Brand Management Quiz

Which of the followings is the heart of a successful brand?

• promotion

• a great product or service

• a great slogan

• a great concept of brand

Which of the followings would NOT be among four main steps of the strategic brand management process?

• measuring consumer brand knowledge

• planning and implementing brand marketing

• measuring and interpreting brand performance

• growing and sustaining brand equity

Which of the followings is described as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors?

• product concept

• service concept

• brand image

• brand elements

How do consumers learn about brands other than product marketing programs?

• through the mass media

• through past experiences with the product

• through the sales force

• through independent information sources

Which of the followings is described as endowing products and services with the power of a brand?

• brand image

• branding

• brand positioning

• brand partitioning

Brand____is the added value endowed to products and services.

• loyalty

• equity

• satisfaction

• benefits

Which of the followings will bring about the power of a brand based on what customers have seen, read, learned, thought, and felt about the brand over time?

• product-based brand equity

• functional-based brand equity

• mission-driven brand equity

• customer-based brand equity

Which of the followings is expressed by consumers in terms of thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand?

• brand knowledge

• brand loyalty

• brand behavior

• brand equity

What drives the differences that manifest themselves in brand equity?

• brand image

• consumer income

• consumer knowledge

• brand perception

Which of the followings is best called when a marketer expresses his or her vision of what the brand must be and do for consumers?

• brand promise

• brand mission

• brand position

• brand concept