2/12/2021 Brand Management Multiple choice Questions and Answers. Page 1.

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

1. _________ is a mode of direct marketing owes to well structured communications in the form of catalogs.
Behavioural and Allied Sciences

A. Telemarketing
Brand Management
B. Sales promotion
Business Communication
C. Advertising

Business Economics D. Publicity

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (A)

Telemarketing
Business Mathematics

Business Statistics
2. _________ is ether the head of marketing department or a major brand and is responsible for the brand strategy and its
Computers In Management implementation, important for complete performance of the brand.

Cost and Managerial Accounting A. Chief Branding Officer

E-Business B. Chief Executive officer

C. President of company
English Language
D. Director of Company
Entrepreneurship Management
View answer

Financial Management

Human Resource Management

Correct answer: (A)
Insurance and Risk Management Chief Branding Officer

Management Information Systems

Marketing Management 3. _________ lets you to have a clear picture of the number of customers or usage of your brand in comparison with competition.

Media Planning A. Market share

B. Brand share
Operations Research
C. Product share
Organisational Behavior
D. Customer share

Principles and Practices of

View answer
Management

Production and Operations

Management
Correct answer: (A)
Market share
System Analysis and Design

Total Quality Management

4. _________ lets you to have your loyal customer's lifetime worth in terms of your brand's purchasing.

A. Lifetime value of a customer

B. Lifetime value of a brand

C. Lifetime value of a company

D. Lifetime value of a market

View answer

Correct answer: (A)

Lifetime value of a customer

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5. _________ of ad means how many times you should expose your target customers to your message.

A. Frequency

B. Copy

C. Copy strategy

D. Media

View answer

Correct answer: (A)

Frequency

6. _________ provides a good quality of service because of a direct interface with the customers, but it is expensive.

A. Direct sales

B. Telemarketing

C. E-marketing

D. All of the given options

View answer

Correct answer: (D)

All of the given options

7. _________ shows how consistent customers are in buying your brand, how long they have been buying and how long they may
buy?

A. Customer loyalty

B. Brand loyalty

C. Product loyalty

D. Company loyalty

View answer

Correct answer: (A)

Customer loyalty

8. _________ works best under the circumstances of high differentiation that gives you a sustainable advantage in a quality
conscious market.

A. Value-in-use Pricing:

B. Skim Pricing

C. Segment pricing

D. Strategic account pricing

View answer

Correct answer: (B)

Skim Pricing

9. A brand based organization provides which of the following benefits?

A. Clarity of role

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B. Commitment to brand growth

C. A collective responsibility

D. All of the given options

View answer

Correct answer: (D)

All of the given options

10. Advertising is part of sales promotion by creating awareness and comprehension that form a level of _________.

A. Customer pull

B. Customer push

C. Customer loyal

D. Customer image

View answer

Correct answer: (A)

Customer pull

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2/12/2021 Brand Management Multiple choice Questions and Answers. Page 2.

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

11. An effective advertising campaign:

Behavioural and Allied Sciences

A. Revolves around a strong single idea

Brand Management
B. Should appeal to self interest of customer
Business Communication
C. Must not wander off

Business Economics D. All of the given options

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (D)

All of the given options
Business Mathematics

Business Statistics
12. Brand assets include:
Computers In Management
A. The name of the brand
Cost and Managerial Accounting
B. Reputation, relevance, and loyalty
E-Business C. Less quality complaints

English Language D. All of the given options

Entrepreneurship Management View answer

Financial Management

Human Resource Management Correct answer: (B)

Reputation, relevance, and loyalty
Insurance and Risk Management

Management Information Systems

13. Brand picture is based on which one of the following?
Marketing Management
A. Brand value
Media Planning
B. Brand mission

Operations Research C. Brand vision

D. Brand image
Organisational Behavior

View answer
Principles and Practices of
Management

Production and Operations

Correct answer: (D)
Management
Brand image

System Analysis and Design

Total Quality Management

14. Delivery services offered by restaurants and other food chains in our market on phone calls are examples of:

A. Sales promotion

B. Direct marketing

C. Publicity

D. Personal selling

View answer

Correct answer: (B)

Direct marketing

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15. Duration of _________ should be short and should not be repeated too often.

