Exam 5: Building a Relevant Brand

The primary benefit of a license agreement for the licensor is the creation of a revenue stream without expenses incurred.

Corporate social responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.

Shelby believes NASCAR fans are rough,tough,blue-collar workers from the South.Shelby has formed a

What is the least likely motivation for relationship marketing in sports?

Brand management and leveraging are based on the view that a brand is

Interstate Batteries' promise of being "outrageously dependable" is an example of a(n)

Patrick,who is not a tennis fan,perceives tennis as a sport that is primarily enjoyed by highly educated,wealthy women.Patrick has formed a brand association.

Advantages of brand licensing for the licensee include the following except

Laura wants to convey aggression,energy,and provocativeness.She should choose ________ for the team's primary color.

Crystal is the marketing director for a football team.She plans to promote the team as having just won the Super Bowl and having the NFL's most valuable player.This approach to brand positioning is most likely based on

A brand does not have financial value for an organization since it is an intangible that cannot be inventoried.

Approaches to brand positioning with respect to sports include the following except

Alex wants to convey the ideas of exuberance,fun,and vitality.She should choose ________ for the team's primary color.

Mary wants to convey the ideas of simplicity,cleanliness,and purity.She should choose ________ for the team's primary color.

In choosing a brand name,contrast is desirable,but sometimes it is not achieved,such as the case with all of the teams that use Cardinals as part of their name.

Identity elements,such as a company's logo or brand name,are important from a marketing standpoint because they

Jose wants to convey the ideas of boldness and power.He should choose ________ for the team's primary color.

Explain the different brand positioning strategies that can be used by a sports brand.Give an example of each.

A well-defined brand position contains the following elements except

When a brand possesses a product feature that provides superiority over competitors,the brand positioning strategy is most likely based on