CMA CMA Brand Management & Positioning 2 — Questions and Answers
Question 1: What does a 'brand audit' evaluate?
- The current health, sources of equity, and market position of a brand (Correct answer)
- A brand's legal trademark registrations and IP portfolio
- The financial return on brand advertising spend
- A brand's social media follower growth over time
Correct answer: The current health, sources of equity, and market position of a brand
A brand audit is a comprehensive examination of a brand's current position in the marketplace, including customer perceptions, internal brand identity, and sources of brand equity.
Question 2: Co-branding is a strategy where:
- Two established brands combine to create a product or promotion that leverages both brand equities (Correct answer)
- A company buys a competitor's brand and merges it into their own
- A brand licenses its name to foreign manufacturers
- Two companies share the same advertising budget
Correct answer: Two established brands combine to create a product or promotion that leverages both brand equities
Co-branding combines two distinct brands in a single product or promotion, with each brand contributing its equity and credibility to appeal to both brands' audiences.
Question 3: The 'brand identity prism' model by Jean-Noël Kapferer includes which six facets?
- Physique, Personality, Culture, Relationship, Reflection, Self-image (Correct answer)
- Awareness, Loyalty, Quality, Associations, Value, Trust
- Product, Price, Promotion, Place, People, Process
- Vision, Mission, Values, Positioning, Promise, Personality
Correct answer: Physique, Personality, Culture, Relationship, Reflection, Self-image
Kapferer's Brand Identity Prism defines brand identity through six dimensions: Physique, Personality, Culture, Relationship, Reflection (how customers see themselves), and Self-image (how customers see themselves internally).
Question 4: What is 'brand dilution,' and when does it typically occur?
- A weakening of brand equity when the brand is extended too broadly or associated with low-quality products (Correct answer)
- A reduction in brand advertising budget due to financial constraints
- A legal term for trademark infringement by a competitor
- A decrease in brand awareness due to poor social media engagement
Correct answer: A weakening of brand equity when the brand is extended too broadly or associated with low-quality products
Brand dilution occurs when a brand is overextended into unrelated categories or associated with inferior products, weakening the brand's core identity and consumer perceptions.
Question 5: A brand's 'unique selling proposition' (USP) is best described as:
- The single most compelling reason a customer should choose the brand over all competitors (Correct answer)
- A legal claim about product superiority filed with regulators
- The lowest price offered in a market segment
- The broadest product selection available in a category
Correct answer: The single most compelling reason a customer should choose the brand over all competitors
A USP articulates the unique benefit that makes a brand or product distinctly better than alternatives, giving consumers a clear, compelling reason to choose it.
Question 6: Which measurement approach asks customers if they can identify a brand when given a product category cue?
- Brand Recall (Correct answer)
- Brand Recognition
- Brand Preference
- Brand Salience
Correct answer: Brand Recall
Brand recall measures unaided memory—whether consumers can name a brand when given only the product category as a cue—without being shown brand names or logos.
CMA CMA Brand Management & Positioning 2
What does a 'brand audit' evaluate?