CPRS Brand Management 3

Question 1

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

Accepted Answer

Unaided recall

Answer

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:

Accepted Answer

Reactive PR

Answer

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:

Accepted Answer

Erosion of the brand's perceived premium value

Answer

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:

Accepted Answer

Build brand equity by associating the brand with positive values

Answer

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:

Accepted Answer

Brand repositioning

Answer

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

(CPRS) Certified Public Relations Specialist Practice Test