Question 1

The final step taken by a brand manager in the brand-building process is to

Accepted Answer

A)  grow and sustain brand equity. 
B)  identify target market and segmentation. 
C)  plan and implement the marketing program. 
D)  identify brand values and positioning. 
E)  measure and evaluate brand performance. 
A)  grow and sustain brand equity. 
B)  identify target market and segmentation. 
C)  plan and implement the marketing program. 
D)  identify brand values and positioning. 
E)  measure and evaluate brand performance.

Question 2

The "Pepsi-Challenge" is an example of brand leadership positioning.

Accepted Answer

A) True 
 B)False

Question 3

For many years, Volvo cars were the only cars with side air bags. This benefit which distinguishes Volvo cars from other cars is also called a

Accepted Answer

A)  positioning statement. 
B)  brand distinction. 
C)  USD. 
D)  competitive positioning statement. 
E)  unique selling point. 
A)  positioning statement. 
B)  brand distinction. 
C)  USD. 
D)  competitive positioning statement. 
E)  unique selling point.

Question 4

Peter drinks only Coca-Cola and if a particular restaurant does not serve Coca-Cola, he will not drink anything or will go to another restaurant. This is an example of

Accepted Answer

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

Question 5

The first step in the process of building a brand is:

Accepted Answer

A)  identify and establish brand values and positioning strategy. 
B)  grow and sustain brand equity. 
C)  measure and interpret brand performance. 
D)  establish a target market. 
E)  plan and implement brand marketing programs. 
A)  identify and establish brand values and positioning strategy. 
B)  grow and sustain brand equity. 
C)  measure and interpret brand performance. 
D)  establish a target market. 
E)  plan and implement brand marketing programs.

Question 6

What is brand equity? Use an example to illustrate brand equity.

Accepted Answer

Brand equity is the value of a brand to

Question 7

A brand mark or other brand element that is granted legal protection so that only the owner can use is called a

Accepted Answer

A)  trademark. 
B)  protected brand. 
C)  legal brand. 
D)  word mark. 
E)  registered trademark. 
A)  trademark. 
B)  protected brand. 
C)  legal brand. 
D)  word mark. 
E)  registered trademark.

Question 8

Packaging can play a key role in differentiating a product. Dishwashing detergent in tablet form, no-drip spouts on laundry detergent, resealed shredded cheese, are all examples of

Accepted Answer

A)  being environmentally friendly. 
B)  brand equity. 
C)  marketing the product. 
D)  providing convenience. 
E)  protecting the product. 
A)  being environmentally friendly. 
B)  brand equity. 
C)  marketing the product. 
D)  providing convenience. 
E)  protecting the product.

Question 9

The Apple "apple" with a bite taken out of it is an example of a

Accepted Answer

A)  logo. 
B)  font. 
C)  word mark. 
D)  brand image. 
E)  brand name. 
A)  logo. 
B)  font. 
C)  word mark. 
D)  brand image. 
E)  brand name.

Question 10

Define what positioning is and explain the importance of having a clearly worded positioning statement.

Accepted Answer

Positioning is the selling concept that

Question 11

The fact that Olay tells women to "love the skin you're in" and communicates the key attribute of how Olay adds moisture to protect the skin is an example of the brand's

Accepted Answer

A)  headline. 
B)  core value. 
C)  tag line. 
D)  demographic positioning. 
E)  brand equity. 
A)  headline. 
B)  core value. 
C)  tag line. 
D)  demographic positioning. 
E)  brand equity.

Question 12

Harry Rosen with the use of many exclusive products as an upscale men's clothier is very successful at using a value positioning strategy.

Accepted Answer

A) True 
 B)False

Question 13

An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n)

Accepted Answer

A)  watermark. 
B)  brand. 
C)  brand name. 
D)  advertisement. 
E)  endorsement. 
A)  watermark. 
B)  brand. 
C)  brand name. 
D)  advertisement. 
E)  endorsement.

Question 14

Hyundai recently moved to a "Modern Premium" positioning strategy with the implementation of a new advertising campaign. This is an example of a(n)

Accepted Answer

A)  lifestyle positioning. 
B)  image positioning. 
C)  head-on positioning. 
D)  repositioning. 
E)  price positioning. 
A)  lifestyle positioning. 
B)  image positioning. 
C)  head-on positioning. 
D)  repositioning. 
E)  price positioning.

