Question 1

Brand names and logos are trademarked assets used as ______ to relay meaning.&#10;A) sensory cues&#10;B) intangible cues&#10;C) service cues&#10;D) tangible cues

Accepted Answer

D

Question 2

As part of the associative network memory, a set of nodes represent ______.&#10;A) brand associations&#10;B) stored information&#10;C) brand assets&#10;D) memory structure

Accepted Answer

The nodes in the associative network memory represent stored information, including memories, experiences, and knowledge about a brand or product. Brand associations and assets may be represented within these nodes, but they are not the primary function of the associative network memory. Memory structure refers to the organization and arrangement of these nodes within the network.

Question 3

A person's ability to identify a brand is referred to as ______.&#10;A) brand awareness&#10;B) brand recognition&#10;C) brand image&#10;D) brand concept

Accepted Answer

Brand awareness refers to a person's ability to identify a brand.

Question 4

Which of the following is not a component of customer equity?&#10;A) brand equity&#10;B) offer equity&#10;C) attribute-based equity&#10;D) relationship equity

Accepted Answer

Brand equity, offer equity, and relationship equity are all components of customer equity. Attribute-based equity is not a recognized component.

Question 5

The two primary variables of the Customer-Based Brand Equity Framework, image associations and brand awareness, result in ______.&#10;A) brand assets&#10;B) brand equity&#10;C) brand value&#10;D) brand knowledge

Accepted Answer

Brand knowledge is the result of image associations and brand awareness in the Customer-Based Brand Equity Framework.

Question 6

Which of the following could cause a major disruption in the distribution of market share by brand?&#10;A) language processing assistants&#10;B) voice-command-driven purchases&#10;C) artificial intelligence assistants&#10;D) voice technology

Accepted Answer

Voice-command-driven purchases have the potential to disrupt the distribution of market share by brand because they enable consumers to make purchases solely based on verbal commands, without necessarily seeing or comparing different brands. This could result in a shift in market share towards brands that are more easily recognizable or have a stronger reputation.

Question 7

Which of the following is not one of the 3Cs in the comprehensive brand identity system?&#10;A) consumer characteristics&#10;B) company context&#10;C) consumer confidence&#10;D) competitive rivalry

Accepted Answer

Consumer confidence is not part of the 3Cs in the comprehensive brand identity system; the 3Cs include consumer characteristics, company context, and competitive rivalry.

Question 8

Brands that contribute to an existential search for meaning as a sustainable legacy may earn ______.&#10;A) heart share&#10;B) legend share&#10;C) mind share&#10;D) value share

Accepted Answer

The answer of Brands that contribute to an existential search...

Question 9

Which type of brand purpose seeks to provide a solution to a problem?&#10;A) emotional brand purpose&#10;B) societal brand purpose&#10;C) aspirational brand purpose&#10;D) functional brand purpose

Accepted Answer

Functional brand purpose focuses on providing a solution to a problem or addressing a specific need of the customers. Therefore, a functional brand purpose seeks to provide a solution to a problem. Emotional brand purpose refers to brands that seek to connect with customers through emotions, while societal brand purpose seeks to make a positive impact on society. Aspirational brand purpose, on the other hand, aims to inspire customers to achieve their goals or aspirations.

Question 10

Which of the following is not a characteristic of effective purpose-led branding?&#10;A) meaningful&#10;B) unique&#10;C) sustainable&#10;D) coherent

Accepted Answer

All of the other characteristics - meaningful, unique, and coherent - are essential for effective purpose-led branding. However, sustainability may or may not be relevant to a brand's purpose. While sustainability is certainly an important consideration for many companies today, it is not necessarily a defining characteristic of purpose-led branding.

Question 11

All of the following are components of the brand identity planning model EXCEPT ______.&#10;A) brand image&#10;B) brand purpose&#10;C) brand offers in the market&#10;D) brand identity imprint

Accepted Answer

The answer of All of the following are components of...

Question 12

Brand as platform acknowledges the brand identity implications tied to ______.&#10;A) brand ecosystems&#10;B) brand identity&#10;C) brand awareness&#10;D) brand positioning

Accepted Answer

The answer of Brand as platform acknowledges the brand identity...

Question 13

Which effective brand asset usage characteristic means the brand reinforces relevant brand purpose, principles, and messaging?&#10;A) consistency&#10;B) communication&#10;C) clarity&#10;D) coherent

Accepted Answer

The answer of Which effective brand asset usage characteristic means...

Question 14

All of the following are TRUE about the branded house strategy option EXCEPT that it ______.&#10;A) is the most autonomous option&#10;B) leverages an established master brand&#10;C) requires a minimum investment in each new offering&#10;D) enhances the clarity and synergy of a portfolio

Accepted Answer

The answer of All of the following are TRUE about...

Question 15

An assembled collection of brands is referred to as a ______.&#10;A) master brand&#10;B) branded house strategy&#10;C) house of brands&#10;D) endorsed brand strategy

Accepted Answer

The answer of An assembled collection of brands is referred...

Deck 11: Maintaining Value Through Branding and Brand Management