AIPMM
Certified Brand Manager
READINESS EXAM GUIDE
Q&S
©2024/2025
,1. When positioning your brand's identity, which of the
following is not considered a core component?
a) Brand personality
b) Brand perception
c) Brand equity
d) Price elasticity
Correct Answer: d) Price elasticity
2. Which trend emphasizes the growing importance of
customer experiences in shaping the relationship between
customers and brands?
a) Personalization
b) Globalization
c) Digitalization
d) Commoditization
Correct Answer: a) Personalization
3. In the context of the Marketing P's, how does 'Place'
influence the brand/customer relationship?
a) By determining the product features
b) By affecting the price point
c) By influencing the distribution channels
d) By shaping the promotional strategies
Correct Answer: c) By influencing the distribution
channels
4. Effective brand management is essential for a company.
Which of the following is not a direct outcome of it?
a) Increased brand loyalty
b) Enhanced brand equity
c) Reduced operational costs
©2024/2025
, d) Improved shareholder value
Correct Answer: c) Reduced operational costs
5. Customer touch points are crucial in the customer
journey. Which of the following is not typically considered a
touch point?
a) Product packaging
b) After-sales service
c) Competitor's advertising
d) Customer reviews
Correct Answer: c) Competitor's advertising
6. Interfaces are key to the organization because they:
a) Define the visual aspects of a brand
b) Facilitate interactions between the brand and its
customers
c) Are the main touchpoints for employee engagement
d) Represent the technological infrastructure of the
company
Correct Answer: b) Facilitate interactions between the
brand and its customers
7. Which component of brand identity is primarily concerned
with the visual elements of a brand?
a) Brand values
b) Brand personality
c) Brand image
d) Brand elements
Correct Answer: d) Brand elements
8. The concept of 'Brand Resonance' falls under which
aspect of brand identity?
a) Emotional connection
©2024/2025
Certified Brand Manager
READINESS EXAM GUIDE
Q&S
©2024/2025
,1. When positioning your brand's identity, which of the
following is not considered a core component?
a) Brand personality
b) Brand perception
c) Brand equity
d) Price elasticity
Correct Answer: d) Price elasticity
2. Which trend emphasizes the growing importance of
customer experiences in shaping the relationship between
customers and brands?
a) Personalization
b) Globalization
c) Digitalization
d) Commoditization
Correct Answer: a) Personalization
3. In the context of the Marketing P's, how does 'Place'
influence the brand/customer relationship?
a) By determining the product features
b) By affecting the price point
c) By influencing the distribution channels
d) By shaping the promotional strategies
Correct Answer: c) By influencing the distribution
channels
4. Effective brand management is essential for a company.
Which of the following is not a direct outcome of it?
a) Increased brand loyalty
b) Enhanced brand equity
c) Reduced operational costs
©2024/2025
, d) Improved shareholder value
Correct Answer: c) Reduced operational costs
5. Customer touch points are crucial in the customer
journey. Which of the following is not typically considered a
touch point?
a) Product packaging
b) After-sales service
c) Competitor's advertising
d) Customer reviews
Correct Answer: c) Competitor's advertising
6. Interfaces are key to the organization because they:
a) Define the visual aspects of a brand
b) Facilitate interactions between the brand and its
customers
c) Are the main touchpoints for employee engagement
d) Represent the technological infrastructure of the
company
Correct Answer: b) Facilitate interactions between the
brand and its customers
7. Which component of brand identity is primarily concerned
with the visual elements of a brand?
a) Brand values
b) Brand personality
c) Brand image
d) Brand elements
Correct Answer: d) Brand elements
8. The concept of 'Brand Resonance' falls under which
aspect of brand identity?
a) Emotional connection
©2024/2025
