1. Some brands are closely associated with colors.
a. True
b. False
2. Which is not a quality associated with the brand name under the company’s control?
a. product shape
b. customer feedback
c. packaging
d. logo
3. Companies build associations to their brands through _____.
a. classical conditioning
b. operant conditioning
c. learning
d. behavioral studies
5. Which of the following brand names lacks an inherent meaning?
a. Coca-Cola
b. Nike
c. Trump Towers
d. Geek Squad
6. Which is not true about firms and brands named after the founder?
a. They tend to have no inherent meaning.
b. They show little creativity in marketing.
c. Customers can easily identify the name and products.
d. They serve primarily as an ego trip for the founders.
7. ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should not ______.
a. engage the customer verbally
b. bring certain connotations to mind
c. engage the customer sensually
d. disregard cultural meanings