A. Sales promos

B. Market promos

C. Brand promos

D. Product promos

View answer

Correct answer: (A)

Sales promos

16. If a company introducing a new brand under the source brand or endorsing brand strategy to gain the benefits of brand
power, you again are in a position to charge a _________.

A. Premium price

B. Skimming price

C. Market based price

D. Retail price

View answer

Correct answer: (A)

Premium price

17. Marketers need to position their brands clearly in target customers' minds. The strongest brands go beyond attributes or
benefit positioning. They are positioned on the basis of whichof the following?

A. Desirable benefit

B. Good packaging

C. Strong beliefs and values

D. Service inseparability

View answer

Correct answer: (C)

Strong beliefs and values

18. Mostly, the major source of power throughout the distribution channel is:

A. The company

B. The brand

C. The distributor

D. The customer

View answer

Correct answer: (B)

The brand

19. PIA runs a series of television commercials that show its staff going out of their way to help customers. An important
secondary audience for these ads is:

A. The civil aviation authority

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B. Competitors

C. PIA employees

D. All air travelers

View answer

Correct answer: (C)

PIA employees

20. The brand stature construct is equivalent to:

A. Esteem multiplied by knowledge

B. Differentiation multiplied by knowledge

C. Knowledge multiplied by relevance

D. Esteem multiplied by differentiation

View answer

Correct answer: (A)

Esteem multiplied by knowledge

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2/12/2021 Brand Management Multiple choice Questions and Answers. Page 3.

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

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

Brand Management
A. Profiling

Business Communication B. Profiling Segmentation

C. Segmentation
Business Economics
D. Positioning
Business Environment
View answer
Business Ethics and Governance

Business Law
Correct answer: (D)
Business Mathematics Positioning

Business Statistics

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

Cost and Managerial Accounting A. TV commercial

E-Business B. Newspaper Editorial

C. Magazine ad
English Language
D. Press release
Entrepreneurship Management
View answer

Financial Management

Human Resource Management

Correct answer: (A)
Insurance and Risk Management TV commercial

Management Information Systems

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

Media Planning A. Segment pricing

B. Skim pricing
Operations Research
C. Value-in-use pricing
Organisational Behavior
D. Strategic account pricing

Principles and Practices of

View answer
Management

Production and Operations

Management
Correct answer: (A)
Segment pricing
System Analysis and Design

Total Quality Management

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

A. A simple product range with a defined set of features

B. A complex product range with a defined set of features

C. Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of
value to buyers

D. An identity through which the customer can trace the party responsible for supplying the product

View answer

Correct answer: (C)

Consistency, a reduced level of perceived risk for the buyer, and a range of functional and emotional attributes which are of
value to buyers

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25. What purpose does an advertising copy serves?

A. Provides a degree of continuity in a brand's advertising

B. Help a brand achieve distinctiveness

C. Provides a common benchmark on which all concerned in the company and the agency can evaluate the merits of
advertising submissions

D. All of the given options

View answer

Correct answer: (D)

All of the given options

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

A. Umbrella strategy

B. Line brand strategy

C. Product brand strategy

D. Branding strategy

View answer

Correct answer: (A)

Umbrella strategy

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

A. Crafting strategy

B. Implementing strategy

C. Evaluating strategy

D. Performing strategy

View answer

Correct answer: (B)

Implementing strategy

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

A. Interactive

B. Contextual

C. Traditional

D. Website.

View answer

Correct answer: (A)

Interactive

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

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A. Market niche strategies

B. Differentiation

C. Cost leadership

D. Focus Strategies

View answer

Correct answer: (D)

Focus Strategies

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

A. Brand assets

B. Brand liabilities

C. Brand equities

D. Market failures

View answer

Correct answer: (B)

Brand liabilities

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

31. _________ are incurred by brands because of failures and questionable businesspractices that may increase costs and liabilities
Behavioural and Allied Sciences

A. Brand assets
Brand Management
B. Brand liabilities
Business Communication
C. Brand equities

Business Economics D. Market failures

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (B)

