This is a practice exam with open and multiple choice questions to test your knowledge about the theory of various articles and Keller's book. The document contains 44 questions and answers.
Trial exam Brand Management
Based on the lectures of 2022
Radboud University – Master of marketing
1. Which of the following is not an advantage of brands for consumers?
A. Risk education
B. Need simplification
C. Loyalty
D. Express themselves
2. Describe what a perceptual entity is (in branding context).
3. ‘Views brands as signals (economic approach) and mental knowledge cues (psychological
approach)’ is a definition of:
A. Society perspective
B. Consumer perspective
C. Global perspective
D. Firm perspective
4. Customer-based brand equity is based on 3 things. Which of these is not an aspect of brand
equity?
A. Customer response to brand marketing
B. Customer brand knowledge
C. Differential effect
D. Loyalty effect
5. The concept of brand equity…
A. Stresses the importance of the brand in marketing strategies
B. Stresses the importance of the brand in loyalty strategies
C. Stresses the importance of the brand in social strategies
D. Stresses the importance of the brand in psychological strategies
6. Brand equity relates to the fact that:
A. Different outcomes result in the marketing of a product or service because of its brand
name, as compared to if the same product or service did not have that name.
B. Same outcomes result in the marketing of a product or service because of its brand
name, as compared to if the same product or service did not have that name.
C. Different outcomes result in the marketing of a product or service because of its brand
name, as compared to if the same product or service did have that name.
D. Different outcomes result in the marketing of a product or service because of its brand
name, as compared to if the same product or service did not have that name.
7. Name the key theory that is used in the article by Keller (1993). Hint: base for branding.
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