ADV30002 - Week 4

What is brand personality?

• The visual representation of the brand

• The functional features of a product

• The human character attributes of a brand

• The product packaging

Why is brand personality important?

• It only affects the price of a product

• It distinguishes the attributes of the brand and connects it with consumers

• It determines the packaging of the product

• It defines the product's technical specifications

Which of the following is NOT one of the Big Five brand personality traits outlined by David Aaker?

• Sincerity

• Sophistication

• Openness

• Ruggedness

What is the difference between brand personality and advertising tonality?

• They are the same

• Brand personality is cultivated, while advertising tonality is part of the messaging style

• Advertising tonality is the core essence of the brand

• Brand personality changes with each advertising campaign

What does the self-expression model of brand personality suggest?

• People express their ideal selves through the brands they purchase and use

• Brands are created to match consumer expectations

• Brands are meant to reflect corporate values only

• Consumers don't care about brand personality

Which of the following brands is an example of using a self-expression model in its positioning?

• Volvo

• Apple MacBook

• Wal-Mart

• Harley Davidson

What does the relationship basis model of brand personality focus on?

• The product's technical features

• The connection between a brand and a consumer, similar to relationships between people

• The price competition between brands

• The design of product packaging

What is the primary goal of brand positioning?

• To define the company's organizational structure

• To make the brand occupy a distinct and valued place in the target customer's mind

• To develop product features

• To define the brand's operational costs

What are the two main concepts involved in positioning a brand against competitors?

• Product design and advertising budget

• Points of parity (POP) and points of difference (POD)

• Pricing strategy and distribution channels

• Consumer demographics and market size

Which positioning strategy highlights a product's specific features or attributes?

• Benefit-based positioning

• Surrogate positioning

• Feature-based positioning

• Emotional positioning