TYBMS BM UNIT 3 REVISION

Celebrity endorsement doesn't add value to the brand.

• True

• False

The five core dimensions of Big 5 model of brand personality are: Sincerity, Competence, Sophistication, Ruggedness and _______.

• Creativeness

• Judgemental

• Excitement

• Traditional

A brand personality is a set of human characteristics associated with a brand.

• True

• False

In Brand Asset Valuator, Brand Stature results into multiplication of Esteem and _______.

• Differentiation

• Relevance

• Knowledge

• Strength

Brand Asset Valuator is an important tool to review a brand's current achievements and stature.

• True

• False

The _____ is a means by which marketers can trace the value creation process for their brands to better understand the financial impact to their marketing expenditures and investments

• Brand Value Chain

• Brand Value

• Brand

• Brand Recall

Packing enhances brand recognition for the brand.

• True

• False

The Big Five Model was given by _______.

• Christopher Lovelock

• Jennifer Aakar

• Philip Kotler

• Young & Rubicam

Projective Techniques are useful when consumers are not able to directly express their perceptions of brands.

• True

• False

Which is a comparative method for measuring brand equity?

• Market based

• Customer based

• Retailer based

• Choice based