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QUESTION 55 Why might consumers tattoo themselves with a brand logo? a. All of these b. Because they love the brand c. To signal something to others d. To gain power from the brand for personal transformation

QUESTION 56 The psychological influence on brand management places emphasis on ______. a. how social class influences brand choices b. why individual consumers buy certain brands c. how brand communities are created d. how groups of consumers co-create brand meaning

QUESTION 57 What is not a characteristic of a brand? a. A strong jingle b. To differentiate one firm from another c. To identify origin d. To communicate meaning

QUESTION 58 Your manager says that the main job of a brand is to minimize consumer confusion. Which theoretical influence on branding underpins their statement? a. Law b. Sociology c. Economics d. Psychology

QUESTION 59 Since the late 1990s, how have metaphors for brand management have changed? a. Greater emphasis has been placed on the inability of managers to control the brand. b. Greater attention has been placed on interacting with users to shape meaning. c. None of these. d. Greater emphasis has been placed on controlling the brand by marketers.

QUESTION 60 David Aakers brand definition is limited because it fails to mention ______. a. competitors b. differentiation c. users d. symbols

QUESTION 61 What characterizes strong brands? a. Differentiation and value b. Experience and meaning c. All of these d. Identification and distinction

QUESTION 62 The historic term for branding, brandr referred to which of the following? a. To mark animals or captured humans b. To identify one tribe from another c. To burn ones mark into, or stigmatize something d. An early logo driven strategy

QUESTION 63 If your brand is made fun of in a television series, which author in Holts model is shaping the brands meaning? a. Consumers b. Influencers c. Popular culture d. Marketers