Branding Exam Questions with Complete Solutions

Branding Exam Questions with
Complete Solutions
Branding - Answer-The use of a name, phrase, design, symbol or a combination of
these to identify a product, culture of the products

Functions of branding - Answer-1. Provides a promise
2. Aids memory

Functions of branding:Provides a promise - Answer-The brand name carries the
company's promise to consistently deliver a specific set of features and benefits to the
buyer

Functions of branding: Aids memory - Answer-Consumer use the brand name as
convenient summary of the product, so they don't evaluate the product every time

Culture - Answer-Many dimension
greater than the sum of its parts
provide a unifying framework for understanding individual elements
easily accessible personality

Visual makers - Answer-cultural/brand sumbols

Culture of product - Answer-1. Create brand equity (Company driven)
2. Create brand image (Customer perception)
3. Initial step create brand equity

Customer equity - Answer-Value equity+Brand equity+Relationship Equity=Brand
choice --> + customer lifetime value

Brand Dynamic Pyramid - Answer-Presence-->Relevance-->Performance--
>Advantage-->Bonding

Brand elements - Answer-Brand Name
Brand Logo
Brand Slogan
Brand Characters
Brand URL

Brand element choice criteria - Answer-memorable
meaningful
likability
transferable
adaptable