NPTEL Product and Brand Management Week 9 Assignment Answers 2024

1. Which of the following is true regarding brand awareness?

Brand awareness consists of brand loyalty and brand differentiation.
Brand awareness involves brand recognition and brand recall performance.
Brand awareness is solely about the financial value of a brand.
Brand awareness focuses on product development and innovation.

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2. Which of the following best describes brand image?

The physical appearance of the brand
The sales revenue generated by the brand
Perception of a brand in the minds of persons.
The legal protection of the brand name

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3. Which of the following is an example of a brand that consumers may value for its symbolic benefits?

A generic grocery brand
An affordable, no-name clothing line
Brands like PUMA, ADIDAS, MONTE CARLO
A local hardware store

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4. Which of the following is an example of competitive framing?

Apple defining the value proposition of its Mac computers relative to their competitors
BMW positioning itself as “The ultimate driving machine”
Walmart’s focus on everyday low prices with “Save money live better”
Procter & Gamble positioning Gillette Fusion as superior to Gillette Mach3

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5. A ……………. is a particular portion of the total population which is identified by the marketer or retailer to be the most likely to purchase its products or services.

Target market
Market segment
Niche market
Consumer base

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6. What are Points of Parity (POPs) in brand positioning?

Associations that are unique to the brand and differentiate it from competitors
Associations that are exclusive to the brand and cannot be found in other brands
Associations that are not necessarily unique to the brand and may be shared with other brands
Associations that are specific to the brand’s origin or heritage