2025年品牌管理英語試題及答案姓名：____________________

一、多項選擇題（每題2分，共20題）

1.WhichofthefollowingisNOTakeyelementinbrandmanagement?

a)Brandpositioning

b)Productinnovation

c)Customersatisfaction

d)Marketanalysis

2.Inbrandmanagement,whatisthemainobjectiveofbrandpositioning?

a)Todifferentiatethebrandfromcompetitors

b)Toensureconsistencyinbrandimage

c)Toincreasebrandawareness

d)Alloftheabove

3.Whatistheprimarypurposeofmarketresearchinbrandmanagement?

a)Toidentifycustomerneeds

b)Toassesscompetition

c)Toevaluatemarketingstrategies

d)Alloftheabove

4.Whichofthefollowingisanexampleofbrandextension?

a)Releasinganewproductinadifferentmarket

b)Creatinganewlineofproductsunderanexistingbrand

c)Acquiringacompetitor'sbrand

d)Developinganewlogoforthebrand

5.Whatisthedifferencebetweenbrandequityandbrandawareness?

a)Brandequityisthevalueofthebrand,whilebrandawarenessisthelevelofcustomerrecognition

b)Brandequityistherecognitionofthebrand,whilebrandawarenessisthecustomer'sperceptionofthebrand

c)Bothrefertothesameconcept

d)Noneoftheabove

6.Whatistheroleofbrandarchitectureinbrandmanagement?

a)Toprovideaclearframeworkformanagingacompany'sbrands

b)Toensureconsistencyinbrandcommunication

c)Tohelpwiththestrategicdevelopmentofnewbrands

d)Alloftheabove

7.Whichofthefollowingisacommonstrategyforbuildingbrandloyalty?

a)Providingexceptionalcustomerservice

b)Offeringexclusivebenefitstoloyalcustomers

c)Creatingastrongemotionalconnectionwithcustomers

d)Alloftheabove

8.Whatisthemaingoalofbrandcommunication?

a)Toinformcustomersabouttheproductorservice

b)Tobuildapositiveimageofthebrand

c)Tocreateauniquebrandidentity

d)Alloftheabove

9.Whatistheroleofabrandmanagerinacompany?

a)Todevelopandexecutebrandstrategies

b)Toensureconsistencyinbrandcommunication

c)Tomanagethecompany'smarketingbudget

d)Alloftheabove

10.Whatisthedifferencebetweenbrandimageandbrandequity?

a)Brandimageistheperceptionofthebrandinthecustomer'smind,whilebrandequityisthevalueofthebrand

b)Brandimageisthevalueofthebrand,whilebrandequityistheperceptionofthebrand

c)Bothrefertothesameconcept

d)Noneoftheabove

11.Whatisthepurposeofbrandaudits?

a)Toassessthecurrentstateofthebrand

b)Toidentifyareasforimprovement

c)Todevelopnewmarketingstrategies

d)Alloftheabove

12.Whatisthemainobjectiveofbrandrepositioning?

a)Tochangetheperceptionofthebrandinthecustomer'smind

b)Toalignthebrandwiththecompany'scorevalues

c)Tointroducenewproductsorservices

d)Alloftheabove

13.Whatistheroleofbrandambassadorsinbrandmanagement?

a)Torepresentthebrandandcommunicateitsvalues

b)Topromotethebrandthroughsocialmediaandotherchannels

c)Toengagewithcustomersandprovidefeedback

d)Alloftheabove

14.Whatisthepurposeofabrandcharter?

a)Todefinethebrand'smission,vision,andvalues

b)Toprovideguidelinesforbrandcommunication

c)Toensureconsistencyinbrandimage

d)Alloftheabove

15.Whatisthemainchallengeinmanagingaglobalbrand?

a)Ensuringconsistencyacrossdifferentcultures

b)Adaptingthebrandtolocalmarketneeds

c)Managingthebrand'sreputationworldwide

d)Alloftheabove

16.Whatistheroleofabrandassociationinbrandmanagement?

a)Tocreateapositiveassociationwiththebrand

b)Todifferentiatethebrandfromcompetitors

c)Toincreasebrandawareness

d)Alloftheabove

17.Whatisthepurposeofbrandtracking?

