Branding MCQ Test (PDF)

**[Branding]** **[MCQ Test]** 1. Which definition below best explains a brand: a. A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of com...

**[Branding]** **[MCQ Test]** 1. Which definition below best explains a brand: a. A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. b. A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of customers. c. A name intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of customers. d. A name intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. 2. Brands can play a variety of roles for customers. Which of the following is NOT an accepted role for a customer? e. Helps identify source/product maker f. Helps take mental shortcuts g. Reduces risk in purchasing h. Source of competitive advantage 3. Aaker (1997), cited by Richardson (2020) developed a brand personality framework. Which of the following choices correctly identifies the personality dimensions in this framework: i. Sincerity, excitement, competence, sophistication, rationality j. Sincerity, excitement, competence, sophistication, ruggedness k. Sophistication, excitement, capability, standardisation, ruggedness l. Competence, elegance, excitement, rationality, sincerity 4. "House of Brands" is best described as: m. Whereby the corporate brand appears prominently in all of the products and services n. Whereby the emphasis is on the parent brand but sometimes on the sub brand o. Whereby the holding company does not appear as a brand in any of the sub brands p. Whereby the house name of the brand appears prominently in all the products and services 5. Aaker (1991) cited by Richardson (2020) suggests that brand equity is...... q. When brand associations are complemented by brand awareness, perceived quality and loyalty r. When brand loyalty is created by brand loyalty and perceived quality s. When perceived quality creates value and ultimately equity in a brand t. When brand awareness ultimately shapes brand loyalty 6. Keller (2012) suggest a number of factors that create brand identity. Which of the following describes these factors? u. Design, name, logo, packaging, colour v. Design, logo, shape, packaging, colour w. Packaging, logo, colour, shape, name x. Logo, design, shape, packaging, position 7. Kapferer (2008) cited by Richardson (2020) offers a positioning framework based on four questions. Which of the following is NOT one of the four questions? y. A brand for what? z. A brand for whom? a. A brand for when? b. A brand for which customer? 8. A corporate brand is best described by which of the following statements? c. A brand that uses multiple sub brands on products and services d. A single brand that covers all products and services e. A brand that combines the corporate brand on some products and services but uses sub brands on others f. Refers **to the practice of promoting the brand name of a corporate entity**, as opposed to specific products or services 9. Brands can play multiple roles for the manufacturer. Which of the following is generally NOT an accepted role in this context? g. Means of legal protection h. Competitive advantage i. Means of producing products with unique associations j. Means of taking a mental shortcut to purchase 10. Which statement best describes 'brand recognition'? k. Consumers ability to recognise a brand that they have already been exposed to l. Manufacturers ability to recognise the components of a brand a consumer requires m. Consumers ability to recognise products and services n. Manufacturers ability to recognise the need for a new brand in the market place