Q.No.

Question Options Answer

1.
The definition of
,,
Brand
,,
as per the AMA is
:
,,
name, term, sign, symbol, or design, or a
combination of them intended to ........goods
and services of one seller or group of sellers
and to ......... them from those of competition
,,

1. Identify, differentiate
1
2. Strengthen, differentiate
3. Highlight, identify
4. None of the above
5. -
2.
The inter-relationship between Products and
Brands is
1. Product > Brand
3
2. Product = Brand
3. Product < Brand
4. They are un related
5. -
3.
Key Branding challenges and oppurtunties
include
1.
Plethora of challenges thus cannot be
defined.
4
2.
Economic variability, technological
innovation, diverse customer, political
instability
3.
Breakthrough innovation environment, high
cost of customer contact, heightened
awareness levels among consumers
4.
Savvy customers, Brand Proliferation, Media
fragmentation, increased competition,
increased costs, greater accountability
5. -
4. Intangible aspects of brand includes
1. Emotional benefits
3
2. Self Expressive benefits
3. Both a and b
4. Neither a or b
5. -
5.
History of branding was influenced by the
following major eras
1. Economic depression of the 1930s
4
2. Scientific discoveries in the 1950
,
s
3. E revolution in the 90
,
s
4. All of the above
5. -
6.
Homogenous shopping products are defined
as
1.
There is no perceived difference in quality or
performance. Demand is very elastic, and the
customer is willing to shop for the brand with
the lowest price.
1
2.
There is no perceived difference in quality or
performance. Demand is very inelastic, and
the customer is willing to shop for the brand
that is most easily available
3.
There is no perceived difference in quality or
performance. Demand is very elastic, and the
customer is willing to shop for the brand that
has the highest recall
4. None of the above
5. -
7.
The evolution of branding has meant that now
brands are controlled by
1. Activists
2
2. Consumers
3. Corporates
4. Politicians
5. -
8. Brand Positioning is about creating a
1.
Distinctive proposition to help win creative
awards
2
2.
Distinctive place in consumer mind for
competitive advantage
3.
Distinctive place in consumer mind
irrespective of competition etc
4. None of the above
5. -
9.
The twin aspects while evaluating
,,
frame of
reference
,,
while crafting Brand Positioning are
1.
Assessing market : ie consumers and
assessing competition
1
2.
Assessing global presence of own products
and assessing local competition
3.
Assessing competition and assessing
regulatory environment of market
4.
Assessing market i. consumers and
assessing global trends.
5. -
10.
In a print ad, Brand X says that it has
,,
25 vital
nutrients that help children grow taller,
faster.
,,
The
,,
25 vital nutrients
,,
are the Brands
....... and the
,,
growing taller, faster
,,
attribute
being spoken of is its........
1. RTB, POP
3
2. POP, POD
3. RTB, POD
4. POD, Brand Identity
5. -
11.
Brand Y launches dissolvable capsules that
turns into a delicious, lip smacking carbonated
soft drink when put in 200 ml of water. The
price of one capsule equals the price of 200 ml
of bottled soft drink. Brand Y is available in
leading stores, and has launched it marketing
campaign starring Salon Khan ( a leading film
star; who in the past has also endorsed Pep
and KoKe- leading soft drink makers.). The
POD, for Brand Y is
1. Celebrity presence
2
2. Product format i.e capsule
3. Taste
4. All of the above.
5. -
12.
The positioning dimension/ positioning peg
that a brand selects , needs to be
1. Product based
4
2. Price based
3. Emotional benefit based
4. Could be anything
5. -
13.

,,
POP and POD are always
complementary
,,
This statement is
1. Always true
3
2. Always false
3. May or may not be true
4.
POP is a consumer irrelevant concept; so
POD has to be highlighted in isolation only.
5. -
14. Brand Positioning statement captures
1.
For whom...... Brand X that is .......which
gives.....because.......
1
2.
For whom.....Brand X that is....... which
gives......
3.
For whom.....Brand X that is....... while other
brands are........
4.
For whom....Brand X that used to be.......but
now........
5. -
15.
