Marketing MCQs with Answers – Practice Online – Page 62

Question 1221 Creating Brand Equity

If consumers see no difference between brands, competition will most likely be based on what?

Correct answer B. Price

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Question 1222 Creating Brand Equity

When designing a brand portfolio, the main aim is always what?

Correct answer B. Maximum market coverage

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Question 1223 Creating Brand Equity

Which stage describes the depth of the customer’s relationship with a brand and how ‘in sync’ they feel with it?

Correct answer A. Brand resonance

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Question 1224 Creating Brand Equity

In brand extension, the existing brand that gives rise to an extension or sub-brand is called what?

Correct answer C. Parent brand

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Question 1225 Creating Brand Equity

What criteria are used for choosing brand elements?

Correct answer D. All of the above

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Question 1226 Creating Brand Equity

Together, esteem and knowledge create what in the BrandAsset Valuator?

Correct answer C. Brand stature

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Question 1227 Creating Brand Equity

The differential effect that brand knowledge has on consumer response to a brand’s marketing is called what?

Correct answer A. Customer based brand equity

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Question 1228 Creating Brand Equity

How effectively existing brand equity can be leveraged into a new product is considered what?

Correct answer D. Potential extensions

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Question 1229 Creating Brand Equity

Brands introduced mainly to compete with rivals and protect a flagship brand are classified as what?

Correct answer B. Flankers

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Question 1230 Creating Brand Equity

In the BrandAsset Valuator, how far a brand is seen as different, including its perceived leadership and momentum, is called what?

Correct answer D. Energized differentiation

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Question 1231 Creating Brand Equity

The overall brand discount rate is equal to the sum of which elements?

Correct answer D. Both A and B

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Question 1232 Creating Brand Equity

In the customer equity model, the number of prospects and the probability of winning them fall under which component?

Correct answer D. Acquisition

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Question 1233 Creating Brand Equity

The value of a well-known brand is typically over half of a firm’s what?

Correct answer D. Market capitalization

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Question 1234 Creating Brand Equity

The number and nature of common and distinctive brand elements across a company’s products is reflected in what?

Correct answer C. Brand architecture

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Question 1235 Creating Brand Equity

Which factor is included in the customer multiplier of the brand value chain?

Correct answer A. Customer size and profile

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Question 1236 Creating Brand Equity

A brand’s equity arises from consumers’ response to what?

Correct answer C. Differences

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Question 1237 Creating Brand Equity

Using the company brand name across all its products is referred to as which strategy?

Correct answer A. Branded house strategy

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Question 1238 Creating Brand Equity

Programmes designed to reward customers who buy frequently and in large amounts are known as what?

Correct answer C. Frequency programs

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Question 1239 Creating Brand Equity

Marketing messages sent only with the consumer’s consent and respecting their wishes are classified as what?

Correct answer D. Permission marketing

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Question 1240 Customer Driven Marketing Strategy

A firm operating in more than one country that gains production, marketing and financial advantages unavailable to domestic rivals is called what?

Correct answer A. Global firm

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