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Câu 1: According to Kevin Lane Keller's Customer-Based Brand Equity (CBBE) model, what is the first step in building a strong brand?

Câu 2: In brand positioning, which term describes the attributes or benefits that are not necessarily unique to the brand but may be shared with other brands?

Câu 3: Which brand architecture strategy involves a firm using a different brand name for each of its products, such as Procter and Gamble's approach with Tide and Pampers?

Câu 4: What is the primary risk associated with brand extension when a new product fails to meet consumer expectations and damages the reputation of the parent brand?

Câu 5: Which of the following is an offensive criterion for selecting brand elements like names, logos, and characters?

Câu 6: What does brand salience measure in the context of the Customer-Based Brand Equity model?

Câu 7: Which strategy involves including a specific ingredient or component that has its own brand identity within another branded product, like 'Intel Inside'?

Câu 8: According to David Aaker, which of the following is NOT one of the five dimensions of brand personality?

Câu 9: What is the main objective of a Brand Audit?

Câu 10: In the Brand Resonance Pyramid, what represents the highest level of relationship and identification a consumer has with a brand?

Câu 11: Which type of brand extension occurs when a firm introduces a new product within the same product category it currently serves?

Câu 12: 'Brand Mantra' is best described as:

Câu 13: What is the fundamental difference between 'Brand Identity' and 'Brand Image'?

Câu 14: Which method of brand valuation, often used by Interbrand, combines financial analysis, the role of the brand, and brand strength?

Câu 15: What is a 'Flanker Brand' (or Fighter Brand) primarily designed to do?

Câu 16: Which concept involves the use of nostalgic elements to relaunch an old brand or update a brand's image with past associations?

Câu 17: When a consumer chooses a product because it is associated with a specific country known for excellence in that category, what effect is at work?

Câu 18: Which component of brand knowledge refers to the consumer's ability to confirm prior exposure to the brand when given the brand as a cue?

Câu 19: What is the legal term for a brand that is protected by law because it has been registered with a government agency?

Câu 20: In the context of brand equity, 'Brand Loyalty' consists of which two main dimensions?

Câu 21: Which strategy involves a firm letting another organization use its brand name, logo, or characters for a fee?

Câu 22: Which of the following is an example of 'Sensory Branding'?

Câu 23: What is the primary purpose of 'Employer Branding'?

Câu 24: Which of the following describes a 'Brand Inventory'?

Câu 25: What does the 'Role of Brand' index in brand valuation measure?