Question 15

Both the Walmart and Harry Rosen brands offer the same type of positioning strategy. They are examples of

Accepted Answer

A)  comparative positioning. 
B)  lifestyle positioning. 
C)  leadership positioning. 
D)  price positioning. 
E)  head-on positioning. 
A)  comparative positioning. 
B)  lifestyle positioning. 
C)  leadership positioning. 
D)  price positioning. 
E)  head-on positioning.

Question 16

__________ positioning is a strategy in which one product is presented as an equal or better alternative to a competing product.

Accepted Answer

A)  Head-on 
B)  Leadership 
C)  Comparative 
D)  Innovation 
E)  both A and C 
A)  Head-on 
B)  Leadership 
C)  Comparative 
D)  Innovation 
E)  both A and C

Question 17

The most visible form of marketing communications is

Accepted Answer

A)  sales promotion. 
B)  personal selling. 
C)  interactive marketing. 
D)  advertising. 
E)  billboards. 
A)  sales promotion. 
B)  personal selling. 
C)  interactive marketing. 
D)  advertising. 
E)  billboards.

Question 18

Describe what makes a good package for a brand. Use an example to show a "good" package.

Accepted Answer

Packaging protects the product

Question 19

What are core values? Use an example to illustrate your answer.

Accepted Answer

Core values are the primary at

Question 20

Packaging is playing a diminished role in influencing purchase decisions.

Accepted Answer

A) True 
 B)False

The final step taken by a brand manager in the brand-building process is to

The "Pepsi-Challenge" is an example of brand leadership positioning.

For many years, Volvo cars were the only cars with side air bags. This benefit which distinguishes Volvo cars from other cars is also called a

Peter drinks only Coca-Cola and if a particular restaurant does not serve Coca-Cola, he will not drink anything or will go to another restaurant. This is an example of

The first step in the process of building a brand is:

What is brand equity? Use an example to illustrate brand equity.

A brand mark or other brand element that is granted legal protection so that only the owner can use is called a

Packaging can play a key role in differentiating a product. Dishwashing detergent in tablet form, no-drip spouts on laundry detergent, resealed shredded cheese, are all examples of

The Apple "apple" with a bite taken out of it is an example of a

Define what positioning is and explain the importance of having a clearly worded positioning statement.

The fact that Olay tells women to "love the skin you're in" and communicates the key attribute of how Olay adds moisture to protect the skin is an example of the brand's

Harry Rosen with the use of many exclusive products as an upscale men's clothier is very successful at using a value positioning strategy.

An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n)

Hyundai recently moved to a "Modern Premium" positioning strategy with the implementation of a new advertising campaign. This is an example of a(n)

Both the Walmart and Harry Rosen brands offer the same type of positioning strategy. They are examples of

__________ positioning is a strategy in which one product is presented as an equal or better alternative to a competing product.

The most visible form of marketing communications is

Describe what makes a good package for a brand. Use an example to show a "good" package.

What are core values? Use an example to illustrate your answer.

Packaging is playing a diminished role in influencing purchase decisions.

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

The final step taken by a brand manager in the brand-building process is to

The "Pepsi-Challenge" is an example of brand leadership positioning.

For many years, Volvo cars were the only cars with side air bags. This benefit which distinguishes Volvo cars from other cars is also called a

Peter drinks only Coca-Cola and if a particular restaurant does not serve Coca-Cola, he will not drink anything or will go to another restaurant. This is an example of

The first step in the process of building a brand is:

What is brand equity? Use an example to illustrate brand equity.

A brand mark or other brand element that is granted legal protection so that only the owner can use is called a

Packaging can play a key role in differentiating a product. Dishwashing detergent in tablet form, no-drip spouts on laundry detergent, resealed shredded cheese, are all examples of

The Apple "apple" with a bite taken out of it is an example of a

Define what positioning is and explain the importance of having a clearly worded positioning statement.

The fact that Olay tells women to "love the skin you're in" and communicates the key attribute of how Olay adds moisture to protect the skin is an example of the brand's

Harry Rosen with the use of many exclusive products as an upscale men's clothier is very successful at using a value positioning strategy.

An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n)

Hyundai recently moved to a "Modern Premium" positioning strategy with the implementation of a new advertising campaign. This is an example of a(n)

Both the Walmart and Harry Rosen brands offer the same type of positioning strategy. They are examples of

__________ positioning is a strategy in which one product is presented as an equal or better alternative to a competing product.

The most visible form of marketing communications is

Describe what makes a good package for a brand. Use an example to show a "good" package.

What are core values? Use an example to illustrate your answer.

Packaging is playing a diminished role in influencing purchase decisions.

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