bm lifesaver

8/12/2019 BM LifeSaver

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Q.No.

Question

Options

Answe

1.

The definition of ,,Brand,,as per the AMA is

: ,,name, term, sign, symbol, or design, or acombination of them intended to ........goods

and services of one seller or group of sellersand to ......... them from those of competition ,,

1. Identify, differentiate

1

2. Strengthen, differentiate

3. Highlight, identify

4. None of the above

5. -

2.The inter-relationship between Products andBrands is

1. Product > Brand

3

2. Product = Brand

3. Product < Brand

4. They are un related

5. -

3.Key Branding challenges and oppurtuntiesinclude

1.Plethora of challenges thus cannot bedefined.

4

2.

Economic variability, technological

innovation, diverse customer, politicalinstability

3.Breakthrough innovation environment, highcost of customer contact, heightened

awareness levels among consumers

4.Savvy customers, Brand Proliferation, Media

fragmentation, increased competition,increased costs, greater accountability

5. -

4. Intangible aspects of brand includes

1. Emotional benefits

3

2. Self Expressive benefits

3. Both a and b

4. Neither a or b


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5. -

5.History of branding was influenced by thefollowing major eras

1. Economic depression of the 1930s

4

2.

Scientific discoveries in the 1950

,

s

3. E revolution in the 90,s

4. All of the above

5. -

6.Homogenous shopping products are definedas

1.

There is no perceived difference in quality orperformance. Demand is very elastic, and the

customer is willing to shop for the brand withthe lowest price.

1

2.

There is no perceived difference in quality orperformance. Demand is very inelastic, andthe customer is willing to shop for the brand

that is most easily available

3.

There is no perceived difference in quality orperformance. Demand is very elastic, and thecustomer is willing to shop for the brand thathas the highest recall


5. -

7.The evolution of branding has meant that nowbrands are controlled by

1. Activists

2

2. Consumers

3. Corporates

4. Politicians

5.

-

8. Brand Positioning is about creating a

1.Distinctive proposition to help win creativeawards

2

2.Distinctive place in consumer mind forcompetitive advantage


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3.Distinctive place in consumer mindirrespective of competition etc


5.

-

9.The twin aspects while evaluating ,,frame of

reference,,while crafting Brand Positioning are

1.Assessing market : ie consumers andassessing competition

1

2.Assessing global presence of own productsand assessing local competition

3.Assessing competition and assessingregulatory environment of market

4.Assessing market i. consumers andassessing global trends.

5.

-

10.

In a print ad, Brand X says that it has ,,25 vital

nutrients that help children grow taller,faster.,,The ,,25 vital nutrients,,are the Brands

....... and the ,,growing taller, faster ,,attributebeing spoken of is its........

1. RTB, POP

3

2. POP, POD

3. RTB, POD

4. POD, Brand Identity

5. -

11.

Brand Y launches dissolvable capsules thatturns into a delicious, lip smacking carbonated

soft drink when put in 200 ml of water. Theprice of one capsule equals the price of 200 ml

of bottled soft drink. Brand Y is available inleading stores, and has launched it marketingcampaign starring Salon Khan ( a leading film

star; who in the past has also endorsed Pepand KoKe- leading soft drink makers.). The

POD, for Brand Y is

1. Celebrity presence

2

2. Product format i.e capsule

3. Taste

4. All of the above.

5. -

12.The positioning dimension/ positioning peg

that a brand selects , needs to be

1. Product based

4

2. Price based


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3. Emotional benefit based

4. Could be anything

5.

-

13.,,POP and POD are always

complementary,,This statement is

1. Always true

3

2. Always false

3. May or may not be true

4.POP is a consumer irrelevant concept; soPOD has to be highlighted in isolation only.

5.

-

14. Brand Positioning statement captures

1.For whom...... Brand X that is .......whichgives.....because.......

1

2.For whom.....Brand X that is....... whichgives......

