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Test answers for Branding 2020

(63) Last updated: January 22
Elance • Sales & Mktg.
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63 Answered Test Questions:

1. A brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area is called?

Answers:

• Local brand

• Micro brand

• Mini Brand

• Small brand

• Minute brand

2. What are service marks used for?

Answers:

• To identify and protect any computer coding and programs developed by an entity.

• To identify your unique manufacturing processes.

• To identify services—intangible activities—performed by one person for the benefit of a person or persons other than himself.

• To protect your product from being manufactured by another entity.

• To identify goods—physical commodities—whether natural, manufactured or produced.

3. True or False: A wide variety of ephemera can typically be found at trade shows.

Answers:

• False

• True

4. What is the first step to developing your brand?

Answers:

• Determine your brand's advertising plan

• Determine your brand's visual identity

• Determine how your brand will be positioned

• Determine your marketing budget

• Determine your brand's tagline

5. Brand extension by definition is?

Answers:

• The leveraging of brand equity.

• The use of a well developed brand name in a different product category.

• A brand that is sold and marketed in a smaller market.

• A byproduct of Account-based marketing.

6. A person's name can never be a brand name.

Answers:

• True

• False

• True in the U.S. and European Union, but not in other parts of the world.

7. A brand is....

Answers:

• A logo

• A strapline

• A promise between an organization and an individual

8. True or False: When creating a Brand Identity any names being used should be checked for their meaning in other languages.

Answers:

• True

• False

9. The outward expression of a brand - including its name, trademark, communications, and visual appearance is called what?

Answers:

• Sub-brand

• Brand process

• Brand identity

• Brand awareness

10. Building a brand identity makes no financial sense for small companies (i.e.: less than approx. $110 million in revenue).

Answers:

• False

• True

11. What is the most important characteristic of a good brand?

Answers:

• It should have a TM at the end of it

• It is immediately recognizable

• It has no more than three colors

• It should consist of no more than two words and no more than 12 letters

• It is trendy with the current marketplace

12. True or False: Brands help consumers choose between similar products and services.

Answers:

• False

• True

13. A brand which is widely known in the marketplace acquires what?

Answers:

• Scalability

• Brand functionality

• Brand stickiness

• Brand recognition

14. When should a company consider investing in a new Brand Identity?

Answers:

• If it is a new company

• If it has a new product

• To revitalize its brand

• All of these

• If it has merged with another company

15. Which of the following are known drivers of brand equity?

Answers:

• Brand awareness.

• Brand image.

• Corporate ethics.

• All of these

16. In tangible terms a brand is a what?

Answers:

• Jingle

• Logo

• Slogan

• Name

• All of these

17. The following elements may differ from country to country, but generally speaking global brand variables include which of the following?

Answers:

• Positioning & marketing mixes

• Product names & features

• Corporate slogan & products/services

• All of these

18. Which of the following is a touchpoint for a Brand Identity?

Answers:

• Signage

• All of these

• Business Cards

• Advertising

• Packaging

19. The best way to build a brand's value is

Answers:

• Social Media

• All of these

• Customer service training

• Print advertising

20. What should a set of Standards for a new Brand Identity include?

Answers:

• Specific color palettes to be used for all touchpoints including logos, uniforms, interior decor, etc.

• All of these

• Taglines and other required information for inclusion in any form of communication including letterheads, emails and websites.

• Templates for business presentations.

• Typography guidelines including typefaces, sizes and positioning.

21. Which item or items below are brand touchpoints?

Answers:

• Websites

• All of these

• Packaging

• Employees

• Newsletters

22. What characteristics should be present in a tagline?

Answers:

• Unique

• Not negative

• Easy to remember

• Short

• All of these

23. An example of a global brand is?

Answers:

• Gap

• Nike

• Facebook

• Mastercard

• All of these

24. What aspect of branding focuses specifically on a graphic mark or emblem to represent the business entity?

Answers:

• Packaging

• The logo.

