Thẻ ghi nhớ: BRA301 | Quizlet

Other geographic associations besides country of origin are possible such as:

(check all that apply)

A. States.

B. Regions.

C. Cities.

D. People.

A. States.

B. Regions.

C. Cities.

Which of the following is an example of a co-branding strategy?

A. Nike partnering with Apple for the development of fitness-tracking devices

B. Coca-Cola introducing a new flavor variant of its soft drink

C. Amazon launching a new line of electronic devices under its own brand

D. Toyota expanding its product line to include luxury vehicles

A. Nike partnering with Apple for the development of fitness-tracking devices

...can influence brand equity through the actions and support of intermediaries such as retailers, as well as the transfer of any associations these intermediaries might have with the brand.

A. Omnichannels

B. Online channels

C. Indirect channels

D. Direct channels

C. Indirect channels

What is co-branding in secondary brand association?

A. The combination of two or more existing brands into a joint product or joint marketing effort.

B. The practice of extending a brand into several new products.

C. The licensing of a brand to various vendors.

D. The alliance of multiple brands in the credit card market.

A. The combination of two or more existing brands into a joint product or joint marketing effort.

What is the concept of brand architecture?

A. The visual representation of a brand's identity

B. The legal framework protecting a brand's trademarks

C. The organization and structure of a brand's product portfolio.

D. The financial value of a brand

C. The organization and structure of a brand's product portfolio.

What is the primary goal of brand migration?

A. To target new customer segments

B. To reduce the price of a brand's products

C. To increase the advertising budget for a brand

D. To extend an existing brand into new product categories markets, or customer segments

D. To extend an existing brand into new product categories markets, or customer segments

Any paid type of non-personal promotion and presentation of goods, services or ideas by an identified sponsor is

A. Sales promotion

B. Direct marketing

C. Events and experiences

D. Advertising

D. Advertising

Numerous forms of short-term incentives to promote trial or buying of a service of product is ...

A. Sales promotion

B. Direct marketing

C. Events and experiences

D. Advertising

A. Sales promotion

Company-sponsored programs and activities planned to create special brand related interactions are ...

A. Sales promotion

B. Direct marketing

C. Events and experiences

D. Advertising

C. Events and experiences

From the view of creating brand equity, marketers need to be

...

A. Media sensitive

B. Media neutral

C. Media biased

D. None of the above

B. Media neutral

Comparative methods include:

A. Brand-Based Comparative Approaches

B. Marketing-Based Comparative Approaches

C. Conjoint Analysis

D. All are true

D. All are true

Which advantage influences the formation and strength of the associations that make up the brand image?

A. Choice Advantages

B. Attention Advantages

C. Learning Advantages

D. Consideration Advantages

C. Learning Advantages

What is the role of brand extensions in brand management?

A. To protect the brand's intellectual property

B. To generate additional revenue for the brand

C. To diversify the brand's product portfolio

D. To increase brand loyalty among existing customers

C. To diversify the brand's product portfolio

Six steps for an effective form of marketing communications

A. Exposure - Attention - Comprehension - Yielding - Intentions - Behavior

B. Exporsure - Attention - Comprehension -Intentions - Yielding - Behavior

C. Information - Attention - Comprehension - Intentions - Yielding - Behavior

D. Attention - Comprehension - Intentions - Behavior - Exposure - Yielding

A. Exposure - Attention - Comprehension - Yielding - Intentions - Behavior

According to the "sound symbolism" theory, which type of brand name is likely to evoke a sense of speed and agility?

A. Descriptive brand name

B. Arbitrary brand name

C. Suggestive brand name

D. Acronym brand name

C. Suggestive brand name

Generally, a brand is identified as an ...

A. Tangible asset

B. Liquid

C. Intangible asset

D. Short-term asset

C. Intangible asset

Which of the following statements about the creation of new brand associations is true?

A. Secondary brand associations have the most impact on evaluations of a new product when consumers are highly motivated and knowledgeable about product-related concerns.

B. Consumers are more likely to rely on secondary considerations when they have strong preferences for a particular brand.

C. Linking a brand to another entity has no effect on existing brand associations.

D. Cognitive consistency suggests that consumers may infer that associations, judgments, or feelings about the linked entity also apply to the brand.

D. Cognitive consistency suggests that consumers may infer that associations, judgments, or feelings about the linked entity also apply to the brand.

Customer Mind-set is the stage in "The brand value chain model"

A. First

B. Second

C. Third

D. Fourth

B. Second

Many practicing managers refer to a brand as

A. Something that has created a certain amount of reputation

B. Something that has created a certain amount of awareness

C. Both A and B

D. Something that has created a certain amount of awareness, reputation, prominence

D. Something that has created a certain amount of awareness, reputation, prominence

What is the primary challenge of implementing a sub-brand architecture?

