Deck 8: The Power of Branding

Question 1

Identify the advantages for a retailer of having a house brand.

Answer 1

no answer

Question 2

A distinguishing difference between a brand name and a brand mark is that a brand name:

A)creates customer loyalty.
B)consists of words.
C)identifies only one item in the product mix.
D)is registered at a patent.
E)implies an organisation's name.

Answer 2

B

Question 3

Kleenex Boutique is a brand __________ of tissues made by the Kimberly-Clark Corporation.

A)mark
B)identification
C)name
D)guarantee
E)trade name

Answer 3

C

Question 4

A brand is best defined as:

A)a registered design or symbol that may be displayed on a product or used to promote it.
B)a related group of words that describes a product.
C)a name, term, design, symbol or any other feature that identifies one marketer's product as distinct from those of other marketers.
D)a copyrighted word or group of words that gives the manufacturer exclusive ownership and the right to sell a product under that name.
E)a name of the manufacturer of a product.

Question 5

What is brand equity and what are the major elements that underlie brand equity?

Question 6

Discuss the branding policies marketers can use.What are the advantages and disadvantages of each?

Question 7

What can be done to protect a brand?

Question 8

What is brand recognition?

Question 9

Why are brand names and brand marks important to the overall success of a product?

Question 10

Discuss the issues marketers should consider when How brand names are selected and protected.Give specific examples.

Question 11

Brands provide all of the following benefits for buyers except that they do not:

A)foster brand loyalty.
B)help identify specific products.
C)help buyers evaluate the quality of products.
D)offer psychological rewards.
E)reduce perceived risk of purchase.

Question 12

McDonald's golden arches are a classic example of a:

A)brand.
B)brand symbol.
C)brand name.
D)brand mark.
E)trademark.

Question 13

What is brand loyalty? Explain the three degrees of brand loyalty.

Question 14

How do sellers benefit from the use of brand names and brand loyalty?

Question 15

Discuss the difference between a trademark and a trade name.

Question 16

What is co-branding? Explain what makes co-branding effective.

Question 17

iPad is the __________ of the tablet made by Apple Inc.

A)trade name
B)brand mark
C)trade label
D)brand
E)identifier

Question 18

The part of a brand that can be spoken, including letters, numbers and words, is the:

A)brand.
B)brand mark.
C)brand name.
D)trade name.
E)trademark.

Question 19

The Nike swoosh that is prominent on all of the firm's packaging, products and advertising is a:

A)trade character.
B)brand.
C)trade name.
D)brand mark.
E)brand design.

Question 20

Healthy Choice is a __________ manufactured by McCain, which is a __________.

A)brand mark; trade name
B)brand name; trade name
C)trade name; brand
D)brand name; trademark
E)brand mark; trademark

Question 21

The full and legal name of an organisation is called the:

A)trademark.
B)legal title.
C)organisational name.
D)brand name.
E)trade name.

Question 22

A trademark signifies:

A)that the owner has exclusive use of a brand and others are prohibited from using it.
B)that a product was manufactured by a particular company.
C)the full and legal name of an organisation.
D)the level of quality of a product based on its legally protected rights.
E)the inventive use of a brand name or brand mark to identify a company's products.

Question 23

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's __________ than an unfamiliar brand.

A)inept set
B)loyalty set
C)preference group
D)brand group
E)consideration set

Question 24

Elements that help create brand equity include all of the following except brand:

A)quality.
B)associations.
C)loyalty.
D)recognition.
E)awareness.

Question 25

How does brand loyalty typically affect a customer's purchase decisions?

A)It makes every purchase easy.
B)It shortens the amount of time and reduces the risk.
C)It provides an automatic measure of quality for all products.
D)It lengthens the process because of the great effort expended.
E)It makes the decisions difficult because most people are loyal to many brands.

Question 26

What degree of brand loyalty is the strongest and most desired by marketers?

