General Branding MCQs

1. A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area is called?

2. Registering a trademark with the U.S. Patent and Trademark Office provides what protection?

3. What is typically NOT a motivation for brand building?

4. Acceptable use of another entity's trademark are as follows?

5. What does RTB acronym stand for in building your brand's identity?

6. The experiential aspect consists of the sum of all points of contact with the brand and is known as the...

7. What are service marks used for?

8. What is the effect of brand reputation on price increases?

9. The basic definition of branding is

10. What is the difference between a service mark and a trademark?

11. When disaster strikes a company, the brand is guaranteed to decline in value.

12. According to Kapferer, the value of a brand is found where?

13. What is the first step to developing your brand?

14. In branding the term "positioning" generally refers to …

15. Brand parity occurs when?

16. What is brand equity?

17. Which of the following brand mental associations does not contribute to a favorable brand image?

18. Which of the following can NOT be considered a brand element?

19. What is brand parity?

20. Which of the following is NOT a component of brand activation?

21. What is the first thing you should do when creating a Brand Identity?

22. The outward expression of a brand - including its name, trademark, communications, and visual appearance is called?

23. Brand extension by definition is?

24. What is a tagline?

25. True or False: A wide variety of ephemera can typically be found at trade shows.

26. Who are the key stakeholders in a brand?

27. A person's name can never be a brand name.

28. The biggest value component of a brand is

29. A term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand is what?

30. What aspect of branding focuses specifically on a graphic mark or emblem to represent the business entity?

31. What color represents death in America?

32. A brand is....

33. The outward expression of a brand - including its name, trademark, communications, and visual appearance is called what?

34. What is the most important characteristic of a good brand?

35. A brand which is widely known in the marketplace acquires what?

36. True or False: When creating a Brand Identity any names being used should be checked for their meaning in other languages.

37. Building a brand identity makes no financial sense for small companies (i.e.: less than approx. $110 million in revenue).

38. When should a company consider investing in a new Brand Identity?

39. True or False: Brands help consumers choose between similar products and services.

40. What characteristics should be present in a tagline?

41. In tangible terms a brand is a what?

42. Which of the following are known drivers of brand equity?

43. The following elements may differ from country to country, but generally speaking global brand variables include which of the following?

44. Which of the following is a touchpoint for a Brand Identity?

45. What should a set of Standards for a new Brand Identity include?

46. The best way to build a brand's value is

47. Which item or items below are brand touchpoints?

48. An example of a global brand is?

49. What factor(s) concerning the environment in which a product is being sold are a part of the Brand Identity?

50. How are employees a part of the Brand Identity?

51. What types of elements can a logo be made from?

52. The physical representation and consistent application of brand identity across visual and verbal identity carriers is known as what?

53. The process by which a brand's positioning is brought to life for its customers is called:

54. What color represents luck in much of the Eastern hemisphere?

55. What is the Lanham act of 1946?

56. What is NOT an alternative name for Inbound Marketing?

57. Which of the following statements is false?

58. Brand management was triggered by a single memo written by __________ and known as the ____________ in the branding world.

59. What are trademarks used for?

60. What major industry has been trying to transform itself from commodity status through branding?

61. What color represents trust and high quality in China?

62. In America green represents life and environmental awareness. What does it represent in China?

63. From a customer perspective, which of the following are not a function of the brand?

64. How is ephemera important to branding?