Deck 4: Brand Identity and Positioning

Question 1

Interactive media can be best described as________________

A)Customized Marketing Messages
B)Marketing Communications Mix
C)Marketing Mix
D)Media that allow two-way messages between company and consumer

Answer 1

Media that allow two-way messages between company and consumer

Question 2

The mental act, condition or habit of placing trust or confidence in another shows which of the following options?

A)Motive
B)Belief
C)Behavior
D)Attitude

Answer 2

Attitude

Question 3

________refers to a brands objective (functional) attributes in relation to other brands.

A)Brand position
B)Product position
C)Brand relationship
D)Brand position and Product position

Answer 3

Brand position and Product position

Question 4

________defines what the brand thinks about the consumer, as per the consumer.

A)Brand attitude
B)Brand positioning
C)Brand relationship
D)Brand image

Question 5

________includes two aspects of a brand - its associations and its personality.

A)Brand attitude
B)Brand positioning
C)Brand relationship
D)Brand image

Question 6

________includes all that is linked up in memory about the brand. It could be specific to attributes, features, benefits or looks of the brand.

A)Brand attitude
B)Brand Associations
C)Brand relationship
D)Brand image

Question 7

________includes two visual signals of a brand - its character (e.g. Amul girl, Pillsbury doughboy) and its logo. Both are elements of brand identity.

A)Brand attitude
B)Brand Image
C)Brand Symbol
D)Brand Positioning

Question 8

___________can be thought of as a perceptual map of in which like products of the same company (say, toothpaste) are positioned very close to one another and compete more with one another than with brands of other companies.

A)Brand Comparison
B)Cannibalization
C)Positioning
D)Brand Associations

Question 9

A marketer needs to understand that some 'general traits' of a brand name are:

A)Easy to recognize
B)Easy to pronounce
C)Easy to memorize or recall
D)East to recognise, pronounce, recalls

Question 10

Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band-aid and Ujala are the examples of………..

A)Descriptive Brand Name
B)Suggestive brand name
C)Free Standing brand name
D)Position

Question 11

Kadak, Xerox, Exxon, Fidji are examples of____________________

A)Free Standing brand name
B)Descriptive Brand Name
C)Suggestive brand name
D)Suggestive and descriptive name

Question 12

Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are examples of__________

A)Descriptive Brand Name
B)Suggestive brand name
C)Free Standing brand name
D)None of the above

Question 13

Watches sold as a Jewellery is related to_____________

A)Titan Raga
B)Tanishq
C)Swatch
D)GoldPlus

Question 14

Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of_____________

A)Benefit related positioning
B)Positioning by usage occasion and time of use
C)Category related positioning
D)Price Quality positioning

Question 15

"Jod jo tootega nahin" tagline is related with brand……

A)M-Seal
B)Fevikwik
C)Fevicol
D)Ambuja cement

Question 16

Lifebuoy - kills the germs you cannot see, is an example of_____________________

A)Emotional benefit related to positioning
B)Functional benefit related positioning
C)Usage occasion related to positioning
D)Health-related positioning

Question 17

Match the correct
1) Close up
2) JK Tyres
3) J&J
4) Liril
i. Fresh
ii. Caring
iii. In control
iv. Confident
Options:

A)1(ii), 2(iii), 3(i), 4(iv)
B)1(ii), 2(iv), 3(i), 4(iii)
C)1(iv), 2(iii), 3(ii), 4(i)
D)1(ii), 2(iii), 3(iv), 4(i)

Question 18

Which is not an example of Positioning by usage occasion and time of use?

A)Listerine - night time rinse
B)Nescafe - Great start to the morning
C)NIIT (Inspired……life begins at NIIT)
D)Domino's (When families are having fun)

Question 19

marketing is a process which aims at _________________

A)production
B)profit making
C)satisfaction of customer needs
D)selling products