A)Preference
B)Requirement
C)Awareness
D)Insistence
E)Recognition

Question 27

When a customer is aware that a brand exists and considers it a possibility if her preferred brand is unavailable, she exhibits brand:

A)loyalty.
B)insistence.
C)preference.
D)acknowledgement.
E)recognition.

Question 28

Brand __________ is a customer's favourable attitude towards a specific brand and, depending on its strength, represents the likelihood of consistent purchase of this brand.

A)loyalty
B)equity
C)awareness
D)personality
E)quality

Question 29

The talking M & Ms characters used by the Mars company facilitate the development of:

A)brand associations.
B)perceived brand quality.
C)product preference.
D)manufacturer brands.
E)product equity.

Question 30

James recently went to a neighbourhood grocery store to pick up a few items.When he looked for Lynx deodorant, it was unavailable.Although there were a number of deodorant brands available, he did not buy any deodorant.James's behaviour indicates that he most likely has what level of brand loyalty towards Lynx deodorant?

A)Recognition
B)Resistance
C)Preference
D)Insistence
E)No brand loyalty

Question 31

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's __________ than an unfamiliar brand.

A)inept set
B)loyalty set
C)preference group
D)brand group
E)consideration set

Question 32

When a customer is aware that a brand exists and considers the brand a possible choice if his preferred brand is not available, he exhibits brand:

A)loyalty.
B)insistence.
C)preference.
D)acknowledgement.
E)recognition.

Question 33

The weakest level of brand loyalty is:

A)recognition.
B)insistence.
C)equity.
D)trial.
E)preference.

Question 34

The three levels of brand loyalty, from strongest to weakest, are:

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

Question 35

Measured in either marketing or financial terms, the value associated with a brand's strength in a market is referred to as brand:

A)loyalty.
B)value.
C)share.
D)equity.
E)association.

Question 36

Melinda needs some spaghetti sauce and always buys Barilla.However, her local supermarket is out of Barilla, and because Melinda wants to get home to cook dinner, she settles for Dolmio.Melinda has brand __________ for Barilla and brand __________ for Dolmio.

A)insistence; recognition
B)insistence; preference
C)loyalty; preference
D)preference; recognition
E)preference; loyalty

Question 37

A customer who really wants to buy a certain brand but will settle for another if her first choice is unavailable displays brand:

A)recognition.
B)acceptance.
C)preference.
D)insistence.
E)acknowledgement.

Question 38

Fiona is staying with her cousin for a few days.While out for coffee, Fiona realises that she forgot to bring her shampoo and looks for a store where she can buy her usual brand.She sees a familiar red bullseye sign that she knows is a Target store.The familiar red bullseye sign is an example of:

A)a brand name.
B)a trademark.
C)a trade name.
D)a brand mark.

Question 39

Tristan is an athlete who plays a variety of sports that require various athletic shoes.He has a favourable attitude towards ASICS shoes and purchases ASICS whenever they make a shoe type specific for his sport.This favourable attitude is called brand:

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

Question 40

A customer must have a particular brand and will accept no substitutes.This is termed brand:

A)preference.
B)loyalty.
C)insistence.
D)recognition.
E)requirement.

Question 41

A __________ brand usually requires a producer to become involved in distribution, promotion and pricing decisions.

A)dealer
B)manufacturer
C)private distributor
D)house
E)wholesaler

Question 42

A common name for a house brand is a __________ brand.

A)home
B)manufacturer
C)select
D)store
E)label

Question 43

House and manufacturer are the two types of:

A)equity.
B)brands.
C)producers.
D)packaging.
E)trade names.

Question 44

House brands are owned by:

A)manufacturers only.
B)manufacturers and retailers.
C)wholesalers only.
D)manufacturers and wholesalers.
E)wholesalers or retailers.

Question 45

The major characteristic of a house brand is that:

A)only retailers initiate and own the brand.
B)manufacturers are not identified on the product.
C)producers become involved with the marketing mix.
D)producers price the product.
E)wholesalers encourage producers to make the product available.

