Deck 9: Brand Strategy and Management

Question 1

Which of the following is a way by which marketers can position their brands in target customers' minds?

A)interactive marketing
B)internal marketing
C)product attributes
D)strong beliefs and values
E)added service

Answer 1

C

Question 2

In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.

A)national; manufacturer's
B)store; private
C)national; private
D)store; licensed
E)private; distributor

Answer 2

C

Question 3

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates.

A)the customer mix
B)customer equity
C)line equity
D)service variability
E)the service encounter

Answer 3

B

Question 4

Young & Rubicam measures brand strength along all of the following dimensions except ________.

A)differentiation
B)relevance
C)knowledge
D)equity
E)esteem

Question 5

Positioning a new chocolate bar brand as "the chocolate bar with the most cocoa powder" is positioning based on ________.

A)product attributes
B)product benefits
C)product values and ideals
D)user imagery
E)brand equity

Question 6

A key element in a company's relationship with consumers, a ________ has personality, so it involves our emotions as consumers.

A)product line
B)product experience
C)brand
D)service
E)product attribute

Question 7

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.

A)desirable benefit
B)good packaging
C)service inseparability
D)strong beliefs and values
E)customer image

Question 8

According to the definition of a brand presented in your text, all of the following would be an example of a brand except ________.

A)the name Coca-Cola
B)the golden arches of McDonald's restaurants
C)Tony the Tiger of Frosted Flakes cereal
D)the sparkles in Moet et Chandon champagne
E)the name and font of IBM

Question 9

Positioning a new chocolate bar brand as "the chocolate bar with the fewest calories" is positioning based on ________.

A)product attributes
B)product benefits
C)product values and ideals
D)user imagery
E)brand equity

Question 10

Which of the following is an option for a manufacturer's brand sponsorship for a product?

A)subliminal brand
B)multibrand
C)public brand
D)licensed brand
E)solo-branding

Question 11

Which of the following is the least desirable quality for a brand name?

A)It should suggest something about the product's benefits and qualities.
B)It should be easy to pronounce, recognize, and remember.
C)The name should be a long word to get attention.
D)The name should translate easily into foreign languages.
E)It should be distinctive.

Question 12

Which of the following best describes what a brand is?

A)a physical product
B)a specialty product
C)an SBU
D)a corporate identity
E)a concept

Question 13

Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

A)brand differentiation
B)brand depth
C)brand valuation
D)brand equity
E)brand personality

Question 14

Positioning a new chocolate bar brand as "the chocolate that forges bonds of friendship" is positioning based on ________.

A)product attributes
B)product benefits
C)beliefs and values
D)user imagery
E)brand equity

Question 15

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.

A)service
B)license
C)market
D)package
E)brand

Question 16

Which of the following is an advantage offered by co-branding?

A)Manufacturers do not have to invest in creating their own brand names.
B)Retailers have exclusive products that cannot be purchased from competitors.
C)A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
D)Advertising, sales, promotion, and marketing must be carefully coordinated.
E)Brand equity is stabilized.

Question 17

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own.

A)brand extension
B)brand equity
C)co-branding
D)internal marketing
E)line extension

Question 18

An increasing number of retailers and wholesalers have created their own ________, also called store brands.

A)unsought products
B)private brands
C)specialty products
D)service variability
E)shopping products

Question 19

According to brand positioning theory, which of the following positions would likely resonate best with customers?

A)the chocolate bar with the most cocoa powder
B)the chocolate bar with the fewest calories
C)the chocolate that forges bonds of friendship
D)the chocolate bar that can break into 5 pieces
E)the thinnest chocolate bar

Question 20

________ occurs when two established brand names of different companies are used on the same product.

A)A brand extension
B)Brand equity
C)Co-branding
D)Internal marketing
E)Cannibalization

Question 21

Branding helps sellers. The following is definitely an example of this help.

A)Brand names provide legal protection for unique product features.
B)Brand names provide guarantees that consumers will spend their money.
C)Brand names are easy to sell.
D)Brand names work for everyone.
E)Brand names provide advertising.

Question 22

Companies will often partner with filmmakers, musicians and artists to create brand context. This is an example of ________.

A)branded entertainment
B)line extensions
C)brand widening behaviours
D)product mix
E)brand meaning

Question 23

Trademarks are useful because customers ________ them.

A)expect
B)pay for
C)trust
D)mistrust
E)define

Question 24

In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty. This is an example of ________.

A)licensing
B)ingredient branding
C)brand extension
D)megabranding
E)a brand touchpoint

Question 25

A consumer just bought a new smartphone game called "Hippy Monster" from his favourite app retailer. Which of the following is unrelated to his direct experience with the brand?

A)a friend telling him about Hippy Monster
B)downloading the game
C)buying the game from the app store
D)the creation of the programming team to create Hippy Monster
E)playing the game

Question 26

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

A)line extension
B)product line
C)brand extension
D)private brand
E)brand symbol

Question 27

Brand managers are responsible for, and manage, a brand. An example of a questions brand managers continually ask is ________.

