A) A firm’s name, logo, Web site design, and even its letterhead are part of its brand.
B) One of the keys to effective branding is to create a strong personality for a firm.
C) Some companies monitor the integrity of their brands through brand management.
D) Startups must build a brand from scratch, which starts with selecting the company’s name.
E) Most experts recommend a heavy reliance on advertising in building a firm’s brand.
ANSWER: E
Q2.
Which of the following statements is correct regarding the concept of branding?
A) Brands cannot be built through advertising, public relations, sponsorships, social media, or similar techniques.
B) A company doesn’t normally want its customers to identify with its brand.
C) Startups usually start with an established brand.
D) A brand can be one of a company’s most valuable assets.
E) A brand can denote a negative impression of a company.
ANSWER: D
Q3.
Which of the following statements is incorrect regarding the process of building a company’s brand?
A) A firm’s name, logo, Web site design, and even its letterhead are part of its brand.
B) One of the keys to effective branding is to create a strong personality for a firm.
C) Some companies monitor the integrity of their brands through brand management.
D) Startups must build a brand from scratch, which starts with selecting the company’s name.
E) Most experts recommend a heavy reliance on advertising in building a firm’s brand.
ANSWER: E
Q4.
Which of the following selections is incorrect regarding a firm’s “positioning” strategy?
A) Position is concerned with how the firm is situated relative to its competitors.
B) A firm’s decision about how to position itself relative to its competitors starts with a product or service idea that is tested and refined through feasibility analysis and marketing research.
C) Position is concerned with how a firm is situated relative to competitors.
D) Once a firm positions itself in a certain way, it must be able to follow through with a product or service offering that lives up to the image it has created.
E) After selecting a positioning strategy, the firm’s next step is to select a target market.
ANSWER: E
Q5.
Which of the following statements is correct regarding marketing communication today?
ANSWER: advertisers are now able to engage. smaller customer segments with more personalized, interactive content.