Deck 9: Brand Strategy and Management

Question 1

Positioning a new chocolate bar brand as "the chocolate that forges bonds of friendship" is positioning based on _________.
product attributes
product benefits
product values and ideals
user imagery
brand equity

Answer 1

product values and ideals

Question 2

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.
service
license
market
package
brand

Answer 2

license

Question 3

According to the definition of a brand presented in your text, all of the following would be an example of a brand except _________.
the name Coca-Cola
the golden arches of McDonald's restaurants
Tony the Tiger of Frosted Flakes cereal
the sparkles in Moet et Chandon champagne
the name and font of IBM

Answer 3

the sparkles in Moet et Chandon champagne

Question 4

Which of the following is the least desirable quality for a brand name?
It should suggest something about the product's benefits and qualities.
It should be easy to pronounce, recognize, and remember.
The name should be a long word to get attention.
The name should translate easily into foreign languages.
It should be distinctive.

Question 5

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
desirable benefit
good packaging
service inseparability
strong beliefs and values
customer image

Question 6

An increasing number of retailers and wholesalers have created their own ________, also called store brands.
unsought products
private brands
specialty products
service variability
shopping products

Question 7

Young & Rubicam measures brand strength along all of the following dimensions except __________.
differentiation
relevance
knowledge
equity
esteem

Question 8

Which of the following is a manufacturer's brand sponsorship option for a product?
Subliminal brand
Multibrand
Public brand
Licensed brand
Solo-branding

Question 9

According to brand positioning theory, which of the following positions would likely resonate best with customers?
the chocolate bar with the most cocoa powder
the chocolate bar with the fewest calories
the chocolate that forges bonds of friendship
the chocolate bar that can break into 5 pieces
the thinnest chocolate bar

Question 10

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates.A powerful brand is important, but what it really represents is a set of loyal consumers.
the customer mix
customer equity
line equity
service variability
the service encounter

Question 11

Positioning a new chocolate bar brand as "the chocolate bar with the fewest calories" is positioning based on ________.
product attributes
product benefits
product values and ideals
user imagery
brand equity

Question 12

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own.
brand extension
brand equity
co-branding
internal marketing
line extension

Question 13

________ occurs when two established brand names of different companies are used on the same product.
A brand extension
Brand equity
Co-branding
Internal marketing
Cannibalization

Question 14

Positioning a new chocolate bar brand as "the chocolate bar with the most cocoa powder" is positioning based on _________.
product attributes
product benefits
product values and ideals
user imagery
brand equity

Question 15

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?
interactive marketing
internal marketing
product attributes
strong beliefs and values
added service

Question 16

Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?
brand differentiation
brand depth
brand valuation
brand equity
brand personality

Question 17

A key element in a company's relationship with consumers, a ________ has personality, so it involves our emotions as consumers.
product line
product experience
brand
service
product attribute

Question 18

In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.
national; manufacturer's
store; private
national; private
store; licensed
private; distributor

Question 19

Which of the following is an advantage offered by co-branding?
Manufacturers do not have to invest in creating their own brand names.
Retailers have exclusive products that cannot be purchased from competitors.
A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
Advertising, sales, promotion, and marketing must be carefully coordinated.
Brand equity is stabilized.

Question 20

Which of the following best describes what a brand is?
a physical product
a specialty product
a logo
a corporate identity
an idea

Question 21

Thanks to the rise in popularity of social media customers are beginning to tell stories about their favourite brands.This is an example of ________.
selling out
brand advocacy
solicitation
mixed messaging
computerization

Question 22

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavours, forms, colours, ingredients, or package sizes.
A line extension
A product mix
Interactive marketing
Service variability
Service intangibility

Question 23

In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty.This is an example of __________.
licensing
ingredient branding
brand extension
mega branding
a brand touchpoint

Question 24

Companies will often partner with filmmakers, musicians and artists to create brand context.This is an example of ________.
branded entertainment
line extensions
brand widening behaviours
product mix
brand meaning

Question 25

In order to be recognizable brand images and logos need to be ________.
brightly coloured
large
consistent and exact
detailed
simple

Question 26

The words "Coca-Cola", the unique shape of the bottle and the wave shaped symbol are all examples of a ________.
trademark
marketing mix
touchpoint
product
brand

Question 27

Branding helps consumers in many ways.Which of the following is definitely one way?
Brand names help customers to see which products cost more.
Brand names help customers look cooler than their friends.
Brand names help customers to be trendy.
Brand names help customers identify products that might benefit them.
Brand names help customers find better sales.

