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Muhammad Soban

0333-7637637

These Papers are done With the Help of

Nadia Asghar and Faizan Rafqat. Company

Thanks them warmly these stars members.

MIDTERM EXAMINATION

Spring 2009

MKT624- Brand Management (Session - 2)

Question No: 1 ( Marks: 1 ) - Please choose one

Brand equity is the difference of brand’s __________ and brand’s __________.

Expense; liabilities

Expense; assets

Tangible assets; intangible assets

Assets; liabilities

http://groups.google.com.pk/group/vu-and-company?hl=en

Question No: 2( Marks: 1 ) - Please choose one

The brand equity can gain strength if:

Brand assets are more than brand liabilities

Brand assets are less than brand liabilities

Brand assets are equal to the brand liabilities

None of the given options


Features that make a brand truly unique and distinctive as compared to competitive offerings

are known as:

Brand differentiation

Brand identity

Brand image

Brand integration


Which of the following is NOT a product category?

Cigarette

Cold drink

Banaspati ghee

Surf excel


If a market is very mature, the challenges are:

Intense

Weak

Concentrated

Deep


Which one is least likely to be considered a critical task associated with an organization's

strategic management process?

Evaluation of the process for use in future decision making

Evaluation of options relative to the company's mission

Decreasing the levels of hierarchy present within the company's management

structure (doubted)

Developing a set of short-term objectives


Which aspect is least likely to be a consideration addressed in an organization's mission

statement?

Who are the firm's primary customers? (doubted)

What image does the firm wish to project?

Which areas of technology will be empathized?

What are the number of levels the corporate hierarchy will contain?


Customer does not give the same treatment to a fake brand even if it carries the label that may

look genuine because:

The actual brand is not there

The actual product is not there

The actual brand is there

Actual product is there


Brand picture is based on which one of the following?

Brand image

Brand value

Brand mission

Brand vision


Which of the following is an incremental process in which associations get strengthened

through different phases?

Brand value pyramid

Brand association

Brand persona

Brand image


Brand managers should develop those fashionable and effective brands which they think are

according to the customer’s requirements. For brands staying contemporary means:

Bringing about innovations

Living up to consumers’ likes and expectations

Engaging into a brand contract

All of the given options


Which one of the following promises are also called bad promises?

Negative promises

Uncovered promises

Implicit promises

Explicit promises


For many consumer goods you see commercials that focus only the whole family because:

Family members are potential buyers

Family is an important social group

Family income is higher

Family takes good decisions


Which of the following is one of the marketer’s major positioning tools, that has a direct

impact on product or service performance; thus, it is closely linked to customer value and

satisfaction.

Product quality

Social marketing

Specialty marketing

Position marketing


According to Scot Davis, how many years are required to change the brand positioning?

Three to five years

Two to five years

Three to six years

Two to six years


__________ comes with keeping the brand contract while we go through innovations to stay

current.

Uniqueness

Credibility

Sustainability

Fit


PIMS stands for which of the following?

Positioning Impact of Marketing Strategy

Profit Impact of Market Strategy

Price Impact of Marketing Strategy

Promotion Impact of Marketing Strategy


The larger the ratio of brand assets to brand liabilities, the greater is the:

Brand Equity

Brand Power

Brand Value

Brand Ownership


Which of the following statements would NOT be considered a dimension of strategic issues?

Strategic issues require large amounts of the firm's resources

Strategic issues always impact the firm's long-term income

Strategic issues require the firm's external environment be considered

Strategic issues are future-oriented


Which one of the following would NOT be considered one of the newest trends in mission

statement components?

Statements of company vision

Experience of team work and ethics

Reflection of sensitivity to consumers

Expression of concern for quality


If a brand of milk has a regular “tetra pack milk” and another with “higher calcium” then the

brand has two ________.

Offerings

Lines

Extensions

Different categories


A cellular phone company talks a lot about efficiency of service, low rates at particular time

of the day, and many other options to its subscribers but the service cannot catch up with the

growing demand of customers by way of frequency distortions or non- connectivity; then the

company has brought into the contract which of the following?

Implicit promise

Explicit promise

Negative promise

Positive promise


Which of the following authors states that benefits are weak unless they relate to the

customers’ central values and beliefs?

