1.

The most important factor in brand management is to ensure that your ___________
must be matching with consumers’ perceptions.
a. Brand pinnacle
b. Brand’s persona
c. Brand associations
d. Brand value
2. While developing the brand picture, first of all, you envision:
a. Attributes
b. Obsessions
c. Benefits
d. Attributes, obsession and benefits
3. To have value, a brand must offer which one of the following?
a. A simple product range with a defined set of features
b. A complex product range with a defined set of features
c. Consistency, a reduced level of perceived risk for the buyer, and a range
of functional and emotional attributes which are of value to buyers
d. An identity through which the customer can trace the party responsible for
supplying the product
4. Mostly, the major source of power throughout the distribution channel is:
a. The company
b. The brand
c. The distributor
d. The customer
5. Brands are born out of the following strategies
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies
d. Pricing
6. Right branding increases __________ of the product, which should be more
than that of the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value
7. _________ are incurred by brands because of failures and questionable business
practices
that may increase costs and liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures
8. Introduction of more brands and extensions leads to __ with no new benefits to
consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition
9. While defining the industry during the analysis, brand managers must consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
c. Profit
d. market share of the company
10. A ___________ has to answer the questions like what would be the short of market if
our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association