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Question 1

1. A ______________ is a name attached to a product or service.
   a. Logo
   b. Slogan
   c. Brand
   d. Advertisement

Answer 1

c. Brand

Question 2

2. A strong brand improves the companies’ ability to ________________________.
   a. Enter new markets
   b. Increase its channel leverage
   c. Facilitate product line extension
   d. All of the above

Answer 2

d. All of the above

Question 3

3. Brands are important today because ________________________.
   a. It complicates the decision-making process
   b. Consumers have learned to trust brands and rely on them when buying
   c. With a saturated market, brands allow consumers varied promises
   d. Consumers like to try different types of products

Answer 3

b. Consumers have learned to trust brands and rely on them when buying

Question 4

4. What the brand stands for is its ________________________.
   a. Brand attribute
   b. Brand personality
   c. Brand identity
   d. Brand image

Answer 4

c. Brand identity

Question 5

5. How important the brand is in consumer decisions depends partly on the product ________________________.
   a. Promise
   b. Position
   c. Category
   d. Identity

Answer 5

c. Category

Question 6

6. When an established brand has a certain ____________, consumers use it to express their own.
   a. Brand attributes
   b. Brand personality
   c. Brand identity
   d. Brand image

Answer 6

b. Brand personality

Question 7

7. The brand’s ____________ will set expectations of a certain level of product performance.
   a. Promise
   b. Position
   c. Loyalty
   d. Identity

Answer 7

a. Promise

Question 8

8. A brand that stands for much more than the particular product or service is ____________.
   a. A myth
   b. Cachet
   c. Iconic
   d. Out of the ordinary

Answer 8

c. Iconic

Question 9

10. The first step in the consumer decision process is:
    a. Problem search
    b. Intention
    c. Satisfaction
    d. Evaluation of alternatives

Answer 9

a. Problem search

Question 10

9. To be successful, a brand should have ____________.
   a. A clear brand identity
   b. Brand confidence
   c. Brand personality
   d. Brand promise

Answer 10

a. A clear brand identity

Question 11

11. The ____________ will set the expectations of brand performance.
    a. Brand identity
    b. Brand confidence
    c. Brand personality
    d. Brand promise

Answer 11

d. Brand promise

Question 12

12. When products are ____________, consumers are usually more involved in the decision process.
    a. Less expensive
    b. Iconic
    c. More expensive
    d. Out of the ordinary

Answer 12

c. More expensive

Question 13

13. The last step in the consumer decision process is:
    a. Problem search
    b. Intention
    c. Satisfaction
    d. Evaluation of alternatives

Answer 13

c. Satisfaction

Question 14

14. A strong brand has ____________.
    a. An identity
    b. Positive image
    c. A unique personality
    d. All of the above

Answer 14

d. All of the above

Question 15

15. The brand ____________ answers the question “Who are you.”
    a. Promise
    b. Position
    c. Loyalty
    d. Identity

Answer 15

d. Identity

Question 16

16. The brand ____________ is influenced by the traits of the typical user.
    a. Personality
    b. Image
    c. Loyalty
    d. Identity

Answer 16

a. Personality

Question 17

17. The brand ____________ gives assurances to consumers that they made the right choice.
    a. Image
    b. Position
    c. Loyalty
    d. Identity

Answer 17

a. Image

Question 18

18. All the following are things brands do for a firm EXCEPT:
    a. Price advantage
    b. Channel advantages
    c. Prevents for entering markets
    d. Stock market advantage

Answer 18

c. Prevents for entering markets

Question 19

19. All of the following are things a brand can do for consumers EXCEPT:
    a. Support commonality
    b. Reduce psychological risk
    c. Reduce functional risk
    d. Support self-expression

Answer 19

a. Support commonality

Question 20

20. Brands serve to ____________, the cognitive dissonance when a consumer fears they have made the wrong choice.
    a. Increase psychological risk
    b. Reduce functional risk
    c. Reduce psychological risk
    d. Increase functional risk

Answer 20

c. Reduce psychological risk

Question 21

21. Even when a large number of people are loyal to a brand, the trust has to be reinforced on every occasion that the brand is chosen.
    a. True
    b. False

Answer 21

True

Question 22

22. Research has shown that brand matters more in some product categories than in others.
    a. True
    b. False

Answer 22

True

Question 23

23. Weaker brands can collect a price premium from customers over a stronger brand.
    a. True
    b. False

Answer 23

False

Question 24

24. With a well-known brand, the customer can trust the brand “promise” and can rely on the brand name to make the choice.
    a. True
    b. False

Answer 24

True

Question 25

25. A company is able to determine how to make consumers perceive the image of the brand.
    a. True
    b. False

Answer 25

False

Question 26

26. All products have some identification and are therefore potential brands.
    a. True
    b. False

Answer 26

True

Question 27

27. A strong brand has a unique and distinct identity.
    a. True
    b. False

Answer 27

True

Question 28

28. Increase functional risk is one thing brands do for consumers.
    a. True
    b. False

Answer 28

False

Question 29

29. All brands, such as Colgate, are different enough to stand out.
    a. True
    b. False

Answer 29

False

Question 30

30. Since a brand is basically a name, anything with a name, including a person, can potentially become a brand.
    a. True
    b. False

Answer 30

True

Question 31

31. Describe the difference between brand identity, brand image, and brand personality.

Answer 31

Brand identity answers the question “Who are you?”
Brand image is determined by the perceptions of customers and outside observers.
Brand personality is the subset of image associations that are personality traits or characteristics.

Question 32

32. Describe what brands do for consumers.

Answer 32

Help reduce risk, simplify decisions, and support self-expression.

Question 33

33. Describe the typical consumer decision process.

Answer 33

Problem solving, consideration set, evaluation of alternatives, intention, brand choice, satisfactio