Jean-Noel Kapferer

Philip Kotler

Scot M. Davis

Geoffrey Randall


Which of the following are the functional and emotional associations which are assigned to a

brand by its customers and prospects?

Brand picture

Brand attribute

Brand image

Product identity


How many principles does brand contract have?

Three

Two

Five

Four


Which of the following is NOT the basic principle of a brand contract?

Translate into standards

Fulfill good promises

Uncover bad promises

Fulfill bad promise


All of the following are the primary components of positioning EXCEPT :

Customer’s analysis

Company business

Target market

Point of difference and key benefits


Which of the following positioning properties describes that “Good positioning opens many

new avenues for the brands to leverage themselves in areas of growth”?

New avenues for brand leveraging

Externally driven

Provides focus

Unique valued place


Which of the following statements summarizes brand’s commitment or promise to target

consumers and actively communicates the advantage over competing brands”?

Positioning statement

Vision statement

Mission statement

Value statement


Marketers need to position their brands clearly in target customers’ minds. The strongest

brands go beyond attributes or benefit positioning so, the strongest brands are positioned on

the basis of which of the following?

Desirable benefit

Good packaging

Service inseparability

Strong beliefs and values

Question No: 31 ( Marks: 5 )

What are the common uses of mission and vision statements?

Question No: 32( Marks: 10 )

Discuss all the steps of strategic management process which you have learned from this

course.





Muhammad Soban

0333-7637637

MIDTERM EXAMINATION

Spring 2009

MKT624- Brand Management (Session - 3)


Brand management is the function of which of the following?

Marketing

Selling

Branding

Packaging



Brand equity is the difference of brand’s __________ and brand’s __________.

Expense; liabilities

Expense; assets

Tangible assets; intangible assets

Assets; liabilities


Which one of the following is a brand?

Cooking oil

Shampoo

Detergent

Dalda


Which of the following strategies have to be prepared by the brand manager for success of

brand?

Marketing strategy

Short-term strategy

Long-term strategy

Production strategy


Brands are acknowledged and recognized on the basis of their:

Functionality

Quality

Loyalty

Reputation


The point of departure toward the strategic brand management process is to have a

clear__________ for your brand.

Vision

Mission

Image

Idea


Which one is least likely to be considered a critical task associated with an organization's

strategic management process?

Evaluation of the process for use in future decision making

Evaluation of options relative to the company's mission

Decreasing the levels of hierarchy present within the company's management

Structure (Doubted)

Developing a set of short-term objectives


Which aspect is least likely to be a consideration addressed in an organization's mission

statement?

Who are the firm's primary customers?

What image does the firm wish to project?

Which areas of technology will be empathized?

What are the number of levels the corporate hierarchy will contain?



Brand image

Brand value

Brand mission

Brand vision


Which of the following is part of a laddering approach, whereby the more you ladder up the

perceived benefit in your consumers’ mind the stronger is the association?

Associations

Persona

Product characteristics

Human characteristics


According to Scot Davis, features and attributes remain undifferentiated in the minds of

consumers unless they translate into perceived:

Benefits

Value

Image

Picture


Brand associations and the brand value pyramid are half of your:

Brand image

Brand picture

Brand persona

Brand contract


Through a consistent contact with the marketplace and through research studies, a brand

manager can easily uncover which one of the following promises?

The negative promises

The positive promises

The implicit promises

The explicit promises


While determining levels of preferences of consumers in relation to the criterion, researchers

come to know that mostly consumers give priority to the brand due to it’s:

Reliability

Price

Accessibility

Quality


In the image era the general thinking was “talk of the image and the consumer would pay

attention”; but this image era was killed by:

Me-too products

Me-too companies

Information technology

Marketing managers


Which of the following is a term used for an outcome of product differentiation?

Positioning

Point of difference

Innovation

Repositioning


Which of the following is basically getting into different versions of the same base product

on the same market?

Line extension

Product extension

Brand diversification

Market extension


The disadvantage of line extensions is that it may lead to:

Retailer power

Lack of scale economies

Weak brands range



According to Scot Davis, how many years are required to change the brand positioning?

Three to five years

Two to five years

Three to six years

Two to six years


“The company should be able to clearly state brand positioning” relates to which of the

following?

