Kaflapróf af netinu Flashcards
1
Q
- A ______________ is a name attached to a product or service.
a. Logo
b. Slogan
c. Brand
d. Advertisement
A
c. Brand
2
Q
- 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
A
d. All of the above
3
Q
- 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
A
b. Consumers have learned to trust brands and rely on them when buying
4
Q
- What the brand stands for is its ________________________.
a. Brand attribute
b. Brand personality
c. Brand identity
d. Brand image
A
c. Brand identity
5
Q
- How important the brand is in consumer decisions depends partly on the product ________________________.
a. Promise
b. Position
c. Category
d. Identity
A
c. Category
6
Q
- 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
A
b. Brand personality
7
Q
- The brand’s ____________ will set expectations of a certain level of product performance.
a. Promise
b. Position
c. Loyalty
d. Identity
A
a. Promise
8
Q
- 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
A
c. Iconic
9
Q
- The first step in the consumer decision process is:
a. Problem search
b. Intention
c. Satisfaction
d. Evaluation of alternatives
A
a. Problem search
10
Q
- To be successful, a brand should have ____________.
a. A clear brand identity
b. Brand confidence
c. Brand personality
d. Brand promise
A
a. A clear brand identity
11
Q
- The ____________ will set the expectations of brand performance.
a. Brand identity
b. Brand confidence
c. Brand personality
d. Brand promise
A
d. Brand promise
12
Q
- 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
A
c. More expensive
13
Q
- The last step in the consumer decision process is:
a. Problem search
b. Intention
c. Satisfaction
d. Evaluation of alternatives
A
c. Satisfaction
14
Q
- A strong brand has ____________.
a. An identity
b. Positive image
c. A unique personality
d. All of the above
A
d. All of the above
15
Q
- The brand ____________ answers the question “Who are you.”
a. Promise
b. Position
c. Loyalty
d. Identity
A
d. Identity
16
Q
- The brand ____________ is influenced by the traits of the typical user.
a. Personality
b. Image
c. Loyalty
d. Identity
A
a. Personality
17
Q
- The brand ____________ gives assurances to consumers that they made the right choice.
a. Image
b. Position
c. Loyalty
d. Identity
A
a. Image
18
Q
- 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
A
c. Prevents for entering markets
19
Q
- 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
A
a. Support commonality
20
Q
- 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
A
c. Reduce psychological risk
21
Q
- 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
A
True
22
Q
- Research has shown that brand matters more in some product categories than in others.
a. True
b. False
A
True
23
Q
- Weaker brands can collect a price premium from customers over a stronger brand.
a. True
b. False
A
False
24
Q
- 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
A
True
25
Q
- A company is able to determine how to make consumers perceive the image of the brand.
a. True
b. False
A
False
26
Q
- All products have some identification and are therefore potential brands.
a. True
b. False
A
True
27
Q
- A strong brand has a unique and distinct identity.
a. True
b. False
A
True
28
Q
- Increase functional risk is one thing brands do for consumers.
a. True
b. False
A
False
29
Q
- All brands, such as Colgate, are different enough to stand out.
a. True
b. False
A
False
30
Q
- Since a brand is basically a name, anything with a name, including a person, can potentially become a brand.
a. True
b. False
A
True
31
Q
- Describe the difference between brand identity, brand image, and brand personality.
A
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.
32
Q
- Describe what brands do for consumers.
A
Help reduce risk, simplify decisions, and support self-expression.
33
Q
- Describe the typical consumer decision process.
A
Problem solving, consideration set, evaluation of alternatives, intention, brand choice, satisfactio
