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Bộ 15 - Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án

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Câu 1: According to Kevin Lane Keller's Customer-Based Brand Equity (CBBE) model, which of the following represents the pinnacle or the final step of the brand-building pyramid?

Câu 2: Which concept refers to the way a company aims to identify or position itself, often representing the 'sender side' of brand communication?

Câu 3: strategy in which a company uses a single 'corporate' brand name across all its diverse product categories is known as:

Câu 4: When a brand is easily recalled and recognized by consumers under various purchase or consumption situations, it is said to have high:

Câu 5: If a famous chocolate manufacturer decides to launch a new line of ice cream under its existing brand name, this is an example of a:

Câu 6: Which of the following refers to attributes or benefits that are not necessarily unique to the brand but may be shared with other brands in the same category?

Câu 7: Jennifer Aaker's Brand Personality Framework identifies five dimensions. Which of the following is NOT one of those dimensions?

Câu 8: Which criterion for selecting brand elements focuses on the extent to which the element is easily recalled and recognized?

Câu 9: The 'Intel Inside' campaign is a classic example of which branding strategy?

Câu 10: comprehensive examination of a brand to discover its sources of brand equity is called a:

Câu 11: short, three- to five-word phrase that captures the irrefutable essence or spirit of the brand positioning is known as a:

Câu 12: Which of the following is a potential risk of over-extending a brand into too many categories?

Câu 13: In brand architecture, a 'House of Brands' strategy (like Procter & Gamble) is characterized by:

Câu 14: According to the CBBE model, 'Brand Imagery' refers to:

Câu 15: Which type of brand awareness reflects the consumers' ability to confirm prior exposure to the brand when given the brand as a cue?

Câu 16: Brand knowledge is composed of two main components: brand awareness and:

Câu 17: Which brand architecture strategy involves using a parent brand name and a new name for a product, such as Apple iPhone?

Câu 18: In the context of CBBE, 'Brand Judgments' primarily focus on customers' personal opinions and evaluations regarding:

Câu 19: What is the primary goal of brand 'Reinforcement'?

Câu 20: Which of the following describes 'Co-branding'?

Câu 21: The 'Breadth' of brand awareness refers to:

Câu 22: Which brand valuation approach measures the net present value of the future earnings attributable to the brand alone?

Câu 23: When a company grants another firm the right to use its brand name on products not produced by the original company, it is engaged in:

Câu 24: Which of the following is NOT a reason for a company to undergo 'Rebranding'?

Câu 25: Brand 'Feelings' in the CBBE pyramid refer to customers' emotional responses. Which of the following is an example of a 'social' brand feeling?