Question 1

In the early stages of a brand's life, the marketing objective is to create

Accepted Answer

A)  brand recognition. 
B)  brand preference. 
C)  brand loyalty. 
D)  brand insistence. 
E)  brand equity. 
A)  brand recognition. 
B)  brand preference. 
C)  brand loyalty. 
D)  brand insistence. 
E)  brand equity.

Question 2

All of the following are benefits of branding, EXCEPT

Accepted Answer

A)  Brands allow consumers to make informed decisions by distinguishing products. 
B)  Brand name suggests a level of quality. 
C)  Brand name means products are cheaper. 
D)  Brands give products a "personality." 
E)  There can be psychological rewards for possessing brands. 
A)  Brands allow consumers to make informed decisions by distinguishing products. 
B)  Brand name suggests a level of quality. 
C)  Brand name means products are cheaper. 
D)  Brands give products a "personality." 
E)  There can be psychological rewards for possessing brands.

Question 3

When Jeep runs advertising showing young, urban professionals driving a luxury vehicle in the outdoors, they were engaging in lifestyle positioning.

Accepted Answer

A) True 
 B)False

Question 4

List the three stages of brand loyalty, giving examples of each stage to show the difference among the stages.

Accepted Answer

Brand recognition (awareness),

Question 5

A marketing strategy that stresses newness (based on a commitment to research and development) as a means of differentiating a company or a brand from competing companies and brands is called

Accepted Answer

A)  lifestyle positioning. 
B)  head-on positioning. 
C)  innovation positioning. 
D)  leadership positioning. 
E)  new product positioning. 
A)  lifestyle positioning. 
B)  head-on positioning. 
C)  innovation positioning. 
D)  leadership positioning. 
E)  new product positioning.

Question 6

An innovation like a cell phone or digital camera that has an impact on society and the way we do things is a continuous innovation.

Accepted Answer

A) True 
 B)False

Question 7

PineSol recently ran an advertisement which demonstrated a housewife cleaning a floor using both PineSol and Mr. Clean (a competitive brand). The PineSol half of the floor was much cleaner, with less work. This illustrates

Accepted Answer

A)  head-on positioning. 
B)  competitive positioning. 
C)  image positioning. 
D)  leadership positioning. 
E)  value positioning. 
A)  head-on positioning. 
B)  competitive positioning. 
C)  image positioning. 
D)  leadership positioning. 
E)  value positioning.

Question 8

Evaluate the role that package design plays in building a brand's image. What is the relationship between the package design and other forms of marketing communications?

Accepted Answer

Packaging protects the product, markets

Question 9

Brands are more than physical products and services. Brands express a set of values. Explain the statement using a business example, and why it is important.

Accepted Answer

A brand can be defined as the sum of all

Question 10

What is brand equity? Discuss a brand that you think has brand equity and illustrate how this brand equity has been achieved.

Accepted Answer

Brand equity is the value (monetary or n

Question 11

A descriptive feature of a product is known as a(n)

Accepted Answer

A)  attribute. 
B)  core value. 
C)  benefit. 
D)  positioning point. 
E)  brand point. 
A)  attribute. 
B)  core value. 
C)  benefit. 
D)  positioning point. 
E)  brand point.

Question 12

What is the difference between product differentiation positioning and brand leadership positioning? Use examples to illustrate.

Accepted Answer

A product differentiation positioning st

Question 13

Canadian Tire has withstood incredible competitive pressure from big American retailers because it has a solid logo.

Accepted Answer

A) True 
 B)False

Question 14

__________ occurs when a consumer buys one brand only, postponing the purchase if the brand is not available.

Accepted Answer

A)  Brand preference 
B)  Brand recognition 
C)  Brand equity 
D)  Brand awareness 
E)  Brand insistence 
A)  Brand preference 
B)  Brand recognition 
C)  Brand equity 
D)  Brand awareness 
E)  Brand insistence

Question 15

Brand loyalty is measured in three distinct stages. In order, they are

Accepted Answer

A)  brand loyalty, brand insistence, and brand preference. 
B)  brand recognition, brand preference, and brand insistence. 
C)  brand recognition, brand insistence, and brand preference. 
D)  brand insistence, brand preference, and brand recognition. 
E)  brand loyalty, brand preference, and brand insistence. 
A)  brand loyalty, brand insistence, and brand preference. 
B)  brand recognition, brand preference, and brand insistence. 
C)  brand recognition, brand insistence, and brand preference. 
D)  brand insistence, brand preference, and brand recognition. 
E)  brand loyalty, brand preference, and brand insistence.

Question 16

A good package serves four functions: it __________ the product, __________ the Dove Men+Care offers convenience to consumers, and is environmentally friendly.

