SBM Oneword

P16MS3M3                 STRATEGIC BRAND MANAGEMENT                SET 1

1. Firm uses any existing brand to introduce in market as a new product, brand is classified as

A. brand extension

B. sub-brand

C. parent brand

D. product extension

 

2. Branding strategy is also called

A. brand architecture

            B.  branding rate

C.  brand earnings

D.  brand responsiveness

 

3. When companies combine existing brand with new brands, brands are called

A. parent brand

B. product extension

C. brand extension.

D.  sub-brand

 

4. Parent brand if it is associated with multiple products in brand extension is called

A. family brand

B. product extension

C. sub-product

D. parent company

 

5. Brand which is result of extension in brand or sub-brand is classified as

A. brand extension

B.  sub-brand

C. parent brand

D. product extension

 

6. An analysis of long term marketing impacts through measuring brand equity is called

1. customer's metrics pathway
2. unit metrics pathway
3. cash-flow metrics pathway
4. brand metrics pathway

Answer D

7.  Comparison of brand equity from thousands of different brands with several categories is called

1. brand preference valuator
2. brand asset valuator
3. brand similarities valuator
4. brand differences valuatornswer B

8.  When brand equity is based on customer differences then competition, it is based on

1. price
2. cost
3. preferences
4. loyaltyswer A

9. Process of how effectively existing brand equity has leveraged to a new product is considered as

1. potential extensions
2. lifetime extensions
3. bait extensions
4. visual extensions

10. Strategy of using individual family brand names is referred as

1. house of brands
2. strategy house
3. house of products
4. extended strategyAnswer A

11. Branding strategies alternatively use by marketer's does not include

1. individual brand names
2. company brand name
3. sub-brand name
4. variant brandD

12.  Offering of all brands and brand lines by a particular Company is considered as

1. Company portfolio
2. brand portfolio
3. brand line portfolio
4. corporate portfolioAnswer B

13.  In designing brand portfolio, focus is always on

1. maximum market coverage
2. minimum market coverage
3. categorize market coverage
4. brand house coverageAnswer A

14. When bands are introduced to compete with competitor

1. flankers
2. competitive
3. variant brand
4. sub variant brands

15. An idea for a possible product that company will offer is classified as

1. product idea
2. product image
3. customer management
4. none of aboveAnswer A

16. Major sources of ideas for product development comes from

1. internal sources
2. external sources
3. product lines extension
4. both a and bAnswer D

17. In new product development process, after analysis of business next step to be taken is

1. test marketing
2. One channel marketing
3. penetration marketing
4. individual marketingswer A

18. When new developed product concept is tested, next immediate step is to

1. develop market strategy
2. develop a testing technique
3. develop intermediaries
4. develop logistic network

Answer A

19. Detailed stated version of shortlisted new ideas in meaningful consumer terms is best classified as

1. product concept
2. production phase
3. production screening
4. raw-material screening

A20. Products that are bought without detailed comparisons are best classified as

1. sought products
2. unsought products
3. less convenient products
4. convenient productsswer D

21. Products that consists of activities and benefits offered for sale are called

1. product membership in category
2. services
3. market segmentation
4. pricing of productswer B

22. Paints, nails and brooms are classic examples of

1. unsought specialty products
2. business services
3. accessory equipment
4. business advisory serviceser B

23. Supplies such as lubricants, coal, paper and pencils are best classified as

1. operating supplies
2. repair and maintenance supplies
3. business advisory services
4. consumer specialty product

24. Product quality level is considered as part of

1. actual product
2. augmented product
3. de-augmented product
4. customer value

A25. Product line stretching in which company serves middle market wants, to enter in low priced product as well as high priced product line is called

1. left-market stretch
2. down-market stretch
3. up-market stretch
4. Two-way stretch D

26. Product line stretches in which a Company wants to enter into new high end market to seek higher margins and more growth opportunities is called

1. left-market stretch
2. down-market stretch
3. up-market stretch
4. Two-way stretchAnswer C

27. Product line stretching in which a Company wants to introduce low priced product line to seek strong growth opportunities are classified as

