MKT624 Brand Management Final Term Paper 2008

MKT624 Brand Management
MKT624- Brand Management (Session - 1)
Question No: 1 ( Marks: 1 ) - Please choose one www.vuzs.info

Which one of the following is the indicator of brand assets?
Market share
Price premium
Brand reputation
Loyalty rate
Question No: 2( Marks: 1 ) - Please choose one

An intangible value that accrues to a company as a result of its successful efforts to establish a strong brand is known as:
Brand management
Brand equity
Brand assets
Brand liabilities
Question No: 3 ( Marks: 1 ) - Please choose one

The legal term for brand is
Product
Brand
Trademark
Identity

A brand must offer a:
Superior value proposition
Lower value proposition
Medium value proposition
Best value proposition

Which one of the following brand layers is slightly wider than line brands?
Product brands
Family brands
Range brands
Umbrella brands

Strategic objective deals with which of the following?
Cutting cost
Earnings per share
Return on investment
Dividend growth

Which of the following is concerned with tracking a strategy, as it is being implemented, to detect the problems in its underlying premises?
Continuous improvement
Empowerment
Strategic control
Strategic management

All of the following are the stages that characterize the level of maturity of an industry, EXCEPT :
Embryonic
Growth
Mature
Immature

Which of the following refers to attributes the brand carries and benefits it offers to consumers?
Brand association
Brand persona
Brand picture
Brand analysis

Which one of the following options along with brand associations provides a complete understanding of the brand image?
Brand persona
Band value pyramid
Brand association
Brand picture

__________ comes with keeping the brand contract while we go through innovations to stay current.
Uniqueness
Credibility
Sustainability
Fit

Train your people to become brand ambassadors is the best description of which one of the following ?
Education
Criteria
Awareness
Understanding

A brand can prove its modernity by:
Varying prices seasonally
Promoting more along the product life cycle
Creating and offering new products from time to time
All of the given options

A fashion clothing company getting into perfumes refers to the example of:
Perceived difficulty of manufacture
Know-how transferability
Complementarily
Awareness and reputation of the parent

The brands like Head & Shoulders, Old Spice, Safeguard and Pampers by Procter & Gamble have been established using which one of the
following brand strategy?
Product brand strategy
Source brand strategy
Endorsing brand strategy
Range brand strategy

The firm selling directly is likely to have _________ than the one involving intermediaries.
More demand
More monopoly
Greater margin
Fewer margin

Customer reach is the element of which one of the following?
Strategic area
Channel performance
Brand architecture
Brand extension
Which one of the following options in relation to product ageing has taken on an added dimension within the concept of supply chain?
Inventory management
Marketing management
Brand management
Channel management

Usually brand managers may not get into a large portfolio of brands due to some reasons.
Which one of the following is NOT the reason for the growth of brand portfolio?
Owing to growth
Owing to acquisition
Need to have small portfolio
Cannibalization

Which of the following is an outer entity of a business strategy that supports business goals and objectives?
Brand architecture
Brand portfolio
Brand extension
Line extension

Which of the following is an expression of the strategy which a company chooses under a certain set of circumstances?
Brand extension
Brand equity
Brand portfolio
Brand architecture

Intel inside is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging

In acronym AUTHOR , A stands for which one of the following?
Adaptability
Applicable
Acceptance
Awareness

CRE stands for which of the given options?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect

Duration of which of the following should be short and should not be repeated too often?
Sales promos
Market promos
Brand promos
Product promos

Influencing public opinion through the presentation of a client's image, message, or product is known as:
Direct marketing
Advertising
Public relation
Sales promotion

Which of the following options should be used keeping in mind that your brand is an asset that is going to provide you with the right
contribution to enable you achieve all your financial goals.
Price
Marketing
Placement
Selling

If your company offers excellent product that can solve the customer problem, then you have a greater chance to demand which one of the
following?
Premium price
Skimming price
Market based price
Cost plus price

