BRAND MANAGEMENT QUIZ # 3
Coverage: Brand Positioning to Global Branding
1. Brand Positioning: is the act of designing
the company’s offering and image to occupy
a distinctive place in the mind of the target
market.
2. Competitor Positioning: this is
competitive edge of the competition
the
3. Competitive Positioning: this
competitive edge of the brand
the
is
4. Against Brand Positioning: this is a
strategy that selects a reference point
(another brand, another category, or another
audience) and uses their pain points as its
competitive edge.
5. Experience Positioning: this is a strategy
that uses the entire end-to-end journey of the
brand rather than a single focal point
6. Customer Journey Map: A map that depicts
the stages customers go through when
interacting with a company, from buying
products online to accessing customer
service on the phone to airing grievances on
social media
7. Positioning Map: a map that helps to
compare decision-making factors, visualize
the competitive strategy, and identify gaps
and opportunities
8. Co-creation: a practice of collaborating with
other stakeholders to guide the design
process
12. Perceptions of Fit: A consumer’s sense of
confusion on what category do you want to
play.
13. Co-branding: A marketing
between two or more brands.
partnership
14. Brand
Architecture:
An
organizing
structure of the brand portfolio that specifies
brand roles and the nature of relationships
between brands.
15. Brand Innovation: It captures proactive
approaches to growing brand (including
brand extensions and cobranding) identifying
opportunities, revitalization and refreshing
and avoiding decline.
16. Brand Revitalization: Replace the term
“repositioning” and refers to turning around
brands that have suffered declines in their
equity but nonetheless still have an actual
market presence.
17. Brand Relaunch: Refers to brands that have
lain dormant for some time. These are
removed from the market but may still have
some latent equity through low levels of
recognition.
18. Brand Refreshing: Refers to tactical shifts
in the brand program to ensure relevance.
These are some regular changes in the logo,
design, font, colors, and other more cosmetic
actions brand managers undertake regularly.
9. Line Extension: the use of an established
product brand name for a new item in the
same product category
19. Rebranding: A marketing strategy that
involves changing a company’s corporate
image or organization by developing a new
name, symbol, logo and related visual asset.
10. Category Extension: a company uses the
same brand to enter a completely unrelated
product segment.
20. Mindshare-Based
Innovation:
This
perspective develops a series of distinct and
strong brand associations.
11. Brand
Extension
Authenticity:
A
consumer’s sense that a brand extension is
a legitimate, cultural extension of the parent
brand.
21. Cultural Innovation: Emphasis on cultural
schisms or moving the brand from one
cultural position to the next.
22. Brand Ambidexterity & Design Thinking:
Draws on design thinking or the practice's
and the thinking methods used by designers
to address tricky problems.
32. Brand under positioning, Brand over
positioning, Uncertain Positioning: What
are the mistakes that we have to avoid in
brand positioning?
23. Globalization: The process of international
integration arising from the interchange of
worldviews, products, ideas, other aspects of
culture.
33. Strong
brand
reputation,
clear
communication and aligned brand
elements: Without the ______, brand
extension is impossible.
24. Localization: The process of adapting a
brand, product or service for a specific local
context
34. Less risky of innovation, Important in
Business Model Success, Vital to avoid
becoming commodified: Why do brands
extend their brands?
25. Nationalization: The process of taking
privately-controlled companies, industries, or
assets and putting them under the control of
the government.
26. Standardization: Involves developing a
distinctive brand identity and reproducing
this identity across differing cultural,
historical and structural terrains.
27. Morphing: The strategic flexibility and
dynamic capabilities that enable it to evolve
into a very different type in a relatively short
period of time.
28. Adaptation: Meeting the needs of the
market, planning all business activities with
the aim of efficiently meeting the specific
needs and respecting the values of local
consumers.
35. Free
from
any
expense
and
advertisement: What are not the benefits in
brand partnerships?
36. Culture & Region: What is not a part of the
International
Monetary
Fund
(IMF)
monitoring?
