Questions

1. Tangible and intangible features like design, symbols, customer touch points, etc. differentiate the services and goods of one seller from another. These features create a psychological stimulus or trigger that causes associations with other ideas or thoughts about a seller. Which marketing term best fits this definition?

A) product

B) exchange process

C) brand

Correct Answer

C) brand

2. A leading brand evoking a favorable or disagreeable emotional or mental association with it is the definition of:

A) brand equity

B) brand loyalty

C) brand name

Correct Answer

A) brand equity

3. A critical part of a brand's message to the market and consumers is to not only be relevant to customers and build credibility, trust, and loyalty, but also present coherent message differentiation of its product or service from the competition. This type of coherent, unifying brand messaging is known as:

A) core value

B) brand messaging

C) consistency

Correct Answer

C) consistency

4. Why is a company's brand name an integral part of its brand identity?

A) It reflects the overall service or product positioning, image, and benefits.

B) It allows consumers to browse store shelves without the interference of preconceptions.

C) It creates a touch point that groups together the competition in a consumer’s mind.

Correct Answer

A) It reflects the overall service or product positioning, image, and benefits.

5. What aspect of marketing contains, protects, displays, increases the utility, and promotes a product, as well as conveying the product and brand messages?

A) promotion design

B) advertising message

C) packaging

Correct Answer

C) packaging

6. Who is a brand's “legal owner”?

A) the consumers and customers of the brand

B) generally the entity or person who legally filed the registration forms

C) an organization’s employees and management

Correct Answer

B) generally the entity or person who legally filed the registration forms

LICENSES AND ATTRIBUTIONS

Self Check: Elements of a Brand. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Brand Equity. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Brand Positioning and Alignment. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Name Selection. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Packaging. Provided by: Lumen Learning. License: CC BY: Attribution

Self Check: Brand Development Strategies. Provided by: Lumen Learning. License: CC BY: Attribution