Question:* A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area is called?
Answer: • Local brand
Question:* What are service marks used for?
Answer: • To identify services—intangible activities—performed by one person for the benefit of a person or persons other than himself.
Question:* True or False: A wide variety of ephemera can typically be found at trade shows.
Answer: • True
Question:* What is the first step to developing your brand?
Answer: • Determine how your brand will be positioned
Question:* Brand extension by definition is?
Answer: • The use of a well developed brand name in a different product category.
Question:* A person's name can never be a brand name.
Answer: • False
Question:* A brand is....
Answer: • A promise between an organization and an individual
Question:* True or False: When creating a Brand Identity any names being used should be checked for their meaning in other languages.
Answer: • True
Question:* The outward expression of a brand - including its name, trademark, communications, and visual appearance is called what?
Answer: • Brand identity
Question:* Building a brand identity makes no financial sense for small companies (i.e.: less than approx. $110 million in revenue).
Answer: • False
Question:* What is the most important characteristic of a good brand?
Answer: • It is immediately recognizable
Question:* True or False: Brands help consumers choose between similar products and services.
Answer: • True
Question:* A brand which is widely known in the marketplace acquires what?
Answer: • Brand recognition
Question:* When should a company consider investing in a new Brand Identity?
Answer: • All of these
Question:* Which of the following are known drivers of brand equity?
Answer: • All of these
Question:* In tangible terms a brand is a what?
Answer: • All of these
Question:* The following elements may differ from country to country, but generally speaking global brand variables include which of the following?
Answer: • All of these
Question:* Which of the following is a touchpoint for a Brand Identity?
Answer: • All of these
Question:* The best way to build a brand's value is
Answer: • All of these
Question:* What should a set of Standards for a new Brand Identity include?
Answer: • All of these
Question:* Which item or items below are brand touchpoints?
Answer: • All of these
Question:* What characteristics should be present in a tagline?
Answer: • All of these
Question:* An example of a global brand is?
Answer: • All of these
Question:* What aspect of branding focuses specifically on a graphic mark or emblem to represent the business entity?
Answer: • The logo.
Question:* What types of elements can a logo be made from?
Answer: • All of these
Question:* What factor(s) concerning the environment in which a product is being sold are a part of the Brand Identity?
Answer: • All of these
Question:* A term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand is what?
Answer: • Brand engagement
Question:* How are employees a part of the Brand Identity?
Answer: • All of these
Question:* Who are the key stakeholders in a brand?
Answer: • All of these
Question:* What color represents death in America?
Answer: • Black
Question:* The biggest value component of a brand is
Answer: • Reputation
Question:* The outward expression of a brand - including its name, trademark, communications, and visual appearance is called?
Answer: • Brand identity
Question:* What is brand parity?
Answer: • The perception that brands are essentially the same.
Question:* What is a tagline?
Answer: • All of these
Question:* Which of the following is NOT a component of brand activation?
Answer: • All of these are a components
Question:* Which of the following can NOT be considered a brand element?
Answer: • All of these can be brand elements
Question:* What is the first thing you should do when creating a Brand Identity?
Answer: • Conduct research
Question:* Which of the following brand mental associations does not contribute to a favorable brand image?
Answer: • Common associations.
Question:* Brand parity occurs when?
Answer: • When the perception of the customer is that some brands are equivalent.
Question:* What is brand equity?
Answer: • The value of a brand.
Question:* According to Kapferer, the value of a brand is found where?
Answer: • The memory of each of the potential consumers within a target market.
Question:* In branding the term "positioning" generally refers to …
Answer: • Efforts to occupy a niche in a larger market and in the target audience's perception.
Question:* What is the difference between a service mark and a trademark?
Answer: • A trademark is for tangible items and a service mark is for intangible services.
Question:* When disaster strikes a company, the brand is guaranteed to decline in value.
Answer: • False
Question:* The experiential aspect consists of the sum of all points of contact with the brand and is known as the...
Answer: • Brand experience
Question:* Acceptable use of another entity's trademark are as follows?
Answer: • All of these
Question:* Registering a trademark with the U.S. Patent and Trademark Office provides what protection?
Answer: • Protection of the trademark in the United States and its territories.
Question:* What is typically NOT a motivation for brand building?
Answer: • Triggering a direct response
Question:* What is the effect of brand reputation on price increases?
Answer: • A good reputation is less elastic when comparing perceived unfairness with company profit increases.
Question:* The basic definition of branding is
Answer: • The sum of all interactions and experiences with an identifiable product or service
Question:* The process by which a brand's positioning is brought to life for its customers is called:
Answer: • Brand Activation
Question:* The physical representation and consistent application of brand identity across visual and verbal identity carriers is known as what?
Answer: • Brand implementation
Question:* What color represents luck in much of the Eastern hemisphere?
Answer: • Red
Question:* What is NOT an alternative name for Inbound Marketing?
Answer: • Magnet Marketing
Question:* What is the Lanham act of 1946?
Answer: • Trademark infringement legislation that occurs when consumer confusion exists as to the origin of a trademark.
Question:* Brand management was triggered by a single memo written by __________ and known as the ____________ in the branding world.
Answer: • Neil H. McElroy, The McElroy Memo
Question:* Which of the following statements is false?
Answer: • Brand importance is different for brands belonging to the same product category.
Question:* How is ephemera important to branding?
Answer: • It puts your brand in front of others and makes them an advertisement for your brand.
Question:* What are trademarks used for?
Answer: • To identify goods—physical commodities—whether natural, manufactured or produced.
Question:* What color represents trust and high quality in China?
Answer: • Black
Question:* What major industry has been trying to transform itself from commodity status through branding?
Answer: • Electric utilities
Question:* In America green represents life and environmental awareness. What does it represent in China?
Answer: • Infidelity
Question:* From a customer perspective, which of the following are not a function of the brand?
Answer: • Increased convenience.
