Paper/Subject Code: 86003/Marketing: Brand Management
TYBMS SEM 6:
Marketing:
Brand Management
(Objective Questions with Solution)
.png)
Course: TYBMS (Marketing)
Semester : VI
Subject : Brand Management
University : University of Mumbai
Exam : Objective Questions with Solution
Introduction
This article provides the TYBMS Semester 6 Brand Management (Marketing) for the Objective Questions with Solution examination along with detailed solutions. The solutions are explained step-by-step to help students understand the method used to solve each problem and prepare for their university examination.
Related Articles
APRIL 2019
Q.1. a. Multiple Choice Questions (ANY EIGHT): (08)
1. _________ is the act of creating a brand
a. Branding
b. Brand management
c. Brand building
d. Brand hierarchy
2. _________ consist of brand recognition and brand recall performance
a. Brand association
b. Brand image
c. Brand awareness
d. Brand identity
3. Which of this is NOT the importance of brand positioning
a. No differentiation in product
b. Protect market share
c. Changing competition
d. Craves a niche
4. _________ are musical message written around the brand.
a. Slogans
b. Name
c. Jingles
d. Colour
5. __________ is customer's perception of the overall quality or superiority of a product or services compared to its competitors.
a. Perceived quality risk
b. Perceived management
c. Perceived loyalty
d. Perceived
6. App based air conditioned taxies Ola and Uber both of these brands are using which approach of pricing.
a. EDLP
b. Value Pricing
c. Psychological pricing
d. Skimming pricing
7. The five core dimensions of Big 5 model of brand personality are Sincerity, Competence, Sophistication, Ruggedness and _________
a. Creativeness
b. Judgmental
c. Excitement
d. Traditional
8. In Brand Asset Valuator model, Brand Stature results into multiplication of Esteem and ________.
a. Differentiation
b. Relevance
c. Knowledge
d. Strength
9. P&G- Project Drishti Shiksha, Fair and Lovely foundation Project Saraswati, Horlicks- Ahaar Abhiyan. Aircel- Save the tiger. Tata Tea- Jaagore all this are examples of which type of marketing.
a. Permission Marketing
b. Cause Marketing
c. Relationship Marketing
d. Experiential Marketing
10. ________ is the structure of brands within an organizational entity
a. Brand architecture
b. Brand building
c. Brand monitoring
d. Brand protection
Q.1 b. State whether the following statement is TRUE or FALSE (ANY SEVEN) (07)
1. A brand provides distinct identity to a product.
Ans: True
2. Brand elements are those trademarkable devices that serve to identify and differentiates the brand.
Ans: True
3. Ola share, Ola Micro, Ola mini. Ola prime all this options provided by Ola to customers results into using value pricing strategy for their brand.
Ans: False
4. The success and failure of brand extension doesn't affect the parent brand.
Ans: False
5. Brand awareness consists of brand recognition and brand recall.
Ans: True
6. A direct approach is used to build brand equity is via leveraging secondary brand associations for the brand.
Ans: False
7. A brand personality is a set of human characteristics associated with a brand.
Ans: True
8. Brand reinforcement is the marketing strategy adopted when the product reaches to maturity stage of product life cycle and profits have fallen drastically.
