Student Self Test Quiz Questions
Chapter 9 “Brand narrative and relational management”
1. The creation and maintenance of brands requires the development of deep, salient associations
which from which organisations achieve life–time loyalty and consumers acquire individual and
group meaning.
@ Pages and References: p 237 Topic: Introduction to brand equity
a. acquire products and services
b. acquire individual meaning
c. acquire group meaning
*d. acquire individual and group meaning
2. The construct of ‘loyalty’ is not consistent with all consumers.
@ Pages and References: p 240 Topic: Evolving brand communications
*a. T
b. F
3. Leslie de Chernatony (2002) describes the main functions of branding as: input-based; outputbased and
.
@ Pages and References: p 240 Topic: Evolving brand communications
a. product-based
b. promotion-based
c. resource-based
*d. time-based
4. There is a gradual gravitation from company-generated monologues to company/customer
communications which are
.
@ Pages and References: p 241 Topic: Evolving brand communications
a. cleverly constructed
*b. mutually constructed
c. carefully constructed
d. company constructed
5. For consumers, a brand has different levels of meaning: a basic ‘fulfilling a category need’ level; a
psychological ‘image and ego’ level; the social ability of the brand to help group identity and
aspiration; and a higher-order level tied in to ___________________.
@ Pages and References: p 242 Topic: Brand meaning
*a. core values and life goals
b. core brand essence
c. core competences
d. core target market customers
6 Hackley (1999, p.143) refers to these signs of meaning transfer as: ______________
@ Pages and References: p 244 Topic: Brand meaning
a. “culturally embedded media”
b. “culturally embedded mechanisms”
*c. “culturally embedded message codes”
d. “culturally embedded moments”
7. Target audience experience is therefore of key importance in marketing communications and is
dependent upon.
@ Pages and References: p 247 Topic: The need for brand narratives
a. the relationship between message and medium
b. the relationship between strategy and tactics
c. the relationship between time and resource
*d. the relationship between source and receiver
8. In differentiating narrative from other forms of discourse, Elliott (2000) delineates four features.
Which is NOT true?
@ Pages and References: p 247 Topic: The need for brand narratives
a. its sequentiality
b its “indifference” to reality
c. its ability to merge the ordinary with the extraordinary
*d. its dynamic quality.
9. Brand essence which transcends the mere functional benefits to offer emotional and selfexpressive benefits provides a higher-order basis for relationships.
@ Pages and References: p 249 Topic: The need for brand narratives
a. F
*b.T
10. The distinctive Coke contour shaped bottle, the Nike swoosh ‘tick’
and IKEA’s yellow and blue colours which signify Swedish culture are all examples of:
@ Pages and References: p 249 Topic: The need for brand narratives
a. functional attributes of the product
b. emotional projections of the brand
*c. semiotic representations of the brand.
d. emotional and functional projections of the brand
11. User negotiated image and meaning describes
.
@ Pages and References: p 253 Topic: The need for brand narratives
a. company authored myths
b. media authored myths
*c. customer authored myths
d. competitor authored myths
12. Malthouse and Calder (2005) draw a distinction between CRM and relationship branding: the
former is an operational approach to managing customer relationships; the latter is a
_____________________________.
@ Pages and References: p 257 Topic: Relationship Marketing and Relationship Branding
a. an operational approach to managing communication resources
*b. strategic approach aimed at making consumers feel a sense of relationship or personal
connection with the brand
c. tactical approach aimed at making consumers feel a sense of relationship or personal connection
with the brand
d. tactical approach aimed at making consumers feel a sense of relationship or personal connection
with the organisation
13. If creating long-term band narratives is about building differentiated, consistent, sustainable
stories, customer relationship management has to be the starting point.
@ Pages and References: p 261 Topic: Relationship Marketing and Relationship Branding
a.F
*b. T
14. __________________ involve objects, symbols and other less tangible artefacts. They are
impersonal communications with the firm, its products and people and the images they project.
@ Pages and References: p 264 Topic: Investing in relationships with customers
c. social relationships
d. customer relationships
c. two-way relationships
*d. parasocial relationships
15. According to McAlexander, Schouten and Koenig (2002), there are four levels of community.
Which is the odd one out?
@ Pages and References: p 266 Topic: Brand communities
a. between the consumer and the product
b. between the consumer and the brand
*c. between the consumer and suppliers
d. between the consumer and other consumers
16. Brand communities are not necessarily homogeneous. Muniz and O’Guinn (2001) argued that
they are difficult to manage because of the following tensions: fragmentation and unity; structure
and chaos; empathy versus intimacy; and ___________________________.
@ Pages and References: p 267 Topic: Brand communities
a. message versus authenticity
b. media versus authenticity
*c. marketing versus authenticity
d. meaning versus authenticity
17. Holt (2004) underlines culturally constituted meaning through brand narratives by what he refers
to as a “cultural branding model”. Which of the following elements is not part of this model?
Pages and References: p 268 Topic: Brand communities
a. mind-share branding
b. emotional branding
c. viral branding
d. word of mouth branding
18. Vincent’s (2005) “Brand Mythology System comprises: worldwide view comprised of a set of
sacred beliefs; a brand agent: person, place or thing; consumer participation through feedback
activities and ________________.
Pages and References: p 269 Topic: Brand communities
a. brand equity
b. brand community
c. brand development strategy
*d. brand narrative or story
19. The paradox for brand owners is sometimes that the term “brand community” can be
oxymoronic. Why?
@ Pages and References: p 267 Topic: Brand communities
Ans: The quality and meaning of these relationships is predicated on reciprocity (Fournier 1998), but
the paradox can be for brand owners that the term “brand community” can be oxymoronic since the
ownership of the community has to be chiefly in the hands of the brand users not owners Muniz and
O’Guinn (2001, p.415).
20. Louro and Cunha (2001) identified four paradigms in brand management which relate to
company/customer dialogue: product; projective; adaptive; and reciprocal.
@ Pages and References: p 263 Topic: Calculating the value of brands
a. T
*b. F The four paradigms which relate to company/customer dialogue are: product; projective;
adaptive; and relational.