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BRA301 Key FE Fall2023
Brand Management (Đại học FPT Hà Nội)
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1.Which of the following statements about the creation of new brand associations is true?
A. Secondary brand associations have the most impact on evaluations of a new product
when consumers are highly motivated and knowledgeable about product-related
concerns.
B. Consumers are more likely to rely on secondary considerations when they have
strong preferences for a particular brand.
C. Linking a brand to another entity has no effect on existing brand associations
D. Cognitive consistency suggests that consumers may infer that associations,
judgments, or feelings about the linked entity also apply to the brand.
2. Brand characters can be so attention - getting and well-liked that they dominate other
brand elements and actually dampen brand awareness
A. True
B. False
3. What is co-branding in secondary brand associations?
A. The combination of two or more existing brands into a joint product or joint
marketing effort.
B. The Practice of extending a brand into several new products.
C. The licensing of a brand to various vendors.
D. The alliance of multiple brands in the credit card market.
4. ___ are the personal value and meaning that consumers attach to the product or service
attributes
A. Brand attributes
B. Brand benefits
C. Brand images
D. Brand mantras
5. The purpose of the brand inventory is to provide a current, comprehensive .... of how all
products and services are marketed and branded. (SOS)
a. Profile
b. Portfolio
c. Story
d. Landscape
6. Once a sufficient level of brand awareness is created, marketers can put more emphasis
on …….?
A. Brand image
B. Brand recognition
C. Brand recall
D. Brand benefits
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7. What is the risk associated with a branded house brand architecture?
A. Lack of brand differentiation
B. Confusion among customers
C. Higher marketing costs
D. Limited brand extension opportunities
8. ____ represent a special type of brand symbol-one that takes on human of real-life
characteristics
A. Characters
B. Ambassador
C. Mascot
D. All of the above
9. Nike used “Prepare for Battle” and “Quick Can’t Be Caught” (basketball), “Write the
Future” (World Cup) ; My Better is Better” (multisport); and “Here I Am” (women) as:
A. Slogans
B. Taglines
C. Brand mantras
D. Campaign name
10.___ can be defined as the way by which organizations attempt to inform,convince and
remind customers indirectly about the brands and products they offer.
A. Marketing communications
B. Marketing plans
C. Marketing strategies
D. None of the above
11. What is the role of brand alliances in managing brands across market segments?
a. To target specific market segments with customized offerings
b. To establish legal protection for the brand's intellectual property globally
c. To leverage the brand equity of partner brands for mutual benefit
d. To measure changes in brand awareness over time
12. What is brand loyalty?
A. The financial value of a brand
B. The market share of a brand
C. The extent to which customers consistently choose a particular brand
D. The visual representation of brand's identity
13. What is the term used to describe the introduction of a new product or service under an
existing brand name?
a. Co-branding
b. Brand extension
c. Brand revitalization
d. Brand migration
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14. : IKEA (a furniture brand) is strongly linked to:
a. a city
b. a company
c. a country
d. not any of above
15. Which of the following is NOT a potential benefit of a successful brand extension?
a. Reduced marketing costs
b. Enhanced brand image
c. Increased customer loyalty
d. Decreased brand equity
16. Which of the following is an example of a co-branding strategy?
a. Nike partnering with Apple for the development of fitness-tracking devices
b. Coca-Cola introducing a new flavor variant of its soft drink
c. Amazon launching a new line of electronic devices under its own brand
d. Toyota expanding its product line to include luxury vehicles
17. Comparative methods include :
A. Brand - Based Comparative Approaches
B. Marketing - Based Comparative Approaches
C. Conjoint Analysis
D. All are true
18. Which advantage influences the formation and strength of the associations that make up
the brand image?
A. Choice Advantages
B. Attention Advantages
C. Learning Advantages
D. Consideration Advantages
19. What is the role of brand extensions in brand management?
A. To protect the brand’s intellectual property
B. To generate additional revenue for the brand
C. To diversify brand’s product portfolio
D. To increase brand loyalty among existing customers
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20. Six steps for an effective form of marketing communications
A. Exposure - Attention - Comprehension - Yielding - Intentions - Behavior
B. Exposure - Attention - Comprehension - Intentions - Yielding - Behavior
C. Information - Attention - Comprehension - Intentions - Yielding - Behavior
D. Attention - Comprehension - Intentions - Behavior - Exposure - Yielding
21. According to the 'sound symbolism' theory, which type of brand name is likely to evoke a
sense of speed and agility?
a. Descriptive brand name
b. Arbitrary brand name
c. Suggestive brand name
d. Acronym brand name
22. Generally, a brand is identified as an ___
A. Tangible asset
B. Liquid
C. Intangible asset
D. Short-term asset
23. Customer Mind-set is the ___ stage in “The brand value chain model”
A. First
B. Second
C. Third
D. Fourth
24. Many practicing managers refer to a brand as ___ ?
A. Something that has created a certain amount of reputation
B. Something that has created a certain amount of awareness
C. Both A and B
D. Something that has created a certain amount of awareness, reputation,
prominence.
