Deck 2: Brand Users

Question 1

In middle-upper income economies consumers primarily buy brands for ______.

A) their reputation
B) their functional benefits
C) their country of origin image
D) their potential to say something about who we are

Answer 1

D

Question 2

Belk's idea of the extended self suggests ______.

A) we buy brands to impress others
B) we buy brands because they provide functional benefits
C) we buy brands because of their creative advertising
D) we buy brands because they say something about who we are

Answer 2

D

Question 3

A consultant suggests your brand should act like a rebel. What approach of branding does this refer to?

A) The experiential approach
B) The identity approach
C) The personality approach
D) The consumer approach

Answer 3

C

Question 4

The key insight of the service dominant logic of marketing on branding is ______.

A) services firms should be branded
B) users buy brands for the services they offer
C) manufacturers should also sell services
D) none of these

Question 5

What are examples of liquid consumption?

A) Platform brands such as Air BnB and Uber
B) Soft drinks
C) Brands that change their meaning a lot
D) Buying brands to signal our wealth

Question 6

Solid consumption is reflected in ______.

A) an emphasis on accessing things when needed
B) a focus on experiences
C) the belief that owning things is important
D) changing practices depending on context

Question 7

A liquid approach to luxury branding would ______.

A) result in greater emphasis on the brand logo
B) require ownership of the most exclusive objects
C) see Uber invest in an upmarket service
D) associate status with access to critical networks

Question 8

The belief that the brand should be engineered into all aspects of the marketing mix derives from which approach to branding?

A) Relational
B) Economic
C) Communal
D) Experiential

Question 9

Themed flagship stores that immerse you in the brand's identity represent which branding approach?

A) Cultural
B) Economic
C) Experiential
D) Relational

Question 10

If you are encouraged to understand the user and their world, which approach to branding is being used?

A) Relational
B) Personality
C) Cultural
D) Communal

Question 11

A consultant focused on ensuring that all of your firm's visual assets look the same is drawing on what branding approach?

A) Identity
B) Personality
C) Relational
D) Communal

Question 12

Some brands encourage events to build connections between users. What type of brand approach is this?

A) Cultural
B) Relational
C) Communal
D) Personality

Question 13

Gillette's recent campaign focused on challenging toxic masculinity is an example of what type of brand approach?

A) Experiential
B) Cultural
C) Personality
D) Communal

Question 14

A brand's strength is a function of how much the user knows about it. Which approach to branding does this represent?

A) Consumer-based
B) Personality
C) Economic
D) Relational

Question 15

Examples of strong and deep, emotionally invested brand-relationship metaphors are ______.

A) best customer and abused spouse
B) neighbour
C) secret admirer and childhood buddy
D) fling and marriage partner

Question 16

Customers jobs to be done refers to ______.

A) only functional needs
B) only emotional needs
C) any need
D) none of these

Question 17

To identify jobs to be done, brand managers should look for which of the following?

A) Poorly solved problems
B) Things customers try to avoid
C) User innovations
D) All of these

Question 18

What type of value is not relevant for co-creation of brand meaning?

A) Linking value
B) Exchange value
C) Symbolic value
D) Value in use

Question 19

When someone claims that consumers buy a Makita power drill for the hole it will create, what type of value is being referred to?

A) Exchange value
B) Symbolic value
C) Value in use
D) Linking value

Question 20

The communal brand model is primarily based on what form of value?

A) Linking value
B) Exchange value
C) Use value
D) Symbolic value

Question 21

Luxury brands primarily sell themselves on what type of value?

A) Exchange value
B) Use value
C) Symbolic value
D) Linking value

Question 22

Which of the following statements is true?

A) Brands do not matter in B2B markets because buyers choose the cheapest option.
B) Branding in B2B is not relevant because B2B purchases are too complex when compared to B2C.
C) B2B buyers are solely motivated by rational concerns.
D) B2B buyers will buy brands because of the complexity of their needs.

Question 23

Authenticity is believed to be essential to co-creation. Does this refer to ______.

A) that brand claims are true
B) the desire of millennials for simplicity
C) a sense that the brand feels true, to me
D) that only brands which have a social conscious will be successful

Question 24

Examples of motivated reasoning include ______.

A) removing someone from your social media page who you do not agree with
B) claims by your critics that you are peddling fake news
C) dismissing evidence that does not confirm your view
D) all of these

Question 25

An authenticating act involves which of the following?

A) Doing something that truly reflects who you are
B) Unquestionably following cultural traditions
C) Trying to fit in with others, regardless of whether you think they are right
D) None of these

Question 26

An authoritative performance involves which of the following?

A) Buying brands to stand out among the crowd
B) Buying brands you do not like but that conform to society's expectations
C) Being an expert
D) None of these

Question 27

Someone tells you that you need to buy the brand Vans to be a true skateboarder. You don't like the brand, but buy them anyway. Is this an example of?

A) An authoritative performance
B) Self-authentication
C) An authenticating act
D) Brand equity

Question 28

Someone tells you that you need to buy the brand Vans to be a true skateboarder. You don't like the brand, but buy them anyway. Is this an example of?

A) Authenticity as consistency
B) Authenticity as conformity
C) Authenticity as connection
D) All of these

Question 29

In No Logo, Naomi Klein suggested brands were inauthentic because they did not live their principles. What type of authenticity is being referred to here?

A) Authenticity as conformity
B) Authenticity as connection
C) Authenticity as consistency
D) Self-authentication

Question 30

Kat von D suffered a fan backlash when see suggested her new born child would not be vaccinated. What type of authenticity does this backlash concern?

A) Authenticity as connection
B) Authenticating act
C) Authenticity as consistency
D) Authenticity as conformity

Question 31

The brand Shinola Detroit has been accused of not being made in Detroit. What type of authenticity does this refer to?

A) Authenticity as connection
B) Authenticity as conformity
C) Authenticity as consistency
D) All of these

Question 32

Invisible brands refer to which of the following?

A) Brands we cannot see
B) Weak brands
C) Brands that have little web presence
D) Ordinary everyday brands we take for granted