A
The Target bullseye and the McDonald’s golden arches are examples of
A. brand personalities
B. brand promises
C. corporate brands
D. logos
B - Brand promises
Corporate brands are important because they
A. Help businesses stand out.
B. Build customer distrust.
C. Help businesses blend in.
D. Ensure a business’s success.
A - Help businesses stand out
Colors, logos, and images are all elements that make up a company’s
A. brand values.
B. brand identity.
C. brand promise.
D. private brand.
B - Brand identity
Which of the following is part of a company’s brand identity:
A. Values
B. Promises
C. Design
D. Personality
C - Design
A health food company believes in customer satisfaction and cares about providing customers
with healthy, high-quality food. These beliefs are known as
A. private brands.
B. brand identity.
C. brand personality.
D. brand values
D - brand values
Brand values are one way that a company can
A. destroy other companies’ reputations.
B. show how similar it is to its competitors.
C. differentiate itself from its competition.
D. describe what its brand would be like as a person.
C - Differentiate itself from its competition.
A brand describes itself as funny, outspoken, and young. This is the company’s brand
A. lifestyle.
B. character.
C. values.
D. personality.
D - Personality
Which of the following is a brand personality:
A. We promise to provide the highest quality merchandise at the best possible price.
B. Serious, knowledgeable, and reliable
C. Integrity, honesty, and authenticity
D. Logos, images and graphics, and names
B - Serious, knowledgeable, and reliable
Department store sells clothing from brands like Levi’s, but it also sells its own store brands of
clothing, also known as __________ brands.
A. private
B. corporate
C. value
D. business
A - Private
Telling a brand story is important because it
A. is entertaining for customers.
B. is a fun activity for the company.
C. connects the brand with customers.
D. eliminates the need for a corporate brand.
C - Connects the brand with costumers.
Who should share a company’s brand values?
A. Competitors
B. Everyone in the company
C. The company’s CEO
D. Only the salespeople
B - Everyone in the company
A clothing manufacturer is trying to build its corporate brand, but it wants to make sure that
its customers know it stands for more than just making money. What should the company
concentrate on to communicate its greater purpose?
A. Brand identity
B. Brand values
C. Private brands
D. Brand personality
B - Brand values
What must a company first think of when developing its brand promise?
A. Private brands
B. Touchpoints
C. Brand cues
D. Brand values
D - Brand values
What does a brand personality describe?
A. Where a company is going
B. Why a company exists
C. Who a company is
D. What a company is
C - Who a company is
Which part of brand building involves telling the brand story?
A. Communicating the brand
B. Developing a brand promise
C. Defining brand values
D. Keeping the brand in mind
A - Communicating the brand