Ans: False
9. Brand Asset Valuator is an important tool to review a brand's current achievements and stature.
Ans: True
10 Celebrity endorsement doesn't add value to the brand.
Ans: False
November 2019
Q.1. a. Fill in the Blanks (ANY EIGHT) 08
1. ________ form consumers overall evaluations of a brand and often form the basis for brand choice.(Brand attitudes, Brand credibility, Brand judgment)
Ans: Brand attitudes
2 _______ creates contractual arrangements whereby firms can use the names, logos, characters of other brands to market their own brands for some fixed fee. (Patents Licensing. Co-Branding)
Ans: Co-Branding
3. _______ can be a means to renew interest in and liking for the brand.( Brand Image, Brand Extensions, Brand width)
Ans: Brand Extension
4. The brands those are kept around despite dwindling sales because they manage to hold on sufficient number of customers and maintain their profitability with virtually no market support are called as _______ (Dogs, Question marks, Cash Cows)
Ans: Cash Cows
5. The rapid Expansion of the internet and continued fragmentation of mass media have brought the need for ________ into sharp focus. (Experiential Marketing. Personalized Marketing, Integrated Marketing)
Ans: Integrated Marketing
6. The first stage in CBBE model is________ . Response. (Brand Identity, Brand Meaning, Brand
Ans: Brand Identity
7. _________ have been identified as branded items in a diverse set of durable and semi durable goods categories that are not directly comparable to other items carrying the same brand name. (Brand extensions, Brand variants, Brand Architecture)
Ans: Brand Extension
8. ________ implies that the organization's products and services bear a wide variety of brand names as opposed to the organization's brand.( Brand width, Branded house, House of Brands)
Ans: House of Brand
9 ________ is a scenario where the consumer fears purchasing and consuming product from another brand which they does not trust. (Brand Awareness, Brand resonance, Brand loyalty)
Ans: Brand Loyalty
10. The combination of Esteem and Knowledge forms _______ which reflects current brand performance and is a strong strategic indicator.(Brand Stature, brand strength, Brand Value)
Ans: Brand Stature
April 2023
Q.1. a. Multiple Choice Questions (ANY EIGHT) 08
1. _________ are the means by which firms distribute their products to consumers. (Parties, Retailers, Suppliers, Channels)
Ans: Channels
2. _______ is the act of creating a brand. (Promoting, Branding, Advertising, Drawing)
Ans: Brading
3. ________ marketing promotes a product by not only communicating a product's features and benefits but also connecting it with unique and interesting consumer experiences. (Experiential, Personalized, Permission, Relationship)
Ans: Experiential
4. A brand if properly managed can be ________. (successful, superior, timeless, sophisticated)
Ans: Timeless
5. ________ are short phrases that communicate descriptive or persuasive information about the brand.(Rhythms, Slogans, Tone, Jingle)
Ans: Slogans
6. _________ and knowledge complete the hierarchy and combine to form the brand stature construct. (Differentiation, Relevance, Information, Esteem)
Ans: Differentiation
7. Brand _______ often represent key sources of brand value, because they are the means by which consumers feel brands satisfy their needs. (associations, competitions, building, complexity)
Ans: Associations
8. The _________ determines the marketing program's ability to affect the customer mind-set and is a function of the quality of the program investment. (customer multiplier, market multiplier, supplier multiplier, program multiplier)
Ans: Program Multiplier
9. A ________ is a means to designate a specific item or model type or a particular version or configuration of the product.(modifier, designer , graphics, creative)
Ans: Modifier
10. The brand ________ is the set of all brands and brand lines that a particular firm offers for sale to buyers in a particular category.(boundaries, associators, perception, portfolio)
Ans: Portfolio
b. State whether the following statement is TRUE or FALSE (ANY SEVEN): 07
1. Brands share a great relationship of goodwill with consumers.
Ans: True
2. Brand elements, sometimes also called as brand identities.
Ans: True
3. Marketers have been forced to use so many financial incentives or discounts as the marketplace has become more competitive.
Ans: True
4. Personalized marketing tools play a strong role in helping marketers, incorporate customization on various levels of communication and marketing.
Ans: True
5. Brand personality is defined as a set of human characteristics associated with a brand.
Ans: True
6. The customer multiplier does not determine the extent to which value created in the minds of customer affects market performance.
Ans: False
7. Revitalizing brands involves ensuring innovation in product design, manufacturing, and merchandising and ensuring relevance in user and usage imagery.
Ans: True
8. Brand hierarchy is a system that organizes brands, products, and services to help an audience access and relate to a brand.
Ans: True
9. Brand identity are customers' emotional responses and reactions to the brand.
Ans: False
10. Brand resonance are customers' personal opinions about and evaluations of the brand, which consumers form by putting together all the different brand performance and imagery associations.
Ans: True
April 2024
Q1. a. Multiple Choice Questions (ANY EIGHT) (08)
1. ________ is not a scope of branding. (Physical goods, Services, Retail, Savvy customers).
Ans: Savvy customers
2. The tagline of Bourn vita is ________. (The Taste of India, Taan ki shakti Man ki shakti, Kuch meeta ho jaye, Daag Acche Hain)
Ans: Taan ki shakti Man ki shakti
3. ________ is quantitative research technique. (Completion, Comparison, The Big Five, Brand Response)
Ans: Comparison
4. ________ is discount pricing policy. (Value pricing, Cost-based pricing, Everyday-low pricing. Introductory pricing)
Ans: Everyday-low pricing
5. Brand Asset Valuator (BAV) model was given by ________ Global Advertising Agency. (Omnicom Group, WPP PLC, Young and Rubicam, Ogilvy, and Mather)
Ans: Young and Rubicam
6. Under __________ value stage, does marketing activities like product research, design and development take place. (Program Quality Multiplier, Marketing Programme Investment, Customer Mindset, Investor Sentiment Multiplier)
Ans: Marketing Programme Investment
7. Product mix is also known as _________. (Product assortment, Product line, Product catalogue, Product classification)
Ans: Product assortment
8. A _________ brand is defined as a brand that is used in more than one product category but is not necessarily the name of the company or corporation. (Range/Family, Corporate, Modifier, Individual)
Ans: Range/Family
9. ________ individual brand is presented to consumer as a parent company. (LUX- Unilever, Swiggy, Zomato, IKEA)
Ans: LUX- Unilever
10.Managing brands for the long run involves ________ (reinforcing, rejection, accepting, enacting)
Ans: reinforcing
b. State whether the following statement is TRUE or FALSE (ANY SEVEN) (07)