37. Global brands are expensive but with
good quality: What is not a benefit of
standardization in terms of Global Branding?
38. Your brand message has issue in the
legal perspective in that country: What
is/are the reason why adaptation is needed?
39. None of the above: What is not a
characteristic of a wicked problem?
29. Cultural Perspective: This is the
perspective that focuses on how the
consumer views terms such as global, local
and national and how they see brands from
different nations.
Other Choices:
- Problem is not understood until after
formulation of a solution.
- Wicked problems have no stopping
rules.
- Every solution to a wicked problem is
a “one-shot operation”
30. Repositioning; Rebranding: _____ is a
strategy that changes your internal brand
identity and promise. Whereas _____ is to
change the external appearance of the brand
40. None of the above: What is not a part of the
design thinking definition?
31. What consumers want; What your brand
does best: In brand positioning, the Venn
diagram’s winning zone covers _____ and
_____.
Other Choices:
- Human Centeredness
- Trial and Error
- Holistic Perspective
BRAND MANAGEMENT QUIZ # 4
Coverage: Corporate Branding to Crisis
1. AC3RD Model: This is a model that aims to
understand the different aspects of the
corporate brand approach as well as the
means to manage various stakeholders.
2. VCI Alignment Model: This is a model that
aims to understand how gaps between
various types of identities may emerge.
3. Vision-Culture: This is the gap between
employees’ experiences of the firm’s
practices and the firm’s vision
4. Image-Vision: This is the gap between the
desired identity and how others view the
organization.
5. Image-Culture: This is where the
disconnect between how the company is
and how it is perceived appears.
6. Brand Crisis: This is an episode
characterized by uncertainty, tension, and
conflict, with the potential for harm or
decline. However, it could be a turning point
for the better, whereby the solution to the
conflict results in a transformation.
11. Self-inflicted Wounds: This is a type of
brand crisis that is caused by firm
employees who make mistakes that breach
expected brand norms or, more likely,
societal expectations.
12. Deliberate: This is a type of brand crisis
that is caused by a brand team that
engages in guerrilla-style tactics to breach
societal norms or leverages institutions to
generate buzz about the brand that implicitly
reinforces its position in a positive way.
13. Service recovery paradox (SRP): This is
the concept that recovering after delivering
a poor service experience increases loyalty.
14. Brand Affinity: This refers to the building of
an emotional connection between a brand
and its customers.
15. Response, Recovery, Prevention,
Preparedness: The risk management
model has four phases
16. We need to value the brand reputation:
This is the top reason why we need to
manage crises.
7. Corporate Branding: This refers to the
practice of promoting the brand name of a
corporate entity as opposed to specific
products or services.
17. Recruitment, Performance Assessment,
Training, Volunteering, Learning: What
are the five brand-based strategies in
internal marketing?
8. Reputational: This is a type of brand crisis
that is caused by a major disaster or breach
of social norms that lies outside of the brand
management team.
18. Hold events that connect employees to
each other via the brand: These are the
tools that can be used to manage the gaps
between values, culture, and image, except:
9. Legitimacy: This is a type of brand crisis
caused by society, or a subset of society,
withdrawing moral support for all or some of
the brand's operations; it is frequently
triggered by activist groups or media
investigations. It questions the existence of
the brand
Other Choices:
- Stakeholder’s Survey
- Encourage
dialogue
between
managers
within
different
organizational functions
- Encourage dialogue between brand
managers and stakeholders
10. Authenticity: This is a type of brand crisis
that is caused by either performance
failures or a failure to relate to value gaps.
19. None of the above: These are the
stakeholders, except:
Other Choices:
- consumers and b2b customers
- employees, trade unions, suppliers,
distributors, and service providers
- government,
regulatory
bodies,
agencies, shareholders, and trade
associations
20. None of the above: What is not included in
the scope of corporate branding?
Other Choices:
- Entire enterprise
- Organizational culture
- Organizational reputation