Brand liabilities
Business Mathematics

Business Statistics
32. _________ are musical messages written around a brand.
Computers In Management
A. Logos
Cost and Managerial Accounting
B. Symbols
E-Business C. Jingles

English Language D. Tag lines

Entrepreneurship Management View answer

Financial Management

Human Resource Management Correct answer: (C)

Jingles
Insurance and Risk Management

Management Information Systems

33. _________ are short phrases that communicate descriptive or persuasive information about a brand.
Marketing Management
A. Punch lines
Media Planning
B. Tag lines

Operations Research C. Messages

D. Slogans
Organisational Behavior

View answer
Principles and Practices of
Management

Production and Operations

Correct answer: (D)
Management
Slogans

System Analysis and Design

Total Quality Management

34. _________ branding is a type of co-branding.

A. Ingredient

B. Product

C. Service

D. Personality

View answer

Correct answer: (A)

Ingredient

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35. _________ buy products & _________ use product

A. consumer & customers

B. buyers & sellers

C. buyers & customers

D. customers & consumer

View answer

Correct answer: (B)

buyers & sellers

36. _________ customers can themselves become publishers, choosing to share what they have received with their social networks.

A. Publish - subscribe

B. Instant sharing

C. Multi - model viewing

D. Mobile invertising

View answer

Correct answer: (B)

Instant sharing

37. _________ defines what the the brand thinks about the consumer, as per the consumer

A. Brand attitude

B. Brand positioning

C. Brand relationship

D. Brand manage

View answer

Correct answer: (A)

Brand attitude

38. _________ has been the first to launch an innovative media buying / selling technique, through its lastminute inventory.com,
which auctions unsold media space online.

A. Madison media

B. Mudra Max

C. Dentsu India

D. JWT India

View answer

Correct answer: (C)

Dentsu India

39. _________ is a way of describing audience based on factors such as age, gender, education level, town class, income etc.

A. Demographic

B. Psychographic

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C. Socio-economic

D. Infographics

View answer

Correct answer: (A)

Demographic

40. _________ is a way of describing audience based on the their life style, attitudes, aspirations, habits etc.

A. Demographics

B. Psychographics

C. Socio-economic

D. Infographics

View answer

Correct answer: (B)

Psychographics

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

41. _________ is the acquisition of goods and services by the seller or industrial user for the purpose of resale
Behavioural and Allied Sciences

A. selling
Brand Management
B. assembling
Business Communication
C. buying

Business Economics D. transportation

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (B)

assembling
Business Mathematics

Business Statistics
42. _________ is the process that helps managers understand the nature of the industry, the way firms behave competitively within
Computers In Management the industry, and how competition is generally undertaken.

Cost and Managerial Accounting A. Market needs analysis

E-Business B. Portfolio analysis

C. Strategic market analysis

English Language
D. Organizational analysis
Entrepreneurship Management
View answer

Financial Management

Human Resource Management

Correct answer: (C)
Insurance and Risk Management Strategic market analysis

Management Information Systems

Marketing Management 43. _________ is the single factor that best indicates social class

Media Planning A. Time

B. Money
Operations Research
C. Occupation
Organisational Behavior
D. Fashion

Principles and Practices of

View answer
Management

Production and Operations

Management
Correct answer: (C)
Occupation
System Analysis and Design

Total Quality Management

44. _________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or
experiences to satisfy their needs and wants.

A. Target marketing

B. Psychographic segmentation

C. Product Differentiation

D. Consumer behavior

View answer

Correct answer: (D)

Consumer behavior

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45. _________ markets are made up of members of the distribution chain

A. Consumer

B. Business-to-business (industrial

C. Institutional

D. Channel

View answer

Correct answer: (D)

Channel

46. _________ markets include a wide variety of profit and nonprofit organizations, such as hospitals, government agencies, and
schools, which provide goods and services for the benefit of society.

A. Consumer

B. Business-to-business (Industrial

C. Reseller

D. Institutional

View answer

Correct answer: (D)

Institutional

47. _________ occurs by maintaining the brand contract while undergoing innovations and modifications to stay current.

