Deck 5: Brand Positioning and Strategy

Question 1

Functional benefits can be related to

A)Volvo is a safe and Durable car
B)Strong & Rugged when wearing Levis
C)Excited while watching MTV
D)Sophisticated by using Ralph Lauren Perfume

Answer 1

Volvo is a safe and Durable car

Question 2

In brand identity - Brand as a product example is

A)Toberlone -
B)Airtel
C)Swatch bharth
D)Go Green

Answer 2

Toberlone -

Question 3

Select the correct position - Coke @Rs 10

A)Cultural symbol
B)Product class
C)Price and Quality
D)Competitor

Answer 3

Price and Quality

Question 4

Positioning by use or application brand example

A)Cadbury - 5 star
B)Godrej hair dye - Kato Kholo Lagao
C)Lal Kila basmathi
D)Cycle agarbathi

Question 5

Positioning a product by associating it with a particular user or group of users is called.

A)Positioning by Price.
B)Positioning by usage
C)Positioning by Product class
D)Positioning by product user

Question 6

Which of the following is not an attribute ofBig-5 theory.

A)Sincerity
B)Excitement
C)Brand
D)Ruggedness

Question 7

It associates a product with someone other than the principal producer.

A)Co-branding
B)Brand building
C)Brand strategies
D)Brand association

Question 8

Pepsi Blue in 2003 during cricket world cup is known as _____.

A)Range brand
B)Moving the brand up
C)Moving brand down
D)Ad-hoc

Question 9

Zodiac brand launched ZOD" to give it a new and fresh look . The brand strategy is

A)Moving the brand up
B)Moving the brand down
C)ad-hoc
D)Co- branding

Question 10

Nokia launched Nokia ASHA for the labour / worker class, Not very high priced; it had the potential to affect the minds of the target audience in a very positive way . The brand strategy is

A)Moving the brand up
B)Moving the brand down
C)ad-hoc
D)Co- branding

Question 11

_______often involves a different flavour or ingredient variety, a different form or size, or a different application for the brand.

A)Brand extension
B)Line Extension
C)Co- branding
D)Ad- brands

Question 12

Rin ,Wheel and Surf Excel from Unilever the brand strategy is:

A)Multi Branding
B)Mix branding
C)Multi product branding
D)Multi strategy

Question 13

The main reason to adopt multiple branding strategy is to pursue_______

A)New market segment
B)Multiple brand segments
C)No market segments
D)Two market segments

Question 14

______is the set of all product lines and items that a particular seller makes available to buyers example In addition to soup, Maggi sells masala, ketchup, noodles, pasta etc.

A)Proud Mix
B)Proud line
C)Brand Mix
D)Brand Line

Question 15

Select the correct brand for the brand building block-. Pressure to invest elsewhere-The sins of complacency and greed

A)Dove
B)Top Ramen
C)Xeorx
D)Lenovo

Question 16

Most corporate go through short term pressures. This has been opined by Sony's Founder________

A)Akio Morito
B)Kevin Keller
C)David Aaker
D)Philip Kotler

Question 17

How many brand building guidelines are there ?

A)Five
B)Six
C)Eight
D)Ten

Question 18

One of the brand building guidelines is to continue _________ even when the financial goals are not being net.

A)Investing in brands
B)Not to invest in brands
C)Investing in Customers
D)Investing in Stocks

Question 19

Despite this massive set back, they kept the cord live with their consumers. A series of videos with hashtags WEMISSYOUTOO were launched by the well known brand

A)Yippe
B)Top Ramen
C)Maggi
D)Chings

Question 20

Brand awareness may exist in three levels: Brand Recognition________ and Top of the Mind

A)Brand recall
B)Brand positioning
C)Brand equity
D)Brand vision

Question 21

On the fourth level these groups are have emotional feeling attachment towards the brand. The consider the brand as

A)Competitor
B)Association
C)Friend
D)Promise

Question 22

Coordinate brand building activities across diverse media option does not include

A)public relation
B)promotion
C)sponsorship
D)market research

Question 23

__________________are concerned with creating a lasting impression among consumers and improving product sales and market share.

A)Marketer
B)Brand Manager
C)Consumer
D)Manufacturer