The process of endowing products and services with the power of a brand is called
A) Brand management
B) Brand equity
C) Branding
D) Brand positioning
Answer: C

The differential effect that brand knowledge has on consumer response to the brand’s marketing is called
A) Brand identity
B) Brand equity
C) Brand value
D) Brand positioning
Answer: B

A brand promise primarily communicates
A) Price and distribution
B) The marketer’s intent to deliver certain benefits
C) Competitive advantage
D) Advertising tone
Answer: B

Which of the following best defines brand equity?
A) Tangible assets
B) The added value endowed by the brand name
C) Cost advantage
D) Legal ownership of the logo
Answer: B

Which component is NOT part of brand equity as per Kotler?
A) Brand awareness
B) Brand loyalty
C) Brand associations
D) Brand discounts
Answer: D

A powerful brand enjoys all EXCEPT
A) Greater price elasticity
B) Higher margins
C) Strong customer loyalty
D) Competitive advantage
Answer: A

The first step in building a strong brand is
A) Brand resonance
B) Brand imagery
C) Brand identity
D) Brand equity measurement
Answer: C

The Keller’s Brand Resonance Model is also known as
A) CBBE Model
B) Product Value Chain
C) Marketing Funnel
D) Brand Pyramid
Answer: A

Which of the following is a key building block of the CBBE model?
A) Brand loyalty
B) Brand salience
C) Brand architecture
D) Brand positioning
Answer: B

Which stage in the brand resonance model focuses on “what about you and me”?
A) Brand identity
B) Brand meaning
C) Brand response
D) Brand relationships
Answer: D

The act of designing the company’s offer and image so that it occupies a distinct and valued place in the consumer’s mind is
A) Positioning
B) Branding
C) Segmentation
D) Targeting
Answer: A

The source of brand equity lies in
A) Financial investment
B) Consumer perceptions
C) Advertising spending
D) Product design
Answer: B

Brand awareness consists of
A) Recall and recognition
B) Quality and loyalty
C) Imagery and performance
D) Trust and preference
Answer: A

A “brand mantra” is a
A) Short brand slogan or internal brand essence statement
B) Tagline used for advertisements
C) Long-form mission statement
D) Trademarked product name
Answer: A

Brand performance in Keller’s model deals with
A) How the brand meets functional needs
B) Emotional connection
C) Relationship strength
D) Marketing investment
Answer: A

Brand imagery reflects
A) How the product performs
B) How people perceive the brand’s personality and values
C) Product packaging
D) Retail presence
Answer: B

Which is NOT an element of brand response?
A) Judgments
B) Feelings
C) Salience
D) Attitudes
Answer: C

The ultimate goal of brand building is to achieve
A) Brand awareness
B) Brand loyalty
C) Brand resonance
D) Brand personality
Answer: C

Brand personality refers to
A) Human traits associated with a brand
B) Financial worth of a brand
C) Product quality
D) Market share
Answer: A

Which of these is NOT a dimension of brand personality as per Aaker’s model?
A) Sincerity
B) Excitement
C) Competence
D) Profitability
Answer: D

“Brand associations” primarily contribute to
A) Brand awareness
B) Brand meaning
C) Cost leadership
D) Distribution intensity
Answer: B

A brand audit helps marketers
A) Assess brand health and equity sources
B) Increase production efficiency
C) Improve physical distribution
D) Cut costs
Answer: A

A brand’s “value proposition” is
A) Total benefits promised to customers
B) The brand’s pricing strategy
C) Advertising tagline
D) Distribution channel
Answer: A

The “brand portfolio” represents
A) The set of all brands a company offers
B) The main flagship brand
C) Individual product lines
D) The company’s distribution system
Answer: A

A “flanker brand” is launched to
A) Compete with premium brands
B) Protect the flagship brand
C) Replace a declining product
D) Reduce product cost
Answer: B

“Brand extension” means
A) Using an existing brand name for a new product category
B) Creating an entirely new brand
C) Merging with another company
D) Changing brand color scheme
Answer: A