At the stage of awareness of communication process, the customer s response reaches at what percentage?
75%
80%
70%?
90%
Sales promotion is best defined as:
Activity and/or material used as a direct inducement to resellers, salespersons, or consumers
Advertising and publicity campaign
Cyclical activity aimed at producing short-run effects on sales
Activity and/or material used in personal selling

A consumer contest is an example of which one of the following?
Personal selling
Sales promotion
Advertising
Public relations

Competitions, free samples, and rebates are examples of which one of the following?
Advertising
Sales promotion techniques
Publicity
Personal selling techniques

Which of the following is an example of a demographic factor that is important to the pricing decisions made for a new type of low-fat cereal
for children?
How many boxes will be consumed by a household in a month?
What price will indicate the quality of the cereal?
How will price elasticity affect the pricing?
Will potential buyers be attracted to the cereal if odd pricing applied?

Which of the following is NOT a dimension of brand differentiation?
Persona recognition
Contract fulfilment
Awareness
Purchase frequency

Strength of any brand equals to:
Differentiation multiplied by knowledge
Differentiation multiplied by relevance
Knowledge multiplied by relevance
Esteem multiplied by differentiation

A brand based organization provides which of the following benefits?
Clarity of role
Commitment to brand growth
A collective responsibility

Which of the following offers buyers the problem of not being able to judge the value for their money?
Food brand
Service brand
Tangible brand
Industrial brand

___________ is a template that you can use for introducing any brand, a tangible product or
an intangible service product brand.
Brand vision
Brand plan
Marketing strategy
Operational plan

In which of the following internal workshop consisting of important aspects of detailed
strategic definition and objectives of the brand is arranged.
Brand chartering
Brand extension
Brand planning
Brand equity

Which of the following is NOT related to dimensions of brand?
Aspects of differentiation
Aims and values
Personality and imagery
Vision of brand

Which of the following is dealing with brands that build their position in diverse fields or categories?
Brand extension
Line extension
Brand image
Brand survival

Gourmet bakers getting into the area of cold drinks is an example of which one of the following?
Extending the entire positioning
Extending your point of difference
Extending the definition of business
Extending your target market
Question No: 43( Marks: 3 )

How would you describe the purpose of multi-brand portfolio?

Why sales people better understand the market than other company s employees?
How variability is the element that really sets services apart from other tangible products?
MKT624 Question No: 1
Brand management is the function of which of the following?
Marketing
Selling
Branding
Packaging
Brand equity is the difference of brand’s __________ and brand’s __________.
Expense; liabilities
Expense; assets
Tangible assets; intangible assets
Assets; liabilities
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Which one of the following is a brand?
Cooking oil
Shampoo
Detergent
Dalda
Which of the following strategies have to be prepared by the brand manager for success of
brand?
Marketing strategy
Short-term strategy
Long-term strategy
Production strategy
Brands are acknowledged and recognized on the basis of their:
Functionality
Quality
Loyalty
Reputation
The point of departure toward the strategic brand management process is to have a
clear__________ for your brand.
Vision
Mission
Image
Idea
www.vuzs.info
Which one is least likely to be considered a critical task associated with an organization's
strategic management process?
Evaluation of the process for use in future decision making
Evaluation of options relative to the company's mission
Decreasing the levels of hierarchy present within the company's management
Structure (Doubted)
Developing a set of short-term objectives
Which aspect is least likely to be a consideration addressed in an organization's mission
statement?
Who are the firm's primary customers?
What image does the firm wish to project?
Which areas of technology will be empathized?
What are the number of levels the corporate hierarchy will contain?
Brand picture is based on which one of the following?
Brand image
Brand value
Brand mission
Brand vision
www.vuzs.info
Which of the following is part of a laddering approach, whereby the more you ladder up the
perceived benefit in your consumers’ mind the stronger is the association?
Associations
Persona
Product characteristics
Human characteristics
According to Scot Davis, features and attributes remain undifferentiated in the minds of
consumers unless they translate into perceived:
Benefits
Value
Image
Picture
Brand associations and the brand value pyramid are half of your:
Brand image
Brand picture
Brand persona
Brand contract
Through a consistent contact with the marketplace and through research studies, a brand
manager can easily uncover which one of the following promises?
The negative promises
The positive promises
The implicit promises
The explicit promises
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While determining levels of preferences of consumers in relation to the criterion, researchers
come to know that mostly consumers give priority to the brand due to it’s:
Reliability
Price
Accessibility
Quality
In the image era the general thinking was “talk of the image and the consumer would pay
attention”; but this image era was killed by:
Me-too products
Me-too companies
Information technology
Marketing managers
Which of the following is a term used for an outcome of product differentiation?