Question 46

Which of the following products is an example of a manufacturer brand?

A)Big Mac
B)Esprit jeans
C)Kmart tyres
D)Pioneer stereos
E)Woolworths' tomato sauce

Question 47

Which of the following types of products would be the most difficult to brand?

A)Oatmeal
B)Soap
C)DVD players
D)Cars
E)Tax preparation services

Question 48

The type of brand that has seen a significant increase in popularity since the recent global financial crisis is:

A)house.
B)manufacturer.
C)imitator
D)select
E)producer

Question 49

A package of aluminium foil at Woolworths has no brand name on the package.This product is an example of a __________ brand.

A)manufacturer
B)imitator
C)select
D)generic

Question 50

What factor that marketers consider when selecting a brand name does the toilet bowl sanitiser Toilet Duck best fulfil?

A)Compatibility with other products in the line
B)Flexibility related to use in various types of media
C)Use of fabricated names that cannot be duplicated
D)Indicating the product's major benefits
E)Keeping the brand name as short as possible

Question 51

Heritage Manchester, sold and branded by Myer, is an example of a __________ brand.

A)manufacturer
B)house
C)wholesaler
D)select
E)regional

Question 52

While grocery shopping at Coles, Jenna sees a box that is plain in colour and labelled 'cotton swabs'.This is an example of:

A)streamline packaging.
B)generic branding.
C)individual branding.
D)category-consistent packaging.

Question 53

Many manufacturers that produce their own brand:

A)also produce larger versions of their products.
B)sell only to outlets bearing their brand name.
C)receive most of their profits from service work.
D)use low prices to build their perceived brand quality.
E)also produce products for house brands.

Question 54

A product that is simply labelled with the product category is considered a:

A)generic.
B)house brand.
C)low-quality brand.
D)lean manufacturer brand.

Question 55

Kellogg's Rice Bubbles, a __________ brand, is likely to be found next to Crispy Rice, a __________ brand that uses very similar colouring and styling for its package.

A)house; store
B)manufacturer; house
C)dealer; private distributor
D)producer; house
E)distributor; store

Question 56

According to recent research, consumers generally prefer __________ brand names over most others.

A)fanciful
B)house
C)arbitrary
D)suggestive
E)conative

Question 57

Which of the following should be important concerns for marketers when selecting a brand name?

A)Choosing a name that is easy to say and recall
B)Choosing a name that positively suggests the product's major benefits
C)Designing a name that can be used in all different types of media
D)Checking whether the name is already trademarked by another company
E)All of these are important concerns

Question 58

House brands are owned by retailers and do not identify the manufacturer of the product.Which of the following is an example of a house brand?

A)Birds Eye carrots
B)IBM computers
C)Palsonic TVs
D)Sara Lee cheesecake
E)Nike Air Jordan basketball shoes

Question 59

Due to the recent global economic crisis, Australians are turning to __________ brands.

A)popular
B)prestigious
C)fanciful
D)supermarket home
E)Australian made

Question 60

Traditionally, the main advantage of a house brand over a manufacturer brand was the __________, but this advantage is __________.

A)better price; gradually diminishing
B)better price; significantly greater
C)more accessible distribution; gradually diminishing
D)better quality; gradually increasing
E)better quality; gradually diminishing

Question 61

When a firm uses an existing brand name as part of the brand name for a new product in a different product category, this tactic is called a(n):

A)brand extension.
B)licensed brand.
C)private brand.
D)individual brand.
E)co-brand.

Question 62

Birds Eye sells Birds Eye fish sticks, Birds Eye fish fillets and Birds Eye grilled fish.This is an example of:

A)family branding.
B)shared naming.
C)individual branding.
D)brand extension branding.
E)single branding.

Question 63

When a firm uses the policy of naming each product differently, this strategy is called __________ branding.

