test quiz1

According to Interbrand’s 2020 Best Global Brand report, the number one brand is ______ while the number two is ________.

• A. Google; Apple

• B. Coca-Cola; Amazon

• C. Apple; Amazon

• D. Microsoft; Coca-Cola

According to AMA (American Marketing Association), a brand is a “name, term, sign, symbol, or design, or a combination of them, intended to ________ the goods and services of one seller or group of sellers and to ________ them from those of competition.”

• A. compete; challenge

• B. identify; challenge

• C. identify; differentiate

• D. separate; differentiate

What is the level of meaning for a product that equips with the augmentations and transformations for the future consumer market?

• A. Expected product

• B. Generic product

• C. Augmented product

• D. Potential product

Which of the following is not one of the major steps for strategic brand management process?

• A. Identifying and developing brand plans

• B. Designing brand extension strategies

• C. Designing and implementing brand marketing programs

• D. Growing and sustaining brand equity

The psychological response to a brand can be as important as the physiological response to the product. Coke’s brand image certainly has ________ component which can be used to explain the failure of “new” coke.

• A. service

• B. emotional

• C. augmented

• D. functional

Which of the following is not one of the major roles that a brand can play for manufacturers?

• A. Means of legally protecting unique features

• B. Source of financial returns

• C. Signal of quality

• D. Means of endowing products with unique associations

Challenges to brand builders include unexpected sources of competition, downward pressure on prices, disintermediation and reintermediation, customer centricity, _______ transformation, and so on.

• A. media

• B. radical

• C. channel

• D. value

People resemble brands themselves in many ways (with their name, their mode of dress, their pattern of speech, their interests and activities, etc.) because each aspect of a person contributes to the ________ of that person from other people.

• A. personality

• B. openness

• C. differentiation

• D. agreeableness

________ has elevated the importance of the brand in marketing strategy and provided focus for managerial interest and research activity.

• A. Brand equity

• B. Brand portfolio

• C. Brand engagement

• D. Brand architecture

Which of the following is not one of the major roles that a brand can play for consumers?

• A. Identification of source of product

• B. Risk reducer

• C. Symbolic device

• D. Source of competitive advantage