Awareness

Understanding

Direction

Inspiration


__________ comes with keeping the brand contract while we go through innovations to stay

current.

Uniqueness

Credibility

Sustainability

Fit


The larger the ratio of brand assets to brand liabilities, the greater is the:

Brand Equity

Brand Power

Brand Value

Brand Ownership


If a brand of milk has a regular “tetra pack milk” and another with “higher calcium ” then the

brand has two ________.

Offerings

Lines

Extensions

Different categories


Which of the following is NOT an approach for building brand vision as expressed by Scot

Davis ?

Seek senior management’s input

Determine the financial contribution gap

Collect industry data and create a brand vision starter

Meet with junior management to create the vision


Which of the following statements is TRUE regarding brand contract?

The terminology of “contract” is used when it comes to communicating with the

market.

The terminology of “contract” is very intra-company and is not used when it

comes to communicating with the market.

The terminology of “contract” is not used when it comes to communicating with

the market.

The terminology of “contract” not very intra-company and is not used when it

comes to communicating with the market.


Which of the following are the functional and emotional associations which are assigned to a

brand by its customers and prospects?

Brand picture

Brand attribute (doubted)

Brand image

Product identity


Under brand perception, which of the following statements is NOT true?

Twenty five percent of customers spend no time in their decision making

Fifty six percent of customers spend less than 8 seconds in decision making

The brand messages must not be so simple and much focused

Customers use little information in routine purchases of low involvement items


Which of the following questions reflects this example: “Milk is milk, and it can be drunk

any time of the day by anyone”?

A brand for what?

A brand for whom?

A brand for when?

A brand against whom?


Which of the following statements summarizes brand’s commitment or promise to target

consumers and actively communicates the advantage over competing brands”?

Positioning statement

Vision statement

Mission statement

Value statement


A company serves the “50-year old baby boomers” who share common needs in music. The

group of “50-year old baby boomers” is reflecting which of the following?

Market segment

Target market

Well-defined market

Lucrative market


How many kind of extensions are there? Briefly describe each kind with examples.


There are five different criteria to judge if there is need to update the brand positioning and

each criteria contain some type of queries which brand manager must consider while

updating the positioning. Enlist all five criteria and briefly describe any two criteria with

queries.





Muhammad Soban

0333-7637637

Question # 1 of 15 ( Start time: 06:25:38 PM ) Total Marks: 1

Which of the following is a company’s declaration about its business goals and aspirations as

an organization to its employees and other stakeholders?

Select correct option:

Mission Statement

Vision Statement

Vision and mission statement

Value statement




Logo

Packaging

Color

Durability



In uncover bad promise one must convert the shortcomings into:


Strengths

Weaknesses

Opportunities

Threats


Where the strategic management perspective should be emphasized?


At the top of the organization

At the middle of the organization

At the bottom of the organization

Throughout the organization


Brand vision fulfills a basic purpose that is:


Consensus among management

Commits Company to research

Mandates telling all stakeholders



You do not give the same treatment to a fake brand even if it carries the label that may look

genuine because:


The actual brand is not there

The actual product is not there

The actual brand is there

Actual product is there




Functionality

Quality

Loyalty

Reputation


A sound mission and value statement must have all the attributes EXCEPT:


Lengthy

Memorable

Pragmatic

Inspiring


How many principles brand contract have?


Three

Two

Five

Four


Which of the following brings management to a platform from where they all have to agree

what level of growth the brand will generate to fulfill company’s objectives?


Brand vision

Brand mission

Brand objective

Brand value


PIMS stands for which of the following?


Positioning Impact of Marketing Strategy

Profit Impact of Market Strategy

Price Impact of Marketing Strategy

Promotion Impa


A company’s business model can be based on all of the fundamental factors EXCEPT:


High quality

Affordability

Accessibility

Low quality


Brand associations and the Brand Value Pyramid are half of your:


Brand image

Brand picture

Brand persona

Brand contract


Strategic objective deals with __________.


Cutting cost

Earnings per share

Return on investment

Dividend growth


A chain of schools cannot create perceptions of good quality education to children unless its

program of teaching relates to the central values of:


Children

Parents

Teachers

Society





Muhammad Soban

0333-7637637


Which of the following is a set of promises that the brand makes to customers?