Positioning
Point of difference
Innovation
Repositioning
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Which of the following is basically getting into different versions of the same base product
on the same market?
Line extension
Product extension
Brand diversification
Market extension
The disadvantage of line extensions is that it may lead to:
Retailer power
Lack of scale economies
Weak brands range
According to Scot Davis, how many years are required to change the brand positioning?
Three to five years
Two to five years
Three to six years
Two to six years
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“The company should be able to clearly state brand positioning” relates to which of the
following?
Awareness
Understanding
Direction
Inspiration
__________ comes with keeping the brand contract while we go through innovations to stay
current.
Uniqueness
Credibility
Sustainability
Fit
The larger the ratio of brand assets to brand liabilities, the greater is the:
Brand Equity
Brand Power
Brand Value
Brand Ownership
If a brand of milk has a regular “tetra pack milk” and another with “higher calcium ” then the
brand has two ________.
Offerings
Lines
Extensions
Different categories
www.vuzs.info
Which of the following is NOT an approach for building brand vision as expressed by Scot
Davis ?
Seek senior management’s input
Determine the financial contribution gap
Collect industry data and create a brand vision starter
Meet with junior management to create the vision
Which of the following statements is TRUE regarding brand contract?
The terminology of “contract” is used when it comes to communicating with the
market.
The terminology of “contract” is very intra-company and is not used when it
comes to communicating with the market.
The terminology of “contract” is not used when it comes to communicating with
the market.
The terminology of “contract” not very intra-company and is not used when it
comes to communicating with the market.
Which of the following are the functional and emotional associations which are assigned to a
brand by its customers and prospects?
Brand picture
Brand attribute (doubted)
Brand image
Product identity
Under brand perception, which of the following statements is NOT true?
Twenty five percent of customers spend no time in their decision making
Fifty six percent of customers spend less than 8 seconds in decision making
The brand messages must not be so simple and much focused
Customers use little information in routine purchases of low involvement items
Which of the following MKT624 Questions reflects this example: “Milk is milk, and it can be drunk
any time of the day by anyone”?
A brand for what?
A brand for whom?
A brand for when?
A brand against whom?
www.vuzs.info
Which of the following statements summarizes brand’s commitment or promise to target
consumers and actively communicates the advantage over competing brands”?
Positioning statement
Vision statement
Mission statement
Value statement
A company serves the “50-year old baby boomers” who share common needs in music. The
group of “50-year old baby boomers” is reflecting which of the following?
Market segment
Target market
Well-defined market
Lucrative market
MKT624 Question No: 31 ( M - 5 )
How many kind of extensions are there? Briefly describe each kind with examples.
There are five different criteria to judge if there is need to update the brand positioning and
each criteria contain some type of queries which brand manager must consider while
updating the positioning. Enlist all five criteria and briefly describe any two criteria with
queries.
Brand equity is the difference of brand’s __________ and brand’s __________.
Expense; liabilities
Expense; assets
Tangible assets; intangible assets
Assets; liabilities
The brand equity can gain strength if:
Brand assets are more than brand liabilities
Brand assets are less than brand liabilities
Brand assets are equal to the brand liabilities
None of the given options
Features that make a brand truly unique and distinctive as compared to competitive offerings
are known as:
Brand differentiation
Brand identity
Brand image
Brand integration
Which of the following is NOT a product category?
Cigarette
Cold drink
Banaspati ghee
Surf excel
If a market is very mature, the challenges are:
Intense
Weak
Concentrated
Deep
Which one is least likely to be considered a critical task associated with an organization's
strategic management process?
Evaluation of the process for use in future decision making
Evaluation of options relative to the company's mission
Decreasing the levels of hierarchy present within the company's management
structure (doubted)
Developing a set of short-term objectives
Which aspect is least likely to be a consideration addressed in an organization's mission

