Brand Management & Positioning Flashcards
7 cards from real PCM practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Brand Management & Positioning flashcards as text
Which of the following best describes 'brand salience' in Keller's CBBE model?
Answer: How often and easily consumers think of the brand in relevant purchase situations
Brand salience is the breadth and depth of brand awareness—whether consumers recall the brand in the right situations at the right times.
A manufacturer of athletic shoes partners with a luxury fashion house to release a limited-edition sneaker. Both brand names appear prominently on the product. This is:
Answer: Co-branding
Co-branding involves two established brands jointly marketing a product to leverage both brands' equity and reach new consumer segments.
The 'brand image' is best defined as:
Answer: The set of perceptions and associations consumers hold about a brand
Brand image is the totality of consumer perceptions—functional, symbolic, and experiential—formed through all brand touchpoints.
A company with a strong parent brand uses the parent name for all its products (e.g., FedEx Express, FedEx Ground). This structure is called:
Answer: Branded house strategy
A branded house uses one master brand across all offerings, maximizing brand clarity and leveraging equity across the portfolio.
Which metric measures the percentage of consumers who, when asked to name a brand in a category, mention a specific brand first?
Answer: Top-of-mind awareness
Top-of-mind awareness measures which brand is mentioned first when consumers are asked to name brands in a category, indicating the strongest mental presence.
What is the primary purpose of a brand audit?
Answer: To comprehensively assess brand health, sources of equity, and alignment with consumer perceptions
A brand audit examines all internal and external brand elements to assess current equity, identify strengths and gaps, and inform strategy.
When a brand extends into a new category that fits well with its core associations, brand equity transfer is most likely because of:
Answer: Perceived fit between the parent brand's image and the new product
Perceived fit is the key driver of successful brand extension—consumers must believe the parent brand's associations are relevant and credible in the new category.