Exam 9: Build the Brand

Explain the four basic strategic decisions that help define a brand and the advantages of using each.

One advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded product that facilitates their purchase decision.

Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented hotels. Which of the following types of cobranding relationships does this exemplify?

Pierre Cardin partnered with several other product manufacturers and attached its name to a wide assortment of products including clothing, housewares, and even cosmetics. Eventually, its brand image became diluted and lost its influence as a luxury manufacturer. Which of the following disadvantages of cobranding does this example illustrate?

Warranties that offer explicit product performance promises related to components of the product are known as ________ warranties.

The federal organization that requires nutritional labeling on packages of processed food is the Food and Drug Administration.

The marketing manager of Toddles Baby Food is redesigning the package for her product. She is trying to select a color that is visually appealing and is distinctive so that her brand is easy to identify. In the context of effective packaging, the marketing manager of Toddles is focusing on ________.

The marketing manager for DRNK Spirits decided that all of the products his company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of ________ branding.

The marketing manager of Easy Peasy Vegetables is working on the package for a new line of self-steaming microwaveable vegetables. She wants the package to show a physically fit individual happily eating the product in order to connect the product to the customer. In this case, on which objective of packaging is the marketing manager focusing?

Tiffany & Company's blue-colored box is widely recognized by consumers. Which of the following roles of packaging does this exemplify?

The perceived quality of a brand enables companies to extend the product range, can lead to a price premium opportunity, and is a differentiator in the market.

All of these are package objectives EXCEPT ________.

When a company encases its product in a blister pack to protect the item, it is using the packaging to communicate its benefits.

The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.

Feather Tissues Inc. decided to change the color of its tissue box from red to blue because blue was thought to be visually pleasing to consumers at the time of purchase. The change in color represents the ________ aspect of packaging.

The three customer brand roles include conveying information about a product, educating the customer about the product, and reassuring the customer in the purchase decision.

A trademark for a product is a brand asset.

Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated, Cho chooses to purchase the national brand because she thinks it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate?

A key advantage of a brand sponsor is that loyalty is transferred from the well-known sponsor brand to the less-known brand.

A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with the brand image.