Мой тест по BM (1) PDF

1\. According to this researcher in the field of brand management, a brand is something that can be partially passed on to the advertising Manager, since basically brand management is reduced to managing the image. Keller K.L. Meyer M.N. Aaker D. Kapferer Zh. - N. 2\. In Martin Meyer\'s approac...

1\. According to this researcher in the field of brand management, a brand is something that can be partially passed on to the advertising Manager, since basically brand management is reduced to managing the image. Keller K.L. Meyer M.N. Aaker D. Kapferer Zh. - N. 2\. In Martin Meyer\'s approach, a brand for a manufacturer is: guarantee of product quality status guarantee a patented visual, emotional, rational, and cultural image that is associated with the company what consumers say about you 3\. What objects can be registered as a trademark in the Russian Federation? verbal designations character names images products sounds volume compositions 4\. Select the appropriate term for the following expression: each\.... is registered in relation to certain goods and services distributed by classes: firm name brand logo trademark 5\. Which of these stages of branding evolution occurred in the 1980 - 90s? managing brand equity managing brand image managing brand identity managing the promotion of branded products 6\. At the stage of branding evolution «Brand equity management» objects of brand management have become the elements of brand equity, namely: brand identity the value of a brand as an independent asset brand image a set of consumer perceptions and associations about the brand degree of customer commitment to the brand brand differentiation 7\. The methodology of Interbrand rating agency is based on the calculation: the future value of revenue generated from the sale of branded products the net present value of future profits from the branded products the net present value of future revenue from the branded products net future value of brand profit for the period t 8\. The following indicators are used in calculating the added profit of intangible assets for the period t (in the Interbrand Agency\'s methodology): discount rate operating profit, net of taxes brand multiplier risk-free rate of return capital employed operating profit before taxes 9\. The Brand Finance method uses the following indicators to calculate the discount rate: brandbeta ratio operating profit, net of taxes the level of brand strength (in points) average market rate of return risk-free rate of return operating profit before taxes 10\. This type of metaphor combines two statements, one of which is used literally, and the other-in a figurative sense. synecdoches mixed metaphors figurative metaphors \"dead\" metaphors 11\. The methods listed below are quantitative methods for searching for a metaphor: hall test content analysis focus group projective technologies deep interview questionnairesurvey 1\. Select the indicators listed below that are used in the Brand Finance methodology to determine the brand rating: leadership internationality price markup advertising effectiveness the price elasticity trends 2\. Which of the following items can\'t be registered as a trademark in the Russian Federation? titles of any works quotes images pieces of art or their fragments sounds volume compositions 3\. The concept of brand management has been formed since the beginning of the 30s of the 20th century in this company: Coca Cola Procter and Gamble Unilever Mars 4\. At this stage of branding evolution the main criterion for effective brand management is the volume of sales of goods under this brand: managing brand equity managing brand image managing brand identity managing the promotion of branded products 5\. It was this researcher who proposed the concept of a Unique Selling Proposition in 1961 (Unique Selling Proposition (USP)).: Aaker D. Kapferer Zh. - N. Reeves R. Levy S. 6\. At this stage of development of the brand management concept, the main function of branding is to develop a brand concept that would maximize consumer demand and the competitiveness of products (services): managing brand equity managing brand image managing brand identity managing the promotion of branded products 7\. In the Brand Finance model the brandbeta coefficient is calculated using the following indicator: price elasticity price premium risk free rate score index of the importance of the brand 1\. According to Feldwick\'s approach this aspect of brand equity determines the possibility of obtaining a price premium: total value of the brand as an independent asset brand image the degree of customer commitment to the brand brand identity 2\. According to the approach of D. Aaker these components are parts of brand equity: loyalty to the brand a set of consumer perceptions and associations about the brand brand awareness perceived quality of the brand brand value brand associations 3\. Which of the following components does not belong to the Hibbing's model of the hierarchy of effects? overall impression awareness action again action 4\. The trademarks that make up this set are familiar to the consumer, and they are stored in the consumer\'s memory: the selection set review kit research kit awareness kit 5\. In the matrix \"repeat purchases/customer satisfaction» latent loyalty is situated in this quadrant of the matrix: repeat purchases of the product / high brand satisfaction buying a competitor\'s product / high brand satisfaction repeat purchases of the product / low brand satisfaction buying a competitor\'s product / low brand satisfaction 6\. Customer satisfaction is a function of the following indicators: perceived quality real quality expected quality brand image product design product price 7\. From the list below select the brand quality types: perceived quality functional quality individual quality social quality real quality communication quality 8\. According to R. Best\'s approach ease of use belongs to this group of quality