1. The strategic branch management process involves four main steps.

Which of the
following would NOT be among those steps?.
A. Measuring consumer brand knowledge
B. Identifying and establishing brand positioning
C. Planning and implementing brand marketing
D. Measuring and interpreting brand performance
2. The American Marketing Association defines a as a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services
of one seller or group of sellers and to differentiate them from those of competitors.
A. Holistic product concept
B. Product concept
C. Service concept
D. Brand
3. Consumers learn about brands through and product marketing
programs.
A. The mass media
B. Past experience with product
C. The sales force
D. Shopping bots
4. is endowing products and services with the power of a brand.
A. Brand Image
B. The Branding Concept
C. Branding
D. Brand Positioning
5. Brand is the added value endowed to products and services.
A. Loyalty
B. Equity
C. Preference
D. Satisfaction
6. When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so
on that become associated with the brand, the consumer is expressing brand .
A. Knowledge
B. Loyalty
C. Behavior
D. Preference
7. is what drives the differences that manifest themselves in brand equity.
A. Brand image
B. Consumer income
C. Consumer purchasing power
D. Consumer knowledge
8. Strong brands possess all of the following marketing advantages EXCEPT
.
A. Greater quality
B. Larger margins
C. Guaranteed profits
D. Improved perceptions
9. There are four key components—or pillars—of brand equity. Which of those
components or pillars measures the breadth of a brand’s appeal?.
A. Differentiation
B. Relevance
C. Esteem
D. Knowledge
10. According to Aaker, a particularly important concept for building brand equity is
the unique set of brand associations that represent what the brand stands for and
promises to consumers.
A. Brand Knowledge
B. Brand preference
C. Brand identity
D. Brand vision
11. are those trademarkable devices that serve to identify and differentiate
the brand.
A. Brand element
B. Brand value
C. Brand perception
D. Brand image
12. If a brand element can be used to introduce new products in the same or
different categories, the brand element is said to be .
A. Meaningful
B. Likable
C. Transferable
D. Memorable
13. With respect to powerful brand elements, a is an extremely efficient
means to build brand equity. The element can function as useful “hooks” or “handles” to
help consumers grasp what the brand is and what makes it special.
A. Spokesperson
B. Product shape
C. Slogan
D. Patent
14. is the consumers’ ability to identify the brand under different conditions,
as reflected by their brand recognition or recall performance.
A. Brand awareness
B. Brand image
C. Brand alternation
D. Brand perception
15. For a brand to succeed, marketers must “walk the walk” and ensure that
employees and marketing partners do the same. Marketers often must use to motivate
those groups to support the brand.
A. Global branding
B. Retro-branding
C. Internal branding
D. External branding
16. All marketing strategy is built on STP—segmentation, targeting, and .
A. Positioning
B. Product
C. Planning
D. Promotion
17. is the act of designing the company’s offering and image to occupy a
distinctive place in the mind of the target market.
A. Positioning
B. Product conceptualization
C. Promotion presentation
D. Performance imaging
18. The result of positioning is the successful creation of , a cogent reason why
the target market should buy the product.
A. an award winning promotional campaign
B. a customer-focused value proposition
C. a demand channel
D. every-day-low-pricing
19. A good illustration of the value position for Perdue (chicken) is .
A. one price beats all
B. more tender golden chicken at a moderate premium price
C. bring chicken to the world
D. chicken any way you like it
20. are associations that are not necessarily unique to the brand but may in
fact be shared with other brands.
A. Point of parity
B. Brand cells
C. Brand positions
D. Points of competitive fields
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