QN01. Brand loyalty has always been one of key concerns of marketers. (True/ False)
Answer: True
QN02. Brand recognition is the ability to confirm prior exposure. (True/ False)
Answer: True
QN03. —– is the value side of the brand.
Answer: Brand equity
QN04. There is no intervening variable between the brand and the —–
Answer: Valuation
QN05. Brand equity is based upon the —– that customers hold about a particular brand.
Answer: Attitudes
QN06. A brand in the memory is a node which is connected with other nodes signifying various
associations. It is this network which refers to —–
Answer: Brand knowledge
QN07. —– is the ability to identify a brand under different conditions.
Answer: Brand awareness
QN08. —– is a set of human characteristics associated with a brand. In general, it
expresses how the brand behaves.
Answe: Brand Personality
QN09. Brand personality is seen as a valuable factor in increasing —– and brand attachment,
in much the same way as people relate and bind to other people.
Answer: Brand engagement
QN10. —– is based on premises that a product can be branded in different ways
depending on how many new and existing brand elements are used and how they are combined for any one product.
Answer: Brand hierarchy
QN11. —– is important for creating and sustaining brand equity.
Answer: Strategic Brand Management Process
QN12. Managing —– involves managing brand within the context of other brands.
Answer: Brand equity
QN13. —– often involves a specification of the appropriate core brand values and brand mantra.
Answer: Positioning
QN14. Out of the following which one is a type of brand audit.
(i) Brand inventory
(ii) Brand tracking
(iii) Brand recall
(iv) All of the above
Answer: Brand inventory
QN15. Pick the odd one:
(i) HCL
(ii) Nestle
(iii) HUL
(iv) None of the above
Answer: Nestle
QN16. Positioning is the last step in the marketing strategy formulation. (True/False)
Answer: True
QN17. Positioning a brand is not a complicated concept. (True/False)
Answer: False
QN18. It is essential that every brand must develop its own USP. (True/False)
Answer: True
QN19. —– relates to the ways in which the product or service attempts to meet
customers’ more functional needs.
Answer: Brand performance
QN20. —– are customers’ emotional responses and reactions with respect to the
brand.
Answer: Brand feelings
QN21. USP Stands for
(i) Unique Selling Proposition
(ii) Unit Sale Position
(iii) United States Politics
(iv) Uninterrupted Supply of Power
Answer: Unique Selling Proposition
QN22. IBM stands for
(i) Indian Business Machine
(ii) International Business Machine
(iii) In Between Man
(iv) None
Answer: International Business Machine
QN23. Which one not involve in famous 5 P’s concept
(i) Price
(ii) People
(iii) Place
(iv) Product
Answer: People
QN24. The key component of brand positioning
(i) Brand essence
(ii) Brand promise
(iii) Brand personality
(iv) All of the above
Answer: All of the above
QN25. A powerful brand positioning should Notes
(i) Admirable and endearing
(ii) Difficult to emulate
(iii) Only (i)
(iv) Both of (i) (ii)
Answer: Both of (i) (ii)
QN26. Which one not include in brand element.
(i) Brand name
(ii) Logos
(iii) Size
(iv) None
Answer: Size
QN27. Criteria in choosing brand elements:
(i) Meaningfulness
(ii) Likability
(iii) Transferability
(iv) All
Answer: All
QN28. —– specify locations of pages on the web and are also commonly referred to
as domain names.
Answer: URL’s
QN29. The —– is the “graphic look” of the brand name or company.
Answer: Logo
QN30. —– are short phrases that communicate descriptive or persuasive information
about the brand.
Answer: Slogans
QN31. —– is a term used to describe a holistic approach to marketing communication.
Answer: IMC
QN32. SEO stands for —–
Answer: Search Engine Optimization
QN33. CRM stands for —–
Answer: Customer Relationship Management
QN34. Jingles are musical messages written around the brand. (True/ False)
Answer: True
QN35. Advertising cannot be used to generate leads. (True/ False)
Answer: False
QN36. Which one is not the key dimensions that are particularly important measures of the
customer mindset
(i) Brand associations
(ii) Brand value
(iii) Brand attitudes
(iv) Brand attachment
Answer: Brand value
QN37. Brand audit consists into two parts one is brand exploratory and other one
(i) Value chain
(ii) Brand recall
(iii) Brand inventory
(iv) Brand recognition
Answer: Brand inventory
QN38. —– relates to the likelihood that a brand will come to mind and the ease with
which it does so given different type of cues.
Answer: Brand awareness
QN39. A —– is a comprehensive examination of a brand.
Answer: Brand Audit
QN40. —– studies involve information collected from consumers on a routine basis
over time.
Answer: Tracking
