Brand Management Quiz: MCQ!

10 Questions | Total Attempts: 708

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Brand Management Quiz: MCQ! - Quiz

What is brand management? Brand management refers to the relationship that consumers have with the brand in question. Brand management tends to inspire brand loyalty, which leads to word-of-mouth advertising where customers tell someone else about the brand. Then that person shares the information with another person. It goes down the line until the customer base is giant. This valuable quiz will inspire you to know more about brand management.


Questions and Answers
  • 1. 
    In which stage of the product lifecycle do brand managers play a pivotal role?
    • A. 

      Discovery

    • B. 

      Development

    • C. 

      Pre/Post Launch

    • D. 

      All of the above

  • 2. 
    For which of the following is a brand manager not responsible?
    • A. 

      Sales forecasts

    • B. 

      Projections of marketing and sales expenditures

    • C. 

      Sales manpower planning

    • D. 

      Profit and loss statements

  • 3. 
    What all factors determine a brand manager's sales forecasts?
    • A. 

      Brand platform and extensive market research

    • B. 

      Extensive market research and certain key assumptions

    • C. 

      Product positioning and product portfolio

    • D. 

      Product portfolio and brand platform

  • 4. 
    What are "branded messages"?
    • A. 

      Messages designed to conceal the company logo in favor of promoting the product itself

    • B. 

      Product-specific messages designed to increase uptake and maximize adoption

    • C. 

      Company specific messages designed to increase awareness

    • D. 

      Marketing tactics that promote off-label usages of a product that are not FDA approved but so widely accepted they can have the company's logo on them

  • 5. 
    A ___________ is the means of communicating information to the universe of customers.
    • A. 

      Communications channel

    • B. 

      Message platform

    • C. 

      Comprehensive commercial plan

    • D. 

      Promotional channel

  • 6. 
    Along with formulating product sales forecasts and finalizing P&L statements, what else must brand managers develop for the financial projections?
    • A. 

      In-licensing negotiations

    • B. 

      Messaging platform

    • C. 

      Promotional budget

    • D. 

      Portfolio analysis

  • 7. 
    What are the key considerations made in developing the right "promotional mix" for a product?
    • A. 

      Raindrops on roses and whiskers on kittens

    • B. 

      Full market saturation to reach as many consumers as possible

    • C. 

      The optimal combination of promotional programs and channels for delivering the message

    • D. 

      The optimal combination of professional and non-professional marketing campaigns

    • E. 

      The optimal segmentation of markets and prescribers

  • 8. 
    Upon what factors does the appropriate promotional mix depend on?
    • A. 

      On the nature of the product and the market in which it will compete

    • B. 

      On the level of current competition that exists in the marketplace during the pre-launch phase

    • C. 

      The optimal blend of professional and non professional promotions

    • D. 

      Walking the fine line between promoting the benefits of the product but adequately acknowledging the adverse effects

  • 9. 
    Brand managers are responsible for the overall image of a product or person. 
    • A. 

      True

    • B. 

      False

  • 10. 
    Which of the following is not a key element of a brand manager's job?
    • A. 

      Market research

    • B. 

      Market fit analysis

    • C. 

      Assigning sales team members

    • D. 

      Competitive positioning

    • E. 

      Developing marketing and advertising strategies