Product and Brand Management Quiz -2

1. Word "brand" is frequently used as a

a. Customers b. marketing c. advertising d. metonym

2. Plan to make an emotional relationship among products, firms and

their clients and constituent are:
a. brand name b. brand culture c. brand image d. brand management
3. 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
4. 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
5. 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
b. line extension
6. Which of the following is the characteristic of personality of a brand?
a. Logo b. Packaging c. Color d. Durability
7. A strong brand refers to which one of the following?
a. Offers greater potential to charge a premium price
b. Helps to recover development and launch costs
c. Provides large base of loyal customers
d. All of the given options
8. Which of the following brand strategy which gives you the benefit of
premium pricing?
a. Umbrella brand strategy
b. Line brand strategy
c. Product brand strategy
d. Family brand strategy
9. “Intel inside” is a classic example of which one of the following?
a. Bundling
b. Ingredient co-branding
c. Joint venture
 d. Effective packaging
10. 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:
a. Line extensions
b. Product mix
c. Interactive marketing
d. Service intangibility
11. "A lot can happen over coffee", is tagline of:
a. Cafe Coffee Day
b. Starbucks
c. Barista
d. None of the above
12. The benefits or attributes consumer strongly associate with a brand,
positively assess and believe they would be unable to find to the same
extent with a competitive brand is known as
a) Points-of-parity
b) Points-of-difference
c) Points-of-equality
d) None of the above

13. CBBE is…..

a. Customer Based Brand Equity b. Concept Based Brand Equity

c. Competitor Based Brand Equity d. Company Based Brand Equity

14. ----------------------- is decoded identity in the customer’s mind.

a. Brand Identity b. Brand Portfolio c. Brand Extension d. Brand

Architecture

15. --------------------------- brands a new brand introduced into the market by a

company that already has an established brand in the same product category

a. Parent Brand d. Flanker Brand c. Umbrella Brand d. Co-brand

16. BMW created a sports car model called the BMW i8, while Louis Vuitton
designed an exclusive, four-piece set of suitcases and bags that fit perfectly into the
car's rear parcel shelf. This type of branding is known as………………………..

17. ………………………………………..is the structure of brands within an

organizational entity. It is the way in which the brands within a company's
portfolio are related to, and differentiated from, one another.

18. This is…………………………………………………..

19. Walt Disney do positioning on …………………………. bases

20. This is the example of ……………………….. extension

21. These brands play important role in …………………. Branding.

22. As per the relationship between brands and parent brands, when company markets
a range of separate brand names (Procter & Gamble) are known as …………………………….
23. When endorser brand is not connected visibly to the endorsed brand, but most
consumers or potential customers know about the link or can be informed about it prior
to purchase. Endorser brand is also known as ………………………. Endorser.
24. …………………………………….. a person, especially a celebrity, who is paid to endorse or
promote a particular company's products or services.
25. …………………………………………….the commercial value that derives from consumer
perception of the brand name of a particular product or service, rather than from the
product or service itself.
26. Product Mix of ………………………………………….

27. Words or letters, which are only sounds, carry meaning to communicate and
persuade. Like signs and symbols, brands are also imaginative signposts, signifying
sign-object relations and connecting specific signs to definite objects are known as
………………………

Take for instance the ‘golden arches’ of McDonald’s: Kids scream for a
Happy Meal at the very sight of them. For children, the arches become a
clear representation of food and fun, while for adults golden arches
symbolize many other things (such as fast food, quick consistent service,
and clean bathrooms) – all of which are instrumental brand identity
markers in impressing the image of American food in consumers’
consciousness.
28. Logo of ……………………………….

29 and 30. Logo of …………………………….. and country of origin……………………..