A)Is our brand profitable?
B)Should we sign up celebrities like Neil Young or Nelly Furtado as our spokespeople?
C)What is our competitive advantage?
D)How can we increase sales?
E)Does our brand excel at delivering benefits that customers truly value?

Question 28

A company has four choices when it comes to developing brands. Which is definitely one of those choices?

A)line inversion
B)brand extension
C)multibrands
D)width and depth perception
E)international brands

Question 29

The words "Coca-Cola," the unique shape of the bottle and the wave shaped symbol are all examples of a ________.

A)trademark
B)marketing mix
C)touchpoint
D)product
E)brand

Question 30

Branding helps consumers in many ways. Which of the following is definitely one way?

A)Brand names help customers to see which products cost more.
B)Brand names help customers look cooler than their friends.
C)Brand names help customers to be trendy.
D)Brand names help customers identify products that might benefit them.
E)Brand names help customers find better sales.

Question 31

Brand advocacy begins with ________.

A)payment
B)an idea
C)a touchpoint
D)trust
E)a computer

Question 32

In order to be recognizable brand images and logos need to be ________.

A)brightly coloured
B)large
C)consistent and exact
D)detailed
E)simple

Question 33

Which of the following is a potential drawback of multibranding?

A)Consumers may become confused about the image of the main brand.
B)An overextended brand name might lose its specific meaning for consumers.
C)Different product features can appeal to consumers with different buying motives.
D)The company's resources may be spread over too many brands.
E)The company can occupy more retail shelf space.

Question 34

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavours, forms, colours, ingredients, or package sizes.

A)A line extension
B)A product mix
C)Interactive marketing
D)Service variability
E)Service intangibility

Question 35

Consumers view a brand as an important part of a product and branding can add ________.

A)costs
B)value
C)layers
D)depth
E)elements

Question 36

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.

A)marketing experience
B)line extensions
C)brand experience
D)product mix
E)word-of-mouth elements

Question 37

A ________ is a name, term, sign, symbol or design that identifies the maker or seller of a product or service.

A)brand
B)line extension
C)touchpoint
D)label
E)package

Question 38

Jerry recently bought a Sony Bravia HD television. He first heard about the TV through an advertisement and later talked to a friend who has one and recommended it. These are examples of ________.

A)solicitations
B)line extensions
C)touchpoints
D)product mix
E)word-of-mouth elements

Question 39

Thanks to the rise in popularity of social media customers are beginning to tell stories about their favourite brands. This is an example of ________.

A)selling out
B)brand advocacy
C)solicitation
D)mixed messaging
E)computerization

Question 40

Hershey's Kisses and Breyers Ice Cream each lending their names to create a new 2L ice cream product is an example of ________.

A)brand advocacy
B)co-branding
C)megabranding
D)brand equity
E)a brand touchpoint

Question 41

The skillful use of marketing can turn a person's name into a powerhouse brand. This is an example of ________.

A)solicitation
B)public relations
C)people as brands
D)product mix
E)marketing principles

Question 42

Store brands account for ________ of Canadian grocery store and drugstore revenues.

A)25%
B)75%
C)5%
D)10%
E)60%

Question 43

One of the main branding strategy decisions made by the marketing manager is ________.

A)brand name selection
B)brand placement
C)brand product
D)brand people
E)brand price

Question 44

Once chosen the brand name should be ________.

A)sold
B)protected
C)shared
D)exploited
E)saved

Question 45

It is the ________ job to create and communicate stories about their brand.

A)management's
B)salesperson's
C)brand manager's
D)owner's
E)spokesperson's

Question 46

________ is universally one of the most effective ways to create brand advocates.

A)Having contests
B)Writing blogs
C)Creating advertisements
D)Paying people
E)Understanding and solving problems

Question 47

Besides a logo, name and icon brands also have ________.

A)personality, status and value.
B)legal implications, and trust accounts
C)profit
D)public relations
E)exclusive power over customers

Question 48

A great ________ absolutely requires a strong, memorable name.

A)company
B)product
C)brand
D)promotion
E)service

Question 49

The brand must stand out in ways that ________.

A)are quirky
B)are imaginary
C)are international
D)have real meaning
E) make good jingles

Question 50

A(n)________ is created for and owned by a reseller of a product or service.

A)advertising strategy
B)private brand
C)sales force
D)national brand
E)customer appreciation campaign

Question 51

National brands are so-called because they are ________.

A)well known throughout the country or even internationally
B)named after famous Canadian people
C)gimmicks manufactured in Canada
D)satisfy the needs of Canadians
E)advertised only in Canada

Question 52

Brand managers often describe their brands using the same kinds of adjectives typically used for people. Words like: traditional, youthful, sophisticated, reliable. These managers are trying to build brand ________.

A)profit
B)extensions
C)personality
D)evaluations
E)word-of-mouth

Question 53

Coca-Cola, IBM and Microsoft are all examples of ________ while Thompson Reuter, TD and RBC are all examples of ________.

A)global brands, Canadian brands
B)multinationals, nationals
C)computer companies, banks
D)well known brands, unknown brands
E)large caps, small caps

Question 54

A brand can be better positioned by associating its name with a ________.

