Elance Branding Test Answers 2015

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A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area is called?
Micro brand
Local brand
Small brand
Minute brand
Mini Brand


Registering a trademark with the U.S. Patent and Trademark Office provides what protection?
Protection of the trademark world wide.
All of these
Protection of the trademark in European countries.
Protection of the trademark in the United States and its territories.
Protection of the trademark throughout North America.


True or False: A wide variety of ephemera can typically be found at trade shows.
True
False


In branding the term "positioning" generally refers to …
Efforts to increase brand equity, thereby advancing on Interbrand's annual list of most valuable brands.
A controversial PR tactic to deflect bad publicity.
Efforts to occupy a niche in a larger market and in the target audience's perception.
Testing brand impact in certain geographical areas before rolling out changes globally.
Strategically locating stores and distribution centers in such a way as to create synergies and minimize cost.


Which of the following can NOT be considered a brand element?
A Scent
A Color
A Logo
All of these can be brand elements
A Tagline


What is the first step to developing your brand?
Determine how your brand will be positioned
Determine your marketing budget
Determine your brand's tagline
Determine your brand's visual identity
Determine your brand's advertising plan


According to Kapferer, the value of a brand is found where?
The length of time a brand has existed.
The corporate reputation within a target market.
The memory of each of the potential consumers within a target market.
In the brand name.


The experiential aspect consists of the sum of all points of contact with the brand and is known as the...
Brand name
Brand recognition
Brand function
Brand experience


When disaster strikes a company, the brand is guaranteed to decline in value.
False
True


What is brand equity?
The value of a company.
The color palette used for all brand communications.
The perception that certain brands are essentially equal.
The percentage of a group of people who recognize a brand name.
The value of a brand.


Which of the following brand mental associations does not contribute to a favorable brand image?
Unique mental associations.
Common associations.
Strong mental associations.
Favorable mental associations.


Which of the following is NOT a component of brand activation?
Advertising
Product development
All of these are a components
Customer experience
Employee engagement


Brand parity occurs when?
When the perception of the customer is that some brands are equivalent.
When two competing brands are displaced by a third competitor.
When the act of associating with a product or service becomes damaging.
When a brands visual identity is compromised.


What is the first thing you should do when creating a Brand Identity?
Develop a tagline to go with the new logo
Design multiple potential logos
Get quotes for reprinting anything that has the old brand
Conduct research
Establish the standards for use of the brand


What is brand parity?
The perception that brands are essentially the same.
Negative publicity for a brand.
The visual elements of a brand.
The estimated dollar value of the brand.
The launch of a new brand.


What is a tagline?
An advertising slogan that can be trademarked.
All of these
A phrase that expresses the heart of the company or product and differentiates it from others.
A slogan that helps to focus the emotions of the consumer.


What is the difference between a service mark and a trademark?
Like the toll-free 888 telephone extension, the service mark was created since the number of trademarks already out there was limiting the creation of more.
A trademark is for tangible items and a service mark is for intangible services.
None of these
A trademark is for use by corporations and a service mark is for use by smaller companies and individuals.
They are both interchangeable.


Brand extension by definition is?
The use of a well developed brand name in a different product category.
The leveraging of brand equity.
A byproduct of Account-based marketing.
A brand that is sold and marketed in a smaller market.


The outward expression of a brand - including its name, trademark, communications, and visual appearance is called?
Brand mediocrity
Brand recognition
Brand identity
Brand awareness


The biggest value component of a brand is
Logo
Color
Tagline
Reputation


A person's name can never be a brand name.
False
True
True in the U.S. and European Union, but not in other parts of the world.


What color represents death in America?
Yellow
Blue
Red
White
Black


A brand is....
A strapline
A promise between an organization and an individual
A logo


A term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand is what?
Brand engagement
Close stakeholder
Brand management
Employer branding


Who are the key stakeholders in a brand?
All of these
Employees
Customers
Shareholders
Competitors


What aspect of branding focuses specifically on a graphic mark or emblem to represent the business entity?
Colorway
Signage
Style Guide
Packaging
The logo.


The outward expression of a brand - including its name, trademark, communications, and visual appearance is called what?
Brand process
Sub-brand
Brand awareness
Brand identity


What is the most important characteristic of a good brand?
It should consist of no more than two words and no more than 12 letters
It is immediately recognizable
It is trendy with the current marketplace
It has no more than three colors
It should have a TM at the end of it


True or False: When creating a Brand Identity any names being used should be checked for their meaning in other languages.
True
False


Building a brand identity makes no financial sense for small companies (i.e.: less than approx. $110 million in revenue).
True
False


True or False: Brands help consumers choose between similar products and services.
False
True


A brand which is widely known in the marketplace acquires what?
Brand functionality
Brand stickiness
Brand recognition
Scalability


When should a company consider investing in a new Brand Identity?
To revitalize its brand
If it is a new company
All of these
If it has a new product
If it has merged with another company


What characteristics should be present in a tagline?
Unique
Short
All of these
Not negative
Easy to remember


Which of the following are known drivers of brand equity?
Corporate ethics.
All of these
Brand image.
Brand awareness.