A. Maintaining consistency across different product brands

B. Establishing a strong corporate brand identity

C. Balancing the autonomy of individual brands with the corporate brand's influence

D. Creating brand extensions for each product brand

C. Balancing the autonomy of individual brands with the corporate brand's influence

A famous person can:

(check all that's not true)

A. Draw attention to a brand

B. Shape brand perceptions, by virtue of consumers' perceptions of the famous person

C. Increase the product performance

C. Increase the product performance

The more __________ the market, the more likely that the firm will be able to implement marketing programs that meet the needs of consumers in any one segment.

A. finely segmented

B. diversity segmented

C. widely segmented

D. none of them

A. finely segmented

How many lines are there in naming procedures?

A. 5

B. 6

C. 7

D. 8

B. 6

Which of the following is NOT mentioned as a means to leverage secondary brand associations?

A. Companies (through branding strategies)

B. Countries or other geographic areas (through identification of product origin)

C. Channels of distribution (through channel strategy)

D. Packaging design (through visual appeal)

D. Packaging design (through visual appeal)

What is licensing in the context of brand marketing?

A. Modifying existing logos and characters for marketing purposes.

B. Creating contractual arrangements to share production costs with other brands.

C. Renting another brand to contribute to the brand equity of a product.

D. Selling the rights to use a brand name for a fixed fee.

C. Renting another brand to contribute to the brand equity of a product.

are short phrases that communicate descriptive or persuasive information about the brand. They often appear in advertising but can play an important role in packaging and in other aspects of the marketing program.

A. Brand names

B. Slogans

C. Characters

D. Ad taglines

B. Slogans

Retailers have their own brand images in consumers' minds due to the following associations:

A. Product assortment

B. Pricing and credit policy

C. Quality of service

D. All are true

D. All are true

Which advantages create a high level of brand awareness?

A. Choice Advantages

B. Attention Advantages

C. Learning Advantages

D. Consideration Advantages

A. Choice Advantages

How many types of attributes and benefits often underlie brand performance?

A. 3

B. 6

C. 5

D. 4

C. 5

Having compelling proof points and RTBs are often critical to the deliverability aspect of a

A. Points - of - Parity

B. Points - of - Similarity

C. Points - of - Unique

D. Points - of - Difference

D. Points - of - Difference

Brand tracking studies, as well as brand audits, can provide a huge reservoir of information about how best to build and ________ brand equity

A. Check

B. Measure

C. Develop

D. Grow

B. Measure

... analysis aims to find the optimum positioning between low-price, low-quality and high-price, high-quality

A. Market

B. Brand

C. Conjoint

D. Price

C. Conjoint

What kind of product risk does the product result in embarrassing others?

A. Psychological risk

B. Social risk

C. Physical risk

D. Functional risk

B. Social risk

How many major categories have researchers classified products and their associated attributes or benefits

into?

A. 2

B. 5

C. 3

D. 4

C. 3

Brand personality is human or traits that consumers can attribute to a brand.

A. Characteristic

B. Signatures

C. Emotions

A. Characteristic

Outdoorsy and tough are the facets of ....

A. Sincerity

B. Excitement

C. Competence

D. Ruggedness

D. Ruggedness

The most dramatic of the environments that affect marketing and appears to be now shaping our world is the __________ environment.

A. Natural

B. New media

C. Economic

D. Demographic

B. New media

What is the main goal of brand portfolio management?

A. Maximizing brand equity for individual brands

B. Minimizing marketing costs

C. Maintaining brand consistency

D. Reducing brand extensions

A. Maximizing brand equity for individual brands

Brand elements, sometimes called as ?

A. Brand equity

B. Brand identities

C. Brand characters

D. Brand signage

B. Brand identities

... promotes a product not only by communicating a product's features and benefits but also by connecting it with unique and interesting customers experiences

A. Personalizing marketing

B. Experiental marketing

C. Relationship marketing

D. Mass customization

B. Experiental marketing

Brand-based Comparative Approaches are applicable when the marketing activity under consideration represents ________ from past marketing of the brand.

A. A continuation

B. A change

C. A progression

B. A change

What is the purpose of a "brand positioning statement" for a new product?

A. To establish brand loyalty among existing customers

B. To communicate the unique value proposition and target market of the new product

C. To differentiate the new product from competitors

D. To guide the selection of a suitable brand name for the new product

B. To communicate the unique value proposition and target market of the new product

What is brand equity?

