> > Branding MCQs > Basic Branding MCQs

Basic Branding MCQ

1. How is ephemera important to branding?

Ephemera is the process of polling consumers to see how they feel about a potential brand.

It puts your brand in front of others and makes them an advertisement for your brand.

Nothing, Ephemera is a type of jellyfish found in the Bahamas.

Ephemera is a software program that has special tools to help you develop a brand.

Answer

Correct Answer: It puts your brand in front of others and makes them an advertisement for your brand.

Note: This Question is unanswered, help us to find answer for this one

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

Expressing social values.

Risk reduction.

Increased convenience.

Saving search costs.

Answer

Correct Answer: Increased convenience.

Note: This Question is unanswered, help us to find answer for this one

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

Crops

Prosperity

Infidelity

Wealth

Life

Answer

Correct Answer: Infidelity

Note: This Question is unanswered, help us to find answer for this one

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

Black

White

Purple

Blue

Green

Answer

Correct Answer: Black

Note: This Question is unanswered, help us to find answer for this one

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

Chemical

Automotive

Pharmaceutical

Electric utilities

Answer

Correct Answer: Electric utilities

Note: This Question is unanswered, help us to find answer for this one

6. Brand management was triggered by a single memo written by and known as the __ in the branding world.

Neil H. McElroy, The McElroy Memo

William Proctor, The P&G memo

James Gamble, The P&G memo

William Smith, The McElroy Memo

Answer

Correct Answer: Neil H. McElroy, The McElroy Memo

Note: This Question is unanswered, help us to find answer for this one

7. Which of the following statements is false?

Brand importance differs for different product categories.

Brand importance differs from country to country.

Brand importance is different for brands belonging to the same product category.

Brand importance is higher in product categories where new products are introduced frequently.

Brand importance is higher in product categories where consumption is visible.

Answer

Correct Answer: Brand importance is different for brands belonging to the same product category.

Note: This Question is unanswered, help us to find answer for this one

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

Permission Marketing

Content Marketing

Attraction Marketing

Magnet Marketing

Answer

Correct Answer: Magnet Marketing

Note: This Question is unanswered, help us to find answer for this one

9. What is the Lanham act of 1946?

Act named after John Lanham of Ford Motor Corporation that protects fair trade practices.

Trademark infringement legislation that occurs when consumer confusion exists as to the origin of a trademark.

Act that covers piracy of a trademarked good or service.

Legislation enacted in response to the high-profile Enron and WorldCom financial scandals to protect shareholders and the general public from accounting errors and fraudulent practices in the enterprise.

Answer

Correct Answer: Trademark infringement legislation that occurs when consumer confusion exists as to the origin of a trademark.

Note: This Question is unanswered, help us to find answer for this one

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

Purple

Red

White

Green

Blue

Answer

Correct Answer: Red

Note: This Question is unanswered, help us to find answer for this one

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

Brand-Building

Brand Activation

Marketing

Advertising

Customer Experience

Answer

Correct Answer: Brand Activation

Note: This Question is unanswered, help us to find answer for this one

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

Brand equity

Brand implementation

Brand recognition

Brand background

Answer

Correct Answer: Brand implementation

Note: This Question is unanswered, help us to find answer for this one

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

Pictorial Marks

All of these

Letterform Marks

Abstract Marks

Wordmarks

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

Employees interact with other consumers through social media.

Employees help increase the Brand Identity by word of mouth with others.

Employees who believe in the Brand will influence others to believe in it too.

All of these

Employee uniforms help create and enforce the Brand Identity in the consumer's mind.

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

Cleanliness of the sales area.

Lighting in the sales area.

Colors of the walls, flooring and furniture.

Uniforms worn by the employees.

All of these

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

16. An example of a global brand is?

Nike

Gap

All of these

Mastercard

Facebook

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

17. Which item or items below are brand touchpoints?

Employees

Packaging

Websites

All of these

Newsletters

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

Customer service training

Print advertising

All of these

Social Media

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

Templates for business presentations.

Taglines and other required information for inclusion in any form of communication including letterheads, emails and websites.

All of these

Typography guidelines including typefaces, sizes and positioning.

Specific color palettes to be used for all touchpoints including logos, uniforms, interior decor, etc.