statement?
Who are the firm's primary customers? (doubted)
What image does the firm wish to project?
Which areas of technology will be empathized?
What are the number of levels the corporate hierarchy will contain?
Customer does not give the same treatment to a fake brand even if it carries the label that may
look genuine because:
The actual brand is not there
The actual product is not there
The actual brand is there
Actual product is there
Brand picture is based on which one of the following?
Brand image
Brand value
Brand mission
Brand vision
Which of the following is an incremental process in which associations get strengthened
through different phases?
Brand value pyramid
Brand association
Brand persona
Brand image
Brand managers should develop those fashionable and effective brands which they think are
according to the customer’s requirements. For brands staying contemporary means:
Bringing about innovations
Living up to consumers’ likes and expectations
Engaging into a brand contract
Which one of the following promises are also called bad promises?
Negative promises
Uncovered promises
Implicit promises
Explicit promises
For many consumer goods you see commercials that focus only the whole family because:
Family members are potential buyers
Family is an important social group
Family income is higher
Family takes good decisions
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Which of the following is one of the marketer’s major positioning tools, that has a direct
impact on product or service performance; thus, it is closely linked to customer value and
satisfaction.
Product quality
Social marketing
Specialty marketing
Position marketing
According to Scot Davis, how many years are required to change the brand positioning?
Three to five years
Two to five years
Three to six years
Two to six years
__________ comes with keeping the brand contract while we go through innovations to stay
current.
Uniqueness
Credibility
Sustainability
Fit
PIMS stands for which of the following?
Positioning Impact of Marketing Strategy
Profit Impact of Market Strategy
Price Impact of Marketing Strategy
Promotion Impact of Marketing Strategy
The larger the ratio of brand assets to brand liabilities, the greater is the:
Brand Equity
Brand Power
Brand Value
Brand Ownership
Www.vuzs.info
Which of the following statements would NOT be considered a dimension of strategic issues?
Strategic issues require large amounts of the firm's resources
Strategic issues always impact the firm's long-term income
Strategic issues require the firm's external environment be considered
Strategic issues are future-oriented
MKT624 Question No: 20 ( M a r k s vuzs : 1 )
Which one of the following would NOT be considered one of the newest trends in mission
statement components?
Statements of company vision
Experience of team work and ethics
Reflection of sensitivity to consumers
Expression of concern for quality
If a brand of milk has a regular “tetra pack milk” and another with “higher calcium” then the
brand has two ________.
Offerings
Lines
Extensions
Different categories
A cellular phone company talks a lot about efficiency of service, low rates at particular time
of the day, and many other options to its subscribers but the service cannot catch up with the
growing demand of customers by way of frequency distortions or non- connectivity; then the
company has brought into the contract which of the following?
Implicit promise
Explicit promise
Negative promise
Positive promise
Which of the following authors states that benefits are weak unless they relate to the
customers’ central values and beliefs?
Jean-Noel Kapferer
Philip Kotler
Scot M. Davis
Geoffrey Randall
Which of the following are the functional and emotional associations which are assigned to a
brand by its customers and prospects?
Brand picture
Brand attribute
Brand image
Product identity
How many principles does brand contract have?
Three
Two
Five
Four
Which of the following is NOT the basic principle of a brand contract?
Translate into standards
Fulfill good promises
Uncover bad promises
Fulfill bad promise
All of the following are the primary components of positioning EXCEPT :
Customer’s analysis
Company business
Target market
Point of difference and key benefits
Which of the following positioning properties describes that “Good positioning opens many
new avenues for the brands to leverage themselves in areas of growth”?
New avenues for brand leveraging
Externally driven
Provides focus
Unique valued place
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Which of the following statements summarizes brand’s commitment or promise to target
consumers and actively communicates the advantage over competing brands”?
Positioning statement
Vision statement
Mission statement
Value statement
Marketers need to position their brands clearly in target customers’ minds. The strongest
brands go beyond attributes or benefit positioning so, the strongest brands are positioned on
the basis of which of the following?
Desirable benefit
Good packaging
Service inseparability
Strong beliefs and values
What are the common uses of mission and vision statements?
MKT624 Question No: 32( M - 10 )
Discuss all the steps of strategic management process which you have learned from this
course.
MKT624 Brand Management Final Term Paper 2011 Shared by

