Brand Management: Creating a Strong Brand
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Questions and Answers

What is the primary role of a Brand Manager in the brand creation process?

  • Coordinating with internal and external partners (correct)
  • Overseeing the Legal Department
  • Conducting market research
  • Developing the logo

    • Which of the following agencies is responsible for creating brand names such as Vivendi and Velib?

  • Bessis
  • Demoniak
  • Nomen (correct)
  • Ipsos

    • What is the primary purpose of setting a product range strategy?

  • To define the product offerings (correct)
  • To conduct market research
  • To create a new logo
  • To develop a new brand name

    • Which of the following organizations is responsible for industrial property in France?

    <p>INPI</p> Signup and view all the answers

    What is the primary benefit of creating a new brand?

    <p>To propose a new offering</p> Signup and view all the answers

    How many key steps are involved in the brand creation process?

    <p>7</p> Signup and view all the answers

    What is the primary objective of market intelligence, benchmarking, and prospective studies?

    <p>To identify key consumer insights</p> Signup and view all the answers

    What is the primary goal of the diagnosis phase in concept development?

    <p>To identify and agree on key strategic segments or directions</p> Signup and view all the answers

    What is the primary purpose of idea generation in concept development?

    <p>To generate new ideas for a product or service</p> Signup and view all the answers

    What is the primary objective of concept testing in concept development?

    <p>To test the concept qualitatively and quantitatively</p> Signup and view all the answers

    What do consumer insights represent according to the text?

    <p>The unmet needs, wants, or desires of consumers</p> Signup and view all the answers

    Why is understanding consumers through qualitative/quantitative research important?

    <p>To develop clear insights and strong concepts</p> Signup and view all the answers

    What is the primary focus of the evocation themes in the preparatory phase of name decision?

    <p>Associated emotions and brand promise</p> Signup and view all the answers

    What type of name is obtained from a company name or other existing name?

    <p>Declined word</p> Signup and view all the answers

    What is the purpose of specifying guidelines on brand architecture system in the preparatory phase?

    <p>To ensure brand consistency</p> Signup and view all the answers

    What is the main consideration when deciding on a brand name?

    <p>The associations and evocations it should have</p> Signup and view all the answers

    What is the purpose of adding some evocation themes in the preparatory phase?

    <p>To associate the brand with certain emotions and values</p> Signup and view all the answers

    What is a significant aspect of the legal risk associated with brand name creation?

    <p>Distinctiveness and availability of the brand</p> Signup and view all the answers

    In which country does registering a trademark take 5 months of lead time?

    <p>France</p> Signup and view all the answers

    What is an example of a functional risk associated with brand name creation?

    <p>Générale des Eaux</p> Signup and view all the answers

    What is the first step in developing a logo for brand creation?

    <p>Search and benchmarking</p> Signup and view all the answers

    What is the reason for the Chambourcy yogurt brand cancellation in China?

    <p>The brand was not acceptable in the Chinese market</p> Signup and view all the answers

    What is the name of the brand that was changed to Dexia due to old connotations?

    <p>Crédit Communal</p> Signup and view all the answers

    Where are branding decisions typically taken?

    <p>Strategic Marketing Department</p> Signup and view all the answers

    What is the primary purpose of packaging?

    <p>All of the above</p> Signup and view all the answers

    Who is responsible for adapting and translating information for local markets?

    <p>Operational Marketing Department</p> Signup and view all the answers

    What is a product line?

    <p>A group of closely related products due to function, similar target customers, distribution outlets, or pricing</p> Signup and view all the answers

    What is the primary purpose of setting a product range strategy?

    <p>To define the product category and brand/company scope</p> Signup and view all the answers

    What is the primary role of the Strategic Marketing Department?

    <p>To develop guidelines for product development and marketing</p> Signup and view all the answers

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