25. What is the primary challenge of implementing a sub-brand architecture?
a. Maintaining consistency across different product brands
b. Establishing a strong corporate brand identity
c. Balancing the autonomy of individual brands with the corporate brand's influence
d. Creating brand extensions for each product brand
26. A famous person can (check all that's NOT true):
a. draw attention to a brand
b. shape brand perceptions, by virtue of consumers' perceptions of the famous person
c. increase the product performance
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27. The more ____ the market, the more likely that the film will be able to implement
marketing programs that meet the needs of consumers in any one segment.
A. finely segmented
B. diversity segmented
C. widely segmented
D. none of them
28. How many lines are there in naming procedures?
A. 5
B. 6
C. 7
D. 8
29. Which of the following is NOT mentioned as a means to leverage secondary brand
associations?
A. Companies (through branding strategies)
B. Countries of other geographic areas ( through identifications of product origin)
C. Channels of distribution (through channel strategy)
D. Packaging design (though visual appeal)
30. What is licensing in the context of brand marketing?
A. Modifying existing logos and character for marketing purposes
B. Creating contractual arrangements to share production costs with other brands
C. Renting another brand to contribute to the brand equity of a product
D. Selling the rights to use a brand name for a fixed fee
31. ___ are short phrases that communicate descriptive or persuasive or persuasive
information about the brand. They often appear in advertising but can play an important role
in packaging and in other aspects of the marketing program.
a. brand names
b. slogans
c. characters
d. ad taglines
32. Retailers have their own brand images in consumers' minds due to the following
associations:
a. product assortment
b. pricing and credit policy
c. quality of service
d. all are true
33. Which advantages create a high level of brand awareness?
A. Choice Advantages
B. Attention Advantages
C. Learning Advantages
D. Consideration Advantages
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34. How many types of attributes and benefits often underlie brand performance?
A. 3
B. 6
C. 5
D. 4
35. Having compelling proof points and RTBs are often critical to the deliverability aspect of
a ___ ?
A. Points - of - Parity
B. Points - of - Similarity
C. Points - of Unique
D. Points - of - Difference
36. Brand tracking studies, as well as brand audits, can provide a huge reservoir of
information about how best to build and ___ brand equity.
A. Check
B. Measure
C. Develop
D. Grow
37. ___ analysis aims to find the optimum positioning between low-price, low-quality and
high-price, high-quality.
A. Market
B. Brand
C. Conjoint
D. Price
38. What kind of product risk does the product result in embarrassing others ?
A. Psychological risk
B. Social risk
C. Physical risk
D. Functional risk
39. What is the concept of consumer ethnocentrism?
A. The practice of adapting a brand’s marketing strategy to suit local preferences
B. The extent to which consumers prefer local brands over global brands
C. The measurement of brand equity in different market segments
D. The strategic use of a brand’s equity to support market expansion
40. Brand-based Comparative Approaches are applicable when marketing activity under
consideration represents.... from past marketing of a brand.
A. A continuation
B. A change
C. A progression
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41. Ideal brand positioning aims to achieve the____ between :
What customers currently believe about the brand.
What customers will value in the brand.
What the firm is currently saying about the brand.
Where the firm would like to take the brand.
a. Congruence
b. Relation
c. Contrast
d. Connection
42. What is the purpose of a global brand ambassador?
a. To promote the brand in a specific geographic market
b. To oversee brand localization efforts
c. To establish legal protection for the brand's trademarks
d. To represent the brand across different geographic market
43. According to the “sound symbolism” theory, which type of brand name is likely to evoke a
see… agility?
A. Descriptive brand name
B. Arbitrary brand name
C. Suggestive brand name
D. Acronym brand name
44. Brand alliances, such as co-branding, require marketers to ask themselves questions
such as (check all): 3 dap an
a. What capabilities do we not have?
b. What resource constraints do we face (people, time, money)?
c. What growth goals or revenue needs do we have?
d. None of the above
45. Brand personality is human ... or traits that consumers can attribute to a brand.
a. characteristics
b. signatures
c. emotions
46. Outdoorsy and tough are the facets of ...
a. sincerity
b. excitement
c. competence
d. ruggedness
47. What is the concept of brand equity leverage?
A. The process of increasing brand awareness through social media marketing
B. The ability of a brand to command a premium price compared to its competitors
C. The strategic use a brand's equity to support the introduction of new products
D. The legal protection of a brand's intellectual property
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48. Brand elements, sometimes called as ?
