CPRS Brand Management 3 — Questions and Answers
Question 1: Which measurement approach tracks how spontaneously consumers mention a brand when asked to name companies in a category?
- Aided recall
- Unaided recall (Correct answer)
- Purchase intent
- Net Promoter Score
Correct answer: Unaided recall
Unaided recall measures how often consumers mention a brand without any prompts, reflecting top-of-mind brand awareness.
Question 2: A PR strategy that intentionally links a brand to a competitor's negative story is known as:
- Ambush marketing
- Reactive PR (Correct answer)
- Newsjacking
- Comparative advertising
Correct answer: Reactive PR
Reactive PR involves responding quickly to external events—including competitors' missteps—to reposition or strengthen a brand.
Question 3: The primary risk of frequent brand promotions and discounts is:
- Increased brand awareness among new segments
- Erosion of the brand's perceived premium value (Correct answer)
- Stronger retailer relationships
- Greater customer lifetime value
Correct 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.
Question 4: When a PR professional develops messaging that ties the brand to a broadly admired social cause, the primary strategic goal is usually to:
- Reduce production costs by attracting nonprofit partnerships
- Build brand equity by associating the brand with positive values (Correct answer)
- Comply with federal cause-marketing disclosure requirements
- Replace traditional advertising with earned media entirely
Correct 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.
Question 5: A company rebrands by changing its name, logo, and messaging after a significant corporate crisis. This is primarily an example of:
- Brand extension
- Brand revitalization
- Brand repositioning (Correct answer)
- Brand co-creation
Correct answer: Brand repositioning
Brand repositioning involves deliberately changing the target market's perception of a brand, often after a crisis damages its image.
Question 6: Which term describes the premium price consumers are willing to pay for a brand-name product over a generic equivalent?
- Price elasticity
- Brand premium (Correct answer)
- Value proposition
- Cost-plus pricing
Correct answer: Brand premium
Brand premium is the additional amount consumers pay for a branded product compared to an unbranded or generic alternative.
Question 7: An organization's internal employees acting as advocates who authentically promote brand values are called:
- Influencers
- Brand ambassadors (Correct answer)
- Brand stewards
- Key opinion leaders
Correct answer: Brand ambassadors
Brand ambassadors—whether internal staff or external partners—authentically represent and promote the brand's values and image.
CPRS Brand Management 3
Which measurement approach tracks how spontaneously consumers mention a brand when asked to name companies in a category?