A useful way to assess a Brands positioning
strength within the identified product space is
1. Mental Map
4
2. CBBE model
3. Value chain
4. Perceptual map
5. -
16.
The succinct truth about what a brand stands
for , is termed as
1. Brand Identity
4
2. Brand archetype
3. Brand image
4. Brand essence
5. -
17.
Brand identity has 6 interrelated facets,
namely
1.
Physical facet, personality, culture, self
expressive benefit, reflected consumer,
consumer mentalisation
2
2.
Physical facet, personality, culture,
relationship, reflected consumer, consumer
mentalisation
3.
Physical facet, company vision, culture,
relationship, reflected consumer, consumer
mentalisation
4.
Physical facet, personality, culture,
secondary assosciation, reflected consumer,
consumer mentalisation
5. -
18.
In the Kapferer Brand Identity model , the
target consumers
,,
inward mirror
,,
has been
termed as
1. Reflected consumer
2
2. Consumer mentalisation
3. Relationship
4. None of the above.
5. -
19.
To construct a Brand Essence , the three
parameters used are
1. Target audience, competition, product usp
3
2. Communicate, simplify, inspire
3.
Emotional modifier, descriptive modifier,
Brand modifier
4.
Emotional modifier, functional modifier,
value modifier
5. -
20. Mental map is an outcome of 1. Brand associations 1
2. Brand equity
3. Brand RTB
,
s
4. Consumer segmentation
5. -
21.
Brand ABC is a sports goods brand; with the
promise of
,,
superior performance for relentless
people
,,
. It showcases itself to be someone
who would find out the way through his or her
own courageous acts and often always be the
winner akin to believing that when there is a
will there is a way. This description best
typifies the
1. Ruler archetype
4
2. Outlaw archetype
3. Sage archetype
4. Hero archetype
5. -
22.
Brand XYZ is a personal care brand with the
promise of
,,
transformational beauty
,,
. It
showcases diverse women - accomplished
celebrities, models, home makers, office goers
who endorse the unbelievable improvements
that they have experienced . This description
best typifies the
1. Caregiver archetype
3
2. Creator archetype
3. Magician archetype
4. Everyman archetype
5. -
23. Brand equity as defined by Aaker is
1.
A set of brand assets and liabilities linked to
a brand, its name, symbol, that only add to
the value provided by a product or service to
a form and/or to that firms customers.
3
2.
The differential effect that brand knowledge
has on consumer response to the marketing
of that brand.
3.
A set of brand assets and liabilities linked to
a brand, its name, symbol, that add to or
subtract from the value provided by a
product or service to a form and/or to that
firms customers.
4.
The differential effect that brand knowledge
has on shareholder response to the
performance of the brand.
5. -
24.
The attributes that are common between
Aaker and Keller models on brand equity are
1. Brand awareness , Brand Image, Loyalty
1
2.
Perceived Quality and Other legal financial
metrics
3. Loyalty and perceived quality
4.
Nothing is in common between the two
models.
5. -
25.
The multipliers in the Brand Value chain
model refer to the
1.
The 4 stages of value transfer leading to
shareholder value creation
2
2.
The extent to which value created at one
stage transfers to the next stage.
3.
Source of the CBBE brand equity model by
Keller
4.
Framework beyond which brand equity
cannot be affected by any other factor.
5. -
26. -
1. -
0
2. -
3. -
4. -
5. -
Q.No. Question Options Answer
1.
Key Branding challenges and oppurtunties
include
1.
Plethora of challenges thus cannot be
defined.
4
2.
Economic variability, technological
innovation, diverse customer, political
instability
3.
Breakthrough innovation environment, high
cost of customer contact, heightened
awareness levels among consumers
4.
Savvy customers, Brand Proliferation, Media
fragmentation, increased competition,
increased costs, greater accountability
5. -
2. Brand Positioning is about creating a
1.
Distinctive proposition to help win creative
awards
2
2.
Distinctive place in consumer mind for
competitive advantage
3.
Distinctive place in consumer mind
irrespective of competition etc
4. None of the above
5. -
3.