Accepted Answer

A)  advertises, markets 
B)  protects, sells 
C)  sells, markets 
D)  protects, markets 
E)  sells, helps locate 
A)  advertises, markets 
B)  protects, sells 
C)  sells, markets 
D)  protects, markets 
E)  sells, helps locate

Question 17

The degree of consumer attachment to a particular brand is called

Accepted Answer

A)  branding. 
B)  brand recognition. 
C)  brand insistence. 
D)  brand preference. 
E)  brand loyalty. 
A)  branding. 
B)  brand recognition. 
C)  brand insistence. 
D)  brand preference. 
E)  brand loyalty.

Question 18

The key for any brand is to be perceived as offering something

Accepted Answer

A)  inexpensive. 
B)  common. 
C)  sophisticated. 
D)  superior. 
E)  unique. 
A)  inexpensive. 
B)  common. 
C)  sophisticated. 
D)  superior. 
E)  unique.

Question 19

The Nike "swoosh" is an example of a

Accepted Answer

A)  logo. 
B)  brand name. 
C)  brand mark. 
D)  both A and B 
E)  both B and C 
A)  logo. 
B)  brand name. 
C)  brand mark. 
D)  both A and B 
E)  both B and C

Question 20

Decisions must be made about how to employ various brand elements to aid with brand equity.

Accepted Answer

A) True 
 B)False

In the early stages of a brand's life, the marketing objective is to create

All of the following are benefits of branding, EXCEPT

When Jeep runs advertising showing young, urban professionals driving a luxury vehicle in the outdoors, they were engaging in lifestyle positioning.

List the three stages of brand loyalty, giving examples of each stage to show the difference among the stages.

A marketing strategy that stresses newness (based on a commitment to research and development) as a means of differentiating a company or a brand from competing companies and brands is called

An innovation like a cell phone or digital camera that has an impact on society and the way we do things is a continuous innovation.

PineSol recently ran an advertisement which demonstrated a housewife cleaning a floor using both PineSol and Mr. Clean (a competitive brand). The PineSol half of the floor was much cleaner, with less work. This illustrates

Evaluate the role that package design plays in building a brand's image. What is the relationship between the package design and other forms of marketing communications?

Brands are more than physical products and services. Brands express a set of values. Explain the statement using a business example, and why it is important.

What is brand equity? Discuss a brand that you think has brand equity and illustrate how this brand equity has been achieved.

A descriptive feature of a product is known as a(n)

What is the difference between product differentiation positioning and brand leadership positioning? Use examples to illustrate.

Canadian Tire has withstood incredible competitive pressure from big American retailers because it has a solid logo.

__________ occurs when a consumer buys one brand only, postponing the purchase if the brand is not available.

Brand loyalty is measured in three distinct stages. In order, they are

A good package serves four functions: it the product, the Dove Men+Care offers convenience to consumers, and is environmentally friendly.

The degree of consumer attachment to a particular brand is called

The key for any brand is to be perceived as offering something

The Nike "swoosh" is an example of a

Decisions must be made about how to employ various brand elements to aid with brand equity.

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Public Relations

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters

Exam 3: Branding Strategy

In the early stages of a brand's life, the marketing objective is to create

All of the following are benefits of branding, EXCEPT

When Jeep runs advertising showing young, urban professionals driving a luxury vehicle in the outdoors, they were engaging in lifestyle positioning.

List the three stages of brand loyalty, giving examples of each stage to show the difference among the stages.

A marketing strategy that stresses newness (based on a commitment to research and development) as a means of differentiating a company or a brand from competing companies and brands is called

An innovation like a cell phone or digital camera that has an impact on society and the way we do things is a continuous innovation.

PineSol recently ran an advertisement which demonstrated a housewife cleaning a floor using both PineSol and Mr. Clean (a competitive brand). The PineSol half of the floor was much cleaner, with less work. This illustrates

Evaluate the role that package design plays in building a brand's image. What is the relationship between the package design and other forms of marketing communications?

Brands are more than physical products and services. Brands express a set of values. Explain the statement using a business example, and why it is important.

What is brand equity? Discuss a brand that you think has brand equity and illustrate how this brand equity has been achieved.

A descriptive feature of a product is known as a(n)

What is the difference between product differentiation positioning and brand leadership positioning? Use examples to illustrate.

Canadian Tire has withstood incredible competitive pressure from big American retailers because it has a solid logo.

__________ occurs when a consumer buys one brand only, postponing the purchase if the brand is not available.

Brand loyalty is measured in three distinct stages. In order, they are

A good package serves four functions: it __________ the product, __________ the Dove Men+Care offers convenience to consumers, and is environmentally friendly.

The degree of consumer attachment to a particular brand is called

The key for any brand is to be perceived as offering something

The Nike "swoosh" is an example of a

Decisions must be made about how to employ various brand elements to aid with brand equity.

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Planning for Online and Interactive Communications

Sales Promotion

Public Relations

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters

A good package serves four functions: it the product, the Dove Men+Care offers convenience to consumers, and is environmentally friendly.