Satish Pradhan Dnyanasadhana College, Thane Department of Bms Brand Management Sample MCQ

SATISH PRADHAN DNYANASADHANA COLLEGE, THANE
DEPARTMENT OF BMS
BRAND MANAGEMENT SAMPLE MCQ
SR QUESTION a b c d ANSWER
NO
1 A brand is defined Liquid Fixed Current Intangible d
as an _________
asset.
2 Which of the To Establish To Establish To Do Telly To Acquire c
following is not an An Identity An Identity Calling And Place For The
objective of Brand For The For The Acquire Sales Product In
management? Product Or A Product Or A Consumers’
Group Of Group Of Minds For
Products. Products. High And
Consistent
Quality.
3 3 C's of branding are Continuity Coverage Collaboration Clarity d
___________ ,
consistency and
constancy.
4 Brand __________ Audit Edit Recalling Rejuvenating a
are a means to
provide in-depth
information and
insights essential for
setting long-term
strategic direction
for the brand
5 A ___________ is a Market Goods Product Things c
specific item that
different
organisations sell in
the market to their
consumers with the
sole purpose of
making profits.
6 This is a scenario in Under Over Confused Double b
which the customers Positioning Positioning Positioning Positioning
have too limited a
awareness of the
brand.
7 which of the H&M Zara Nyka Raymonds c
following is not a
clothing brand
brand?
8 The brand element Unique Uniform Unique Uniform b
that specifies the Resource Resource Reference Reference
location of web Locator Locator Locator Locator
pages.
9 Relate marketing Permission Experiential Relationship One To One b
creates experiences Marketing Marketing Marketing Marketing
by taking into
account individual's
desire to be a part
of the social context
10 It is used to identify Brand Brand Brand Brand a
the brand, to Elements Personality Positioning Marketing
enhance brand
awareness and to
facilitate unique
brand associations.
11 _____________ is Brand Brand Gap Brand Brand b
the difference Differentiati Communicati Extension
between what a on on
brand promises to
deliver in its
communications
and what it actually
does
12 Three fundamental Word-Of- Fair Pricing Market Niche Pricing c
pricing approaches Mouth Penetration
are market Pricing Pricing
skimming pricing,
neutral pricing, and?
13 Customize products One To One Cause Standardized Relationship a
and services Marketing Marketing Marketing Marketing
14 It is an approach of Green Cause Relationship Permission d
selling goods and Marketing Marketing Marketing Marketing
services in which a
prospect explicitly
agrees in advance to
receive marketing
information
15 The Drivers that Brand Brand Brand Brand b
differentiate and Emotions Elements Conversation Judgment
identify the brands
are classified as?
16 The series of Brand Audit Brand Brand Brand a
procedure in which Tracking Valuation Evaluation
customer is focused
, helps to access
brand's health and
leverage equity are
classified as ____
17 ____ is as if ' making Brand Brand Image Brand Audit Brand Value a
the brand come Personality
alive'.
18 ____ is a measure of Brand Brand Equity Brand Recall Image a
the attachment that Loyalty
a customer has to a
brand
19 ____ may be tested Brand Recall Brand Relevance Price a
in two forms: Aided Awareness
recall & Unaided
recall
20 What is more Quality Quantity Customer Customer a
important in brand Perception Experience
equity?
21 Amul Masti Dahi is Line Brand Category Brand b
an example of: Extension Extension Extension Discontinuati
on
22 _____ helps Cause Brand Global Brands Brand a
consumers to justify Marketing Reinforceme Enrichment
their self worth to nt
others or
themselves
23 Another way of Positioning Segmenting Targeting Repositioning d
getting the brand
revitalized is
through the
_________________
_
24 _____________ can Brand Brand Brand Equity Brand Profit c
be seen in the way Extension Diversificatio
the customer thinks, n
feels, perceives the
product along with
its price and market
position
25 Digital branding, in Geographic Natural Confined Cultural d
general need to
have the consumer-
specific orientation
addressed to
consumers in a
______________
context
26 Brand Asset Comparative Qualitative Quantitative Price a
Valuator (BAV)
provides _____
measures of the
brand quity of
thousands brands
across different
categories
27 ______ analysis Market Brand Conjoint Price c
aims to find the
optimum
positioning between
low-price-low-
quality and High-
Price-High-quality
28 ………defines what Brand Brand Brand Brand Image a
the brand thinks Attitude Positioning Relationship
about the
consumer, as per
the consumer
29 The comparison of Brand Brand Brand Brand Asset d
brand equity from Preference Differences Similarities Valuator
thousands of Valuator Valuator Valuator
different brands
with several
categories is called?
30 _________is the Brand Value Brand Brand Equity Brand Image c
added value Strategy
endowed on
services and
products.
31 Four P’s was initially E J Mccarthy Kotler Rob Gray Mishkin a
expressed by?
32 In BVA, the Perceived Esteem Energized Energized b
measurement of Esteem Esteem Similarities
loyalty perceptions
and how well brand
is respected is
classified as?
enhance brand
awareness and to
facilitate unique
brand associations.
34 Content Marketing Slogans Blogging Jingles Logos b
consists of
35 _________ helps Brand Branding Brand Brand b
make purchasing Identity Essence
decisions easier.
36 Which of the A B C D c
following statement
is TRUE?
A. Brand-essence
serves as a metric to
evaluate buyer’s
marketing
strategies.
B. Branding is a
useless tool to
differentiates the
product and the
producer
C. Brands give
consumers a reason
to share the
opinions positively
D. Brand can be
copied easily
37 The Brand Brand Brand Value Brand b
_________________ Positioning Resonance Chain Identity
__ model describes
how to create
intense, activity
loyalty relationships
with customers.
38 Under Keller’s Brand Brand Brand Brand Brand c
Equity Model For Identity Meaning Responses Relationships
Building A Strong
Brand "What do I
think or feel about
you?" mean
39 A brand identify is Organisation Community Personality Marketing a
the centring idea of
business _________
40 A brand is defined Tangible Intangible Long Term Short Term b
as an__________. Assets Asstes Asstes Asstes
41 "Just Do It" is a Puma Adidas Nike Louis Vitton c
tagline of which
brand?
42 It is a form of Experiential Managemen One To One Cause a
advertising which Marketing t Marketing Marketing Marketing
focuses primarily on
helping consumers
experience a brand.
43 Short term Trade Push Money Trade Contest Price Deal a
encouragements Allowances
offered to persuade
a Trader to stock up
on Goods is?
44 The offering of all Company Brand Line Brand Corporate c
brands and the Portfolio Portfolio Portfolio Portfolio
brand lines by a
particular company
is considered as?
45 The abililty of the Technonlogy Salesperson Quality Price c
marketing program
to affect the
customer mind-set
will depend on its
___
46 In this marketing, Relationship Permission Experiential One To One b
the privilege (not Marketing Marketing Marketing Marketing
the right) of
delivering
anticipated,
personal and
relevant messages is
only to those people
who actually want
them.
47 Distribution Employees Customers Employers Producers b
channel's are
categorized by
number of
intermediaries
among
manufacturers and?
48 Which of the Maruti Tesla Bmw Hummer d
following car brand Suzuki
no longer exists?
49 This majorly focuses Sponsorship Modifier Brand Branding c
on maintaining the Reinforcemen
Brand Equity t
brand promises to
deliver in its
communications
does
MCQ’s of BRAND MANAGEMENT MKT624
1. At the center of a brand’s characteristics is the following:
a. Identity
b. Image
c. Value
d. None of the given options
2. Brand management came into being for which of the following reasons:
a. Companies wanted to achieve scale economies.
b. It supplemented financial management practices
c. It suited production and operations personnel
d. Companies wanted to differentiate their products and highlight distinctions in a
competitive environment.
3. Brands like to stay contemporary because of:
a. Others do it
b. Staying attractive
c. Upholding the contract
4. Features and attributes of brands translate into benefits and _____________ are also
fulfilled along with these benefits.
a. Customer values
b. Brand values
c. Organizational goals
d. Brand associations
5. A good brand contract:
a. Keeps customer perspective in view
b. Delivers promises made with customers
c. Unearths negative promises
d. All of the given options
6. Continuously renewing the difference makes your product ____________.
a. Look superior
b. Highly unacceptable
c. Not conforming with market standards of evolving changes
d. Conforming to the changing behavior and beliefs of customers
7. A brand-based model reveals the following:
a. Why customers buy the brands they buy?
b. What are the underlying motives for their purchasing brands of their preference?
c. Why companies keep their brands contemporary?
8. The most important factor in brand management is to ensure that your ___________
must be matching with consumers’ perceptions.
a. Brand pinnacle
b. Brand’s persona
c. Brand associations
d. Brand value
9. While developing the brand picture, first of all, you envision:
a. Attributes
b. Obsessions
c. Benefits
10. To have value, a brand must offer which one of the following?
a. A simple product range with a defined set of features
b. A complex product range with a defined set of features
c. Consistency, a reduced level of perceived risk for the buyer, and a range of
functional and emotional attributes which are of value to buyers
d. An identity through which the customer can trace the party responsible for supplying
the product
Page 1 of 20
1. The elasticity of sales to sales promotion is __________ that of advertising.
a. Less than
b. Equal to
c. Greater than
d. Inversely proportional to
2. A mix of different communication tools has a better chance of achieving:
a. Objectives
b. Synergy
c. Efficiency
d. Effectiveness
3. If two different brands are distributed by one company, it is considered under:
a. Wholesale
b. Co-branding
c. Joint venture
d. Merger
4. A company’s own retail outlets are meant:
a. To avoid the threat of distributors’ power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
c. Both of the given options
6. The power based on a channel member’s superior knowledge and information about his
products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power
7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services
8. Advertising _____ is capable to attract consumers only if it is based on their needs.
a. Reach
b. Copy
c. Frequency
d. Media
9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
10. Mostly, the major source of power throughout the distribution channel is:
a. The company
b. The brand
c. The distributor
d. The customer
Page 2 of 20
1. A great effort in terms of time and money is required for __________; and despite the
effort, results are not guaranteed.
a. Growth
b. Profitability
c. Branding
d. Promotion
2. Brands are born out of the following strategies:
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies
3. Brand identity is followed by _________, which is a reflection of what marketers planed
to send to the public.
a. Brand value
b. Brand image
c. Advertising
d. Brand personality
4. Right branding increases __________ of the product, which should be more than that of
the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value
5. _________ are incurred by brands because of failures and questionable business
practices that may increase costs and liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures
6. Introduction of more brands and extensions leads to __ with no new benefits to consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition
7. While defining the industry during the analysis, brand managers must consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
8. The difference between company’s present financial position and the financial
objectives is known as:
a. Contribution gap
b. Contribution margin
c. Financial objectives’ failure
d. Low demand in market
9. A ___________ has to answer the questions like what would be the short of market if
our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association
10. Brand assets include:
a. The name of the brand
b. Reputation, relevance, and loyalty
c. Less quality complaints
Page 3 of 20
1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change
2. ______________ occurs by maintaining the brand contract while undergoing innovations
and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility
3. When we keep the same brand name of new offerings so that customers may develop an
immediate familiarity, the resultant phenomenon is known as:
a. Leveraging
b. Extension
c. Diversification
d. Stretching
4. Introduction of another strength of a medicine by a pharmaceutical company is an
example of:
a. Brand extension
b. Line extension
c. Brand diversification
5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived by customers to
be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand name
6. The __________ relates to extra benefits that a brand offers to its customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation
7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers’ need
b. Effectively compete in market
c. Save the actual brand image
d. Fill all the gaps in market
8. When the same brand name holds several products in different markets, it is known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand
9. Factors affecting the choice of distribution channel include:
a. Customer value
b. Sales revenues
10. ___________ provides a good quality of service because of a direct interface with the
customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
Page 4 of 20
1. In a specific strategic market plan, a profit centre that is self-supporting in terms of sales,
markets, production, and other resources is known as:
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit
2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market
4. Shan Foods is involved in selecting and analyzing a target market and developing a
marketing mix to gain long-run competitive advantages. Based on this example, Shan
Foods is creating a:
a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy
5. Which of the following is not a reason of “selling a service is difficult”?
a. Competitors can copy services very easily
b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service
6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public
7. A __________ organization is customer-centric, and all the decisions it makes are based
on involvement of all in the organization.
a. Brand based
b. Consumer based
c. Marketing
d. Competition based
8. Measuring your brand’s performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture
9. Critical success factors for a firm include:
a. Changing lifestyles and attitudes
b. Low-cost production efficiency
10. PIA runs a series of television commercials that show its staff going out of their way to
help customers. An important secondary audience for these ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers
Page 5 of 20
1. Which one of the following form of asset the brand has __________?
a) Tangible assets
b) Intangible assets
c) Current assets
d) Fixed assets
2. The functional risk of brand is related to __________.
a) Price
b) Performance
c) Social image
d) Our self concept
3. With the effort of team of professionals in a company, produce end product which is
related to the ____.
a) Brand creation
b) Idea creation
c) Brand management
d) Marketing management
4. A differentiated product may be unique in the marketplace, but it will only be successful
under which of the following circumstances?
a) If it satisfies customers' needs
b) If the price differential is minimal
c) If the brand can be classed as aspirational
d) Differentiated products will always be successful
5. Choosing a suitable international brand name is an important, but often difficult, part of
the process that creates a strong and distinctive brand. Which of the following
statements about choosing a name for a new soft drink is UNTRUE?
a) The name should be memorable and easy to pronounce
b) The name must be checked by experts to ensure it doesn't infringe on another company's
brand name
c) The name should have positive associations with the benefits and features of the product
d) The brand name must be modern and contemporary
6. Which of the following is the indicator of brand strength?
a) Brand reputation
b) Patents and rights
c) Perceived brand values
d) Growth rate
7. There are lot of customers have the knowledge of brand. They are inclined to be bound
into a contract. A customer bound by a contract is known as __________.
a) Loyal customer
b) Difficult customer
c) Potential customer
d) Finicky customer
8. Which one of the following is the best example of implicit promise?
a) Personal computer
b) Furniture
c) Green tea
d) Crockery
9. “Developing budgets and steering resources into strategy are critical areas of success,”
Correlates which of the following strategy.
a) Crafting strategy
b) Implementing strategy
c) Evaluating strategy
d) Performing strategy
10. The process of establishing and maintaining a distinctive place in the market for an
organization or its specific product offers is known as __________.
a) Profiling b) Profiling Segmentation
c) Segmentation d) Positioning
Page 6 of 20
Q.1 _____is ether the head of marketing department or a major brand and is responsible for
the brand strategy and its implementation, important for complete
performance of the brand.
a) Chief Branding Officer
b) Chief Executive officer
c) President of company
d) Director of Company
Q.2 __________ shows how consistent customers are in buying your brand, how long they
have been buying and how long they may buy?
a) Customer loyalty
b) Brand loyalty
c) Product loyalty
d) Company loyalty
Q.3 The brand stature construct is equivalent to:
a) Esteem multiplied by knowledge
b) Differentiation multiplied by knowledge
c) Knowledge multiplied by relevance
d) Esteem multiplied by differentiation
Q.4 This pricing model offers opportunity to set different levels of pricing for different needs
is known as __________.
a) Segment pricing
b) Skim pricing
c) Value-in-use pricing
d) Strategic account pricing
Q.5 If a company introducing a new brand under the source brand or endorsing brand
strategy to gain the benefits of brand power, you again are in a position to charge a __.
a) Premium price
b) Skimming price
c) Market based price
d) Retail price
Q.6 ___ is a mode of direct marketing owes to well structured communications in the form of
catalogs.
a) Telemarketing b) Sales promotion
c) Advertising d) Publicity
Q.7 Advertising is part of sales promotion by creating awareness and comprehension that
form a level of __________.
a) Customer pull
b) Customer push
c) Customer loyal
d) Customer image
Q.8 _____ of ad means how many times you should expose your target customers to your
message.
a) Frequency b) Copy
c) Copy strategy d) Media
Q.9 What purpose does an advertising copy serves?
a) Provides a degree of continuity in a brand’s advertising
b) Help a brand achieve distinctiveness
c) Provides a common benchmark on which all concerned in the company and the agency can
evaluate the merits of advertising submissions
d) All of the given options
Q.10 The image of brand is the __________ with customer.
a) Actual association
b) Vision
c) Positioning
d) Personality traits
Page 7 of 20
Q.1 A brand based organization provides which of the following benefits?
a) Clarity of role b) Commitment to brand growth
c) A collective responsibility d) All of the given options
Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of your brand’s
purchasing.
a) Lifetime value of a customer b) Lifetime value of a brand
c) Lifetime value of a company d) Lifetime value of a market
Q.3 __________ lets you to have a clear picture of the number of customers or usage of your
brand in comparison with competition.
a) Market share b) Brand share
c) Product share d) Customer share
Q.4 ___________ works best under the circumstances of high differentiation that gives you a
sustainable advantage in a quality conscious market.
a) Value-in-use Pricing: b) Skim Pricing
c) Segment pricing d) Strategic account pricing
Q.5 Which of the following strategy give the benefit of premium pricing?
a) Umbrella strategy b) Line brand strategy
c) Product brand strategy
d) Branding strategy
Q.6 Delivery services offered by restaurants and other food chains in our market on phone
calls are examples of:
a) Sales promotion b) Direct marketing
c) Publicity d) Personal selling
Q.7 Duration of __________ should be short and should not be repeated too often.
a) Sales promos b) Market promos
c) Brand promos d) Product promos
Q.8 An effective advertising campaign:
a) Revolves around a strong single idea b) Should appeal to self interest of customer
c) Must not wander off d) All of the given options
Q.9 The term “story board” is specifically related to:
a) TV commercial b) Newspaper Editorial
c) Magazine ad d) Press release
Q.10 __________ evokes a hierarchical set of customer response effects – i.e. building
awareness, comprehension, intentions, and actions.
a) Distribution b) Communication
c) Merchandizing d) Branding
Q.11 To keep your brand into recognition, it is important to __ according to an effective
through plan.
a) Advertise b) Position
c) Place d) Market
Q.12 In__________, internal workshop consisting of important aspects of ‘detailed strategic
definition’ and ‘objectives of the brand’ is arranged.
a) Brand chartering b) Brand planning
c) Brand extension d) Brand equity
Q.13 Apart from the ‘four Ps’ of marketing mix, the three additional elements of service
brands are people, process, and__________.
a) Physical evidence b) Physiological evidence
c) Psychological evidence d) Packaging
Q.14 A __________ organization is customer-centric, and all the decisions it makes are
based on involvement of all in the organization.
a) Brand-based b) Customer-based
c) Product-based d) None of the given options
Q.15 According to researches, the highest brand loyalty of customers is among:
a) Coffee
b) Shampoo
c) Cigarette
Page 8 of 20
d) Tea
1. A personal computer with features relating processor’s specifications, the size of the hard
disk and capacity of RAM is an example of:
A. Explicit promise
B. Implicit promise
C. Positive promise
D. Negative promise
2. All of the following statements would be considered to be TRUE regarding company
vision statements EXCEPT:
A. Vision statements are never presented with an organization's mission statement
B. Vision statements are often combined with the mission statement
C. Vision statements are often designed to be memorable, one-line statements
D. Vision statements reflect an organization's strategic intent
3. Market is divided into groups on the basis of age, family size, gender, income, occupation,
education, religion, race, generation, nationality, or social class is the best description of
which of the following?
A. Demographics
B. Psychographics
C. Behavioral
D. Geographic
4. Building the brand vision is very serious matter and cannot be decided by just one
manager because of the issue of:
A. Marketing B. Finance
B. Production D. Promotion
5. Which of the following is considered the first step of the strategic brand management
process?
A. Building brand mission
B. Building brand vision
C. Building brand objectives
D. Building brand picture
6. Which of the following author states that benefits are weak unless they relate to the
customers’ central values and beliefs?
A. Jean-Noel Kapferer
B. Scot M. Davis
C. Philip Kotler
D. Geoffrey Randall
7. What approach should a brand manager adopt to know the status of a brand stands in
terms of consumer perceptions?
A. Compare two or three brands B. Analyze the market segmentations
B. Select the potential target markets C. Understanding customer’s needs
8. While determining levels of preferences of consumers in relation to the criterion,
researchers come to know that mostly consumers give priority to the brand due to it’s:
A. Customer service
B. Consistent performance
C. Price value relationship
D. Accessibility
9. A sound mission and value statement must have all the attributes EXCEPT:
A. Memorable
B. Pragmatic
C. Lengthy
D. Inspiring
10. Brand picture is based on which one of the following?
A. Brand value
B. Brand mission
C. Brand vision
D. Brand image
Page 9 of 20
1. The unique selling proposition (USP) was started in:
A. Advertising era
B. Image era
C. Product era
D. The positioning era
2. An apparel marketer is planning to launch an existing brand name into a new product
category. Which brand development strategy is being implemented?
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding
3. Which of the following is one of the marketer’s major positioning tools, which has a direct
impact on product or service performance; thus, it is closely linked to customer value and
satisfaction.
A. Social marketing
B. Product quality
C. Specialty marketing
D. Position marketing
4. Opportunities for growth and expansion are identified by finding:
A. Customers’ beliefs about the segment
B. Customers believe about our competitors
C. Customer’s perceptions about the brand
D. Customer’s response about the products
5. According to Scot Davis, how many years are required to change the brand positioning?
A. Two to five years
B. Three to six years
C. Two to six years
D. Three to five years
6. Which of the following is basically getting into different versions of the same base product
on the same market?
A. Product extension
B. Brand diversification
C. Market extension
D. Line extension
7. Which of the following is a “concise statement that summarizes brand’s commitment or
promise to target consumers and actively communicates the advantage over competing
brands”?
A. Vision statement B. Mission statement
B. Positioning statement D.Value statement
8. Whichever positioning you may like to choose, it has to stem from which one of the
following point of view so that they can own it?
A. Customers
B. Competitors
C. General Managers
D. Brand owners
9. Which one of the following is NOT considered as competitive differentiation?
A. Product
B. Sales
C. Service D. Image
10. Marketers need to position their brands clearly in target customers’ minds. The strongest
brands go beyond attributes or benefit positioning. They are positioned on the basis of
A. Desirable benefit
B. Good packaging
C. Strong beliefs and values
Page 10 of 20
D. Service inseparability
Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1
The business growth that takes place because of the internal working of the different parts within an
organization is known as which of the following?
Acquisition
Organic growth
Rapid growth
Licensing
Which of the following is the characteristic of personality of a brand?
Logo
Packaging
Color
Durability
A strong brand refers to which one of the following?
Offers greater potential to charge a premium price
Helps to recover development and launch costs
Provides large base of loyal customers
All of the given options
A fashion clothing company getting into perfumes refers to the example of:
Perceived difficulty of manufacture
Know-how transferability
Complementarity
Awareness and reputation of the parent
Which of the following brand strategy which gives you the benefit of premium pricing?
Umbrella brand strategy
Line brand strategy
Product brand strategy
Family brand strategy
If a company's customers are concentrated in a small geographic area and the company sells technical
products, which promotion method will it most likely use?
Which of the following is a set of promises that the brand makes to customers?
Brand contract
Brand association
Brand persona
Brand equity
When brand management becomes the heart of marketing then which one becomes the heart of
brand management.
Owner’s equity
Brand equity
Page 11 of 20
Brand assets
Brand value
To be successful, the company must have all its __________ at work to deliver superior value.
Resources
Brands
Employees
Communication
Which of the following is created by management for the consumer and for the company through good
brands:
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong expressions of both, this is
known as:
Bundling
Branding
Brand management
Brand equity
Building the brand vision is very serious matter and cannot be decided by just one manager because
of the issue of:
Finance
Marketing
Production
Promotion
CRE stands for what?
Customer response effect
Customer relationship effect
Customer responsibility effect
Customer resource effect
“Intel inside” is a classic example of which one of the following?
Bundling
Ingredient co-branding
Joint venture
Effective packaging
The prices of luxury product fall under:
Plus-one pricing
Skim pricing
Strategic account pricing
Page 12 of 20
Segment pricing
Introducing additional items in the same product category by adding new flavors, forms, colors,
ingredients or package sizes, under the same brand name, is known as:
Line extensions
Product mix
Interactive marketing
Service intangibility

