1
What is a brand?
a) A logo
b) A product's slogan
c) A name, term, design, or symbol that sets a business apart from competitors
d) A company’s location
What is a logo?
a) The company's full product list
b) A visual symbol associated with a product or company
c) A description of services offered
d) A slogan or motto
Which of the following best describes a trade character?
a) A brand name
b) A visual symbol for the brand
c) A personified character associated with a brand
d) A description of the product’s quality
What aspect of branding can improve employee pride and satisfaction within a company?
a) Brand mark recognition
b) Consistent brand identity and message
c) Increasing brand awareness
d) Use of national brand over private brands
What is the main goal of branding?
a) To increase product prices
b) To create a unique image for the product or service
c) To add features to a product
d) To lower product quality
What does brand recognition mean?
a) Customers cannot identify the brand
b) Customers recall the brand and it influences their purchases
c) Customers can identify the brand by attributes
d) Customers are loyal to the brand
Which element is NOT typically included in a brand identity?
a) Brand mark
b) Product ingredients
c) Trade name
d) Unique value proposition
Which brand recognition level indicates that customers actively avoid purchasing a brand?
a) Brand non-recognition
b) Brand rejection
c) Brand preference
d) Brand loyalty
Which of these elements helps create a strong brand identity?
a) High prices
b) Unique logo, brand name, and brand mark
c) Limited customer support
d) Complex design
Which branding strategy combines two or more brands to produce a single product or service?
a) Brand licensing
b) Brand extension
c) Co-branding
d) Mixed branding
Which of the following is a legal designation that offers federal protection to a brand’s name, mark, or character?
a) Trade character
b) Brand identity
c) Trademark
d) UVP
Which of these logos does NOT follow the principle of simplicity?
a) A design with only two colors and minimal shapes
b) A detailed, multi-color illustration with complex elements
c) A single icon in a monochromatic color scheme
d) A geometric shape easily recognizable at any size
Which of these is NOT a level of brand recognition?
a) Brand rejection
b) Brand non-recognition
c) Brand acceptance
d) Brand loyalty
Which of the following branding strategies is intended to expand a company’s product line using an existing brand name?
a) Brand extension
b) Brand licensing
c) Mixed branding
d) Trade character branding
Why might a company use a co-branding strategy?
a) To enhance customer awareness by merging qualities of multiple brands
b) To minimize product production costs
c) To avoid creating a brand mark or trade name
d) To create a generic brand
What is the difference between brand awareness and brand recognition?
a) Brand awareness means customers trust the brand; brand recognition means customers prefer it
b) Brand awareness is knowledge of the brand’s existence; brand recognition is the ability to identify the brand by attributes
c) Brand awareness measures loyalty; brand recognition measures satisfaction
d) Brand awareness and brand recognition are the same thing
What type of brand is developed and owned by retailers, often sold at a lower price?
a) National brand
b) Private distributor brand
c) Generic brand
d) Trade character
What is a UVP (unique value proposition)?
a) A catchy slogan for a brand
b) A description of a brand’s distinct value for customers
c) The official brand mark registered with the government
d) A type of pricing strategy for a brand
Why do companies develop private distributor brands?
a) To promote other company products
b) To create loyal customer relationships through personalized service
c) To offer customers a lower-cost alternative while maintaining profit margins
d) To minimize legal risks in brand development
Which factor is crucial to maintaining brand cohesion?
a) Advertising on multiple platforms
b) Consistent brand design across all marketing activities
c) Regularly changing brand colors and logos
d) Using complex messaging