choose one correct answer for each question

1. Chicken Grill House and Bashews cool drinks are businesses in Bellville, Cape Town. They entered into an agreement for Braai House to include in their menu a grilled chicken with rolls and a can of Bashews cool drink at a special price. Name the above brand alliance

Group of answer choices

Co-branding

Product bundling

Brand extension

Concept extension

2. ________ introduces new innovative aspects to mainstream information channels as the lives of the consumers become busier at varying degrees but still require information.

Group of answer choices

Social Media

Technology

TV shows

Communication

3. Nito is a fishery business in Khayelitsha that plans to offer customers grilled chicken as an alternative. Name the hazard related to the above extension strategy.

Group of answer choices

Cannibalism between products

Dilution of core brand concept

Vulnerability of failure

No transfer of association

4. Lizos Bakery is in Soweto, South Africa. It specialises in baking and supplying bread for the Soweto community. Lizos bakery has a staff consisting of four employees. They strongly believe that the bakery is capable of fulfilling its promise of delivering fresh bread everyday despite its small staff complement versus the high demand. Name the criteria illustrated above.

Group of answer choices

Brand influence

Brand Credibility

Brand delivery

Brand preference

5. Cindy owns a successful restaurant that specialises in African cuisine. Cindys restaurant hires, trains, and motivates employees to provide quality service to the customers. Name the marketing approach applied by Cindys restaurant.

Group of answer choices

Internal marketing

External marketing

Social media marketing,

Marketing campaign

6. Google LLC the American multinational technology company has been known as company that takes good care of its employees by providing them with a healthy working environment. This ultimately makes the employees at Google feel valued. Identify the element of internal marketing used by Google.

Group of answer choices

Encourage employees to believe in the brand

Strengthening employee communication

Viewing employees as internal customers

Investing in employee growth

7. ________ is one traditional communication media that customers are constantly turning away from, in preference of modern faster methods of accessing information.

Group of answer choices

Newspaper

Blogs

Facebook charts

E-mail

8. Lilo hair and beauty salon constantly promotes the service offered to its target audience. The salon sends out special packages weekly to its customers. They also persuade and remind customers to visit their salon weekly to maintain tidy hair.

The above scenario reflects ________by Lilo hair and beauty salon.

Group of answer choices

Marketing Channels

Brand communication

Brand contact planning

Marketing communication

9. ________ plays an important role in building and maintaining stakeholder relationships in terms of brand equity.

Group of answer choices

Marketing Communication

Social Media Marketing

Integrated Marketing Communication

External Marketing Communication

10. The marketing communication mix consists of a selection of marketing communication options or elements namely ________.

Group of answer choices

Sales promotion, direct response marketing public relations and publicity, personal selling, sponsorships, and branding

Advertising, sales promotion, direct response marketing, public relations and publicity, personal selling, and sponsorship.

Distribution, sales promotion, public relations and publicity, personal selling, and sponsorship.

Public relations and publicity, advertising direct response marketing, public relations and public relations and publicity, personal selling and sponsorship, and pricing.

11. Pick n Pay is a leading retail businesses in fast-moving consumer goods (FMCG). In 2022 the business launched a new brand name; changing its middle market stores to Pick n Pay QualiSave.

Which condition likely led to their above name change?

Group of answer choices

An outdated name

Changing brand perceptions

Legal necessities

International language considerations

12. Vaseline has extended various products under its brand names such as Vaseline body lotions for men and Vaseline for women, lip care range, and Vaseline Petroleum Jelly. Name the line extension explained by the scenario.

Group of answer choices

Horizontal line extensions

Family brand names

Vertical line extensions

Multi-brand extension

13. Mr. Price is a well-known clothing brand in South Africa. The brand successfully introduced Mr. Price Home and Mr. Price Sport under its brand name. Name the form of brand extension illustrated above:

Group of answer choices

Vertical brand extension

Line brand extension

Reciprocity brand extension

Horizontal brand extension

14. You are a newly appointed brand manager at the Lion Match Company which produces Lion safety matches, Lion firelighters and Lion polish. Provide reasons for the importance of introducing new products through brand extension from the following options.

Group of answer choices

Capitalising on the already known brand name, minimising market costs, build high visibility in the market, and easier access to distribution.

