Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Phần 5
Thời gian còn lại: --:--
Kết quả của bạn:
Bạn đã đúng:
Bạn đã sai:
Tổng số câu:
Câu 1:
In Kevin Lane Keller's Customer-Based Brand Equity (CBBE) model, what is the highest level of the pyramid representing the ultimate relationship and strong psychological bond between the customer and the brand?
💡 Lời giải chi tiết:
According to Keller's CBBE model, the pinnacle of the pyramid that signifies the most intense and active loyalty relationship a customer has with a brand is Brand Resonance.
Câu 2:
Which brand architecture strategy involves a company owning multiple separate brands, each with its own unique identity and positioning, such as Procter & Gamble (P&G) owning Tide, Pampers, and Gillette?
💡 Lời giải chi tiết:
A strategy where a corporate entity holds a portfolio of distinct brands that function independently with little to no connection to the parent corporate brand in the consumer's mind is known as a House of Brands.
Câu 3:
In brand positioning, what term describes the associations that are not necessarily unique to the brand but are shared with other brands to ensure the brand is seen as a legitimate player in its category?
💡 Lời giải chi tiết:
Attributes or associations that a brand must possess to be considered a credible member of a specific product category, often used to negate competitors' advantages, are called Points-of-Parity (POPs).
Câu 4:
What is the specific term for a comprehensive profile of how all the products and services of a company are currently marketed and branded, often conducted as the first step of a brand audit?
💡 Lời giải chi tiết:
The systematic examination of a firm's current marketing and branding portfolio, including names, logos, and product descriptions, to assess consistency and structure is called a Brand Inventory.
Câu 5:
Intel's 'Intel Inside' campaign is a classic example of which branding strategy, where a component or material within a product is branded to create equity for the supplier?
💡 Lời giải chi tiết:
A special case of co-branding that creates brand equity for materials, components, or parts that are necessarily contained within other branded products is defined as Ingredient Branding.
Câu 6:
What phenomenon occurs when a brand extension fails and causes consumers to question the integrity or attributes of the parent brand, thereby weakening its equity?
💡 Lời giải chi tiết:
The negative impact on a core brand resulting from an unsuccessful or inconsistent extension that confuses consumers or diminishes the parent brand's image is known as Brand Dilution.
Câu 7:
According to Jennifer Aaker's Brand Personality framework, which dimension is characterized by traits such as 'outdoorsy', 'tough', and 'masculine'?
💡 Lời giải chi tiết:
In Aaker's five dimensions of brand personality, the dimension that captures the essence of strength, masculinity, and the outdoors (often associated with brands like Jeep or Timberland) is Ruggedness.
Câu 8:
What is the term for a short, three-to-five word phrase that captures the irrefutable essence or spirit of the brand positioning, designed primarily to guide internal employees?
💡 Lời giải chi tiết:
Unlike a customer-facing slogan, an internal articulation of the brand's heart and soul used to filter marketing decisions is referred to as a Brand Mantra.
Câu 9:
Which type of brand is introduced into a market by a company that already has an established brand in the same category, specifically to compete with rivals' lower-priced products without damaging the main brand's premium image?
💡 Lời giải chi tiết:
A brand launched to protect a company's premium brand from low-cost competitors by capturing that segment itself (sometimes called a fighter brand) is known as a Flanker Brand.
Câu 10:
How is the Net Promoter Score (NPS) calculated?
💡 Lời giải chi tiết:
The standard formula for NPS, a metric used to gauge customer loyalty, is the percentage of Promoters (score 9-10) minus the percentage of Detractors (score 0-6), which is % Promoters - % Detractors.
Câu 11:
Which metric measures how easily and often a brand is evoked under various situations or circumstances, serving as a fundamental building block of brand equity?
💡 Lời giải chi tiết:
The depth and breadth of brand awareness, indicating the degree to which a brand is top-of-mind during purchase situations, is termed Brand Salience.