3.For whom.....Brand X that is....... while otherbrands are........

4.For whom....Brand X that used to be.......butnow........

5. -

15.A useful way to assess a Brands positioningstrength within the identified product space is

1. Mental Map

4

2. CBBE model

3. Value chain

4. Perceptual map

5. -

16.The succinct truth about what a brand stands

for , is termed as

1. Brand Identity

4

2. Brand archetype


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3. Brand image

4. Brand essence

5.

-

17.Brand identity has 6 interrelated facets,

namely

1.Physical facet, personality, culture, selfexpressive benefit, reflected consumer,consumer mentalisation

2

2.Physical facet, personality, culture,relationship, reflected consumer, consumer

mentalisation

3.Physical facet, company vision, culture,relationship, reflected consumer, consumermentalisation

4.Physical facet, personality, culture,secondary assosciation, reflected consumer,

consumer mentalisation

5. -

18.In the Kapferer Brand Identity model , thetarget consumers ,,inward mirror,,has beentermed as

1. Reflected consumer

2

2. Consumer mentalisation

3. Relationship

4.

None of the above.

5. -

19.To construct a Brand Essence , the threeparameters used are

1. Target audience, competition, product usp

3

2. Communicate, simplify, inspire

3.Emotional modifier, descriptive modifier,

Brand modifier

4.

Emotional modifier, functional modifier,value modifier

5. -

20. Mental map is an outcome of 1. Brand associations 1


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2. Brand equity

3. Brand RTB,s

4.

Consumer segmentation

5. -

21.

Brand ABC is a sports goods brand; with thepromise of,,superior performance for relentlesspeople,,. It showcases itself to be someonewho would find out the way through his or her

own courageous acts and often always be thewinner akin to believing that when there is a

will there is a way. This description besttypifies the

1. Ruler archetype

4

2. Outlaw archetype

3. Sage archetype

4. Hero archetype

5. -

22.

Brand XYZ is a personal care brand with thepromise of,,transformational beauty,,. Itshowcases diverse women - accomplishedcelebrities, models, home makers, office goerswho endorse the unbelievable improvements

that they have experienced . This descriptionbest typifies the

1. Caregiver archetype

3

2. Creator archetype

3. Magician archetype

4. Everyman archetype

5. -

23.

Brand equity as defined by Aaker is

1.

A set of brand assets and liabilities linked toa brand, its name, symbol, that only add tothe value provided by a product or service to

a form and/or to that firms customers.

3

2.

The differential effect that brand knowledge

has on consumer response to the marketingof that brand.

3.

A set of brand assets and liabilities linked toa brand, its name, symbol, that add to or

subtract from the value provided by aproduct or service to a form and/or to thatfirms customers.

4.The differential effect that brand knowledgehas on shareholder response to the

performance of the brand.


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5. -

24.The attributes that are common between

Aaker and Keller models on brand equity are

1. Brand awareness , Brand Image, Loyalty

1

2.

Perceived Quality and Other legal financial

metrics

3. Loyalty and perceived quality

4.Nothing is in common between the twomodels.

5. -

25.The multipliers in the Brand Value chainmodel refer to the

1.The 4 stages of value transfer leading to

shareholder value creation

2

2.

The extent to which value created at onestage transfers to the next stage.

3.Source of the CBBE brand equity model byKeller

4.Framework beyond which brand equitycannot be affected by any other factor.

5. -

26. -

1. -

0

2.

-

3. -

4. -

5. -

Q.No.

Question

Options

Answe

1.Key Branding challenges and oppurtuntiesinclude

1.Plethora of challenges thus cannot be

defined.

42.Economic variability, technologicalinnovation, diverse customer, politicalinstability

3.Breakthrough innovation environment, highcost of customer contact, heightened

awareness levels among consumers


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4.Savvy customers, Brand Proliferation, Mediafragmentation, increased competition,increased costs, greater accountability

5. -

2. Brand Positioning is about creating a

1.