The business growth that takes place because of the internal working of the different parts
within an organization is known as which of the following?
Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
Complementarity
Line brand strategy
If a company's customers are concentrated in a small geographic area and the company sells
technical products, which promotion method will it most likely use?
Personal selling

Brand contract
Brand association
Brand persona
Page 13 of 20
Brand equity
When brand management becomes the heart of marketing then which one becomes the heart
of brand management.
Owner’s equity
Brand equity
Brand assets
Brand value
To be successful, the company must have all its __________ at work to deliver superior
value.
Resources
Brands
Employees
Communication
Which of the following is created by management for the consumer and for the company
through good brands:
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong expressions of both, this
is known as:
Bundling
Branding
Brand management
Brand equity
Building the brand vision is very serious matter and cannot be decided by just one manager
because of the issue of:
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Segment pricing
Introducing additional items in the same product category by adding new flavors, forms,
Page 14 of 20
colors, ingredients or package sizes, under the same brand name, is known as:
Line extensions
Product mix
Advertising is a major promotion mix ingredient that is a:
Paid form of personal communication
Paid form of non personal communication
Non paid form of personal communication
Non paid form of non personal communication
Which of the following statements about Place/Distribution decisions is CORRECT?
Product classes are not related to Place objectives
The product life cycle is not related to Place objectives
Place decisions are short-term decisions that are easy to change
Different market segments may require separate Place arrangements.
Which one of the following is indicator of a company’s desire to better meet the demands of
the market, not only through differentiated products but also through different brands and
there fore different identities?
Brand portfolio
Brand extension
Line extension
Brand diversification
Which one of the following pricing model is suggested during the decline stage of brand?
Harvest pricing
Penetration pricing
Cost based pricing
Market based pricing
Which one of the following brand layer is slightly wider than line brands?
Family brands
Range brands
Umbrella brands
Product brands
Based on various researches, which of the following is NOT TRUE about brand perception?
People perceive the brand as a whole
Perception is comprehensive
Consumers’ perception is the reality
The brand has a personality
Whichever positioning you may like to choose, it has to stem from the point of view of which
one of the following so that they can own it?
Customers'
Competitors'
General Managers'
Page 15 of 20
Brand owners'
Which of the following is one of the marketer’s major positioning tools, that has a direct
satisfaction?
Product quality
Social marketing
Specialty marketing
Production quality
To update brand position is very necessary and there are different criteria to update it. How
many criteria are adapted to judge if there is need for updating?
Four
Three
Six
Five
The distribution channel’s performance depends on all of the following EXCEPT:
Customer reach
Operating efficiency
Service quality
Place of distribution
Addition of 2.25 liter bottle by Coca Cola will cause to:
Increase customer base and usage
Enhance customer loyalty
Generate more profit
Develop brand image
If a company introduce same brand name for several product in different markets then
company is applying which one of the following brand strategy?
Line brand strategy
Rand brand strategy
Communication through a news story regarding an organization and/or its products that is
transmitted through a mass medium at no charge is which one of the following?
Advertising
Sales promotion
Personal selling
Publicity
Which of the following leads us to determine why customers buy what they buy?
Customer need analysis
Brand-based customer model
Good brand promise
Brand management process
One member of an organization has the ability to control resources and change behavior of
the other. It is an exercise of which one of the following?
Coercive power
Reward power
Legitimate power
Page 16 of 20
Expert power
A personal computer with features relating to processor’s specifications, the size of the hard
Implicit promise
Explicit promise
Positive promise
Negative promise
The more the customers are knowledgeable of a brand’s promises, the more they are inclined
to be bound into a:
Contract
Agreement
Settlement
Negotiation
Question # 1 of 10 Which of the following is “a concise statement that summarizes brand’s

commitment or promise to target consumers and actively communicates the advantage over
competing brands”?
Positioning statement
Vision statement
Mission statement
Value statement
Question # 2 of 10 When any brand of cooking oil is launched with new formula (for more
safety of health), it is the example of which of the following?
Extending your target market
Extending the definition of business
Extending your point of difference
Extending the entire positioning
Question # 3 of 10 You do not give the same treatment to a fake brand even if it carries the
label that may look genuine because:
The actual brand is not there
The actual product is not there
The actual brand is there
Actual product is there
Question # 4 of 10 When we say that brands are staying contemporary than it means:
Bringing about innovations
Living up to consumers’ likes and expectations
Engaging into a brand contract
Question # 5 of 10 Which of the following has to generate revenues, profits and net earning,
whether establish through organic growth or acquisition.
Brand management
Brand
Category
Page 17 of 20
Brand equity
Question # 6 of 10 Which one of the following is the part of brand management process?
Manage product
Manage categories
Manage brand
Manage customer
Question # 7 of 10 All of the following are the primary component of positioning, EXCEPT:
Company business
Target market
Point of difference and key benefits
Customer’s analysis
Question # 8 of 10 Which of the following can be defined in terms of needs, segmentation
and geography?
Markets
Production
Promotion
Management
Question # 9 of 10 In uncover bad promise one must convert the shortcomings into:
Strengths
Weaknesses
Opportunities
Threats
Question # 1 of 10 A brand contract may also contain __________ but it must be eradicated
from the contract?
Negative promises
Positive promises
Doubtful promises
Implicit promises
Question # 2 of 10 The whole exercise of creating the right picture is to create meaningful
parallels between the brand’s identity and its:
Image
Attribute
Features
Value
Question # 4 of 10 Which one of the following is NOT the basic determinant of the
consumer’s buying action?
Inferiority
Affordability
Quality
Accessibility
Question # 5 of 10 The more customers are knowledgeable of a brand’s promises, the more
they are likely to be:
Question # 6 of 10 Which of the following is driving force for customers’ focal point?
Brand picture
Brand image
Brand value
Brand persona
Question # 7 of 10 _________ is basically getting into different versions of the same base
product on the same market.
Line extension
Product extension
Page 18 of 20
Market extension
Question # 9 of 10 Strong brand positioning is driven by which one of the following
sources?
Customer
Employee
Company
Market
Question # 10 of 10 If a market is very mature, the challenges are:
Intense
Weak
Concentrated
Deep
A. Advertising era
B. Image era
C. Product era
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding
satisfaction.
A. Social marketing
B. Product quality
D. Position marketing ………..
C. Two to six years
on the same market?
C. Market extension
D. Line extension
brands”?
A. Vision statement
B. Mission statement
C. Positioning statement
D. Value statement
Page 19 of 20
A. Customers
B. Competitors
C. General Managers
D. Brand owners
A. Product
B. Sales
C. Service
D. Image
B. Good packaging
Page 20 of 20
vuZs (/)
Home (/)
Study Portals (/study-portals.html)
Old Papers (/old-papers.html)
MCQs (/mcqs.html)
Assignment (/assignments-and-gdb.html)
E-Notes (/extra-notes.html)
Reports (/internship-reports-and-projects.html)
Lecture (/lecture-videos.html)
FAQs (/faq.html)
You are here: Home (/) MCQs (/mcqs.html)

MKT624 Brand Management MCQs (/mcqs/243-mkt624-brand-management.html)
MKT624 Brand Management Solved MCQ E
Virtual University MCQs BANK - MCQs Collection from

Online Quizzes
MKT624 Brand Management Solved MCQ E
View Comments (https://www.vuzs.info/mcqs/243-mkt624-brand-management/1333-mkt624-brand-management-solved-mcq- 8

e.html#disqus_thread)
Question # 1 of 20 ( Start time: 07:29:26 PM ) Total M - 1

Acquisition
1. Brand Management Courses
Organic growth
RELATED
Shares 2. Apple Promo Codes

Rapid growth
Licensing
Logo
Packaging
Color
Durability
Perceived difficulty of manufacture
Complementarity
Which of the following brand strategy which gives you the benefit of premium pricing?
Line brand strategy
If a company's customers are concentrated in a small geographic area and the company sells technical products,
which promotion method will it most likely use?
Brand contract
Brand association
Brand persona
Brand equity
When brand management becomes the heart of marketing then which one becomes the heart of brand
management.
Owner’s equity
Brand equity
Brand assets
Brand value
Shares
Resources
Brands
Employees
Communication
Which of the following is created by management for the consumer and for the company through good brands:
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong expressions of both, this is known as:
Bundling
Branding
Brand management
Brand equity
Building the brand vision is very serious matter and cannot be decided by just one manager because of the issue
of:
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Shares
Segment pricing
Introducing additional items in the same product category by adding new flavors, forms, colors, ingredients or
package sizes, under the same brand name, is known as:
Line extensions
Product mix


Which one of the following is indicator of a company’s desire to better meet the demands of the market, not only through
differentiated products but also through different brands and there fore different identities?
Brand portfolio
Brand extension
Line extension
Brand diversification
Harvest pricing
Penetration pricing
Cost based pricing
Family brands
Range brands
Umbrella brands
Product brands
Shares
Whichever positioning you may like to choose, it has to stem from the point of view of which one of the following so that they
can own it?
Customers'
Competitors'
General Managers'
Brand owners'
Which of the following is one of the marketer’s major positioning tools, that has a direct impact on product or service
performance; thus, it is closely linked to customer value and satisfaction?
Product quality
Social marketing
Specialty marketing
Production quality
To update brand position is very necessary and there are different criteria to update it. How many criteria are adapted to judge
if there is need for updating?
Four
Three
Six
Five
Customer reach
Operating efficiency
Service quality
Generate more profit
Develop brand image
If a company introduce same brand name for several product in different markets then company is applying which one of the
following brand strategy?
Line brand strategy
Rand brand strategy
Communication through a news story regarding an organization and/or its products that is transmitted through a mass
medium at no charge is which one of the following?
Advertising
Sales promotion
Personal selling
Publicity
Good brand promise
One member of an organization has the ability to control resources and change behavior of the other. It is an exercise of which
Shares
one of the following?
Coercive power
Reward power
Legitimate power
Expert power
A personal computer with features relating to processor’s specifications, the size of the hard disk and capacity of RAM is an
example of:
Implicit promise
Explicit promise
Positive promise
Negative promise
The more the customers are knowledgeable of a brand’s promises, the more they are inclined to be bound into a:
Contract
Agreement
Settlement
Negotiation

Shares
Shares
Sponsored
2020 SUV Reviews...

