Chapter 5 Self-test MCQs

. Rothwell says, "as a media agency, we think about four levels when promoting a brand to ensure it is globally recognisable built around 'STDC'". Which of the following is not part of the STDC framework?

See

Think

Drive

Care

. Berthon, Hulbert, and Pitt (1999) explain that brands perform a series of functions for both the buyer and the seller. Which of the following is a function for sellers?

The breeding of customer familiarity

Product identification that reduces search cost

Signal particular quality levels

Provide social status

. According to Keller and Swaminathan (2020) brand knowledge can be divided into two broad categories: _________ and ________

brand attitude, brand image.

brand attitude, brand strength.

brand awareness, brand image.

brand awareness, brand strength.

. Which level of branding entails a connection with a particular visual image as well as the brand and its history or heritage to separate the product from others because it has distinctive imagery associated with it?

Brand as a person

Brand as a company

Brand as a product

Brand as a symbol

. According to Aaker (1991) "brand equity" concept which of the following is not an asset that should be considered when examining the brand?

Brand awareness

Perceived quality

Brand loyalty

Brand attitude

. Aaker and Joachimsthaler (2000a) present their brand architecture relationship spectrum to demonstrate the various options that are possible for brand management. The array of brand options stretches from the ________ at one extreme to the _________ at the other extreme.

house of brands, branded house

branded house, endorsed brand

manufacturer's brand, branded house

house of brands, product-specific branding

. What is it called when the manufacturer puts another company's name on the product for them?

Sub-brand

Endorsed brand

Private brand

White brand

. Brands can achieve operational efficiencies from mechanisms such as _____ and _____

brand leveraging, co-branding.

brand cannibalization, sub-branding.

brand coopetition, co-branding.

brand leveraging, white labelling.

. How do you calculate advertising turnover?

Multiplying advertising expenditures by brand value on a year-by-year basis and examining trends

Dividing advertising expenditures by brand value on a year-by-year basis and examining trends

Dividing brand value by advertising expenditures on a year-by-year basis and examining trends

Multiplying advertising expenditures by brand value on a year-by-year basis and examining trends

. What does "values" represent in the brand wheel framework?

How the brand delivers its promise

The translation of the features into a series of benefit

Particular personality traits that are associated with the brand

Aspects of the firm in relation to its place in society

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