Deck 7: Understanding the Brand

Question 1

To promote a brand, marketers first must understand it-what it is, how it works, and why it is important.

Answer 1

True

Question 2

A brand is a product.

Answer 2

False

Question 3

The single most important definition of a brand from the perspective of a marketer is the sum total of all user experiences with a particular product or service, building both reputation and future expectations of benefit.

Answer 3

True

Question 4

Blogs, online consumer reviews, and other social media tools allow consumers to take a more hands-on approach to a brand.

Question 5

The corporate side of Disney works to bolster the family-friendly brand image.

Question 6

Any one brand can have multiple sub-brands associated with it that are separate but whose reputations can impact the family brand.

Question 7

Marketers expect consumers to spend time consciously contemplating their brands.

Question 8

Marketers must be realistic in understanding that brand association will never translate into brand loyalty.

Question 9

Brand loyalty is a consumer's commitment to a brand, and it occurs when a consumer will go out of his or her way to buy specific brands that they trust, even if they are harder to find or more expensive than other available options.

Question 10

The word brand has become easy to define.

Question 11

The reasons brand contributes to growth is because simply seeing that trademark/logo can inspire consumers to repeat purchases.

Question 12

If most marketers were forced to designate one element as the most important part of the brand, it would likely be the recognition.

Question 13

Personalities in the brands we buy have an impact similar to the personalities of people that we meet.

Question 14

Fonts that reside on a company's Web server can automatically be seen in the user's browser.

Question 15

Companies may spend a good part of their marketing budgets on brand management to make sure that the integrity of the brand is upheld throughout all forms of public dissemination.

Question 16

Companies that understand the value of the brand and the importance of maintaining consistency do so by developing a brand guide, sometimes called a logo guide.

Question 17

Information found within the guide includes brand colors and how those colors break down into CMYK, RGB, and HEX values, font styles, how not to use the logo and more.

Question 18

As a general rule, brand guides are only meant to be a suggested guide to people outside of a company's core marketing group, such as sales people and vendors.

Question 19

A brand and the company's operations really rely on each other.

Question 20

The Web is just another traditional marketing tool.

Question 21

In one sense, the Web is not only a means of advertising; it is also the subject that is being advertised.

Question 22

One full-page print ad can cost anywhere between a few hundred dollars to a few thousand dollars, depending on the publication.

Question 23

The Web's exposure is limitless and easily accessible to anyone, regardless of demographic or geographic boundaries and this means that everyone will see it.

Question 24

The Web offers brands increased opportunities to provide value-added services over and above their product offerings and engage their market in far more personal ways, increasing trust and reinforcing their brand.

Question 25

Social media tools have dramatically changed the way people use the Web and the way they interact with the brands that they use.

Question 26

____ give users increased opportunities to communicate with each other as well as the companies from whom they buy products and services.

A) E-commerce tools
B) Virtual worlds
C) Social media tools
D) Programming applications

Question 27

Understanding the ____ is vital to the success of any marketing campaign, whether online or offline.

A) brand
B) customer
C) audience
D) company

Question 28

The ____ is the foundation upon which marketing programs are developed.

A) hook
B) tagline
C) image
D) brand

Question 29

An icon or mark (logo) that helps distinguish one product from another is known as a ____.

A) stamp
B) insignia
C) brand
D) trademark

Question 30

Brand building is such an important element to success that most large companies hire people with the title of ____, as well as look to outside agencies for help building brands.

A) Brand Coordinator
B) Brand Manager
C) Brand Architect
D) Brand President

Question 31

____ is achieved when consumers stay faithful to a given brand and, whenever possible, take pains to continue their use of that brand.

A) Brand recognition
B) Brand stability
C) Brand loyalty
D) Brand integrity

Question 32

____ dictates how important brands are to driving increased corporate revenues.

A) Consumer behavior
B) Market behavior
C) Competitive influence
D) Market loyalty

Question 33

Consumers who are committed to one brand, so much so that they will travel out of their way to get it are said to be brand ____.

A) conscious
B) aware
C) preferred
D) loyal

Question 34

Shoppers do not have a preference of one brand over another, and they would not go out of their way for any one brand are said to be brand ____.

A) aware
B) conscious
C) indifferent
D) apathetic

Question 35

____ are responsible for building trust, communicating a message, and forging an emotional connection with their market.

A) Consumers
B) Marketing agencies
C) Brand personalities
D) Brand managers

Question 36

The brand ____ is the benefit the brand will deliver to consumers.

A) personality
B) connector
C) promise
D) purpose

Question 37

____ are vital to forging an emotional bond between brands and consumers.

A) Brand managers
B) Brand personalities
C) Marketing agencies
D) Corporate managers

Question 38

The ____ is a unique, visual means by which people can instantly recognize a company and understand its product, promise, and personality.

A) logo
B) aesthetic
C) brand
D) personality

Question 39

The ____ is a brief statement used by most brands to send a quick message of brand promise or core competency summation to the audience.

A) byline
B) tagline
C) hook
D) caption

Question 40

____ fonts are fonts with non-structural details or ornaments on the ends of the some letter strokes.

A) Artistic
B) Script
C) Sans serif
D) Serif

Question 41

____ fonts are fonts without the non-structural details.

A) Artistic
B) Script
C) Sans serif
D) Serif

Question 42

____ fonts range from the understated to unreadable and they can be valuable in establishing a particularly whimsical, playful, or edgy brand personality.

A) Artistic
B) Script
C) Sans serif
D) Serif

Question 43

The ____ is a book that details all of the elements of a brand, and can vary in length from just one or two pages for a small company, to hundreds of pages for large, multinational brands.

A) logo guide
B) brand guide
C) brand book
D) style book

Question 44

The ____ of a company dictate their operating environment.

A) standards
B) ideals
C) ethics
D) values

Question 45

If you don't have a promise, you don't have a brand, and if you can't keep your promise, you can't maintain consumer ____.

A) awareness
B) responsiveness
C) trust
D) spending

Question 46

The external factors of a market are ____.

A) supply and demand
B) cost
C) environment
D) shareholders

Question 47

____ is used to promote a product or service, or increase awareness of a brand.

A) Accounting
B) Marketing
C) Advertising
D) Publicity

Question 48

Traditional mass marketing tools and branding efforts address the audience as ____.

A) a group
B) individuals separately
C) unique entities
D) a single entity

Question 49

Because of social media tools, the Web has the ability to speak to each member of a given audience on an individual basis through ____.

A) customization
B) personalization
C) self-configuration
D) community configuration

Question 50

The ability to market to individuals based on ____ increases the potential for sales by making brands accessible to the people most likely to buy them.

A) previous buying behavior
B) projected buying behavior
C) advertising preferences
D) demographics