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

Business Cards

Signage

Packaging

All of these

Advertising

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

Positioning & marketing mixes

Corporate slogan & products/services

All of these

Product names & features

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

22. In tangible terms a brand is a what?

Name

All of these

Slogan

Jingle

Logo

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

23. What characteristics should be present in a tagline?

Not negative

Short

Unique

All of these

Easy to remember

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

True

False

Answer

Correct Answer: True

Note: This Question is unanswered, help us to find answer for this one

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

All of these

If it has merged with another company

If it has a new product

To revitalize its brand

If it is a new company

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

True

False

Answer

Correct Answer: False

Note: This Question is unanswered, help us to find answer for this one

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

True

False

Answer

Correct Answer: True

Note: This Question is unanswered, help us to find answer for this one

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

Scalability

Brand functionality

Brand recognition

Brand stickiness

Answer

Correct Answer: Brand recognition

Note: This Question is unanswered, help us to find answer for this one

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

It is trendy with the current marketplace

It should consist of no more than two words and no more than 12 letters

It has no more than three colors

It should have a TM at the end of it

It is immediately recognizable

Answer

Correct Answer: It is immediately recognizable

Note: This Question is unanswered, help us to find answer for this one

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

Brand process

Sub-brand

Brand awareness

Brand identity

Answer

Correct Answer: Brand identity

Note: This Question is unanswered, help us to find answer for this one

31. A brand is....

A promise between an organization and an individual

A strapline

A logo

Answer

Correct Answer: A promise between an organization and an individual

Note: This Question is unanswered, help us to find answer for this one

32. What color represents death in America?

Yellow

Black

Red

White

Blue

Answer

Correct Answer: Black

Note: This Question is unanswered, help us to find answer for this one

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

Signage

Packaging

Style Guide

The logo.

Colorway

Answer

Correct Answer: The logo.

Note: This Question is unanswered, help us to find answer for this one

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

Brand management

Employer branding

Close stakeholder

Brand engagement

Answer

Correct Answer: Brand engagement

Note: This Question is unanswered, help us to find answer for this one

35. The biggest value component of a brand is

Color

Logo

Reputation

Tagline

Answer

Correct Answer: Reputation

Note: This Question is unanswered, help us to find answer for this one

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

True in the U.S. and European Union, but not in other parts of the world.

True

False

Answer

Correct Answer: False

Note: This Question is unanswered, help us to find answer for this one

37. Who are the key stakeholders in a brand?

Employees

Customers

Competitors

All of these

Shareholders

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

True

False

Answer

Correct Answer: True

Note: This Question is unanswered, help us to find answer for this one

39. What is a tagline?

A slogan that helps to focus the emotions of the consumer.

A phrase that expresses the heart of the company or product and differentiates it from others.

All of these

An advertising slogan that can be trademarked.

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

40. Brand extension by definition is?

A brand that is sold and marketed in a smaller market.

The use of a well developed brand name in a different product category.

A byproduct of Account-based marketing.

The leveraging of brand equity.

Answer

Correct Answer: The use of a well developed brand name in a different product category.

Note: This Question is unanswered, help us to find answer for this one

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

Brand mediocrity

Brand identity

Brand awareness

Brand recognition

Answer

Correct Answer: Brand identity

Note: This Question is unanswered, help us to find answer for this one

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

Design multiple potential logos

Conduct research

Get quotes for reprinting anything that has the old brand

Establish the standards for use of the brand

Develop a tagline to go with the new logo

Answer

Correct Answer: Conduct research

Note: This Question is unanswered, help us to find answer for this one

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

Product development

Customer experience

All of these are a components

Advertising

Employee engagement

Answer

Correct Answer: All of these are a components

Note: This Question is unanswered, help us to find answer for this one

44. What is brand parity?

The perception that brands are essentially the same.

Negative publicity for a brand.

The launch of a new brand.

The estimated dollar value of the brand.

The visual elements of a brand.

Answer

Correct Answer: The perception that brands are essentially the same.

Note: This Question is unanswered, help us to find answer for this one

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

Favorable mental associations.

Unique mental associations.

Common associations.

Strong mental associations.

Answer

Correct Answer: Common associations.

Note: This Question is unanswered, help us to find answer for this one

46. Brand parity occurs when?

When a brands visual identity is compromised.

When two competing brands are displaced by a third competitor.

When the perception of the customer is that some brands are equivalent.

When the act of associating with a product or service becomes damaging.

Answer

Correct Answer: When the perception of the customer is that some brands are equivalent.

Note: This Question is unanswered, help us to find answer for this one

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

Testing brand impact in certain geographical areas before rolling out changes globally.

Efforts to occupy a niche in a larger market and in the target audience's perception.

A controversial PR tactic to deflect bad publicity.

Strategically locating stores and distribution centers in such a way as to create synergies and minimize cost.

Efforts to increase brand equity, thereby advancing on Interbrand's annual list of most valuable brands.