Brand contract

Brand association

Brand persona

Brand equity


Market is divided into groups on the basis of age, family size, gender, income, occupation,

education, religion, race, generation, nationality, or social class is the best description of

which of the following?


Demographics

Psychographics

Behavioral

Geographic



Which of the following is a planning document that reflects your extensive efforts toward

defining the market, analyzing it and considering all the elements of brand management?


Product plan

Brand plan

Marketing plan

Sales plan


Objectives are the desired ends and __________ is the means to achieve those ends.


Strategy

Mission

Planning

Vision


Which one of the following brand layer is slightly wider than line brands?


Family brands

Range brands

Umbrella brands

Product brands


Strategic objectives deal with:


Staging innovations

Share value appreciation

Earnings per share

Revenue growth


Building the brand vision is very serious matter and cannot be decided by just one manager

because of the issue of:


Finance

Marketing

Production

Promotion


Which of the following is the component of brand identity?


Reliable

Serious

Durable

Logo


According to researches, the highest brand loyalty of customers is for:


Coffee

Shampoo

Cigarette

Jeans


Which of the following can be defined in terms of needs, segmentation and geography?


Markets

Production

Promotion

Management




Functionality

Quality

Loyalty

Reputation


A company’s business model can be based on all of the fundamental factors EXCEPT:


High quality

Affordability

Accessibility

Low quality


A personal computer with features relating to processor’s specifications, the size of the hard

disk and capacity of RAM is an example of:


Implicit promise

Explicit promise

Positive promise

Negative promise


The point of departure toward the process is to have a clear__________ for your brand.


Vision

Mission

Image

Idea


If a market is less mature, the challenges are:


Less strong

Intense

Concentrated

Deep

.





Muhammad Soban

0333-7637637



__________ along with brand associations provides a complete understanding of the brand

image.


Brand persona

Band value

Brand association

Brand picture


__________ is a name, term, sign, symbol, design or a combination of them intended to

differentiate one product from those of the competitors.


Brand management

Marketing management

Brand

Marketing


Which one of the following is the part of brand management process?


Manage product

Manage categories

Manage brand

Manage customer


Strategic objectives deal with:


Staging innovations

Share value appreciation

Earnings per share

Revenue growth


If a market is very mature, the challenges are:


Intense

Weak

Concentrated

Deep


Brand at the top of the brand value pyramid conforms more to a:


Brand-based model

Brand perception

Brand image

Brand contract


How many principles brand contract have?


Three

Two

Five

Four


Which of the following is driving force for customers’ focal point?


Brand picture

Brand image

Brand value

Brand persona


Which of the following industries generally do well during strong periods of growth and do

poorly during recessions?


Food

Cyclical

Pharmaceutical

Chemical


One of the top responsibilities of senior management is to develop:


Business

Brand

Product

Strategy


The more customers are knowledgeable of a brand’s promises, the more they are likely to be:


Loyal

Satisfied

Demanding

Unsatisfied


While developing a brand vision, senior management contributes by providing inputs about:


What are the financial and strategic goals of the company?

How to reinforce strengths and rectify weaknesses?

What resources the company is willing to deploy for supporting the brand?



Which one of the following brand layer is slightly wider than line brands?


Family brands

Range brands

Umbrella brands

Product brands




Lengthy

Memorable

Pragmatic

Inspiring


“Market share” is the indicator of which of the following?


Brand value

Brand strength

Brand asset

Brand liability





Muhammad Soban

0333-7637637


A chain of schools cannot create perceptions of good quality education to children unless its

program of teaching relates to the central values of:


Children

Parents

Teachers

Society



According to researches under brand perception, which of the following statements is NOT

TRUE?


25 percent of customers spend no time in their decision making

56 percent of customers spend less than 8 seconds in decision making

The brand messages must not be so simple and much focused

Customers use little information in routine purchases of low involvement items


A brand contract may also contain __________ but it must be eradicated from the contract?


Negative promises

Positive promises

Doubtful promises

Implicit promises


Which of the following is the characteristic of personality of a brand?


