Question 1

Licensing is a legal agreement in which a brand owner (licensor)grants use of its brand name or marks to another company (licensee).

Accepted Answer

A) True 
 B)False

Question 2

Of the major sports,revenues for licensed products is highest for ________ at $2.82 billion annually.

Accepted Answer

A) National Hockey League 
B) Major League Baseball 
C) NASCAR 
D) National Football League 
A) National Hockey League 
B) Major League Baseball 
C) NASCAR 
D) National Football League

Question 3

A representation of thoughts or mental associations that people hold for a branded product or service is the

Accepted Answer

A) brand mark 
B) brand image 
C) brand identity 
D) brand association 
A) brand mark 
B) brand image 
C) brand identity 
D) brand association

Question 4

The overarching strategy in managing a brand for growth is the development of

Accepted Answer

A) brand equity 
B) brand image 
C) brand position 
D) brand identity 
A) brand equity 
B) brand image 
C) brand position 
D) brand identity

Question 5

Mascots are an important element of many sports teams so it is most important when creating or designing the team's ________ that marketers take into consideration the need to create a mascot that fits.

Accepted Answer

A) logo 
B) brand character 
C) brand name 
D) colors 
A) logo 
B) brand character 
C) brand name 
D) colors

Question 6

One of the payoffs of building brand equity is growth opportunities in the form of adding new products that share a connection with the core brand.

Accepted Answer

A) True 
 B)False

Question 7

Brand identity is

Accepted Answer

A) thoughts or mental associations that people have for a particular brand 
B) thoughts that reside in the minds of consumers based on past experiences,existing knowledge,and marketing communications 
C) made up of associations that a marketer aspires to project or communicate to its target market 
D) thoughts or perceptions people have toward people and objects 
A) thoughts or mental associations that people have for a particular brand 
B) thoughts that reside in the minds of consumers based on past experiences,existing knowledge,and marketing communications 
C) made up of associations that a marketer aspires to project or communicate to its target market 
D) thoughts or perceptions people have toward people and objects

Question 8

Forms of communication other than words that are used to communicate brand identity are known as

Accepted Answer

A) brand associations 
B) brand marks 
C) brand images 
D) brand promises 
A) brand associations 
B) brand marks 
C) brand images 
D) brand promises

Question 9

Brands serve the following purposes or roles except

Accepted Answer

A) identity 
B) experience 
C) relationship 
D) promise 
A) identity 
B) experience 
C) relationship 
D) promise

Question 10

Which of the following is a brand element that serves as a mental shortcut to associate a product with its owner?

Accepted Answer

A) promise 
B) website 
C) logo 
D) print ad 
A) promise 
B) website 
C) logo 
D) print ad

Question 11

Advantages of brand licensing for the licensor include the following except

Accepted Answer

A) creating a revenue stream 
B) forming brand advertising 
C) growing a product line 
D) protecting a sports property's assets 
A) creating a revenue stream 
B) forming brand advertising 
C) growing a product line 
D) protecting a sports property's assets

Question 12

For sports teams,another consideration for creating a logo is if a mascot can be created that will fit well with the logo.

Accepted Answer

A) True 
 B)False

Question 13

Brand equity consists of the following elements except

Accepted Answer

A) brand position 
B) brand marks 
C) brand extensions 
D) licensing 
A) brand position 
B) brand marks 
C) brand extensions 
D) licensing

Question 14

A good logo meets all of the following criteria except

Accepted Answer

A) looking attractive across a variety of media 
B) being easy to modify as consumer tastes change 
C) relating to the sports property it represents 
D) being unique enough to differentiate a brand 
A) looking attractive across a variety of media 
B) being easy to modify as consumer tastes change 
C) relating to the sports property it represents 
D) being unique enough to differentiate a brand

Question 15

Pricing decisions should be made prior to defining the brand position.

Accepted Answer

A) True 
 B)False

Question 16

Benefits of brand extensions include the following except

Accepted Answer

A) meeting competitors' offers 
B) expanding customer base 
C) preventing market share erosion 
D) energizing a brand 
A) meeting competitors' offers 
B) expanding customer base 
C) preventing market share erosion 
D) energizing a brand

Question 17

When the Women's NBA located a team in Phoenix,they wanted a name that would illustrate ________,so they chose the name Mercury.The NBA team has the name of Suns.

Accepted Answer

A) trendiness 
B) recognizability 
C) fit 
D) contrast 
A) trendiness 
B) recognizability 
C) fit 
D) contrast

Question 18

Discuss the unique situations faced by sports in terms of brand makeover and relocation.

Accepted Answer

Sports brands may need to modify their i

Question 19

Sean is the marketing director for a college sports program.He wants to market the programs as "entertainment" rather than "sports." This is an example of which component of a brand positioning statement?