Answer

Correct Answer: Efforts to occupy a niche in a larger market and in the target audience's perception.

Note: This Question is unanswered, help us to find answer for this one

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

Determine your brand's tagline

Determine your brand's advertising plan

Determine your brand's visual identity

Determine how your brand will be positioned

Determine your marketing budget

Answer

Correct Answer: Determine how your brand will be positioned

Note: This Question is unanswered, help us to find answer for this one

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

The length of time a brand has existed.

The memory of each of the potential consumers within a target market.

The corporate reputation within a target market.

In the brand name.

Answer

Correct Answer: The memory of each of the potential consumers within a target market.

Note: This Question is unanswered, help us to find answer for this one

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

True

False

Answer

Correct Answer: False

Note: This Question is unanswered, help us to find answer for this one

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

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.

None of these

A trademark is for tangible items and a service mark is for intangible services.

A trademark is for use by corporations and a service mark is for use by smaller companies and individuals.

They are both interchangeable.

Answer

Correct Answer: A trademark is for tangible items and a service mark is for intangible services.

Note: This Question is unanswered, help us to find answer for this one

52. The basic definition of branding is

The sum of all marketing messages an audience is left with after engaging directly with an identifiable product or service

The sum of all marketing efforts applied against an identifiable product or service

The sum of all interactions and experiences with an identifiable product or service

The sum of all wordmarks, logos, images and pictures available for all marketing efforts.

Answer

Correct Answer: The sum of all interactions and experiences with an identifiable product or service

Note: This Question is unanswered, help us to find answer for this one

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

Brand equity will increase

There is no effect

A good reputation is less elastic when comparing perceived unfairness with company profit increases.

Consumers believe a price increase is fair only if the firm is not increasing their profits.

Answer

Correct Answer: A good reputation is less elastic when comparing perceived unfairness with company profit increases.

Note: This Question is unanswered, help us to find answer for this one

54. What are service marks used for?

To identify your unique manufacturing processes.

To identify goods—physical commodities—whether natural, manufactured or produced.

To identify services—intangible activities—performed by one person for the benefit of a person or persons other than himself.

To protect your product from being manufactured by another entity.

To identify and protect any computer coding and programs developed by an entity.

Answer

Correct Answer: To identify services—intangible activities—performed by one person for the benefit of a person or persons other than himself.

Note: This Question is unanswered, help us to find answer for this one

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

Brand name

Brand experience

Brand recognition

Brand function

Answer

Correct Answer: Brand experience

Note: This Question is unanswered, help us to find answer for this one

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

Reason to Believe

Reason to Brand

Answer

Correct Answer: Reason to Believe

Note: This Question is unanswered, help us to find answer for this one

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

Comparative advertising

All of these

Nominative fair use

Parody

Answer

Correct Answer: All of these

Note: This Question is unanswered, help us to find answer for this one

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

All of these

Protection of the trademark in the United States and its territories.

Protection of the trademark world wide.

Protection of the trademark throughout North America.

Protection of the trademark in European countries.

Answer

Correct Answer: Protection of the trademark in the United States and its territories.

Note: This Question is unanswered, help us to find answer for this one

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

Small brand

Micro brand

Local brand

Minute brand

Mini Brand

Answer

Correct Answer: Local brand

Note: This Question is unanswered, help us to find answer for this one

Branding MCQs | Topic-wise

MCQ on Basic Branding

General Branding MCQs

Branding Subjects

More Resources

Branding MCQ

Branding Skill Assessment

Branding PDF

Related MCQs

Constant Contact MCQs

Consumer Behavior MCQs

Corporate Communications MCQs

Customer Relationship Management MCQs

Digital Marketing MCQs

Basic Branding MCQ

1. How is ephemera important to branding?

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

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

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

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

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

7. Which of the following statements is false?

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

9. What is the Lanham act of 1946?

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

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

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

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

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

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

16. An example of a global brand is?

17. Which item or items below are brand touchpoints?

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

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

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

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

22. In tangible terms a brand is a what?

23. What characteristics should be present in a tagline?

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

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

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

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

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

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

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

31. A brand is....

32. What color represents death in America?

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

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

35. The biggest value component of a brand is

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

37. Who are the key stakeholders in a brand?

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

39. What is a tagline?

40. Brand extension by definition is?

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

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

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

44. What is brand parity?

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

46. Brand parity occurs when?

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

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

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

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

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

52. The basic definition of branding is

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

54. What are service marks used for?

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

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

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

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

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

6. Brand management was triggered by a single memo written by and known as the __ in the branding world.