A. Brand equity
B. Brand identities
C. Brand characters
D. Brand signage
49. What is the main risk associated with brand extensions?
a. Dilution of the parent brand's image
b. Inconsistency in brand messaging
c. Increased competition among sub-brands
d. Limited market reach for the new product
50. What is the primary challenge of implementing a sub-brand architecture?
a. Maintaining consistency across different product brands
b. Establishing a strong corporate brand identity
c. Balancing the autonomy of individual brands with the corporate brand's influence
d. Creating brand extensions for each product brand
51. How many major categories have researchers classified products and their associated
attributes or benefits into?
A. 2
B. 5
C. 3
D. 4
52. We can break down the dimensions of brand resonance into :
A. Brand loyalty, Attitudinal attachment, Sense of community, Active engagement
B. Brand loyalty, Attitudinal attachment, Sense of community
C. Behavioral loyalty, Attitudinal attachment, Active engagement
D. Behavioral loyalty, Attitudinal attachment, Sense of community, Active
engagement
53. What is brand equity?
a. The financial value of a brand
b. The market share of a brand
c. The perception and value consumers associate with a brand
d. The advertising budget allocated to a brand
55. Qualitative research techniques often identify possible brand associations and sources of
...
a. brand image
b. brand equity
c. brand awareness
d. brand recall
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56. ___ describes how to guide integrated marketing to maximize competitive advantages
A. The brand value chain
B. The brand resonance model
C. The brand positioning model
D. The brand image
.
57. Brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles,
packages, are example of …
A. Brand elements
B. Brand image
C. Brand performance
D. Brand awareness
58. One disadvantage of marketing based comparative approaches is it's difficult to discern
whether consumer responses to changes in the marketing stimuli are being caused by .....
knowledge or by more generic product knowledge
A. Market
B. Category
C. Brand
59. What is the main goal of brand portfolio management?
a. Maximizing brand equity for individual brands
b. Minimizing marketing costs
c. Maintaining brand consistency
d. Reducing brand extensions
60. Retailers have their own brand images in consumers mind due to the following
associations
A. Product assortment
B. Pricing and credit policy
C. Quality of service
D. All are true
61. ___ can influence brand equity through the actions and support of intermediaries such as
retailers, as well as the transfer of any associations these intermediaries might have with the
brand.
A. Omnichannels
B. Online channels
C. Indirect channels
D. Direct channels
62. The most dramatic of the environments that affect marketing and appears to be now
shaping our world is the environment.
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A. Natural
B. New media
C. Economic
D. Demographic
63. Why should a brand name ideally have a clear, understandable and unambiguous
pronunciation
A. Reduces the effort consumers have to make to comprehend and process the brand
name
B. Short names often facilitate recall because they are easy to encode and store in
memory.
C. Encourage word-of-mouth exposure that helps build strong memory links
D. All of the above
64. What is the primary goal of global brand positioning?
a. To establish a consistent brand image across all geographic markets
b. To customize the brand offering the each local market
c. To maximize profits by targeting high- value market segments
d. To protect the brand's intellectual property rights globally
65. On Open Day,high school students who visit FPT University campuses are engaged in
different … the University organize for them : Career talkshows , Demo-class, Exhibitions of
Students’ … On-campus life experience.
Which concept of personalizing marketing has FPT University applied?
A. Personalizing marketing
B. Experiential marketing
C. Relationship marketing
D. Mass customization
66. What is the purpose of a “brand positioning statement” for a new product?
A. To establish brand loyalty among existing customers
B. To communicate the unique value proposition and target market of the new
product
C. To differentiate the new product from competitors
D. To guide the selection of a suitable brand name for the new product
67. ___ promotes a product not only by communicating a product’s features and benefits but
also …. with unique and interesting customer experiences.
A. Personalizing marketing
B. Experiental marketing
C. Relationship marketing
D. Mass customization
68. What is the concept of brand architecture?
a.The visual representation of a brand’s identity
b.The legal framework protecting a brand’s trademarks
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c.The organization and structure of a brand’s product portfolio
d.The financial value of a brand
69. What is the primary goal of brand migration?
A. To target new customer segments
B. To reduce the price of a brand’s products
C. To increase the advertising budget for a brand
D. To extend an existing brand into new product categories markets, or customer
segments
70. From the view of creating brand equity, marketers need to be ___
A. Media sensitive
B. Media neutral
C. Media biased
D. None of the above
71. Vietnam Airlines, Bamboo Airlines and Vietjet Air vary their prices for distinct market
groups and value perceptions.
Which value-pricing strategy is applied in this sector?
A. Product Costs
B. Communication Value
C. Product Prices
D. Price Segmentation
72. In a branded house brand architecture, what is the relationship between the corporate
and product brands?