categories: aesthetic quality categories categories that shape the quality the most important quality categories categories that improve quality 9\. One of the benefits that associations provide is that they help to clearly separate brands in the minds of consumers. This benefit can be formulated as follows: provide motivation to purchase promote the assimilation of information differentiate / position the brand expand the boundaries of the brand 10\. Everything that the consumer can perceive quickly and without additional effort on their part and on the part of the company belongs to the following type of associations: secondary associations additional associations primary associations minor associations 11\. The totality of associations that arise in the consumer in relation to a branded product is brand concept brand image brand identity brand equity 1\. Select from the following the benefits that the perceived quality creates according to D. Aaker: ensuring the expansion of the boundaries of the brand premium pricing winning the price competition influence on distribution channels purchase motive opportunities for cooperation with competitors 2\. For the model of D. Aaker, it is fair to say that each asset of brand equity participates in the formation of: brand identity added brand value brand image loyalty to brand 3\. This function performed by the brand is divided into 2 sub functions in D. Aaker\'s model - the guarantee sub function and the sub-brand support sub function: the brand provides confidence in the company\'s branded products the brand provides a value proposition the brand provides a detachment from competitors the brand ensures the growth of the company\'s value 4\. This stage in the Hibbing's model of the hierarchy of effects follows the awareness stage: action action again reaction attitude 5\. This attribute is not a sign of loyalty to the brand: consumer sensitivity to competitors \' actions strong brand preference over all others a sense of satisfaction with the brand the desire to make a repeat purchase 6\. Transactional loyalty is: complex loyalty affective loyalty effective loyalty behavioral loyalty 7\. The following indicators are used in calculating the index of customer satisfaction: satisfaction indicators and the coefficients of their significance loyalty indicators and the coefficients of their significance indicators of consumer attitude indicators of differentiation of the brand and the coefficients of their significance 1\. From the list below, select the components that are components of the W. Gordon's Brand Identity Model: brand image situational image product image user image associations with the brand typical feature 2\. For this component of the W. Gordon model, you need to create a layout that represents the full range of potential uses of this branded product: brand image product image user image situational image 3\. What are the components listed below that refer to the prism of identity of Kapferer Zh.-N? personality self-image brand values relationship functional dimension culture 4\. What components listed below refer to the Brand Pyramid model ? emotional selling proposition unique selling proposition core values brand identity emotional benefits social dimension 5\. Core values are component of the brand\'s platform model: Brand Pyramid model Hart and Murthy model Brand Wheel Model 4D Branding model 6\. The purpose of this brand identifier is to accurately name a product or service: sign logo slogan trademark descriptor 7\. The Logaster app is designed to create exactly this brand identifier: advertising text logo slogan sign 8\. This identifier is a unique graphic element that contains encoded additional information about the company or its brands: phonotype logo slogan sign 9\. Visual brand identifiers in the Coruna Branding model include the following identifiers: design concept brand character the legend of the brand copyright brand-line form modeling 10\. The \"Engineer\" brand strategy in the Arial Branding model is suitable for the following type of market: swamp foothills loam land plain 11\. Literally, this term used in brand management means afterlight: insight zero moment of truth need metaphor 12\. The components listed below relate to the Brand Key Unilever model: values reason for the trust distinctive feature brand audit Web-branding brand strategy 1\. In the Brandson methodology visual and verbal attributes are defined at this stage of brand positioning: target audience analysis interface testing positioning forming brand concept 2\. Complex combination of feelings based on impressions from interaction with the brand in the past, present, and imaginative future is: brand image associations with the brand typical feature brand identity 3\. In the Brand Wheel model, the level following the Brand Essence level is: personality attributes benefits values 4\. In the Hart and Murthy model, there is a level between the core values and functional values: basic values brand values consumer values emotional values 5\. In which of the models listed below Values are one of the elements of the model: Brand Pyramid model Brand Wheel model 4D Branding model Brand Identity Prism model Hart and Murthy model Brand Key Unilever model 6\. In the Coruna Branding model, the core of the brand platform is: image concept marketing matrix consumer values brand values 7\. Web branding is one of the stages of brand positioning in the methodology: Labelmen agency Coruna Branding agency Unilever Brandson agency 1\. Select the principles of Integrated Marketing Communications from the list below: integration of positioning integration of image integration of attributes integration of the schedule integration of associations integration of selection 2\. At this stage of brand's communication strategy designing, formats and tools are defined that are able to convey the necessary brand messages to the target audiences: media planning analytical stage marketing analysis