Habit Tribe
Insure your family’s Health @ Affordable price. Insure Now

Care Health INS
23 Kissing Scenes That Were Never Scripted

Dailyforest
We Ranked These Beautiful Women - Who Is Number 1?

Articles Stone
Take A Closer Look, The Photographer Was Not Expecting This Photo
Gadgetheory
This Snake Does Something No Human Should Have To Witness

Journalistate
15 Foods That Naturally Clear Your Arteries

Articles Vally
ALSO ON VUZS.INFO
Shares
VU Passing Criteria PSY502 :History and system o FIN622 GDB # 1 and its soluti
VU Passing Criteria PSY502 :History and system o FIN622 GDB # 1 and its soluti
PSY502 :History and FIN622 GDB # 1 and its Difference B

VU Passing Criteria system of Psychology … solution from Huzaifa … Webpage an
6 years ago • 1 comment 6 years ago • 1 comment 6 years ago • 1 comment 6 years ago • 1 c
VU Passing Criteria, Grades PSY502,History and system FIN622 GDB # 1 and its Differentiate B
& GPA Explanation, Table for of Psychology,Finalterm solution from Huzaifa Webpages and
Grades and GPA, Subjective, ideas by john Sheikh
0 Comments vuzs.info 🔒 Disqus' Privacy Policy 

1 Login
 Recommend t Tweet f Share Sort by Best
Start the discussion…
LOG IN WITH OR SIGN UP WITH DISQUS ?
Name
Be the first to comment.
✉ Subscribe d Add Disqus to your siteAdd DisqusAdd ⚠ Do Not Sell My Data
back to top (https://www.vuzs.info/mcqs/243-mkt624-brand-management/1333-mkt624-brand-management-solved-mcq-

e.html#startOfPage)
Shares
Replay

1 BRAND MANAGEMENT COURSES a 3 SALES & MARKETING TEMPLATES a 5 SALES AND MARKETING STRATEGY a
SOCIAL MEDIA MONITORING

2 TOP DIGITAL MARKETING COURSES a 4 a 6 DIGITAL MARKETING TRENDS 2021 a
TOOLS
Replay
Shares
Brand Management Courses a
Print Food Coupons a
Deals on iPhones a
Headphones on Sale a
Cheap Electronics Online a
Electronics Deals a
Apple Promo Codes a
Back to Top (https://www.vuzs.info/mcqs/243-mkt624-brand-management/1333-mkt624-brand-management-solved-mcq-

e.html#top)
© 2021 vuZs
Shares
MKT624 Brand Management MCQs by black
shadow 2
Solved MCQs from New MGT503 quizzes

dated 23/12/2010
MKT624 Brand Management Thirty MCQs

from Past Quiz Unsolved 5
MKT624 Brand Management MCQs from Quiz

3
IT430 80 100% solved MCQ with Ref by Sweet

Pari
MKT624 Brand Management Solved MCQ A
MKT624 Brand Management MCQs from Quiz

2
MKT501 Solved MCQs Book 3
MKT624 Brand Management Solved MCQ C
MKT624 Brand Management Solved MCQ B
MCQs Bank|multiple Choice |Solved MCQs
MGT610 Business Ethics - Solved MCQs from

Quiz 1
Shares
Home » Brand Management Multiple Choice Questions with Answers
Brand Management Multiple Choice

Questions with Answers
MCQs
Here you can find Brand Management multiple choice questions with answers. These product
and branding related MCQs are objective type questions which can be used for NET, SET, Ph D
entrance or college & school exam preparation or knowledge enhancement.
These Brand Management MCQ will help students and researchers of MBA, MCA, MMS,
PGDM, BBA, BCom, MCom and other streams for an in-depth understanding of the subject.
These MCQs can be used for brand and product management subject.
SPONSORED SEARCHES
mcq question answer app
crush test
brand management mcq questions
multiple choice questions app
investment management mcq with answers
Brand Management MCQs – Multiple Choice

Questions with answers
______ refers to a brands objective i.e functional attributes in relation to other brands.
a. Brand position
b. Product position
c. Brand relationship
d. Both a and b
View Answer
d. Both a and b
______ defines what the brand thinks about the consumer, as per the consumer.
a. Brand attitude
b. Brand positioning
d. Brand image
View Answer
a. Brand attitude
______ includes two aspects of a brand – its associations and its personality.
a. Brand attitude
d. Brand image
View Answer
d. Brand image
includes all that is linked up in memory about the brand It could be specific to
______ 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
d. Brand image
View Answer
______ 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
SEE ALSO: Services Marketing MCQ with Answers
d. Brand Positioning
View Answer
c. Brand Symbol
______ 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
View Answer
b. Cannibalization
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. All of the above
e. None of the above
View Answer
d. All of the above
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. None of the above
View Answer
Kadak, Xerox, Exxon, Fidji are examples of ______
HealthKa Giloy
Tulsi Juice, 0.5 L
HK Giloy Tulsi Juice is an all-
natural juice that contains the
goodness of two highly
bene cial plants native to the…
a. Free Standing brand name
b. Descriptive Brand Name
c. Suggestive brand name
d. Both b and c
View Answer
Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are examples of ______
View Answer
Watches sold as a Jewellery is related to ______
a. Titan Raga
b. Tanishq
c. Swatch
d. GoldPlus
View Answer
b. Tanishq
Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example o ______
a. Benefit related positioning
b. Positioning by usage occasion and time of use
SEE ALSO: International Business MCQ with answers
c. Category related positioning

d. Price Quality positioning
View Answer
“Jod jo tootega nahin” tagline is related with brand ______
a. M-Seal
b. Fevikwik
c. Fevicol
d. Ambuja cement
View Answer
c. Fevicol
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
View Answer
b. Functional benefit related positioning
Match the correct

1. Close up i. Fresh
2. JK Tyres ii. Caring
3. J&J iii. In control
4. Liril 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)
View Answer
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)
View Answer
Brand Management Useful Concepts

Brand Symbol = Brand character + Brand logo
Brand looks = Brand symbol + Brand name

Brand Associations = Link up in memory with brands attributes, benefits and looks
Brand Image = Brand associations + Brand Personality
Brand Relationship = Brand Image + Brand Attitude
This is all about Brand Management Multiple Choice Questions with their answers. You may
also like to explore 1000s of MCQs on various topics.
SEE ALSO: Organizational Behaviour Multiple Choice Questions with Answers
Best Health Insurance Plans - Critical

Illness Health Policy
Ad easypolicy.com
TOP source for Britain -

Register for free today
Ad o er.stockprime.site
MCQs - List of Multiple

Choice Questions with
Answers & solutions
indiaclass.com
INTERLOCK PAVER's &

Manufactur - Hydraulic
& Design tile's
Ad pavithrapavers.com
Marketing MCQs with

Answers & Explanation
indiaclass.com
International Business
MCQ with answers
indiaclass.com
Logistics Management
Multiple Choice
Questions with Answers
indiaclass.com
Strategic Management
MCQ with Answers
indiaclass.com
1000+ Best General

Topics For Presentation
(Updated 2020
indiaclass.com
List of Financial
Management Reference
Books & Textbooks
indiaclass.com
Case Studies Archives

indiaclass.com
Ad 1. MCQ Question Answer App

2. Multiple Choice Questions App
3. Investment Management MCQ with Answers
Was this helpful?

YES NO
Share to
Facebook WhatsApp Telegram Twitter LinkedIn Pinterest Pocket More
PREVIOUS NEXT
1000+ Best General Topics For Presentation (Updated Strategic Management MCQ with
2020) Answers
Recently Updated
Convert CGPA to Percentage for Mumbai University (Updated 2021)
Pune University CGPA to Percentage Conversion (Updated 2021)
List of Documents Required for MBA Admission in Maharashtra 2020-21 (Updated)
100+ Digital Marketing Topics For Presentation (Updated 2020)
100+ Indian Economy Topics For Presentation (Updated 2020)
Supply Chain Management MCQ Questions and Answers
Explore by Category
Select Category
Looking for something else? Find here

Search …
About Us Terms of Use Disclaimer Contact Us
© Indiaclass.com
Brand Management MCQs – Multiple
Choice Questions with answers
______ refers to a brands objective i.e functional attributes in relation to other
brands.
a. Brand position
b. Product position
d. Both a and b
View Answer
d. Both a and b
______ defines what the brand thinks about the consumer, as per the consumer.
a. Brand attitude
d. Brand image
View Answer
a. Brand attitude
______ includes two aspects of a brand – its associations and its personality.
a. Brand attitude
d. Brand image
View Answer
d. Brand image
______ 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
d. Brand image
View Answer
______ 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
View Answer
c. Brand Symbol
______ 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
View Answer
b. Cannibalization
A marketer needs to understand that some ‘general traits’ of a brand name are
______
d. All of the above
View Answer
d. All of the above
Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band-aid and Ujala are
the examples of ______
View Answer
Kadak, Xerox, Exxon, Fidji are examples of ______

d. Both b and c
View Answer
Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are examples of ______
View Answer
Watches sold as a Jewellery is related to ______

a. Titan Raga
b. Tanishq
c. Swatch
d. GoldPlus
View Answer
b. Tanishq
Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example o

______
a. Benefit related positioning
View Answer
“Jod jo tootega nahin” tagline is related with brand ______

a. M-Seal
b. Fevikwik
c. Fevicol
d. Ambuja cement
View Answer
c. Fevicol
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
View Answer
Match the correct

4. Liril 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)
View Answer
c. 1(iv), 2(iii), 3(ii), 4(i)
Which is not an example of Positioning by usage occasion and time of use?


View Answer
Creating Brand Equity - MCQs with answers - Part 1

 Topics >>
 MBA >>
 Marketing Management - Building Strong Brands - MCQs -04/09/15
 « Previous
 Next »
What is Brand Equity?
1. A strong brand commands
a) Intense consumer loyalty

b) Intense employer loyalty
c) Intense employee loyalty
d) None of the above
View Answer / Hide Answer
ANSWER: a) Intense consumer loyalty
2. "Worldwide Leader in Sports"•is the tagline of
a) Star Sports
b) Ten Sports
c) ESPN
d) None of the above.
ANSWER: c) ESPN
3. In strategic brand management, focus is on
a) Brand positioning
b) Brand marketing
c) Brand performance
d) All of the above
ANSWER: d) All of the above
4. Which of the following statement is true?
a) Branding helps to organize inventory

b) Branding helps in getting a competitive advantage
c) Brand signals a certain level of quality
d) All of the above

5. Marketers can apply a branding on
a) Physical good
b) A service
c) A store and organization
d) All of the above
6. God's own country is a name given to
a) Madhya Pradesh
b) Kerala
c) Karnataka
ANSWER: b) Kerala
7. _________ is the first tourist board in India to register its brands.
a) Kerala tourism
b) Madhya Pradesh Tourism
c) Gujarat Tourism
ANSWER: a) Kerala tourism
8. ___________is the added value endowed on services and products.
a) Brand value
b) Brand strategy
c) Brand equity
ANSWER: c) Brand equity
9. There are __________ key elements of customer-based brand equity.
a) Four
b) Five
c) Three
ANSWER: c) Three
10. Brand equity is a result of
a) Similarity in consumer response

b) Differences in consumer response
c) a & b
ANSWER: b) Differences in consumer response
11. Differences in response are a result of
a) Consumers loyalty
b) Consumers liking
c) Consumer disliking
d) Consumer knowledge

ANSWER: d) Consumer knowledge
12. Differential response by consumers resulting in brand equity can be seen in
a) Perceptions
b) Preferences
c) Behavior
d) All of the above
13. What is more important in brand equity?
a) Quality
b) Quantity
c) Customer perception
ANSWER: a) Quality
14. A ____________ can be defined as the marketers vision of brand and what is should
do for consumers.
a) Brand exploration
b) Brand promise
c) Brand creation
ANSWER: b) Brand promise
Brand Equity Models
1.In Brand Asset Valuator model, there are _______ components of brand equity.
a) Four
b) Five
c) Three
ANSWER: b) Five
2.In Brand Asset Valuator model, _____________ measures the degree to which a
brand is perceived from others.
a) Promotion
b) Relevance
c) Energy
d) Differentiation

ANSWER: d) Differentiation
3. In Brand Asset Valuator model, ________measures the brand's sense of

momentum.
a) Promotion
b) Relevance
c) Energy
d) Differentiation
ANSWER: c) Energy
4. In Brand Asset Valuator model, ___________ measures the breadth of a brand's

appeal.
a) Promotion
b) Relevance
c) Energy
d) Differentiation
ANSWER: c) Energy
5. In Brand Asset Valuator Model, __________measures how well the brand is

respected and regarded.
a) Promotion
b) Relevance
c) Energy
d) Differentiation
ANSWER: b) Relevance
6. In Brand asset valuator model, _____________ measures how intimate and
familiar consumers are with the brand.
a) Promotion
b) Relevance
c) Energy
d) Knowledge
ANSWER: d) Knowledge
7. In Brand Asset valuator model, Energized brand strength is formed of
a) Differentiation, energy and relevance

b) Esteem and knowledge
c) Differentiation and knowledge
ANSWER: a) Differentiation, energy and relevance
8. In Brand Asset valuator model, Brand stature is formed of
a) Energy and relevance

b) Esteem and knowledge
c) Energy and knowledge
d) Esteem and relevance
ANSWER: b) Esteem and knowledge
9. In Brand Asset valuator model, Energized brand strength point to the
a) Present strength
b) Past performance
c) Brand's Future value
ANSWER: c) Brand's Future value
10. In Brand Asset Valuator model, Brand stature represents
a) Past performance
b) Present strength
c) Future value
ANSWER: a) Past performance
11. As per Brand Asset Valuator Model, strong new brands show
a) Higher levels of differentiation

b) Lower levels of differentiation
c) Higher esteem
d) All of above are false
ANSWER: c) Higher esteem
12. As per Brand Asset Valuator Model, leadership brands show
a) High levels on all dimensions

b) Low level on all dimensions
c) High at esteem and knowledge
ANSWER: a) High levels on all dimensions

13. In Brand Asset Valuator Model, declining brands show
a) High knowledge
b) High energy
c) High level of differentiation
ANSWER: a) High knowledge
14. As per BRANDZ model of brand strength, brand building sequential steps are
a) Relevance, Presence, Performance, Advantage, Bonding

b) Presence, Relevance, Performance, Advantage, Bonding
c) Bonding, Advantage, Performance, Relevance, Presence
ANSWER: b) Presence, Relevance, Performance, Advantage, Bonding
15. As per AAKER Model, brand management commences with developing
a) Brand identity
b) Brand awareness
c) Brand equity
ANSWER: a) Brand identity
16. The _________ emphasizes the duality of brands.
a) Brand resonance model

b) AAKER Model
c) Brand asset valuator model
d) BRANDZ Model
ANSWER: a) Brand resonance model