Brand Y launches chewable chocolates that
give the same great indulgent taste of a milk
chocolate for over 10 minutes; as it is in a
chewable format. Brand Y is available in
leading stores, and has launched it marketing
campaign starring Piggy Chopstar ( a leading
film star; who in the past has also endorsed
Cad and Berry leading chocolate makers.). The
POD, for Brand Y is
1. Celebrity presence
2
2. Product format i.e chewable chocolate
3. Taste
4. All of the above.
5. -
4. Brand Positioning statement captures
1.
For whom......and X that is ........which
gives.....because.......
1
2.
For whom....... Brand X that is....... which
gives........
3.
For whom........Brand X that is...... while
other brands are.......
4.
For whom.......Brand X that used to
be........but now......
5. -
5.
A useful way to assess a Brands positioning
strength within the identified product space is
1. Mental Map
4 2. CBBE model
3. Value chain
4. Perceptual map
5. -
6.
In the Kapferer Brand Identity model , the
target consumers
,,
outward mirror
,,
has been
termed as
1. Reflected consumer
1
2. Consumer mentalisation
3. Relationship
4. None of the above.
5. -
7.
Brand XYZ is hotel brand with the promise of
creating an unforgettable experience- of
intimacy and a complete awakening of the
senses. There is something to delight and
rejuvenate mind , body an soul . This
description best typifies the
1. Innocent archetype
3
2. Magician archetype
3. Lover archetype
4. Caregiver archetype
5. -
8. Brand equity as defined by Aaker is
1.
A set of brand assets and liabilities linked to
a brand, its name, symbol, that only add to
the value provided by a product or service to
a form and/or to that firms customers.
3
2.
The differential effect that brand knowledge
has on consumer response to the marketing
of that brand.
3.
A set of brand assets and liabilities linked to
a brand, its name, symbol, that add to or
subtract from the value provided by a
product or service to a form and/or to that
firms customers.
4.
The differential effect that brand knowledge
has on shareholder response to the
performance of the brand.
5. -
9.
Brand ABC is a music channel that has carved
its own niche by launching edgy, dark reality
1. Ruler archetype 2
shows that take on the so called established
norms of society. The hosts on this show are
all Page 3 personalities that tend to be in the
news for some controversy or the other. This
description best typifies the
2. Outlaw archetype
3. Hero archetype
4. Sage archetype
5. -
10.
Some business lines, which cannot be
branded are
1. Religions
4
2. Educational institutes
3. Online social networking web sites
4. None of the above.
5. -
11.
The brand elements that are offensive
strategies of marketeers and help build brand
equity are
1. Transferability, adaptability, protectable
4
2. Memorability, likability, adaptability
3. Memorability, adaptability, meaningfulness
4. Memorability, likability, meaningfulness
5. -
12.
Advertising has evolved largely owing to
changes in
1. Will of business owners
2
2.
Socio-economic conditions and consumer
evolution
3.
Growth in manufacturing & services sector >
agricultural sector
4. Monetization of media industry
5. -
13.
Intangible aspects of Brand management
includes
1. User imagery 3
2. Country of origin
3. A and B only
4. Neither A nor B
5. -
14. Emergency convenience product means
1.
Customer has immediate need for product:
price and perhaps even quality are of small
concern. Demand is inelastic and place is
important.
1
2.
Customer has immediate need for product:
price and quality are of high concern.
3.
Customer has immediate need for product:
price, place and quality are of small concern.
4.
Customer has immediate need for product
but Demand is elastic given the day-to-day
nature of the product.
5. -
15.
While crafting the Positioning statement, and
looking at
,,
Frame of reference
,,
, a technique
that helps gain consumer understanding.
1. Funneling
3
2. Prospecting
3. Segmentation
4. None of the above
5. -
16. Competition companies are in
1.
Products from Related industry offering
similar functional benefits
2
2.
Product offering similar functional and
emotional benefits
3.
Direct products offering similar functional
benefits
4. None of the above.
5. -
17.
Consumer perception of what the brand
stands for is termed as
1. Brand Identity
3
2. Brand Positioning
3. Brand Image
4. Brand Archetype
5. -
18.
The
,,
external
,,
factors in the Kapferer Brand
Identity Model are
1.
