Brand Management & Positioning Flashcards
6 cards from real CMA practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 Brand Management & Positioning flashcards as text
What is 'brand tracking' used for?
Answer: Measuring changes in brand awareness, perception, and sentiment over time
Brand tracking studies measure brand health metrics like awareness, perception, and sentiment at regular intervals to assess brand strategy effectiveness.
Which of the following is a key indicator of strong brand awareness?
Answer: Consumers recognizing and recalling the brand without prompting
Unaided recall, where consumers mention a brand without prompting, is a strong indicator of high brand awareness.
What is the difference between 'brand image' and 'brand identity'?
Answer: Brand identity is what consumers perceive; brand image is what the company projects
Brand identity is the set of elements a company deliberately creates and projects, while brand image is how consumers actually perceive the brand.
What is a 'brand audit'?
Answer: A comprehensive examination of a brand's current position in the market and its strengths and weaknesses
A brand audit systematically examines a brand's current market position, strengths, weaknesses, and opportunities to guide future strategy.
Which of the following best describes 'rebranding'?
Answer: Changing a brand's name, logo, or overall image to reposition it in the market
Rebranding involves changing a brand's name, visual identity, or messaging to update its image or reposition it strategically.
What role does 'brand storytelling' play in marketing?
Answer: It creates emotional connections with audiences by conveying the brand's values, purpose, and personality through narrative
Brand storytelling uses narrative to build emotional connections with audiences, making the brand more memorable and relatable.