Kompany using to build its brand?
- house of brands strategy
- private label strategy
- umbrella branding strategy
A: umbrella branding strategy

Q: The Android open source operating system places its little green android icon on a variety of other manufacturers' products, like cell phones, tablets, and games. Which branding strategy is Android using to build its brand?
- competitive multi-brand strategy
- branded house strategy
- component branding strategy
A: component branding strategy

Q: The BeardHead company makes winter hats with attached beards. It had few funds for a marketing campaign, so it opted for a branding strategy: it gave hats to local celebrities to wear at an annual film festival. A handful of attendees in the crowd filmed the celebrities wearing the hats and sparked a small following for the hats on YouTube. What type of brand strategy did BeardHead select to grow its brand?
- place branding
- private labeling branding
- crowd-sources branding
A: crowd-sources branding

Q: What are some of the possible pitfalls of a co-branding strategy approach for a company?
- It may produce more new customers than one of the companies can manage.
- It allows the co-branding companies to enter new markets which may be too big.
- The companies involved in the co-branding may be unevenly matched.
A: The companies involved in the co-branding may be unevenly matched.

Q: What is the definition of brand licensing?
- introduction to a new variety of offerings within a product category
- the arrangement between two companies to work together and offer a single product that carries both company names
- renting or leasing the right to use a brand associated with a product or set of products for a certain period of time, and with a certain market, territory, or geography
A: renting or leasing the right to use a brand associated with a product or set of products for a certain period of time, and with a certain market, territory, or geography