A “line extension” differs from a brand extension because it
A) Targets new product categories
B) Offers variations in the same product category
C) Uses new brand names
D) Requires no promotion
Answer: B

“Sub-brands” help companies
A) Avoid legal conflicts
B) Link new offerings to a parent brand
C) Increase production costs
D) Reduce brand awareness
Answer: B

“Co-branding” refers to
A) Partnership of two brands to market a product jointly
B) Using different names in different markets
C) Brand cannibalization
D) Copying another brand’s identity
Answer: A

Ingredient branding occurs when
A) A component brand is promoted within a larger product
B) Companies share advertising budgets
C) The supplier hides its identity
D) A brand is used across multiple categories
Answer: A

A “brand revitalization” strategy focuses on
A) Rejuvenating declining brands
B) Dropping old brands
C) Merging with a new company
D) Creating sub-brands
Answer: A

“Brand repositioning” aims to
A) Redefine brand perception to new targets
B) Eliminate old products
C) Reduce marketing budget
D) Copy competitor strategies
Answer: A

Brand value can be measured in
A) Market share
B) Financial terms such as brand valuation
C) Sales revenue only
D) Number of employees
Answer: B

The emotional connection between brand and consumer represents
A) Brand association
B) Brand resonance
C) Brand identity
D) Brand audit
Answer: B

Which type of brand equity measurement uses actual consumer data?
A) Qualitative research
B) Direct measurement
C) Indirect measurement
D) Quantitative research
Answer: C

Brand knowledge is composed of
A) Awareness and associations
B) Loyalty and awareness
C) Price and awareness
D) Distribution and loyalty
Answer: A

A brand element that can be legally protected is
A) Product shape
B) Advertising jingle
C) Both A and B
D) None of the above
Answer: C

The main purpose of “brand tracking studies” is to
A) Monitor changes in consumer perception over time
B) Reduce advertising budget
C) Evaluate supply chain efficiency
D) Determine pricing levels
Answer: A

Brand communities form around
A) Shared interest and loyalty to a brand
B) Price discounts
C) Company employees
D) Media partnerships
Answer: A

The “brand value chain” model explains
A) How marketing activities create brand value
B) Financial returns on brand mergers
C) Product performance in market
D) Customer lifetime value
Answer: A

Customer-based brand equity emphasizes
A) Consumers’ response to brand marketing
B) Firm’s internal performance metrics
C) Stock market brand valuation
D) Global licensing
Answer: A

The first dimension of brand resonance is
A) Behavioral loyalty
B) Brand salience
C) Emotional attachment
D) Active engagement
Answer: B

Brand performance and imagery together form
A) Brand meaning
B) Brand identity
C) Brand response
D) Brand awareness
Answer: A

The “Brand Feelings” block in the CBBE pyramid represents
A) Emotional responses consumers have toward a brand
B) Rational judgments about quality
C) Brand loyalty programs
D) Functional benefits
Answer: A

A strong brand can act as
A) A risk reducer for consumers
B) A substitute for product quality
C) An obstacle to innovation
D) A cost driver
Answer: A

Brand “salience” refers to
A) How easily and often the brand is recalled
B) How much loyalty a brand enjoys
C) Brand image
D) Product availability
Answer: A

A “brand hierarchy” illustrates
A) Relationships among corporate, family, and product brands
B) Financial structure of the company
C) Market segmentation
D) Advertising mix
Answer: A

A brand that has achieved the highest level of resonance has
A) Deep, active loyalty relationships
B) Low brand awareness
C) Weak differentiation
D) Price sensitivity
Answer: A

The main objective of internal branding is to
A) Align employees with brand values and promise
B) Increase ad frequency
C) Boost distributor incentives
D) Lower costs
Answer: A

Strong brands provide firms with
A) Competitive insulation and long-term growth
B) Reduced customer satisfaction
C) High marketing expenses
D) Low loyalty
Answer: A

Which of the following best describes a brand mark?
A) Spoken part of a brand
B) Symbol or design part of a brand
C) Trademark registration number
D) Tagline or slogan
Answer: B