Câu 12:
When a parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand (e.g., a new flavor of yogurt), it is called a:
💡 Lời giải chi tiết:
Applying an established brand name to a new product within the same product category (like new flavors, forms, or sizes) is defined as a Line Extension.
Câu 13:
What marketing technique relies on users or websites passing on a marketing message to other users, creating potentially exponential growth in the message's visibility?
💡 Lời giải chi tiết:
A strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence, is Viral Marketing.
Câu 14:
Which strategy involves identifying and establishing new sources of brand equity for a brand that has lost its relevance or market position?
💡 Lời giải chi tiết:
The process of bringing a fading or dormant brand back to life by refreshing its sources of equity or finding new ones is known as Brand Revitalization.
Câu 15:
What term refers to the percentage of a customer's total spending in a specific product category that is captured by a single company?
💡 Lời giải chi tiết:
Unlike market share which looks at the total market, the metric measuring the share of an individual customer's expenditure that goes to a specific firm is Share of Wallet.
Câu 16:
What legal and branding risk occurs when a brand name becomes so common that it is used as the generic name for the product class (e.g., Escalator, Aspirin), causing the loss of trademark protection?
💡 Lời giải chi tiết:
The process where a trademark loses its legal protection because it has come to denote the general class of product rather than the source is called Genericization (or Genericide).
Câu 17:
In retail marketing, what does the acronym POP stand for, referring to the location where a transaction occurs?
💡 Lời giải chi tiết:
The physical or digital location where the customer makes the payment and the exchange of goods occurs, often a critical zone for marketing influence, is the Point of Purchase.
Câu 18:
What term describes highly satisfied customers who voluntarily recommend a brand to others, effectively acting as unpaid ambassadors?
💡 Lời giải chi tiết:
Customers who are not only loyal but actively promote the brand to their social circles through positive word-of-mouth are known as Brand Advocates.
Câu 19:
The term 'Masstige' refers to products that are:
💡 Lời giải chi tiết:
A marketing phenomenon where premium but attainable products are marketed to a mass audience, blending 'mass' and 'prestige', is referred to as Masstige.
Câu 20:
What is the process of promoting a company as the 'employer of choice' to a desired target group to recruit and retain the best talent?
💡 Lời giải chi tiết:
The strategy of applying branding principles to human resource management to attract and retain employees by shaping the organization's reputation as a workplace is Employer Branding.
Câu 21:
What situation exists when consumers react less favorably to marketing activity for a brand compared to an unnamed or fictitiously named version of the same product?
💡 Lời giải chi tiết:
When a brand's reputation is so damaged that the brand name itself becomes a liability, causing customers to dislike the product more than they would if it were unbranded, it is called Negative Brand Equity.
Câu 22:
What concept describes a situation where consumers take control of a brand's meaning or usage, effectively 'stealing' it from the marketing professionals?
💡 Lời giải chi tiết:
The phenomenon where a brand is embraced and redefined by a community of users, sometimes in ways not intended by the brand's owners, is known as Brand Hijacking.
Câu 23:
Which retail strategy involves grouping products into strategic business units to manage them as a whole, focusing on delivering enhanced value to the consumer?
💡 Lời giải chi tiết:
A retail management approach where product categories are run as strategic business units with specific sales and profit goals is called Category Management.
Câu 24:
What type of marketing involves a partnership between a for-profit company and a non-profit organization to promote a social cause while benefiting the business?
💡 Lời giải chi tiết:
A mutually beneficial collaboration where a business aligns with a charity or cause to drive sales and social impact simultaneously is defined as Cause-Related Marketing.
Câu 25:
What is a primary strategic benefit for a licensor in a Brand Licensing agreement?
💡 Lời giải chi tiết:
Brand licensing allows a brand owner (licensor) to enter new product categories or markets by leveraging a partner's resources, thus Expanding into new categories with minimal investment.
