NPTEL Brand Management Week 5 Assignment Answers 2024
1. What is the role of brand consistency in customer loyalty?
- It has no impact on customer loyalty.
- It strengthens customer loyalty by creating familiarity and trust.
- It confuses customers and leads to decreased loyalty.
- It only matters for new customers, not existing ones.
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2. Brand ambassadors are:
- Celebrities or influencers who endorse a brand and promote its products or services
- Employees who work in the brand management department
- Customers who are loyal to a brand and recommend it to others
- Advertising agencies hired by a brand to create promotional campaigns
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3. When two brand names from different companies use the name of the same product, this branding strategy is called ________________.
- Umbrella branding
- Store branding
- Mega branding
- Co-branding
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4. ______________ occurs when a customer feels that the company is delivering the product as its brand had promised.
- Brand dilution
- Brand extension
- Brand bonding
- None of the above
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5. If a consumer does not wish to associate themselves with the brand or its products, this phenomenon is called ______________.
- Brand portfolio
- Brand dilution
- Brand bonding
- Brand awareness
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6. A company specialized in eco-friendly and sustainable home products wanted to target a specific market segment. How could the company effectively utilize niche marketing in this scenario?
- Running generic television commercials during prime time.
- Launching a website with a wide range of products for all
- Creating specialized products made from recycled materials and marketing them to environmentally conscious consumers.
- Distributing flyers at random events in the city.
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7. Name the branding practice wherein several related products with the same brand name are advertised using the same advertisement.
- Umbrella Branding
- Ingredient Branding
- Salience Branding
- Co-Branding
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8. A unique symbol that is part of a brand is referred to as
- Brand name
- Brand mark
- Logo
- Patent
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9. Brand management continuum begins with product and ends with_______
- Brand representing its product category
- Strong brand
- Successful brand
- Distinctive brand
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10. Externalization of Kapferer’s brand identity prism does not correspond to
- Brand Physique
- Brand’s colour, jingle, packaging
- Brand’s relationship with consumers
- Brand’s value system
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