A. Sustainability

B. Fit

C. Uniqueness

D. Credibility

View answer

Correct answer: (D)

Credibility

48. _________ pricing is the approach of setting a low initial price in order to attract a large number of buyers quickly and win a
large market share.

A. Market-skimming

B. Value-based

C. Market-penetration

D. .Leader

View answer

Correct answer: (C)

Market-penetration

49. _________ refers to a brands objective attributes in relation to other brands

A. Brand position

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B. Product position

C. Brand relationship

D. Both A&B

View answer

Correct answer: (C)

Brand relationship

50. _________ refers to the information a consumer has stored in their memory about a product or service.

A. Cognitive dissonance

B. Product knowledge

C. Product research

D. Marketing research

View answer

Correct answer: (B)

Product knowledge

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

51. _________ technology is changing the way consumers relate to products and markets.
Behavioural and Allied Sciences

A. Information
Brand Management
B. New
Business Communication
C. Digital

Business Economics D. Cyber

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (C)

Digital
Business Mathematics

Business Statistics
52. _________ the appropriate market segment has become ever more important when carrying out e-branding campaigns.
Computers In Management
A. Segmenting
Cost and Managerial Accounting
B. Positioning
E-Business C. Targeting

English Language D. Implementing

Entrepreneurship Management View answer

Financial Management

Human Resource Management Correct answer: (C)

Targeting
Insurance and Risk Management

Management Information Systems

53. _________is now a significant part of every global corporations marketing arsenal.
Marketing Management
A. Internet
Media Planning
B. Web

Operations Research C. Mobile

D. e - marketing
Organisational Behavior

View answer
Principles and Practices of
Management

Production and Operations

Correct answer: (D)
Management
e - marketing

System Analysis and Design

Total Quality Management

54. _________reflects the sum of the perceived tangible & intangible benefits & costs to cutomers

A. customer satisfaction

B. customer value

C. customer delight

D. none of the above

View answer

Correct answer: (B)

customer value

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55. 0 _________ evokes a hierarchical set of customer response effects – i.e. building awareness, comprehension, intentions, and
actions.

A. Distribution

B. Communication

C. Merchandizing

D. Branding

View answer

Correct answer: (B)

Communication

56. 0 The image of brand is the _________ with customer.

A. Actual association

B. Vision

C. Positioning

D. Personality traits

View answer

Correct answer: (A)

Actual association

57. 1 To keep your brand into recognition, it is important to _________ according to an effective through plan.

A. Advertise

B. Position

C. Place

D. Market

View answer

Correct answer: (A)

Advertise

58. 2 In_________, internal workshop consisting of important aspects of ‘detailed strategic definition' and ‘objectives of the brand'
is arranged.

A. Brand chartering

B. Brand planning

C. Brand extension

D. Brand equity

View answer

Correct answer: (A)

Brand chartering

59. 3 Apart from the ‘four Ps' of marketing mix, the three additional elements of service brands are people, process, and_________.

A. Physical evidence

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B. Physiological evidence

C. Psychological evidence

D. Packaging

View answer

Correct answer: (A)

Physical evidence

60. 4 A _________ organization is customer-centric, and all the decisions it makes are based on involvement of all in the
organization.

A. Brand-based

B. Customer-based

C. Product-based

D. None of the given options

View answer

Correct answer: (A)

Brand-based

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

61. 5 According to researches, the highest brand loyalty of customers is among:

Behavioural and Allied Sciences

A. Coffee
Brand Management
B. Shampoo
Business Communication
C. Cigarette

Business Economics D. Tea

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (C)

Cigarette
Business Mathematics

Business Statistics
62. A _________ has to answer the questions like what would be the short of market if our brand is not there.
Computers In Management
A. Brand image
Cost and Managerial Accounting
B. Brand picture
E-Business C. Brand manager

English Language D. Brand association

Entrepreneurship Management View answer

Financial Management

Human Resource Management Correct answer: (B)

Brand picture
Insurance and Risk Management

Management Information Systems

63. A _________ is a detailed version of the idea stated in meaningful consumer terms
Marketing Management
A. product concept
Media Planning
B. product idea

Operations Research C. product feature

D. product image
Organisational Behavior

View answer
Principles and Practices of
Management

Production and Operations

Correct answer: (A)
Management
product concept

System Analysis and Design

Total Quality Management

64. A _________ is a graphic mark, emblem or symbol commonly used by commercial enterprises, organisations and even
individuals to aid and promote instant public recognition.(1)

A. Logo

B. Slogan

C. Tag line

D. Symbols

View answer

Correct answer: (A)

Logo

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65. A _________ is a group or set of things that have similar characteristics.

