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
A brand manager is deciding whether to use a 'monolithic' brand strategy. Which scenario best justifies this approach?
Answer: The parent company has strong equity and all products benefit from association with it
A monolithic (branded house) strategy works best when the master brand has strong equity that can transfer benefit to all products under its umbrella.
In promotional strategy, 'push' tactics are primarily directed at:
Answer: Channel intermediaries like retailers and distributors
Push strategy uses trade promotions, incentives, and sales force efforts to motivate channel partners to stock, promote, and sell the product to end consumers.
A brand's Net Promoter Score (NPS) drops from +42 to +18 after a product recall. The most immediate brand management action should be:
Answer: Launch a brand crisis communication plan to address consumer concerns transparently
A product recall causing NPS decline requires immediate, transparent crisis communication to acknowledge the issue, demonstrate accountability, and protect brand trust.
Which of the following best describes 'brand parity'?
Answer: When consumers perceive competing brands as essentially equivalent with no meaningful differences
Brand parity occurs when consumers see no meaningful differentiation between competing brands, making purchase decisions largely based on price or availability.
A brand uses point-of-purchase displays, end-cap placements, and in-store demonstrations. These are all examples of which promotional element?
Answer: Sales promotion
In-store displays, end-caps, and demonstrations are sales promotion tactics designed to stimulate immediate purchase at or near the point of sale.
A brand manager uses the 'Jobs-to-be-Done' (JTBD) framework when developing brand positioning. The primary focus of this framework is:
Answer: The functional and emotional progress the customer is trying to make in a specific situation
JTBD framework focuses on understanding what outcome or progress a customer is trying to achieve in a given circumstance, guiding more relevant brand positioning.
Which brand strategy approach did Virgin Group use when entering industries as diverse as airlines, music, and banking under one brand name?
Answer: Branded house
Virgin Group uses a branded house strategy, applying the master 'Virgin' brand across all business ventures to leverage the brand's personality and equity.