Quay lại danh mục Trắc nghiệm Quản trị thương hiệu Tiếng Anh
Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Phần 5

Trắc nghiệm Quản trị thương hiệu Tiếng Anh có đáp án - Phần 5

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Thời gian còn lại: --:--

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?

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?

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?

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?

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?

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?

Câu 7: According to Jennifer Aaker's Brand Personality framework, which dimension is characterized by traits such as 'outdoorsy', 'tough', and 'masculine'?

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?

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?

Câu 10: How is the Net Promoter Score (NPS) calculated?

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?

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:

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?

Câu 14: Which strategy involves identifying and establishing new sources of brand equity for a brand that has lost its relevance or market position?

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?

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?

Câu 17: In retail marketing, what does the acronym POP stand for, referring to the location where a transaction occurs?

Câu 18: What term describes highly satisfied customers who voluntarily recommend a brand to others, effectively acting as unpaid ambassadors?

Câu 19: The term 'Masstige' refers to products that are:

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?

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?

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?

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?

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?

Câu 25: What is a primary strategic benefit for a licensor in a Brand Licensing agreement?