Distinctive proposition to help win creativeawards

2

2.Distinctive place in consumer mind forcompetitive advantage

3.Distinctive place in consumer mindirrespective of competition etc


5. -

3.

Brand Y launches chewable chocolates thatgive the same great indulgent taste of a milkchocolate for over 10 minutes; as it is in a

chewable format. Brand Y is available inleading stores, and has launched it marketingcampaign starring Piggy Chopstar ( a leading

film star; who in the past has also endorsedCad and Berry leading chocolate makers.). The

POD, for Brand Y is

1.

Celebrity presence

2

2. Product format i.e chewable chocolate

3. Taste


5. -

4. Brand Positioning statement captures

1.For whom......and X that is ........whichgives.....because.......

1

2.For whom....... Brand X that is....... whichgives........

3.For whom........Brand X that is...... whileother brands are.......

4.For whom.......Brand X that used tobe........but now......

5. -

5.A useful way to assess a Brands positioning

strength within the identified product space is

1. Mental Map

42. CBBE model

3. Value chain


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4. Perceptual map

5. -

6.In the Kapferer Brand Identity model , thetarget consumers ,,outward mirror,,has beentermed as

1.

Reflected consumer

1

2. Consumer mentalisation

3. Relationship

4. None of the above.

5. -

7.

Brand XYZ is hotel brand with the promise ofcreating an unforgettable experience- ofintimacy and a complete awakening of thesenses. There is something to delight andrejuvenate mind , body an soul . Thisdescription best typifies the

1.

Innocent archetype

3

2. Magician archetype

3. Lover archetype

4. Caregiver archetype

5. -

8. Brand equity as defined by Aaker is

1.A set of brand assets and liabilities linked toa brand, its name, symbol, that only add tothe value provided by a product or service to

a form and/or to that firms customers.

3

2.The differential effect that brand knowledgehas on consumer response to the marketingof that brand.

3.

A set of brand assets and liabilities linked toa brand, its name, symbol, that add to orsubtract from the value provided by a

product or service to a form and/or to thatfirms customers.

4.

The differential effect that brand knowledge

has on shareholder response to theperformance of the brand.

5. -

9.Brand ABC is a music channel that has carved

its own niche by launching edgy, dark reality1. Ruler archetype 2


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shows that take on the so called establishednorms of society. The hosts on this show areall Page 3 personalities that tend to be in thenews for some controversy or the other. Thisdescription best typifies the

2. Outlaw archetype

3. Hero archetype

4.

Sage archetype

5. -

10.Some business lines, which cannot be

branded are

1. Religions

4

2. Educational institutes

3. Online social networking web sites


5. -

11.The brand elements that are offensivestrategies of marketeers and help build brandequity are

1. Transferability, adaptability, protectable

4

2. Memorability, likability, adaptability

3. Memorability, adaptability, meaningfulness

4. Memorability, likability, meaningfulness

5. -

12.Advertising has evolved largely owing tochanges in

1. Will of business owners

2

2.Socio-economic conditions and consumerevolution

3.Growth in manufacturing & services sector >agricultural sector

4. Monetization of media industry

5. -

13.Intangible aspects of Brand managementincludes

1. User imagery 3


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2. Country of origin

3. A and B only

4.

Neither A nor B

5. -

14. Emergency convenience product means

1.

Customer has immediate need for product:

price and perhaps even quality are of smallconcern. Demand is inelastic and place isimportant.

1

2.Customer has immediate need for product:price and quality are of high concern.

3.Customer has immediate need for product:

price, place and quality are of small concern.

4.Customer has immediate need for product

but Demand is elastic given the day-to-daynature of the product.

5. -

15.

While crafting the Positioning statement, and

looking at,,

Frame of reference,,

, a techniquethat helps gain consumer understanding.

1. Funneling

3

2. Prospecting

3.

Segmentation


5. -

16.