A. The financial value of a brand

B. The market share of a brand

C. The perception and value consumers associate with a brand

D. The advertising budget allocated to a brand

C. The perception and value consumers associate with a brand

Ideal brand positioning aims to achieve the _________ between:

-What customers currently believe about the brand.

-What customers will value in the brand.

-What the firm is currently saying about the brand.

-Where the firm would like to take the brand.

A. Congruence

B. Relation

C. Contrast

D. Connection

A. Congruence

What is the purpose of a global brand ambassador?

A. To promote the brand in a specific geographic market

B. To oversee brand localization efforts

C. To establish legal protection for the brand's trademarks

D. To represent the brand across different geographic markets

D. To represent the brand across different geographic markets

describes how to guide integrated marketing to maximize competitive advantages

A. The brand value chain

B. The brand resonance model

C. The brand positioning model

D. The brand image

C. The brand positioning model

What is the primary goal of global brand positioning?

A. To establish a consistent brand image across all geographic markets

B. To customize the brand offering for each local market

C. To maximize profits by targeting high-value market segments

D. To protect the brand's intellectual property rights globally

A. To establish a consistent brand image across all geographic markets

What is the concept of consumer ethnocentrism?

A. The practice of adapting a brand's marketing strategy to suit local preferences

B. The extent to which consumers prefer local brands over global brands

C. The measurement of brand equity in different market segments

D. The strategic use of a brand's equity to support market expansion

B. The extent to which consumers prefer local brands over global brands

The brand equity management system consists of:

A. Brand Charter or Bible

B. Brand Equity Report

C. Brand Equity Responsibilities

D. All are true

D. All are true

Brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage are example of ...

A. Brand elements

B. Brand image

C. Brand performance

D. Brand awareness

A. Brand elements

One disadvantage of Marketing-Based Comparative Approaches is it's difficult to discern whether consumer responses to changes in the marketing stimuli are being caused by __________ knowledge or by more generic product knowledge.

A. Market

B. Category

C. Brand

C. Brand

________ can be defined as the way by which organizations attempt to inform, convince and remind customers indirectly or directly about the brands and products they offer.

A. Marketing communications

B. Marketing plans

C. Marketing strategies

D. None of the above

A. Marketing communications

We can break down the dimensions of brand resonance into:

A. Brand loyalty, Attitudinal attachment, Sense of community, Active engagement.

B. Brandloyalty, Attitudinal attachment, Sense of community.

C. Behavioral loyalty, Attitudinal attachment, Active engagement.

D. Behavioral loyalty, Attitudinal attachment, Sense of community, Active engagement.

D. Behavioral loyalty, Attitudinal attachment, Sense of community, Active engagement.

Why should a brand name ideally have a clear, understandable and unambiguous pronunciation and meaning?

A. Reduces the effort consumers have to make to comprehend and process the brand name.

B. Short names often facilitate recall because they are easy to encode and store in memory.

C. Encourage word-of-mouth exposure that helps build strong memory links

D. All of the above

D. All of the above

What is the main risk associated with brand extensions?

A. Dilution of the parent brand's image

B. Inconsistency in brand messaging

C. Increased competition among sub-brands

D. Limited market reach for the new product

A. Dilution of the parent brand's image

What is the concept of brand equity leverage?

A. The process of increasing brand awareness through social media marketing

B. The ability of a brand to command a premium price compared to its competitors

C. The strategic use of a brand's equity to support the introduction of new products

D. The legal protection of a brand's intellectual property

C. The strategic use of a brand's equity to support the introduction of new products

On Open Day, high school students who visit FPT University campuses are engaged in different activities that the University organize for them: Career talkshows, Demo-class, Exhibitions of Students'works and

On-campus life experience. Which concept of personalizing marketing has FPT University applied?

A. Personalizing marketing

B. Experiental marketing

C. Relationship marketing

D. Mass customization

B. Experiental marketing

Brand alliances, such as co-branding, require marketers to ask themselves questions such as:

(Check all that apply)

A. What capabilities do we not have?

B. What resource constraints do we face (people, time, money)?

C. What growth goals or revenue needs do we have?

D. None of the above questions

A. What capabilities do we not have?

B. What resource constraints do we face (people, time, money)?

C. What growth goals or revenue needs do we have?

Which of the following is NOT a potential benefit of implementing a strong brand architecture?

A. Improved brand loyalty

B. Enhanced brand image and reputation

C. Reduced marketing costs

D. Increased brand differentiation

C. Reduced marketing costs

Estée Lauder cosmetics, Porsche automobiles, and Orville Redenbacher popcorn are examples of?

