Question 1

A few years ago, which major nonprofit undertook a major organization-wide effort to reposition its brand because research found the agency was viewed as "like a stodgy old man?"

Accepted Answer

A)  The United Way 
B)  The American Heart Association 
C)  Office of National Drug Control Policy 
D)  Habitat for Humanity 
E)  The American Cancer Society 
A)  The United Way 
B)  The American Heart Association 
C)  Office of National Drug Control Policy 
D)  Habitat for Humanity 
E)  The American Cancer Society E

Question 2

What are the nine important brand concerns upon which nonprofits must focus (according to Keller)?

Accepted Answer

Does the brand have sufficient salience?
Does the brand have a fuzzy image?
Does the brand achieve "points of parity?
Does the brand have a reality problem or a perception problem?
Nonprofits must track both perceptions and feelings with regard to the brand - are they doing that?
Did the nonprofit find a "brand champion" to support the brand internally?
Does the nonprofit make sure that everyone is "singing the same song" - ensuring both internal and external branding communication?
To strengthen and focus the brand does the nonprofit use - when resources permit - a branding specialist to help the organization maximize its investment in the brand?
Does the nonprofit continuously monitor the branding program and make changes when needed?

Question 3

Which of the following is a finding that British researchers identified as a reason why nonprofit brands do so well in the trust dimension?

Accepted Answer

A)  Nonprofits are spending lots of money on branding - more than some for profit organizations 
B)  Nonprofits deal with simple, logical value propositions equally apparent to all 
C)  The nonprofit organizations' missions are of high social value 
D)  Branding increases budgets of nonprofits, and people trust wealthy organizations 
E)  Nonprofits are inherently differentiated, so branding works easily 
A)  Nonprofits are spending lots of money on branding - more than some for profit organizations 
B)  Nonprofits deal with simple, logical value propositions equally apparent to all 
C)  The nonprofit organizations' missions are of high social value 
D)  Branding increases budgets of nonprofits, and people trust wealthy organizations 
E)  Nonprofits are inherently differentiated, so branding works easily C

Question 4

The typography for a symphony orchestra's logo would most logically be:

Accepted Answer

A)  Whimsical 
B)  Child-like 
C)  Bold 
D)  Elegant 
E)  Small script 
A)  Whimsical 
B)  Child-like 
C)  Bold 
D)  Elegant 
E)  Small script

Question 5

Explain both sides of the argument - for and against - branding in a nonprofit

Accepted Answer

For:
Creates name recognition to aid in

Question 6

What are the detailed elements of building a brand?

Accepted Answer

.The Brand Name
.The Logo
.The

Question 7

A good example of a "campaign brand" as opposed to an organization brand is

Accepted Answer

A)  The World Wildlife Fund's Saving Endangered Species campaign 
B)  The American Legacy Foundation's Truth Campaign 
C)  Greenpeace's Ships at Sea Whale Protection campaign 
D)  Amnesty International's Make Some Noise - Save Darfur campaign 
E)  Oxfam's Make Trade Fair campaign 
A)  The World Wildlife Fund's Saving Endangered Species campaign 
B)  The American Legacy Foundation's Truth Campaign 
C)  Greenpeace's Ships at Sea Whale Protection campaign 
D)  Amnesty International's Make Some Noise - Save Darfur campaign 
E)  Oxfam's Make Trade Fair campaign

Question 8

To be successful, a brand must have - above all -

Accepted Answer

A)  A good logo 
B)  A spokesperson who is widely recognized 
C)  Distinctiveness 
D)  A branding specialist either employed or hired as a consultant 
E)  A basis in quantitative research 
A)  A good logo 
B)  A spokesperson who is widely recognized 
C)  Distinctiveness 
D)  A branding specialist either employed or hired as a consultant 
E)  A basis in quantitative research

Question 9

Identify the steps to building a brand.

Accepted Answer

(1) Decide on what you want the brand to

Question 10

A good example of a brand slogan for a local hospital would be

Accepted Answer

A)  Leading the way in healthcare 
B)  Caring for the people of Johnson County 
C)  People helping People 
D)  The country's leading hospital 
E)  The power to make you better 
A)  Leading the way in healthcare 
B)  Caring for the people of Johnson County 
C)  People helping People 
D)  The country's leading hospital 
E)  The power to make you better

Question 11

A staff member who gives the impression that he or she is impatient to get to the next call is an indication of a nonprofit's failure to:

Accepted Answer

A)  Live the brand 
B)  Invest in branding 
C)  Advertise the brand 
D)  Establish a symbol for the brand 
E)  Brand a campaign instead of the organization 
A)  Live the brand 
B)  Invest in branding 
C)  Advertise the brand 
D)  Establish a symbol for the brand 
E)  Brand a campaign instead of the organization

Question 12

What are the reasons that British researchers believe that nonprofits do so well on the trust dimension?