A)legal contract
B)desirable benefit
C)monopoly
D)customer
E)partner

Question 55

Some companies like Godiva, Starbucks, Apple, and Victoria's Secret rely less on a product's tangible attributes and more on creating ________.

A)advertisements
B)promotions
C)public relations campaigns
D)touch points
E)surprise, passion, and excitement.

Question 56

Brands occupy a level of social regard with respect to one another. We consider a Rolls-Royce or Bentley car differently than a Chevrolet or Hyundai. This is an example of brand ________.

A)status
B)price
C)touchpoints
D)value
E)equity

Question 57

A(n)________ is created and owned by the manufacturer of a product or service.

A)advertising strategy
B)private brand
C)sales force
D)national brand
E)customer appreciation campaign

Question 58

Sometimes a company will take a brand name from ________.

A)the competition
B)the past
C)the future
D)the present
E)corporate intel

Question 59

Rather than simply posing with a product, many professional athletes today have become ________.

A)rich
B)powerful
C)conceited
D)their own brands
E)overbranded

Question 60

When choosing a brand name, the process begins with ________.

A)an analysis of the competition
B)a careful review of the product and its benefits
C)touchpoints of consumers
D)identifying absolute advantage
E)budget size

Question 61

One risk of having too many line extensions is that ________.

A)sales might come at the expense of other items in the line.
B)the competition can use your good ideas
C)customers buy more than they really need
D)intermediaries increase the throughput costs
E)Internet sales may decrease

Question 62

When a company uses film makers, artists or musicians to help sell their brands it is called ________.

A)a sell out
B)cool
C)effective
D)costly
E)branded entertainment

Question 63

Brands must be maintained by ________.as well as by advertising.

A)the overall brand experience
B)managers
C)sales staff
D)executive
E)intermediaries

Question 64

Recently Campbell's soup has developed a wide range of ethnic and religiously focussed soup varieties. This type of modification is known as ________.

A)product mixing
B)line extensions
C)brand extensions
D)promotional dilemmas
E)customer stratification

Question 65

Recently General Motors was on the brink of bankruptcy. One of the solutions was to deal with their problem of multibranding. What did GM do to reduce costs and increase profitability?

A)They cut many modest or failing brands to focus on their stronger brands.
B)They offered employee discounts to everyone.
C)They lobbied along with Chrysler for huge government bailout payments.
D)They sold stock to generate revenue.
E)They sold more cars and trucks.

Question 66

Co-branding has many limitations. Which of the following is definitely one of them?

A)customer complaints
B)brands must be complementary
C)competition envy
D)partner distraction
E)ease of use limitations

Question 67

A number of top selling retail toys are products that are based on television shows and movies. These are examples of ________.

A)licensing
B)product extensions
C)word of mouth sales
D)exploitations
E)top down production

Question 68

In recent years name and character licensing has ________.

A)declined slightly
B)declined quickly
C)increased quickly
D)increased slightly
E)stayed about the same

Question 69

According to the text, consumer preference isn't based on taste alone. Consumers attach ________ to brands and develop ________ that go beyond a product's physical attributes.

A)value; choices
B)meaning; relationships
C)benefits; alliances
D)labels; lists
E)names; icons

Question 70

An important task of the brand manager is the management of ________.

A)money
B)people
C)brand names
D)communications about the brand
E)story seeding

Question 71

One of the many benefits to multibranding is that ________.

A)each brand has a small market share
B)it focuses market penetration
C)it increases per unit profitability
D)it simplifies promotion
E)consumers choose one of your many brands

Question 72

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks. These are examples of ________.

A)branding
B)trademarking
C)copying
D)knock offs
E)licensing

Question 73

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning ________ in favour of ________.

A)private brands, national brands
B)national brands, no names
C)private brands, exclusive names
D)national brands, private brands
E)no names, national brands

Question 74

Retailers often price their store brands ________ comparable national brands.

A)higher than
B)lower than
C)the same as
D)unrelated to the price of
E)much higher

Question 75

Procter & Gamble recently used the Mr. Clean character on its new line of auto cleaning kits. P&G did this to increase recognition and speed consumer acceptance. This success story is a good example of ________.

A)promotion
B)customer service
C)research and development
D)brand extension
E)sales savvy

Question 76

A company might introduce a new brand because ________.

A)their sales force recommends it
B)their old brand is waning in popularity
C)they developed a new product
D)the competition is increasing
E)they believe more brands is better

Question 77

One advantage of co-branding is ________.

A)more defined target market
B)decreased competition
C)longer product life
D)more memorable
E)greater brand equity

Question 78

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster. This is a good example of ________.

A)branding
B)trademarking
C)advertising
D)product mixing
E)co-branding

Question 79

BMW was the first company to create branded entertainment in the form of a series of short films. In each film the star was ________.

A)a male
B)a female
C)from Hollywood
D)a BMW car
E)a car owner

Question 80

At Jeep you can now buy 7 different models; the Commander, Grand Cherokee, Compass, Patriot, Liberty, Wrangler, and Wrangler Unlimited. A risk of this over extension is that a brand ________.

A)loses market share
B)increases variable costs per unit
C)complicates consumer touchpoints
D)dominates an industry
E)confuse the image of the brand