Question 28

Jerry recently bought a Sony Bravia HD television.He first heard about the TV through an advertisement and later talked to a friend who has one and recommended it.These are examples of ________.
solicitations
line extensions
touchpoints
product mix
word-of-mouth elements

Question 29

Consumers view a brand as an important part of a product and branding can add ________.
costs
value
layers
depth
elements

Question 30

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.
marketing experience
line extensions
brand experience
product mix
word-of-mouth elements

Question 31

A ________ is a name, term, sign, symbol or design that identifies the maker or seller of a product or service.
brand
line extension
touchpoint
label
package

Question 32

A consumer just bought a new smartphone game called "Hippy Monster" from his favourite app retailer.Which of the following is not a touchpoint for his brand experience?
a friend telling him about Hippy Monster
downloading the game
buying the game from the app store
the creation of the programming team to create Hippy Monster
playing the game

Question 33

Brand managers are responsible for, and to manage, a brand.An example of a questions brand managers continually ask is ________.
Is our brand profitable?
Should we sign up celebrities like Neil Young or Nelly Furtado as our spokespeople?
What is our competitive advantage?
How can we increase sales?
Does our brand excel at delivering benefits that customers truly value?

Question 34

Brand advocacy begins with ________.
payment
an idea
a touchpoint
trust
a computer

Question 35

A ________ involves the use of a successful brand name to launch new or modified products in a new category.
line extension
product line
brand extension
private brand
brand symbol

Question 36

Trademarks are useful because customers _________ them.
expect
pay for
trust
mistrust
define

Question 37

A company has four choices when it comes to developing brands.Which is definitely one of those choices?
line inversion
brand extension
multibrands
width and depth perception
international brands

Question 38

Which of the following is a potential drawback of multibranding?
Consumers may become confused about the image of the main brand.
An overextended brand name might lose its specific meaning for consumers.
Different product features can appeal to consumers with different buying motives.
The company's resources may be spread over too many brands.
The company can occupy more retail shelf space.

Question 39

Hershey's Kisses and Breyers Ice Cream lending their names to create a new 2L ice cream product is an example of __________.
brand advocacy
co-branding
megabranding
brand equity
a brand touchpoint

Question 40

Branding helps sellers.The following is definitely an example of this help.
Brand names provide legal protection for unique product features.
Brand names provide guarantees that consumers will spend their money.
Brand names are easy to sell.
Brand names work for everyone.
Brand names provide advertising.

Question 41

A great ________ absolutely requires a strong, memorable name.
company
product
brand
promotion
service

Question 42

When choosing a brand name, the process begins with ________.
an analysis of the competition
a careful review of the product and its benefits
touchpoints of consumers
identifying absolute advantage
budget size

Question 43

It is the ___________ job to create and communicate stories about their brand.
management's
salesperson's
brand marketer's
owner's
spokesperson's

Question 44

A ________ is created and owned by a reseller of a product or service.
advertising strategy
private brand
sales force
national brand
customer appreciation campaign

Question 45

Today's style is to build brands around names that ________.
are quirky
are imaginary
are international
have real meaning
make good jingles

Question 46

Brand managers often describe their brands using the same kinds of adjectives typically used for people.Words like: traditional, youthful, sophisticated, reliable.These managers are trying to build brand ________.
profit
extensions
personality
evaluations
word-of-mouth

Question 47

Sometimes a company will take a brand name from ________.
the competition
the past
the future
the present
corporate intel

Question 48

Besides a logo, name and icon brands also have ________.
personality, status and value.
legal implications, and trust accounts
profit
public relations
exclusive power over customers

Question 49

Some companies like Godiva, Starbucks, Apple, and Victoria's Secret rely less on a product's tangible attributes and more on creating ________.
advertisements
promotions
public relations campaigns
touch points
surprise, passion, and excitement.

Question 50

The skillful use of marketing can turn a person's name into a powerhouse brand.This is an example of ________.
solicitation
public relations
people as brands
product mix
marketing principles

Question 51

Store brands are ___________ than national brands.
growing much faster
growing much slower
declining much faster
declining much slower
growing about the same

Question 52

Rather than simply posing with a product, many professional athletes today have become ________.
rich
powerful
conceited
their own brands
overbranded

Question 53

The main branding strategy decision by the marketing manager is which of the following?
brand name selection
brand placement
brand product
brand people
brand price

Question 54

In the long run, national brands must invest in __________ to bring out new brands, new features, and continuous quality improvements.
research and development
subsidiaries
gimmicks
logistical solutions
advertising

Question 55

A _________ is created and owned by the manufacturer of a product or service.
advertising strategy
private brand
sales force
national brand
customer appreciation campaign

