CMP Brand Management and Promotion 3

Question 1

Nike partnering with Apple to create Nike+ running products is best classified as:

Accepted Answer

Co-branding

Answer

Co-branding involves two or more brands collaborating on a product or campaign, leveraging each brand's equity to create mutual value.

Question 2

A brand audit reveals that unaided brand recall is high but brand consideration is low. The most likely cause is:

Accepted Answer

Weak brand relevance or differentiation

Answer

High awareness but low consideration indicates consumers know the brand exists but don't see it as relevant or meaningfully different from alternatives.

Question 3

The 'share of wallet' metric in brand management measures:

Accepted Answer

Percentage of a customer's category spending captured by the brand

Answer

Share of wallet measures what proportion of a customer's total spending in a category goes to a specific brand, reflecting loyalty depth.

Question 4

A company repositions its brand from 'affordable family car' to 'eco-friendly urban commuter.' Which risk is most associated with this repositioning?

Accepted Answer

Losing existing loyal customers who valued the original positioning

Answer

Repositioning risks alienating the existing customer base whose purchase decisions were based on the original brand positioning.

Question 5

In the context of promotional mix, which element is most effective for building long-term brand relationships and credibility through earned media?

Accepted Answer

Public relations

Answer

Public relations generates earned media coverage and third-party endorsements that build credibility and long-term brand trust more organically than paid advertising.

(CMP) Certified Marketing Professional Practice Test

(CMP) Certified Marketing Professional Practice Test

CMP Brand Management and Promotion 3