The brand name “Nike” and the Swoosh logo together represent the company’s
A) Brand equity
B) Brand identity
C) Brand loyalty
D) Brand resonance
Answer: B

When customers consistently buy one brand over time, it indicates
A) Brand awareness
B) Brand loyalty
C) Brand imagery
D) Brand personality
Answer: B

Which of the following is NOT an element of a good brand name?
A) Easy to pronounce
B) Suggestive of product benefits
C) Difficult to spell
D) Easy to remember
Answer: C

The statement “Connecting people” used by Nokia is an example of
A) Brand mantra
B) Brand mission
C) Brand vision
D) Advertising claim
Answer: A

A corporate brand represents
A) A specific product only
B) The company as a whole
C) A co-branding alliance
D) Retailer’s private label
Answer: B

The term brand recall refers to
A) Recognizing a brand on sight
B) Retrieving a brand from memory when given a category
C) Forgetting a brand over time
D) Comparing multiple brands
Answer: B

Brand recognition means
A) Remembering the brand without aid
B) Identifying the brand when shown
C) Associating emotions with the brand
D) Knowing the brand’s price
Answer: B

A strong brand provides marketers with
A) Higher marketing costs
B) Greater channel power
C) Lower pricing power
D) Reduced differentiation
Answer: B

The CBBE pyramid suggests that the top level—resonance—reflects
A) Brand awareness
B) Deep psychological bonding
C) Price advantage
D) Advertising effectiveness
Answer: B

A brand audit is usually conducted to
A) Evaluate brand performance and sources of equity
B) Reduce promotional budgets
C) Assess production costs
D) Plan logistics
Answer: A

Secondary brand associations can come from
A) Country of origin, endorsers, or channels
B) Product warranty only
C) Price promotions
D) Advertising alone
Answer: A

A brand known across the world with uniform positioning is called a
A) Local brand
B) Regional brand
C) Global brand
D) Distributor brand
Answer: C

The brand architecture of a firm specifies
A) How brands within the company relate to one another
B) The legal protection of trademarks
C) Advertising budgets
D) Product pricing strategy
Answer: A

Umbrella branding is also known as
A) Multi-brand strategy
B) Family branding
C) Ingredient branding
D) Individual branding
Answer: B

Private-label brands are owned by
A) National manufacturers
B) Retailers or distributors
C) Advertising agencies
D) Consumers
Answer: B

Which is a key advantage of co-branding?
A) Expands brand reach through partner equity
B) Reduces perceived quality
C) Eliminates advertising need
D) Avoids brand confusion
Answer: A

When a high-end fashion brand licenses its name for fragrances, it is using
A) Line extension
B) Brand extension
C) Sub-branding
D) Brand dilution
Answer: B

The risk of brand dilution arises when
A) Brand is extended into unrelated categories
B) Brand loyalty increases
C) Brand image is consistent
D) Brand advertising is strong
Answer: A

A flanker brand helps
A) Target neglected market segments
B) Replace the flagship brand
C) Increase price sensitivity
D) Cut marketing costs entirely
Answer: A

Brand repositioning is most appropriate when
A) Market dynamics or customer preferences change
B) Sales are increasing steadily
C) Competition is weak
D) The brand is newly launched
Answer: A

Internal branding is aimed at
A) Aligning employees with brand values
B) Influencing suppliers
C) Improving external packaging
D) Reducing advertising costs
Answer: A

Experiential branding focuses on
A) Rational product benefits
B) Creating emotional experiences
C) Supply-chain speed
D) Manufacturing design
Answer: B

Brand communities typically form
A) Around customer passion and interaction
B) Only through paid advertising
C) By corporate sponsorship alone
D) Within dealer networks
Answer: A

Brand parity means
A) Consumers view competing brands as similar
B) A brand has no substitutes
C) Brand has high differentiation
D) The company uses sub-brands
Answer: A

Brand personality helps
A) Humanize the brand to connect emotionally
B) Define distribution channels
C) Set production standards
D) Measure ROI
Answer: A

