Branding MCQs
Branding MCQs
Our experts have gathered these Branding MCQs through research, and we hope that you will be able to see how much knowledge base you have for the subject of Branding by answering these 60+ multiple-choice questions.
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1: A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area is called?
A. Small brand
B. Micro brand
C. Local brand
D. Minute brand
E. Mini Brand
2: Registering a trademark with the U.S. Patent and Trademark Office provides what protection?
A. All of these
B. Protection of the trademark in the United States and its territories.
C. Protection of the trademark world wide.
D. Protection of the trademark throughout North America.
E. Protection of the trademark in European countries.
3: What is typically NOT a motivation for brand building?
A. Triggering a direct response
B. Creating top-of-mind awareness
C. Relating to target audience
D. Promoting instant recognition
E. Positioning in the marketplace
4: Acceptable use of another entity's trademark are as follows?
A. Comparative advertising
B. All of these
C. Nominative fair use
D. Parody
5: What does RTB acronym stand for in building your brand's identity?
A. Reason to Believe
B. Reason to Brand
6: The experiential aspect consists of the sum of all points of contact with the brand and is known as the...
A. Brand name
B. Brand experience
C. Brand recognition
D. Brand function
7: What are service marks used for?
A. To identify your unique manufacturing processes.
B. To identify goods—physical commodities—whether natural, manufactured or produced.
C. To identify services—intangible activities—performed by one person for the benefit of a person or persons other than himself.
D. To protect your product from being manufactured by another entity.
E. To identify and protect any computer coding and programs developed by an entity.
8: What is the effect of brand reputation on price increases?
A. Brand equity will increase
B. There is no effect
C. A good reputation is less elastic when comparing perceived unfairness with company profit increases.
D. Consumers believe a price increase is fair only if the firm is not increasing their profits.
9: The basic definition of branding is
A. The sum of all marketing messages an audience is left with after engaging directly with an identifiable product or service
B. The sum of all marketing efforts applied against an identifiable product or service
C. The sum of all interactions and experiences with an identifiable product or service
D. The sum of all wordmarks, logos, images and pictures available for all marketing efforts.
10: What is the difference between a service mark and a trademark?
A. Like the toll-free 888 telephone extension, the service mark was created since the number of trademarks already out there was limiting the creation of more.
B. None of these
C. A trademark is for tangible items and a service mark is for intangible services.
D. A trademark is for use by corporations and a service mark is for use by smaller companies and individuals.
E. They are both interchangeable.
11: When disaster strikes a company, the brand is guaranteed to decline in value.
A. True
B. False
12: According to Kapferer, the value of a brand is found where?
A. The length of time a brand has existed.
B. The memory of each of the potential consumers within a target market.
C. The corporate reputation within a target market.
D. In the brand name.
13: What is the first step to developing your brand?
A. Determine your brand's tagline
B. Determine your brand's advertising plan
C. Determine your brand's visual identity
D. Determine how your brand will be positioned
E. Determine your marketing budget
14: In branding the term "positioning" generally refers to …
A. Testing brand impact in certain geographical areas before rolling out changes globally.
B. Efforts to occupy a niche in a larger market and in the target audience's perception.
C. A controversial PR tactic to deflect bad publicity.
D. Strategically locating stores and distribution centers in such a way as to create synergies and minimize cost.
E. Efforts to increase brand equity, thereby advancing on Interbrand's annual list of most valuable brands.
15: Brand parity occurs when?
A. When a brands visual identity is compromised.
B. When two competing brands are displaced by a third competitor.
C. When the perception of the customer is that some brands are equivalent.
D. When the act of associating with a product or service becomes damaging.
16: What is brand equity?
A. The color palette used for all brand communications.
B. The percentage of a group of people who recognize a brand name.
C. The value of a brand.
D. The value of a company.
E. The perception that certain brands are essentially equal.
17: Which of the following brand mental associations does not contribute to a favorable brand image?
A. Favorable mental associations.
B. Unique mental associations.
C. Common associations.
D. Strong mental associations.
18: Which of the following can NOT be considered a brand element?
A. A Tagline
B. A Scent
C. A Logo
D. All of these can be brand elements
E. A Color
19: What is brand parity?
A. The perception that brands are essentially the same.
B. Negative publicity for a brand.
C. The launch of a new brand.
D. The estimated dollar value of the brand.
E. The visual elements of a brand.
20: Which of the following is NOT a component of brand activation?
A. Product development
B. Customer experience
C. All of these are a components
D. Advertising
E. Employee engagement
21: What is the first thing you should do when creating a Brand Identity?
