1.

A name, term, sign, symbol, or design, or a combination of them, intended to

identify the goods and services of one seller or group of sellers and to differentiate
them from those of competition is known as
a) Product
b) Logo
c) Trademark
d) Brand
2. The different components of a brand that identify and differentiate it are known as
a) Symbol
b) Patent
c) Brand elements
d) Branding
3. Brands are important to consumer because of the following:-
a) Identification of the source of the product
b) Assignment of responsibility to product maker
c) Risk reducer
d) All of above
4. Brands are important to business organizations because of the following:-
a) Signal of quality level
b) Endowing products with unique associations
c) A and B
d) None of above
5. Involves the design and implementation of marketing programs and activities to build,
measure, and manage brand equity.
a) Brand Management
b) Strategic Brand Management
c) Management of Brands
d) Strategic Brand Equity Management
6. Is the differential effect that brand knowledge has on consumer response to the
marketing of that brand?
a) Customer based brand equity
b) Brand equity
c) Brand knowledge structures
d) Brand Association
7. Is the key to creating brand equity?
a) Brand Knowledge
b) Brand Awareness
c) Brand Recall
d) Brand Identity
8. ----------- & ----------- are sources of brand equity
a) Brand Awareness & Brand Image
b) Brand Awareness & Brand Knowledge
c) Top of mind awareness & Brand Elements
 d) Brand Identity & Brand Recall
9. Advantages of brand awareness are------------- & ------------------
a) Consideration & Choice
b) Choice & Learning
c) A & B
d) None of above
10. The sum of lifetime values of all customers is called---------------------.
a) Customer equity
b) Customer value
c) Value equity
d) Customer relationship equity
11. Customer equity consists of ----------------, ----------------- &----------components.
a) Value equity, Brand equity & Relationship equity
b) Brand loyalty, Brand equity & Evoked set
c) A & B
d) None of above
12. --------------------- are attributes or benefits that consumers strongly associate with a
brand, positively evaluate, and believe that they could not find to the same extent with
a competitive brand.
a) Points of difference
b) Points of parity
c) Points of evoked set
d) Points of competitive advantage
13. Set of abstract concepts or phrases that characterize the five to ten most important
dimensions of the mental map of a brand is called-----------------.
a) Core brand values
b) Mind Maps
c) Brand associations
d) Brand knowledge structures