The five dimensions of brand personality according to Aaker include
A) Sincerity, Excitement, Competence, Sophistication, Ruggedness
B) Trust, Value, Price, Design, Innovation
C) Quality, Style, Loyalty, Fame, Price
D) Convenience, Cost, Culture, Creativity, Charisma
Answer: A

Which of the following is NOT a brand element?
A) Logo
B) Jingle
C) Product warranty
D) Package design
Answer: C

A brand element that can be verbally communicated is
A) Symbol
B) Name
C) Shape
D) Color
Answer: B

Differentiation in brand equity helps create
A) Unique market positioning
B) Price sensitivity
C) Channel conflict
D) Homogeneous perception
Answer: A

The interbrand valuation method measures
A) Financial value of the brand
B) Production efficiency
C) Marketing costs
D) Market segmentation accuracy
Answer: A

In the Brand Value Chain, marketing activity impacts
A) Customer mindset
B) Distribution cost
C) Manufacturing process
D) Raw material sourcing
Answer: A

Customer mindset metrics measure
A) Awareness, attitudes, attachment, activity
B) Cost, profit, ROI, growth
C) Price, quality, quantity, margin
D) Awareness, sales, profit, logistics
Answer: A

Brand equity contributes most directly to
A) Customer preference and loyalty
B) Lower product quality
C) Supply-chain control
D) Government regulation
Answer: A

A brand that customers demand regardless of alternatives has achieved
A) Brand resonance
B) Brand salience
C) Brand recall
D) Brand imagery
Answer: A

Emotional branding focuses primarily on
A) Creating affective bonds between brand and consumer
B) Pricing strategies
C) Product durability
D) Market segmentation
Answer: A

Brand storytelling is a tool to
A) Communicate brand values through narratives
B) Replace digital media
C) Lower promotion costs
D) Increase supply efficiency
Answer: A

Brand heritage refers to
A) Brand’s history and origin contributing to authenticity
B) Future strategy of innovation
C) Trademark renewal process
D) Retail display strategy
Answer: A

When consumers act as brand advocates, they
A) Promote the brand voluntarily
B) Work as paid agents
C) Are indifferent to the brand
D) Compare prices online
Answer: A

The brand laddering concept links
A) Product attributes to emotional benefits
B) Price to market share
C) Sales to cost
D) Competitors to positioning
Answer: A

Perceived quality is an important component of
A) Brand equity
B) Distribution intensity
C) Cost analysis
D) Sales promotion
Answer: A

Brand revitalization often includes
A) Updating logo, repositioning, and communication
B) Eliminating products
C) Reducing workforce
D) Merging brands
Answer: A

The key to successful global branding is
A) Balancing standardization and local adaptation
B) Using identical advertising globally
C) Ignoring cultural differences
D) Uniform pricing worldwide
Answer: A

The strongest brands deliver on
A) Both functional and emotional benefits
B) Only price advantages
C) Short-term promotions
D) Limited product range
Answer: A

Sub-branding is most helpful when
A) Introducing related but differentiated products
B) Launching a new corporate identity
C) Exiting a market
D) Cutting marketing costs
Answer: A

Brand extension failure usually occurs when
A) The new product category is inconsistent with the parent brand
B) The extension is well supported
C) The target audience overlaps
D) The name remains constant
Answer: A

House of brands strategy means
A) Each product has its own unique brand name
B) All products share the corporate brand
C) Using co-branding for all products
D) Licensing one brand to many firms
Answer: A

Branded house strategy means
A) Corporate brand is used across all products
B) Separate brands compete internally
C) Brands operate independently
D) Each product targets a niche
Answer: A

Brand audit frequency ideally should be
A) Every two or three years
B) Monthly
C) Weekly
D) Only once after launch
Answer: A

The ultimate measure of a strong brand is
A) Customer loyalty and advocacy
B) Advertising expenditure
C) Market share alone
D) Distribution coverage
Answer: A

