Branding Basics iCEV

Which of the following accurately describes the purpose of brands?

• To explain a product’s use

• To make a product less difficult to find

• To differentiate one product from its competitors

• To make retailers more knowledgeable and diligent

According to Nicholas Gerlich, branding has its roots in which of the following?

• Travel

• Marketing

• Literature

• Ranching

Nicholas Gerlich said the ultimate goal of branding is which of the following?

• To occupy a distinct space in the consumer’s mind

• To make consumers understand a product

• To create a product which is needed by everyone

• To sell as much of a product as possible

According to Mike Meister, which of the following does every company have whether they choose to manage it or not?

• An advertising strategy

• Employee policies

• A brand image

• Financial responsibilities

According to Nicholas Gerlich, which of the following is NOT required when picking a brand name?

• It must be predictable

• It must be spellable

• It must be memorable

• It must be transportable

If a company begins the process of branding by examining itself, the brand developed is which of the following?

• Catchy and peculiar

• Distinctive and amusing

• Authentic and genuine

• Classic and remarkable

What is the last step in the branding process?

• Creating marketing materials and company policies

• Determining the business’s unique perspective

• Implementing the plan consistently

• Monitoring and verifying the brand supports company growth

Which of the following accurately describes trademarks?

• Ways for companies to be recognized by those in their trade

• The legal protection for identifying words, phrases and images

• The set of attributes a business is known for

• Ways for companies to mark consumers as targets

Valerie Brown described brand personality as which of the following?

• The brand’s notoriety

• The functions of the brand’s products

• The look and feel of the company

• The personality of the brand’s managers

According to Jeffrey Harper, people buy brands with personalities which are which of the following?

• Unfamiliar to them

• Stylish and trendy

• Congruent with their personality

• Similar to the personality of the company they work for