1. Branding is a strategic point of view, not a select set of activities.
Ans: True
2. Brand awareness consists of brand recognition and brand recall performance.
Ans: True
3. Relationship marketing attempts to provide a more holistic, personalized brand experience to create stronger consumer ties.
Ans: True
4. Channel strategy includes the design and management of intermediaries such as wholesalers, distributors, brokers, and retailers.
Ans: True
5. Licensing creates contractual arrangements whereby firms can use the name, logos, characters, and so forth of other brands to market their own brands for some fixed fee.
Ans: True
6. Brand Personality can be defined as a set of human characteristics associated with a brand.
Ans: True
7. Aided recall could be gauged by asking the respondent to mention the brands in a particular product category.
Ans: False
8. Brand strength measures the ability of the brand to secure the delivery of expected future earnings.
Ans: True
9. The breath of a branding strategy describes the number and nature of different products linked to the brands sold by the firm.
Ans: True
10 Green marketing is the marketing of products that are presumed to be environmentally safe.
Ans: True
April 2025
Q.1. a. Multiple Choice Questions (ANY EIGHT) (08)
1. __________ is a specific term that includes a name, symbol, sign or design given to a product for easy identification. (Advertising, Brand, Packaging, Promotions)
Ans: Brand
2 __________ gives consumers a compelling reason what they should buy it. (Unique Selling Proposition, Unique Selling Position, Unique Stock Proposition, Unique Selling Portion)
Ans: Unique Selling Portion
3. Global brands must build ________ strong brand strength, brand stature & power on key factors that drive brand in the market. (consistency, complexity, flexibility, composite)
Ans: consistency
4. Brand _______ strategy helps marketers determine which products and services to introduce, and which brand names, logos, symbols, and so forth to apply to new and existing products. (packaging, asset, value chain, architecture)
Ans: architecture
5. Brands can reduce ___________ in making product decisions for a customer. (costs, expenses, risks, confusions)
Ans: Risks
6. Jingles are musicals _______ written around the brand. (tone, sound, message, creativity)
Ans: message
7. Every ________ crucial goal is to develop a strong brand position and build brand resonance. (retailers, employee, manufacturers, marketers)
Ans: Marketers
8. Reinforcing brand meaning may depend on the nature of brand involved. (associations, attachments, assets, awareness)
Ans: Associations
9.Brands indicate _______ of product, the consumer is buying. (quantity, reason, benefits, quality)
Ans: Quality
10.In case of service brands, the ________ include the customers experience. (non-tangible, tangible, service, engagement)
Ans: Tangible
b. State whether the following statement is TRUE or FALSE (ANY SEVEN) (07)
1. To retailers and other channel members distributing products, brands provide several important functions.
Ans: True
2. Personal selling is a person-to-person process by which the seller learns about the prospective buyer's wants and seeks to satisfy them by making a sale.
Ans: True
3. Young & Rubicam (Y&R) a major global advertising agency, measured brand equity for 450 global brands and more than 8,000 local brands in twenty-four countries.
Ans: True
4. Corporate brands use the same name for all of their products.
Ans: True
5. A logo helps in reinforcing brand positioning by creating a recognizable visual identity.
Ans: True
6. URLs (Uniform Resource Locators) specify locations of pages online and are also referred to as domain names.
Ans: True
7. The supplier multiplier determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
Ans: False
8. If a brand extension is profitable, it always contributes to overall brand growth.
Ans: False
9. Once a product is outdated, it can never become relevant again.
Ans: False
10 Any paid form of non-personal communication through mass media about a service or product or an idea by a sponsor is called promotion.
Ans: False
.png)
.png&description=TYBMS SEM 6: Marketing: Brand Management (Objective Questions with Solution)){kind=link}
0 Comments