a)Tomeasuretheeffectivenessofmarketingcampaigns

b)Tomonitorbrandperceptionovertime

c)Toassesscustomersatisfaction

d)Alloftheabove

18.Whatisthemainobjectiveofbrandlicensing?

a)Togeneraterevenuethroughtheuseofthebrand

b)Toexpandthebrand'smarketpresence

c)Tomaintainthebrand'simage

d)Alloftheabove

19.Whatistheroleofbrandambassadorsinbrandmanagement?

a)Torepresentthebrandandcommunicateitsvalues

b)Topromotethebrandthroughsocialmediaandotherchannels

c)Toengagewithcustomersandprovidefeedback

d)Alloftheabove

20.Whatisthepurposeofabrandcharter?

a)Todefinethebrand'smission,vision,andvalues

b)Toprovideguidelinesforbrandcommunication

c)Toensureconsistencyinbrandimage

d)Alloftheabove

二、判斷題（每題2分，共10題）

1.TrueorFalse:Brandequityisthetotalfinancialvalueofabrand.

2.TrueorFalse:Brandpositioningisaone-timeactivityinbrandmanagement.

3.TrueorFalse:Marketresearchisnotessentialindevelopinganewbrand.

4.TrueorFalse:Brandextensionisalwaysasuccessfulstrategy.

5.TrueorFalse:Astrongbrandimageismoreimportantthanbrandequity.

6.TrueorFalse:Abrandauditisconductedtoevaluatetheeffectivenessofmarketingcampaigns.

7.TrueorFalse:Brandrepositioningisnecessarywhenabrand'smarketsharedecreases.

8.TrueorFalse:Brandambassadorsareonlyusedforlargeglobalbrands.

9.TrueorFalse:Abrandcharterisalegaldocumentthatoutlinesthebrand'sidentity.

10.TrueorFalse:Brandtrackingisacontinuousprocessthathelpsinmakingstrategicdecisions.

三、簡答題（每題5分，共4題）

1.Explaintheimportanceofbrandpositioninginthecontextofcompetitivemarketing.

2.Describetheroleofmarketresearchinthedevelopmentofanewproductlineforabrand.

3.Discussthechallengesfacedbybrandmanagersinmaintainingconsistencyacrossglobalmarkets.

4.Howcanbrandloyaltybemeasuredandwhataresomestrategiestoenhanceit?

四、論述題（每題10分，共2題）

1.Discusstheimpactofdigitalmarketingonbrandmanagementandhowithaschangedthetraditionalstrategiesusedbybrandmanagers.

2.Analyzetheroleofsocialmediainbuildingbrandequityanditsimplicationsforbrandmanagementinthemodernbusinessenvironment.

試卷答案如下：

一、多項選擇題（每題2分，共20題）

1.D

2.D

3.D

4.B

5.A

6.D

7.D

8.D

9.D

10.A

11.D

12.A

13.D

14.D

15.D

16.D

17.D

18.D

19.D

20.D

二、判斷題（每題2分，共10題）

1.True

2.False

3.False

4.False

5.False

6.False

7.False

8.False

9.False

10.True

三、簡答題（每題5分，共4題）

1.Brandpositioningiscrucialincompetitivemarketingasithelpstodifferentiateabrandfromitscompetitors,establishaclearidentity,andcreateauniquevaluepropositionthatresonateswiththetargetaudience.

2.Marketresearchisessentialindevelopinganewproductlineasitprovidesinsightsintocustomerneeds,preferences,andbehaviors.Ithelpsinidentifyingmarketgaps,understandingcompetition,andmakinginformeddecisionsaboutproductfeatures,pricing,andmarketingstrategies.

3.Challengesinmaintainingconsistencyacrossglobalmarketsincludeculturaldifferences,languagebarriers,regulatoryvariations,anddiverseconsumerpreferences.Brandmanagersmustadapttheirstrategiestolocalmarketswhilemaintainingacohesiveglobalbrandimage.

4.Brandloyaltycanbemeasuredthroughcustomerretentionrates,repeatpurchases,positiveword-of-mouth,andcustomersatisfactionsurveys.Strategiestoenhanceloyaltyincludepersonalizedcus