Competition companies are in

1.Products from Related industry offeringsimilar functional benefits

2

2.Product offering similar functional andemotional benefits

3.

Direct products offering similar functionalbenefits


5. -


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17.

Consumer perception of what the brand

stands for is termed as

1. Brand Identity

3

2. Brand Positioning

3.

Brand Image

4. Brand Archetype

5. -

18.

The,,

external,,

factors in the Kapferer BrandIdentity Model are

1.Physical facet, Relationship, reflectedconsumer

1

2. Personality, Culture, Consumer mentalisation

3. Physical facet, Relationship, Personality

4. Physical facet, Personality, Culture

5. -

19.The heart and soul of a brand that capturesthe essence of what a brand stands for, istermed as

1. Brand Identity

2

2. Brand Mantra

3. Brand Archetype

4. Brand Positioning

5. -

20.Multiple Brand Associations can be captured

on a

1. Mental map

1

2. CBBE model

3. Carl Jungs 12 archetypes


5. -


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21.

The brand knowledge aspect as defined by

Keller in the CBBE model include

1. Brand awareness and brand loyalty

2

2. Brand awareness and brand image

3.

Brand image and brand loyalty


5. -

22.

The CBBE model prescribes 4 steps for brandbuilding progressing from building Salience and

culminating in

1. Resonance i.e intense loyalty

1

2. Affinity i.e positive feelings and Judgement

3. TOM recall i.e top of mind reference whenasked about category


5. -

23.David Aakers model includes 5 elements,namely

1.Brand Awareness, Brand Loyalty, BrandPositioning, Perceived Quality, Others ( i.e

trademark, patents etc)

3

2.Brand identiication, Brand affinity, Brand

Associations, Perceived Quality, Others ( i.e

trademark, patents etc)

3.Brand Awareness, Brand Loyalty, Brand

Associations, Perceived Quality, Others ( i.etrademark, patents etc)

4.Brand Awareness, Brand Loyalty, Brand

Assosciation, Perceived brand image, Others( i.e trademark, patents etc)

5. -

24.The value model prescribed by Keller, themultiplier that impacts value transition from

Customer mindset to Brand Performance is

1. Program quality multiplier

2

2.

Marketplace condition multiplier

3. Investment multiplier



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5. -

25.

In a print ad, Brand X says that it has ,,20%

more fluoride than other toothpastes that helpwhiten teeth within 7 days.,,The ,,20% morefluoride,,is the Brands ....... and the ,,whitening

of teeth within 7 days ,,attribute being spokenof is its

1. RTB, Functional benefit

1

2.

POP, Emotional benefit

3. RTB, POP

4. POD, Brand Identity

5. -

26. -

1. -

0

2.

-

3. -

4. -

5. -

Q.No. Question Options Answe

1.What is the key question being discussed inthe case

1. Managing and assessing brand equity

4

2.Managing and assessing the brandpositioning across key power brands

3.Managing and assessing brand quality andsales performance

4. Managing and assessing brand extensions

5. -

2. A brand extension failure that HUL faced was

1. Lifebuoy Gold

4

2. Lux toothpaste

3. Fair and Lovely shampoo

4. Vaseline Talc


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5. -

3. In the 90,s, HUL expanded operations via

1. Through new product development

3

2.

Through the power brand startegy

3. Through mergers and acquisitions

4. Through scaling up of regional brands

5. -

4.Advantages that HUL enjoyed owing to brandextensions

1. Instant recognition of products, Credibility

3

2.

Early acceptance with much less advertisingoutlay

3. Both a and b

4. Only b

5. -

5.In the year 2000, HUL examined its strategyand decided to

1.Resources behind 30 power products out of110

4

2.

Divest from non profitable product lines

3. Acquire regional players at subsidized cost

4.Put resources behind 30 power brands out

of 110

5. -

6.The one brand; for which almost all brandextensions were successful was

1. Ponds

2

2. Axe

3. Sunsilk

4. Lux


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5. -

7.An acceptable result of brand extension iswhen

1.Brand extension i.e the new product maysell below its own sales target but there is nodecline in sale of the existing product

2

2.