In tangible terms a brand is a what?
Slogan
Jingle
Logo
Name
All of these


Acceptable use of another entity's trademark are as follows?
All of these
Parody
Nominative fair use
Comparative advertising


What are service marks used for?
To identify services—intangible activities—performed by one person for the benefit of a person or persons other than himself.
To identify your unique manufacturing processes.
To protect your product from being manufactured by another entity.
To identify and protect any computer coding and programs developed by an entity.
To identify goods—physical commodities—whether natural, manufactured or produced.


The following elements may differ from country to country, but generally speaking global brand variables include which of the following?
All of these
Product names & features
Positioning & marketing mixes
Corporate slogan & products/services


Which of the following is a touchpoint for a Brand Identity?
Business Cards
All of these
Signage
Advertising
Packaging


The best way to build a brand's value is
Social Media
Print advertising
Customer service training
All of these


What is typically NOT a motivation for brand building?
Relating to target audience
Triggering a direct response
Promoting instant recognition
Creating top-of-mind awareness
Positioning in the marketplace


What should a set of Standards for a new Brand Identity include?
Templates for business presentations.
Taglines and other required information for inclusion in any form of communication including letterheads, emails and websites.
Specific color palettes to be used for all touchpoints including logos, uniforms, interior decor, etc.
Typography guidelines including typefaces, sizes and positioning.
All of these


Which item or items below are brand touchpoints?
Employees
All of these
Newsletters
Packaging
Websites


The basic definition of branding is
The sum of all wordmarks, logos, images and pictures available for all marketing efforts.
The sum of all marketing efforts applied against an identifiable product or service
The sum of all marketing messages an audience is left with after engaging directly with an identifiable product or service
The sum of all interactions and experiences with an identifiable product or service


What is the effect of brand reputation on price increases?
A good reputation is less elastic when comparing perceived unfairness with company profit increases.
There is no effect
Brand equity will increase
Consumers believe a price increase is fair only if the firm is not increasing their profits.


An example of a global brand is?
All of these
Mastercard
Nike
Gap
Facebook


The process by which a brand's positioning is brought to life for its customers is called:
Marketing
Advertising
Customer Experience
Brand Activation
Brand-Building


The physical representation and consistent application of brand identity across visual and verbal identity carriers is known as what?
Brand implementation
Brand equity
Brand background
Brand recognition


What types of elements can a logo be made from?
Pictorial Marks
Abstract Marks
Letterform Marks
Wordmarks
All of these


What factor(s) concerning the environment in which a product is being sold are a part of the Brand Identity?
Colors of the walls, flooring and furniture.
Cleanliness of the sales area.
Lighting in the sales area.
All of these
Uniforms worn by the employees.


What is NOT an alternative name for Inbound Marketing?
Magnet Marketing
Content Marketing
Permission Marketing
Attraction Marketing


What color represents luck in much of the Eastern hemisphere?
Green
Red
Blue
Purple
White


How are employees a part of the Brand Identity?
Employees who believe in the Brand will influence others to believe in it too.
All of these
Employees interact with other consumers through social media.
Employee uniforms help create and enforce the Brand Identity in the consumer's mind.
Employees help increase the Brand Identity by word of mouth with others.


What is the Lanham act of 1946?
Legislation enacted in response to the high-profile Enron and WorldCom financial scandals to protect shareholders and the general public from accounting errors and fraudulent practices in the enterprise.
Act that covers piracy of a trademarked good or service.
Trademark infringement legislation that occurs when consumer confusion exists as to the origin of a trademark.
Act named after John Lanham of Ford Motor Corporation that protects fair trade practices.


How is ephemera important to branding?
Nothing, Ephemera is a type of jellyfish found in the Bahamas.
It puts your brand in front of others and makes them an advertisement for your brand.
Ephemera is a software program that has special tools to help you develop a brand.
Ephemera is the process of polling consumers to see how they feel about a potential brand.


Brand management was triggered by a single memo written by __________ and known as the ____________ in the branding world.
William Smith, The McElroy Memo
Neil H. McElroy, The McElroy Memo
James Gamble, The P&G memo
William Proctor, The P&G memo


Which of the following statements is false?
Brand importance differs from country to country.
Brand importance is higher in product categories where consumption is visible.
Brand importance is different for brands belonging to the same product category.
Brand importance differs for different product categories.
Brand importance is higher in product categories where new products are introduced frequently.


What are trademarks used for?
To identify and protect any computer coding and programs developed by an entity.
To identify goods—physical commodities—whether natural, manufactured or produced.
To protect your product from being manufactured by another entity.
To identify your unique manufacturing processes.
None of these


What major industry has been trying to transform itself from commodity status through branding?
Pharmaceutical
Electric utilities
Automotive
Chemical


What color represents trust and high quality in China?
Green
Black
Purple
White
Blue


In America green represents life and environmental awareness. What does it represent in China?
Life
Wealth
Prosperity
Crops
Infidelity


From a customer perspective, which of the following are not a function of the brand?
Increased convenience.
Expressing social values.
Risk reduction.
Saving search costs.


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