Module 2 — Brand Strategy

Module quiz

5 questions on Module 2 — Brand Strategy. Answer them all, then check your score before moving on. 4 correct or more is a pass. Your best score is saved on this device, and to your account when you are signed in. This is a self-check, not an accredited assessment.

1. 1. What makes a positioning statement useful?

   It promises the lowest price in every marketIt contains only a sloganIt identifies the audience, benefit and credible differenceIt lists every competitor

2. 2. A premium durability claim should be supported by what?

   A higher ticket price aloneAn expensive photo shootA larger logoRelevant wear and performance evidence

3. 3. Two brand ranges target identical needs at identical prices. What risk arises?

   Internal cannibalisationAutomatic margin growthGuaranteed new customersElimination of inventory

4. 4. Which supplier choice best supports a traceable-material promise?

   The nearest supplier regardless of recordsA capable supplier with verifiable chain-of-custody recordsThe supplier with the boldest claimAny supplier with a low quote

5. 5. When testing a brand extension, what comes first?

   Copy a competing logoRemove all product testingCheck relevance to customers and fit with the brand promiseOrder the largest possible quantity