1.

Brand Positioning should shape customers’ opinions of the brand, and guide
them to know what makes this brand unique in the marketplace.
a) True
b) False
2. The second step in brand positioning involves the setting up of a frame of
reference where you compete.
a) True
b) False
3. Brand re-positioning occurs when you redefine any of the following: the target
customer, the frame of reference, the points of parity, and/or the points of
difference.
a) True
b) False
4. While product positioning statement needs to stay uniform across product
categories, segments, geographies, etc., you can modify brand positioning
across your different markets.
a) True
b) False
5. Brand valuation involves financials-based brand equity computation.
a) True
b) False
6. A strong brand is built by words alone
a) True
b) False
7. A brand represents everything we associate with any marketable offering.
a) True
b) False
8. It is appropriate to use the terms “brand” and “product” interchangeably.
a) True
b) False
9. While the product is the marketable offering, a brand comprises of the core
values, the promises, and visual identity giving your product a differentiated
story vis-a-vis a competitor brand selling the same product.
a) True
 b) False
10. In brand communication, it is advisable to integrate the different communication
platforms/channels (e.g., digital, TV, outdoor media, etc.) and focus on
“integrated brand communications”.
a) True
b) False
11. It is recommended to fully outsource the creation of a brand’s core identity.
a) True
b) False
12. To measure the effectiveness of brand communication, commonality measures
the proportion of the audience each platform reaches and whether or not there
is any overlap.
a) True
b) False
13. Registering the brand in the mind of the customer is the first step in forming
various different brand associations.
a) True
b) False
14. Building brand recognition is less important if your target audience makes
decisions at the point of purchase.
a) True
b) False
15. Brand equity is a set of unique associations in terms of values, beliefs, that are
defined and created by the brand owner answering the question “who is this
brand”.
a) True
b) False
16. Brand personality is not a part of brand identity.
a) True
b) False
17. While brand judgements are made logically, brand feelings are evoked
emotionally.
a) True
b) False
18. The 5 dimensions of brand personality based on Jennifer Aaker’s model are:
(choose the right option)
a) Sincerity, Complexity, Surprise, Ruggedness, and Excitement
b) Sincerity, Competence, Sophistication, Ruggedness, and Excitement
c) Simplicity, Complexity, Surprise, Ruggedness, and Exuberance
19. The strongest brands blend strategies that appeal to both the rational and
emotional sides of the target audience
a) True
b) False
20. Brand Symbol 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) True
b) False
21. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band-aid and Ujala are
the examples of descriptive Brand Name.
a) True
b) False
22. Brand positioning defines what the brand thinks about the consumer, as per the
consumer.
a) True
b) False
23. Brand analysis helps to define and formulate a proper brand mission, define a
brand personality and set brand values.
a) True
b) False
24. Brand architecture consists of developing a strong mission, positioning, brand
promise, and value proposition
a) True
b) False
25. Any USPs that today’s products have are most likely to be derived from
additional services or from brand values than from physical product features.
a) True
b) False
26. Brand image includes two aspects of a brand – its associations and its
personality.
a) True
b) False
27. Brand Relationship = Brand Image + Brand Attitude
a) True
b) False
28. A strong brand commands intense employee loyalty
a) True
b) False
29. Brand equity is the added value endowed on services and products.
a) True
b) False
30. A brand attitude can be defined as the marketers vision of brand and what is
should do for consumers.
a) True
b) False
31. When brand management becomes the heart of marketing then Brand equity
becomes the heart of brand management.
a) True
b) False
32. Brand extension is an indicator of a company’s desire to better meet the
demands of the market, not only through differentiated products but also
through different brands and there fore different identities
a) True
b) False
33. There are five key elements of customer-based brand equity.
a) True
b) False
34. Logo is one of the characteristics of personality of a brand
a) True
b) False
35. Brand person must match with customer’s perception
a) True
 b) False

ANSWER KEY

Q.NO. ANS Q.NO. ANS Q.NO. ANS Q.NO. ANS Q.NO. ANS
1 A 8 B 15 B 22 B 29 A
2 A 9 A 16 B 23 B 30 B
3 A 10 A 17 A 24 B 31 A
4 B 11 B 18 B 25 A 32 B
5 A 12 B 19 B 26 A 33 B
6 B 13 A 20 A 27 A 34 B
7 A 14 B 21 A 28 B 35 A