Exam
Brand & Product Management
28 January 2014
13.00-16.00 K. Duppenhal
Fill in your name and student number!!
Name:………………………………………….
Student number:………………………………
Read this first:
The exam consists of 20 multiple choice questions and two open-ended questions. The
multiple choice questions represent 50% of the final exam grade. The two open-ended
questions the other 50% (25% each).
The answers to the multiple choice questions will have to be filled out on a separate multiple
choice form.
Do not forget to write your name and mark your student number on the multiple choice
form. Also, do not forget to mark which version (1 or 2) of the final exam you have (see
top of this page) on your multiple choice form
The answers to the open-end questions have to be put on this exam itself. There is enough space
below each question.
Put your name and student number on this exam.
Be concise in your answers. Do not assume that the amount of writing space you receive is an
indication for how much we expect you to write. Be to the point. We prefer well-structured
bullet points above long stories. More is not always better!
Put your student card on your desk.
At the end of this exam you need to hand in all documents (including the multiple choice form
and the multiple choice questions) and sign out.
During the exam it is not permitted to go to the toilet.
• This is a closed book exam; you are not allowed to use books and/or papers.
, MULTIPLE CHOICE QUESTIONS
Choose the one alternative that best completes the statement or answers the question.
1. Customer-based brand equity is defined as the differential effect that brand knowledge
has on consumer response to the marketing of that brand.
A. True
B. False
2. Being able to charge a price premium is the most important and sole benefit of
building a strong brand.
A. True
B. False
3. Which statement(s) is/are correct?
I. The breadth of brand awareness refers to the number of purchase and usage
situations in which the brand element comes to mind.
II. The depth of brand awareness refers to the likelihood and ease with which the
brand element comes to mind.
A. Both statements are incorrect
B. Statement I is correct, Statement II is incorrect
C. Statement I is incorrect, Statement II is correct
D. Both statements are correct
4. There is little point in building brand image without establishing brand awareness.
A. True
B. False
5. Defining your competition in a narrow fashion will guarantee long-term success
because it forces you to focus your branding efforts.
A. True
B. False
Brand & Product Management
28 January 2014
13.00-16.00 K. Duppenhal
Fill in your name and student number!!
Name:………………………………………….
Student number:………………………………
Read this first:
The exam consists of 20 multiple choice questions and two open-ended questions. The
multiple choice questions represent 50% of the final exam grade. The two open-ended
questions the other 50% (25% each).
The answers to the multiple choice questions will have to be filled out on a separate multiple
choice form.
Do not forget to write your name and mark your student number on the multiple choice
form. Also, do not forget to mark which version (1 or 2) of the final exam you have (see
top of this page) on your multiple choice form
The answers to the open-end questions have to be put on this exam itself. There is enough space
below each question.
Put your name and student number on this exam.
Be concise in your answers. Do not assume that the amount of writing space you receive is an
indication for how much we expect you to write. Be to the point. We prefer well-structured
bullet points above long stories. More is not always better!
Put your student card on your desk.
At the end of this exam you need to hand in all documents (including the multiple choice form
and the multiple choice questions) and sign out.
During the exam it is not permitted to go to the toilet.
• This is a closed book exam; you are not allowed to use books and/or papers.
, MULTIPLE CHOICE QUESTIONS
Choose the one alternative that best completes the statement or answers the question.
1. Customer-based brand equity is defined as the differential effect that brand knowledge
has on consumer response to the marketing of that brand.
A. True
B. False
2. Being able to charge a price premium is the most important and sole benefit of
building a strong brand.
A. True
B. False
3. Which statement(s) is/are correct?
I. The breadth of brand awareness refers to the number of purchase and usage
situations in which the brand element comes to mind.
II. The depth of brand awareness refers to the likelihood and ease with which the
brand element comes to mind.
A. Both statements are incorrect
B. Statement I is correct, Statement II is incorrect
C. Statement I is incorrect, Statement II is correct
D. Both statements are correct
4. There is little point in building brand image without establishing brand awareness.
A. True
B. False
5. Defining your competition in a narrow fashion will guarantee long-term success
because it forces you to focus your branding efforts.
A. True
B. False
