Question 1

Which of the following is a potential source of brand dilution?

Accepted Answer

All of the options listed can potentially lead to brand dilution. Trademark infringement can dilute a brand's unique identity, brand crises can damage reputation, marketing mix decisions can confuse or alienate consumers, and brand leveraging can stretch a brand too thin if not done carefully.

Question 2

Which of the following is NOT a possible source of brand dilution due to marketing mix decisions?

Accepted Answer

Cybersquatting refers to the practice of registering names, especially well-known company or brand names, as Internet domains, in the hope of reselling them at a profit. It does not directly result from marketing mix decisions, which typically involve product, price, place, and promotion strategies.

Question 3

Elements that identify a brand-such as brand names, logos, colors, package designs, and sounds- are eligible for trademark registration.

Accepted Answer

These elements are distinctive identifiers of a brand and can be legally protected through trademark registration to prevent unauthorized use by others.

Question 4

The basics of a brand crisis plan include:

Accepted Answer

The basics of a brand crisis plan include all of the above: assessing the severity of the event, identifying how the firm can handle the initial response, identifying types of responses depending on the investigation of the incident, and assessing whether the event involves serious injury or outrageously poor customer service.

Question 5

Which of the following is NOT a step in the brand exploratory phase of a brand audit?

Accepted Answer

The answer of Which of the following is NOT a...

Question 6

The goal of a brand exploratory is to measure the equity of the brand, and hence to identify the distinctive brand associations.

Accepted Answer

A brand exploratory aims to understand the equity of a brand by identifying and assessing the unique associations consumers have with the brand, which are crucial for its differentiation and value in the market.

Quiz 1: Strategic Brand Management Lessons for Winning Brands in Globalized Markets