1. down-market stretch
2. up-market stretch
3. Two-way stretch
4. left-market stretchAnswer A

28. Technique according to which Company can lengthen product line beyond current carrying range of products is classified as

1. line consistency
2. line stretching
3. line filling
4. line depthswer B

29. Technique for product line length in which Company wants to add more product items in present range is classified as

1. line deepening
2. line filling
3. line stretching
4. line consistency

30. The following is the preliminary stage of Production planning

(A) Capacity planning

(B) Material requirements planning

(C) Scheduling

(D) Product development and design

 

31. The following is the source(s) for developing new or improved product

(A) Research and Development department of the enterprise

(B) Consumer suggestions and Complaints

(C) Other competitive products in the market

(D) All of the above

 

32. Product cost can be reduced by considering the following aspect(s) at the design stage

(A) Minimum number of operations

(B) Unnecessary tight tolerance should not be provided

(C) Design should consist of standard parts

(D) All of the above

 

33. The ultimate objective of the product is

(A) To provide a new look

(B) Utilizing existing manpower

(C) To monopolize the market

(D) All of the above

 

34. Based on their field of application, manufactured goods can be classified as

(A) Primary, Secondary and Tertiary

(B) Consumer, Capital and Defense

(C) Essential, Market and Standard

(D) Primary, Luxury and Consumer

 

35. The following aspect of product is concerned with the ease and efficiency of the product performance

(A) Functional aspect

(B) Operational aspect

(C) Durability aspect

(D) Aesthetic aspect

 

36. The “simplicity to operate and easy to understand” of product is concerned with its following aspect

(A)     Functional aspect

(B)     Operational aspect

(C)     Durability aspect

(D)     Aesthetic aspect

 

37. ______ helps in establishing the interchangeability of products

(A) Standardization

(B) Simplification

(C) Diversification

(D) Specialization

 

38.  In which of the following type the manufacturing cost may go up

(A)     Standardization

(B)     Simplification

(C)     Diversification

(D)     All of the above

 

39.  Product ______ is the ultimate objective of variety reduction

(A) Simplification

(B) Standardization

(C) Specialization

(D) All of the above

 

40. The following eases the process of stock control

(A) Standardization

(B) Simplification

(C) Both ‘A’ and ‘B’

(D) None of the above

 

 

 

Answers              SET1                       STRATEGIC BRAND MANAGEMENT                           P16MS3M3

1 –a, 2-a, 3-d, 4-a, 5-c, 10-a, 11- d, 12- b, 13- a, 14- a,15- a,16- d,17- a,18- a ,19-a , 20-d,21-b,22-b,23-a,24-a. 25-d,26- c,27- a,28- b,29- b. 30-D,31-D,32-D,33-C,34-B,35-A,36-A,37-A,38-C,39-C,40-C

 

 

MCQ – STRATEGIC BRAND MANAGEMENT     Code:P16MS3M3       SET-2

 

1- The following is the preliminary stage of Production planning

(A) Capacity planning

(B) Material requirements planning

(C) Scheduling

(D) Product development and design

 

2- The following is the source(s) for developing new or improved product

(A) Research and Development department of the enterprise

(B) Consumer suggestions and Complaints

(C) Other competitive products in the market

(D) All of the above

 

3- Product cost can be reduced by considering the following aspect(s) at the design stage

(A) Minimum number of operations

(B) Unnecessary tight tolerance should not be provided

(C) Design should consist of standard parts

(D) All of the above

 

4- The ultimate objective of the product is

(A) To provide a new look

(B) Utilizing existing manpower

(C) To monopolize the market

(D) All of the above

 

5- Based on their field of application, manufactured goods can be classified as

(A) Primary, Secondary and Tertiary

(B) Consumer, Capital and Defense

(C) Essential, Market and Standard

(D) Primary, Luxury and Consumer

 

6- The following aspect of product is concerned with the ease and efficiency of the product performance

(A) Functional aspect

(B) Operational aspect

(C) Durability aspect

(D) Aesthetic aspect

 

