Exam 11: Developing and Managing Brand and Product Strategies

A category manager attempts to maximize sales for a retailer by overseeing an entire product line.

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -A brand for which the owner claims exclusive legal protection has a _____.

In Young & Rubicam's Brand Asset Valuator model, what is the extent of consumer awareness of a brand and the understanding of what the good or service represents called?

The makers of Sucrets throat lozenges recently changed from a traditional "little metal box" packaging to a plastic bubble-pack that is the same physical size as the tin box. What is a potential danger of this decision?

Some firms register a brand name before they have manufactured the product in order to prevent competitors from using the name.

Match each item to the statement or sentence listed below. a.brand b.brand preference c.brand insistence d.generic product e.family brand f.brand equity g.category management h.trademark i.brand extension j.consumer innovator k.diffusion process l.captive brands m.trade dress n.product liability o.brand name p.private brand q.brand manager r.cannibalization s.product liability t.brand mark u.label -The term _____ refers to the visual components that contribute to the overall look of a brand.

At what level of brand loyalty is advertising often used heavily to promote a product?

What is a trade name?

At what level of brand loyalty are consumers at when they rely on previous experiences with the product when choosing it, if available, over competitors' products?

Brand insistence, the ultimate stage in brand loyalty, leads consumers to refuse alternatives and to search extensively for the desired merchandise.

When a company authorizes another organization to use its brand name, the company is practising brand diversification.

Virtually all new products, regardless of cost or complexity, are subjected to a test-marketing program.

In Young & Rubicam's BrandAsset Valuator model, what is the dimension of a brand personality that is a combination of perceived quality and consumer perceptions about its growing or declining popularity?

When Microsoft introduced the latest edition of Age of Empires III, it provided a free download of one of the game scenarios. What was Microsoft increasing by adding this link to its website?

What type of brand is Colgate toothpaste an example of?

A promotional campaign for a family brand does not benefit all products in the line.

Which of the following is NOT an aspect or dimension of Young & Rubicam's Brand Asset Valuator model?

What is a characteristic of a good brand name?

Family brands can be used effectively for any product, regardless of type, price, or quality.

Distinguish between a brand and a trademark.