The business growth that takes place because of the internal working of the different
parts within an organization is known as which of the following?
Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
Complementarity
Line brand strategy
Brand contract
Brand association
Brand persona
Brand equity
When brand management becomes the heart of marketing then which one becomes the
heart of brand management.
Owner’s equity
Brand equity
Brand assets
Brand value
value.
Resources
Brands
Employees
Communication
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong expressions of both,
this is known as:
Bundling
Branding
Brand management
Brand equity
Building the brand vision is very serious matter and cannot be decided by just one
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Segment pricing
Line extensions
Product mix
The Nike Swoosh is an example of a: A) brand B) package C) label D) logo Answer: D
A brand extension is: A) a group of related core products sold under one name B) the creation
of a logo which further explains the brand C) the design of a public relations campaign to
support a brand D) using an established brand name on goods or services not related to the
core brand Answer: D
When segmenting a market, the resulting segment must be all of the following. Which of the
following does not belong in this list? A) Homogenous B) Substantial C) New D) Profitable E)
Accessible Answer: C
Häagen-Dazs brand and Baileys brand have partnered to develop and launch the ice-cream
hereafter, a variety tasting Baileys. What’s the name for this strategy? A) Joint promotion B)
Brand extension C) Characteristic branding D) Co-branding Answer: D
What is the main risk of a brand extension or a line extension? A) Loss of brand meaning B)
Loss of profits C) Brand cannibalization D) There is no risk Answer: A
Which part of the brand process splits the total market into groups of clients with similar
wants and needs? A) Targeting B) Segmentation C) Internal and External Analysis D) Brand
Leveraging E) Positioning Answer: B
An umbrella brand is: A) a brand which endorses several smaller brands in a company B) a
brand which provides exactly the same promise on several different markets C) a brand
offering the same promise on a homogeneous set of products D) a brand comprising a
heterogeneous set of products and offering a specific promise for
each product
Answer : D
Yoplait brand currently markets the brands hereafter, all in the yogurt category: Yop, Petits
Filous, Panier de Yoplait, Calin de Yoplait. The Yoplait logo is displayed on the pack, in
addition to the Yop logo (photo left) or the Petits Filous logo (photo right). What type of
brand is Yoplait?
A) Endorser brand B) Product brand C) Range brand D) Umbrella brand Answer A

One of these definitions about key Retail Panel indicators is not true. Which one? A) Brand
Market Share on Promotion equals brand volume sales on promotion divided by brand volume
sold B) Brand Numeric Distribution equals number of outlets which have sold the brand
divided by the total number of outlets of the panel universe C) Brand Share per Point equals
brand share multiplied by 100 divided by weighted distribution D) Brand Weighted Distribution
equals the total turnover of the category for the stores which have sold the brand , divided by
the total turnover of the category for all the outlets of the panel universe
Answer A
What equity perspective occurs when the firm values the brand as an economic function? A)
Economic perspective B) Consumer brand-based equity perspective C) Financial perspective
D) Accounting perspective Answer: C
Brand Resonance Model
1. Master is an example of
a) Brand resonance model

b) AAKER Model
c) Brand asset valuator model
d) BRANDZ Model
ANSWER: a) Brand resonance model
2. _____ can be explained as how easily and how often customers think of brand
under several consumption or purchase situations.
a) Brand salience
b) Brand performance
c) Brand Judgments
d) Brand Imagery
ANSWER: a) Brand salience
3. ___________ is how well the service or products fulfill customers functional

needs.
a) Brand salience
c) Brand Judgments
d) Brand Imagery
ANSWER: b) Brand performance
4. _____________ explains the intrinsic properties of the service or product.
a) Brand salience
c) Brand Judgments
d) Brand Imagery
ANSWER: d) Brand Imagery
5. _________ lays emphasis on customers own personal evaluations and

opinions.
a) Brand salience
c) Brand Judgments
d) Brand Imagery
ANSWER: c) Brand Judgments
6. _____________ can be stated as customers' emotional reactions and

responses with respect to the brand.
a) Brand salience
c) Brand feelings
d) Brand Imagery
7. __________indicates the nature of the relationship customers share with the

brand and the limit to which they are in sync with.
a) Brand salience
c) Brand feelings
d) Brand Imagery
ANSWER: c) Brand feelings
Choosing Brand Elements
1. There are ______ main bases to choose brand elements.
a) Four
b) Five
c) Six
ANSWER: c) Six
2. The brand building components while choosing brand are:
a) Transferable, adaptable and protectable

b) Memorable, likable and meaningful
c) Both a and b

ANSWER: b) Memorable, likable and meaningful
3. The defensive elements while choosing brand are:
a) Transferable, adaptable and protectable

b) Memorable, likable and meaningful
c) Both a and b
ANSWER: a) Transferable, adaptable and protectable
4. Lux, Taj and LG represent which brand element?
a) Transferable
b) Memorable
c) Adaptable
d) Likable
ANSWER: b) Memorable
5. Amazon.com represents which brand element?
a) Transferable
b) Memorable
c) Adaptable
d) Likable
ANSWER: a) Transferable
6. Lifebuoy represents which brand element?

a) Transferable
b) Memorable
c) Adaptable
d) Likable
ANSWER: c) Adaptable
7. "The Joy of Flying"• is slogan of
a) Go AIr
b) Spice Jet
c) Kingfisher Airlines
d) Jet Airways
ANSWER: d) Jet Airways

 Topics >>
 MBA >>
 Marketing Management - Building Strong Brands - MCQs -04/09/15
 « Previous
 Next »
Designing holistic marketing activities; Measuring Brand Equity and Devising Branding
Strategy
1. While designing holistic marketing activities, focus is on
a) Personalization theme
b) Integration theme
c) Internalization theme
d) All of the above
2. In _______ marketers make sure that brand and its marketing are relevant to maximum
customers, given no two customers are identical.
a) Integration marketing
b) Personalized marketing
c) Internal marketing
ANSWER: b) Personalized marketing
3. _______ presumes consumers are aware of what they are looking for.
a) Permission marketing
b) Integration marketing

ANSWER: a) Permission marketing
4. When a marketer mix and matches various marketing activities to maximize their
collective and individual effects, it is_________
a) Permission marketing
b) Integration marketing
ANSWER: b) Integration marketing
5. ______ can be defined as a way a firm wants to position or identify itself or its product.
a) Identity
b) Image
c) Presence
ANSWER: a) Identity
6. _______ is the way the consumers perceive the company or its product.
a) Image
b) Identity
c) Presence
ANSWER: a) Image
7. The internalization theme used while designing holistic marketing activities focuses on
a) Customers
b) Products
c) Employees
d) None of the above.
ANSWER: c) Employees
8. While measuring brand equity, indirect approach focuses on
a) Identifying consumer brand knowledge structures

b) Tracking consumer brand knowledge structures
c) Both a and b
ANSWER: c) Both a and b
9. While measuring brand equity, direct approach focuses on
a) Identifying consumer brand knowledge structures

b) Tracking consumer brand knowledge structures
c) Actual impact of the brand knowledge on consumer response
ANSWER: c) Actual impact of the brand knowledge on consumer response
10. A consumer focused series of methods to evaluate the health of the brand is
a) Brand evaluation
b) Brand reinforcement
c) Brand audit

ANSWER: c) Brand audit
Brand extensions
1. The approach of using an established brand to launch a new product is ____
a) Line extension
b) Brand extension
c) Category extension
ANSWER: b) Brand extension
2. Amul Masti Dahi is an example of:
a) Line extension
b) Brand extension
ANSWER: b) Brand extension
3. When the parent brand includes a new product within a category it already
serves is
a) Line extension
b) Brand extension
ANSWER: a) Line extension
4. Lifebuoy care, Lifebuoy nature Lifebuoy total products extension is an example

of
a) Line extension
b) Brand extension
5. When a product uses parent brand to venture into a different product category,
it is
a) Line extension
b) Brand extension
ANSWER: c) Category extension
6. ___________ includes all products original, line extensions and category

extensions sold under a specific brand.
a) Brand mix
b) Brand variants
c) Brand extension
d) Brand line

ANSWER: d) Brand line
7. When a seller forms a set of brand lines and makes it available to buyers, it is
known as
a) Brand mix
b) Brand variants
c) Brand extension
d) Brand line
ANSWER: a) Brand mix
8. When the specific brand lines are supplied to distribution channels or specific
retailers it is known as
a) Brand mix
b) Branded variants
c) Brand extension
d) Brand line
ANSWER: b) Branded variants
9. The strategy used by TATA to name its products is known as
a) Individual names
b) Blanket family names
c) Flavored names
ANSWER: b) Blanket family names

10. Availability of different variants of Rexona deodorants like Rexona Cotton Dry
stick, Rexona anti-sweat is an example of
a) Line extension
b) Brand extension
11. The basic concept in designing a brand portfolio is
a) Maximize market coverage and minimize brand overlap

b) Minimize market coverage and maximize brand overlap
c) Maximize market coverage and maximize brand overlap
ANSWER: a) Maximize market coverage and minimize brand overlap
12. When sellers hold on to brands despite dwindling sales just because they
maintain profit without marketing support, then such brands are called
a) Lucrative cows
b) Profit Cows
c) Cash Cows
ANSWER: c) Cash Cows
13. Customer life value is affected by cost and revenue considerations related to
a) Retention
b) Acquisition
c) Cross-selling
d) All of the above
14. Customer equity perspective focuses on
a) Supply chain partners

b) Bottom line financial values
c) High quality employees
ANSWER: b) Bottom line financial values
1. In branding ________________ matters
Your Answer: everything
2. Strategic brand management is the long-term effect of consciously providing

an offering with an identity that is understood ______________________
Your Answer: By the marketing team

Correct Answer: At all levels
3. Brands perform two major roles for consumers for consumers which are the
functional and ________ roles of brands
Your Answer: standardisation

Correct Answer: Emotional
4. The brand religion model describes the evolution of the role of brands
through five stages from the first stage – product – to the last stage - brand -
------------
Your Answer: cheerleader

Correct Answer: religion
5. The main secondary sources of brand knowledge are detailed below with the
EXCEPTION of __________ .
Your Answer: other brands
6. There are _________ main criteria for choosing brand names.
Your Answer: six
7. What is the added value endowed on products and service, which reflects the
way consumers think, feel and act with respect to the brand, as well as in the
prices, market share and profitability the brand commands called?
Your Answer: brand audit

Correct Answer: Brand equity
8. Four main name brand building strategies are described below. Which
strategy is NOT usually considered to be a main name branding building
strategy?
Your Answer: Blanket, corporate, family or house names

Correct Answer: Foreign names using foreign alphabets
9. There are five measures of brand equity which include differentiation, energy,
relevance knowledge and
Your Answer: religion

Correct Answer: esteem
10. Managing service brands means focusing on four aspects
Your Answer: Service, staff behavior, environment and brand positioning

11. A brand is a name, symbol, logo, design or image or any combination of
these, which is designed to identify the market offering.
Your Answer: False

Correct Answer: True
12. In co-branding two or more well-known brands are combined into a joint
market offering or marketed together as separate market offerings.
Your Answer: True
13. The first trait in the top ten traits of the world’s strongest brands is the
brands excel at delivering the benefits customers truly desire
Your Answer: True
14. Brand slogans or tag lines are efficient ways of building brand equity.
Your Answer: True
15. Most new market offerings (products and services) are line extensions.
Your Answer: False

16. A brand line consists of all market offerings â€“ original as well as line and
category extensions â€“ marketed under a common brand identity.
Your Answer: True
17. The brand portfolio is the set of all brands and brand lines a company
markets in a particular category or market segment.
Your Answer: True
18. Brand equity is the added value given to market offerings and brands and
plays a major role in enhancing the financial value of companies.
Your Answer: False
19. Usually the best course of action when faced with the need to revitalise a
brand is to understand the underlying sources of brand equity.
Your Answer: True
20. The key to branding is that consumers perceive differences among brand in a
product or service category.
Your Answer: True
21. What is a brand? Why do marketers regard branding as being of prime

importance?
Your Answer:
(blank)
22. Outline the main advantages and disadvantages of brand extensions.

Your Answer:
(blank)
Question a b c d ANSWER
1 _____ is endwoing products and services with the power of a brand. A) Brand image B) The
branding concept C) Branding D) Brand positioning C
2 Brand_______ is the added value endowed to products and services. A) loyalty B)

equity C) preference D) satisfaction B
3 Consumers learn about brands through________ and product marketing programs. A) the
mass media B) past experiance with the product C) the sales force D) shopping bots
B
4 At the heart of a successful brand is ______ backed by created designed and executed
marketing. A) price B) promotion C) a great product D) a great slogan C
5 _______ is what drives the differences that manifest themselves in brand equity. A)
Brand image B) cosumer income C) consumer purchasing power D) consumer knowledge
D
6 strong brands process all of the following marketing advantage EXPECT . A)

greater loyalty B) larger margins C) guaranteed profits D) improved perceptions of product
C
7 When a marketer expences his or her vision of what the brand must be and do for
concumers,they are expressing what is called________ . A) a brand promise B) a brand
mission C) brand equity D) a brand position A
8 There are four key components or pillers of brand equity. Which of those components of pillers
measures the breadth of a brands appeal? A) Differenatition B) Relevance C) Esteem
D) Knowledge B
9 General Motors states that its______ is a world class with employee who treat customers with
respect and as friends. A) core identity B) perceived identity C) extended identity D) defensible
identity A
10 _______ can be defined as the differential effect that brand knowledge has on consumer
response to the marketing of that brand. A) Mission driven brand equity B) service driven brand
equity C) functional driven brand equity D) cosumer driven brand equity D
11 All of the following are considered to be among the "six brand building block" EXCEPT___
A) Brand Salience B) Brand Performance C) Brand imagery D) Brand feeling
D
12 With respect to the "six brand building blocks,"______focus on customers 'own personal
opinions and evaluation. A) Brand salience B) Brand Performance C) Brand imagery
D) Brand Judgments D
13 ___are those trademark able devices that serve to identify and differentiate the brand A)
Brand element B) Brand Value C) Brand perception D) Brand image A
14 Six brand element assist in brand building.Which of the following would NOT be among those
perferred brand elements? A) Adaptable B) Protectable C) Memorable D) Subliminal nature
D
15 If a brand element can be used to introduce new products in the same or different
categories,the brand element is said to be____. A) Memorable B) Meaningful C) Likeable D)
Transferable D
16 Brand elements and secondary associations can make important contributions to building brand
equity; however,the primary input comes from____ A) The product or service and supporting
marketing activities B) Marketing research C) the consumer D) The distributors A
17 considering holistic marketing activities,the rapid expansion of____has created opportunities to

personalies marketing. A) target marketing B) globalization C) the internet D) standarization
C
18 _____is about making sure that brand and its marketing are as relevant as possible to as many
customers as possible a challenge,given that no two A) personalizing marketing B) Segmenting
marketing C) Brand imagery D) Emotionalizing brands A
19 _____is the consumers' ability to identify the brand under different condititions,as reflected by
their brand recognition or recall performance. A) Brand awareness B) Brand image C) Brand
alternation D) Brand perception A
20 The main secondary sources of brand knowledge come from all of the following EXCEPT____
A) other brands B) People C) Things D) Local,state,and federal governments D
21 Brand equity can be measured in two ways.whhich of the following would has a good
representation of one of those ways? A) statistical analysis of demographics. B) secondary evalution
of govermental statictics. C) directly assessing the actual impact of brand knowledge on consumer
response to different aspects of marketing. D) Evaluating published statistics of comptitors. D
22 Astructured approach to assessing the soures and brand equity and the manager in which
marketing activities creates brand value is called________. A) the brand value chain B) the
brand portfolio C) the brand life cycle D) brand partitioning A
23 Within a brand audit,the ______has as its purpose to provide a current,comprehensive profile of

how all the products and services sold by a company are marketed and branded. A) Cost curve
calculation B) product balane sheet C) stategic plan D) brand inventory D
24 Many firms use________to supplement traditional focus groups.They study consumers in their
everyday habits at home,at work,at play,or shopping. A) ethanography B) demography C)
geodemography D) psychographic A
25 ________has the job of estimating the total financial value of the brand. A) brand tacking
B) brand auditing C) brand equity D) brand valuation D
26 According to 2004 brand value estimate,_________was ranked number one in the world with a
brand value of $67.39 billion. A) micosoft B) IBM C) Coca-cola D) GE C
27 companys major endursing asset is________. A) its leadershipB) its brand C) Its culture
D) its shareholder B
28 According to interbrands brand strength formula,the most important factor in the equestion
is______with a 25 percent weight. A) Stability B) Market C) Geographic D) Leadership
D
29 When a firm uses an established brand to introduce a new product, it is called a(n)________.
A) Sub brand B) brand value C) brand extension D) brand mix C
30 All of the following would be examples of companies that use family branding as one of their
branding strategies EXCEPT________. A) cambell soup B) sears C) Heinz D) General electric
B
31 _______is the set of all brands and brand lines a particular firm offers for sale to buyers in
aparticular category. A) brand partition B) brand position C) brand portfolio D)
brand concept C
32 _______BRANDS ARE POSITIONED WITH RESPECT TO COMPETITORS BRANDS SO THAT MORE

IMPORTANT FLAGSHIP BRANDS CAN RETAIN THEIR DESIRED POSITIONING. A) flanker B)
attacker C) defencer D) blitzkrieg A
33 The role of ______in the brand portfolio often may to attract customers to the brand
franchise.Trading up will often occurs with this type of brand. A) the cash flow B) flanker brandC)
fighting brand D) low end entry level brand D
34 All the following are valuable functions performed by brands for firms EXPECT_______. A) they
simplify product handling B) helps to organize inventary and accounting records C) offers the
firm legel protection through registered trademarks D) a branded product is almost always
guaranteed to be profitable D
35 Brands must create strong,favorable,and unique brand brand associations with customers,as
has been the case with volvo(safety),Hallmark(______),and Harley Davidson(aventure). A) Caring
B) love C) HAPPINESS D) giving A
36 The famous "Plop,plop,fizz,fizz: oh,what a relief it is" campaign is a good example of what is
called a brand____________. A) felement B)tagline C) Visual D) personification
A
37 If a manager is looking for a "report card"on past performance of a brand, he or she should turn
to an examination of the brand_________. A) Strength B)Compatibility C)stature D)
image C
38 As part of the strategic brand management process,each company and offering must represent
a distinctive _______ in the mind of the target market. A)Promotion B) Cell C) big idea D) Ad
C
39 The preferred approach to positioning is to inform consumers of a brands membership before
stating its___________. A) POINT OF PARITY B) Point of difference C) Point of conflict D)
point of weakness B
40 Measures the degree to which a brand is seen as different from others. A) Relevance B)
Differentiation C) Essteem D) Knowledge B
Answers
At the center of a brand’s characteristics is the following
Correct Answer:Value
Your Answer:Image
Brands like to stay contemporary because of

Correct Answer:Upholding the contract
Your Answer:none
A good brand contract

Correct Answer:All of the above
Your Answer:none
A brand-based model reveals the following

Your Answer:none
While developing the brand picture, first of all, you envision

Your Answer:none
Brand management came into being for which of the following reasons
Correct Answer:It suited production and operations personnel
Your Answer:none
Features and attributes of brands translate into benefits and _____________ are also fulfilled along with these
benefits.
Correct Answer:Customer values
Your Answer:none
Continuously renewing the difference makes your product __________.

