Quay lại danh mục Trắc nghiệm Quản trị thương hiệu Tiếng Anh
Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Phần 3

Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Phần 3

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Câu 1: In which brand architecture strategy does a company own several distinct brands, each with its own identity and target audience, often without a strong visible connection to the parent company (e.g., P&G)?

Câu 2: According to Keller's Customer-Based Brand Equity (CBBE) model, what is the final and highest stage of brand development that sits at the top of the pyramid?

Câu 3: Which of the following is NOT one of the six criteria for choosing brand elements as defined by Keller (Memorability, Meaningfulness, Likability, Transferability, Adaptability, Protectability)?

Câu 4: When a brand introduces a new product within a category it currently serves, such as a new flavor or size (e.g., Diet Coke), this is known as what?

Câu 5: What term describes the attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe they cannot find to the same extent with a competitive brand?

Câu 6: What is the comprehensive examination of a brand to discover its sources of brand equity, involving a brand inventory and a brand exploratory?

Câu 7: The 'Intel Inside' campaign, where the Intel chip is highlighted as a key component within computers made by other manufacturers, is a classic example of what branding strategy?

Câu 8: Which of the following is NOT one of Jennifer Aaker's five dimensions of brand personality?

Câu 9: When a brand is fading, marketers may attempt to reclaim lost brand equity and refresh the brand's meaning through what process?

Câu 10: Products marketed by retailers and other members of the distribution chain, often called store brands or own brands, are technically known as what?

Câu 11: In a brand hierarchy, which level typically represents the distinct product units (SKUs) that are distinguished by size, price, appearance, or other attributes?

Câu 12: What is a short, three-to-five word phrase that captures the irrefutable essence or spirit of the brand positioning (e.g., Nike's 'Authentic Athletic Performance')?

Câu 13: In the context of brand valuation, what financial term refers to the net present value of the future cash flows attributable specifically to the brand itself?

Câu 14: brand can build equity by borrowing it from other sources; identifying a brand with a specific country of origin (e.g., Swiss watches) leverages what type of association?

Câu 15: When facing a brand crisis, what is widely considered the most effective immediate communication strategy to maintain trust?

Câu 16: In the digital age, what key shift has occurred regarding who controls the brand narrative?

Câu 17: While Brand Identity is how the brand wants to be perceived, what term describes how the brand is actually perceived by consumers?

Câu 18: What type of brand is introduced primarily to protect a company's flagship brand by creating a stronger competitive position against lower-priced competitors?

Câu 19: The 'Glocal' strategy in international branding refers to what approach?

Câu 20: What is the primary goal of Internal Branding?

Câu 21: If a customer buys a brand repeatedly solely because it is the cheapest or most convenient, without any emotional attachment, this is often described as what?

Câu 22: What is the potential negative consequence where a brand extension fails and causes damage to the parent brand's image or equity?

Câu 23: What is the contractual arrangement where one firm allows another to use its brand name, logo, or characters on products in exchange for a fee or royalty?

Câu 24: Singapore Airlines' use of a specific scent (Stefan Floridian Waters) in their cabins and on hot towels is an example of what branding technique?

Câu 25: How does integrating Corporate Social Responsibility (CSR) typically affect a brand's equity?