AMA Brand Management & Positioning Flashcards
6 cards from real AMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 AMA Brand Management & Positioning flashcards as text
Which concept describes the unique space a brand occupies in the minds of target consumers relative to competitors?
Answer: Brand positioning
Brand positioning defines the distinct place a brand holds in consumers' minds compared to competing brands.
A company launches a new product under an existing well-known brand name. This strategy is called a:
Answer: Brand extension
A brand extension uses an established brand name to introduce a new product in a different or related category.
Which brand equity model measures brand value through consumer perceptions of quality, loyalty, awareness, and associations?
Answer: Aaker Model
The Aaker Model identifies brand equity as built from brand loyalty, awareness, perceived quality, and brand associations.
What is the primary purpose of a brand audit?
Answer: To evaluate the current health and sources of brand equity
A brand audit assesses the current state of the brand's equity and identifies areas for improvement or realignment.
When two established brands collaborate on a single product offering, this is known as:
Answer: Co-branding
Co-branding is a marketing strategy where two brands join together on a single product to leverage each other's equity.
Brand dilution most commonly occurs when:
Answer: A brand is extended into too many unrelated categories
Brand dilution weakens a brand's identity when it is stretched across too many unrelated product categories, confusing consumers.