A)brand extension
B)family
C)differentiated
D)individual
E)new product

Question 64

Woolworths offers a fuel discount with Caltex for every grocery purchase over $30.This is an example of:

A)co-branding.
B)family branding.
C)brand extension branding.
D)individual branding.
E)private branding.

Question 65

For co-branding to be effective, which one of the following is probably least important?

A)The brands involved should represent a complementary fit in a customer's mind.
B)The brands that are teamed together should not lose their individual identities.
C)The brands involved should be owned by two or more organisations.
D)To avoid confusing customers, it should be obvious which brand is the main brand or key brand.
E)The co-branded product should be able to benefit from the distribution systems of both brands involved.

Question 66

In the USA, Kohl's licensed the Tony Hawk brand for use on a line of casual footwear.This arrangement is an example of:

A)brand extension.
B)brand licensing.
C)product continuation.
D)private branding.
E)individual branding.

Question 67

__________ occurs when two or more brands are placed on a single product.

A)Brand extension
B)Brand licensing
C)Line family branding
D)Co-branding
E)Cohort branding

Question 68

Unilever food brands include well-known brands such as Flora, Lipton and Streets.This is an example of which type of branding policy?

A)Generic
B)Individual
C)Family
D)Line family
E)Brand extension

Question 69

An Asus laptop that has an Intel logo is an example of:

A)brand extension.
B)brand licensing.
C)co-branding.
D)individual branding.
E)line family branding.

Question 70

A major advantage of using individual branding is that:

A)the promotion of one of the company's brands will also promote the company's other brands.
B)this branding policy will prevent the overextension of a brand name to products that are completely unrelated to the original.
C)a product of inferior quality will not contaminate all of the company's other products with negative images.
D)a specific brand name for each product will help the company grow during times of economic recession.
E)the quality of one of the company's products will help increase the perceived quality of the company's other related products.

Question 71

If Uncle Toby's were to introduce popcorn to their range of products, this would be an example of a(n):

A)brand extension.
B)individual brand.
C)exclusive brand.
D)selective brand.
E)existing brand.

Question 72

An agreement in which one company allows another to use its brand on other products for a fee is called:

A)co-branding.
B)brand extension.
C)brand licensing.
D)trademark licensing.
E)cooperative branding.

Question 73

In the USA, Betty Crocker advertises that its brownie mix contains real Hershey's syrup.This is an example of:

A)brand extension.
B)brand licensing.
C)co-branding.
D)individual branding.
E)line family branding.

Question 74

Trying to link a motorcycle brand such as Harley-Davidson to a food brand such as Healthy Choice would be considered a poor decision in:

A)co-branding.
B)individual branding.
C)family branding.
D)product branding.
E)wholesaler branding.

Question 75

When __________ branding is used, each of a firm's products is branded with at least part of the same name.

A)individual
B)trademark
C)family
D)selective
E)brand extension

Question 76

When a product attempts to capitalise on the brand equity of two separate brands, its marketers are using:

A)licensing.
B)dual-branding.
C)partnerships.
D)brand extension.
E)co-branding.

Question 77

If L'Oréal, which produces Garnier Fructis shampoo and conditioner, were to introduce Garnier Fructis dryer sheets with the same scent, this would be called__________ branding.

A)brand extension
B)licensed
C)family
D)individual
E)new product

Question 78

McCafé located within McDonald's exemplifies:

A)brand licensing.
B)brand extensions.
C)dual branding.
D)co-branding.
E)cooperative branding.

Question 79

In a brand licensing arrangement, the licensee is responsible for:

A)providing the brand name to another organisation for use in promoting its products.
B)collecting royalties from sales of the licensed products.
C)half of the financial losses in the event the licensed brand is a failure.
D)the production, but not the marketing, of the licensed product.
E)the manufacturing, marketing and financing of the licensed product.

Question 80

A co-branded product from Smith's potato chips and Omo detergent would likely fail because:

A)neither of these brands is very well known to consumers.
B)the products are not complementary.
C)this co-branding will not provide product differentiation.
D)the market segment for this product is too vast.