developing a creative concept 3\. This theory of selling proposition in the digital economy involves the use of interactive (two-way) communication with the consumer through digital channels: Unique Selling Proposition theory New Selling Proposition theory My Selling Proposition theory Emotional Selling Proposition theory 4\. The following components are components of the Model of consumer decision journey according to D. Court: active evaluation repeat purchase purchase overview of offers from different brands recommending of the brand to the friends insight detection 5\. For this group of media channels the main obstacles to achieving efficiency are competition and information noise: interactive media controlled media media mass events 6\. For these groups of media channels the channel owner is the sponsor: communication «one on one» interactive media mass events controlled media media inactive media 7\. Viral advertising on the Internet refers to: traditional marketing channels traditional marketing tools digital marketing channels digital marketing tools 8\. The mechanics of this advertising format is that when you search for information on the Internet, when you view an article, an ad appears that starts playing automatically: ads before video with the ability to skip playback when viewing vertical video with skipping option ads before video 9\. Detailed elaboration of the company\'s brand promotion strategy via the Internet is carried out at this stage of developing a brand promotion strategy in the digital economy: the choice of tools of Internet marketing defining the budget for brand promotion tactics control 10\. This method of brand promotion on the Internet is an interactive advertising message located on the pages of websites: search engine optimization media advertising context advertising viral marketing 11\. Among those listed below, this video hosting is positioned as an online movie theater: Yandex.Video Smotri.com RuTube IVI.ru 1\. These groups of media channels are characterized by a partially two way communication direction: communication «one on one» interactive media mass events media controlled media inactive media 2\. Large-scale planning of brand promotion to achieve the goals is: brand positioning strategy image concept brand identity concept brand communication strategy 3\. Defining the portrait and values of the target audience occurs at this stage of developing the brand communication strategy: marketing analysis media planning developing a creative concept analytical stage 4\. The theory of selling propositions developed along the following path: Emotional Selling Proposition - My Selling Proposition - Unique Selling Proposition My Selling Proposition - Unique Selling Proposition - Emotional Selling Proposition Unique Selling Proposition - My Selling Proposition - Emotional Selling Proposition Unique Selling Proposition - - Emotional Selling Proposition - My Selling Proposition 5\. A set of measures to use social media as channels for promoting companies and solving business problems is: digital marketing social media marketing interactive marketing internet marketing 6\. QR codes in ads refer to: digital marketing channels internet marketing tools internet marketing channels digital marketing tools 7\. Brand promotion through bloggers refers to: social marketing influencer marketing content marketing service marketing 1\. Umbrella and individual brands belong to the following line of brand portfolio analysis: brand roles in the brand portfolio brand portfolio structure graphic design of the brand brand roles in the product offer 2\. This type of brand is an accessory brand that protects the company\'s leading brands from competitive attacks: flanker brand linchpin brand silver bullet strategic brand 3\. Recommended branding refers to the following model of brand architecture: house of brands mixed structure branded house Asian brand management model 4\. Shadow support refers to the following model of brand architecture: house of brands hybrid structure branded house Asian brand management model 5\. Brand management according to the Western model is effective: for manufacturers with a small number of brands in their portfolios for manufacturers that do not use their own distribution networks for manufacturers with a large number of intermediaries for manufacturers with complex multi-level structures and sales systems 6\. This form of recommendations is most applicable in cases where you need a significant distance between the recommended brand and the recommending one: active passive conditional using the associated name 7\. Consistent use of forms of recommendations in the branding may include a transition from: from symbolically supporting brands to strongly supporting brands from symbolically supporting brands to supporting brands with associated name from supporting brands with associated name to strongly supporting brands from strongly supporting brands to symbolically supporting brands from strongly supporting brands to supporting brands with associated name from supporting brands with associated name to symbolically supporting brands 8\. In the N. Kumar's model, the meaning of the portfolio approach is as follows: the company keeps only those brands in the brand portfolio that meet a certain set of criteria the company tries to cover as many market segments as possible the company aims to expand its sales geography as much as possible the company combines all the above options 9\. Application this strategy to brands that have been blacklisted means that marketing support for such brands is curtailed, leaving only the minimum necessary costs to ensure that the brands \' products continue to be sold: sales of brands \"milking\" brands brand partnership brand retention 10\. The ecosystem of solutions for clients is linked to such levels of digital ecosystems as: operational ecosystem tactical ecosystem strategic ecosystem technological ecosystem regulatory ecosystem personnel