Test 1 Ch 2

Question 1

True or False: Brands create value for the company and the customer.

Answer 1

True

Question 2

True or False: “Brand” can mean many things, but a common definition is a promise to the customer that they will receive something of value for money spent.

Answer 2

True

Question 3

Brand awareness ____. (Choose the best answer.)

Answer 3

Each of these options

Question 4

According to the courseware, brand perception ____. (Choose the best answer.)

Answer 4

The intersection between brand promise and brand experience

Question 5

Having a bad meal or poor service at your favorite fast food restaurant is an example of ____.

Answer 5

Brand experience

Question 6

Apple is known for its clean design, use of white space, and a generally uncluttered, streamlined look and feel. This is an example of ____.

Answer 6

Brand identity

Question 7

True or False: Brand relevance means there is only one relevant choice for a consumer and that all other choices are irrelevant

Answer 7

True

Question 8

True or False: Categories and subcategories are important to building valuable brands.

Answer 8

True

Question 9

True or False: The Tesla brand is associated with the luxury, high-powered, electric car subcategory of automobiles.

Answer 9

True

Question 10

True or False: Brands often have personalities, similar to people having personalities.

Answer 10

True

Question 11

____ is an example of a brand element. (Choose the best answer.)

Answer 11

Each of these options

Question 12

Brand storytelling is about ____. (Choose the best answer.)

Answer 12

Each of these options

Question 13

True or False: Brand purpose refers to a brand standing for something deeper than just revenue and profits.

Answer 13

True