Brand Management

21. The process of establishing and maintaining a distinctive place in the market for an organization or its specific product offers is known as _________.

1. Profiling
2. Profiling Segmentation
3. Segmentation
4. Positioning

22. The term "story board" is specifically related to:

1. TV commercial
2. Newspaper Editorial
3. Magazine ad
4. Press release

23. This pricing model offers opportunity to set different levels of pricing for different needs is known as _________.

1. Segment pricing
2. Skim pricing
3. Value-in-use pricing
4. Strategic account pricing

24. To have value, a brand must offer which one of the following?

1. A simple product range with a defined set of features
2. A complex product range with a defined set of features
3. Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of value to buyers
4. An identity through which the customer can trace the party responsible for supplying the product

25. What purpose does an advertising copy serves?

1. Provides a degree of continuity in a brand's advertising
2. Help a brand achieve distinctiveness
3. Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of advertising submissions
4. All of the given options

26. Which of the following strategy give the benefit of premium pricing?

1. Umbrella strategy
2. Line brand strategy
3. Product brand strategy
4. Branding strategy

27. "Developing budgets and steering resources into strategy are critical areas of success," Correlates which of the following strategy.

1. Crafting strategy
2. Implementing strategy
3. Evaluating strategy
4. Performing strategy

28. _________ advertising affords the marketer the ability to engage the consumer in a direct and personal way.

1. Interactive
2. Contextual
3. Traditional
4. Website.

29. _________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges.

1. Market niche strategies
2. Differentiation
3. Cost leadership
4. Focus Strategies

30. _________ are incurred by brands because of failures and questionable business practices that may increase costs and liabilities.

1. Brand assets
2. Brand liabilities
3. Brand equities
4. Market failures