Branding

What is a brand?

• 
  A pricing technique

• 
  A marketing strategy

• 
  A name, term, design, or symbol that identifies a seller's goods or services

• A type of product

Which of the following is NOT a benefit of branding?

• Easier recognition

• 
  Reduced competition

• Higher perceived value

• Increased customer loyalty

  
  

What is brand equity?

• The financial value of a brand based on its reputation and customer perceptions

• The cost of creating a brand

• The market share of a brand

• The total revenue generated by a brand

Which of the following is an example of a brand extension?

• Apple selling only computers

• Coca-Cola introducing Diet Coke

• Nike selling only athletic shoes

• 
  McDonald's selling only burgers

What do we call a brand that is recognized worldwide?

• Global brand

• National brand

• Regional brand

• Local brand

What is brand positioning?

• The price at which a brand is sold

• 
  The unique space a brand occupies in the minds of customers

• The type of products a brand offers

• The location of a brand's headquarters

Which of the following best describes a brand mantra?

• A short, three- to five-word phrase that captures the essence of the brand )

• A financial goal for the brand

• A long-term marketing strategy

• A slogan used in advertising

What is the purpose of a logo?

• To increase product prices

• To generate sales

  
  

• To create a visual identity for the brand

• To describe product features

Which of the following is a type of brand loyalty?

• Attitudinal loyalty

• Both A and B

• None of the above

• Behavioral loyalty

What does a brand's target audience refer to?

• 
  The specific group of consumers the brand aims to reach

• The age of the brand

• The total number of customers

• The geographic location of customers