Brand Management and Promotion Flashcards
7 cards from real CMP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Brand Management and Promotion flashcards as text
Nike partnering with Apple to create Nike+ running products is best classified as:
Answer: Co-branding
Co-branding involves two or more brands collaborating on a product or campaign, leveraging each brand's equity to create mutual value.
A brand audit reveals that unaided brand recall is high but brand consideration is low. The most likely cause is:
Answer: Weak brand relevance or differentiation
High awareness but low consideration indicates consumers know the brand exists but don't see it as relevant or meaningfully different from alternatives.
The 'share of wallet' metric in brand management measures:
Answer: Percentage of a customer's category spending captured by the brand
Share of wallet measures what proportion of a customer's total spending in a category goes to a specific brand, reflecting loyalty depth.
A company repositions its brand from 'affordable family car' to 'eco-friendly urban commuter.' Which risk is most associated with this repositioning?
Answer: Losing existing loyal customers who valued the original positioning
Repositioning risks alienating the existing customer base whose purchase decisions were based on the original brand positioning.
In the context of promotional mix, which element is most effective for building long-term brand relationships and credibility through earned media?
Answer: Public relations
Public relations generates earned media coverage and third-party endorsements that build credibility and long-term brand trust more organically than paid advertising.
A brand manager calculates that the brand's price premium over the category average is 22%. This metric is most directly related to which concept?
Answer: Brand equity
The ability to command a price premium over generic or competitor alternatives is a direct financial manifestation of brand equity.
Which brand architecture model uses a single master brand to endorse all products while allowing each product to retain its own identity (e.g., Marriott's portfolio)?
Answer: Endorsed brand architecture
The endorsed brand architecture allows individual product brands to maintain distinct identities while visibly connecting to a credible parent or master brand.