CBM CBM Brand Architecture & Portfolio Management

Question 1

Which brand architecture model uses a single master brand to endorse all products (e.g., GE, FedEx)?

Accepted Answer

Branded house

Answer

House of brands

Answer

Hybrid architecture

Answer

Sub-brand model

Question 2

In a 'house of brands' architecture, the parent company's name is typically:

Accepted Answer

Hidden or minimized from consumers

Answer

Displayed prominently on all products

Answer

Used as the primary sub-brand

Answer

Required on packaging by law

Question 3

Brand portfolio cannibalization occurs when:

Accepted Answer

Two brands in the same portfolio compete for the same customer segment

Answer

A brand extends into an unrelated category

Answer

A sub-brand outperforms the master brand

Answer

A competitor copies the brand's positioning

Question 4

A 'flanker brand' is launched primarily to:

Accepted Answer

Protect the core brand from price competition

Answer

Enter a premium market tier

Answer

Replace an aging brand

Answer

Extend into international markets

Question 5

Which portfolio role describes a brand that generates the highest revenue and supports other brands financially?

Accepted Answer

Cash cow / strategic pillar

Answer

Fighter brand

Answer

Entry-level brand

Answer

Prestige brand

Question 6

Brand rationalization in portfolio management means:

Accepted Answer

Eliminating underperforming or redundant brands

Answer

Adding new brands to fill segment gaps

Answer

Renaming brands for consistency

Answer

Increasing marketing spend on weak brands