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

A branded house leverages one master brand across all offerings to maximize brand equity transfer.

Question 2

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

Accepted Answer

Hidden or minimized from consumers

Answer

In a house of brands (e.g., P&G), individual brands stand alone and the parent is largely invisible to end consumers.

Question 3

Brand portfolio cannibalization occurs when:

Accepted Answer

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

Answer

Cannibalization happens when portfolio brands target overlapping segments, reducing overall net sales.

Question 4

A 'flanker brand' is launched primarily to:

Accepted Answer

Protect the core brand from price competition

Answer

Flanker brands are positioned at different price points to defend market share without diluting the flagship brand.

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

The strategic pillar or cash cow brand delivers core volume and margin that funds investment in other portfolio brands.

(CBM) Certified Brand Manager Practice Test