Correct Answer:Conforming to the changing behavior and beliefs of customers
Your Answer:none
The most important factor in brand management is to ensure that your ___________ must be matching with
consumers’ perceptions.
Correct Answer:Brand’s persona
Your Answer:none
To have value, a brand must offer which one of the following?

Correct Answer:Consistency, a reduced level of perceived risk for the buyer, and a range of functional and
emotional attributes which are of value to buyers
Your Answer:none
This quiz is tagged as: brand management,

Prof. Suryawanshi Vijaykumar Balasaheb
Chandmal Tarachand Bora College, Shirur. Dist: Pune (412210). MH.
Email : vjb.sur@gmail.com
Subject - Advertising and Sales Promotion (605 B)
Class : TY BBA
Title - MCQS Questions Bank No. 2
Q1.)............... suggest to the consumer that he or she can avoid some negative experience
through the purchase and use of a product or through a change in behavior.
a) Responsibility appeal
b) Fear appeals
c) Sex appeals
d) Family appeals
Ans:- b) Fear appeals
Q2.) Gross rating points (GRPs) are
a) Reach multiplied by frequency

b) Reach multiplied by rating
c) Rating multiplied by frequency
d) Cost divided by reach
Ans:- a) Reach multiplied by frequency
Q3.) Three common advertising appeals include
a) Objectivity, timeliness and frequency

b) Fear, sex, and humour
c) Guilt, ego and enrichment
d) Possessiveness, pride and social status
Ans:- b) Fear, sex, and humour
Q4.).......... are directed at a specialized and relatively small-sized target audience such as
manufactures.
a) Trade Advertising
b) Industrial Advertising
c) Consumer Advertising
d) Corporate Advertising
Ans:- b) Industrial Advertising
Q5.) The first step in the advertising decision process is
a) Set the budget

b) Specify the objectives of the advertising program
c) Identify the target audience
d) Select the appeal
Ans:- c) Identify the target audience
Q6.) Most advertising messages are made up of two types of elements. They are
a) Functional and persuasive

b) Expository and persuasive
c) Informational and persuasive
d) Informational and creative
Ans:- c) Informational and persuasive
Q7.) An advertising message usually focuses on
a) The models in the ad.

b) Advantages of the product over competing ones
c) Availability of the product
d) Key benefits of the product that are important to the buyer
Ans:- d) Key benefits of the product that are important to the buyer
Q8.) The primary purpose of a pioneering advertisement is to
a) Promote a specific brand's features and benefits

b) Inform the target market
c) Show one brand's strengths relative to those of competitors
d) Reinforce previous knowledge of a product
Ans:- b) Inform the target market
Q9.) Information and persuasive content can be combined in the form of an appeal to
a) Provide a basic reason for the consumer to act

b) Explain guilt and enrichment
c) Satisfy hierarchical needs
d) Include perceptual modifiers and need enhancers
Ans:- a) Provide a basic reason for the consumer to act
Q10.) Which of the following is usually NOT an area of responsibility for people who work in an
advertising agency?
a) Research
b) Creativity
c) Printing
d) Buying
Ans:- c) Printing
Q11.) What is the main objective of informative advertising?
a) To create selective demand

b) To stimulate primary demand
c) To keep the brand in consumers' minds during the mature stage of the product life cycle
Ans:- b) To stimulate primary demand
Q12.) Advertising agencies were first developed for, and still serve, the purpose of
a) Increasing the amount of research and decision-making clients need to do

b) Mystifying ad purchasing so that clients do not attempt it on their own
c) Pushing clients to make rapid ddecisions.
d) Simplifying and speeding the purchasing of ads for their clients
Ans:- d) Simplifying and speeding the purchasing of ads for their clients
Q13.) Brand names and identity advertising are methods that advertisers use to encourage
consumers to
a) Reach their demographic potential

b) Perceive hidden messages
c) Make distinctions among products that are actually very similar
d) Satisfy subconscious motivations
Ans:- c) Make distinctions among products that are actually very similar
Q14.) Infomercials often resemble other types of television shows, including
a) Talk shows
b) Live, audience-participation shows
c) News shows
d) All of these
Ans:- d) All of these
Q15.) What two major communication channels do marketers use to convey their product to
consumers?
a) Word-of-mouth and commercials

b) Personal and non-personal channels
c) Message source and feedback
d) Print media and events
Ans:- b) Personal and non-personal channels
Q16.) DAVP stands for:
a) Dictionary of Advertising and Visual Publicity

b) Directorate of Advertising and Visual Publicity
c) Directory of Advertising and Visual Publicity
d) Directory of Advanced and Vital Publicity
Ans:- b) Directorate of Advertising and Visual Publicity
Q17.) Awareness,................... ,.................... , preference,.................... and purchase are the stage

consumers move through in terms of buyer-readiness.
a) Post-purchase, knowledge, liking

b) Liking, attitude, conviction
c) Knowledge, liking, conviction
d) Knowledge, liking, attitude
Ans:- c) Knowledge, liking, conviction
Q18.) What is the name of the promotional tool aimed at building good relations with a company
and its publics?
a) Publicity
b) Public relations
c) Advertising
d) Promotion
Ans:- b) Public relations
Q19.) Which of the following is not an aspect of the promotion mix?
a) Strategic positioning
b) Direct marketing
c) Advertising
d) public relations
Ans:- a) Strategic positioning
Q20.) Which type of advertising objective is the most important for mature products? [Hint]
a) Informative advertising
b) Comparison advertising
c) Persuasive advertising
d) Reminder advertising
Ans:- d) Reminder advertising
Q21.)............ consists of short-term incentives to encourage the purchase or sale of a product or
service.
a) A segmented promotion
b) Sales promotion
c) Advertising
d) A patronage reward
Ans:- b) Sales promotion
Q22.) Which type of promotional tool is non-public, immediate, customized, and interactive?
a) Segmented advertising
b) Direct marketing
c) Brand contacts
d) Public relations
Ans:- b) Direct marketing
Q23.)..........define the task that advertising must do with a specific target audience during a
specific period of time.
a) Advertising strategies
b) Message decisions
c) Advertising campaigns
d) Advertising objectives
Ans:- d) Advertising objectives
Q24.) Developing an effective message strategy begins with identifying............... that can be
used as advertising appeals.
a) advertising specialties
b) emotions
c) customer benefits
d) sales promotions
Ans:- c) customer benefits
Q25.) The most important element of “marketing mix” is
a) The product
c) The advertising support
b) The price of the product
d) A sound distribution network
Ans:- a) The product
Q26.) Which one of the following is a good example of direct advertising?
a) Display cards
b) Display panels on vehicles
c) Window display
d) A brochure
Ans:- d) A brochure
Q27.) Which one of the following is not a constituent of ‘internal public’ of any organization?
a) Management cadre of the organization

b) Workers’ representatives of the organization
c) Secretarial/clerical personnel of the organization
d) Consumers and consumer groups
Ans:- d) Consumers and consumer groups
Q28.)............................... is direct communications with carefully targeted individual consumers

to obtain an immediate response.
a) Personal selling
b) Public relations
c) Direct marketing
d) Sales promotion
Ans:- c) Direct marketing
Q29.) What is USP?
a) A quality/ feature that is unique to a given brand/product which competitors cannot/do not
offer
b) A quality/ feature that is not unique to a given brand/product which being advertise
c) A quality/ feature of a product/ brand similar to that of the competitor’s product/ brand
d) A product that can sell well
Ans:- a) A quality/ feature that is unique to a given brand/product which competitors cannot/do
not offer
Q30.) Corporate advertising concentrates on:

a) Recruitment
b) Organisational personality
c) Brand personality
d) Product personality
Ans:- b) Organisational personality
Q31.) The first thing a reader notices in a printed advertising is the:
a) Headline
b) Illustration
c) Copy
d) Format
Ans:- b) Illustration
Q32.) An account in advertising parlance:
a) The budget earmarked for a campaign

b) A client
c) Giving an account of Ad campaign strategy
d) A report of the account executive to the creative team
Ans:- b) A client
Q33.) U. S. P.(Unique Selling Proposition) means:
a) A product that can sell

b) A feature similar to that of the competitor’s product/band
c) A feature present only in one product/brand
d) A feature that can not be altered
Ans:- c) A feature present only in one product/brand
Q34.) Promotional material located in and around retail outlets is known as
a) Retail Advertising
b) Direct Advertising
c) POP advertising
d) Personal Advertising
Ans:- a) Retail Advertising
Q35.) Most of the advertising of the Central Government in India is handled by
a) PIB
b) HMC
c) Private agencies
d) DAVP
Ans:- d) DAVP
Q36.) The ‘heart and soul’ of an Ad. Agency is
a) Media department
b) Account department
c) Creative service department
d) Finance department
Ans:- c) Creative service department
Q37.) “Advertising is any paid form of non-personal presentation and promotion of idea, goods
or services by identified sponsors.” Whose definition is this?
a) Michael Schudson
b) Russed Colley
c) George Powell
d) American Marketing Association
Ans:-d) American Marketing Association
Q38.) Advertising that is usually restricted in size and format and arranged in a group based on
the mature of product or service advertised is generally referred to as
a) Display advertising
b) Corporate advertising
c) Classified advertising
d) Corporative advertising
Ans:- c) Classified advertising
Q39.) Which among them is not a function of advertising;
a) Eliminate seasonal fluctuations

b) Creates confidence in quality
c) Balancing consumers’ budget
d) Increase in per-capita use
Ans:- c) Balancing consumers’ budget
Q40.)The manufacturer, government body or organization which wishes to have advertisements

crated and placed:
a) Internal publics
b) Advertiser
c) Consumer
d) Accounts
Ans:- b) Advertiser
Q41.) The term used to describe the unique added values and appeal of the brand in relation to
other brands in the same market is,
a) Brand positioning
b) Brand filling
c) Coverage
d) Brand value
Ans:- a) Brand positioning
Q42.)Writing text for advertisements is called:
a) Ad writing
b) Art Production
c) Illustration
d) Copy writing
Ans:- d) Copy writing
Q43.)..............is the advertisement, facing editorial pages in magazines and newspapers
a) Facing matter
b) Advertorial
c) Op-Ed Ads
d) Edit page ads
Ans:- a) Facing matter
Q44.) Single colour used in an advertisement is called.................
a) Mono colour
b) Single Print
c) Spot Colour
d) Mono Media
Ans:- c) Spot Colour
Q45.) The research which enables an ad agency to better understand how consumers use a
product or service is....................
a) Evaluative Research
b) Strategic research
c) Target Research
d) Consumer Research
Ans:- b) Strategic research
Q46.) TGR means,
a) Tele Group Rating

b) Television Gain Rating
c) Target Group Rating
d) Television Gross Rating
Ans:- c) Target Group Rating
Q47.) Who coined the term USP?
a) Mashall McLuhan
b) Rosser Reeves
c) Michael Schudson
d) Russed Colley
Ans:- b) Rosser Reeves
Q48.) The total number of a target group from which researchers take samples is called,
a) Stratified group
b) Universe
c) Public
d) Internal Public
Ans:- b) Universe
Q49.) In ad world electrical goods, often kitchen equipment such as washing machines, fridges
cookers are termed as,
a) White Goods
b) Electronic Goods
c) Equipments
d) Power goods
Ans:- a) White Goods
Q50.)............... research is used after the advertising has run and seeks to determine how well
consumer remember the advertising message and how persuasive it was.
a) Market
b) Strategic
c) Consumer
d) Evaluative
Ans:- d) Evaluative
Q51.) Which among them is not a function of advertising;
a) Increase sales
b) Increase in per-capita use
c) Increase the annual income of the consumer
d) Eliminate seasonal fluctuations
Ans:- c) Increase the annual income of the consumer
Q52.) Advertising is considered to be an art; as well as a science. The statement is.........
a) True
b) False
c) Former is true, but latter is false
d) Former is false, but latter is true
Ans:- a) True
Q53.) Image advertising is a/an,
a) Advertising strategy
b) Advertising standard
c) Advertising firm
d) A type of advertisement
Ans:- a) Advertising strategy
Q54.) Price,........... ,.......... and Physical distribution are the four main elements in marketing.
a) Product, Sales
b) Sales, Advertising
c) Product, Promotion
d) Promotion, Purchasing
Ans:- c) Product, Promotion
Q55.) The advertising messages are.......................and.......................
a) Precise and witty

b) Responsive and Informative
c) Persuasive and Productive
d) Persuasive and Informative
Ans:- d) Persuasive and Informative
Q56.) The process in which one idea is allowed to stimulate another without reaching a decision
about whether any of the ideas are valid :
a) Creative process
b) Brainstorming
c) Dilemma
d) Ambiguous idea
Ans:- b) Brainstorming
Q57.) Marketing techniques that use social networks and other technologies to produce
increases in brand awareness or to achieve other marketing objectives through self-replicating
processes is called,
a) Virus Advertising
b) Viral Advertising
c) Vital Advertising
d) Virtual Advertising
Ans:- b) Viral Advertising
Q58.) Identify the theory not considered as theories of advertising;
a) Stimulus Response Theory

b) The Starch Model
c) DAGMAR Model
d) Cultivation Theory
Ans:- d) Cultivation Theory
Q59.) Advertisers seek to give a product a personality that is unique, appealing and
appropriate The personality given is known as,
a) Brand Loyalty
b) Unique Image
c) Selling Property
d) Brand Image
Ans:- d) Brand Image
Q60.) Advertisements try to discourage young people from using drugs or tobacco or encourage
people to adopt safer, healthier lifestyles, are examples of............... Ads
a) Institutional Ads
b) Informational Ads
c) Consumer Ads
d) Impressive Ads
Ans:- b) Informational Ads
Q61.) Advertisements from organizations, sending message intended to influence a targeted

audience is called........................
a) Image Advertising
b) Product oriented advertising
c) Advocacy advertising
d) Agenda setting ads
Ans:- c) Advocacy advertising
BRAND MANAGEMENT MOCK EXAM PAPER
SEMESTER VI
TYPE: MCQ
Q1. A customer will choose a brand based on how compelling the ______________ was as
compared to other brands. (1)
1. **Difference
2. Similarity
3. Sameness
4. Uniqueness
Q2. Good ___________ offers various benefits to the brand and the company. (1)
1. Communication
2. Variety
3. **Positioning
4. Placement
Q3. A __________ is a group or set of things that have similar characteristics. (1)
1. Brand
2. **Category
3. Product
4. Service
Q4. If the brand positioning is conceptualized and executed well, it can be used by the company
in various ___________ activities. (1)
1. **Marketing
2. Commercial
3. Social
4. Promotion
Q5. A good positioning is something that must be ____________ to the customer. (1)
1. Visible
2. **Believable
3. Reasonable
4. Invisible
Q6. Brand element is also known as _____________. (1)
1. Awareness
2. Recall
3. **Identity
4. Image
Q7. A _________ is a graphic mark, emblem or symbol commonly used by commercial