Which of the following is the ultimate goal of brand building?
A) Customer satisfaction
B) Brand resonance
C) Brand awareness
D) Product differentiation
Answer: B

In Keller’s Brand Resonance Model, “brand salience” answers which question?
A) Who are you?
B) What are you?
C) What about you?
D) What about you and me?
Answer: A

The most basic level of brand relationship according to the CBBE pyramid is
A) Brand imagery
B) Brand salience
C) Brand judgments
D) Brand feelings
Answer: B

Which element of brand meaning focuses on product performance?
A) Brand imagery
B) Brand performance
C) Brand response
D) Brand resonance
Answer: B

Which of the following is an example of brand judgment?
A) Trustworthiness of a brand
B) Frequency of purchase
C) Product warranty terms
D) Distribution reach
Answer: A

Emotional responses to a brand are captured under
A) Brand feelings
B) Brand identity
C) Brand awareness
D) Brand performance
Answer: A

The highest level of the CBBE model is achieved when
A) Customers recognize the brand
B) Customers develop deep relationships
C) Brand has a new logo
D) Brand reduces price
Answer: B

Brand elements should be
A) Memorable, meaningful, and legally protectable
B) Expensive and complicated
C) Functional only
D) Global by default
Answer: A

Which brand element is often considered the most central to brand identity?
A) Name
B) Jingle
C) Shape
D) Color
Answer: A

A strong brand’s ability to reduce risk in consumer decision making demonstrates
A) Trust advantage
B) Price sensitivity
C) Value erosion
D) Channel dependence
Answer: A

The measure of brand equity from a consumer perspective is known as
A) Customer-based brand equity
B) Market share
C) Stock performance
D) Corporate reputation
Answer: A

Brand strategy that uses multiple unrelated names under one firm is called
A) House of brands
B) Branded house
C) Family branding
D) Co-branding
Answer: A

The corporate branding approach that places one name across all products is called
A) Family brand strategy
B) Multi-branding
C) Branded house
D) Ingredient branding
Answer: C

When a new product fails due to overuse of a strong parent brand, this is called
A) Brand dilution
B) Brand leverage
C) Brand expansion
D) Brand stretching
Answer: A

A brand audit primarily evaluates
A) Brand equity and positioning performance
B) Logistics network
C) Production efficiency
D) R&D spending
Answer: A

The first step in conducting a brand audit is
A) Brand inventory
B) Brand resonance
C) Customer research
D) Advertising analysis
Answer: A

Brand inventory includes
A) A list of all brand elements and marketing programs
B) Only customer perception
C) Distribution data
D) Cost structure
Answer: A

Brand exploratory involves
A) Studying consumer perceptions and associations
B) Listing company’s assets
C) Measuring production costs
D) Evaluating competitor logistics
Answer: A

Brand hierarchy arranges brands
A) From corporate level to individual product level
B) By market share
C) By advertising spend
D) Alphabetically
Answer: A

A master brand refers to
A) The core corporate brand endorsed across products
B) A small niche product
C) Distributor-owned brand
D) Temporary campaign brand
Answer: A

The practice of using the same brand name for all products is
A) Umbrella branding
B) Dual branding
C) Generic branding
D) Ingredient branding
Answer: A

When two brands appear on a product, it’s called
A) Co-branding
B) Dual pricing
C) Rebranding
D) Cannibalization
Answer: A

When a component brand adds credibility to a host product (e.g., Intel Inside), this is
A) Ingredient branding
B) Endorsement branding
C) Line extension
D) Value pricing
Answer: A

Which of the following measures behavioral brand loyalty?
A) Repeat purchase rate
B) Brand awareness score
C) Media recall
D) Distribution coverage
Answer: A

The brand value chain connects marketing investment to
A) Shareholder value creation
B) Production cost
C) Inventory management
D) Tax efficiency
Answer: A

Which stage in the Brand Value Chain focuses on customer mindset?
A) Marketing program investment
B) Customer mindset
C) Market performance
D) Shareholder value
Answer: B

A strong brand can command
A) Price premiums and lower marketing costs
B) Higher elasticity
C) Weak distribution
D) Reduced brand recall
Answer: A

