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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

  1. A fashion retailer's brand promise is 'effortless style for every occasion.' A customer service team consistently fails to resolve complaints quickly. This scenario best illustrates:

    Answer: A brand promise gap

    A brand promise gap occurs when the customer experience at any touchpoint fails to deliver on the brand's stated or implied promise.

  2. In IMC (Integrated Marketing Communications), the term 'synergy' refers to:

    Answer: Multiple communication channels reinforcing a unified message to amplify overall impact

    IMC synergy means that the combined effect of multiple coordinated communication channels is greater than the sum of their individual impacts.

  3. Brand salience, as defined in Keller's CBBE model, refers to:

    Answer: How easily and often consumers think of the brand in purchase or usage situations

    Brand salience is the depth and breadth of brand awareness — how readily the brand comes to mind in relevant buying or usage contexts.

  4. A CPG brand achieves 85% distribution but only 40% trial among households aware of the brand. The most appropriate marketing lever to address this is:

    Answer: Improving in-store promotion and sampling to drive first purchase

    Low trial despite high awareness and good distribution suggests a conversion barrier at the point of purchase, best addressed through in-store promotion or sampling.

  5. Which of the following is an example of a brand using 'sensory branding'?

    Answer: Creating a distinctive signature scent for retail stores

    Sensory branding engages consumers' non-visual senses (scent, sound, touch, taste) to create distinctive brand associations and enhance the customer experience.

  6. When Harley-Davidson customers get the brand's logo tattooed, this behavior best exemplifies:

    Answer: Brand fanaticism or tribal loyalty

    Extreme customer loyalty that becomes part of personal identity and community belonging is called brand tribalism or fanaticism, the deepest form of brand resonance.

  7. A brand manager calculates Share of Voice (SOV) as 35% while the brand's market share is 28%. According to the Excess Share of Voice (eSOV) theory, what is the expected outcome?

    Answer: Market share will likely grow over time

    Positive eSOV (SOV exceeding market share) is associated with market share growth, as the brand is investing more voice than its current size warrants.