Question 1

For sports brands with low awareness,________ can be an instrument in building higher awareness

Accepted Answer

A) brand marks 
B) media coverage 
C) brand equity 
D) sponsorships 
A) brand marks 
B) media coverage 
C) brand equity 
D) sponsorships

Question 2

When the Houston Oilers football team moved to Nashville,it was necessary to change the brand identity because

Accepted Answer

A) retaining the current brand would be more costly than establishing a new one 
B) the Oiler brand name was not easily recognizable by the Nashville fans 
C) the Oiler brand name did not fit the Nashville market 
D) the Oiler brand name was too general 
A) retaining the current brand would be more costly than establishing a new one 
B) the Oiler brand name was not easily recognizable by the Nashville fans 
C) the Oiler brand name did not fit the Nashville market 
D) the Oiler brand name was too general

Question 3

Brand building

Accepted Answer

A) involves developing a promise that will create customer relationships 
B) is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth 
C) entails decisions such as selecting a brand name and designing marks associated with the brand,such as a logo and colors 
D) is made up of associations that a marketer aspires to project or communicate to its target market 
A) involves developing a promise that will create customer relationships 
B) is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth 
C) entails decisions such as selecting a brand name and designing marks associated with the brand,such as a logo and colors 
D) is made up of associations that a marketer aspires to project or communicate to its target market

Question 4

Being located in Arizona,the professional baseball team chose the name of Arizona Diamondbacks,using a rattlesnake as part of the logo.This is an example of the ________ characteristic of a good brand name.

Accepted Answer

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

Question 5

Adam wants to convey the ideas of health,freshness,and prestige.He should choose ________ for the team's primary color.

Accepted Answer

A) blue 
B) red 
C) green 
D) orange 
A) blue 
B) red 
C) green 
D) orange

Question 6

Erica is the marketing director for a college sports program.She wants to emphasize the value of attending college sporting events.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 7

The assets that comprise brand equity include the following except

Accepted Answer

A) brand awareness 
B) brand loyalty 
C) brand associations 
D) brand marks 
A) brand awareness 
B) brand loyalty 
C) brand associations 
D) brand marks

Question 8

The part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands is

Accepted Answer

A) brand position 
B) brand equity 
C) brand loyalty 
D) brand leveraging 
A) brand position 
B) brand equity 
C) brand loyalty 
D) brand leveraging

Question 9

Examples of brand makeovers that were necessary and were successful include the following except

Accepted Answer

A) Major League Baseball 
B) Tampa Bay Rays 
C) National Hockey League 
D) NBC Sports Network 
A) Major League Baseball 
B) Tampa Bay Rays 
C) National Hockey League 
D) NBC Sports Network

Question 10

Which of the following statements is least likely true regarding the decision to keep or change a brand identity when relocating to a new market?

Accepted Answer

A) Retaining the current brand is less costly than establishing a new one. 
B) A brand with high familarity should be considered for retention. 
C) When a team needs a fresh start,retaining the current brand makes it easier to gain new fans. 
D) Brand names that are general and applicable in the new market are appropriate to retain. 
A) Retaining the current brand is less costly than establishing a new one. 
B) A brand with high familarity should be considered for retention. 
C) When a team needs a fresh start,retaining the current brand makes it easier to gain new fans. 
D) Brand names that are general and applicable in the new market are appropriate to retain.

Question 11

For sports properties,a brand makeover may be necessary when perceptions of poor performance or quality exist.

Accepted Answer

A) True 
 B)False

Question 12

After a year of examining the Pittsburgh Penguin brand,Stellus Consulting and the Penguins derived the new brand promise,which was

Accepted Answer

A) The Pittsburgh Penguins Break Away from Boredom 
B) The Pittsburgh Penguins Steel Another Show 
C) The Pittsburgh Penguins Tough and Rough 
D) The Pittsburgh Penguins Fuel Your Desire to Break Away 
A) The Pittsburgh Penguins Break Away from Boredom 
B) The Pittsburgh Penguins Steel Another Show 
C) The Pittsburgh Penguins Tough and Rough 
D) The Pittsburgh Penguins Fuel Your Desire to Break Away

Question 13

Identify the elements of a brand position.