Question 56

Once chosen the brand name must be ________.
sold
protected
shared
exploited
saved

Question 57

A brand can be better positioned by associating its name with a ________.
legal contract
desirable benefit
monopoly
customer
partner

Question 58

Brands occupy a level of social regard with respect to one another.We consider a Rolls-Royce or Bentley car differently than a Chevrolet or Hyundai.This is an example of brand ________.
status
price
touchpoints
value
equity

Question 59

__________ is universally one of the most effective ways to create brand advocates.
Having contests
Writing blogs
Creating advertisements
Paying people
Understanding and solving problems

Question 60

Coca-Cola, IBM and Microsoft are all examples of ________ while Thompson Reuter, TD and RBC are all examples of ________.
global brands, Canadian brands
multinationals, nationals
computer companies, banks
well known brands, unknown brands
large caps, small caps

Question 61

Co-branding has many limitations.Which of the following is definitely one of them?
customer complaints
complex legal contracts
competition envy
partner distraction
ease of use limitations

Question 62

According to your text, perhaps the most important task of the brand manager is the management of ________.
money
people
touchpoints
communications about the brand
story seeding

Question 63

A number of top selling retail toys are products that are based on television shows and movies.These are examples of ________.
licensing
product extensions
word of mouth sales
exploitations
top down production

Question 64

BMW was the first company to create branded entertainment in the form of a series of short films.In each film the star was ________.
a male
a female
from Hollywood
a BMW car
a car owner

Question 65

Many national brands have seen their market share drop in the recent recession.National brands need to improve their ________ in tough economic times.
value proposition
features
sales tactics
price
promotion

Question 66

A company might introduce a new brand, especially of they believe ________.
their sales force recommendations
their old brand is waning in popularity
their products are strong
the competition is increasing
in the power of numbers

Question 67

When a company uses film makers, artists or musicians to help sell their brands it is called ________.
a sell out
cool
effective
costly
branded entertainment

Question 68

According to the text, consumer preference isn't based on taste alone.Consumers attach ________ to brands and develop ________ that go beyond a product's physical attributes.
value, choices
meaning, relationships
benefits, alliances
labels, lists
names, icons

Question 69

Recently General Motors was on the brink of bankruptcy.One of the solutions was to deal with their problem of multibranding.What did GM do to reduce costs and increase profitability?
They cut many modest or failing brands to focus on their stronger brands.
They offered employee discounts to everyone.
They lobbied along with Chrysler for huge government bailout payments.
They sold stock to generate revenue.
They sold more cars and trucks.

Question 70

One of the many benefits to multibranding is that it ________.
uses different features to appeal to different customers
focus market penetration
increase per unit profitability
simplifies promotion
forces consumers to choose one of your many brands

Question 71

At Jeep you can now buy 7 different models; the Commander, Grand Cherokee, Compass, Patriot, Liberty, Wrangler, and Wrangler Unlimited.A risk of this over extension is that a brand ________.
loses market share
increases variable costs per unit
complicates consumer touchpoints
dominates an industry
loses its specific meaning

Question 72

Procter & Gamble recently used the Mr.Clean character on its new line of auto cleaning kits.P&G did this to increase recognition and speed consumer acceptance.This success story is a good example of ________.
promotion
customer service
research and development
brand extension
sales savvy

Question 73

Brands must be maintained by advertising, promotions and ________.
the overall brand experience
managers
sales staff
executive
intermediaries

Question 74

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster.This is a good example of ________.
branding
trademarking
advertising
product mixing
co-branding

Question 75

In recent years name and character licensing has ________.
declined slightly
declined quickly
increased quickly
increased slightly
stayed about the same

Question 76

One risk of having too many line extensions is that ________.
sales might come at the expense of other items in the line.
the competition can use your good ideas
customers buy more than they really need
intermediaries increase the throughput costs
Internet sales may decrease

Question 77

Recently Campbell's soup has developed a wide range of ethnic and religiously focussed soup varieties.This type of modification is known as ________.
product mixing
line extensions
brand extensions
promotional dilemmas
customer stratification

Question 78

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks.These are examples of ________.
branding
trademarking
copying
knock offs
licensing

Question 79

When the renowned homemaker diva Martha Stewart was convicted and jailed for illegal financial dealings it created __________ for Kmart and the Everyday Housewares brand.
no effect
some effect
negative effect
positive effect
investment opportunities

Question 80

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning ________ in favour of ________.
private brands, national brands
national brands, no names
private brands, exclusive names
national brands, private brands
no names, national brands