1.
What's the meaning of brand "Brandr" in the old norse?
A
To burn
B
Intent to differentiate from others
C
name, term, sign, symbol, or design
2.
What's the meaning of brand according to the AMA?
A
name, term, sign, symbol, or design (or combination) to differentiate them from competition
B
something that has created a certain amount of awareness, reputation, prominence, in the marketplace
C
Intent to differentiate from others
3.
What's the "brand" definition according to practitioners?
A
Intent to differentiate from others
B
name, term, sign, symbol, or design, or a combination of them to differentiate them from competition
C
something that has created a certain amount of awareness, reputation, prominence, in the marketplace
4.
What are the brand elements?
A
Color, type of product, category, warnings.
B
Name, logo, symbol, package design, etc. characteristics to identify product
C
Name, color, type of product, warnings, package designs. characteristics to identify product
5.
How many levels of meaning of product are there?
A
4
B
3
C
5
6.
What is the name "Lexus Automobile" based on?
A
Person name
B
Prefixes and suffixes
C
Inherent meanings of attribute
7.
What is the name "Lean cuisine" based on?
A
Prefixes and suffixes
B
Inherent attributes
C
People, places, or animal names
8.
"evaluate product attributes like sturdiness, size, color, style, design, weight, and ingredient composition by visual inspection" What product classification does it belong to?
A
Search goods
B
Experience goods
C
Credence goods
9.
"cannot assess product attributes like durability, service quality, safety, by inspection, trial and experience is necessary" What classification of products does it belong to?
A
Credence goods
B
Search goods
C
Experience goods
10.
"like insurance coverage, consumers may rarely learn product attributes" What product classification does it belong to?
A
Search goods
B
Credence goods
C
Experience goods
11.
Way in which mkt value of a product/brand can be measured
A
Brand equity
B
Brand measurements
C
Brand level
12.
involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity
A
Strategic brand management process
B
Strategic brand management steps
C
Strategic brand management plan
13.
is at the heart of marketing strategy. It is the “act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind.”
A
Brand equity
B
Brand Leverage
C
Brand positioning
14.
Reflects the essential heart and soul of the brand
A
Brand positioning
B
Brand mantra
C
Brand itself
15.
Asses in healthy of brand, suggest ways to improve and leverage its equity
A
Brand audit
B
Brand evaluation
C
Brand examination
16.
What are the offensive criteria to choose brand elements