A. They are completely independent of each other
B. The corporate brand is more prominent than the product brands
C. The product brands are more prominent than the corporate brand
D. The corporate and products brands have equal prominence
73. Daring, spirited, imaginative, and up-to-date are the facets of ___
a. Sincerity
b. Excitement
c. Competence
d. Ruggedness
74. Brand attitudes are consumers' overall evaluations of a brand and often form the basis
for brand choice. Brand attitudes generally depend on specific attributes of the brand.
A. True
B. False
75. URLs (uniform resource locators) specify locations of pages on the Web and are also
commonly referred to as:
a. web server
b. top level domain
c. domain name
d. none of them
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76. What is the role of cultural symbols in brand management across geographic
boundaries?
A. to establish legal protection for the brand’s trademarks
B. to measure the financial performance of a brand
C. to communicate brand meaning and create resonance with consumers
D. to customize the brand offering for each local market
77. A brand audit consists of ___ steps :
a.2
b.3
c.4
d.5
78. Brand ___ is a means to provide in-depth information and insights essential for setting
long-term strategic direction for the brand.
a.Recalling
b.Edit
c.Audit
d.Designing
79. The sixth outcome of Market performance is :
a. Brand expansion
b. Cost structure
c. Brand profitability
d. Market share
80. Which of the following statements is NOT true regarding leveraging a corporate brand?
A. a corporate brand can evoke associations of common product attributes,benefit, or
attitudes.
B. Leveraging a corporate brand is always useful for large companies.
C. Large companies sometimes introduce new brands to convey a “smaller” image.
D. Leveraging a corporate brand can provide insights into emerging corporate priorities.
81. In recent years, the Michelin Guide’s …..
Which of the following list of brand element criteria is exemplified by the recent hype of
restaurants receiving the Michelin star in Vietnam?
a. memorable - meaningful - likable - transferable - adaptable - protectabele
b. Fame - Endorsement - Likeable - Protectable - Flexibility - Credibility
c. Fame - Likeable - Protectable - Flexibility - Credibility
d. Memorable - Likable - transferable - Adaptable - Protectable - Endorsement
82. Several programs planned to protect or promote a company’s image, or its products is
known as ___
a. Sales promotion
b. Direct marketing
c. Events and experiences
d. Public relations and publicity
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83. Conjoint Analysis is ___ , multivariate technique that enables marketers to profile the
consumer decision process with respect to products and brands.
a. Survey - based
b. Research - based
c. Analysis - based
84. What is the purpose of market research in managing brands across market segments?
a. to measure the financial performance of a brand
b. to identify potential brand extension opportunities
c. to assess changes in brand awareness over time
d. to gather insights about consumer behavior and preferences
85. Applications of Marketing-Based Comparative Approaches :
a. The dollar - metric measure of brand commitment
b. Assessing consumer response to different advertising strategies
c. Explore potential brand extensions by collecting consumer evaluations of a range of
concept statements.
d. all are true
86. Marketing-Based Comparative Approaches examine consumer response based on
changes in the ___ program
a. communications
b. marketing
c. sales
87. What does CBBE ( in the “Strategic Brand Management” book) stand for?
a. customer-based brand element
b. consumer-based brand element
c. consumer-based brand equity
d. customer-based brand equity
88. Three criteria to judge qualitative research techniques ( according to Levy) ( Check what
is not true)
a. Direction
b. Depth
c. Duration
d. Diversity
89. ___ describes how to create intense loyalty and strong customer relationships with
customers.
a. The brand positioning model
b. The brand resonance model
c. The brand segmentation
d. The brand value chain
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90. How does brand architecture impact consumer perception?
a. it influences their perception of brand quality and value
b. it determines their brand loyalty and purchase behavior
c. it affects their emotional connection with the brand
d. it shapes their awareness and recognition of the brand
91. Which is the revenue-generating element of the traditional marketing mix?
a. product
b. place
c. promotion
d. pricing
92. Projective techniques present consumers with ambiguous stimuli and ask them to ___ it.
a. draw
b. make sense of
c. describe
93. “The differential effect that brand knowledge has on customer response to the marketing
of that brand” is the definition of?
a. customer-based brand equity
b. consumer-based brand element
c. consumer-based brand equity
d. customer-based brand element
94. Which concept describes how well the product or service meets customers’ more
functional needs?
a. brand salience
b. brand imagery
c. brand performance
d. brand judgments
95. Quantitative Research Techniques, brand image, are useful for marketers to make a
distinction between :
-lower-level considerations (performance and imagery)
-higher-level considerations ( ___)
a. judgments and feelings
b. customer relationships
c. brand resonance
96. Estee Lauder cosmetics, Porsche automobiles, and Orville Redenbacker popcorn are
examples of?
a. the brand names based on places
b. the brand names use words with inherent product meaning
c. the brand names based on people’s names
d. none of them
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97. What are the two key concepts in defining brand architecture?
a. brand positioning and customer segmentation.
b. brand management and brand performance.
c. brand equity and brand management.
d. brand portfolio and brand hierarchy.