Gaining a greater market share, minimise costs, build high visibility in the market, and easier access to distribution.

Capitalise on an already known brand name, minimising market costs, build high visibility, and growing a new brand.

Introducing multiple brands, minimising market share costs, building high visibility in the market, and easier access to distribution

15. An existing brand name is used to market a new product in the same category class, which can be oriented toward a new market segment or be directed at a current target market presenting minor modifications.

Name the above extension strategy:

Group of answer choices

Line extension

Brand extension

Concept extension

Co-branding

16. Woolworths is a well-known clothing brand that ventured into food, dcor, furniture and launched a Woolworths restaurant or Caf where customers enjoy healthy meals. What type of brand extension strategy is illustrated above?

Group of answer choices

Concept extensions

Brand extensions

Horizontal brand extensions

Vertical brand extensions

17. ________ is the practice of marketing two or more products or services in a single package for a special price.

Group of answer choices

Co-branding

Product bundling

Concept extension

Sequential brand extension

18. ________ refers to the brand developing way of identifying and differentiating its specific product or service from competitors, which in turn offers a guarantee of consistency to customers. The organisation recognises that the brand is central to building customer loyalty.

Group of answer choices

Shared brand positioning

Brand value adding

Brand symbolism

Brand functionality

19. ________ occurs when there is a lack of transfer of valuable association from a flagship brand to the extended brand, specifically if the consumers are of the opinion that the brand proposition is not relevant to the extended product.

Group of answer choices

Overconfidence in the success of the extension

Dilution of two core brand concepts

No transfer of association

Lack of positioning flexibility

20. ________ is a short term for weblogs. They are often combined with podcasts digital audio or video that can be streamed or downloaded to portable devices.

Group of answer choices

Social networks

Content communities

Blogs

Forums

21. Nivea has recently launched a luminous 630 product range and its been successful in different parts of the world. Management of Nivea may likely be overconfident in the new product range and may disinvest in marketing efforts. Name the hazard related to the above extension strategy.

Group of answer choices

Cannibalism between products

Overconfidence in the success of the extension

Negative feedback

Lack of positioning flexibility

22. ________ involves adding new brands on the high or low end of a product line based on a price-quality continuum,

Group of answer choices

New brand strategy

Brand extension strategy

Flanker brand strategy

Line extension strategy

23. The Coca-Cola company has primary brands namely Fanta, Stoney, Sprite and many others. The mentioned brands however, have images that are not commonly associated with Cola-Cola itself.

Identify the above strategy.

Group of answer choices

Endorsement strategy

Multi-brand strategy

Extension strategy

Fighting brand strategy

24. Organisations use an endorsement strategy for the following three (3) reasons:

Group of answer choices

To stimulate acceptance, sales, and clarify organisations scope.

To enter new geographical areas and increase brand equity.

Increase prices and strengthen profitability.

Communicate with consumers and dominate the market.

25. Virgin group founded by Richard Branson is the main brand that is used to represent several products or categories: namely Virgin Hotels, Virgin Active, and Virgin Money. Which brand strategy is illustrated above?

Group of answer choices

Umbrella brand strategy

Master Brand strategy

Branded differentiators strategy

Sub-brand strategy

26. ________ occurs when a brand is used adjacent to an existing brand.

Group of answer choices

Descriptors

Master brand

Driver role

Sub-brand

27. ________in part serves the function of creating a more optimal allocation of brand building and brand management resources.

Group of answer choices

Portfolio roles

Endorsement strategies

Brand development

Brand portfolio

28. Dolce & Gabbana (D&G) is an Italian brand that specialises in high-end luxury handbags and accessories. D&G targets a niche target market that can afford the higher prices forthe items they sell.

Which portfolio role is described above?

Group of answer choices

Brand portfolio

Fighter brands

Prestige brands

Bastion brands

29. ______________________ generates significant sales and profit for the business, it is therefore excludes as a candidate for a cash cow status.

Group of answer choices

Current power brand

Future power brand

Silver bullet brand

Branded energizer

30. ____________________ is a brand that does not require significant investment compared to other brands. Its role is to generate on-going, reliable revenue for a business which in turn brings in income and resources for other brands for their future growth.

Group of answer choices

Flanker brand

Silver bullet brand

Cash cow

Branded energizer

31. __________ are the patterns of brand visuals representations across brands and brand contexts.

