,TESTBANK FOR Brand Management Co-creating
Meaningful Brands Third Edition by Michael
Beverland
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
Testbanks
Chapter 1: Brands and branding
1. Which of the following does not characterize a strong brand?
a. Providing user value.
b. Having a catchy jingle.
c. Communicating meaning.
d. Differentiating one firm from another.
Ans: B
2. The historic term for branding, brandr referred to which of the following?
a. To mark animals or captured humans.
b. To burn one’s mark into or stigmatize something.
c. An early logo-driven strategy.
d. To identify one tribe from another.
Ans: B
3. Why might consumers tattoo themselves with a brand logo?
a. To signal something to others.
b. Because they love the brand.
c. To gain power from the brand for personal transformation.
d. All of these.
Ans: D
4. The American Marketing Association definition of a brand contains references to:
a. Customers.
b. Stakeholders.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
c. Co-creation.
d. Competitors.
Ans: D
5. David Aaker’s brand definition is limited because it fails to mention:
a. Competitors.
b. Symbols.
c. Differentiation.
d. Users.
Ans: D
6. What characterizes strong brands?
a. Identification and distinction.
b. Differentiation and value.
c. Experience and meaning.
d. All of these.
Ans: D
7. Brand meaning is created by:
a. Marketers.
b. Users.
c. Society.
d. A mix of the above.
Ans: D
8. Since the late 1990s, how have metaphors for brand management changed?
a. Greater emphasis has been placed on controlling the brand by marketers.
b. Greater emphasis has been placed on the inability of managers to control the brand.
c. Greater attention has been placed on interacting with users to shape meaning.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
d. None of these.
Ans: C
9. If your brand is made fun of in a television series, which author in Holt’s model is shaping
the brand’s meaning?
a. Influencers.
b. Marketers.
c. Consumers.
d. Popular culture.
Ans: D
10. Sid Levy was influential on the development of brand management. His main
contribution is
a. Identifying that brands should stand for functional benefits.
b. Identifying that brands should represent a personality.
c. Identifying that brands signify higher-order meaning.
d. Identifying that creative advertising was critical for brands.
Ans: C
11. Which sectors influenced the development of brand management models?
a. Advertising agencies.
b. Financial markets.
c. Academic researchers.
d. All of these.
Ans: D
12. It is said brands are co-created. What is not an example of co-creation?
a. Working directly with users to shape brand meaning.
b. Undertaking research to understand users lives.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
c. Assuming the user will accept the brand’s identity as you communicate it.
d. Tracking how users converse about the brand in fan forums online.
Ans: C
13. Your manager says that the main job of a brand is to minimize consumer confusion.
Which theoretical influence on branding underpins their statement?
a. Psychology.
b. Sociology.
c. Economics.
d. Law.
Ans: C
14. The psychological influence on brand management places emphasis on:
a. How groups of consumers co-create brand meaning.
b. Why individual consumers buy certain brands.
c. How brand communities are created.
d. How social class influences brand choices.
Ans: B
15. Consumer culture theory focuses on understanding:
a. What makes a brand cool.
b. What cues encourage users to buy brands.
c. How consumers use brands to achieve their identity goals.
d. None of these.
Ans: C
Chapter 2: Understanding brand users
1. In middle-upper income economies, consumers primarily buy brands for
a. Their reputation.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
b. Their functional benefits.
c. Their country of origin image.
d. Their potential to reflect one’s identity.
Ans: D
2. Belk’s idea of the extended self suggests:
a. We buy brands to impress others.
b. We buy brands because they provide functional benefits.
c. We buy brands because of their creative advertising.
d. We buy brands because they say something about who we are.
Ans: D
3. A consultant suggests your brand should act like a rebel. What approach of branding does
this exemplify?
a. The experiential approach.
b. The identity approach.
c. The personality approach.
d. The consumer approach.
Ans: C
4. The key insight of the service-dominant logic of marketing on branding is:
a. Services firms should be branded.
b. Users buy brands for the services they offer.
c. Manufacturers should also sell services.
d. None of these.
Ans: B
5. What are examples of liquid consumption?
a. Platform brands such as Air BnB and Uber.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
b. Brands of fast-moving consumer goods.
c. Brands that change their meaning a lot.
d. Brands that are bought to signal one’s wealth.
