Brand Management Flashcards

Which measurement approach tracks how spontaneously consumers mention a brand when asked to name companies in a category?

Answer: Unaided recall

Unaided recall measures how often consumers mention a brand without any prompts, reflecting top-of-mind brand awareness.

A PR strategy that intentionally links a brand to a competitor's negative story is known as:

Answer: Reactive PR

Reactive PR involves responding quickly to external events—including competitors' missteps—to reposition or strengthen a brand.

The primary risk of frequent brand promotions and discounts is:

Answer: Erosion of the brand's perceived premium value

Over-reliance on discounts trains consumers to wait for sales, undermining the brand's premium positioning and perceived quality.

When a PR professional develops messaging that ties the brand to a broadly admired social cause, the primary strategic goal is usually to:

Answer: Build brand equity by associating the brand with positive values

Cause-related PR builds brand equity by attaching positive social values to the brand, strengthening consumer trust and affinity.

A company rebrands by changing its name, logo, and messaging after a significant corporate crisis. This is primarily an example of:

Answer: Brand repositioning

Brand repositioning involves deliberately changing the target market's perception of a brand, often after a crisis damages its image.

Which term describes the premium price consumers are willing to pay for a brand-name product over a generic equivalent?

Answer: Brand premium

Brand premium is the additional amount consumers pay for a branded product compared to an unbranded or generic alternative.

An organization's internal employees acting as advocates who authentically promote brand values are called:

Answer: Brand ambassadors

Brand ambassadors—whether internal staff or external partners—authentically represent and promote the brand's values and image.