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[#100] |
Changing the packaging in a brand extension has ... |
single_choice |
|
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[#99] |
Which factors are relevant when evaluating brand extension candidates? |
single_choice |
|
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[#98] |
Which type of effect does marketing support have on retailer acceptance? |
single_choice |
|
|
[#97] |
A brand extension transfer always uses which aspects of an existing brand? |
single_choice |
|
|
[#96] |
Which of the following are changed in a line extension? |
single_choice |
|
|
[#95] |
Online sales have ... |
single_choice |
|
|
[#94] |
In trademark coexistence, two companies ... |
single_choice |
|
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[#93] |
A European trademark is valid in ... |
single_choice |
|
|
[#92] |
Which of the following can be trademarked? |
single_choice |
|
|
[#91] |
Which of the following protects trademarks? |
single_choice |
|
|
[#90] |
Interbrand’s valuation method is an example of a ... |
single_choice |
|
|
[#89] |
Behavioral approaches to brand valuation focus on ... |
single_choice |
|
|
[#88] |
Which of the following is a financial approach to brand valuation? |
single_choice |
|
|
[#87] |
Which of the following are included in brand tracking? |
single_choice |
|
|
[#86] |
Which of the following is an instrument of brand controlling? |
single_choice |
|
|
[#85] |
Suppliers are interested in a brand’s ... |
single_choice |
|
|
[#84] |
The objective of employer branding is to ... |
single_choice |
|
|
[#83] |
Which of the following is of interest to financial stakeholders? |
single_choice |
|
|
[#82] |
Which of the following is not a component of brand authenticity? |
single_choice |
|
|
[#81] |
Which of the following are not external stakeholders? |
single_choice |
|
|
[#80] |
Which of the following belongs to the category “social publishing?” |
single_choice |
|
|
[#79] |
Which of the following are not “paid for” digital media? |
single_choice |
|
|
[#78] |
Which of the following can be used for product placement? |
single_choice |
|
|
[#77] |
Which of these is an objective of brand communication? |
single_choice |
|
|
[#76] |
Which kind of response should brand communication generate? |
single_choice |
|
|
[#75] |
What is co-branding used for? |
single_choice |
|
|
[#74] |
Vertical brand alliances involve brands from ... |
single_choice |
|
|
[#73] |
What is a driver? |
single_choice |
|
|
[#72] |
Which of the following are types of brands? |
single_choice |
|
|
[#71] |
Brand portfolios and brand architecture are ... |
single_choice |
|
|
[#70] |
Customized uniformity involves making changes to ... |
single_choice |
|
|
[#69] |
Which of the following is not an issue of global brands? |
single_choice |
|
|
[#68] |
A global brand portfolio consists of ... |
single_choice |
|
|
[#67] |
How many strategic alternatives are there for the international marketing mix? |
single_choice |
|
|
[#66] |
Which of the following is a reason for marketing brands internationally? |
single_choice |
|
|
[#65] |
In trademark licensing ... |
single_choice |
|
|
[#64] |
What kind of risk comes with launching a new brand? |
single_choice |
|
|
[#63] |
What does brand reinforcement mean? |
single_choice |
|
|
[#62] |
What is the purpose of brand portfolio management? |
single_choice |
|
|
[#61] |
A brand portfolio consists of ... |
single_choice |
|
|
[#60] |
Which of the following is true about brand personality? |
single_choice |
|
|
[#59] |
Ideally, brand identity and brand image are ... |
single_choice |
|
|
[#58] |
Positioning is relative to ... |
single_choice |
|
|
[#57] |
Which of the following are brand elements? |
single_choice |
|
|
[#56] |
Brand identity is created by ... |
single_choice |
|
|
[#55] |
The overall goal of brand management is to ... |
single_choice |
|
|
[#54] |
Globalization creates pressure from which kind of competitor? |
single_choice |
|
|
[#53] |
Brand experience refers to creating which kind of bonding? |
single_choice |
|
|
[#52] |
Brands create value for companies in which areas? |
single_choice |
|
|
[#51] |
Which of the following can be branded? |
single_choice |
|
|
[#50] |
Name 4 examples for successful brand positioning and explain it. |
text |
|
|
[#49] |
Describe POP's and POD's in detail. |
text |
|
|
[#48] |
What is the standard positioning formula? |
text |
|
|
[#47] |
Positioning formula |
text |
|
|
[#46] |
Positioning a brand is the result of an analysis of the following questions: |
text |
|
|
[#45] |
What is the aim of Positioning? |
text |
|
|
[#44] |
Define brand positioning. |
text |
|
|
[#43] |
What are six criteria for choosing brand elements according to Keller and Swaminathan (2020)? |
text |
|
|
[#42] |
Define Brand elements. |
text |
|
|
[#41] |
Describe the Brand Identity Prism on the Polo Ralph Lauren's example. Use sketch. |
text |
|
|
[#40] |
What facets does brand identity have, according to Kapferer? |
text |
|
|
[#39] |
Describe Dimensions of Brand Identity based on Aaker. Use the sketch. |
text |
|
|
[#38] |
What is Aaker's definition of brand identity? |
text |
|
|
[#37] |
Define a brand identity in general. |
text |
|
|
[#36] |
Explain the Strategic Brand Management Process. |
text |
|
|
[#35] |
What are tasks of brand management? |
text |
|
|
[#34] |
What is goal of brand management? |
text |
|
|
[#33] |
What is brand management? |
text |
|
|
[#32] |
What are Private label brands? |
text |
|
|
[#31] |
Define brand experience |
text |
|
|
[#30] |
___________________ is a balance sheet asset for companies. |
text |
|
|
[#29] |
A ________________ identifies a company as being the owner of the brand and prevents other companies from using it. |
text |
|
|
[#28] |
Define trademarks. |
text |
|
|
[#27] |
Brand building is a time consuming and expensive process for companies, with no guarantee
of a healthy return on investment. So, why do they do it? |
text |
|
|
[#26] |
High ______________________ leads
consumers to develop
strong preferences for a
brand and buy it repeatedly. |
text |
|
|
[#25] |
______________________ also leads to quicker and more efficient purchasing decisions as alternative brands do not need to be considered (Kapferer, 2012; Keller… |
text |
|
|
[#24] |
What are main benefits and functions of brands for consumers? |
text |
|
|
[#23] |
________________ relates to the associations consumers have with the brand. |
text |
|
|
[#22] |
Explain the difference between brand recognition and brand recall. Name examples. |
text |
|
|
[#21] |
Define brand recall. |
text |
|
|
[#20] |
__________________________ refers to consumers’ ability to retrieve from memory a brand to which they have been exposed after they are provided with a cue for … |
text |
|
|
[#19] |
Define brand recognition |
text |
|
|
[#18] |
________________________, which refers to the strength of the brand in the consumer’s memory,
consists of brand recognition and brand recall. |
text |
|
|
[#17] |
Brand awareness consists of two elements. Which ones? |
text |
|
|
[#16] |
What two elements are key in generating the brand knowledge? |
text |
|
|
[#15] |
What is Brand image? |
text |
|
|
[#14] |
What is Brand awareness? |
text |
|
|
[#13] |
What is customer-based brand equity? |
text |
|
|
[#12] |
Define a brand according to International Organization for Standardization (ISO). |
text |
|
|
[#11] |
Define a brand according to American Marketing Association. |
text |
|
|
[#10] |
List four reasons that would encourage a washing powder manufacturer to engage in
line extensions such as washing liquids, gels, and pearls. |
text |
|
|
[#9] |
List the characteristics of suggestive marks and name one example of such a mark |
text |
|
|
[#8] |
Explain the connection between international branding decisions and the marketing mix |
text |
|
|
[#7] |
Which of the following refers to brand awareness? |
single_choice |
|
|
[#6] |
Which of these four strategic options for international marketing does Apple follow with
the iPhone? |
single_choice |
|
|
[#5] |
What happens if a brand is not clearly positioned? |
single_choice |
|
|
[#4] |
Which of the following is an advantage of social media in brand communication? |
single_choice |
|
|
[#3] |
Who owns the brand name Persil? |
single_choice |
|
|
[#2] |
Which of the following does not determine brand personality? |
single_choice |
|
|
[#1] |
Which of the following statements is incorrect? |
single_choice |