Accepted Answer

Target audiences are less suspicious of

Question 13

The "step" in creating or repositioning a nonprofit brand which seeks to reveal the most important dimensions and where each competitor stands in the minds of various target audience's perception of the competitive "space" is:

Accepted Answer

A)  Conduct quantitative research 
B)  Decide on the purpose of the brand and who are key audiences 
C)  Conduct qualitative research 
D)  Develop and pre-test an integrated strategy 
E)  Assess brand promise and current positioning 
A)  Conduct quantitative research 
B)  Decide on the purpose of the brand and who are key audiences 
C)  Conduct qualitative research 
D)  Develop and pre-test an integrated strategy 
E)  Assess brand promise and current positioning

Question 14

Branding a nonprofit organization and programs adds value because

Accepted Answer

A)  Costs are lower and neglected market segments are reached 
B)  It serves as shorthand for the organization and its various offerings. 
C)  it reduces the risks in communicating information 
D)  it guarantees a certain donor base 
E)  It is easy and inexpensive to do 
A)  Costs are lower and neglected market segments are reached 
B)  It serves as shorthand for the organization and its various offerings. 
C)  it reduces the risks in communicating information 
D)  it guarantees a certain donor base 
E)  It is easy and inexpensive to do

A few years ago, which major nonprofit undertook a major organization-wide effort to reposition its brand because research found the agency was viewed as "like a stodgy old man?"

What are the nine important brand concerns upon which nonprofits must focus (according to Keller)?

Which of the following is a finding that British researchers identified as a reason why nonprofit brands do so well in the trust dimension?

The typography for a symphony orchestra's logo would most logically be:

Explain both sides of the argument - for and against - branding in a nonprofit

What are the detailed elements of building a brand?

A good example of a "campaign brand" as opposed to an organization brand is

To be successful, a brand must have - above all -

Identify the steps to building a brand.

A good example of a brand slogan for a local hospital would be

A staff member who gives the impression that he or she is impatient to get to the next call is an indication of a nonprofit's failure to:

What are the reasons that British researchers believe that nonprofits do so well on the trust dimension?

The "step" in creating or repositioning a nonprofit brand which seeks to reveal the most important dimensions and where each competitor stands in the minds of various target audience's perception of the competitive "space" is:

Branding a nonprofit organization and programs adds value because

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters

Exam 7: Branding

A few years ago, which major nonprofit undertook a major organization-wide effort to reposition its brand because research found the agency was viewed as "like a stodgy old man?"

What are the nine important brand concerns upon which nonprofits must focus (according to Keller)?

Which of the following is a finding that British researchers identified as a reason why nonprofit brands do so well in the trust dimension?

The typography for a symphony orchestra's logo would most logically be:

Explain both sides of the argument - for and against - branding in a nonprofit

What are the detailed elements of building a brand?

A good example of a "campaign brand" as opposed to an organization brand is

To be successful, a brand must have - above all -

Identify the steps to building a brand.

A good example of a brand slogan for a local hospital would be

A staff member who gives the impression that he or she is impatient to get to the next call is an indication of a nonprofit's failure to:

What are the reasons that British researchers believe that nonprofits do so well on the trust dimension?

The "step" in creating or repositioning a nonprofit brand which seeks to reveal the most important dimensions and where each competitor stands in the minds of various target audience's perception of the competitive "space" is:

Branding a nonprofit organization and programs adds value because

The Growth and Development of Nonprofit Marketing

Developing a Customer-Centered Mindset

Strategic Marketing Planning

Understanding Consumer Behavior

Acquiring and Using Marketing Information

Segmentation, Positioning, and Branding

Managing the Organizationâs Offerings

Developing and Launching New Offerings

Managing Perceived Costs

Facilitating Marketing Behaviors

Formulating Communications Strategies

Managing Communications: Advertising and Personal Persuasion

Managing Public Media and Public Advocacy

Generating Funds

Attracting Human Resources: Staff, Volunteers, and Boards

Working With the Private Sector

Organizing for Implementation

Marketing Evaluation, Monitoring, and Control

Comprehensive Exploration of Nonprofit Marketing

Filters