Group of answer choices

Portfolio graphics

Portfolio strategy

Brand portfolio structure

Brand portfolio role

32. A well-conceived brand portfolio strategy contributes in __________

Group of answer choices

Making sure that each brand is assigned a role in which it can succeed

Growing market share

Protection of the business

Ensuring that stakeholders are pleased with the business.

33. __________ should be used to reduce confusion and achieve clarity among product offerings, not only for customers but also for employees and partners, such as retailers, advertising agencies, and in-store display organisations.

Group of answer choices

Portfolio goal

Brand portfolio

Brand management

Brand extension

34. When building brand portfolio it is imperative to determine which brand is most profitable and has the most potential to succeed. There are three strategies that are used to build a brand portfolio. These are:

Group of answer choices

Brand development, brand acquisition, and brand alliance

Brand scope, brand acquisition, and brand alliance

Brand acquisition, brand extension, and brand alliance

Brand functionality, brand extension, and development

35. Brand alliance occurs when an organisation adopts a brand from another organisation. The brand from another organisation can be adopted based on the agreement between the two organisations.

Identify below an example of the above description.

Group of answer choices

Line extensions

Brand extensions

Concept extensions

Co-branding

36. Within an organization or portfolio of brands, termination of a weak performing brands can help reduce the complexity of organisations marketing efforts and counter the decreasing efficiency and effectiveness of traditional media and distribution channels.

Identify the selection that best describes the options to deal with weaker or fading brands brands.

(i) Retrenching fading brand, (ii) Eliminating marketing support as far as possible (iii) Consolidating a fading brand into a strong brand (iv) Strengthen the brand by adding value

Group of answer choices

(i), (ii), and (iii)

(i), (ii), and (iv)

(ii), (iii), and (v)

(iii), (v), and (iv)

37. Quick n Dry is a carpet cleaning business located in Braamfontein (Johannesburg). The business has been operating for the past seven years and Jason the owner realises that the brand is facing numerous competitors as there is a growth of similar businesses in the vicinity. Competition is an expected co-occurrence in any business and Jason needs to strengthen the brand to survive competition. Select a brand icon associated with a product or service and another physical sense which can be used to strengthen Jasons brand.

Group of answer choices

Visual icons

Sounds icons

Touch icons

Smell icons

38. Building trust is about honesty, integrity, and fairness. The banking system has the important task of building trust with their target audience.Identify the five (5) trust disciplines to help employees implement what it takes to build customer trust.

Group of answer choices

Be great, intend good, talk straight, keep promises and listen

Be great, create false advertisement, intend good, avoid questions and be deceitful

Intend good, intimidate customers, avoid questions, dishonesty and keep promises

Intend good, be supportive, show kindness, overcharge customers and create false advertisement

39. According to Porter (1985:158-159), the ability to sustain differentiation depends on the brand's continued perceived value and the lack of imitation by competitors. Differentiation will be more sustainable under which of the following conditions?

(i)The firms' source of uniqueness involves barriers, (ii) The firm has a cost advantage in differentiating, (iii) The sources of differentiating can easily be attacked by competitors, (iv) A firm creates switching costs at the same time it differentiates, if the differentiation creates lower costs, (v) A firm can increase prices while differentiating, and (vi) The firm can differentiate by employing skilled workers.

Select a relevant option from below:

Group of answer choices

(i), (ii), (iii) and (iv)

(i), (ii), (iii) and (v)

(ii), (iii), (iv) and (v)

(iii), (iv), (v) and (vi)

40. PEP stores is one of the successful retail brands in the South Africa. It was initiated with the vision of selling essential goods at lower prices than competitors in the same market. From the following options identify the competitor strategy used by PEP

Group of answer choices

Cost leadership

Differentiating

Focus strategy.

Cost focus Strategy

41. Audi has developed an Audi Q4 e-tron, an electric vehicle that produces zero direct CO2 emissions when driving and relies exclusively on green electricity. What are the possible reasons for Audi to be part of a green business practice?