• Colorway

• Signage

• Style Guide

25. What types of elements can a logo be made from?

Answers:

• All of these

• Pictorial Marks

• Letterform Marks

• Wordmarks

• Abstract Marks

26. What factor(s) concerning the environment in which a product is being sold are a part of the Brand Identity?

Answers:

• Colors of the walls, flooring and furniture.

• Lighting in the sales area.

• Uniforms worn by the employees.

• All of these

• Cleanliness of the sales area.

27. A term loosely used to describe the process of forming an attachment (emotional and rational) between a person and a brand is what?

Answers:

• Close stakeholder

• Brand engagement

• Employer branding

• Brand management

28. How are employees a part of the Brand Identity?

Answers:

• Employee uniforms help create and enforce the Brand Identity in the consumer's mind.

• Employees who believe in the Brand will influence others to believe in it too.

• Employees interact with other consumers through social media.

• Employees help increase the Brand Identity by word of mouth with others.

• All of these

29. Who are the key stakeholders in a brand?

Answers:

• Customers

• Employees

• All of these

• Shareholders

• Competitors

30. What color represents death in America?

Answers:

• Red

• White

• Blue

• Black

• Yellow

31. The biggest value component of a brand is

Answers:

• Color

• Reputation

• Logo

• Tagline

32. The outward expression of a brand - including its name, trademark, communications, and visual appearance is called?

Answers:

• Brand awareness

• Brand recognition

• Brand identity

• Brand mediocrity

33. What is brand parity?

Answers:

• The launch of a new brand.

• The visual elements of a brand.

• The estimated dollar value of the brand.

• The perception that brands are essentially the same.

• Negative publicity for a brand.

34. What is a tagline?

Answers:

• An advertising slogan that can be trademarked.

• All of these

• A slogan that helps to focus the emotions of the consumer.

• A phrase that expresses the heart of the company or product and differentiates it from others.

35. Which of the following is NOT a component of brand activation?

Answers:

• Advertising

• Product development

• Customer experience

• Employee engagement

• All of these are a components

36. Which of the following can NOT be considered a brand element?

Answers:

• A Tagline

• A Color

• All of these can be brand elements

• A Scent

• A Logo

37. What is the first thing you should do when creating a Brand Identity?

Answers:

• Develop a tagline to go with the new logo

• Conduct research

• Design multiple potential logos

• Establish the standards for use of the brand

• Get quotes for reprinting anything that has the old brand

38. Which of the following brand mental associations does not contribute to a favorable brand image?

Answers:

• Unique mental associations.

• Common associations.

• Favorable mental associations.

• Strong mental associations.

39. Brand parity occurs when?

Answers:

• When a brands visual identity is compromised.

• When the act of associating with a product or service becomes damaging.

• When two competing brands are displaced by a third competitor.

• When the perception of the customer is that some brands are equivalent.

40. What is brand equity?

Answers:

• The percentage of a group of people who recognize a brand name.

• The value of a company.

• The perception that certain brands are essentially equal.

• The value of a brand.

• The color palette used for all brand communications.

41. According to Kapferer, the value of a brand is found where?

Answers:

• The corporate reputation within a target market.

• In the brand name.

• The length of time a brand has existed.

• The memory of each of the potential consumers within a target market.

42. In branding the term "positioning" generally refers to …

Answers:

• Testing brand impact in certain geographical areas before rolling out changes globally.

• Efforts to increase brand equity, thereby advancing on Interbrand's annual list of most valuable brands.

• A controversial PR tactic to deflect bad publicity.

• Strategically locating stores and distribution centers in such a way as to create synergies and minimize cost.

• Efforts to occupy a niche in a larger market and in the target audience's perception.

43. What is the difference between a service mark and a trademark?

Answers:

• Like the toll-free 888 telephone extension, the service mark was created since the number of trademarks already out there was limiting the creation of more.

• They are both interchangeable.

• A trademark is for use by corporations and a service mark is for use by smaller companies and individuals.

• None of these

• A trademark is for tangible items and a service mark is for intangible services.