ecosystem 11\. These objects are located on the same level of the ecosystem of solutions for clients: financial organizations data suppliers other platforms complementary products e-commerce industry specialists 1\. When implementing this strategy, it is advisable to increase prices in order to maintain profits: sales of brands brand partnership \"milking\" brands brand retention 2\. The leading brands that determine the company\'s future development are: milker brands strategic brands linchpin brands silver bullets 3\. This type of brand in the matrix \"brand strength - market potential\" is given priority in investments: question mark worker leader «dead soul» 4\. This model of brand management is based on the concept of product differentiation, according to which the product is endowed with functional or emotional distinctive features: Western model of brand management German model of brand management Asian model of brand management American model of brand management 5\. Activities to implement the strategy of \"milking the brand\" include: reducing production costs, reducing the cost of marketing communications reducing production costs, increasing the cost of marketing communications reducing production costs, reducing the level of prices increasing production costs, reducing the cost of marketing communications 6\. This object is at the same level of the ecosystem of solutions for clients as the Products: offering customized solutions multi-channel interaction with clients e-commerce knowledge and services suppliers 7\. The disadvantages of this model of brand management include the principle of a \"top-down\" management hierarchy, which does not always reflect the corporate vision of brand management: Western model of brand management German model of brand management Asian model of brand management American model of brand management 1\. The tasks listed below are related to strategic branding tasks: defining internal brand identity development of approaches for entering markets and product categories organization of brand communications defining external brand identity creating a brand architecture and brand portfolio identifying the depth and breadth of the product range 2\. If the brand operates in a new product category for the company, while using the previous brand name, according to the Tauber matrix, it is advisable to use the following brand strategy for this brand: multi-brand approach the expansion of product line diversification the extension of brand boundaries 3\. As you expand your brand boundaries, co-branding can include: umbrella branding component branding innovative branding cross promotion branding portfolio branding categorical branding 4\. The brand\'s ability to categorically expand in this zone characterizes the hidden potential of the brand: external core restricted area expansion zone internal core 5\. In the T. Gad brand extension model an extension is possible within its category for a brand with the following parameters: brand type - product, weak differentiation brand type- product, strong differentiation brand type - vision, weak differentiation brand type- vision, strong differentiation 6\. In the Chernatoni and McDonald brand strength model the Brand Attributes block includes: price premium perceived quality leadership corporate values image distribution level 7\. In the lower right quadrant of the Power Grid brand potential matrix is located: non focused brand new brand crumbling brand fading leader 8\. This type of brand signature is notable for having strong adherents, while the brand is little known: tiger cub blank sheet defender olympian 9\. Deepening awareness about the brand can be carried out through: entering new market segments entering new markets new applications of the brand increasing the creativity of using communications increasing the intensity of events categorical brand extension 10\. This example of co-branding in a digital environment was implemented in the run-up to the Tokyo 2020 Olympics: Amazon and JetBlue Google and Oreo Coca Cola and Adobe Oreo and WeChat 11\. This phenomenon in digital branding is expressed in the fact that the users can see the profiles of those who purchased the product they are interested in earlier, and share information about it in social networks: internet shopping social shopping media shopping content shopping 1\. In the Power Grid brand potential matrix, this brand has the leading indicators of relevance, respect and knowledge, but loses its position in the market due to a decrease in the level of differentiation: non focused brand fading leader crumbling brand new brand 2\. If the brand operates in a new product category for the company and a new brand name is used, according to the Tauber matrix, it is advisable to use the following brand strategy for this brand: multi-brand approach the expansion of product line diversification the extension of brand boundaries 3\. Releasing new products under the parent brand, but of higher quality and at a higher price, belongs to the following strategy: horizontal brand stretching vertical brand stretching categorical brand extension innovative branding 4\. In the T. Gad brand extension model it is possible to extend beyond its category for a brand with the following parameters: brand type - product, weak differentiation brand type- product, strong differentiation brand type - vision, weak differentiation brand type- vision, strong differentiation 5\. This type of brand signature differs in that it is relatively well known, has a small group of fans, and is not suitable for a mass audience: tiger cub specialist defender olympian 6\. In the BAV brand strength model the brand growth potential is determined by: differentiation and relevance differentiation and respect relevance and knowledge respect and knowledge 7\. In the Brand Dynamics pyramid, the question is \"What does it give me?» corresponds to the level of the pyramid: functionality relevance presence advantages