Deck 9: Communal Branding

Question 1

What is the main standard of authenticity when engaging in communal branding?

A) Consistency
B) Conformity
C) Connection
D) Empathy

Answer 1

B

Question 2

Which of the following is the most brand centric form of communal branding?

A) Subcultures of consumption
B) Consumer tribes
C) Brand publics
D) Brand community

Answer 2

D

Question 3

Which of the following is the least communal form of communal branding?

A) Brand publics
B) Consumer tribes
C) Subcultures of consumption
D) Brand community

Answer 3

A

Question 4

Which of the following is the least brand centric form of communal branding?

A) Brand publics
B) Subcultures of consumption
C) Brand communities
D) Consumer tribes

Question 5

Which of the following communal brand forms is the most fleeting in terms of consumer identity?

A) Brand publics
B) Brand communities
C) Consumer tribes
D) Subcultures of consumption

Question 6

The key authenticity concern when engaging in a communal brand strategy is which of the following?

A) The brand will be seen as aloof
B) The brand will be seen as nascent
C) The brand will be seen as a poseur
D) The community will not like the brand

Question 7

Consciousness of kind refers to which of the following?

A) Members take moral responsibility for the brand
B) Members engage in shared rituals
C) Members engage in shared traditions
D) Members share similar values

Question 8

When an insider shows new members how to do things, they are engaging in what?

A) Conscious of kind
B) Moral responsibility
C) Shared rituals and traditions
D) None of these

Question 9

When Apple fans make fun of Microsoft, they are engaging in what?

A) Moral responsibility
B) Shared rituals and traditions
C) Consciousness of kind
D) All of these

Question 10

When a member of a brand community celebrates an important event in the life of the brand on their Instagram page, what are they engaging in?

A) Moral responsibility
B) Shared rituals and traditions
C) Consciousness of kind
D) All of these

Question 11

Successful brand community strategies require which of the following approaches?

A) The marketing department communicates they are a member of the community
B) Firms should exploit community associations quickly so they can appear cool
C) Brand managers should relinquish some control of the brand to the community
D) Marketers should focus on ensuring members do not question the brand

Question 12

How do subcultures of consumption differ from brand communities?

A) They feature many different groups
B) Collective identity is not defined by the brand
C) They are less interested in brands
D) Their members are less loyal to brands

Question 13

How do consumer tribes differ from subcultures of consumption?

A) They are more fanatical consumers
B) They are more loyal to brands
C) Their association with the subculture is more symbolic
D) Their association with the subculture is less symbolic

Question 14

What happens when brands try to exploit subcultures?

A) Insiders may challenge the brand's myth
B) The subculture dies
C) The subculture benefits
D) The subculture ignores the brand

Question 15

How do brands become subcultural insiders?

A) They conform to the rules of the subculture
B) They pass subcultural litmus tests
C) The make sacrifices and take risks
D) All of these

Question 16

Why does making perceived sacrifices endear you to subcultures?

A) Giving up financial reward indicates sincerity
B) It shows brand managers are nice people
C) Risk taking is what leader brands do
D) None of these

Question 17

What do members of consumer tribes use brands for?

A) Functional benefits
B) Symbolic fitting in
C) To stand out
D) To feel good about themselves

Question 18

Why might members of subcultures reject tribes?

A) Tribal members are too young and inexperienced
B) They want to keep the subculture small and focused
C) Tribal members have invested little in their collective identity
D) None of these

Question 19

What do members of a brand public use the brand for?

A) To connect to like-minded others
B) To show they are a cultural insider
C) To identify how cool they are
D) To draw attention to themselves

Question 20

Which form of communal brand do marketers have the most control over?

A) Brand publics
B) Subcultures of consumption
C) Brand community
D) Consumer tribes

Question 21

How does one align culturally with a community?

A) Run advertisements identifying your associations
B) Try to sell special products to the community
C) Sponsorship
D) Immersing staff in the community

Question 22

What does a chief culture officer do?

A) Strengthen the organiation's culture
B) Build an understanding of communities to help the brand
C) Manage the brand community
D) Manage different cultures across the globe

Question 23

When an insider welcomes new members to the community, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 24

When an insider reminds newcomers of rules of behaviour, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 25

When members identify why the brand is superior, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 26

When members talk about the brand to outsiders, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 27

When a brand celebrates a sub-group within a community, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 28

When a brand provides a community member with sign of their first year of membership, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 29

When an insider shares a special access discount code with others, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 30

When community member share their creative mash ups of brand material, what practice are they engaging in?

A) Social networking
B) Impression management
C) Community engagement
D) Brand use

Question 31

How can brand strengthen brand communities?

A) Add missing practices
B) Strengthen existing ones
C) Make practices work together more effectively
D) All of these

Question 32

Where does communal branding apply?

A) Only business to consumer brands
B) Only brands with naturally high levels of involvement
C) Only business to business brands
D) Potentially all brands

Question 33

How do communities manage diversity within their ranks?

A) Highlighting the strength of each group
B) Identifying each as a resource
C) Highlighting the strength of each group and identifying each as a resource
D) None of these

Question 34

How do brand generate tensions with communities?

A) Brand extensions attract less loyal tribal members
B) The co-opt community assets without asking permission
C) The say one thing and do another
D) All of these

Question 35

The communal branding model argues brand equity is a function of

A) Consumer-brand relationships
B) Consumer-consumer relationships
C) Strong awareness
D) Innovative products and services