Brand Management Chapter 4

What are the general criteria for choosing brand elements?

• Affordability, Durability, Accessibility, Sustainability

• Memorability, Meaningfulness, Likability, Transferability, Adaptability, Protectability

• Quality, Quantity, Size, Color

• Trendiness, Popularity, Uniqueness, Visibility

Which of the following is NOT a criterion for choosing brand elements?

• Affordability

• Meaningfulness

• Transferability

• Memorability

What is the purpose of a brand name?

• To increase the price of the product

• To hide the product from consumers

• To capture the central theme or key associations of a product

• To confuse consumers

What is the importance of brand awareness in selecting a brand name?

• It helps in making the brand name simple and easy to pronounce or spell

• It increases the cost of the brand name

• It helps in making the brand name more confusing

• It is not important

What is the purpose of a slogan?

• To hide the brand from consumers

• To communicate descriptive or persuasive information about the brand

• To confuse consumers

• To provide detailed product information

What is the function of jingles in branding?

• To make the brand less memorable

• To decrease brand awareness

• To enhance brand awareness by repeating the brand name in clever and amusing ways

• To reduce brand equity

What is the role of packaging in branding?

• To hide the brand from consumers

• To identify the brand, convey information, and facilitate product transportation

• To make the product less appealing

• To confuse consumers

What is the purpose of packaging at the point of purchase?

• To make the product less visible

• To confuse consumers

• To decrease sales

• To create strong appeal on the store shelf and help products stand out

What is the danger associated with abstract logos?

• Consumers may not understand what the logo is intended to represent

• They are not visually appealing

• They are too expensive to create

• They are not memorable

What is the purpose of characters in branding?

• To confuse consumers

• To take on human or real-life characteristics and play a central role in ad campaigns

• To make the brand less relatable

• To decrease brand awareness