MKTG 400 Exam questions with
answers graded A+
What is the constant challenge in product management, branding, and marketing in general? -
ANS✅✅Return on Investment
How can marketers overcome the constant challenge in marketing? - ANS✅✅with brand equity
measurement and management
Interbred's Methodology for measuring brand equity - ANS✅✅Brands are business assets to
create identification, promote differentiation, and add value
Strong brands drive business growth by influencing customer choice, commanding a premium for
products and services, creating passionately loyal customers
Brand value = Contribution of brand to business results = financial performance + influence on
customer choice + strength of the brand related to competition
what is a brand audit and why is it relevant to branding? - ANS✅✅A comprehensive examination
of a brand; to discover its source of brand equity
List the sections of a typical brand audit - ANS✅✅Executive Summary
Organizational Background
Brand exploratory
Brand inventory
Recommendations
Which typically comes first in a brand audit - the brand exploratory or brand inventory? -
ANS✅✅Brand exploratory
in exploring your brand's organization background Identify and describe three types of ownership
structures - ANS✅✅Corporate
Partnership
Sole Partnership
, SWOT analysis - ANS✅✅Internal and controllable: strengths and weaknesses
External and Uncontrollable: Opportunities and Threats
Positive: Strengths and Opportunities
Negative: Weaknesses and Threats
Components of a brand exploratory - ANS✅✅Assess brand awareness and brand association to
determine if they are strong, favorable or unique
Whose prospective does the marketer take when performing the brand exploratory? - ANS✅✅the
customers point of view; we ask "what's our brand image?"
Describe the components of brand inventory - ANS✅✅we determine brand inventory by assessing
the Brand architecture, brand elements, and marketing mix
whose perspective does the marketer take when performing brand inventory - ANS✅✅From the
brand's point of view
Corporation - ANS✅✅formally incorporated under state law and established as a separate legal
entity apart from its owners
Partnership - ANS✅✅An unincorporated business owned by two or more persons.
Sole proprietorship - ANS✅✅An unincorporated firm owned and operated by one person.
Describe the components of a brand exploratory (3rd section of a brand audit) - ANS✅✅we ask
"what's our brand image?" we assess brand awareness and brand associations to determine if they
are SFU (strong, favorable, unique)
Brand Resonance Pyramid (mental maps to visualize brand image)
Positioning Analysis (perceptual map and brand mantra)
Whose perspective does the marketer take when performing the brand inventory - ANS✅✅The
Brands point of view
Components of a brand inventory - ANS✅✅Identify a brands identity by:
answers graded A+
What is the constant challenge in product management, branding, and marketing in general? -
ANS✅✅Return on Investment
How can marketers overcome the constant challenge in marketing? - ANS✅✅with brand equity
measurement and management
Interbred's Methodology for measuring brand equity - ANS✅✅Brands are business assets to
create identification, promote differentiation, and add value
Strong brands drive business growth by influencing customer choice, commanding a premium for
products and services, creating passionately loyal customers
Brand value = Contribution of brand to business results = financial performance + influence on
customer choice + strength of the brand related to competition
what is a brand audit and why is it relevant to branding? - ANS✅✅A comprehensive examination
of a brand; to discover its source of brand equity
List the sections of a typical brand audit - ANS✅✅Executive Summary
Organizational Background
Brand exploratory
Brand inventory
Recommendations
Which typically comes first in a brand audit - the brand exploratory or brand inventory? -
ANS✅✅Brand exploratory
in exploring your brand's organization background Identify and describe three types of ownership
structures - ANS✅✅Corporate
Partnership
Sole Partnership
, SWOT analysis - ANS✅✅Internal and controllable: strengths and weaknesses
External and Uncontrollable: Opportunities and Threats
Positive: Strengths and Opportunities
Negative: Weaknesses and Threats
Components of a brand exploratory - ANS✅✅Assess brand awareness and brand association to
determine if they are strong, favorable or unique
Whose prospective does the marketer take when performing the brand exploratory? - ANS✅✅the
customers point of view; we ask "what's our brand image?"
Describe the components of brand inventory - ANS✅✅we determine brand inventory by assessing
the Brand architecture, brand elements, and marketing mix
whose perspective does the marketer take when performing brand inventory - ANS✅✅From the
brand's point of view
Corporation - ANS✅✅formally incorporated under state law and established as a separate legal
entity apart from its owners
Partnership - ANS✅✅An unincorporated business owned by two or more persons.
Sole proprietorship - ANS✅✅An unincorporated firm owned and operated by one person.
Describe the components of a brand exploratory (3rd section of a brand audit) - ANS✅✅we ask
"what's our brand image?" we assess brand awareness and brand associations to determine if they
are SFU (strong, favorable, unique)
Brand Resonance Pyramid (mental maps to visualize brand image)
Positioning Analysis (perceptual map and brand mantra)
Whose perspective does the marketer take when performing the brand inventory - ANS✅✅The
Brands point of view
Components of a brand inventory - ANS✅✅Identify a brands identity by:
