Test Bank

Chapter 6: Branding

Multiple Choice

1. You are a PR professional kicking off a major campaign for a client. Two of your colleagues from marketing and advertising walk up to you and say, “We usually handle the branding part of the campaign. Why don’t you just leave that to us?” What is your best response?

a. They should be reported to your supervisor for not “staying in their lane.”

b. They are incorrect; branding has a natural connection to public relations.

c. They are correct; branding is taught this way in university programs.

d. They might be correct; you’ll need to check with your supervisor.

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Application

Answer Location: What Is Branding?

Difficulty Level: Hard

2. What is the best term to describe branding?

a. outbound communications

b. a two-way street

c. strategic promotion

d. advertising

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Knowledge

Answer Location: What Is Branding?

Difficulty Level: Easy

3. In addition to principles of advertising, marketing, and public relations, what other principles does branding follow?

a. visual design

b. management

c. formal writing

d. legal

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Comprehension

Answer Location: What Is Branding?

Difficulty Level: Medium

4. Creating strong brand pillars is all about ______.

a. elevating the brand’s overall stature

b. making sure all aspects are equally strong

c. designing separate “silos” for each appeal

d. separating the brand from its competitors

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Analysis

Answer Location: What Is Branding?

Difficulty Level: Medium

5. In public relations, brands are ______ and ______ in various ways.

a. ignited; extinguished

b. created; supported

c. supported; ended

d. loved; hated

Learning Objective: 6-2: Know how brands are created and supported.

Cognitive Domain: Knowledge

Answer Location: Supporting a Brand for a Client

Difficulty Level: Easy

6. When Oreo teamed up with “Game of Thrones” it was attempting to distinguish its brand through ______.

a. video game ads

b. paid media mentions

c. social media

d. consumer testimonials

Learning Objective: 6-2: Know how brands are created and supported.

Cognitive Domain: Application

Answer Location: Oreo

Difficulty Level: Hard

7. How does Wegman’s grocery store distinguish its brand from the competition?

a. by being a “loss leader” with low prices

b. through a gourmet appeal for every item

c. by emphasizing speed and convenience

d. through appeals related to food quality

Learning Objective: 6-2: Know how brands are created and supported.

Cognitive Domain: Application

Answer Location: Wegmans

Difficulty Level: Hard

8. To find some of the best examples of personal branding, one can look to ______.

a. athletes

b. teachers

c. business leaders

d. working moms

Learning Objective: Comprehension

Cognitive Domain: 6-3: Define personal branding and its value (branding of an individual).

Answer Location: Juju Smith-Schuster and Likeable Brand

Difficulty Level: Medium

9. Contrasting personal branding approaches between Jimmy Fallon and Lilly Singh, while Fallon relies on ______, Singh focuses on ______.

a. person-to-person; social media

b. directness; brand partnerships

c. TV advertising; digital media

d. humor; love appeals

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Analysis

Answer Location: Examples of Personal Brands

Difficulty Level: Medium

10. Most of the time we focus on our client’s brands when we should also focus on our ______ brands.

a. organizational

b. political

c. personal

d. online

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Comprehension

Answer Location: Features of Personal Brands

Difficulty Level: Medium

11. Comparing our offline and online reputations, which of the following is true?

a. Online reputations override offline reputations.

b. Neither one matters as much as our actions.

c. Online is now much more important.

d. Both are priceless possessions.

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Analysis

Answer Location: Features of Personal Brands

Difficulty Level: Medium

12. If you want to create a personal brand that is relevant, unique, and powerful, you first need to ask yourself ______?

a. what is unique to me

b. where are my competitive advantages

c. what is everyone else doing

d. why would someone follow me

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Application

Answer Location: What Makes You “You”

Difficulty Level: Hard

13. If you are able to gain a number of online endorsements based on your expertise and you are validated by your community, it is safe to say you have gained ______.

a. market savvy

b. technical skills

c. social capital

d. a competitive edge

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Application

Answer Location: Expertise

Difficulty Level: Hard

14. Which of the following terms relates to one’s expertise documented online by others who endorse you?

a. technical savvy

b. social proof

c. customer testimonials

d. skills mastery

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Knowledge

Answer Location: Expertise

Difficulty Level: Easy

15. Which of the following assets is key to establishing a strong personality online?

a. an upbeat and charismatic nature

b. an adaptable, funny, persona

c. keeping personal opinions to yourself

d. ability to show one’s humanity

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Knowledge

Answer Location: Personality

Difficulty Level: Easy

16. Creating and sharing quality content enables you to establish new ______ and ______.

a. relationships; partnerships

b. work approaches; best practices

c. revenue; collections

d. thoughts; feelings

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Analysis

Answer Location: Quality Content and Stories

Difficulty Level: Medium

17. If you want to successfully create and share content as a PR professional, what is one of the best vehicles to use?

a. robocalls

b. webinars

c. blogs

d. guest lectures

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Comprehension

Answer Location: Quality Content and Stories

Difficulty Level: Medium

18. In creating content, it is important to remember that ______.

a. it is all about attractive color and design

b. quality trumps quantity for audiences

c. your friends will always follow you

d. newest content equals best content

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Analysis

Answer Location: Quality Content and Stories

Difficulty Level: Medium

19. What is the overall goal of personal branding?

a. to drive audiences back to the hub of the personal brand

b. to have followers share your content as widely as possible

c. to create as many digital touchpoints as you can

d. to distinguish yourself from other personal brands

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Comprehension

Answer Location: Quality Content and Stories

Difficulty Level: Medium

20. Content that has a long shelf life is known as ______.

a. archived

b. practical

c. out of date

d. evergreen

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Knowledge

Answer Location: Quality Content and Stories

Difficulty Level: Easy

21. What is one of the core components of successful client and personal branding?

a. uncommonness

b. edginess

c. authenticity

d. originality

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Comprehension

Answer Location: What Are Best Practices for Client and Personal Branding?

