BRANDS' QUIZZ

Question 1: Which of these brands is the oldest?

Coca cola
sony
Heineken

Question 2: According to INTERBRAND what is the value of

Mcdonald's brand?

US $ 25.289.000
US $ 25.289.000.000
US $ 25.289

Question 3: Which company has a corporate vision that states ,

"our global quest is to improve thw quality of human life
by enabling people to do more feel better and live longer"
Glaxosmithkline
IBM

Philip Morris

Question 4: What is lacoste symbol?

crocodile

horse
snake

Question 5: Which company owns the Ross Royce motor car brand?
Ross Royce

BMW

Ford

Question 6: Which brand is known as "the red one"

johnnie walker red

stolichnaya
marlboro

Question 7: The BRAND ASSET VALUATOR model from Young and Rubican is
a model of evaluating brands that includes the following:

segment size, barriers to entry, segment growth,competition

differentiation,relevance,esteem,knowledge

pride, prejudice, fear and loathing

Question 8: A dealer of which motorbike brand said:

"we are competing against conservatories and swimming pools,
not other bikes"

Triumph
Harley Davidson

Ducati

Question 9: Which brand has the cowboy as a symbol?

cammel

marlboro
slim
NEW YORK COLLEGE Date:………………..…..

Instructor: G.ARGIROUDIS Student's name:…...……….……………………

COURSE: DEVELOPING LUXURY BRANDS

FINAL EXAM
Instructions
Please try to 'Answer all the questions

1) Describe the two models of luxury brand building.

Give examples of representative brands/companies.

2) What "brand awareness " means and how is it measured?

3)Describe the KAPFERER'S exagonal prism of brand identity.

Apply the facets to a real luxury brand.

4)Describe the Young & Rubicam's BRAND ASSET MONITOR.

and explain its usefullness in building luxury brands.

5)Which steps has a consumer to follow, from "non aware " of a luxury
brand, until he becomes a " loyal customer" of that brand?