enterprises, organisations and even individuals to aid and promote instant public
recognition.(1)
1. **Logo
2. Slogan
3. Tag line
4. Symbols
Q8. ____________ are short phrases that communicate descriptive or persuasive information
about a brand. (1)
1. Punch lines
2. Tag lines
3. Messages
4. **Slogans
Q9. ____________ are musical messages written around a brand. (1)
1. Logos
2. Symbols
3. **Jingles
4. Tag lines
Q10. Packaging is called as the _________ P of marketing mix. (1)
1. First
2. Third
3. Fourth
4. **Fifth
Q11. Brand awareness consists of brand recognition and brand ________. (2)
1. Growth
2. **Recall
3. Presence
4. Identity
Q12. Achieving the right brand identity means creating brand ___________ with customers. (2)
1. **Salience
2. Resonance
3. Awareness
4. Loyalty
Q13. Brand __________ is a customer’s personal opinion about a brand. (2)
1. **Judgment
2. Image
3. Identity
4. Personality
Q14. Brand resonance and the relationships that consumers have with brands have two
dimensions: intensity and _________. (2)
1. Growth
2. **Activity
3. Judgment
4. Creativity
Q15. The strategic brand management process starts with understanding what the brand
represents and how it is __________ with respect to its competitors. (2)
1. **Positioned
2. Targeted
3. Segmented
4. Promoted
Q16. Building brand equity through leveraging secondary brand associations is an ___________
approach. (2)
1. Direct
2. Special
3. Procured
4. **Indirect
Q17. In channel of distribution, particularly _________ are able to create an image of their
store in the minds of the customer. (2)
1. Whoesaler
2. **Retailer
3. Distributor
4. Dealer
Q18. ___________ branding is a type of co-branding. (2)
1. **Ingredient
2. Product
3. Service
4. Personality
Q19. Licensing creates contractual arrangements whereby firms can use the names, logos,
characters, etc. to market their own brands for some __________ fee. (3)
1. Variable
2. Monthly
3. Quarterly
4. **Fixed
Q20. The _________ from which brand originates can also be linked to the brand to generate
secondary associations. (3)
1. Product
2. Industry
3. **Country
4. Region
Q21. The ability of the marketing programme to affect the customer mind-set will depend on
its__________. (3)
1. Salesperson
2. **Quality
3. Technology
4. Customer service
Q22. The customer mindset affects how _______ react in the market place in six main ways. (3)
1. Values
2. Market values
3. **Brand values
4. Organisational values
Q23. Brand personality is a set of _________ characteristics associated with the brand. (3)
1. **Human
2. Computer
3. Product
4. Artificial Intelligence
Q24. Brand knowledge refers to brand ________. (3)
1. **Awareness
2. Recall
3. Personality
4. Persona
Q25. Brand feelings are customers’ emotional responses and __________ with respect to the
brand. (3)
1. Actions
2. Interaction
3. **Reactions
4. All of the above
Come & Join Us at VUSTUDENTS.net
For Assignment Solution, GDB, Online Quizzes, Helping Study material,

Past Solved Papers, Solved MCQs, Current Papers, E-Books & more.
Go to http://www.vustudents.net and click Sing up to register.
VUSTUENTS.NET is a community formed to overcome the disadvantages of distant

learning and virtual environment, where pupils don’t have any formal contact with their
mentors, This community provides its members with the solution to current as well as the
past Assignments, Quizzes, GDBs, and Papers. This community also facilitates its
members in resolving the issues regarding subject and university matters, by providing
text e-books, notes, and helpful conversations in chat room as well as study groups. Only
members are privileged with the right to access all the material, so if you are not a
member yet, kindly SIGN UP to get access to the resources of VUSTUDENTS.NET
» » Regards » »
VUSTUDENTS.NET TEAM.
Virtual University of Pakistan
www.vustudents.ning.com
Which of the following is a company’s declaration about its business goals and aspirations as
an organization to its employees and other stakeholders?
Select correct option:
 Mission Statement
 Vision Statement
 Vision and mission statement
 Value statement
 Logo
 Packaging
 Color
 Durability
In uncover bad promise one must convert the shortcomings into:
 Strengths
 Weaknesses
 Opportunities
 Threats
Where the strategic management perspective should be emphasized?
 At the top of the organization

 At the middle of the organization
 At the bottom of the organization
 Throughout the organization
Brand vision fulfills a basic purpose that is:
 Consensus among management

 Commits Company to research
 Mandates telling all stakeholders
 All of the given options
You do not give the same treatment to a fake brand even if it carries the label that may look
genuine because:
 The actual brand is not there

 The actual product is not there
 The actual brand is there
 Actual product is there
Brands are acknowledged and recognized on the basis of their:
 Functionality
 Quality
 Loyalty
 Reputation
A sound mission and value statement must have all the attributes EXCEPT:
 Lengthy
 Memorable
 Pragmatic
 Inspiring
How many principles brand contract have?
 Three
 Two
 Five
 Four
Which of the following brings management to a platform from where they all have to agree
what level of growth the brand will generate to fulfill company’s objectives?
 Brand vision
 Brand mission
 Brand objective
 Brand value
PIMS stands for which of the following?
 Positioning Impact of Marketing Strategy

 Profit Impact of Market Strategy
 Price Impact of Marketing Strategy
 Promotion Impa
A company’s business model can be based on all of the fundamental factors EXCEPT:
 High quality
 Affordability
 Accessibility
 Low quality
Brand associations and the Brand Value Pyramid are half of your:
 Brand image
 Brand picture
 Brand persona
 Brand contract
Strategic objective deals with __________.
 Cutting cost
 Earnings per share
 Return on investment
 Dividend growth
A chain of schools cannot create perceptions of good quality education to children unless its
program of teaching relates to the central values of:
 Children
 Parents
 Teachers
 Society
 Brand contract
 Brand association
 Brand persona
 Brand equity
Market is divided into groups on the basis of age, family size, gender, income, occupation,
 Demographics
 Psychographics
 Behavioral
 Geographic
Which of the following is a planning document that reflects your extensive efforts toward
defining the market, analyzing it and considering all the elements of brand management?
 Product plan
 Brand plan
 Marketing plan
 Sales plan
Objectives are the desired ends and __________ is the means to achieve those ends.
 Strategy
 Mission
 Planning
 Vision
 Family brands
 Range brands
 Umbrella brands
 Product brands
Strategic objectives deal with:
 Staging innovations
 Share value appreciation
 Revenue growth
 Finance
 Marketing
 Production
 Promotion
Which of the following is the component of brand identity?
 Reliable
 Serious
 Durable
 Logo
According to researches, the highest brand loyalty of customers is for:
 Coffee
 Shampoo
 Cigarette
 Jeans
Which of the following can be defined in terms of needs, segmentation and geography?
 Markets
 Production
 Promotion
 Management
 Functionality
 Quality
 Loyalty
 Reputation
A company’s business model can be based on all of the fundamental factors EXCEPT:
 High quality
 Affordability
 Accessibility
 Low quality
 Implicit promise
 Explicit promise
 Positive promise
 Negative promise
The point of departure toward the process is to have a clear__________ for your brand.
 Vision
 Mission
 Image
 Idea
If a market is less mature, the challenges are:
 Less strong
 Intense
 Concentrated
 Deep
__________ along with brand associations provides a complete understanding of the brand
image.
 Brand persona
 Band value
 Brand picture
__________ is a name, term, sign, symbol, design or a combination of them intended to

differentiate one product from those of the competitors.
 Brand management
 Marketing management
 Brand
 Marketing
Which one of the following is the part of brand management process?
 Manage product
 Manage categories
 Manage brand
 Manage customer
Strategic objectives deal with:
 Share value appreciation
 Revenue growth
If a market is very mature, the challenges are:
 Intense
 Weak
 Concentrated
 Deep
Brand at the top of the brand value pyramid conforms more to a:
 Brand-based model
 Brand perception
 Brand image
 Brand contract
How many principles brand contract have?
 Three
 Two
 Five
 Four
Which of the following is driving force for customers’ focal point?
 Brand picture
 Brand image
 Brand value
 Brand persona
Which of the following industries generally do well during strong periods of growth and do
poorly during recessions?
 Food
 Cyclical
 Pharmaceutical
 Chemical
Quiz Start Time: 07:24 PM
Time Left 89
sec(s)
One of the top responsibilities of senior management is to develop:
 Business
 Brand
 Product
 Strategy
The more customers are knowledgeable of a brand’s promises, the more they are likely to be:
 Loyal
 Satisfied
 Demanding
 Unsatisfied
While developing a brand vision, senior management contributes by providing inputs about:
 What are the financial and strategic goals of the company?

 How to reinforce strengths and rectify weaknesses?
 What resources the company is willing to deploy for supporting the brand?
 Family brands
 Range brands
 Umbrella brands
 Product brands
 Lengthy
 Memorable
 Pragmatic
 Inspiring
“Market share” is the indicator of which of the following?
 Brand value
 Brand strength
 Brand asset
 Brand liability
A chain of schools cannot create perceptions of good quality education to children unless its
program of teaching relates to the central values of:
 Children
 Parents
 Teachers
 Society
According to researches under brand perception, which of the following statements is NOT
TRUE?
 25 percent of customers spend no time in their decision making

 56 percent of customers spend less than 8 seconds in decision making
 The brand messages must not be so simple and much focused
 Customers use little information in routine purchases of low involvement items
A brand contract may also contain __________ but it must be eradicated from the contract?
 Negative promises
 Positive promises
 Doubtful promises
 Implicit promises
 Logo
 Packaging
 Color
 Durability
because of the issue of:Select correct option:
 Finance
 Marketing
 Production
 Promotion
When we say that brands are staying contemporary than it means:
 Bringing about innovations

 Living up to consumers’ likes and expectations
 Engaging into a brand contract
A brand must offer a:
 Superior value proposition

 Lower value proposition
 Medium value proposition
 Best value proposition
 Functionality
 Quality
 Loyalty
 Reputation
The more customers are knowledgeable of a brand’s promises, the more they are likely to be:
 Loyal
 Satisfied
 Demanding
 Unsatisfied
 Value statement
__________ is a name, term, sign, symbol, design or a combination of them intended to

differentiate one product from those of the competitors.
 Marketing management
 Brand
 Marketing
Financial objective deals with __________.
 Revenue growth
 Winning greater market share
 Overtaking competitors on quality
 Less strong
 Intense
 Concentrated
 Deep
Which of the following is a planning document that reflects your extensive efforts toward
defining the market, analyzing it and considering all the elements of brand management?
 Product plan
 Brand plan
 Marketing plan
 Sales plan
 Business
 Brand
 Product
 Strategy
A brand manager is responsible for the destination planning of the brand in terms of its future
movements related to all, EXCEPT:Select correct option:
 Marketing research
 Distribution improvements
 Overtaking competition
 Markets to serve
Brand picture is based on which one of the following?
 Brand image
 Brand value
 Brand mission
 Brand vision
 Owner’s equity
 Brand equity
 Brand assets
 Brand value
Financial objective deals with __________.Select correct option:
 Revenue growth
 Winning greater market share
 Overtaking competitors on quality
 Bookmark
 Demographics
 Psychographics
 Behavioral
 Geographic
 Acquisition
 Organic growth
 Rapid growth
 Licensing
The key belief and core values of the brand is called its __________.
 Identity
 Image
 Persona
 Source
 Value statement
__________explain/s what brand value means to consumers and how a brand creates that
value.
 Brand equity
 Brand characteristics
 Brand image
 Brand identity
value.
 Resources
 Brands
 Employees
 Communication
 Finance
 Marketing
 Production
 Promotion
 Strategy
 Mission
 Planning
 Vision
Which one of the following is the characteristic of brand strength?
 Price premium
 Patents and rights
 Perceived brand personality
 Brand reputation
According to researches, the highest brand loyalty of customers is for:
 Coffee
 Shampoo
 Cigarette
 Jeans
Which of the following is a strategic process in which all departments must get together in
offering value?
 Product Management
 Marketing Management
 Sales Management
 Brand contract
 Brand persona
 Brand equity
 Demographics
 Psychographics
 Behavioral
 Geographic
 Lengthy
 Memorable
 Pragmatic
 Inspiring
Where the strategic management perspective should be emphasized?
 At the top of the organization

 At the middle of the organization
 At the bottom of the organization
 Throughout the organization
Which of the following is a strategic process in which all departments must get together in
offering value?
 Product Management
 Marketing Management
 Sales Management
 Business
 Brand
 Product
 Strategy
 Less strong
 Intense
 Concentrated
 Deep
 Functionality
 Quality
 Loyalty
 Reputation
A brand must offer a:
 Superior value proposition

 Lower value proposition
 Medium value proposition
 Best value proposition
When a brand is just able to address the basic needs, it is at the:
 Lowest level of associations

 Highest level of associations
 Medium level of associations
 None of the given options
While developing a brand vision, senior management contributes by providing inputs about:
 What are the financial and strategic goals of the company?

 How to reinforce strengths and rectify weaknesses?
 What resources the company is willing to deploy for supporting the brand?
 Strategy
 Mission
 Planning
 Vision
When we say that brands are staying contemporary than it means:
 Bringing about innovations

 Living up to consumers’ likes and expectations
 Engaging into a brand contract
Which of the following brings management to a platform from where they all have to agree
what level of growth the brand will generate to fulfill company’s objectives?
 Brand vision
 Brand mission
 Brand objective
 Brand value
While defining the industry for developing brand vision, brand manager must consider:
 The range of products and services offered by the industry