Physical facet, Relationship, reflected
consumer
1
2. Personality, Culture, Consumer mentalisation
3. Physical facet, Relationship, Personality
4. Physical facet, Personality, Culture
5. -
19.
The heart and soul of a brand that captures
the essence of what a brand stands for, is
termed as
1. Brand Identity
2
2. Brand Mantra
3. Brand Archetype
4. Brand Positioning
5. -
20.
Multiple Brand Associations can be captured
on a
1. Mental map
1
2. CBBE model
3. Carl Jungs 12 archetypes
4. None of the above
5. -
21.
The brand knowledge aspect as defined by
Keller in the CBBE model include
1. Brand awareness and brand loyalty
2
2. Brand awareness and brand image
3. Brand image and brand loyalty
4. None of the above
5. -
22.
The CBBE model prescribes 4 steps for brand
building progressing from building Salience and
culminating in
1. Resonance i.e intense loyalty
1
2. Affinity i.e positive feelings and Judgement
3.
TOM recall i.e top of mind reference when
asked about category
4. None of the above.
5. -
23.
David Aakers model includes 5 elements,
namely
1.
Brand Awareness, Brand Loyalty, Brand
Positioning, Perceived Quality, Others ( i.e
trademark, patents etc)
3
2.
Brand identiication, Brand affinity, Brand
Associations, Perceived Quality, Others ( i.e
trademark, patents etc)
3.
Brand Awareness, Brand Loyalty, Brand
Associations, Perceived Quality, Others ( i.e
trademark, patents etc)
4.
Brand Awareness, Brand Loyalty, Brand
Assosciation, Perceived brand image, Others
( i.e trademark, patents etc)
5. -
24.
The value model prescribed by Keller, the
multiplier that impacts value transition from
Customer mindset to Brand Performance is
1. Program quality multiplier
2
2. Marketplace condition multiplier
3. Investment multiplier
4. None of the above
5. -
25.
In a print ad, Brand X says that it has
,,
20%
more fluoride than other toothpastes that help
whiten teeth within 7 days.
,,
The
,,
20% more
fluoride
,,
is the Brands ....... and the
,,
whitening
of teeth within 7 days
,,
attribute being spoken
of is its
1. RTB, Functional benefit
1
2. POP, Emotional benefit
3. RTB, POP
4. POD, Brand Identity
5. -
26. -
1. -
0
2. -
3. -
4. -
5. -
Q.No. Question Options Answer
1.
What is the key question being discussed in
the case
1. Managing and assessing brand equity
4
2.
Managing and assessing the brand
positioning across key power brands
3.
Managing and assessing brand quality and
sales performance
4. Managing and assessing brand extensions
5. -
2. A brand extension failure that HUL faced was
1. Lifebuoy Gold
4
2. Lux toothpaste
3. Fair and Lovely shampoo
4. Vaseline Talc
5. -
3. In the 90
,
s, HUL expanded operations via
1. Through new product development
3
2. Through the power brand startegy
3. Through mergers and acquisitions
4. Through scaling up of regional brands
5. -
4.
Advantages that HUL enjoyed owing to brand
extensions
1. Instant recognition of products, Credibility
3
2.
Early acceptance with much less advertising
outlay
3. Both a and b
4. Only b
5. -
5.
In the year 2000, HUL examined its strategy
and decided to
1.
Resources behind 30 power products out of
110
4
2. Divest from non profitable product lines
3. Acquire regional players at subsidized cost
4.
Put resources behind 30 power brands out
of 110
5. -
6.
The one brand; for which almost all brand
extensions were successful was
1. Ponds
2
2. Axe
3. Sunsilk
4. Lux
5. -
7.
An acceptable result of brand extension is
when
1.
Brand extension i.e the new product may
sell below its own sales target but there is no
decline in sale of the existing product
2
2.
Brand extension i.e the new product sells
well without affecting sales of the existing
product
3.
Brand extension increases recall of both the
new product and the existing product
4.
Brand extension i.e new product achieves its
own target; though there is a decline in the
existing product
5. -
8.
Lifebuoy had been synonymous with
,,
health
and hygiene
,,
. Through its brand extensions,
Lifebuoy attempted to
1.
