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Marketing Management Study Set 10

Business

Quiz 7 :

Brands

Quiz 7 :

Brands

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James can relate to Google because he views himself and Google as innovative.
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True False
Answer:

Answer:

True

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Logos are shapes and symbols that may begin with little inherent meaning, but are associated with the brand.
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True False
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Answer:

True

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William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand.
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True False
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Answer:

True

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The U.S. Patent and Trademark office issues more than 300,000 new brands each year.
True False
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Cognitive maps show what a person thinks when they think of a brand.
True False
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The meaning of a brand name is built over time.
True False
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Reliability implies a consistency or predictability in the performance of the product.
True False
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A brand usually begins with inherent meaning.
True False
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A brand is first and foremost a name.
True False
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Brands convey information to customers.
True False
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A good brand goes beyond labeling a product. It is a portfolio of qualities connected with that name.
True False
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Brand names must have an inherent meaning.
True False
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Customers who participate in repeat purchasing are willing to pay premium prices for the brands they value.
True False
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Jasmine is a senior executive of a very successful 100-year old company. Some younger employees in the marketing department want to update the company's logo, but Jasmine and other senior executives feel that a company lucky enough to survive for decades does not have to change or modify its logo. The executives are correct in their assessment.
True False
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Marketers believe that brands such as Coca-Cola, Gap, and Ford have value above and beyond the benefits of the products themselves.
True False
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Some brands are closely associated with colors.
True False
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Concrete features of a product are the hardest to deliver and explain to customers.
True False
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All associations between the product and its consumer are beyond the company's control.
True False
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Companies use brands to provide different offerings to satisfy different market segments.
True False
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A brand carries a promise that it can help customers achieve the persona to which they aspire.
True False
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