Question 1

Some ideas are common to many brand positions. Which of the following is a strong idea?
A) Relevance
B) Innovation
C) Trust
D) None of these

Accepted Answer

The answer of Some ideas are common to many brand...

Question 2

What is a simple test for determining a good idea for a brand position?
A) That it feels good to the team
B) That it has a workable opposite
C) It upsets no one
D) None of these

Accepted Answer

A good brand position should have a workable opposite, indicating that it stands for something specific and differentiable in the market.

Question 3

Once defined, what role does the brand position play?
A) It is placed in a prominent place for everyone to view
B) It is communicated directly to users as written
C) It influences everything the brand does
D) It is put in a marketing plan as a formality

Accepted Answer

The brand position influences everything the brand does, guiding marketing strategies, communication, and product development to ensure consistency and alignment with the brand's core values and promises to its customers.

Question 4

Firms must build brand assets to communicate to users. What are these assets?
A) Logos and slogans
B) Characters and design language
C) Packaging and labelling
D) All of these

Accepted Answer

Brand assets include logos, slogans, characters, design language, packaging, and labeling, as they all play a crucial role in brand recognition and communication with users.

Question 5

How does one measure brand assets?
A) By whether consumers recognize them?
B) By their fame and uniqueness
C) By the awards and praise they receive
D) None of these

Accepted Answer

Brand assets are measured by their fame and uniqueness, as these factors determine their strength and value in differentiating the brand in the marketplace.

Question 6

If a brand asset is high on fame and low on uniqueness, what options do you have?
A) Focus on sole use to build up awareness
B) Avoid solo use
C) Lose it altogether
D) Ignore it

Accepted Answer

Since the asset is already high on fame but low on uniqueness, avoiding solo use can help in differentiating the brand by not relying solely on an asset that isn't unique to the brand.

Question 7

If a brand asset is low on fame and high on uniqueness, what options do you have?
A) Remove it
B) Test it further
C) Invest it in
D) None of these

Accepted Answer

The answer of If a brand asset is low on...

Question 8

Should brand managers emphasize fame or uniqueness when dealing with individual brand assets?
A) Uniqueness
B) Fame
C) Aim for balance
D) Maximise both

Accepted Answer

Maximizing both fame and uniqueness is beneficial for brand assets. Fame ensures that the brand is widely recognized and remembered, while uniqueness differentiates the brand from competitors, making it stand out in the market. Together, they strengthen the brand's position and appeal to a broader audience.

Question 9

What are some key considerations in choosing a brand name?
A) That it reflects the brand position
B) That is can be protected
C) That it is memorable
D) All of these

Accepted Answer

All of these options are key considerations in choosing a brand name. A good brand name should reflect the brand's position in the market, be legally protectable, and be memorable to consumers.

Question 10

What type of brand name is Nike?
A) Fabricated
B) Metaphorical
C) Antonym
D) Descriptive

Accepted Answer

Nike is a metaphorical brand name, as it is derived from the Greek goddess of victory, symbolizing winning and success.

Question 11

What type of brand name is Apple?
A) Fabricated
B) Metaphorical
C) Antonym
D) Descriptive

Accepted Answer

Apple is a fabricated brand name because it has no inherent meaning related to the company's products or services.

Question 12

How does a brand manager externally communicate the brand's position?
A) Through a personality or archetype
B) Through a tagline
C) Through a logo
D) All of these

Accepted Answer

A brand manager communicates the brand's position externally through various means including a personality or archetype, a tagline, and a logo. Each of these elements helps convey the brand's identity, values, and message to the public.

Question 13

What is the main strength of Apple's 'Think Different' slogan?
A) It is unique.
B) It is different.
C) It is short.
D) It is protected.

Accepted Answer

The answer of What is the main strength of Apple's...

Question 14

What is the main strength of IBM's 'Imagination at work' slogan?
A) It is unique.
B) It is different.
C) It is short.
D) It is free from negative connotations.

Accepted Answer

The main strength of IBM's 'Imagination at work' slogan is that it is free from negative connotations, suggesting a positive and innovative approach without implying any drawbacks or negative aspects.

Question 15

Logos are an essential brand asset. What things define a good logo?
A) It never changes over time
B) It's colour
C) Uncluttered
D) Created by a famous designer

Accepted Answer

A good logo is uncluttered, making it easy to recognize and remember. While colors and designers can influence a logo's effectiveness, simplicity and clarity are key. Logos can evolve over time to stay relevant.

Quiz 5: Creating New Brands

Some ideas are common to many brand positions. Which of the following is a strong idea?

What is a simple test for determining a good idea for a brand position?

Once defined, what role does the brand position play?

Firms must build brand assets to communicate to users. What are these assets?

How does one measure brand assets?

If a brand asset is high on fame and low on uniqueness, what options do you have?

If a brand asset is low on fame and high on uniqueness, what options do you have?

Should brand managers emphasize fame or uniqueness when dealing with individual brand assets?

What are some key considerations in choosing a brand name?

What type of brand name is Nike?

What type of brand name is Apple?

How does a brand manager externally communicate the brand's position?

What is the main strength of Apple's 'Think Different' slogan?

What is the main strength of IBM's 'Imagination at work' slogan?

Logos are an essential brand asset. What things define a good logo?