44. When disaster strikes a company, the brand is guaranteed to decline in value.

Answers:

• False

• True

45. The experiential aspect consists of the sum of all points of contact with the brand and is known as the...

Answers:

• Brand experience

• Brand function

• Brand name

• Brand recognition

46. Acceptable use of another entity's trademark are as follows?

Answers:

• Comparative advertising

• All of these

• Nominative fair use

• Parody

47. Registering a trademark with the U.S. Patent and Trademark Office provides what protection?

Answers:

• Protection of the trademark throughout North America.

• All of these

• Protection of the trademark in the United States and its territories.

• Protection of the trademark in European countries.

• Protection of the trademark world wide.

48. What is typically NOT a motivation for brand building?

Answers:

• Positioning in the marketplace

• Relating to target audience

• Promoting instant recognition

• Creating top-of-mind awareness

• Triggering a direct response

49. What is the effect of brand reputation on price increases?

Answers:

• A good reputation is less elastic when comparing perceived unfairness with company profit increases.

• There is no effect

• Consumers believe a price increase is fair only if the firm is not increasing their profits.

• Brand equity will increase

50. The basic definition of branding is

Answers:

• The sum of all marketing efforts applied against an identifiable product or service

• The sum of all interactions and experiences with an identifiable product or service

• The sum of all marketing messages an audience is left with after engaging directly with an identifiable product or service

• The sum of all wordmarks, logos, images and pictures available for all marketing efforts.

51. The process by which a brand's positioning is brought to life for its customers is called:

Answers:

• Advertising

• Brand-Building

• Customer Experience

• Brand Activation

• Marketing

52. The physical representation and consistent application of brand identity across visual and verbal identity carriers is known as what?

Answers:

• Brand implementation

• Brand equity

• Brand recognition

• Brand background

53. What color represents luck in much of the Eastern hemisphere?

Answers:

• Red

• Green

• Purple

• White

• Blue

54. What is NOT an alternative name for Inbound Marketing?

Answers:

• Attraction Marketing

• Content Marketing

• Magnet Marketing

• Permission Marketing

55. What is the Lanham act of 1946?

Answers:

• Trademark infringement legislation that occurs when consumer confusion exists as to the origin of a trademark.

• Legislation enacted in response to the high-profile Enron and WorldCom financial scandals to protect shareholders and the general public from accounting errors and fraudulent practices in the enterprise.

• Act named after John Lanham of Ford Motor Corporation that protects fair trade practices.

• Act that covers piracy of a trademarked good or service.

56. Brand management was triggered by a single memo written by __________ and known as the ____________ in the branding world.

Answers:

• James Gamble, The P&G memo

• Neil H. McElroy, The McElroy Memo

• William Proctor, The P&G memo

• William Smith, The McElroy Memo

57. Which of the following statements is false?

Answers:

• Brand importance is higher in product categories where consumption is visible.

• Brand importance is different for brands belonging to the same product category.

• Brand importance is higher in product categories where new products are introduced frequently.

• Brand importance differs for different product categories.

• Brand importance differs from country to country.

58. How is ephemera important to branding?

Answers:

• Ephemera is the process of polling consumers to see how they feel about a potential brand.

• Nothing, Ephemera is a type of jellyfish found in the Bahamas.

• It puts your brand in front of others and makes them an advertisement for your brand.

• Ephemera is a software program that has special tools to help you develop a brand.

59. What are trademarks used for?

Answers:

• To identify your unique manufacturing processes.

• To identify and protect any computer coding and programs developed by an entity.

• To protect your product from being manufactured by another entity.

• None of these

• To identify goods—physical commodities—whether natural, manufactured or produced.

60. What color represents trust and high quality in China?

Answers:

• Blue

• Green

• Black

• Purple

• White

61. What major industry has been trying to transform itself from commodity status through branding?

Answers:

• Automotive

• Electric utilities

• Pharmaceutical

• Chemical

62. In America green represents life and environmental awareness. What does it represent in China?

Answers:

• Prosperity

• Crops

• Wealth

• Life

• Infidelity

63. From a customer perspective, which of the following are not a function of the brand?

Answers:

• Saving search costs.

• Increased convenience.

• Expressing social values.

• Risk reduction.