Ans: A
6. Solid consumption is reflected in:
a. An emphasis on accessing things when needed.
b. A focus on experiences.
c. The belief that owning things is important.
d. Changing practices depending on context.
Ans: C
7. A liquid approach to luxury branding would:
a. Result in greater emphasis on the brand logo.
b. Require ownership of the most exclusive objects.
c. See Uber invest in an upmarket service.
d. Associate status with access to critical networks.
Ans: D
8. The belief that the brand should be engineered into all aspects of the marketing mix
derives from which approach to branding?
a. Relational.
b. Economic.
c. Communal.
d. Experiential.
Ans: B
9. Themed flagship stores that immerse users in the brand’s identity represent which
branding approach?
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
a. Cultural.
b. Economic.
c. Experiential.
d. Relational.
Ans: C
10. If you are encouraged to understand the user and their world, which approach to branding
is being used?
a. Relational.
b. Personality.
c. Cultural.
d. Communal.
Ans: A
11. A consultant focused on ensuring that all of your firm’s visual assets look the same is
drawing on what branding approach?
a. Identity.
b. Personality.
c. Relational.
d. Communal.
Ans: A
12. Some brands encourage events to build connections between users. Which branding
approach does this represent?
a. Cultural.
b. Relational.
c. Communal.
d. Personality.
Ans: C
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
13. Gillette’s recent campaign focused on challenging toxic masculinity is an example of
what type of brand approach?
a. Experiential.
b. Cultural.
c. Personality.
d. Communal.
Ans: B
14. A brand’s strength is a function of how much the user knows about it. Which approach to
branding does this represent?
a. Consumer-based.
b. Personality.
c. Economic.
d. Relational.
Ans: A
15. Examples of strong and deep, emotionally invested brand relationship metaphors are:
a. Best customer and abused spouse.
b. Neighbour.
c. Secret admirer and childhood buddy.
d. Fling and marriage partner.
Ans: D
16. Customers’ jobs to be done refer to which of the following needs?
a. Functional needs only.
b. Emotional needs only.
c. Any need.
d. None of these.
Meaningful Brands Third Edition by Michael
Beverland
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel sheet
if it exists.
4- We have all what you need, we make update
at every time. There are many new editions
waiting you.
5- If you think you purchased the wrong file You
can contact us at every time, we can replace it
with true one.
Our email:
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
Testbanks
Chapter 1: Brands and branding
1. Which of the following does not characterize a strong brand?
a. Providing user value.
b. Having a catchy jingle.
c. Communicating meaning.
d. Differentiating one firm from another.
Ans: B
2. The historic term for branding, brandr referred to which of the following?
a. To mark animals or captured humans.
b. To burn one’s mark into or stigmatize something.
c. An early logo-driven strategy.
d. To identify one tribe from another.
Ans: B
3. Why might consumers tattoo themselves with a brand logo?
a. To signal something to others.
b. Because they love the brand.
c. To gain power from the brand for personal transformation.
d. All of these.
Ans: D
4. The American Marketing Association definition of a brand contains references to:
a. Customers.
b. Stakeholders.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
c. Co-creation.
d. Competitors.
Ans: D
5. David Aaker’s brand definition is limited because it fails to mention:
a. Competitors.
b. Symbols.
c. Differentiation.
d. Users.
Ans: D
6. What characterizes strong brands?
a. Identification and distinction.
b. Differentiation and value.
c. Experience and meaning.
d. All of these.
Ans: D
7. Brand meaning is created by:
a. Marketers.
b. Users.
c. Society.
d. A mix of the above.
Ans: D
8. Since the late 1990s, how have metaphors for brand management changed?
a. Greater emphasis has been placed on controlling the brand by marketers.
b. Greater emphasis has been placed on the inability of managers to control the brand.
c. Greater attention has been placed on interacting with users to shape meaning.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
d. None of these.
Ans: C
9. If your brand is made fun of in a television series, which author in Holt’s model is shaping
the brand’s meaning?
a. Influencers.
b. Marketers.
c. Consumers.
d. Popular culture.
Ans: D
10. Sid Levy was influential on the development of brand management. His main
contribution is
a. Identifying that brands should stand for functional benefits.
b. Identifying that brands should represent a personality.
c. Identifying that brands signify higher-order meaning.
d. Identifying that creative advertising was critical for brands.
