CPRS Brand Management 4

Question 1

In brand management, 'share of voice' measures:

Accepted Answer

The percentage of total advertising spend a brand controls in its category

Answer

Share of voice measures a brand's proportion of total advertising or media presence relative to all competitors in its category.

Question 2

A PR team is conducting a 'perception gap analysis.' What are they comparing?

Accepted Answer

The brand's intended identity versus how external audiences actually perceive it

Answer

A perception gap analysis identifies the difference between the brand's intended positioning and how stakeholders actually perceive it.

Question 3

Which of the following is an example of vertical brand extension?

Accepted Answer

A luxury hotel brand introducing a budget hotel line

Answer

Vertical brand extension moves a brand up or down a price/quality tier, such as launching a budget or premium sub-brand.

Question 4

What does 'brand salience' measure in the context of consumer decision-making?

Accepted Answer

How readily and appropriately a brand comes to mind in relevant buying situations

Answer

Brand salience measures how easily and correctly a brand is recalled when consumers are in a purchasing situation.

Question 5

A PR professional recommending a 'branded content' strategy is proposing that the organization:

Accepted Answer

Create and distribute content that provides value to audiences while subtly reinforcing brand identity

Answer

Branded content provides genuine value to audiences—through entertainment or information—while naturally embedding brand identity.

(CPRS) Certified Public Relations Specialist Practice Test