2. The set of all brand lines that a particular seller makes
available to buyers is known as:
a. Product line
b. Product Mix
c. Brand Mix
d. Brand hierarchy
3. Means of summarizing the branding strategy by displaying the number and
nature of common and distinctive brand elements across the firms products,
revealing the explicit ordering of brand elements is:
a. Brand portfolio
b. Brand equity
c. Brand mix
d. Brand hierarchy
4. Brands are important to consumers as it
a. Identifies of the source or maker of the product
b. Is an assignment of responsibility to the manufacturer
c. Is a promise, bond, or pact with product maker
d. All of the above
5. Having fun and interesting brand elements that use rich visual and
verbal imagery is a criteria known as:
a. Memorability
b. Meaningfulness
c. Likeability
d. Adaptability
6. Which of the following statements about Packaging is true?
a. Packaging can influence taste
b. Packaging can influence how a person uses a product
c. Packaging can influence consumption
d. All of the above
7. Any type of public sponsorship of events or activities such as sports,
arts, entertainment or social causes are known as:
a. Event marketing
b. Public relations
c. Corporate social responsibility
d. Advertising