Own the space of
,,
health and hygiene
,,
by
launching as many relevant product lines.
2
2. Tap new consumer segments
3.
Grab market oppurtunties before
competitors could do so.
4.
Move away from the
,,
health and
hygiene
,,
space and occupy an alternate
brand assosciation, by launching newer
products (This was done as research had
shown that health and hygiene is not
desirable when in comes to personal care
products)
5. -
9.
A product category where Lux failed to make
successful inroads and products had to be
eventually withdrawn was
1. Sun protection products
4
2. Shampoo
3. Neither a nor b
4. Both a and b
5. -
10.
HLL has withdrawn some brand extensions
because
1.
They did not possess the internal capabilities
to support those launches
2
2.
Some new extensions did not meet their
policy that the new variant must have
significant market share of its own to justify
introduction in the market
3.
Consumer segments accepted the product,
but these segments were too niche and thus
had limited business potential
4. All of the above.
5. -
11. -
1. -
0
2. -
3. -
4. -
5. -
Q.No. Question Options Answer
1. A
,,
watch-out
,,
for brand extensions is that
1. They can encourage brand switching
4
2.
They dilute the marketing support for the
master brand
3.
They may diffuse brands imange rather than
reinforcing it
4. All of the above.
5. -
2. A brand extension failure that HUL faced was
1. Lifebuoy Gold
2
2. Ponds toothpaste
3. Lux toothpaste
4. Fair and Lovely shampoo
5. -
3. A bad result from a brand extension is when 1.
The launch of the new product causes a
decline in the sale of the existing product.
1
2.
The launch of the new product has no
impact on the sale of the existing product.
3.
The launch of the new product causes a
decline in the recall of the existing product
4.
The launch of the new product has no
impact on the recall of the existing product.
5. -
4.
HUL
,
s foray into the hair colour segment was
because
1.
As market leaders in personal care, HUL
wanted to ensure its presence across all
product categories
2
2. L
,
oreal entered the Indian market
3.
Sunsilk was dwindling as a brand, and a new
brand extension could revitalize it
4. None of the above.
5. -
5. HLL
,
s strategy has largely centered around
1. Launching completely new brands
3
2. Launching completely new products
3. Launching variants and extensions
4.
Acquiring regional brands and marketing
them nationally
5. -
6.
When a product idea is in itself very strong,
the right thing to do would be
1.
Launch only as a brand extension of a brand
that is the market leader in the same or
related product category
3
2.
Launch only as a brand extension of a brand
that is the market follower in the same or
related product category
3. Evaluate Launch as a new brand
4.
Launch only as a brand extension of a brand
that is struggling for growth in order to
revitalize it.
5. -
7.
With Lakme, and its brand extensions, HUL
showed that brand extensions are about
1.
Launching newer products even for niche
consumer segments
4
2.
Investing in completely new business
models as long as they backed by mega
shifts in consumer trends.
3. Neither a nor b
4. Both a and b
5. -
8.
The one brand; for which almost all brand
extensions were successful was
1. Ponds
2
2. Axe
3. Sunsilk
4. Lux
5. -
9.
Fair and Lovely faced stiff competition on
account of
1.
Other fairness creams that promised similar
results
4
2.
Launch of fairness soaps that promised
similar benefits
3.
Global brands that were perceived to be
more premium
4. All of the above.
5. -
10.
Key challenge faced by HUL as an
organisation towards the year 2000 was
1.
Entry of global premium brands threatening
the established HUL brands
3
2.
Greater interference by parent company
Unilever in local Indian operations
3.
Limited growth opportunities given the
maturity of the market and high penetration
levels.
4.
High growth oppurtunties in moderately
profitable product lines; while sluggish
oppurtunties in the highly profitable product
lines.
5. -
11. -
1. -
0
2. -
3. -
4. -
5. -
Q.No. Question Options Answer
1.
Godiva Europe
,
s production capacity is located
in
1. Brussels
1
2. Prague
3. Belarus
4. Bahamas
5. -
2. Japanese market is important because
1. High sales volume
3
2. High per capita chocolate consumption
3. High realization
4. Low import duties
5. -
3. Chocolate consumption is the highest in
1. Western Europe
3
2. Eastern Europe
3. Northern Europe
4. Southern Europe
5. -
4.
