Quiz 1: How Brands Work

Contemporary Brand Management

Business
33
Questions
10
True/False
20
Choices
3
Essay
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Questions

Q1
Free

A _______________ is a name attached to a product or service.

Multiple Choice
expand_more
A) Logo
B) Slogan
C) Brand
D) Advertisement
Answer:
C) Brand
Q2
Free

A strong brand improves the companies' ability to______________________________.

Multiple Choice
expand_more
A) Enter new markets
B) Increase its channel leverage
C) Facilitate product line extension
D) All of the above
Answer:
D) All of the above
Q3
Free

Brands are important today because ____________________________.

Multiple Choice
expand_more
A) It complicates the decision making process
B) Consumers have learned to trust brands and rely on them when buying
C) With a saturated market, brands allow consumers varied promises
D) Consumers like to try different types of products
Answer:
B) Consumers have learned to trust brands and rely on them when buying
Q4

What the brand stands for is its ______________________.

Multiple Choice
expand_more
A) Brand attribute
B) Brand personality
C) Brand identity
D) Brand image
Answer:

A) You need to subscribe to get the answer.

Q5

How important the brand is in consumer decisions depends partly on the product ______________________.

Multiple Choice
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A) Promise
B) Position
C) Category
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q6

When an established brand has a certain _________________ consumers use it to express their own.

Multiple Choice
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A) Brand attributes
B) Brand personality
C) Brand identity
D) Brand image
Answer:

A) You need to subscribe to get the answer.

Q7

The brand's ___________________ will set expectations of a certain level of product performance.

Multiple Choice
expand_more
A) Promise
B) Position
C) Loyalty
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q8

A brand that stands for much more that the particular product or service is ________________.

Multiple Choice
expand_more
A) A myth
B) Cachet
C) Iconic
D) Out of the ordinary
Answer:

A) You need to subscribe to get the answer.

Q9

To be successful a brand should have _____________________.

Multiple Choice
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A) A clear brand identity
B) Brand confidence
C) Brand personality
D) Brand promise
Answer:

A) You need to subscribe to get the answer.

Q10

The first step in the consumer decision process is:

Multiple Choice
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A) Problem search
B) Intention
C) Satisfaction
D) Evaluation of alternatives
Answer:

A) You need to subscribe to get the answer.

Q11

The _______________ will set the expectations of brand performance.

Multiple Choice
expand_more
A) Brand identity
B) Brand confidence
C) Brand personality
D) Brand promise
Answer:

A) You need to subscribe to get the answer.

Q12

When products are _______________ consumers are usually more involved in the decision process.

Multiple Choice
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A) Less expensive
B) Iconic
C) More expensive
D) Out of the ordinary
Answer:

A) You need to subscribe to get the answer.

Q13

The last step in the consumer decision process is:

Multiple Choice
expand_more
A) Problem search
B) Intention
C) Satisfaction
D) Evaluation of alternatives
Answer:

A) You need to subscribe to get the answer.

Q14

A strong brand has ______________________________.

Multiple Choice
expand_more
A) An identity
B) Positive image
C) A unique personality
D) All of the above
Answer:

A) You need to subscribe to get the answer.

Q15

The brand __________________ answers the question "Who are you."

Multiple Choice
expand_more
A) Promise
B) Position
C) Loyalty
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q16

The brand _______________________ is influenced by the traits of the typical user.

Multiple Choice
expand_more
A) Personality
B) Image
C) Loyalty
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q17

The brand __________________ gives assurances to consumers that they made the right choice.

Multiple Choice
expand_more
A) Image
B) Position
C) Loyalty
D) Identity
Answer:

A) You need to subscribe to get the answer.

Q18

All the following are things brands do for a firm EXCEPT.

Multiple Choice
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A) Price advantage
B) Channel advantages
C) Prevents for entering markets
D) Stock market advantages
Answer:

A) You need to subscribe to get the answer.

Q19

All of the following are things a brand can do for consumers EXCEPT.

Multiple Choice
expand_more
A) Support commonality
B) Reduce psychological risk
C) Reduce functional risk
D) Support self-expression
Answer:

A) You need to subscribe to get the answer.

Q20

Brands serve to _______________________, the cognitive dissonance when a consumer fears they have made the wrong choice.

Multiple Choice
expand_more
A) Increase psychological risk
B) Reduce functional risk
C) Reduce psychological risk
D) Increase functional risk
Answer:

A) You need to subscribe to get the answer.

Q21

Even when a large number of people are loyal to a brand, the trust has to be reinforced on every occasion that the brand is chosen.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q22

Research has shown that brand matters more in some product categories than in others

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q23

Weaker brands can collect a price premium from customers over a stronger brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q24

With a well known brand the customer can trust the brand "promise" and can rely on the brand name to make the choice.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q25

A company is able to determine how to make consumers perceive the image of the brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q26

All products have some identification and are therefore potential brands.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q27

A strong brand has a unique and distinct identity.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q28

Increase functional risk is one thing brands do for consumers.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q29

All brands, such as Colgate, are different enough to stand out.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q30

Since a brand is basically a name, anything with a name, including a person, can potentially become a brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q31

Describe the difference between brand identity, brand image and brand personality.

Essay
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Answer:

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Q32

Describe what brands do for consumers.

Essay
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Answer:

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Q33

Describe the typical consumer decision process.

Essay
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Answer:

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