Brand extension i.e the new product sells

well without affecting sales of the existingproduct

3.Brand extension increases recall of both thenew product and the existing product

4.Brand extension i.e new product achieves itsown target; though there is a decline in theexisting product

5. -

8.Lifebuoy had been synonymous with ,,healthand hygiene,,. Through its brand extensions,Lifebuoy attempted to

1.Own the space of ,,health and hygiene,,bylaunching as many relevant product lines.

2

2. Tap new consumer segments

3.Grab market oppurtunties beforecompetitors could do so.

4.

Move away from the ,,health andhygiene,,space and occupy an alternate

brand assosciation, by launching newerproducts (This was done as research had

shown that health and hygiene is notdesirable when in comes to personal careproducts)

5.

-

9.A product category where Lux failed to makesuccessful inroads and products had to be

eventually withdrawn was

1. Sun protection products

4

2. Shampoo

3. Neither a nor b

4. Both a and b

5. -

10.HLL has withdrawn some brand extensionsbecause

1.They did not possess the internal capabilitiesto support those launches

2

2.

Some new extensions did not meet theirpolicy that the new variant must have

significant market share of its own to justifyintroduction in the market


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2.The launch of the new product has no

impact on the sale of the existing product.

3.The launch of the new product causes adecline in the recall of the existing product

4.

The launch of the new product has noimpact on the recall of the existing product.

5. -

4.HUL,s foray into the hair colour segment wasbecause

1.As market leaders in personal care, HUL

wanted to ensure its presence across allproduct categories

2

2. L,oreal entered the Indian market

3.Sunsilk was dwindling as a brand, and a newbrand extension could revitalize it


5. -

5. HLL,s strategy has largely centered around

1. Launching completely new brands

3

2. Launching completely new products

3. Launching variants and extensions

4.Acquiring regional brands and marketingthem nationally

5. -

6.When a product idea is in itself very strong,

the right thing to do would be

1.Launch only as a brand extension of a brandthat is the market leader in the same orrelated product category

3

2.Launch only as a brand extension of a brand

that is the market follower in the same orrelated product category

3.

Evaluate Launch as a new brand

4.Launch only as a brand extension of a brandthat is struggling for growth in order torevitalize it.

5. -


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7.

With Lakme, and its brand extensions, HUL

showed that brand extensions are about

1.Launching newer products even for niche

consumer segments

4

2.Investing in completely new businessmodels as long as they backed by megashifts in consumer trends.

3.

Neither a nor b

4. Both a and b

5. -

8.

The one brand; for which almost all brandextensions were successful was

1. Ponds

2

2. Axe

3. Sunsilk

4. Lux

5. -

9.Fair and Lovely faced stiff competition on

account of

1.Other fairness creams that promised similarresults

4

2.Launch of fairness soaps that promisedsimilar benefits

3.Global brands that were perceived to be

more premium


5. -

10.Key challenge faced by HUL as anorganisation towards the year 2000 was

1.Entry of global premium brands threateningthe established HUL brands

3

2.Greater interference by parent companyUnilever in local Indian operations

3.Limited growth opportunities given thematurity of the market and high penetrationlevels.

4.

High growth oppurtunties in moderately

profitable product lines; while sluggishoppurtunties in the highly profitable productlines.


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5. -

11. -

1. -

0

2.

-

3. -

4. -

5. -


1.Godiva Europe,s production capacity is located

in

1. Brussels

1

2. Prague

3. Belarus

4. Bahamas

5. -

2. Japanese market is important because

1. High sales volume

3

2. High per capita chocolate consumption

3. High realization

4. Low import duties

5. -

3. Chocolate consumption is the highest in

1. Western Europe

3

2. Eastern Europe

3. Northern Europe

4. Southern Europe


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5. -

4.In Belgium the maximum purchase ofchocolates happens for

1. Self consumption

4

2.