A. The brand names based on places

B. The brand names use words with inherent product meaning

C. The brand names based on people's names

D. None of them

C. The brand names based on people's names

Which is a means to trace the value creation process for brands, to better understand the financial impact of brand marketing expenditures and investments?

A. The brand mantra model

B. The brand value chain model

C. The brand resonance model

D. The brand positioning model

B. The brand value chain model

Which is the revenue-generating element of the traditional marketing mix?

A. Product

B. Place

C. Promotion

D. Pricing

D. Pricing

_____describes how to create intense loyalty and strong customer relationships with customers.

A. The brand positioning model

B. The brand resonance model

C. The brand segmentation

D. The brand value chain

B. The brand resonance model

What is the role of cultural symbols in brand management across geographic boundaries?

A. To establish legal protection for the brand's trademarks

B. To measure the financial performance of a brand

C. To communicate brand meaning and create resonance with consumers

D. To customize the brand offering for each local market

C. To communicate brand meaning and create resonance with consumers

What does CBBE (in the "Strategic Brand Management" book) stand for?

A. Customer-Based Brand Element

B. Consumer-Based Brand Element

C. Consumer-Based Brand Equity

D. Customer-Based Brand Equity

D. Customer-Based Brand Equity

Several programs planned to protect or promote a company's image, or its products is known as.....

A. Sales promotion

B. Direct marketing

C. Events and experiences

D. Public relations and publicity

D. Public relations and publicity

Which of the following statements is NOT true regarding leveraging a corporate brand?

A. A corporate brand can evoke associations of common product attributes, benefits, or attitudes.

B. Leveraging a corporate brand is always useful for large companies.

C. Large companies sometimes introduce new brands to convey a "smaller" image.

D. Leveraging a corporate brand can provide insights into emerging corporate priorities.

B. Leveraging a corporate brand is always useful for large companies.

What is the purpose of market research in managing brands across market segments?

A. To measure the financial performance of a brand

B. To identify potential brand extensions opportunities

C. To assess changes in brand awareness over time

D. To gather insights about consumer behavior and preferences

D. To gather insights about consumer behavior and preferences

What is the role of brand alliances in managing brands across market segments?

A. To target specific market segments with customized offerings

B. To establish legal protection for the brand's intellectual property globally

C. To leverage the brand equity of partner brands for mutual benefit

D. To measure changes in brand awareness over time

C. To leverage the brand equity of partner brands for mutual benefit

Brand______is a means to provide in-depth information and insights essential for setting long-term strategic direction for the brand

A. Recalling

B. Edit

C. Audit

D. Designing

C. Audit

What are the two key concepts in defining brand architecture?

A. Brand positioning and customer segmentation

B. Brand management and brand performance

C. Brand equity and brand management

D. Brand portfolio and brand hierarchy

D. Brand portfolio and brand hierarchy

What is brand loyalty?

A. The financial value of a brand

B. The market share of a brand

C. The extent to which customers consistently choose a brand

D. The visual representation of a brand's identity

C. The extent to which customers consistently choose a brand

URLs (uniform resource locators) specify locations of pages on the Web and are also commonly referred to as:

A. web server

B. top level domain

C. domain name

D. none of them

C. domain name

Vietnam Airlines, Bamboo Airlines and Vietjet Air vary their prices for distinct market groups and value perceptions. Which value-pricing strategy is applied in this sector?

A. Product Costs

B. Communication Value

C. Product Prices

D. Price Segmentation

D. Price Segmentation

What is the term used to describe the introduction of a new product or service under an existing brand name?

A. Co-branding

B. Brand extension

C. Brand revitalization

D. Brand migration

B. Brand extension

Which of the following is NOT a potential benefit of a successful brand extension?

A. Reduced marketing costs

B. Enhanced brand image

C. Increased customer loyalty

D. Decrease brand equity

D. Decrease brand equity

In recent years, the Michelin Guide's recognition of restaurants in Vietnam has created a significant buzz and excitement among food enthusiasts. The restaurants that receive the prestigious Michelin star designation gain recognition for their exceptional culinary experiences. Firstly, their leave a lasting impression on diners through innovative and delectable dishes that ....................es a global reputation for fine dining. These restaurants also demonst

A. Memorable - Meaningful - Likable - Transferable - Adaptable - Protectable

B. Fame - Endorsement - Likeable - Protectable - Flexibility - Credibility

C. Fame - Likeable - Protectable - Flexibility - Credibility

D.Memorable - Likable - Transferable - Adaptable - Protectable-Endorsement

A. Memorable - Meaningful - Likable - Transferable - Adaptable - Protectable

In a branded house brand architecture, what is the relationship between the corporate and product brands?