Accepted Answer

1.specifies the target market

Question 14

Brand positioning is a strategy to hone in on one of the following except

Accepted Answer

A) an attribute 
B) a brand mark 
C) a benefit 
D) a unique characteristic 
A) an attribute 
B) a brand mark 
C) a benefit 
D) a unique characteristic

Question 15

Brand awareness is an asset

Accepted Answer

A) developed from recognition and familiarity among consumers and sponsors 
B) that is customer-driven and is determined by a customer's desire to have a relationship with a business 
C) that reflects thoughts and perceptions people hold for a brand 
D) that reflects the logo,color,and brand marks 
A) developed from recognition and familiarity among consumers and sponsors 
B) that is customer-driven and is determined by a customer's desire to have a relationship with a business 
C) that reflects thoughts and perceptions people hold for a brand 
D) that reflects the logo,color,and brand marks

Question 16

A brand is a name,term,design,symbol or any other feature that identifies a seller's good or service.

Accepted Answer

A) True 
 B)False

Question 17

What motivations exist for sports marketers to utilize relationship marketing?

Accepted Answer

First,it costs less to retain a current

Question 18

Discuss the characteristics of good brand names and give an illustration of each.

Accepted Answer

Characteristics of good brand names are

Question 19

The Carolina Panthers are interested in cultivating a higher level of brand loyalty among their best fans.The team's marketing department should use the following strategies except

Accepted Answer

A) offering frequency or reward programs 
B) providing experiential activities 
C) making unique offers for events that are not available to the public 
D) highlighting some of the most loyal fans through media advertising 
A) offering frequency or reward programs 
B) providing experiential activities 
C) making unique offers for events that are not available to the public 
D) highlighting some of the most loyal fans through media advertising

Question 20

For sports brands,a name ideally possesses the following characteristics except

Accepted Answer

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

For sports brands with low awareness,________ can be an instrument in building higher awareness

When the Houston Oilers football team moved to Nashville,it was necessary to change the brand identity because

Brand building

Being located in Arizona,the professional baseball team chose the name of Arizona Diamondbacks,using a rattlesnake as part of the logo.This is an example of the ________ characteristic of a good brand name.

Adam wants to convey the ideas of health,freshness,and prestige.He should choose ________ for the team's primary color.

Erica is the marketing director for a college sports program.She wants to emphasize the value of attending college sporting events.This is an example of which component of a brand positioning statement?

The assets that comprise brand equity include the following except

The part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands is

Examples of brand makeovers that were necessary and were successful include the following except

Which of the following statements is least likely true regarding the decision to keep or change a brand identity when relocating to a new market?

For sports properties,a brand makeover may be necessary when perceptions of poor performance or quality exist.

After a year of examining the Pittsburgh Penguin brand,Stellus Consulting and the Penguins derived the new brand promise,which was

Identify the elements of a brand position.

Brand positioning is a strategy to hone in on one of the following except

Brand awareness is an asset

A brand is a name,term,design,symbol or any other feature that identifies a seller's good or service.

What motivations exist for sports marketers to utilize relationship marketing?

Discuss the characteristics of good brand names and give an illustration of each.

The Carolina Panthers are interested in cultivating a higher level of brand loyalty among their best fans.The team's marketing department should use the following strategies except

For sports brands,a name ideally possesses the following characteristics except

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

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Exam 5: Building a Relevant Brand

For sports brands with low awareness,________ can be an instrument in building higher awareness

When the Houston Oilers football team moved to Nashville,it was necessary to change the brand identity because

Brand building

Being located in Arizona,the professional baseball team chose the name of Arizona Diamondbacks,using a rattlesnake as part of the logo.This is an example of the ________ characteristic of a good brand name.

Adam wants to convey the ideas of health,freshness,and prestige.He should choose ________ for the team's primary color.

Erica is the marketing director for a college sports program.She wants to emphasize the value of attending college sporting events.This is an example of which component of a brand positioning statement?

The assets that comprise brand equity include the following except

The part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands is

Examples of brand makeovers that were necessary and were successful include the following except

Which of the following statements is least likely true regarding the decision to keep or change a brand identity when relocating to a new market?

For sports properties,a brand makeover may be necessary when perceptions of poor performance or quality exist.

After a year of examining the Pittsburgh Penguin brand,Stellus Consulting and the Penguins derived the new brand promise,which was

Identify the elements of a brand position.

Brand positioning is a strategy to hone in on one of the following except

Brand awareness is an asset

A brand is a name,term,design,symbol or any other feature that identifies a seller's good or service.

What motivations exist for sports marketers to utilize relationship marketing?

Discuss the characteristics of good brand names and give an illustration of each.

The Carolina Panthers are interested in cultivating a higher level of brand loyalty among their best fans.The team's marketing department should use the following strategies except

For sports brands,a name ideally possesses the following characteristics except

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