A. Brand

B. Category

C. Product

D. Service

View answer

Correct answer: (B)

Category

66. A _________ is an elaborated version of the idea expressed in consumer terms

A. new idea

B. product concept

C. product idea

D. test brand

View answer

Correct answer: (B)

product concept

67. A _________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the _________

A. salesperson, customer

B. politician, voter

C. marketer, prospect

D. celebrity, audience

View answer

Correct answer: (C)

marketer, prospect

68. A _________ organization is customer-centric, and all the decisions it makes are based on involvement of all in the organization.

A. Brand based

B. Consumer based

C. Marketing

D. Competition based

View answer

Correct answer: (A)

Brand based

69. A brand based organization provides which of the following benefits

A. Clarity of role

B. Commitment to brand growth

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C. A collective responsibility

D. All of the given options

View answer

Correct answer: (D)

All of the given options

70. A brand-based model reveals the following:

A. Why customers buy the brands they buy?

B. What are the underlying motives for their purchasing brands of their preference?

C. Why companies keep their brands contemporary?

D. All of the given options

View answer

Correct answer: (D)

All of the given options

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Accounting for Managers

Brand Management
Advertising and Sales Promotion

71. A change in an individual's behavior prompted by information and experience refers to which one of the following concept?
Behavioural and Allied Sciences

A. learning
Brand Management
B. role selection
Business Communication
C. perception

Business Economics D. motivtion

Business Environment View answer

Business Ethics and Governance

Business Law Correct answer: (A)

learning
Business Mathematics

Business Statistics
72. A change in positioning may cause __________ in price.
Computers In Management
A. An upward change
Cost and Managerial Accounting
B. A downward change
E-Business C. Both of the given options

English Language D. None of the given options

Entrepreneurship Management View answer

Financial Management

Human Resource Management Correct answer: (C)

Both of the given options
Insurance and Risk Management

Management Information Systems

73. A cluster of complementary goods and services across diverse set of industries is called as
Marketing Management
A. market place
Media Planning
B. meta market

Operations Research C. market space

D. resource market
Organisational Behavior

View answer
Principles and Practices of
Management

Production and Operations

Correct answer: (B)
Management
meta market

System Analysis and Design

Total Quality Management

74. A company's own retail outlets are meant:

A. To avoid the threat of distributors' power

B. To own and batter control the distribution channel

C. Distribution, itself, is a good business

D. All of the given options

View answer

Correct answer: (B)

To own and batter control the distribution channel

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75. A customer will choose a brand based on how compelling the _________ was as compared to other brands.

A. Difference

B. Similarity

C. Sameness

D. Uniqueness

View answer

Correct answer: (A)

Difference

76. A differentiated product may be unique in the marketplace, but it will only be successful under which of the following
circumstances?

A. If it satisfies customers' needs

B. If the price differential is minimal

C. If the brand can be classed as aspirational

D. Differentiated products will always be successful

View answer

Correct answer: (A)

If it satisfies customers' needs

77. A futuristic innovations (media planning) involves creating satellite imagery of the monogram or message to reach the desired
geographic location and _________.

A. programme

B. action

C. audience

D. media

View answer

Correct answer: (C)

audience

78. A good brand contract:

A. Keeps customer perspective in view

B. Delivers promises made with customers

C. Unearths negative promises

D. All of the given options

View answer

Correct answer: (D)

All of the given options

79. A good channel system must automatically offer _________ to the customers.

A. Transaction services

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B. After-sales services

C. Both of the given options

D. None of the given options

View answer

Correct answer: (C)

Both of the given options

80. A good positioning is something that must be _________ to the customer.

A. Visible

B. Believable

C. Reasonable

D. Invisible

View answer

Correct answer: (B)

Believable

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