Câu hỏi trắc nghiệm thương hiệu chương 4

1.
To choose a brand name, you would choose:

a. Long and confuse name
b. Easy-to-read and easy-to-remember names
c. Names with hieroglyphs
d. Strange and unrelated name
2. In naming guidelines, how many general criterias must be chosen?
a. 4
b. 5
c. 6
d. 7
3. Trademarked devices that help to identify and differentiate a brand from its
competitors are called ________.
a. Brand dilution
b. Brand extension
c. Brand elements
d. None of the above
4. A consumer’s ability to identify a brand, recall its performance and compare it with
other brands is called _________.
a. Brand portfolio
b. Brand extension
c. Brand bonding
d. Brand awareness
5. Why is brand name fundamentally important?

a. Because it is often captures the central theme or key associations of a
product in a compact and economical fashion.
b. Because it shows how the business wants to grow
c. Because it will make the business grow
d. All above are correct
6. How many things does the brand name based on to be the basis of its positioning?
A. 5
B. 6
C. 7
D. 8
7. _____________________ can both lower costs and/or improve demand.
A. Packaging innovations
B. Packaging changes
C. Package design
D. Packaging at the point of purchase
8. An integral part of product development and launch, _________ has become a more
sophisticated process.
A. Packaging changes
B. Slogans
C. Package design
D. Brand name
9. Which of the following is benefit of packaging?

A. New packages can also expand a market and capture new market segments.
B. Marketers must choose the aesthetic and functional components of packaging
correctly to achieve marketing objectives and meet consumers’ needs.
C. Innovations in printing processes now permit eye-catching and appealing graphics
that convey elaborate and colorful messages on the package at the “moment of
truth”—the point of purchase.
D. Aesthetic considerations govern a package’s size and shape, material, color, text,
and graphics.
10. Although _____________ can be expensive, they can be cost-effective compared

with other marketing communication costs.
A. Jingles
B. Packaging innovations
C. Packaging changes
D. Packaging at the point of purchase
11. An integral part of product development and launch, package design has
_______________
A. become a more sophisticated process.
B. confined primarily to radio.
C. been successfully introduced for hot dogs, pizzas, English muffins, frozen dinners,
and beer.
D. compared with other marketing communication costs. Firms change their
packaging for a number of reasons.
12. URLs (uniform resource locators) specify locations of pages on the Web and are also
commonly referred to as ____ names.
A. Domain
B. Brand
C. Website
D. Your
13. Logos and symbols are often easily recognized and can be a valuable way to ____:
A. Identify products
B. Avoid products
C. Evaluate products
D. Select products
14. Brand ____ is critical for URLs because it increases the likelihood that consumers
easily remember the URL to get to the site.
A. Awareness
B. Association
C. Recall
D. Recognition
15. Was the decision to change the logo easy?
A. Yes, it's all because of business innovation over time.
B. Yes, just redesign the logo
C. No, it takes a lot of time and it's not cheap
D. No, changing the logo will make customers forget the brand
16. The Mercedes-Benz logo is an image of a 3-pointed star representing the 3 elements
of earth, water and air with the desire to bring its products to dominate all over the world
from the ground, under the sea to above God. This is example for:
A. Word-mark
B. Coporate name
C. Corporate activities
D. Abstract logo
multiple choice questions:
17.Slogans are_______________ that communicate descriptive or persuasive information

about the brand.
A. powerful branding devices

B. short phrases
C. playing off
D. updated over time
18.One advantage of fictitious or animated characters is that their appeal can be

more___________ than that of real people.
understand and categorize

playing off the brand name
enduring and timeless
descriptive or persuasive information
19. Others build brand awareness even more explicitly by making strong links between
the_____ and the product category
awareness/image
love/romance
brand/corresponding
image/equity
20.Slogans can be more_____ and more_______ than just ad tag lines, though
campaign-specific tag lines may help reinforce the message of a particular campaign
instead of the brand slogan for a certain period of time.
image/equity
fictitious/animated
expansive/enduring
recognition/acceptance
21.Once a slogan achieves such a high level of_______________ , it may still contribute
to brand equity, but probably as more of a reminder of the brand.
recognition/acceptance
fictitious/animated
strongly/overexposed
Positioning/vision
22.Recognize how the slogan is contributing to__________ , if at all, through enhanced
awareness or image.
Brand equity
Brand chartering
Brand planning
Brand extension
23. Characters often must be updated over time so that their________ remain relevant to
the target market.
revenue and additional
image and personality
elements and actually
modern and appealing
24.This combination of superior product___________ user imagery is a powerful

platform on which to build brand image and equity.
likeability and help
performance and aspirational
magic and fun
revenue and additional
25. The human element of brand characters can enhance___________ and help create
perceptions of the brand as fun and interesting.
Transferability
Adaptability
Protectability
Likeability
26.Brand characters can be so attention getting and well liked that they dominate other
brand elements and actually______________ brand awareness.
dampen
Sameness
Synergy
metonym
27. Which one has the brand's security factor?
O a. O b. Protectability
O b. Likability
O c. Transferability
d meaningfulness
28. Which one here is not in the defensive role to take advantage and maintain brand
equity?
a) Transferability
b) Adaptability
c) Likability
d) Protectability
29. What are the particularly important criteria of brand meaning?
a) General information about the nature of the product category

b) Brand elements may take on all kinds of meanings, with either descriptive or
persuasive content.
c) Other associations indirectly transferred to the brand by linking it to some other
entities
d) The initial choices for the brand elements
30. The brand knowledge differential effect on consumer mind with the help of marketing
of the specific brand is considered as
a) marketers brand equity
b) customer based brand equity
c) knowledge-based equity
d) effective brand equity

