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    BM MCQ

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    Senthil Kumar Ganesan
    This document contains 16 multiple choice questions about brand management concepts. It covers topics like brand positioning, brand attitude, brand image, brand associations, brand symbol, cannibalization, and examples of descriptive, suggestive, and free-standing brand names. The questions test understanding of how these concepts are defined and applied to real brands through positioning strategies related to functional and emotional benefits, usage occasions, health, and more.

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    BM MCQ

    Uploaded by

    Senthil Kumar Ganesan
    532 views3 pages
    This document contains 16 multiple choice questions about brand management concepts. It covers topics like brand positioning, brand attitude, brand image, brand associations, brand symbol, cannibalization, and examples of descriptive, suggestive, and free-standing brand names. The questions test understanding of how these concepts are defined and applied to real brands through positioning strategies related to functional and emotional benefits, usage occasions, health, and more.

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    This document contains 16 multiple choice questions about brand management concepts. It covers topics like brand positioning, brand attitude, brand image, brand associations, brand symbol, cannibalization, and examples of descriptive, suggestive, and free-standing brand names. The questions test understanding of how these concepts are defined and applied to real brands through positioning strategies related to functional and emotional benefits, usage occasions, health, and more.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    532 views3 pages

    BM MCQ

    Uploaded by

    Senthil Kumar Ganesan
    This document contains 16 multiple choice questions about brand management concepts. It covers topics like brand positioning, brand attitude, brand image, brand associations, brand symbol, cannibalization, and examples of descriptive, suggestive, and free-standing brand names. The questions test understanding of how these concepts are defined and applied to real brands through positioning strategies related to functional and emotional benefits, usage occasions, health, and more.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    Brand Management multiple choice questions with answers (Objective type questions)

    1. …………………refers to a brands objective (functional) attributes in relation to other


    brands.
    a. Brand position
    b. Product position
    c. Brand relationship
    d. Both a and b
    Answer:d
    2. …………defines what the brand thinks about the consumer, as per the consumer.
    a. Brand attitude
    b. Brand positioning
    c. Brand relationship
    d. Brand image
    Answer: a
    3. …………………includes two aspects of a brand – its associations and its personality.
    a. Brand attitude
    b. Brand positioning
    c. Brand relationship
    d. Brand image
    Answer: d
    4. …………………includes all that is linked up in memory about the brand. It could be
    specific to attributes , features, benefits or looks of brand.
    a. Brand attitude
    b. Brand Associations
    c. Brand relationship
    d. Brand image
    Answer:b
    5. …………………..includes two visual signals of a brand – its character (e.g. Amul girl,
    Pillsbury doughboy) and its logo. Both are elements of brand identity.
    a. Brand attitude
    b. Brand Image
    c. Brand Symbol
    d. Brand Positioning
    Answer: c
    6.………………….can be thought of as a perceptual map of in which like products of the
    same company (say, toothpaste) are positioned very close to one another and compete
    more with one another than with brands of other companies.
    a. Brand Comparison
    b. Cannibalization
    c. Positioning
    d. Brand Associations
    Answer: b
    7. A marketer need to understand that some ‘general traits’ of a brand name are:
    a. Easy to recognize
    b. Easy to pronounce
    c. Easy to memorize or recall
    d. All of the above
    e. None of the above
    Answer:d
    8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the
    examples of………..
    a. Descriptive Brand Name
    b. Suggestive brand name
    c. Free Standing brand name
    d. None of the above
    Answer: a
    9. Kadak, Xerox, Exxon, Fidji are the examples of
    a. Free Standing brand name
    b. Descriptive Brand Name
    c. Suggestive brand name
    d. Bothe b and c
    Answer: a
    10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of
    a. Descriptive Brand Name
    b. Suggestive brand name
    c. Free Standing brand name
    d. None of the above
    Answer: b
    11. Watches sold as a Jewellery is related to
    a. Titan Raga
    b. Tanishq
    c. Swatch
    d. GoldPlus
    Answer: b
    12. Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of
    a. Benefit related positioning
    b. Positioning by usage occasion and time of use
    c. Category related positioning
    d. Price Quality positioning
    Answer: c
    13. “Jod jo tootega nahin” tagline is related with brand……
    a. M-Seal
    b. Fevikwik
    c. Fevicol
    d. Ambooja cement
    Answer: c
    14. Lifebuoy – kills the germs you cannot see, is an example of
    a. Emotional benefit related positioning
    b. Functional benefit related positioning
    c. Usage occasion related positioning
    d. Health related positioning
    Answer: b
    15. Match the correct
    1. Close up i. Fresh
    2. JK Tyres ii. Caring
    3. J&J iii. In control
    4. Liril iv. Confident
    Options:
    a. 1(ii), 2(iii), 3(i), 4(iv)
    b. 1(ii), 2(iv), 3(i), 4(iii)
    c. 1(iv), 2(iii), 3(ii), 4(i)
    d. 1(ii), 2(iii), 3(iv), 4(i)
    Answer: c
    16. Which is not an example of Positioning by usage occasion and time of use?
    a. Listerine – night time rinse
    b. Nescafe – Great start to the morning
    c. NIIT (Inspired……life begins at NIIT)
    d. Domino’s (When families are having fun)
    Answer: c
    CONCEPT
    Product
    Brand Symbol = Brand character + Brand logo
    Brand looks = Brand symbol + Brand name
    Brand Associations = Link up in memory with brands attributes, benefits and looks
    Brand Image = Brand associations + Brand Personality
    Brand Relationship = Brand Image + Brand Attitude

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