Logo

Packaging

Color

Durability



because of the issue of:Select correct option:

Finance

Marketing

Production

Promotion


When we say that brands are staying contemporary than it means:







A brand must offer a:


Superior value proposition

Lower value proposition

Medium value proposition

Best value proposition




Functionality

Quality

Loyalty

Reputation


The more customers are knowledgeable of a brand’s promises, the more they are likely to be:


Loyal

Satisfied

Demanding

Unsatisfied





Mission Statement

Vision Statement


Value statement


__________ is a name, term, sign, symbol, design or a combination of them intended to

differentiate one product from those of the competitors.


Brand management

Marketing management

Brand

Marketing


Financial objective deals with __________.


Revenue growth

Winning greater market share

Overtaking competitors on quality

Staging innovations




Less strong

Intense

Concentrated

Deep


Which of the following is a planning document that reflects your extensive efforts toward

defining the market, analyzing it and considering all the elements of brand management?


Product plan

Brand plan

Marketing plan

Sales plan




Business

Brand

Product

Strategy


A brand manager is responsible for the destination planning of the brand in terms of its future

movements related to all, EXCEPT:Select correct option:

Marketing research

Distribution improvements

Overtaking competition

Markets to serve





Muhammad Soban

0333-7637637




Brand image

Brand value

Brand mission

Brand vision



When brand management becomes the heart of marketing then which one becomes the heart

of brand management.


Owner’s equity

Brand equity

Brand assets

Brand value


Financial objective deals with __________.Select correct option:

Revenue growth

Winning greater market share

Overtaking competitors on quality

Staging innovations

Bookmark






Demographics

Psychographics

Behavioral

Geographic


The business growth that takes place because of the internal working of the different parts

within an organization is known as which of the following?


Acquisition

Organic growth

Rapid growth

Licensing


The key belief and core values of the brand is called its __________.


Identity

Image

Persona

Source





Mission Statement

Vision Statement


Value statement


__________explain/s what brand value means to consumers and how a brand creates that

value.


Brand equity

Brand characteristics

Brand image

Brand identity


To be successful, the company must have all its __________ at work to deliver superior

value.


Resources

Brands

Employees

Communication



because of the issue of:


Finance

Marketing

Production

Promotion




Strategy

Mission

Planning

Vision


Which one of the following is the characteristic of brand strength?


Price premium

Patents and rights

Perceived brand personality

Brand reputation


According to researches, the highest brand loyalty of customers is for:


Coffee

Shampoo

Cigarette

Jeans


Which of the following is a strategic process in which all departments must get together in

offering value?


Brand management

Product Management

Marketing Management

Sales Management


Which of the following is a set of promises that the brand makes to customers?


Brand contract

Brand association

Brand persona

Brand equity





Muhammad Soban

0333-7637637






Demographics

Psychographics

Behavioral

Geographic





Lengthy

Memorable

Pragmatic

Inspiring


Where the strategic management perspective should be emphasized?


At the top of the organization

At the middle of the organization

At the bottom of the organization

Throughout the organization


Which of the following is a strategic process in which all departments must get together in

offering value?


Brand management

Product Management

Marketing Management

Sales Management




Business

Brand

Product

Strategy




Less strong

Intense

Concentrated

Deep




Functionality

Quality

Loyalty

Reputation


A brand must offer a:


Superior value proposition

Lower value proposition

Medium value proposition

Best value proposition


When a brand is just able to address the basic needs, it is at the:


Lowest level of associations

Highest level of associations

Medium level of associations

None of the given options


While developing a brand vision, senior management contributes by providing inputs about:


What are the financial and strategic goals of the company?

How to reinforce strengths and rectify weaknesses?

What resources the company is willing to deploy for supporting the brand?





Strategy

Mission

Planning

Vision


When we say that brands are staying contemporary than it means:







Which of the following brings management to a platform from where they all have to agree

what level of growth the brand will generate to fulfill company’s objectives?


Brand vision

Brand mission

Brand objective

Brand value


While defining the industry for developing brand vision, brand manager must consider:


The range of products and services offered by the industry

Industry growth and size

Key growth factors

Industry lifecycle


Which one of the following is related to the brand?


Cooking oil

Shampoo

Detergent

Dalda





Muhammad Soban

0333-7637637


Documents

To get the More entertain and Study related e-mail Kindly ... · PDF fileSocial marketing ... Dalda Question No: 4 ... What are the number of levels the corporate hierarchy will contain?