Brand Management 21. The process of establishing and maintaining a distinctive place in the market for an organization or its specific product offers is known as _________.
Profiling Profiling Segmentation Segmentation Positioning View answer Correct answer: (D)
22. The term "story board" is specifically related to:
TV commercial Newspaper Editorial Magazine ad Press release View answer Correct answer: (A)
23. This pricing model offers opportunity to set different levels of pricing for different needs is known as _________.
Segment pricing Skim pricing Value-in-use pricing Strategic account pricing View answer Correct answer: (A)
24. To have value, a brand must offer which one of the following?
A simple product range with a defined set of features A complex product range with a defined set of features Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers An identity through which the customer can trace the party responsible for supplying the product View answer Correct answer: (C)
25. What purpose does an advertising copy serves?
Provides a degree of continuity in a brand's advertising Help a brand achieve distinctiveness Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of advertising submissions All of the given options View answer Correct answer: (D)
26. Which of the following strategy give the benefit of premium pricing?
Umbrella strategy Line brand strategy Product brand strategy Branding strategy View answer Correct answer: (A)
27. "Developing budgets and steering resources into strategy are critical areas of success," Correlates which of the following strategy.
Crafting strategy Implementing strategy Evaluating strategy Performing strategy View answer Correct answer: (B)
28. _________ advertising affords the marketer the ability to engage the consumer in a direct and personal way.
Interactive Contextual Traditional Website. View answer Correct answer: (A)
29. _________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges.
Market niche strategies Differentiation Cost leadership Focus Strategies View answer Correct answer: (D)
30. _________ are incurred by brands because of failures and questionable business practices that may increase costs and liabilities.
Brand assets Brand liabilities Brand equities Market failures View answer Correct answer: (B)