QN01. —– are diagnostic tools to uncover the true opinions and feelings of consumers
when they are unwilling or otherwise unable to express themselves on these matters.
Answer: Projective techniques
QN02. —– refers to more soothing types of feelings – the extent to which the brand
makes consumers feel a sense of calm or peacefulness.
Answer: Warmth
QN03. Brand recall is a more demanding memory task than brand recognition. (True/ False)
Answer: True
QN04. Brand imagery deals with the intrinsic properties of the product or service. (True/ False)
Answer: False
QN05. Self-respect occurs when the brand makes consumers feel better about themselves. (True/False)
Answer: True
QN06. The —– is a graphical representation of all the brands and products sold by
the firm.
Answer: Brand-Product matrix
QN07. —– may focus on the corporate brand in the abstract or on the different products
making up the brand line.
Answer: Communication
QN08. —– offer many potential benefits but also can pose many problems.
Answer: Brand extension
QN09. A —– can be characterized according to its breadth and its depth.
Answer: Branding strategy
QN10. A —– is a means of summarizing the branding strategy by displaying the number
and nature of common and distinctive brand elements across the firm’s products, revealing
the explicit ordering of brand elements.
Answer: Brand hierarchy
QN11. Brand loyalty has always been one of key concerns of marketers. (True/ False)
Answer: True
QN12. Brands can play special roles that facilitate the migration of customers within the brand
portfolio. (True/ False)
Answer: True
QN13. A brand concept can be viewed as a long-term investment developed and nurtured to
achieve long-run competitive advantage. (True/ False)
Answer: False
QN14. Reinforcing brand meaning may depend on the nature of brand associations involved. (True/ False)
Answer: True
QN15. Brand awareness include brand recognition and
(i) Brand value
(ii) Brand audit
(iii) Value chain
(iv) Brand recall
Answer: Brand recall
QN16. Which one is not the key element in Keller’s framework of brand equity.
(i) Brand knowledge
(ii) Customer response
(iii) Brand manager
(iv) None
Answer: Brand manager
QN17. The relationship between brand concept and —– needs to be properly managed over
these stages of a brand.
Answer: Image
QN18. At the. —– stage, the elaborate brand image needs to be connected with the image of
their products.
Answer: Fortification
QN19. Brands that receive inadequate support in terms of shrinking —– and marketing communication budgets run the risk of becoming technologically disadvantaged.
Answer: Research and development
QN20. The marketing challenge in acquiring —– lies in making a brand seem relevant
to customers from potentially vastly different generations and life styles.
Answer: New customers
QN21. Three types of brand concepts are developed based on consumer needs,
namely —–
Answer: Functional, Symbolic and Experiential concept
QN22. According to Aaker, a particularly important concept for building and managing long-
term brand equity is that of —–
Answer: Brand identity
QN23. The Brand Identity Prism includes a —– division.
Answer: Vertical
QN24. —– a brand requires either that lost sources of brand equity are recaptured or
new sources of brand equity are identified and established.
Answer: Revitalizing