A. Design multiple potential logos
B. Conduct research
C. Get quotes for reprinting anything that has the old brand
D. Establish the standards for use of the brand
E. Develop a tagline to go with the new logo
22: The outward expression of a brand - including its name, trademark, communications, and visual appearance is called?
A. Brand mediocrity
B. Brand identity
C. Brand awareness
D. Brand recognition
23: Brand extension by definition is?
A. A brand that is sold and marketed in a smaller market.
B. The use of a well developed brand name in a different product category.
C. A byproduct of Account-based marketing.
D. The leveraging of brand equity.
24: What is a tagline?
A. A slogan that helps to focus the emotions of the consumer.
B. A phrase that expresses the heart of the company or product and differentiates it from others.
C. All of these
D. An advertising slogan that can be trademarked.
25: True or False: A wide variety of ephemera can typically be found at trade shows.
A. True
B. False
26: Who are the key stakeholders in a brand?
A. Employees
B. Customers
C. Competitors
D. All of these
E. Shareholders
27: A person's name can never be a brand name.
A. True in the U.S. and European Union, but not in other parts of the world.
B. True
C. False
28: The biggest value component of a brand is
A. Color
B. Logo
C. Reputation
D. Tagline
29: A term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand is what?
A. Brand management
B. Employer branding
C. Close stakeholder
D. Brand engagement
30: What aspect of branding focuses specifically on a graphic mark or emblem to represent the business entity?
A. Signage
B. Packaging
C. Style Guide
D. The logo.
E. Colorway
31: What color represents death in America?
A. Yellow
B. Black
C. Red
D. White
E. Blue
32: A brand is....
A. A promise between an organization and an individual
B. A strapline
C. A logo
33: The outward expression of a brand - including its name, trademark, communications, and visual appearance is called what?
A. Brand process
B. Sub-brand
C. Brand awareness
D. Brand identity
34: What is the most important characteristic of a good brand?
A. It is trendy with the current marketplace
B. It should consist of no more than two words and no more than 12 letters
C. It has no more than three colors
D. It should have a TM at the end of it
E. It is immediately recognizable
35: A brand which is widely known in the marketplace acquires what?
A. Scalability
B. Brand functionality
C. Brand recognition
D. Brand stickiness
36: True or False: When creating a Brand Identity any names being used should be checked for their meaning in other languages.
A. True
B. False
37: Building a brand identity makes no financial sense for small companies (i.e.: less than approx. $110 million in revenue).
A. True
B. False
38: When should a company consider investing in a new Brand Identity?
A. All of these
B. If it has merged with another company
C. If it has a new product
D. To revitalize its brand
E. If it is a new company
39: True or False: Brands help consumers choose between similar products and services.
A. True
B. False
40: What characteristics should be present in a tagline?
A. Not negative
B. Short
C. Unique
D. All of these
E. Easy to remember
41: In tangible terms a brand is a what?
A. Name
B. All of these
C. Slogan
D. Jingle
E. Logo
42: Which of the following are known drivers of brand equity?
A. All of these
B. Brand awareness.
C. Corporate ethics.
D. Brand image.
43: The following elements may differ from country to country, but generally speaking global brand variables include which of the following?
A. Positioning & marketing mixes
B. Corporate slogan & products/services
C. All of these
D. Product names & features
44: Which of the following is a touchpoint for a Brand Identity?
A. Business Cards
B. Signage
C. Packaging
D. All of these
E. Advertising
45: What should a set of Standards for a new Brand Identity include?
A. Templates for business presentations.
B. Taglines and other required information for inclusion in any form of communication including letterheads, emails and websites.
C. All of these
D. Typography guidelines including typefaces, sizes and positioning.
E. Specific color palettes to be used for all touchpoints including logos, uniforms, interior decor, etc.
46: The best way to build a brand's value is
A. Customer service training
B. Print advertising
C. All of these
D. Social Media
47: Which item or items below are brand touchpoints?
A. Employees
B. Packaging
C. Websites
D. All of these
E. Newsletters
48: An example of a global brand is?
A. Nike
B. Gap
C. All of these
D. Mastercard
E. Facebook
49: What factor(s) concerning the environment in which a product is being sold are a part of the Brand Identity?
A. Cleanliness of the sales area.
B. Lighting in the sales area.
C. Colors of the walls, flooring and furniture.
D. Uniforms worn by the employees.
E. All of these
50: How are employees a part of the Brand Identity?
A. Employees interact with other consumers through social media.
B. Employees help increase the Brand Identity by word of mouth with others.
C. Employees who believe in the Brand will influence others to believe in it too.
D. All of these
E. Employee uniforms help create and enforce the Brand Identity in the consumer's mind.
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