An organisation's values, behaviours and attitudes are known as its _____________

	a.	Vision
	b.	Assumptions
	c.	Artefacts
	d.	Culture
	e.	Image

Which of the following is not one of Keller's (2003) criteria for choosing brand elements?

	a.	Meaningfulness
	b.	Memorability
	c.	Consistency
	d.	Adaptability
	e.	Likeability

Brand artefacts can provide signals of organisational culture. These include:

	a.	Slogans
	b.	Mission statements
	c.	Uniforms
	d.	All of the above
	e.	None of the above are symbols of brand artefacts

According to Landor's brand name taxonomy, Apple would be classified as:

	a.	Descriptive
	b.	Suggestive
	c.	Arbitrary
	d.	Fanciful
	e.	Innovative

Which of the following is not considered to be a primary function(s) of brands:

	a.	Cost-effectiveness
	b.	Reassurance
	c.	Navigation
	d.	Both a) and b)
	e.	Both b) and c)

Points of parity are:

	a.	Associations shared with competing brands
	b.	Associations which identify the brand as being unique
	c.	Not useful for competition as they do not distinguish the brand
	d.	The benefits all customers of the brand will perceive equally
	e.	Positions of distinction