31. How many steps are there in the naming procedure?
A. 4
B. 5
C. 6
D. 7
32. The third step in the naming procedure:
A. Collect more extensive information about each of the final 5–10 names.
B. Screen all the names against the branding objectives and marketing considerations
identified in step 1 and apply the test of common sense to produce a more manageable
list.
C. Conduct consumer research to confirm management expectations about the

memorability and meaningfulness of the remaining names.
D. Recognize the role of the brand within the corporate branding hierarchy and how it
should relate to other brands and products.
33. Because they are versatility, often nonverbal, transfer well across cultures and over
a range of product categories. This is the advantage of ... when building a brand?
a. Logos
b. Brand names
c. URLs
d. Symbols
34. What is the difference between a Brand names and Logos?

a. Logos can be easily adapted over time to achieve a more contemporary look than
brand names
b. Brand names can be easily adapted over time to achieve a more contemporary look
than Logos.
c. Brand names can be easily adapted over time but can not adapted to achieve modern
as Logos.
d. Logos can be easily adapted over time but can not adapted to achieve modern as
Brand names.
35. It can be so attention getting and well liked that they dominate other brand
elements and actually dampen brand awareness. Which of the following is the answer?
a. Brand characters
b. Brand names
c. Brand’s Slogan
d. Brand’s Logo
36. “They are powerful branding devices because they can extremely effective
shorthand for building brand equity.” This is the similarities between which two
branding devices?
a. Slogans and brand names
b. slogans and Logos
c.Brand names and Logos
d. Slogans and Symbols.
37. What branding devices can function as useful “hooks” or “handles” to help
consumers grasp the meaning of a brand—what it is and what makes it special.
a. Brand names
b. Slogans
c. Logos
d. Symbols.
38. Jingles are perhaps most valuable in enhancing what?
a. Brand awareness
b. Brand names
c. Brand association
d. Brand’s Slogans
39. Structural of “it” innovations can create a point-of-difference that permits a higher
margin. The new of “it” can also expand a market and capture new market segments.
What is the name of “ it” - the element mentioned here?
a. packaging
b. Jingles
c. Slogans
d. Brand names
40. The cohesiveness of the brand identity depends on the extent to which ... ??
a. the brand elements are consistent.
b. the brand names and Slogans are consistent.
c. the brand association to the brand elements.
d. the brand elements are consistent to brand association.
41. "Based on all the information collected from the previous step, management should
choose the name that maximizes the firm’s branding and marketing objectives and then
formally register it." This is which step of Naming Procedures?
a. step 1. Define objectives
b. step 2 Generate names.
c. step 4 Select the final name
d. step 6 Select the final name
42. What brand elements can be the most difficult element for marketers to change ,so
they need systematically research them before making a choice?
a. Brand names
b. brand’s Logos
c. brand’s Slogans
d. brand’s Symbols
43. Amazon connotes a massive South American river and therefore as a brand can be
appropriate for a variety of different types of products. Which criteria in this case did
they apply for choosing brand elements?
a. Memorable
b. Adaptable
c. Transferable
d. Likable
44. "Flexible" and "Updatable" are elements of what criteria for choosing brand
elements?
a. Memorable
b. Adaptable
c. Transferable
d. Likable
45. "Specific information about particular attributes and benefits of the brand" is one of
two particularly important, in one what criteria belongs to six criteria for choosing brand
elements?
a. Meaningfulness
b. Adaptable
c. Transferable
d. Likable
46. What elements of the brand said that brand elements can be rich in imagery and
inherently fun and interesting, even if not always directly related to the product?
a. Memorability
b. Meaningfulness
c. Likability
d. Adaptability
47. The first three criteria—memorability, meaningfulness, and ....?—are the marketer’s
offensive strategy and build brand equity.
a. Likability
b. Meaningfulness
c. Memorability
d. Adaptability
48. The latter three criteria of criteria for choosing brand elements play a defensive role
for leveraging and maintaining brand equity in the face of different opportunities and
constraints are what?
a. memorability, meaningfulness, and likability
b. Transferability, Adaptability, Protectability
c. memorability, Adaptability, Protectability
d. memorability, Adaptability, likability
49. The first three criteria are the marketer’s offensive strategy and build brand equity.
What are first three criteria?
a. memorability, meaningfulness, likability
b. Transferability, Adaptability, Protectability
c. memorability, Adaptability, Protectability

d. memorability, Adaptability, likability
50. The latter three criteria :Transferability, Adaptability, Protectability - play a defensive
role for leveraging and maintaining ... in the face of different opportunities and
constraints?
a. brand equity
b. brand awareness
c. brand association
d. brand elements

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1.

To choose a brand name, you would choose:

5. Why is brand name fundamentally important?

9. Which of the following is benefit of packaging?

10. Although _____________ can be expensive, they can be cost-effective compared

17.Slogans are_______________ that communicate descriptive or persuasive information

A. powerful branding devices

18.One advantage of fictitious or animated characters is that their appeal can be

understand and categorize

24.This combination of superior product___________ user imagery is a powerful

27. Which one has the brand's security factor?

29. What are the particularly important criteria of brand meaning?

a) General information about the nature of the product category

a) marketers brand equity

b) customer based brand equity

d) effective brand equity

32. The third step in the naming procedure:

C. Conduct consumer research to confirm management expectations about the

34. What is the difference between a Brand names and Logos?

a. memorability, meaningfulness, and likability

b. Transferability, Adaptability, Protectability

c. memorability, Adaptability, Protectability

d. memorability, Adaptability, likability

a. memorability, meaningfulness, likability

b. Transferability, Adaptability, Protectability

c. memorability, Adaptability, Protectability

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