Deck 10: Branding Decisions

Question 1

Characteristics of the contemporary market place :

A) the scale and speed of information availability means that search costs have decreased and that consumers are in a better position to assess different alternatives in the marketplace.
B) The rise of platform technologies connecting networks of people and devices has weakened the role of the marketer in creating brand meaning.
C) The number of stakeholders involved in creating brand meaning has also increased.
D) All above options

Answer 1

D

Question 2

There are two main views about how brand equity should be valued. The ___________perspective is grounded in the images, beliefs, and core associations consumers have about particular brands, and the degree of loyalty or retention a brand is able to sustain

A) brand personality
B) marketing
C) financial
D) brand message

Answer 2

B

Question 3

The identities and images are developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel. This is referred to as:___________

A) generic brand
B) manufacturer brand
C) distributor brand
D) luxury brand

Answer 3

C

Question 4

__________refers to the identities and images developed by the wholesalers, distributors, dealers, and retailers who make up the marketing channel.

A) Luxury brands
B) Distributor brands
C) Manufacturer brands
D) Generic brands

Question 5

_________typically refers to the added value a product or service is granted in consumers' minds when identified as different from other products.

A) brand associations.
B) brand.
C) Service.
D) brand knowledge.

Question 6

Brands can be considered in terms of the markets they operate in. They can vary from operating in local and domestic markets, to selected foreign markets, and across a range of international markets. This is referred to as: _________

A) branding mix
B) brand scope
C) brand extension
D) brand stretching

Question 7

The way in which an organization manages its brands and associated products with respect to one another is known as:___________________

A) brand relevance
B) brand description
C) brand portfolio
D) brand value

Question 8

_________requires each product offered by an organization to be branded independently of all the others.

A) family branding
B) Individual branding
C) Brand personalities
D) family branding policy

Question 9

______________ provide(s) information about content, taste, durability, quality, price, and performance, without requiring the buyer to undertake time-consuming comparison tests with similar offerings or other risk reduction approaches to purchase decisions.

A) Brand names
B) Brand personalities
C) Brand equity
D) Brand positioning

Question 10

This level of rebranding refers to the renaming of a whole corporate entity, often signifying a major strategic change or repositioning. This is known as:_____________

A) corporate brand
B) co-created brand
C) family branding
D) international brand

Question 11

Brands can be considered in terms of the markets they operate in-sometimes referred to as brand scope. Brand scope can involve operating in local and domestic markets, in selected foreign markets, and across a range of international markets

Question 12

Brand personality is not about a brand's physicality; rather, it is about the place the brand occupies in a consumer's mind

Question 13

Financially, brands consist of their physical assets plus a sum that represents their reputation or goodwill, with the latter far exceeding the former.

Question 14

Research on the role of brands for consumers tend to adapt either an economic or psychological approach. The economic approach focuses the importance of consumer perceptions in understanding brands.

Question 15

International brand is sold across multiple country markets with distribution located in three major developed continents. Centralized brand management coordinates local execution. The good example is Apple or Google.

Question 16

Domestic brand is sold across multiple country markets and managed through decentralized management with local control.

Question 17

A brand with a strong equity is more likely to be able to preserve its customer loyalty and fend off competitor attacks.

Question 18

Conventional brand strategies are based on competition for brand extension.

Question 19

There are three parts associated with brand equity: brand value, brand strength and brand description.

Question 20

In an international marketplace, brand names need to transfer easily across markets. It helps if customers can not only pronounce the name, but also recall it unaided.

Question 21

__________ refers to how easily and often customers think of the (shampoo) brand when thinking about hair care brands or when shopping.

A) Brand imagery
B) Brand extension
C) Brand salience
D) Corporate brand

Question 22

This cluster of B2B customers is more likely to respond to brand-based communications that highlight the importance of the purchase decision and which are supported with processes and procedures that assist the ordering systems. This cluster is referred to as:_________

A) highly loyalty
B) brand receptive
C) highly tangible
D) low-interest

Question 23

__________ brands are sold across multiple country markets, and managed through decentralized management with local control.

A) Multidomestic
B) Domestic
C) Global
D) International

Question 24

Mudambi (2002) suggests that there are three types, or clusters, of B2B customers based upon the way they each perceive the importance of branding in the organizational purchase decision process. This cluster requires messages that emphasize the support of a well-established and highly reputable manufacturer; the emotional and self-expressive benefits should be stressed. This cluster is termed as:____________

A) brand receptive
B) low-interest
C) highly tangible
D) early adopter

Question 25

Which of the following is not associated with brand equity?

A) brand heritage
B) brand value
C) brand description
D) brand strength