Deck 11: Brand Management

Question 1

Brand loyal customers are "attached" to the brand.

Answer 1

True

Question 2

When someone can recall the name of a brand, that is referred to as having a strong brand association.

Answer 2

False

Question 3

Switching costs can influence brand loyalty.

Answer 3

True

Question 4

Professional sports teams do NOT use branding.

Question 5

A multibrand strategy exists when a company has different named products in the same marketplace.

Question 6

Brands help customers interpret and process information about products

Question 7

The strongest brand connections are formed on the basis of:

A) Emotions
B) Features
C) Personality
D) Loyalty

Question 8

Brands help consumers:

A) Interpret and process product information
B) Identify discount products
C) Participate in concept testing
D) Avoid being loyal to a product or company

Question 9

A __________ brand node indicates that the brand is more salient to the consumer.

A) Large
B) Small
C) Marketing
D) Multiple

Question 10

The various brands identified as viable purchase options belong to the:

A) Evoked set
B) Brand decision list
C) Brand attribution list
D) Decision set

Question 11

________ is the "added value" with which a given brand endows a product.

A) Brand equity
B) Brand goodwill
C) Brand reputation
D) Brand associations

Question 12

A company puts an early termination fee in its contracts. This is an example of:

A) brand efficiency.
B) brand effectiveness.
C) brand equity.
D) a switching cost.

Question 13

Being able to recall the name of a brand is an example of:

A) Brand Loyalty
B) Brand Awareness
C) Brand Association
D) Perceived Quality

Question 14

Delighting services and features are an example of:

A) Brand Loyalty
B) Brand Awareness
C) Brand Association
D) Perceived Quality