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1. The strategic brand management process involves four main steps.
Which of the following

would Not be among those steps?
a. Measuring consumer brand knowledge
b. Identifying and establishing brand positioning
c. Planning and implementing brand marketing
d. Measuring and interpreting brand performances
2. At the heart of a successful brand is …., backed by creatively designed and executed marketing.
a. Price
b. Promotion
c. a great product or service
d. a great slogan
3. The America Marketing Association defines a …..… as a name, term, sign, symbol, or design,
or a combination of them, intended to identify the good or services of one seller or group of sellers
and to differentiate them from those of competitors
a. holistic product concept
b. product concept
c. service concept
d. brand
4. ……. is endowing products and services with the power of a brand

a. brand image
b. the branding concept
c. branding
d. brand positioning
5. What is the key concept in identifying and developing brand plans?
a. brand value chain
b. competitive frame of reference
c. brand expansion strategies
d. brand equity management system
6. Brand ….. is the added value endowed to products and services

a. loyalty
b. equity
c. preference
d. satisfaction
7. The premise of ……. Models is that the power of a brand lies in what customers have seen,
read, learned, thought, and felt about the brand over time
a. product-based brand equity
b. service-based brand equity
c. functional-based brand equity
d. customer-based brand equity
8. When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that
become associated with the brand, the consumer is expressing brand….
a. knowledge
b. loyalty
c. behavior
d. preference
9. The challenge for marketing in building a strong brand is ……
a. ensuring that customers have the right experiences with products and their marketing programs
to create the desired brand knowledge
b. pricing the product at a point that maximizes sales volumes
c. minimizing the number of people to whom the product is targeted in order to provide consumers
with a personalized experience
d. retain as many customers as possible in order to minimize the costs and pressure associated with
continually generating new leads
10. Strong brands possess all of the following marketing advantages EXPECT ……
a. greater loyalty
b. larger margins
c. guaranteed profit
d. improved perceptions of product performance
11. All of the following are considered to be among the “six brand building blocks” EXPECT ….
a. brand salience
b. brand imagery
c. brand feeling
d. brand price
12. What is the brand recognition?

a. Consumer’s ability to confirm prior exposure to the brand when given the brand as a cue
b. Consumers’ ability to retrieve the brand from memory when given
c. Consumers’ ability to search and reach the brand
d. Consumers’ ability to search and reach the brand
13. What is the factor that enhances brand image?
a. brand awareness
b. brand expansion
c. brand association
d. brand recall
14. When does customer-based brand equity occur?

a. The consumer has a low level of awareness and familiarity with the brand and holds some strong,
favorable, and unique brand knowledge in memory
b. The customer has a low level of awareness and familiarity with the brand and holds some strong,
favorable, and unique brand associations in memory
c. The consumer has a high level of awareness and familiarity with the brand and holds some
strong, favorable, and unique brand associations in memory
d. The consumer has a high level of awareness and familiarity with the brand and holds some
strong, favorable, and unique brand knowledge in memory
15. What is the right statement for “Brand as a reflection of the past”?
a. what consumers saw, heard, learned, felt, and experienced about the brand should be analyzed
b. brand knowledge that marketers create over time, which allows them to determine appropriate
future directions for the brand
c. brand equity offers focus and guidance, provides a means to interpret past marketing
performance, and design future marketing programs.
d. consumers will decide, based on their brand knowledge, where they think the brand should go
and grant permission (or not) to any marketing action or program
16. What is the key to creating a brand?

a. create profitability
b. create difference
c. create differentiation
d. create consumers’ experiences
17. What is the difference between a product and a brand?
a. function
b. symbol
c. consumption
d. feature
18. What is the purpose of brand positioning?

a. act of designing the company’s offer and image so that it occupies a distinct and valued place in
the target customer's minds
b. act of designing the company’s product so that it occupies a distinct and valuable place in the
customers’ mind
c. act of designing the company’s offer and image so that it occupies a distinct and princeless place
in the target customers’s minds
d. act of designing the company’s product so that it occupies a distinct place in the customers’
minds
19. What is not the function of the brand toward customers?

a. lower the search costs for products internally and externally
b. identify the source or maker of the product
c. simplify product handling and tracing
d. helps set reasonable expectations about what consumers may not know about the brand
20. Which factor in brand elements is the most difficult to change?

a. characters
b. brand name
c. jingle
d. slogan
21. Brand …… provides added value to the actual products
a. image
b. association
c. equity
d. awareness
22. Six brand elements assist in brand building. Which of the following would Not be among those
preferred brand elements?
a. likeable
b. memorable
c. subliminal nature
d. adaptable
23. Strong brand possess all of the following marketing advantages EXPECT……..
a. greater loyalty
b. improve perceptions of the product performance
c. guaranteed profits
d. larger margins
24. Apple computer achieves incredible brand loyalty largely by delivering on its ….. to “create
things that change people’s lives” by combining superior design functionality and style in its
products.
a. brand promise
b. brand dynamic
c. brand resonance
d. brand entity
25. As part of the strategic brand management process, each company and offering must represent
a distinctive ….. in the mind of the target market
a. promotion
b. cell
c. big idea
d. ad
26. All marketing strategy is built on STP-segmentation, targeting, and ……..

a. positioning
b. product
c. planning
d. promotion
27. Which of the following terms is the most closely associated with the following statement:
“attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe
that they could not find to the same extent with a competitive brand”?
a. brand image
b. point-of-difference
c. point-of-parity
d. point of value
28. ……. Are associations that are not necessarily unique to the brand but may in fact be shared
with other brand
a. point-of-parity
b. point-of-difference
c. brand cells
d. brand positions
29. The six brand building based on the brand resonance model are brand salience, brand
performance, brand imagery, brand judgment, brand feeling, and……..
a. brand resonance
b. brand passion
c. brand hierarchy
d. brand portfolio
30. The firm’s …….. strategy helps marketers determine which products and services to introduce,
and which brand names, logos, symbols, and so forth to apply to new and existing product
a. brand architecture
b. business portfolio
c. brand portfolio
d. investment portfolio

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1. The strategic brand management process involves four main steps.

Which of the following

4. ……. is endowing products and services with the power of a brand

6. Brand ….. is the added value endowed to products and services

12. What is the brand recognition?

14. When does customer-based brand equity occur?

16. What is the key to creating a brand?

18. What is the purpose of brand positioning?

19. What is not the function of the brand toward customers?

20. Which factor in brand elements is the most difficult to change?

26. All marketing strategy is built on STP-segmentation, targeting, and ……..

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