CMA CMA Brand Management & Positioning

Question 1

What is 'brand equity'?

Accepted Answer

The added value a brand name gives to a product beyond its functional benefits

Answer

The total monetary worth of a company's physical assets

Answer

The number of brand trademarks a company holds

Answer

The percentage of revenue spent on brand advertising

Question 2

David Aaker's Brand Equity Model identifies which five components of brand equity?

Accepted Answer

Brand Loyalty, Brand Awareness, Perceived Quality, Brand Associations, Other Proprietary Assets

Answer

Brand Revenue, Market Share, Customer Satisfaction, Brand Reach, Brand Age

Answer

Brand Recall, Brand Recognition, Brand Preference, Brand Insistence, Brand Rejection

Answer

Product Quality, Pricing, Distribution, Promotion, People

Question 3

A 'brand extension' strategy involves:

Accepted Answer

Using an established brand name to launch a product in a new category

Answer

Acquiring a competitor's brand to expand market share

Answer

Extending the warranty period of an existing branded product

Answer

Adding new features to an existing product under the same brand

Question 4

What is a 'brand promise'?

Accepted Answer

The value and experience a brand commits to consistently deliver to its customers

Answer

A legal guarantee about product performance

Answer

A marketing campaign tagline used in advertising

Answer

A formal contract between a brand and its distributors

Question 5

Which branding architecture strategy uses individual brand names for each product rather than a single corporate brand?

Accepted Answer

House of Brands

Answer

Branded House

Answer

Sub-branding

Answer

Co-branding

Question 6

Brand 'repositioning' is most commonly needed when:

Accepted Answer

Consumer perceptions have shifted, new competitors have emerged, or the brand is declining in relevance

Answer

A company wants to increase production capacity

Answer

A new CEO takes over internal leadership

Answer

Distribution channels need to be expanded