7- The “simplicity to operate and easy to understand” of product is concerned with its following aspect

(A)     Functional aspect

(B)     Operational aspect

(C)     Durability aspect

(D)     Aesthetic aspect

 

8- ______ helps in establishing the interchangeability of products

(A) Standardization

(B) Simplification

(C) Diversification

(D) Specialization

 

9- In which of the following type the manufacturing cost may go up

(A)     Standardization

(B)     Simplification

(C)     Diversification

(D)     All of the above

 

10- Product ______ is the ultimate objective of variety reduction

(A) Simplification

(B) Standardization

(C) Specialization

(D) All of the above

 

11-The following eases the process of stock control

(A) Standardization

(B) Simplification

(C) Both ‘A’ and ‘B’

(D) None of the above

 

12-The following is the Durability aspect(s) of a product

(A) Efficiency of the product

(B) Easy to understand

(C) Ease with which a product can be maintained

(D) All of the above           

 

13. A strong brand commands
(A) Intense consumer loyalty
(B) Intense employer loyalty
(C) Intense employee loyalty
(D) None of the above

14. "Worldwide Leader in Sports"is the tagline of
(A) Star Sports
(B) Ten Sports
(C) ESPN
(D) None of the above.

15. In strategic brand management, focus is on
(A) Brand positioning
(B) Brand marketing
(C) Brand performance
(D) All of the above


16. Which of the following statement is true?
(A) Branding helps to organize inventory
(B) Branding helps in getting a competitive advantage
(C) Brand signals a certain level of quality
(D) All of the above

17. Marketers can apply a branding on
(A) Physical good
(B) A service
(C) A store and organization
(D) All of the above

18. God's own country is a name given to
(A) Madhya Pradesh
(B) Kerala
(C) Karnataka
(D) None of the above

19. _________ is the first tourist board in India to register its brands.
(A) Kerala tourism
(B) Madhya Pradesh Tourism
(C) Gujarat Tourism
(D) None of the above

20. ___________is the added value endowed on services and products.
(A) Brand value
(B) Brand strategy
(C) Brand equity
(D) None of the above

21. There are __________ key elements of customer-based brand equity.
(A) Four
(B) Five
(C) Three
(D) None of the above

22. Brand equity is a result of
(A) Similarity in consumer response
(B) Differences in consumer response
(C) a & b
(D) None of the above

23. Differences in response are a result of
(A) Consumers loyalty
(B) Consumers liking
(C) Consumer disliking
(D) Consumer knowledge

24. Differential response by consumers resulting in brand equity can be seen in
(A) Perceptions
(B) Preferences
(C) Behavior
(D) All of the above

25. What is more important in brand equity?
(A) Quality
(B) Quantity
(C) Customer perception
(D) None of the above

26. A ____________ can be defined as the marketers vision of brand and what is should do for consumers.
(A) Brand exploration

(B) Brand promise
(C) Brand  creation
(D) None of the above

 

27. In Brand Asset Valuator model, there are _______ components of brand equity.
a) Four
b) Five
c) Three
d) None of the above

28.In Brand Asset Valuator model, _____________ measures the degree to which a brand is perceived from others.
a) Promotion
b) Relevance
c) Energy
d) Differentiation

29. In Brand Asset Valuator model, ________measures the brand's sense of momentum.
a) Promotion
b) Relevance
c) Energy
d) Differentiation

30. In Brand Asset Valuator model, ___________ measures the breadth of a brand's appeal.
a) Promotion
b) Relevance
c) Energy
d) Differentiation

31. In Brand Asset Valuator Model, __________measures how well the brand is respected and regarded.
a) Promotion
b) Relevance
c) Energy
d) Differentiation

32. In Brand asset valuator model, _____________ measures how intimate and familiar consumers are with the brand.
a) Promotion
b) Relevance
c) Energy
d) Knowledge

33. In Brand Asset valuator model, Energized brand strength is formed of
a) Differentiation, energy and relevance
b) Esteem and knowledge
c) Differentiation and knowledge
d) None of the above