A. They are completely independent of each other

B. The corporate brand is more prominent than the product brands

C. They product brands are more prominent than the corporate brand

D. The corporate and product brands have equal prominence

B. The corporate brand is more prominent than the product brands

What is the risk associated with a branded house brand architecture?

A. Lack of brand differentiation

B. Confusion among customers

C. Higher marketing costs

D. Limited brand extension opportunities

B. Confusion among customers

How does brand architecture impact consumer perception?

A. It influences their perception of brand quality and value

B. It determines their brand loyalty and purchase behavior

C. It affects their emotional connection with the brand

D. It shapes their awareness and recognition of the brand

A. It influences their perception of brand quality and value

Marketing-Based Comparative Approaches examine consumer response based on changes in the ...... program

A. Communications

B. Marketing

C. Sales

Marketing

Nike used "Prepare for Battle" and "Quick Can't Be Caught" (basketball); "Write the Future" (World Cup); "My Better Is Better" (multisport); and "Here | Am" (women) as:

A. Slogans

B. Taglines

C. Brand mantras

D. Campaign name

D. Campaign name

Conjoint Analysis is....... multivariate technique that enables marketers to profile the consumer decision process with respect to products and brands.

A. Survey-based

B. Research-based

C. Analysis-based

A. Survey-based

Brand characters can be so attention-getting and well-liked that they dominate other brand elements and actually dampen brand awareness.

A. True

B. False

A. True

Daring, spirited, imaginative, and up-to-date are the facets of......

A. Sincerity

B. Excitement

C. Competence

D. Ruggedness

B. Excitement

Brand attitudes are consumers' overall evaluations of a brand and often form the basis for brand choice. Brand attitudes generally depend on specific attributes of the brand.

A. True

B. False

A. True

Once a sufficient level of brand awareness is created, marketers can put more emphasis on___________?

A. Brand image

B. Brand recognition

C. Brand recall

D. Brand benefits

A. Brand image

Quantitative Research Techniques, brand image, are useful for marketers to make a distinction between :

- Lower-level considerations ( performance and imagery )

- Higher-level considerations ( ....... )

A. Judgments and feelings

B. Customer relationships

C. Brand resonance

A. Judgments and feelings

____ are the personal value and meaning that consumers attach to the product or service attributes.

A. Brand attributes

B. Brand benefits

C. Brand images

D. Brand mantras

B. Brand benefits

Which concept describes how well the product or service meets customers' more functional needs?

A. Brand salience

B. Brand imagery

C. Brand performance

D. Brand judgments

C. Brand performance

The sixth outcome of Market performance is:

A. Brand expansion

B. Cost structure

C. Brand profitability

D. Market share

C. Brand profitability

Projective techniques present consumers with ambiguous stimuli and ask them to ____ it.

A. Draw

B. Make sense of

C. Describe

B. Make sense of

A brand audit consists of ___ steps :

A. 2

B. 3

C. 4

D. 5

A. 2

The purpose of the brand inventory is to provide a current, comprehensive ___ of how all products and services are marketed and branded.

A. Profile

B. Portfolio

C. Story

D. Landscape

A. Profile

Other geographic associations besides country of origin are possible such as :

A. States

B. Regions

C. Cities

D. People

A. States

B. Regions

C. Cities

What factors that marketers need to consider to create the differential response that leads to customer-based brand equity?

A. The strength, weakness, and uniqueness of brand associations.

B. The strength, favorability, and uniqueness of brand associations.

C. The strength and weakness of brand associations.

D. The strength and uniqueness of brand associations.

B. The strength, favorability, and uniqueness of brand associations.

What is the rationale behind using celebrity endorsers in marketing strategies?

A. To generate revenue through celebrity merchandise.

B. To target specific international markets.

C. To lower production costs by utilizing famous personalities.

D. To increase product awareness and image.

D. To increase product awareness and image.

What is the concept of "fit" in the context of brand extensions?

A. The degree of similarity between the existing brand and the new product

B. The extent to which the brand extension targets a new customer segment

C. The level of innovation associated with the brand extension

D. The compatibility between the brand's visual identity and the new product

A. The degree of similarity between the existing brand and the new product

"The differential effect that brand knowledge has on customer response to the marketing of that brand" is the definition of?

A. Customer-Based Brand Equity

B. Consumer-Based Brand Element

C. Consumer-Based Brand Equity

D. Customer-Based Brand Element

A. Customer-Based Brand Equity

The basic premise of the CBBE concept is that the power of a brand lies in_

A. tangible value of that brand

B. what resides in the minds and hearts of customers

C. both A and B

D. none of them

B. what resides in the minds and hearts of customers