Branding MCQ Test

Branding MCQ Test

• Question 1: A brand is a name, term, sign, symbol, or design (or a combination) that identifies the goods or services of one seller or group of sellers, differentiating them from competitors.

• Question 2: A brand helps customers identify the source/product maker, allows for mental shortcuts, reduces purchasing risk and is a source of competitive advantage.

• Question 3: Aaker's brand personality framework includes sincerity, excitement, competence, sophistication, and ruggedness.

• Question 4: A "House of Brands" is a strategy where the parent brand is prominent (or sometimes the sub brands) but the holding company is not always apparent.

• Question 5: Brand equity is created when brand associations are complimented by awareness, perceived quality and loyalty.

• Question 6: Brand identity is built by factors like name, design, logo, packaging, and colour.

• Question 7: A positioning framework considers 'a brand for what?', 'a brand for whom?', and 'a brand for when'. 'A brand for which customer?' is NOT part of the framework.

• Question 8: A corporate brand is a single brand for all products/services or a brand that sometimes uses sub brands alongside the corporate brand.

• Question 9: Brand roles for manufacturers include legal protection, competitive advantage, and providing unique product associations. Creating mental shortcuts for purchasing is NOT a standard role.

• Question 10: Brand recognition is a consumer's ability to identify a brand they have encountered previously.