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)?
💡 Lời giải chi tiết:
The 'House of Brands' strategy involves a company holding a portfolio of individual, distinct brands that operate independently, such as P&G owning Tide, Pampers, and Gillette.
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?
💡 Lời giải chi tiết:
The highest level of Keller's CBBE pyramid is 'Brand Resonance', which represents the nature of the relationship and the extent to which customers feel they are 'in sync' with the brand.
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)?
💡 Lời giải chi tiết:
The six criteria for choosing brand elements are Memorability, Meaningfulness, Likability, Transferability, Adaptability, and Protectability; 'Profitability' is a business goal, not a specific criterion for brand elements.
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?
💡 Lời giải chi tiết:
A 'Line Extension' occurs when a company introduces additional items in the same product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.
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?
💡 Lời giải chi tiết:
'Points-of-difference' (PODs) are attributes or benefits that consumers strongly associate with a brand, evaluate positively, and believe they could not 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?
💡 Lời giải chi tiết:
A 'Brand Audit' is a comprehensive examination of a brand to discover its sources of brand equity, consisting of two steps: the brand inventory and the 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?
💡 Lời giải chi tiết:
'Ingredient Branding' creates brand equity for materials, components, or parts that are necessarily contained within other branded products.
Câu 8:
Which of the following is NOT one of Jennifer Aaker's five dimensions of brand personality?
💡 Lời giải chi tiết:
Jennifer Aaker's five dimensions of brand personality are Sincerity, Excitement, Competence, Sophistication, and Ruggedness; 'Innovation' is not one of the core five dimensions in her specific framework.
Câu 9:
When a brand is fading, marketers may attempt to reclaim lost brand equity and refresh the brand's meaning through what process?
💡 Lời giải chi tiết:
'Brand Revitalization' is the strategy of reclaiming lost brand equity and refreshing the brand to make it relevant again to existing or new customers.
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?
💡 Lời giải chi tiết:
'Private Labels' are brands owned and marketed by retailers and other members of the distribution chain, offering an alternative to national brands.
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?
💡 Lời giải chi tiết:
The 'Product Variant' or SKU (Stock Keeping Unit) level is the lowest level of the brand hierarchy, representing specific items distinguished by size, price, or appearance.
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')?
💡 Lời giải chi tiết:
A 'Brand Mantra' is a short, three-to-five word articulation of the heart and soul of the brand, designed to ensure that all employees and external marketing partners understand what the brand most fundamentally represents.
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?
💡 Lời giải chi tiết:
'Brand Value' is the financial worth of the brand, often calculated as the net present value of future cash flows attributable to the brand.
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?
💡 Lời giải chi tiết:
Leveraging 'Country of Origin' associations allows a brand to link itself to the geography where the product originates, transferring existing perceptions of quality or expertise.
Câu 15:
When facing a brand crisis, what is widely considered the most effective immediate communication strategy to maintain trust?
💡 Lời giải chi tiết:
'Sincerity and Transparency' in admitting fault (if applicable) and communicating swift corrective actions is widely considered the most effective strategy to maintain trust during a crisis.
Câu 16:
In the digital age, what key shift has occurred regarding who controls the brand narrative?
💡 Lời giải chi tiết:
In the digital age, control of the brand narrative has shifted significantly from the company to 'Consumers' through user-generated content and social media conversations.
Câu 17:
While Brand Identity is how the brand wants to be perceived, what term describes how the brand is actually perceived by consumers?
💡 Lời giải chi tiết:
'Brand Image' refers to the current view of the customers about a brand, or how the brand is actually perceived in the marketplace.
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?
💡 Lời giải chi tiết:
A 'Flanker Brand' (or fighter brand) is launched to combat competitors and protect the market share of the flagship brand without damaging the flagship's premium positioning.
Câu 19:
The 'Glocal' strategy in international branding refers to what approach?
💡 Lời giải chi tiết:
A 'Glocal' strategy involves maintaining a consistent global brand identity ('Global') while adapting specific elements or marketing tactics to fit local cultural and market needs ('Local').
Câu 20:
What is the primary goal of Internal Branding?
💡 Lời giải chi tiết:
The primary goal of 'Internal Branding' is to ensure that employees understand, believe in, and can effectively deliver on the brand promise to customers.
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?
💡 Lời giải chi tiết:
'Spurious Loyalty' occurs when customers repurchase a brand due to situational constraints (like price or convenience) rather than a strong positive attitude or attachment.
Câu 22:
What is the potential negative consequence where a brand extension fails and causes damage to the parent brand's image or equity?
💡 Lời giải chi tiết:
'Brand Dilution' occurs when consumers no longer associate a brand with a specific or highly similar set of products and start thinking less of the brand due to failed or inconsistent extensions.
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?
💡 Lời giải chi tiết:
'Brand Licensing' is a contractual agreement where a company (licensor) allows another company (licensee) to use its brand assets on products for a specific 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?
💡 Lời giải chi tiết:
'Sensory Branding' involves using senses like smell, sound, and touch to create a memorable link to the brand, as seen in Singapore Airlines' use of a signature scent.
Câu 25:
How does integrating Corporate Social Responsibility (CSR) typically affect a brand's equity?
💡 Lời giải chi tiết:
Integrating 'Corporate Social Responsibility' (CSR) typically enhances brand equity by building a positive reputation, fostering customer trust, and creating emotional connections based on shared values.
