Assignment 1 - Brand - Brand Management - Tài liệu tham khảo | Đại học Hoa Sen

Assignment 1 - Brand - Brand Management - Tài liệu tham khảo | Đại học Hoa Sen và thông tin bổ ích giúp sinh viên tham khảo, ôn luyện và phục vụ nhu cầu học tập của mình cụ thể là có định hướng, ôn tập, nắm vững kiến thức môn học và làm bài tốt trong những bài kiểm tra, bài tiểu luận, bài tập kết thúc học phần, từ đó học tập tốt và có kết quả

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A. GENERAL CONCEPTS

1. The earliest signs of branding in Europe were the medieval ________ requirement that craftspeople put

trademarks on their products.

a. kings’

b. guilds’

c. consumers’

d. governments’

Answ

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2. The American Marketing Association defines a ________ as a name, term, sign, symbol, or design, “

or a combination of them, intended to identify the goods or services of one seller or group of sellers

and to differentiate them from those of competitors. ”

a. holistic product concept

b. brand

c. service concept

d. brand image

Answ

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3. At the heart of a successful brand is ________, backed by creatively designed and executed

marketing.

a. price

b. a great product or service

c. a great slogan

d. a brand concept

Answ

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4. The strategic brand management process involves four main steps. Which of the following would NOT

be among those steps?

a. Identifying and establishing brand positioning

b. Measuring consumer brand knowledge

c. Planning and implementing brand marketing

d. Growing and sustaining brand value

Answ

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5. Consumers learn about brands through ________ and product marketing programs.

a. the mass media

b. past experiences with the product

c. the sales force

d. independent information sources

Answ

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6. ________ is endowing products and services with the power of a brand.

a. Brand image

b. Branding

c. Brand positioning

d. Brand partitioning

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7. Consumers may evaluate identical products differently depending on how they are branded.

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8. Physical goods, services, and stores can be branded, but ideas and people cannot.

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9. One of the advantages of having a strong brand is the ability to have a more elastic consumer

response to price decreases of the brand.

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10. Brand knowledge is indicated when the consumer refuses to purchase competitive brands.

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11. Marketers of successful 21 -century brands must excel at ________- the design and implementation

of marketing activities and programs to build, measure, and manage brands to maximize their value.

a. promotional planning

b. strategic brand management

c. brand awareness

d. competitive differential advantage

Answ

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12. LVMH, Calvin Klein, Gucci, Chanel Dior, and others have become leaders in their product categories ,

by understanding ________ and desires and creating relevant and appealing images around their

products.

a. consumer perceptions

b. consumer motivations

c. consumer behaviors

d. consumer market segments

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13. Assume you are a marketing manager that wishes pursue a process of strategic brand management.

List the four main steps that you would most likely go through to accomplish this task.

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14. How does the American Marketing Association define the term

brand

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15. What valuable functions can brands perform for the firm, the consumers & stakeholders?

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16. Distinguish between brand identity and brand image.

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STRATEGIC BRAND MANAGEMENT ASSIGNMENT 1
[ Brand & Brand Management ] A. GENERAL CONCEPTS
1. The earliest signs of branding in Europe were the medieval ________ requirement that craftspeople put trademarks on their products. a. kings’ b. guilds’ c. consumers’ d. governments’ Answer:
2. The American Marketing Association defines a ________ as “a name, term, sign, symbol, or design,
or a combination of them, intended to identify the goods or services of one seller or group of sellers
and to differentiate them from those of competitors.” a. holistic product concept b. brand c. service concept d. brand image Answer:
3. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price b. a great product or service c. a great slogan d. a brand concept Answer:
4. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps?
a. Identifying and establishing brand positioning
b. Measuring consumer brand knowledge
c. Planning and implementing brand marketing
d. Growing and sustaining brand value Answer:
5. Consumers learn about brands through ________ and product marketing programs. a. the mass media
b. past experiences with the product c. the sales force
d. independent information sources Answer:
6. ________ is endowing products and services with the power of a brand. a. Brand image b. Branding c. Brand positioning d. Brand partitioning Answer: B. B TRUE/FALSE
7. Consumers may evaluate identical products differently depending on how they are branded. Answer:
8. Physical goods, services, and stores can be branded, but ideas and people cannot. Answer:
9. One of the advantages of having a strong brand is the ability to have a more elastic consumer
response to price decreases of the brand. Answer:
10. Brand knowledge is indicated when the consumer refuses to purchase competitive brands. Answer: C. C APPLICATION QUESTIONS
11. Marketers of successful 21st-century brands must excel at ________- the design and implementation
of marketing activities and programs to build, measure, and manage brands to maximize their value. a. promotional planning b. strategic brand management c. brand awareness
d. competitive differential advantage Answer:
12. LVMH, Calvin Klein, Gucci, Chanel, Dior, and others have become leaders in their product categories
by understanding ________ and desires and creating relevant and appealing images around their products. a. consumer perceptions b. consumer motivations c. consumer behaviors d. consumer market segments Answer: D. D SHORT ANSWER
13. Assume you are a marketing manager that wishes pursue a process of strategic brand management.
List the four main steps that you would most likely go through to accomplish this task. Suggested Answer:
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14. How does the American Marketing Association define the term brand? Suggested Answer:
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15. What valuable functions can brands perform for the firm, the consumers & stakeholders? Suggested Answer:
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16. Distinguish between brand identity and brand image. Suggested Answer:
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Assignment 1 - Brand - Brand Management - Tài liệu tham khảo | Đại học Hoa Sen

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