(i) Positive green credentials can shield the marketer fallout, (ii) For the long-term become essential for the brand to survive the mainstream (iii) There is a growing global skepticism due to global warming, pollution, health scares corruption and son, (iv) Green products are reaching new markets, (v) To manipulate the target audience to buy their products (vi) To maximise profitability by selling the green brands at higher prices

Choose a relevant option from below:

Group of answer choices

(ii), (iii), (iv), and (v)

(i), (ii), (iii), and (iv)

(i), (iii), (iv), and (v)

(iii), (iv), (v), and (vi)

42. In consumer markets, marketers engage in ___________________ through supermarkets' loyalty cards, frequent flyer programs, and other loyalty schemes and service plans.

Group of answer choices

Relationship management

Relationship marketing

Consumer care

Competitive marketers

43. Organisations may often end up with an orphan brand which was initially developed in an effort to gain market share or discourage competitors from competing. Which set of factors could lead to the brand being discontinued?

(i) When the brand has lost its equity and respect, (ii) When brand awareness has declined, (iii) When brand decline comes from management, (iv) When the manufacturer starts losing interest in the brand (v) The brand has the potential to grow, (vi) Customers demand the brand and are talking positively about it.

Select an appropriate option from the following:

Group of answer choices

(i), (ii), (iii), and (iv)

(ii), (iii), (iv) and (v)

(i), (ii), (iii) and (v)

(iii), (iv), (v), and (vi)

44. ____________________ is the visual representation of a brand and a powerful tool for

building brand equity through recognition and consistency.

Group of answer choices

Brand architecture

Brand design

Brand iconography

Brand positioning

45. Johns Bakery is located in various parts of the Cape Flats, which includes Netreg. Part of the bakerys marketing tools included buying a football kit with the bakerys name embroidered on it and handing it to the Netregs football team. Name the marketing tool used by Johns Bakery:

Group of answer choices

Sponsorship

Donation

Community upliftment

Charity

46. Burger King entered the SA market in 2013 and became a direct competitor of McDonald's. You are a Brand Manager at McDonalds, which actions from the selection below are you most likely to take to outsmart a strong competitor such as Burger King?

(i) Provide actions regarding the product (ii) The pricing of products, (iii) The relationship with various stakeholders, (iv) Invest in innovation (v) Wait for a competitor to implement something new and then react and (vi) Underestimate competitors actions

Group of answer choices

(iii), (iv), (v) and (vi)

(i), (ii), (iii) and (iv)

(ii), (iii), (iv) and (v)

(i), (iv), (v), and (vi)

47. The brand Daddy is the brand custodian and the voice for brand synergy across all aspects. Identify the challenges affecting marketing forced by CBOs as they build brands.

(i) Economic Turmoil (ii) Matured markets, (iii) Sophisticated competitors, (iv) Knowledgeable consumers, (v) Me-too brands, (vi) Consumer willingness to purchase brands Profitability brands

Select an answer from the following options:

Group of answer choices

(i), (ii), (iii), and (iv)

(ii), (iii), (iv), and (v)

(iii), (iv), (v), and (vi)

(i), (ii), (v), and (vi)

48. Little Hill Montessori provides children with authentic Montessori type of schooling. They ensure that their facilities are well managed and have a unique clean smell that makes parents trust they have high hygiene standards. Which brand icon is used by Little Hill Montessori?.

Group of answer choices

Visual icons

Taste icons

Touch icons

Smell icons

49. Woolworths commits to phasing out the use of plastic which is aligned with their zero- packaging waste-to-landfill vision. Their stores are becoming plastic shopping bag free. The above scenario shows that Woolworths is

Group of answer choices

Environmental responsible

Attracting more customers

Investing in customer service

Uplifting communities

50. DSTV is the title sponsor of the Premier Soccer League (PSL), which is the most dominant soccer league in the country. Select from below the reasons for the DSTV brand manager to invest in PSL sponsorship

(i) Create awareness and brand visibility through exposure and touch-point activations, (ii) Create change or reinforce a brand image through sponsorship authenticity, (iii) Showcase community responsibility since consumers will reward companies based on corporate citizenship, (iv) Drive retail traffic by using assets of the sponsorship to create traffic-building promotions (v) Find a project to give surplus funds that the organisation has, (vi) Sponsor a cause that is the personal favourite of the brand manager.

Group of answer choices

(i), (ii), (iii), and (iv)

(ii), (iii), (iv) and (v)

(iii), (iv), (v) and (vi)

(i), (iv), (v) and (vi)