 Industry growth and size
 Key growth factors
 Industry lifecycle
Which one of the following is related to the brand?
 Cooking oil
 Shampoo
 Detergent
 Dalda
SATISH PRADHAN DNYANASADHANA COLLEGE, THANE
DEPARTMENT OF BMS
BRAND MANAGEMENT SAMPLE MCQ
SR QUESTION a b c d ANSWER
NO
1 A brand is defined Liquid Fixed Current Intangible d
as an _________
asset.
2 Which of the To Establish To Establish To Do Telly To Acquire c
following is not an An Identity An Identity Calling And Place For The
objective of Brand For The For The Acquire Sales Product In
management? Product Or A Product Or A Consumers’
Group Of Group Of Minds For
Products. Products. High And
Consistent
Quality.
3 3 C's of branding are Continuity Coverage Collaboration Clarity d
___________ ,
consistency and
constancy.
4 Brand __________ Audit Edit Recalling Rejuvenating a
are a means to
provide in-depth
information and
insights essential for
setting long-term
strategic direction
for the brand
5 A ___________ is a Market Goods Product Things c
specific item that
different
organisations sell in
the market to their
consumers with the
sole purpose of
making profits.
6 This is a scenario in Under Over Confused Double b
which the customers Positioning Positioning Positioning Positioning
have too limited a
awareness of the
brand.
7 which of the H&M Zara Nyka Raymonds c
following is not a
clothing brand
brand?
8 The brand element Unique Uniform Unique Uniform b
that specifies the Resource Resource Reference Reference
location of web Locator Locator Locator Locator
pages.
9 Relate marketing Permission Experiential Relationship One To One b
creates experiences Marketing Marketing Marketing Marketing
by taking into
account individual's
desire to be a part
of the social context
enhance brand
awareness and to
facilitate unique
brand associations.
brand promises to
deliver in its
communications
does
12 Three fundamental Word-Of- Fair Pricing Market Niche Pricing c
pricing approaches Mouth Penetration
are market Pricing Pricing
skimming pricing,
neutral pricing, and?
13 Customize products One To One Cause Standardized Relationship a
and services Marketing Marketing Marketing Marketing
14 It is an approach of Green Cause Relationship Permission d
selling goods and Marketing Marketing Marketing Marketing
services in which a
prospect explicitly
agrees in advance to
receive marketing
information
15 The Drivers that Brand Brand Brand Brand b
differentiate and Emotions Elements Conversation Judgment
identify the brands
are classified as?
16 The series of Brand Audit Brand Brand Brand a
procedure in which Tracking Valuation Evaluation
customer is focused
, helps to access
brand's health and
leverage equity are
classified as ____
17 ____ is as if ' making Brand Brand Image Brand Audit Brand Value a
the brand come Personality
alive'.
18 ____ is a measure of Brand Brand Equity Brand Recall Image a
the attachment that Loyalty
a customer has to a
brand
19 ____ may be tested Brand Recall Brand Relevance Price a
in two forms: Aided Awareness
recall & Unaided
recall
20 What is more Quality Quantity Customer Customer a
important in brand Perception Experience
equity?
21 Amul Masti Dahi is Line Brand Category Brand b
an example of: Extension Extension Extension Discontinuati
on
22 _____ helps Cause Brand Global Brands Brand a
consumers to justify Marketing Reinforceme Enrichment
their self worth to nt
others or
themselves
23 Another way of Positioning Segmenting Targeting Repositioning d
getting the brand
revitalized is
through the
_________________
_
24 _____________ can Brand Brand Brand Equity Brand Profit c
be seen in the way Extension Diversificatio
the customer thinks, n
feels, perceives the
product along with
its price and market
position
25 Digital branding, in Geographic Natural Confined Cultural d
general need to
have the consumer-
specific orientation
addressed to
consumers in a
______________
context
26 Brand Asset Comparative Qualitative Quantitative Price a
Valuator (BAV)
provides _____
measures of the
brand quity of
thousands brands
across different
categories
27 ______ analysis Market Brand Conjoint Price c
aims to find the
optimum
positioning between
low-price-low-
quality and High-
Price-High-quality
28 ………defines what Brand Brand Brand Brand Image a
the brand thinks Attitude Positioning Relationship
about the
consumer, as per
the consumer
29 The comparison of Brand Brand Brand Brand Asset d
brand equity from Preference Differences Similarities Valuator
thousands of Valuator Valuator Valuator
different brands
with several
categories is called?
30 _________is the Brand Value Brand Brand Equity Brand Image c
added value Strategy
endowed on
services and
products.
31 Four P’s was initially E J Mccarthy Kotler Rob Gray Mishkin a
expressed by?
32 In BVA, the Perceived Esteem Energized Energized b
measurement of Esteem Esteem Similarities
loyalty perceptions
and how well brand
is respected is
classified as?
enhance brand
awareness and to
facilitate unique
brand associations.
34 Content Marketing Slogans Blogging Jingles Logos b
consists of
35 _________ helps Brand Branding Brand Brand b
make purchasing Identity Essence
decisions easier.
36 Which of the A B C D c
following statement
is TRUE?
A. Brand-essence
serves as a metric to
evaluate buyer’s
marketing
strategies.
B. Branding is a
useless tool to
differentiates the
product and the
producer
C. Brands give
consumers a reason
to share the
opinions positively
D. Brand can be
copied easily
37 The Brand Brand Brand Value Brand b
_________________ Positioning Resonance Chain Identity
__ model describes
how to create
intense, activity
loyalty relationships
with customers.
38 Under Keller’s Brand Brand Brand Brand Brand c
Equity Model For Identity Meaning Responses Relationships
Building A Strong
Brand "What do I
think or feel about
you?" mean
39 A brand identify is Organisation Community Personality Marketing a
the centring idea of
business _________
40 A brand is defined Tangible Intangible Long Term Short Term b
as an__________. Assets Asstes Asstes Asstes
41 "Just Do It" is a Puma Adidas Nike Louis Vitton c
tagline of which
brand?
42 It is a form of Experiential Managemen One To One Cause a
advertising which Marketing t Marketing Marketing Marketing
focuses primarily on
helping consumers
experience a brand.
43 Short term Trade Push Money Trade Contest Price Deal a
encouragements Allowances
offered to persuade
a Trader to stock up
on Goods is?
44 The offering of all Company Brand Line Brand Corporate c
brands and the Portfolio Portfolio Portfolio Portfolio
brand lines by a
particular company
is considered as?
45 The abililty of the Technonlogy Salesperson Quality Price c
marketing program
to affect the
customer mind-set
will depend on its
___
46 In this marketing, Relationship Permission Experiential One To One b
the privilege (not Marketing Marketing Marketing Marketing
the right) of
delivering
anticipated,
personal and
relevant messages is
only to those people
who actually want
them.
47 Distribution Employees Customers Employers Producers b
channel's are
categorized by
number of
intermediaries
among
manufacturers and?
48 Which of the Maruti Tesla Bmw Hummer d
following car brand Suzuki
no longer exists?
49 This majorly focuses Sponsorship Modifier Brand Branding c
on maintaining the Reinforcemen
Brand Equity t
brand promises to
deliver in its
communications
does
1. At the center of a brand’s characteristics is the following:
a. Identity
b. Image
c. Value
2. Brand management came into being for which of the following reasons:
a. Companies wanted to achieve scale economies.
b. It supplemented financial management practices
c. It suited production and operations personnel
d. Companies wanted to differentiate their products and highlight distinctions in a
competitive environment.
3. Brands like to stay contemporary because of:
a. Others do it
b. Staying attractive
c. Upholding the contract
4. Features and attributes of brands translate into benefits and _____________ are also
fulfilled along with these benefits.
a. Customer values
b. Brand values
c. Organizational goals
d. Brand associations
5. A good brand contract:
a. Keeps customer perspective in view
b. Delivers promises made with customers
c. Unearths negative promises
6. Continuously renewing the difference makes your product ____________.
a. Look superior
b. Highly unacceptable
c. Not conforming with market standards of evolving changes
d. Conforming to the changing behavior and beliefs of customers
7. A brand-based model reveals the following:
a. Why customers buy the brands they buy?
b. What are the underlying motives for their purchasing brands of their preference?
c. Why companies keep their brands contemporary?
8. The most important factor in brand management is to ensure that your ___________
must be matching with consumers’ perceptions.
a. Brand pinnacle
b. Brand’s persona
c. Brand associations
d. Brand value
9. While developing the brand picture, first of all, you envision:
a. Attributes
b. Obsessions
c. Benefits
10. To have value, a brand must offer which one of the following?
a. A simple product range with a defined set of features
b. A complex product range with a defined set of features
c. Consistency, a reduced level of perceived risk for the buyer, and a range of
functional and emotional attributes which are of value to buyers
d. An identity through which the customer can trace the party responsible for supplying
the product
Page 1 of 20
1. The elasticity of sales to sales promotion is __________ that of advertising.
a. Less than
b. Equal to
c. Greater than
d. Inversely proportional to
2. A mix of different communication tools has a better chance of achieving:
a. Objectives
b. Synergy
c. Efficiency
d. Effectiveness
3. If two different brands are distributed by one company, it is considered under:
a. Wholesale
b. Co-branding
c. Joint venture
d. Merger
4. A company’s own retail outlets are meant:
a. To avoid the threat of distributors’ power
b. To own and batter control the distribution channel
c. Distribution, itself, is a good business
5. For communication to be effective it should be:
a. Repetitive
b. Reinforcing
6. The power based on a channel member’s superior knowledge and information about his
products is called:
a. Expert power
b. Legitimate power
c. Coercion
d. Retailer power
7. A good channel system must automatically offer _____ to the customers.
a. Transaction services
b. After-sales services
8. Advertising _____ is capable to attract consumers only if it is based on their needs.
a. Reach
b. Copy
c. Frequency
d. Media
9. Marketing communication is done to achieve the objective of:
a. Building awareness
b. Stimulate action
10. Mostly, the major source of power throughout the distribution channel is:
a. The company
b. The brand
c. The distributor
d. The customer
Page 2 of 20
1. A great effort in terms of time and money is required for __________; and despite the
effort, results are not guaranteed.
a. Growth
b. Profitability
c. Branding
d. Promotion
2. Brands are born out of the following strategies:
a. Segmentation and differentiation strategies
b. Promotion strategies
c. Good purchasing and supply chain strategies
3. Brand identity is followed by _________, which is a reflection of what marketers planed
to send to the public.
a. Brand value
b. Brand image
c. Advertising
d. Brand personality
4. Right branding increases __________ of the product, which should be more than that of
the generic product.
a. Consumer revolt
b. Market share
c. Profit
d. Value
5. _________ are incurred by brands because of failures and questionable business
practices that may increase costs and liabilities.
a. Brand assets
b. Brand liabilities
c. Brand equities
d. Market failures
6. Introduction of more brands and extensions leads to __ with no new benefits to consumers.
a. Higher cost
b. Greater revenue
c. Brand proliferation
d. Increased competition
7. While defining the industry during the analysis, brand managers must consider:
a. The range of products and services offered by the industry
b. A picture of the geographic scope of the industry
8. The difference between company’s present financial position and the financial
objectives is known as:
a. Contribution gap
b. Contribution margin
c. Financial objectives’ failure
d. Low demand in market
9. A ___________ has to answer the questions like what would be the short of market if
our brand is not there.
a. Brand image
b. Brand picture
c. Brand manager
d. Brand association
10. Brand assets include:
a. The name of the brand
b. Reputation, relevance, and loyalty
c. Less quality complaints
Page 3 of 20
1. A change in positioning may cause _______________ in price.
a. An upward change
b. A downward change
2. ______________ occurs by maintaining the brand contract while undergoing innovations
and modifications to stay current.
a. Sustainability
b. Fit
c. Uniqueness
d. Credibility
3. When we keep the same brand name of new offerings so that customers may develop an
immediate familiarity, the resultant phenomenon is known as:
a. Leveraging
b. Extension
c. Diversification
d. Stretching
4. Introduction of another strength of a medicine by a pharmaceutical company is an
example of:
a. Brand extension
b. Line extension
c. Brand diversification
5. Brands are diversified because:
a. It is essential for brand survival
b. Some brands have such a high awareness that those are perceived by customers to
be in categories where they are not present.
c. Cost-cutting is possible by advertising products with the same brand name
6. The __________ relates to extra benefits that a brand offers to its customers.
a. Entire positioning
b. Point of difference
c. Definition of business
d. Innovation
7. Benefits of having different brands include all of the following except:
a. Quickly respond to retailers’ need
b. Effectively compete in market
c. Save the actual brand image
d. Fill all the gaps in market
8. When the same brand name holds several products in different markets, it is known as the
a. Umbrella brand
b. Source brand
c. Multi-brand
d. Range brand
9. Factors affecting the choice of distribution channel include:
a. Customer value
b. Sales revenues
10. ___________ provides a good quality of service because of a direct interface with the
customers, but it is expensive.
a. Direct sales
b. Telemarketing
c. E-marketing
Page 4 of 20
1. In a specific strategic market plan, a profit centre that is self-supporting in terms of sales,
markets, production, and other resources is known as:
a. Profit unit.
b. Strategic business unit
c. Marketing unit
d. Small business unit
2. Clarity about dimensions of brands means the clarity in:
a. The functions of brand
b. The aspects of differentiation
3. The drivers of change include all of the following except:
a. Downfall in industry
b. Consumer behavior
c. Market analysis
d. An investment by a foreign firm in local market
4. Shan Foods is involved in selecting and analyzing a target market and developing a
marketing mix to gain long-run competitive advantages. Based on this example, Shan
Foods is creating a:
a. Corporate strategy
b. Target design
c. Mix strategy
d. Marketing strategy
5. Which of the following is not a reason of “selling a service is difficult”?
a. Competitors can copy services very easily
b. It is hard to summarize and communicate services
c. Standardization among services is difficult
d. Customer can never be satisfied with a service
6. Often, the direct consumers of a nonprofit organization are its:
a. Consumer public
b. Member public
c. Client public
d. Nonbusiness public
7. A __________ organization is customer-centric, and all the decisions it makes are based
on involvement of all in the organization.
a. Brand based
b. Consumer based
c. Marketing
d. Competition based
8. Measuring your brand’s performance means you are:
a. Managing your brand right
b. Measuring your strategies
c. Maintaining your brand position
d. Maintaining your brand picture
9. Critical success factors for a firm include:
a. Changing lifestyles and attitudes
b. Low-cost production efficiency
10. PIA runs a series of television commercials that show its staff going out of their way to
help customers. An important secondary audience for these ads is:
a. The civil aviation authority
b. Competitors
c. PIA employees
d. All air travelers
Page 5 of 20
1. Which one of the following form of asset the brand has __________?
a) Tangible assets
b) Intangible assets
c) Current assets
d) Fixed assets
2. The functional risk of brand is related to __________.
a) Price
b) Performance
c) Social image
d) Our self concept
3. With the effort of team of professionals in a company, produce end product which is
related to the ____.
a) Brand creation
b) Idea creation
c) Brand management
d) Marketing management
4. A differentiated product may be unique in the marketplace, but it will only be successful
under which of the following circumstances?
a) If it satisfies customers' needs
b) If the price differential is minimal
c) If the brand can be classed as aspirational
d) Differentiated products will always be successful
5. Choosing a suitable international brand name is an important, but often difficult, part of
the process that creates a strong and distinctive brand. Which of the following
statements about choosing a name for a new soft drink is UNTRUE?
a) The name should be memorable and easy to pronounce
b) The name must be checked by experts to ensure it doesn't infringe on another company's
brand name
c) The name should have positive associations with the benefits and features of the product
d) The brand name must be modern and contemporary
6. Which of the following is the indicator of brand strength?
a) Brand reputation
b) Patents and rights
c) Perceived brand values
d) Growth rate
7. There are lot of customers have the knowledge of brand. They are inclined to be bound
into a contract. A customer bound by a contract is known as __________.
a) Loyal customer
b) Difficult customer
c) Potential customer
d) Finicky customer
8. Which one of the following is the best example of implicit promise?
a) Personal computer
b) Furniture
c) Green tea
d) Crockery
9. “Developing budgets and steering resources into strategy are critical areas of success,”
Correlates which of the following strategy.
a) Crafting strategy
b) Implementing strategy
c) Evaluating strategy
d) Performing strategy
10. The process of establishing and maintaining a distinctive place in the market for an
organization or its specific product offers is known as __________.
a) Profiling b) Profiling Segmentation
c) Segmentation d) Positioning
Page 6 of 20
Q.1 _____is ether the head of marketing department or a major brand and is responsible for
the brand strategy and its implementation, important for complete
performance of the brand.
a) Chief Branding Officer
b) Chief Executive officer
c) President of company
d) Director of Company
Q.2 __________ shows how consistent customers are in buying your brand, how long they
have been buying and how long they may buy?
a) Customer loyalty
b) Brand loyalty
c) Product loyalty
d) Company loyalty
Q.3 The brand stature construct is equivalent to:
a) Esteem multiplied by knowledge
b) Differentiation multiplied by knowledge
c) Knowledge multiplied by relevance
d) Esteem multiplied by differentiation
Q.4 This pricing model offers opportunity to set different levels of pricing for different needs
is known as __________.
a) Segment pricing
b) Skim pricing
c) Value-in-use pricing
d) Strategic account pricing
Q.5 If a company introducing a new brand under the source brand or endorsing brand
strategy to gain the benefits of brand power, you again are in a position to charge a __.
a) Premium price
b) Skimming price
c) Market based price
d) Retail price
Q.6 ___ is a mode of direct marketing owes to well structured communications in the form of
catalogs.
a) Telemarketing b) Sales promotion
c) Advertising d) Publicity
Q.7 Advertising is part of sales promotion by creating awareness and comprehension that
form a level of __________.
a) Customer pull
b) Customer push
c) Customer loyal
d) Customer image
Q.8 _____ of ad means how many times you should expose your target customers to your
message.
a) Frequency b) Copy
c) Copy strategy d) Media
Q.9 What purpose does an advertising copy serves?
a) Provides a degree of continuity in a brand’s advertising
b) Help a brand achieve distinctiveness
c) Provides a common benchmark on which all concerned in the company and the agency can
evaluate the merits of advertising submissions
d) All of the given options
Q.10 The image of brand is the __________ with customer.
a) Actual association
b) Vision
c) Positioning
d) Personality traits
Page 7 of 20
Q.1 A brand based organization provides which of the following benefits?
a) Clarity of role b) Commitment to brand growth
c) A collective responsibility d) All of the given options
Q.2 _____ lets you to have your loyal customer’s lifetime worth in terms of your brand’s
purchasing.
a) Lifetime value of a customer b) Lifetime value of a brand
c) Lifetime value of a company d) Lifetime value of a market
Q.3 __________ lets you to have a clear picture of the number of customers or usage of your
brand in comparison with competition.
a) Market share b) Brand share
c) Product share d) Customer share
Q.4 ___________ works best under the circumstances of high differentiation that gives you a
sustainable advantage in a quality conscious market.
a) Value-in-use Pricing: b) Skim Pricing
c) Segment pricing d) Strategic account pricing
Q.5 Which of the following strategy give the benefit of premium pricing?
a) Umbrella strategy b) Line brand strategy
c) Product brand strategy
d) Branding strategy
Q.6 Delivery services offered by restaurants and other food chains in our market on phone
calls are examples of:
a) Sales promotion b) Direct marketing
c) Publicity d) Personal selling
Q.7 Duration of __________ should be short and should not be repeated too often.
a) Sales promos b) Market promos
c) Brand promos d) Product promos
Q.8 An effective advertising campaign:
a) Revolves around a strong single idea b) Should appeal to self interest of customer
c) Must not wander off d) All of the given options
Q.9 The term “story board” is specifically related to:
a) TV commercial b) Newspaper Editorial
c) Magazine ad d) Press release
Q.10 __________ evokes a hierarchical set of customer response effects – i.e. building
awareness, comprehension, intentions, and actions.
a) Distribution b) Communication
c) Merchandizing d) Branding
Q.11 To keep your brand into recognition, it is important to __ according to an effective
through plan.
a) Advertise b) Position
c) Place d) Market
Q.12 In__________, internal workshop consisting of important aspects of ‘detailed strategic
definition’ and ‘objectives of the brand’ is arranged.
a) Brand chartering b) Brand planning
c) Brand extension d) Brand equity
Q.13 Apart from the ‘four Ps’ of marketing mix, the three additional elements of service
brands are people, process, and__________.
a) Physical evidence b) Physiological evidence
c) Psychological evidence d) Packaging
Q.14 A __________ organization is customer-centric, and all the decisions it makes are
based on involvement of all in the organization.
a) Brand-based b) Customer-based
c) Product-based d) None of the given options
Q.15 According to researches, the highest brand loyalty of customers is among:
a) Coffee
b) Shampoo
c) Cigarette
Page 8 of 20
d) Tea
1. A personal computer with features relating processor’s specifications, the size of the hard
A. Explicit promise
B. Implicit promise
C. Positive promise
D. Negative promise
2. All of the following statements would be considered to be TRUE regarding company
vision statements EXCEPT:
A. Vision statements are never presented with an organization's mission statement
B. Vision statements are often combined with the mission statement
C. Vision statements are often designed to be memorable, one-line statements
D. Vision statements reflect an organization's strategic intent
3. Market is divided into groups on the basis of age, family size, gender, income, occupation,
A. Demographics
B. Psychographics
C. Behavioral
D. Geographic
4. Building the brand vision is very serious matter and cannot be decided by just one
A. Marketing B. Finance
B. Production D. Promotion
5. Which of the following is considered the first step of the strategic brand management
process?
A. Building brand mission
B. Building brand vision
C. Building brand objectives
D. Building brand picture
6. Which of the following author states that benefits are weak unless they relate to the
customers’ central values and beliefs?
A. Jean-Noel Kapferer
B. Scot M. Davis
C. Philip Kotler
D. Geoffrey Randall
7. What approach should a brand manager adopt to know the status of a brand stands in
terms of consumer perceptions?
A. Compare two or three brands B. Analyze the market segmentations
B. Select the potential target markets C. Understanding customer’s needs
8. While determining levels of preferences of consumers in relation to the criterion,
researchers come to know that mostly consumers give priority to the brand due to it’s:
A. Customer service
B. Consistent performance
C. Price value relationship
D. Accessibility
9. A sound mission and value statement must have all the attributes EXCEPT:
A. Memorable
B. Pragmatic
C. Lengthy
D. Inspiring
10. Brand picture is based on which one of the following?
A. Brand value
B. Brand mission
C. Brand vision
D. Brand image
Page 9 of 20
A. Advertising era
B. Image era
C. Product era
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding
satisfaction.
A. Social marketing
B. Product quality
D. Position marketing
C. Two to six years
on the same market?
C. Market extension
D. Line extension
brands”?
A. Vision statement B. Mission statement
B. Positioning statement D.Value statement
A. Customers
B. Competitors
C. General Managers
D. Brand owners
A. Product
B. Sales
C. Service D. Image
B. Good packaging
Page 10 of 20
Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
Complementarity
Line brand strategy
If a company's customers are concentrated in a small geographic area and the company sells technical
products, which promotion method will it most likely use?
Brand contract
Brand association
Brand persona
Brand equity
When brand management becomes the heart of marketing then which one becomes the heart of
brand management.
Owner’s equity
Brand equity
Page 11 of 20
Brand assets
Brand value
Resources
Brands
Employees
Communication
Which of the following is created by management for the consumer and for the company through good
brands:
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong expressions of both, this is
known as:
Bundling
Branding
Brand management
Brand equity
Building the brand vision is very serious matter and cannot be decided by just one manager because
of the issue of:
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Page 12 of 20
Segment pricing
Introducing additional items in the same product category by adding new flavors, forms, colors,
ingredients or package sizes, under the same brand name, is known as:
Line extensions
Product mix