The brand report card introduced by Keller evaluates
A) How well a brand is built and managed
B) Manufacturing productivity
C) Financial accounting practices
D) Logistics performance
Answer: A

Brand repositioning aims to
A) Change customer perception and target audience
B) Increase distribution coverage
C) Improve packaging only
D) Cut promotional costs
Answer: A

Brand revitalization strategies are needed when
A) The brand loses relevance
B) Sales are growing rapidly
C) Competition is absent
D) Customer loyalty is strong
Answer: A

A heritage brand draws strength from
A) Longevity, authenticity, and trust
B) Price discounts
C) Newness and novelty
D) Frequent rebranding
Answer: A

The brand promise represents
A) The value and benefits a brand commits to deliver
B) The advertising tagline
C) Distribution plan
D) Company vision statement
Answer: A

Brand architecture decisions depend primarily on
A) Business portfolio structure
B) Financial performance
C) Supplier network
D) Packaging design
Answer: A

A monolithic brand architecture uses
A) One master brand name across all offerings
B) Separate brand names
C) Endorsed sub-brands only
D) No corporate link
Answer: A

The risk of brand cannibalization occurs when
A) Two products under the same brand compete with each other
B) Competitors imitate brand strategy
C) Brand equity is too strong
D) Customers remain loyal
Answer: A

The brand pyramid model shows movement from
A) Awareness → Meaning → Response → Relationships
B) Response → Awareness → Loyalty → Equity
C) Equity → Resonance → Salience → Performance
D) Judgments → Feelings → Performance → Resonance
Answer: A

Brand loyalty provides a firm with
A) Stable sales and reduced vulnerability to competition
B) Higher elasticity
C) Low margins
D) Constant rebranding needs
Answer: A

When a brand represents both emotional and self-expressive benefits, it’s called
A) Holistic branding
B) Symbolic branding
C) Functional branding
D) Transactional branding
Answer: B

Brand resonance has four dimensions:
A) Behavioral loyalty, attitudinal attachment, sense of community, active engagement
B) Awareness, imagery, feelings, judgments
C) Positioning, promotion, price, place
D) Value, function, quality, heritage
Answer: A

Brand valuation involves estimating
A) The total financial worth of the brand
B) Cost of packaging
C) Advertising expenditure
D) Sales revenue
Answer: A

The financial market value of a brand is often reported as
A) Intangible asset
B) Fixed asset
C) Working capital
D) Depreciation
Answer: A

A company that uses brand ambassadors to strengthen associations applies
A) Secondary brand association strategy
B) Ingredient branding
C) Co-branding
D) Product bundling
Answer: A

The country-of-origin effect enhances brand equity when
A) The nation is perceived positively in that product category
B) The product is cheap
C) Distribution is local
D) Packaging is simple
Answer: A

In brand endorsement, the parent brand
A) Supports sub-brands with its reputation
B) Operates independently
C) Avoids association with others
D) Competes internally
Answer: A

When a brand is sold under different names in different countries, it follows
A) Local branding strategy
B) Global branding strategy
C) Family branding strategy
D) Co-branding strategy
Answer: A

Emotional attachment in brand resonance leads to
A) Long-term loyalty and advocacy
B) Price sensitivity
C) Decreased trust
D) Transactional relationship
Answer: A

Brand licensing allows
A) Another firm to use the brand name under defined terms
B) Joint advertising campaigns
C) Franchising of sales outlets
D) Stock exchange listing
Answer: A

The metric Net Promoter Score (NPS) measures
A) Likelihood of customer recommendation
B) Advertising efficiency
C) Brand recall rate
D) Channel distribution
Answer: A

When brand loyalty leads to customer willingness to pay more, it reflects
A) Price premium effect
B) Brand dilution
C) Cost advantage
D) Demand elasticity
Answer: A

The essence of a strong brand is
A) Consistent delivery of its promise and values
B) Constant discounting
C) Frequent redesign
D) Imitating competitors
Answer: A