Branding and Marketing Quiz

According to the American Marketing Association (AMA), which of the following best defines a brand?

• A product or service created by a company

• A name, term, sign, symbol, or design that identifies and differentiates goods or services

• A concept used solely for marketing purposes

• An image associated with a company's products

What does the term "brand" originally mean in ancient Scandinavia?

• To differentiate

• To trademark

• To burn

• To signify

Which of the following brands is an example of "The Era of Invention" in branding history?

• Apple

• Coca-Cola

• Amazon

• Nike

What is NOT a component of David Aaker's model of brand equity?

• Brand visibility

• Brand associations

• Customer loyalty

• Brand pricing

Which of these is a feature of Integrated Marketing Communication (IMC)?

• Ensures individual messaging in marketing

• Focuses on separate communication channels

• Achieves communication synergy across channels

• Avoids long-term branding strategies

A brand's perception in the market is solely determined by its customers.

• True

• False

Branding is a perpetual process that involves identifying, creating, and managing cumulative assets and actions.

• True

• False

"Reflection" in Kapferer's Identity Prism refers to how customers see themselves currently, inwardly.

• True

• False

The 19th-century __________ revolution increased the need for companies to differentiate themselves through branding.

__________ is a strategic process that ensures consistent and cohesive brand messaging across multiple platforms.