1.
What elements identify and distinguish a product?
A
A name, phrase, design, symbols
B
The logotype and slogan
C
The price, logo and design
2.
Is any word, device, or combination of these used to distinguish a seller’s products or services.
A
Branding
B
Brand equity
C
Brand name
3.
How do we call the added value of a brand?
A
Brand Personality
B
Brand Equity
C
Premium Brand
4.
How many steps does the customer - based brand equity pyramid have?
A
4
B
6
C
8
5.
What are the two dimensions of the second step in the customer-based brand equity pyramid?
A
Brand Performance and Brand imagery
B
Cunsumer judgements and feelings
C
Brand Performance and feelings
6.
Some criteria to pick a good brand name
A
The name should suggest the product benefits / should be simple.
B
The name of the brand must have the same name of the company
C
There are no criteria for choosing a brand name
7.
The brand name should have legal or regulatory restrictions?
A
Yes
B
No
C
Just regulatoy restrictions
8.
What is a consumer brand connection?
A
Consumer judgements and feeling of a brand.
B
The added value that the brand has in the mind of the consumer.
C
An intense, active loyalty relationship between consumers and the brand.
9.
Us as a marketers must establish a brand's meaning in the minds of consumers?
A
Yes
B
No
C
None
10.
Contractual agreement whereby one company (licensor) allows its brand name(s) or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee.
A
Brand licensing
B
Brand equity
C
Brand regulatory restrictions
11.
The name should fit the company or product image?
A
Yes
B
No
C
None
12.
A brand personality is a set of human characteristics associated with a brand name.
A
True
B
False
C
None
13.
There are four criteria to pick a good brand name
A
False
B
True
C
None
14.
Brand equity doesn´t provide a competitive advantage.
A
The statement is correct
B
The statement is incorrect
C
None
15.
Consumers are not often willing to pay a higher price for a product with brand equity