by Soban

There were 46 MCQs and 9 short and long questions which are given below:
Which one of the following is the indicator of brand assets?
Market share
Price premium
Brand reputation (all are brand strength only brand reputation are brand Asset)
Loyalty rate
An intangible value that accrues the company as a result of its successful efforts establish a strong brand is known as:
Brand management
Brand equity http://www.enotes.com/small-business-encyclopedia/brand-equity
Brand assets
Brand liabilities
Which of the following is an outer entity of a business strategy that supports business goals and objectives?
Brand architecture
Brand portfolio
Brand extension
Line extensio n
Which of the following options should be used keeping in mind that your brand is an asset that is going tprovide you with the right
contribution tenable you achieve all your financial goals.
Price
Marketing
Placement
Selling
At the stage of awareness of communication process, the customer s response reaches at what percentage?
75%
80%
70%
90%
A consumer contest is an example of which one of the following? Personal selling
Personal selling
Sales promotion
Advertising
Public relations
A brand based organization provides which of the following benefits?

Clarity of role
Commitment to brand growth
A collective responsibility
Which of the following drive all the strategies and always emerge as the most purposeserving research basis?
Needs
Wants
Demands
Desires
“A brand manager has to reside very close to the existing product while launching a new product” is the major negative aspect of
which one of the following strategy?
Line brand strategy
Range brand strategy
Product brand strategy
umbrella brand strategy
A marketer that wanted to include detailed explanations in advertisements would be most likely to use which one of the following?
Radio
Television
Outdoor displays
Magazines
Which one of the following is the characteristic of Esteem?

Purchase frequency
Market share
Price premium
Persona recognition
What is Mission statement?
What is 80-20 rule?
Define appreciation?
What is positioning?
How did you reach to your target market through media?

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MKT624 Brand Management

MKT624- Brand Management (Session - 1)

Question No: 1 ( Marks: 1 ) - Please choose one www.vuzs.info

Question No: 2( Marks: 1 ) - Please choose one

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Question No: 43( Marks: 3 )

Question No: 44( Marks: 3 )

MKT624 Question No: 1

Brand management is the function of which of the following?

MKT624 Question No: 2

Brand equity is the difference of brand’s __________ and brand’s __________.

Tangible assets; intangible assets

MKT624 Question No: 3

Which one of the following is a brand?

MKT624 Question No: 4

MKT624 Question No: 5

Brands are acknowledged and recognized on the basis of their:

MKT624 Question No: 6

clear__________ for your brand.

MKT624 Question No: 7

strategic management process?

Evaluation of the process for use in future decision making

Evaluation of options relative to the company's mission

Decreasing the levels of hierarchy present within the company's management

Developing a set of short-term objectives

MKT624 Question No: 8

Which aspect is least likely to be a consideration addressed in an organization's mission

Who are the firm's primary customers?

Brand equity is the difference of brand’s and brand’s .