Acquisition
Organic growth
Rapid growth
Licensing
Logo
Packaging
Color
Durability
Complementarity
Line brand strategy
Personal selling

Brand contract
Brand association
Brand persona
Page 13 of 20
Brand equity
Owner’s equity
Brand equity
Brand assets
Brand value
value.
Resources
Brands
Employees
Communication
Value
Price
Cost
Rate
When two brands join hands to create one brand by using the strong expressions of both, this
is known as:
Bundling
Branding
Brand management
Brand equity
Finance
Marketing
Production
Promotion
Bundling
Joint venture
Effective packaging
Plus-one pricing
Skim pricing
Segment pricing
Page 14 of 20
Line extensions
Product mix
Which one of the following is indicator of a company’s desire to better meet the demands of
the market, not only through differentiated products but also through different brands and
there fore different identities?
Brand portfolio
Brand extension
Line extension
Harvest pricing
Penetration pricing
Cost based pricing
Family brands
Range brands
Umbrella brands
Product brands
Whichever positioning you may like to choose, it has to stem from the point of view of which
one of the following so that they can own it?
Customers'
Competitors'
General Managers'
Page 15 of 20
Brand owners'
Which of the following is one of the marketer’s major positioning tools, that has a direct
satisfaction?
Product quality
Social marketing
Specialty marketing
Production quality
To update brand position is very necessary and there are different criteria to update it. How
many criteria are adapted to judge if there is need for updating?
Four
Three
Six
Five
Customer reach
Operating efficiency
Service quality
Generate more profit
Develop brand image
If a company introduce same brand name for several product in different markets then
company is applying which one of the following brand strategy?
Line brand strategy
Rand brand strategy
Communication through a news story regarding an organization and/or its products that is
transmitted through a mass medium at no charge is which one of the following?
Advertising
Sales promotion
Personal selling
Publicity
Good brand promise
One member of an organization has the ability to control resources and change behavior of
the other. It is an exercise of which one of the following?
Coercive power
Reward power
Legitimate power
Page 16 of 20
Expert power
Implicit promise
Explicit promise
Positive promise
Negative promise
The more the customers are knowledgeable of a brand’s promises, the more they are inclined
to be bound into a:
Contract
Agreement
Settlement
Negotiation
Question # 1 of 10 Which of the following is “a concise statement that summarizes brand’s

commitment or promise to target consumers and actively communicates the advantage over
competing brands”?
Positioning statement
Vision statement
Mission statement
Value statement
Question # 2 of 10 When any brand of cooking oil is launched with new formula (for more
safety of health), it is the example of which of the following?
Extending your target market
Extending the definition of business
Extending your point of difference
Extending the entire positioning
Question # 3 of 10 You do not give the same treatment to a fake brand even if it carries the
label that may look genuine because:
The actual brand is not there
The actual product is not there
The actual brand is there
Actual product is there
Question # 4 of 10 When we say that brands are staying contemporary than it means:
Bringing about innovations
Living up to consumers’ likes and expectations
Engaging into a brand contract
Question # 5 of 10 Which of the following has to generate revenues, profits and net earning,
whether establish through organic growth or acquisition.
Brand management
Brand
Category
Page 17 of 20
Brand equity
Question # 6 of 10 Which one of the following is the part of brand management process?
Manage product
Manage categories
Manage brand
Manage customer
Question # 7 of 10 All of the following are the primary component of positioning, EXCEPT:
Company business
Target market
Point of difference and key benefits
Customer’s analysis
Question # 8 of 10 Which of the following can be defined in terms of needs, segmentation
and geography?
Markets
Production
Promotion
Management
Question # 9 of 10 In uncover bad promise one must convert the shortcomings into:
Strengths
Weaknesses
Opportunities
Threats
Question # 1 of 10 A brand contract may also contain __________ but it must be eradicated
from the contract?
Negative promises
Positive promises
Doubtful promises
Implicit promises
Question # 2 of 10 The whole exercise of creating the right picture is to create meaningful
parallels between the brand’s identity and its:
Image
Attribute
Features
Value
Question # 4 of 10 Which one of the following is NOT the basic determinant of the
consumer’s buying action?
Inferiority
Affordability
Quality
Accessibility
Question # 5 of 10 The more customers are knowledgeable of a brand’s promises, the more
they are likely to be:
Question # 6 of 10 Which of the following is driving force for customers’ focal point?
Brand picture
Brand image
Brand value
Brand persona
Question # 7 of 10 _________ is basically getting into different versions of the same base
product on the same market.
Line extension
Product extension
Page 18 of 20
Market extension
Question # 9 of 10 Strong brand positioning is driven by which one of the following
sources?
Customer
Employee
Company
Market
Question # 10 of 10 If a market is very mature, the challenges are:
Intense
Weak
Concentrated
Deep
A. Advertising era
B. Image era
C. Product era
A. Line extension
B. Multibrand
C. Brand extension
D. Rebranding
satisfaction.
A. Social marketing
B. Product quality
D. Position marketing ………..
C. Two to six years
on the same market?
C. Market extension
D. Line extension
brands”?
A. Vision statement
B. Mission statement
C. Positioning statement
D. Value statement
Page 19 of 20
A. Customers
B. Competitors
C. General Managers
D. Brand owners
A. Product
B. Sales
C. Service
D. Image
B. Good packaging
Page 20 of 20
12/17/2019 BRAND MANAGEMENT MULTIPLE CHOICE QUESTIONS WITH ANSWERS
Indiaclass
Home » Brand Management multiple choice questions with answers
Brand Management multiple choice questions with

answers
by Deepak Pore / January 12, 2013
Brand Management multiple choice questions with answers (Objective type questions)
1. …………………refers to a brands objective (functional) attributes in relation to other

brands.
m
er as
a. Brand position
co
b. Product position
eH w
o.
d. Both a and b
rs e
ou urc
Answer:d
o
2. …………defines what the brand thinks about the consumer, as per the consumer.
aC s
a. Brand attitude
vi y re
ed d
d. Brand image
ar stu
Answer: a
3. …………………includes two aspects of a brand – its associations and its personality.

is
a. Brand attitude
Th
d. Brand image
sh
Answer: d
4. …………………includes all that is linked up in memory about the brand. It could be
specific to attributes , features, benefits or looks of brand.
a. Brand attitude
d. Brand image
https://www.coursehero.com/file/52836683/BRAND-MANAGEMENT-MULTIPLE-CHOICE-QUESTIONS-WITH-ANSWERSpdf/
https://www.indiaclass.com/brand-management-multiple-choice-questions-with-answers/ 1/4
Answer:b
5. …………………..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
Answer: c
6.………………….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
m
b. Cannibalization
er as
c. Positioning
co
eH w
o.
Answer: b rs e
7. A marketer need to understand that some ‘general traits’ of a brand name are:
ou urc
o
aC s

vi y re
d. All of the above

ed d
Answer:d
ar stu
8. Close up, Doordarshan, Frooti, Babool, Fair and Lovely, Band aid and Ujala are the
examples of………..
is

Th

sh
Answer: a
9. Kadak, Xerox, Exxon, Fidji are the examples of
d. Bothe b and c
Answer: a
10. Whisper, Visa, Tropicana, Surf, Limca, Crush, Denim are the examples of


Answer: b
11. Watches sold as a Jewellery is related to
a. Titan Raga
b. Tanishq
c. Swatch
d. GoldPlus
Answer: b
12. Vaseline- petroleum jelly sold as lip salve and moisturizer, is an example of
m
er as
a. Benefit related positioning
co
eH w
o.
rs e
ou urc
Answer: c
o
13. “Jod jo tootega nahin” tagline is related with brand……

aC s
a. M-Seal
vi y re
b. Fevikwik
c. Fevicol
ed d
d. Ambooja cement
ar stu
Answer: c
14. Lifebuoy – kills the germs you cannot see, is an example of
is
a. Emotional benefit related positioning

Th

c. Usage occasion related positioning
d. Health related positioning
sh
Answer: b
15. Match the correct

4. Liril 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)
Answer: c
16. Which is not an example of Positioning by usage occasion and time of use?

Answer: c
CONCEPT
Product
m
Brand Symbol = Brand character + Brand logo
er as
co
eH w
Brand Associations = Link up in memory with brands attributes, benefits and looks
o.
rs e
Brand Image = Brand associations + Brand Personality
ou urc
Brand Relationship = Brand Image + Brand Attitude
o
Share this:
aC s
        
vi y re
ed d
Tags: Brand Management Multiple Choice Questions

ar stu
is
Leave a Reply
Th
Enter your comment here...

sh
About Us Terms of Use Disclaimer Contact Us
Copyright Indiaclass.com I Designed by Neve | Powered by WordPress
Powered by TCPDF (www.tcpdf.org)

Satish Pradhan Dnyanasadhana College, Thane Department of Bms Brand Management Sample MCQ

Uploaded by

Copyright:

Available Formats

Satish Pradhan Dnyanasadhana College, Thane Department of Bms Brand Management Sample MCQ

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Satish Pradhan Dnyanasadhana College, Thane Department of Bms Brand Management Sample MCQ

Uploaded by

Copyright:

Available Formats

SATISH PRADHAN DNYANASADHANA COLLEGE, THANE

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total Marks: 1

Question # 7 of 20 ( Start time: 07:38:50 PM ) Total Marks: 1

MCQ’s of BRAND MANAGEMENT MKT624

Question # 1 of 10 Which of the following is “a concise statement that summarizes brand’s

Study Portals (/study-portals.html)

Old Papers (/old-papers.html)

You are here: Home (/) MCQs (/mcqs.html)

Virtual University MCQs BANK - MCQs Collection from

MKT624 Brand Management Solved MCQ E

View Comments (https://www.vuzs.info/mcqs/243-mkt624-brand-management/1333-mkt624-brand-management-solved-mcq- 8

Question # 1 of 20 ( Start time: 07:29:26 PM ) Total M - 1

Shares 2. Apple Promo Codes

Advertising is a major promotion mix ingredient that is a:

2020 SUV Reviews...

Insure your family’s Health @ Affordable price. Insure Now

23 Kissing Scenes That Were Never Scripted

We Ranked These Beautiful Women - Who Is Number 1?

This Snake Does Something No Human Should Have To Witness

15 Foods That Naturally Clear Your Arteries

PSY502 :History and FIN622 GDB # 1 and its Difference B

0 Comments vuzs.info 🔒 Disqus' Privacy Policy 

 Recommend t Tweet f Share Sort by Best

Start the discussion…

LOG IN WITH OR SIGN UP WITH DISQUS ?

Be the ﬁrst to comment.

✉ Subscribe d Add Disqus to your siteAdd DisqusAdd ⚠ Do Not Sell My Data

back to top (https://www.vuzs.info/mcqs/243-mkt624-brand-management/1333-mkt624-brand-management-solved-mcq-

SOCIAL MEDIA MONITORING

Print Food Coupons a

Cheap Electronics Online a

Apple Promo Codes a

Back to Top (https://www.vuzs.info/mcqs/243-mkt624-brand-management/1333-mkt624-brand-management-solved-mcq-

Solved MCQs from New MGT503 quizzes

MKT624 Brand Management Thirty MCQs

MKT624 Brand Management MCQs from Quiz

IT430 80 100% solved MCQ with Ref by Sweet

MKT624 Brand Management Solved MCQ A

MKT624 Brand Management MCQs from Quiz

MKT501 Solved MCQs Book 3

MKT624 Brand Management Solved MCQ C

MKT624 Brand Management Solved MCQ B

MCQs Bank|multiple Choice |Solved MCQs

MGT610 Business Ethics - Solved MCQs from

Brand Management Multiple Choice

mcq question answer app

brand management mcq questions

multiple choice questions app

investment management mcq with answers

Brand Management MCQs – Multiple Choice

SEE ALSO: Services Marketing MCQ with Answers

another than with brands of other companies.

c. Easy to memorize or recall

d. All of the above

e. None of the above

d. All of the above

a. Descriptive Brand Name

b. Suggestive brand name

c. Free Standing brand name