Building Strong Brands : Marketing Management - Quiz

1. Question: According to Aaker, the five brand-personality dimensions are

Awareness, Loyalty, Equity, Design, Reach

Sincerity, Excitement, Competence, Sophistication, Ruggedness

Intelligence, Integrity, Innovation, Impact, Independence

Price, Place, Promotion, Product, People

2. Question: Aaker’s definition of brand equity describes it as

A set of assets linked to a brand’s name and symbol that add value

A legal code of conduct

The company’s physical property

Sales volume over time

3. Question: Brand hierarchy defines

Customer relationship levels

Organizational reporting structures

The relationship among corporate, family, and product-level brands

Distribution channels

4. Question: The foundation of strong brands lies in

Consistent identity and clear positioning

Over advertising

Price flexibility

Multiple names across regions

5. Question: Keller’s Customer-Based Brand Equity (CBBE) model begins with

Brand resonance

Brand judgments

Brand identity

Brand relationships

6. Question: Which statement best defines brand differentiation?

Making the brand unique and valued compared to competitors

Reducing brand variety

Creating a low-cost structure

Copying leading brands

7. Question: What best defines a brand?

A social-media account

A legal patent protecting a logo

A name, term, sign, or symbol identifying a seller’s products

A financial asset of a firm

8. Question: Effective brand elements should be

Generic and flexible

Difficult to translate internationally

Complex, abstract, and expensive

Memorable, meaningful, transferable, and protectable

9. Question: Brand tracking focuses on

Checking logistics routes

Monitoring awareness, preference, and loyalty over time

Estimating supply cost

Measuring ad spend

10. Question: Brand dilution happens when

Customer loyalty increases

The company invests in innovation

Too many extensions weaken the brand’s meaning

The firm consolidates products

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