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Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Phần 2

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Câu 1: In Kevin Lane Keller's Customer-Based Brand Equity (CBBE) model, which element sits at the very top of the pyramid and represents the ultimate relationship and level of identification that the customer has with the brand?

Câu 2: When a company uses an established brand name to introduce a new product within the same product category, such as a new flavor or package size, what is this strategy called?

Câu 3: Which brand architecture structure involves a company owning a portfolio of distinct brands with little to no connection to the corporate name, such as Procter & Gamble managing Tide, Pampers, and Gillette?

Câu 4: In the context of brand positioning, what term describes the attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand?

Câu 5: According to Jennifer Aaker's Brand Personality framework, which of the following is NOT one of the five core dimensions of brand personality?

Câu 6: What specific type of co-branding strategy involves creating brand equity for materials, components, or parts that are necessarily contained within other branded products, such as 'Intel Inside'?

Câu 7: Which step of a brand audit provides a comprehensive profile of how all the products and services of a company are marketed and branded, essentially cataloging the current state of the brand portfolio?

Câu 8: What is the short, three-to-five word phrase that captures the irrefutable essence or spirit of the brand positioning, primarily designed to guide employees, such as Nike's 'Authentic Athletic Performance'?

Câu 9: When a brand extension fails and causes damage to the parent brand's image or equity by confusing consumers or creating negative associations, what is this negative phenomenon called?

Câu 10: Which criterion for choosing brand elements refers to the extent to which the brand element adds to the brand equity across geographic boundaries and market segments?

Câu 11: In a brand portfolio strategy, what is the term for a 'fighter brand' launched specifically to combat low-priced competitors while protecting the premium price positioning of the flagship brand?

Câu 12: What term describes the process of endowing products and services with the power of a brand, creating differences between products that would otherwise be similar?

Câu 13: Which type of brand loyalty is characterized by a deep psychological commitment to rebuy or repatronize a preferred product/service consistently in the future, despite situational influences?

Câu 14: What is the marketing strategy where a firm creates a separate brand name for a product rather than using the manufacturer's name, often seen in retail as 'private labels' or 'store brands'?

Câu 15: Which concept refers to the borrowing of brand equity by linking the brand to other entities, such as the country of origin (e.g., German engineering, Swiss watches)?

Câu 16: In the context of brand awareness, what is the ability of consumers to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue?

Câu 17: Which term describes the internal management process of ensuring that employees understand, embrace, and deliver on the brand promise to customers?

Câu 18: What is the term for the set of all brands and brand lines that a particular firm offers for sale in a particular category or market segment?

Câu 19: In brand equity measurement, what is the term for the specialized research technique that assesses the health of the brand by continuously collecting information from consumers over time?

Câu 20: Which branding concept suggests that a brand needs to maintain a balance between 'Points-of-Parity' (to be considered a legitimate player) and 'Points-of-Difference' (to win)?

Câu 21: What refers to the differential effect that brand knowledge has on consumer response to the marketing of that brand?

Câu 22: When a brand uses a specific sound, melody, or voice as a distinct brand element to trigger recognition and emotional connection, what is this called?

Câu 23: Which brand strategy involves adapting a brand's marketing to local preferences while maintaining its global identity, often summarized by the phrase 'Think Global, Act Local'?

Câu 24: In the context of protecting brand equity, what legal instrument grants the owner the exclusive right to use a brand name, logo, or slogan in connection with specific goods or services?

Câu 25: What is the risk called when a new product introduced by a brand takes away sales from the existing products of the same brand rather than generating incremental revenue?