34. In Brand Asset valuator model, Brand stature is formed of
a) Energy and relevance
b) Esteem and knowledge
c) Energy and knowledge
d) Esteem and relevance

35. In Brand Asset valuator model, Energized brand strength point to the
a) Present strength
b) Past performance
c) Brand's Future value
d) None of the above

36. In Brand Asset Valuator model, Brand stature represents
a) Past performance
b) Present strength
c) Future value
d) None of the above

37. As per Brand Asset Valuator Model, strong new brands show
a) Higher levels of differentiation
b) Lower levels of differentiation
c) Higher esteem
d) All of above are false

38. As per Brand Asset Valuator Model, leadership brands show
a) High levels on all dimensions
b) Low level on all dimensions
c) High at esteem and knowledge
d) None of the above

39. In Brand Asset Valuator Model, declining brands show
a) High knowledge
b) High energy
c) High level of differentiation
d) None of the above

40. As per BRANDZ model of brand strength, brand building sequential steps are
a) Relevance, Presence, Performance, Advantage, Bonding
b) Presence, Relevance, Performance, Advantage, Bonding
c) Bonding, Advantage, Performance, Relevance, Presence
d) None of the above

 

P16MS3M3       STRATEGIC BRAND MANAGEMENT MCQ      SET-2

1-D,2-D,3-D,4-C,5-B,6-A,7-A,8-A,9-C,10-C,11-C,12-C, 13-A,14-C,15-D,16-D,17-D,18-B,19-A,20-C,21-C,

22-B,23-D,24-D,25-A,26-B,27-B,28-D,29-C,30-C,31-B,32-D,33- ,34-A,35-B,36-C,37-A,38-C,39-A,40-A,

 

P16MS3M3                 STRATEGIC BRAND MANAGEMENT                SET 3

1. As per AAKER Model, brand management commences with developing
a) Brand identity
b) Brand awareness
c) Brand equity
d) None of the above

2. The _________ emphasizes the duality of brands.
a) Brand resonance model
b) AAKER Model
c) Brand asset valuator model
d) BRANDZ Model

3. Master is an example of
a) Brand resonance model
b) AAKER Model 
c) Brand asset valuator model
d) BRANDZ Model


4. _____ can be explained as how easily and how often customers think of brand under several consumption or purchase situations.
a) Brand salience
b) Brand performance 
c) Brand Judgments
d) Brand Imagery 

5. ___________ is how well the service or products fulfill customers functional needs.
a) Brand salience
b) Brand performance 
c) Brand Judgments
d) Brand Imagery

6. _____________ explains the intrinsic properties of the service or product.
a) Brand salience
b) Brand performance 
c) Brand Judgments
d) Brand Imagery

7. _________ lays emphasis on customers own personal evaluations and opinions.
a) Brand salience
b) Brand performance 
c) Brand Judgments
d) Brand Imagery

8. _____________ can be stated as customers' emotional reactions and responses with respect to the brand.
a) Brand salience
b) Brand performance 
c) Brand feelings
d) Brand Imagery

9. __________indicates the nature of the relationship customers share with the brand and the limit to which they are in sync with.
a) Brand salience
b) Brand performance 
c) Brand feelings
d) Brand Imagery

10.  In product hierarchy, specific need that causes to seek existence of particular product family is classified as

1. product line
2. product class
3. need family
4. product family

11. In marketing channels, channel level of company selling its products through retailers, wholesalers, sales agents and brokers is classified as

1. Two-level channel
2. Three-level channel
3. One-level channel
4. Zero-level channel

12. Business buyers seek benefits in economic, social and technical terms and in total classified as

1. highest benefit package
2. lowest benefit package
3. medium benefit package
4. initiating benefit package

 

13. Pricing strategy practiced by company according to which prices are high for products at introduction stage and drops overtime is classified as

1. push pricing strategy
2. market penetration pricing
3. market skimming pricing
4. quality leadership pricing

