A company having two different brands in two different value pyramids comes under which of the following options?

• A) Multibrand portfolio
• B) Owing to acquisition
• C) Owing to growth
• D) Need to have small portfolio

"Better meet the demands of the segmented markets" is the basic purpose of which of the following?

• A) Brand extension
• B) Brand equity
• C) Line extension
• D) Multi-brand portfolio

Brand extension has the direct consequence of competition in which of the following markets/segments?

• A) Developing market
• B) Mature segment
• C) Mature market
• D) Immature market

Yogurt, juice, and milk is an example of which of the following forms of line extension?

• A) Multiplication of physical forms
• B) Multiplication of the type of ingredients
• C) Multiplication of variety of tastes and flavors
• D) Multiplication of generic forms of medicines

“The decision of a company about the number of brands it should be having” depends on all of the following options EXCEPT:

• A) Company’s resources
• B) Corporate objectives
• C) Market size
• D) Degree of competition

Uniqueness of the selling proposition takes ------------- to the positioning.

• A) Value
• B) Credibility
• C) Sustainability
• D) Fit

-------------- comes with keeping the brand contract while organization go through innovations to stay up-to-date.

• A) Sustainability
• B) Value
• C) Credibility
• D) Fit

All of the following are the actions that an organization take instantly for better managing line extensions EXCEPT:

• A) Allocate resources more to high-margin items
• B) Lack of economies of scale
• C) Improve cost accounting systems
• D) Encourage product withdrawal

Strong brand positioning is driven by which one of the following sources?

• A) Customer
• B) Company
• C) Employee
• D) Market

The most important part in the brand extension process is the selection of the destination __________.

• A) Product
• B) Segment
• C) Market
• D) Category

In which of the following periods mostly companies like to introduce new brands into the new segment /market?

• A) Saturation
• B) Growth
• C) Product prototyping
• D) Maturity

“The company should be able to clearly state brand positioning.” Which of the following best represents the given statement?

• A) Awareness
• B) Understanding
• C) Inspiration
• D) Direction

According to Scot Davis, how many years are required to change the brand positioning?

• A) Two to six years
• B) Three to five years
• C) Three to six years
• D) Two to five years

A clear positioning statement takes into account all of the given options, EXCEPT:

• A) The competitive benchmark
• B) The target market
• C) The customer’s analysis
• D) The point of difference

If any organization offers coherent product under same brand, this situation falls which one of the following brand strategy?

• A) Line brand strategy
• B) Product brand strategy
• C) Rand brand strategy
• D) Umbrella brand strategy

Which one of the following is NOT the basic determinant of the consumer’s buying action?

• A) Quality
• B) Accessibility
• C) Inferiority
• D) Affordability

The companies could become the leader in the market segment by addressing which of the following needs?

• A) Unmet needs
• B) Unsought needs
• C) Basic needs
• D) Social needs

Usually brand managers may not get into a large portfolio of brands due to some reasons. Which one of the following in NOT the reason for the growth of brand portfolio?

• A) Need to have small portfolio
• B) Owing to growth
• C) Cannibalization
• D) Owing to acquisition

An apparel marketer is planning to launch an existing brand name into a new product category. Which brand development strategy is being implemented?

• A) Rebranding
• B) Brand extension
• C) Line extension
• D) Multibrand

If a company introduce same brand name for several product in different markets then company is applying which one of the following brand strategy?

• A) Rand brand strategy
• B) Line brand strategy
• C) Umbrella brand strategy
• D) Product brand strategy