Difficulty Level: Medium

22. Actor Dwayne Johnson (The Rock) loves to work out and has aligned himself with the Under Armor brand. This is an example of ______.

a. a competitive edge

b. a quality partnership

c. corporate branding

d. personal storytelling

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Application

Answer Location: Invest in quality exchanges, partnerships, and collaborations.

Difficulty Level: Hard

23. When developing a brand for your client or for yourself, who is the best spokesperson?

a. social media followers

b. a PR professional

c. the client

d. you

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Comprehension

Answer Location: Be your best spokesperson.

Difficulty Level: Medium

24. In order to effectively present yourself online, you need to make sure that ______.

a. the image accurately reflects your offline behaviors

b. you have plenty of followers to back you up

c. you have the proper hardware and software

d. your graphics and photos are well produced

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Analysis

Answer Location: Be consistent across all channels on– and offline.

Difficulty Level: Medium

25. A couple of your associates seem bent on creating online profiles that make them seem more glamorous and high-profile than they really are. As a PR professional, you are wise to tell them this violates the core principles of ______.

a. accuracy and timeliness

b. self-respect and self-esteem

c. authenticity and trust

d. online and offline presence

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Application

Answer Location: Faking it till you make it.

Difficulty Level: Hard

True/False

1. Advertising and marketing professionals are the most qualified to handle branding.

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Comprehension

Answer Location: What Is Branding?

Difficulty Level: Medium

2. Ultimately, branding is all about strategic promotion.

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Knowledge

Answer Location: What Is Branding?

Difficulty Level: Easy

3. Once a brand is created, it must also be nurtured and supported.

Learning Objective: 6-2: Know how brands are created and supported.

Cognitive Domain: Comprehension

Answer Location: Supporting a Brand for a Client

Difficulty Level: Medium

4. Politicians have tried hard to create personal brands, but have been largely unsuccessful in doing so.

Learning Objective: 6-2: Know how brands are created and supported.

Cognitive Domain: Comprehension

Answer Location: Politicians Running for Office

Difficulty Level: Medium

5. Having a personal brand may determine whether you are hired for a job.

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Knowledge

Answer Location: What Is a Personal Brand? How Do We Create Them?

Difficulty Level: Easy

6. A personal brand isn’t just for celebrities; any of us can do it.

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Comprehension

Answer Location: Defining a Personal Brand

Difficulty Level: Medium

7. Whatever we do in the offline world does not affect our reputation in the online world.

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Comprehension

Answer Location: Personal Brand Reputation

Difficulty Level: Medium

8. Your personal brand should be created by you, but it can be managed by someone else.

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Knowledge

Answer Location: What Makes You “You”

Difficulty Level: Easy

9. Social proof refers to your expertise, documented online by others.

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Comprehension

Answer Location: Expertise

Difficulty Level: Medium

10. An effective online personality means being upbeat and charismatic.

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Knowledge

Answer Location: Personality

Difficulty Level: Easy

11. If you can produce content that is credible but not consumable, you are unlikely to establish a voice and presence in the industry.

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Comprehension

Answer Location: Quality Content and Stories

Difficulty Level: Medium

12. In client and personal branding, it is acceptable to develop several different personas based on each brand.

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Knowledge

Answer Location: What Are Best Practices for Client and Personal Branding?

Difficulty Level: Easy

13. In branding, it is more important to build community and relationships than it is to focus on metrics and quantity.

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Comprehension

Answer Location: Focusing on vanity metrics, quantity, and being everywhere.

Difficulty Level: Medium

Essay

1. Think of a brand that you would enjoy creating and developing. Provide a basic definition of branding and then apply that definition to development of your brand. Be as creative and specific as you can.

Learning Objective: 6-1: Understand the concept of branding (branding of clients, corporations).

Cognitive Domain: Application

Answer Location: What Is Branding?

Difficulty Level: Hard

2. Analyze the branding success of Patagonia. What has made it succeed so well?

Learning Objective: 6-2: Know how brands are created and supported.

Cognitive Domain: Analysis

Answer Location: Patagonia

Difficulty Level: Medium

3. Differentiate personal branding from client branding.

Learning Objective: 6-3: Define personal branding and its value (branding of an individual).

Cognitive Domain: Analysis

Answer Location: Defining a Personal Brand

Difficulty Level: Medium

4. As a future PR professional, how will you apply the key tenets of branding as you work to create your own personal brand?

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Application

Answer Location: What Is a Personal Brand? How Do We Create Them?

Difficulty Level: Medium

5. Classify the major principles behind creating quality content and stories and how they work together.

Learning Objective: 6-4: Know how to create an effective personal brand.

Cognitive Domain: Analysis

Answer Location: Quality Content and Stories
Difficulty Level: Medium

6. What are the most important things to avoid when implementing client branding and personal branding, and why is it important to avoid them?

Learning Objective: 6-5: Be able to apply best practices in client branding and personal branding.

Cognitive Domain: Analysis

Answer Location: Things to Avoid

Difficulty Level: Medium