1.

Diesel successfully competes with other fashion labels because of the image
it represents to a youthful, stylish audience. What type of positioning strategy
does this represent?. Single choice.

(1/1 Point)
channel

lifestyle

innovation

head on
2.Associations that are not necessarily unique to the brand are called
____________.. Single choice.
(1/1 Point)
points of difference

competitive framing

points of parity

positioning
3.Nivea has expanded from a skin-cream brand to a skin-care and personal-
care brand through carefully designed and implemented brand extensions.
This is an example of ______________.. Single choice.
(0/1 Point)
brand expansion

brand revitalization

brand extension

forward branding
4._____ occurs when consumers no longer associate a brand with a specific
product or highly similar products and start thinking less about the brand..
Single choice.
(0/1 Point)
Brand apathy

Brand neglect

Brand ignorance

Brand dilution
5.When a consumer expresses thoughts, feelings, images, experiences, beliefs,
and so on that become associated with the brand, the consumer is expressing
brand ________.. Single choice.
(0/1 Point)
knowledge

loyalty

equity

preference
6.Studies have shown that package changes in colours, graphics, or
configuration can dramatically alter _____________.. Single choice.
(1/1 Point)
acceptance by retailers

annual sales figures

marketing communications strategies

consumers' perception of the same product

7.Intel Inside is a classic example of which one of the following?. Single choice.
(1/1 Point)
Bundling

Joint venture

Effective packaging

Ingredient cobranding
8.The Maybach brand stands for dependability. This is an example of branding
allowing for the creation and development of?. Single choice.
(1/1 Point)
equity

loyalty

a trademark

an image
9.Nike has the distinctive Swoosh logo, the Just Do it slogan and the Nike
name based on a mythological goddess. These items are called ______________..
Single choice.
(1/1 Point)
Brand equity

Brand identity elements

Brand resonance

Brand imagery
10.David Aaker views brand equity as a set of five categories of brand assets
and liabilities linked to a brand that add or subtract from the value provided
by a product or service to a firm and/or that firm’s customers. All of the
following would be among Aaker’s five categories EXCEPT ________.. Single
choice.
(1/1 Point)
perceived quality

brand loyalty

brand price

brand awareness
11.Frito Lays offers several types of Lays wafers variants, like Lays Classic, Lays
Masala, Lays Cream and Onion to name a few. This is an example of a
_____________.. Single choice.
(-/1 Point)
category extension

brand reinforcement

line extension

brand revitalization
12.Creating the image of a "delivered pizza" rather than a "frozen pizza"
category for McCain's pizza is an example of _______.. Single choice.
(0/1 Point)
point of parity

positioning

imaging

competitive framing
13.The brand's position in the marketplace and the hearts and minds of
consumers is reflected by________. Single choice.
(1/1 Point)
core values

brand recognition

brand equity

brand name
14.Honda uses the corporate brand name to cover different products such as
automobiles, motorcycles, lawn mowers, snowmobiles, etc. This is an example
of a ___________.. Single choice.
(1/1 Point)
line extension

category extension

upmarket extension
 downmarket extension
15.This is a commercial process whereby the trademark of an established
brand is used by another organisation over a defined period of time, in a
defined area, in return for a fee, to develop another brand ___________.. Single
choice.
(1/1 Point)
Cobranding

Licensing

Generic branding

Brand extension
16.The content of most advertising in any medium usually
includes_______________. Single choice.
(1/1 Point)
leadership positioning

brand identity elements

celebrities

disclaimers
17._____ is consumers' ability to identify the brand under different conditions
as reflected by their brand recognition or recall performance.. Single choice.
(0/1 Point)
Brand identity

Brand image

Brand preference

Brand awareness
18.______________ provide information about content, taste, durability, quality,
price, and performance, without requiring the buyer to undertake time-
consuming comparison tests with similar offerings or other risk reduction
approaches to purchase decisions.. Single choice.
(0/1 Point)
Brand personalities

Brand names

Brand positioning

Brand equity
19.All of the following are desirable qualities for a brand name EXCEPT
______________________.. Single choice.
(1/1 Point)
 it should suggest something about the product’s benefits and qualities

it should be distinctive

it is best if it is a computer generated name (this gives it something that no one else has)

it should be capable of registration and legal protection

20.If Ford Motor Company and Mahindra work together to design and
sponsor a new sport utility vehicle, then the companies are using which of the
following brand sponsorship options?. Single choice.
(1/1 Point)
licensed branding

national branding

retail branding

co-branding