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Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Chương 4

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Câu 1: According to Kevin Lane Keller, which criterion for choosing brand elements specifically helps in building brand awareness by making the brand easy to recall?

Câu 2: Which of the following brand element criteria is considered 'offensive' because it is primarily used to build brand equity?

Câu 3: When a brand name like 'Amazon' is used for a bookstore and later expanded to sell almost everything, which criterion was successfully leveraged?

Câu 4: brand name like 'Apple' for computers is considered what type of name because it uses a real word unrelated to the product category?

Câu 5: Which brand element is described as a 'short phrase that communicates descriptive or persuasive information about the brand'?

Câu 6: Which criterion involves making brand elements less susceptible to legal challenges and unauthorized use by competitors?

Câu 7: What is the primary advantage of using 'Brand Characters' like the Michelin Man or Tony the Tiger?

Câu 8: When a brand updates its logo every decade to stay contemporary, it is addressing which criterion?

Câu 9: What term refers to brand names that are created by combining parts of existing words, such as 'Microsoft' or 'FedEx'?

Câu 10: In brand naming, why are certain consonant sounds called 'plosives' (like B, D, K, P, T) often used?

Câu 11: Which brand element is uniquely positioned to influence consumers at the 'last five seconds of marketing'?

Câu 12: What is a major risk of relying too heavily on a 'Brand Character' in advertising?

Câu 13: 'Suggestive' brand name is one that:

Câu 14: Which of the following is an example of an auditory brand element?

Câu 15: The 'likability' criterion of brand elements is most closely related to which of the following?

Câu 16: In the context of brand naming, what does 'Morpheme' refer to?

Câu 17: Which of the following is NOT a reason for a brand to undergo a packaging redesign?

Câu 18: What is the primary role of a URL (Uniform Resource Locator) as a brand element?

Câu 19: Which brand element is most effective at 'summarizing' the brand's positioning in a catchy way?

Câu 20: logo that consists only of a symbol without any text (like the Nike Swoosh) is called a/an:

Câu 21: Which of the following is a 'defensive' criterion for brand elements?

Câu 22: Why is the color choice in packaging considered a critical brand element?

Câu 23: The practice of 'Cybersquatting' involves which brand element?

Câu 24: Which brand element is most helpful for brands that need to overcome language barriers in international markets?

Câu 25: If a brand name becomes so commonly used that it describes the entire category (like 'Aspirin' or 'Thermos'), it is said to have become: