Question

11.    Which of the following financial market methods focuses on the anticipated cost to replace the brand, factored by the probability of success?

a.)     The market value method

b.)     The replacement cost method  

c.)     The earnings method

d.)     The cash flow method

14.    ______________ always suffers when brand identity and brand image are mismatched.

a.)     Brand awareness

b.)     Brand equity  

c.)     Brand architecture

d.)     Brand migration

23.    _______________ is the new product development approach that uses basic technology to development new products.

a.)     Basic technology research

b.)     Applied technology research

c.)     Market-focused development

d.)     Perceptual mapping

1.      Which of the following is NOT mentioned in the text as a “new way” to viewing the management of brands?

a.)     Branding is a multisensory memorable experience.

b.)     Brand rationalization is common.

c.)     Brand proliferation is common.  

d.)     Global brands are becoming increasingly prominent.

Answer 1

1.    Which of the following financial market methods focuses on the anticipated cost to replace the brand, factored by the probability of success?

b.)     The replacement cost method  

2.    ______________ always suffers when brand identity and brand image are mismatched.

b.)     Brand equity  

3.    _______________ is the new product development approach that uses basic technology to development new products.

a.)     Basic technology research- it include basic research of existing technology that it can satisfy the new product development’s basic technology requirement.

4.      Which of the following is NOT mentioned in the text as a “new way” to viewing the management of brands?

b.)     Brand rationalization is common.