Family Consumption

3. Largely Seasonal ( Christmas) gifting

4. Gifting

5. -

5.Belgian chocolates are appreciated in Franceowing to the efforts made by

1. Godiva

3

2.

Corne Toison

3. Leonidas

4. Jeff de Bruges

5. -

6.The problem of seasonality is massive inJapan, with 75% of sales happening around

1. Christmas

2

2.

Valentine Day

3. Parents Day

4. Independence day

5. -

7.A key business issue facing Godivamanagement is

1.Finding the optimal compromise betweenautomisation and hand made chocolates

1

2.Tackling seasonality in big markets such asJapan

3. Standardizing packaging across all markets

4.Differentiating brand image in each marketversus competitors


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5. -

8.The aspect that Godiva would like tostandardize across markets is

1. Taste

3

2.

Pricing

3. Retail stores

4. Packaging

5. -

9.The key advertising task for the Belgianmarket is to

1.Increase frequency of purchase of

chocolates

4

2.

Make the brand image more ,,luxurious,,in

order to arrest the decline of sales inspite ofprice increases ( 7% sales volume was lostafter a 10% price increase)

3. Make the brand image more youthful


5. -

10.A weakness that Godiva has in the Belgianmarket is

1. Premium price

4

2. Inferior product wrt taste and quality

3. Non standardized retail stores

4. Old fashioned image

5. -

11. -

1. -

02. -

3. -


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4. -

5. -


1.The acquisition of Corne Toison was donewith the objective of

1.

Reinforcing imagery of premiuness that bothGodiva and Corne Toison shared

4

2.Differentiate between the imagery of Godiva

and Corne Toison

3. Leverage production capacity of the factory

4. B and c

5. -

2.Godiva chocolates belong to the sub category

of

1. Candies

2

2. Praline

3. Industrial chocolates

4. Chocolate bars

5. -

3. Birthplace of Praline chocolates

1. Prague

2

2. Brussels

3. Japan

4. USA

5.

-

4.In Belgium where the brand Godiva has itsroots; it is considered

1.Differentiated and enjoys unique brandassosciation

42.Is considered most premium brand withstrong loyalists

3.Is considered most ideal for gifting owing topremium imagery association and the highest


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product assortment within a box

4.Is not clearly perceived as differentcompared to other leading competitors

5.

-

5.The absence of the ,,chocolate culture,,is a

challenge whilst introducing Belgian chocolatesin

1. Spain

3

2. UK

3. Germany

4. Holland

5.

-

6.A key aspect that is different among the triad( USA, Europe and Japan) is

1. Growth rates

1

2. Consumption occasion

3. Rate per kg

4. No of duty free shops in each market

5. -

7. Wrt Pricing policy Godiva aims to

1.Ensure it charges premium; but is not the

most expensive brand in any market

2

2. Standardize pricing across Europe

3.Standardize pricing across the two foreignmarkets i.e USA and Japan

4.Take price reduction measures in flagshipmarket i.e Belgium where Leonidas is taking

share away.

5. -

8.Having a uniform advertising message acrossmarkets is a challenge owing to

1. Differences in level of maturity of market

1

2. Difference in pricing policy across markets


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3.Difference in product type being sold acrossmarkets ( gift boxes vs bars)

4. All of the above

5.

-

9.The marketing team at Godiva is convinced

that a standardized advertising campaign is

1. Not possible owing to cultural differences

2

2. Possible only for European markets

3. Possible for Europe, USA and Japan


5.

-

10.The higher market share for Leonidas inBrussels is on account of

1.Leonidas has much higher share for selfconsumption occasions

1

2.Leonidas has much higher share for giftingoccasions

3.Leonidas has much higher share for bothself consumption & gifting occasions

4.Leonidas has much higher share in duty freeshops.

5. -

11. -

1. -

0

2. -

3. -

4. -

5. -

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