Accepted Answer

A) the business or category in which the brand competes 
B) the target market 
C) the marketing activities that will be used to communicate with the target market 
D) the advantage or point of difference that will resonate with the target market 
A) the business or category in which the brand competes 
B) the target market 
C) the marketing activities that will be used to communicate with the target market 
D) the advantage or point of difference that will resonate with the target market

Question 20

Sara wants to convey the ideas of sophistication,royalty,and mystery.She should choose ________ for the team's primary color.

Accepted Answer

A) blue 
B) purple 
C) black 
D) white 
A) blue 
B) purple 
C) black 
D) white

Licensing is a legal agreement in which a brand owner (licensor)grants use of its brand name or marks to another company (licensee).

Of the major sports,revenues for licensed products is highest for ________ at $2.82 billion annually.

A representation of thoughts or mental associations that people hold for a branded product or service is the

The overarching strategy in managing a brand for growth is the development of

Mascots are an important element of many sports teams so it is most important when creating or designing the team's ________ that marketers take into consideration the need to create a mascot that fits.

One of the payoffs of building brand equity is growth opportunities in the form of adding new products that share a connection with the core brand.

Brand identity is

Forms of communication other than words that are used to communicate brand identity are known as

Brands serve the following purposes or roles except

Which of the following is a brand element that serves as a mental shortcut to associate a product with its owner?

Advantages of brand licensing for the licensor include the following except

For sports teams,another consideration for creating a logo is if a mascot can be created that will fit well with the logo.

Brand equity consists of the following elements except

A good logo meets all of the following criteria except

Pricing decisions should be made prior to defining the brand position.

Benefits of brand extensions include the following except

When the Women's NBA located a team in Phoenix,they wanted a name that would illustrate ________,so they chose the name Mercury.The NBA team has the name of Suns.

Discuss the unique situations faced by sports in terms of brand makeover and relocation.

Sean is the marketing director for a college sports program.He wants to market the programs as "entertainment" rather than "sports." This is an example of which component of a brand positioning statement?

Sara wants to convey the ideas of sophistication,royalty,and mystery.She should choose ________ for the team's primary color.

Sports Meet Marketing

Examining Sports Entertainment Consumption

Understanding the Marketing Environment

Segmenting Audiences for Sports

Defining the Product Offering

Tapping Into Passion Through Experiential Marketing

Planning the Brand Storycommunications Strategy

Creating the Brand Storycommunications Campaigns

Telling the Brand Storycommunications Channels

Leveraging Sports Brands Through Sponsorship-Linked Marketing

Measuring Sports Brands Through Sponsorship-Linked Marketing

Living the Brand Promise: Delivery of Sports Experiences

Preparing Future Sports Marketers

Filters

Exam 5: Building a Relevant Brand

Licensing is a legal agreement in which a brand owner (licensor)grants use of its brand name or marks to another company (licensee).

Of the major sports,revenues for licensed products is highest for ________ at $2.82 billion annually.

A representation of thoughts or mental associations that people hold for a branded product or service is the

The overarching strategy in managing a brand for growth is the development of

Mascots are an important element of many sports teams so it is most important when creating or designing the team's ________ that marketers take into consideration the need to create a mascot that fits.

One of the payoffs of building brand equity is growth opportunities in the form of adding new products that share a connection with the core brand.

Brand identity is

Forms of communication other than words that are used to communicate brand identity are known as

Brands serve the following purposes or roles except

Which of the following is a brand element that serves as a mental shortcut to associate a product with its owner?

Advantages of brand licensing for the licensor include the following except

For sports teams,another consideration for creating a logo is if a mascot can be created that will fit well with the logo.

Brand equity consists of the following elements except

A good logo meets all of the following criteria except

Pricing decisions should be made prior to defining the brand position.

Benefits of brand extensions include the following except

When the Women's NBA located a team in Phoenix,they wanted a name that would illustrate ________,so they chose the name Mercury.The NBA team has the name of Suns.

Discuss the unique situations faced by sports in terms of brand makeover and relocation.

Sean is the marketing director for a college sports program.He wants to market the programs as "entertainment" rather than "sports." This is an example of which component of a brand positioning statement?

Sara wants to convey the ideas of sophistication,royalty,and mystery.She should choose ________ for the team's primary color.

Sports Meet Marketing

Examining Sports Entertainment Consumption

Understanding the Marketing Environment

Segmenting Audiences for Sports

Defining the Product Offering

Tapping Into Passion Through Experiential Marketing

Planning the Brand Storycommunications Strategy

Creating the Brand Storycommunications Campaigns

Telling the Brand Storycommunications Channels

Leveraging Sports Brands Through Sponsorship-Linked Marketing

Measuring Sports Brands Through Sponsorship-Linked Marketing

Living the Brand Promise: Delivery of Sports Experiences

Preparing Future Sports Marketers

Filters