Ans: C
11. Which sectors influenced the development of brand management models?
a. Advertising agencies.
b. Financial markets.
c. Academic researchers.
d. All of these.
Ans: D
12. It is said brands are co-created. What is not an example of co-creation?
a. Working directly with users to shape brand meaning.
b. Undertaking research to understand users lives.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
c. Assuming the user will accept the brand’s identity as you communicate it.
d. Tracking how users converse about the brand in fan forums online.
Ans: C
13. Your manager says that the main job of a brand is to minimize consumer confusion.
Which theoretical influence on branding underpins their statement?
a. Psychology.
b. Sociology.
c. Economics.
d. Law.
Ans: C
14. The psychological influence on brand management places emphasis on:
a. How groups of consumers co-create brand meaning.
b. Why individual consumers buy certain brands.
c. How brand communities are created.
d. How social class influences brand choices.
Ans: B
15. Consumer culture theory focuses on understanding:
a. What makes a brand cool.
b. What cues encourage users to buy brands.
c. How consumers use brands to achieve their identity goals.
d. None of these.
Ans: C
Chapter 2: Understanding brand users
1. In middle-upper income economies, consumers primarily buy brands for
a. Their reputation.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
b. Their functional benefits.
c. Their country of origin image.
d. Their potential to reflect one’s identity.
Ans: D
2. Belk’s idea of the extended self suggests:
a. We buy brands to impress others.
b. We buy brands because they provide functional benefits.
c. We buy brands because of their creative advertising.
d. We buy brands because they say something about who we are.
Ans: D
3. A consultant suggests your brand should act like a rebel. What approach of branding does
this exemplify?
a. The experiential approach.
b. The identity approach.
c. The personality approach.
d. The consumer approach.
Ans: C
4. The key insight of the service-dominant logic of marketing on branding is:
a. Services firms should be branded.
b. Users buy brands for the services they offer.
c. Manufacturers should also sell services.
d. None of these.
Ans: B
5. What are examples of liquid consumption?
a. Platform brands such as Air BnB and Uber.
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
b. Brands of fast-moving consumer goods.
c. Brands that change their meaning a lot.
d. Brands that are bought to signal one’s wealth.
Ans: A
6. Solid consumption is reflected in:
a. An emphasis on accessing things when needed.
b. A focus on experiences.
c. The belief that owning things is important.
d. Changing practices depending on context.
Ans: C
7. A liquid approach to luxury branding would:
a. Result in greater emphasis on the brand logo.
b. Require ownership of the most exclusive objects.
c. See Uber invest in an upmarket service.
d. Associate status with access to critical networks.
Ans: D
8. The belief that the brand should be engineered into all aspects of the marketing mix
derives from which approach to branding?
a. Relational.
b. Economic.
c. Communal.
d. Experiential.
Ans: B
9. Themed flagship stores that immerse users in the brand’s identity represent which
branding approach?
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
a. Cultural.
b. Economic.
c. Experiential.
d. Relational.
Ans: C
10. If you are encouraged to understand the user and their world, which approach to branding
is being used?
a. Relational.
b. Personality.
c. Cultural.
d. Communal.
Ans: A
11. A consultant focused on ensuring that all of your firm’s visual assets look the same is
drawing on what branding approach?
a. Identity.
b. Personality.
c. Relational.
d. Communal.
Ans: A
12. Some brands encourage events to build connections between users. Which branding
approach does this represent?
a. Cultural.
b. Relational.
c. Communal.
d. Personality.
Ans: C
, Beverland & Cankurtaran, Brand Management: Co-creating Meaningful Brands, 3e
SAGE Publishing, 2024
13. Gillette’s recent campaign focused on challenging toxic masculinity is an example of
what type of brand approach?
a. Experiential.
b. Cultural.
c. Personality.
d. Communal.
Ans: B
14. A brand’s strength is a function of how much the user knows about it. Which approach to
branding does this represent?
a. Consumer-based.
b. Personality.
c. Economic.
d. Relational.
Ans: A
15. Examples of strong and deep, emotionally invested brand relationship metaphors are:
a. Best customer and abused spouse.
b. Neighbour.
c. Secret admirer and childhood buddy.
d. Fling and marriage partner.
Ans: D
16. Customers’ jobs to be done refer to which of the following needs?
a. Functional needs only.
b. Emotional needs only.
c. Any need.
d. None of these.