In Belgium the maximum purchase of
chocolates happens for
1. Self consumption
4
2. Family Consumption
3. Largely Seasonal ( Christmas) gifting
4. Gifting
5. -
5.
Belgian chocolates are appreciated in France
owing to the efforts made by
1. Godiva
3
2. Corne Toison
3. Leonidas
4. Jeff de Bruges
5. -
6.
The problem of seasonality is massive in
Japan, with 75% of sales happening around
1. Christmas
2
2. Valentine Day
3. Parents Day
4. Independence day
5. -
7.
A key business issue facing Godiva
management is
1.
Finding the optimal compromise between
automisation and hand made chocolates
1
2.
Tackling seasonality in big markets such as
Japan
3. Standardizing packaging across all markets
4.
Differentiating brand image in each market
versus competitors
5. -
8.
The aspect that Godiva would like to
standardize across markets is
1. Taste
3
2. Pricing
3. Retail stores
4. Packaging
5. -
9.
The key advertising task for the Belgian
market is to
1.
Increase frequency of purchase of
chocolates
4
2.
Make the brand image more
,,
luxurious
,,
in
order to arrest the decline of sales inspite of
price increases ( 7% sales volume was lost
after a 10% price increase)
3. Make the brand image more youthful
4. All of the above.
5. -
10.
A weakness that Godiva has in the Belgian
market is
1. Premium price
4
2. Inferior product wrt taste and quality
3. Non standardized retail stores
4. Old fashioned image
5. -
11. -
1. -
0 2. -
3. -
4. -
5. -
Q.No. Question Options Answer
1.
The acquisition of Corne Toison was done
with the objective of
1.
Reinforcing imagery of premiuness that both
Godiva and Corne Toison shared
4
2.
Differentiate between the imagery of Godiva
and Corne Toison
3. Leverage production capacity of the factory
4. B and c
5. -
2.
Godiva chocolates belong to the sub category
of
1. Candies
2
2. Praline
3. Industrial chocolates
4. Chocolate bars
5. -
3. Birthplace of Praline chocolates
1. Prague
2
2. Brussels
3. Japan
4. USA
5. -
4.
In Belgium where the brand Godiva has its
roots; it is considered
1.
Differentiated and enjoys unique brand
assosciation
4 2.
Is considered most premium brand with
strong loyalists
3.
Is considered most ideal for gifting owing to
premium imagery association and the highest
product assortment within a box
4.
Is not clearly perceived as different
compared to other leading competitors
5. -
5.
The absence of the
,,
chocolate culture
,,
is a
challenge whilst introducing Belgian chocolates
in
1. Spain
3
2. UK
3. Germany
4. Holland
5. -
6.
A key aspect that is different among the triad
( USA, Europe and Japan) is
1. Growth rates
1
2. Consumption occasion
3. Rate per kg
4. No of duty free shops in each market
5. -
7. Wrt Pricing policy Godiva aims to
1.
Ensure it charges premium; but is not the
most expensive brand in any market
2
2. Standardize pricing across Europe
3.
Standardize pricing across the two foreign
markets i.e USA and Japan
4.
Take price reduction measures in flagship
market i.e Belgium where Leonidas is taking
share away.
5. -
8.
Having a uniform advertising message across
markets is a challenge owing to
1. Differences in level of maturity of market
1
2. Difference in pricing policy across markets
3.
Difference in product type being sold across
markets ( gift boxes vs bars)
4. All of the above
5. -
9.
The marketing team at Godiva is convinced
that a standardized advertising campaign is
1. Not possible owing to cultural differences
2
2. Possible only for European markets
3. Possible for Europe, USA and Japan
4. None of the above.
5. -
10.
The higher market share for Leonidas in
Brussels is on account of
1.
Leonidas has much higher share for self
consumption occasions
1
2.
Leonidas has much higher share for gifting
occasions
3.
Leonidas has much higher share for both
self consumption & gifting occasions
4.
Leonidas has much higher share in duty free
shops.
5. -
11. -
1. -
0
2. -
3. -
4. -
5. -