14. Factor which does not lead in product price increasing is

1. cost inflation
2. over demand
3. anticipatory pricing
4. predatory pricing

15. Extent to which value shown by market performance is shown in shareholder value is considered as

1. customer multiplier
2. program multiplier
3. market multiplier
4. customer multiplier

 

16. Ways in which channel alternatives differ from each other are

1. number of intermediaries
2. types of intermediaries
3. responsibilities of channel members
4. all of above

17. Parent brand introducing new product within existing category is considered as

1. line extension
2. category extension
3. parent extension
4. brand extension

18. Anything that can be offered by any manufacturers in market to satisfy demands is classified as

1. product
2. service
3. core benefit
4. potential product

19. A written document that summarizes marketing objectives and how to achieve them is called

1. corporate plan
2. strategic plan
3. marketing plan
4. marketing objective

20.  In BVA, measurement of loyalty perceptions and how well brand is respected is classified as

1. esteem
2. perceived esteem
3. energized esteem
4. energized similarities

 

21. Relatively high priced brands offer by company are classified as

1. low end prestige
2. high end prestige
3. open end prestige
4. close end prestige

22. Product or service that can be differentiated competitor

1. customized brands
2. super brands
3. brand
4. value products

23. Endowment of products or services with power of specific name or logo is considered as

1. branding
2. packaging
3. advertising
4. valuing

 

24. State which describes how well market offering fulfill customer's needs is considered as

1. brand imagery
2. brand feelings
3. brand salience
4. brand performance

25. Number of acquisition and its prospect depends on

1. add-on spending
2. retention
3. visualization
4. acquisition

26. value of well-known brand is typically half of firm's

1. market finance
2. market capitalization
3. actual finance
4. asset total value

27. Number of common and distinctive elements of brand are reflected as

1. brand earnings
2. brand responsiveness
3. brand architecture
4. branding rate

 

28. Customer multiplier includes

1. customer size and profile
2. clarity
3. relevance
4. risk profile

29. Particular brand's equity arises from consumer's response

1. similarities
2. differences
3. knowledge
4. equity

30. Brand knowledge differential effects on consumer mind with help of marketing of specific brand is considered as

1. marketer's brand equity
2. customer based brand equity
3. knowledge based equity
4. effective brand equity

31. Process of how effectively existing brand equity has leveraged to a new product is considered as

1. potential extensions
2. lifetime extensions
3. bait extensions
4. visual extensions

32. When bands are introduced to compete with competitor

1. flankers
2. competitive
3. variant brand
4. sub variant brands

33. In BVA, degree through which brand is seen different with its perceived leadership and momentum is classified as

1. energized differentiation
2. energized similarities
3. perceived differences
4. perceived similarities

34. Overall brand discount rate is equal to sum of

1. brand risk premium
2. risk free rate
3. brand earnings
4. both a and b

35. In designing brand portfolio, focus is always on

1. maximum market coverage
2. minimum market coverage
3. categorize market coverage
4. brand house coverage

 

36. Stage which describes extent of customer relationship and feels 'in sync' in it is best considered as

1. brand emotions
2. brand conversation
3. brand judgments
4. brand resonance

37. Brand which is result of extension in brand or sub-brand is classified as

1. brand extension
2. sub-brand
3. parent brand
4. product extension

38. Criteria for choosing brand elements are classified as

1. memorable
2. meaningful
3. likeable
4. all of above

39. Esteem and knowledge together can create

1. brand awareness
2. brand knowledge
3. brand stature
4. brand value

40.  Feelings, experiences, beliefs and thoughts associated with any specific product are included in

1. customer preferences
2. product similarities
3. brand knowledge
4. product difference

P16MS3M3    STRATEGIC BRAND MANAGEMENT ANSWERS  SET 3

1-B,2-A,3-A,4-A,5-A,6-B,7-D,8-C,9-C,10-C,11-B,12-A,13-C,14-D,15-C,16-D,17-A,18-A,19-C,20-A,21-B,22-C,23-A,24-D, 25-D,26-B,27-C,28-A,29-B,30-B,31-A,32-A,33-A,34-D,35-A,36-D,37-C,38-D 39-C,   40-C,