Deck 29: Note : Brands and Branding

Question 1

The total financial benefit that results from owning a brand is quantified through the process of brand ________.

A) differentiation
B) positioning
C) valuation
D) building

Answer 1

C

Question 2

A brand is best defined as a product's ________.

A) logo
B) trademark
C) official trade dress
D) commercial identity

Answer 2

D

Question 3

Hierarchical models for measuring brand strength enable marketers to ________.

A) determine the financial value of a brand
B) communicate a consistent brand image
C) assess marketing mix investments
D) strengthen brand heritage

Answer 3

C

Question 4

Brand equity reflects the value that ________ attach to the promise of a brand.

A) producers
B) consumers
C) managers
D) marketers

Question 5

Which term refers to nonfuctional elements of a product such as package shape,design,and color?

A) trade dress
B) trademark
C) identity
D) logo

Question 6

According to the text,which brand building element is the most important?

A) social phenomena
B) product and design
C) promotional methods
D) service and distribution

Question 7

Millward Brown's BrandDynamics model is a commercial tool for measuring brand strength based on categories such as performance,presence,and relevance.

Question 8

Marketing communications effectively build brand equity if they are consistent and focused.

Question 9

What is the first step in building a brand?

A) brainstorming advertising copy
B) selecting a spokesperson
C) forming a positioning statement
D) searching for sponsorships

Question 10

The consumer backlash caused by the introduction of New Coke indicated that the brand equity of Coca-Cola relied heavily on brand ________.

A) sponsorships
B) communities
C) promotion
D) heritage

Question 11

The popularity of Cadillac's Escalade among well known athletes and celebrities exemplifies how brands can be built through ________.

A) social phenomena
B) viral marketing
C) aesthetic features
D) product history

Question 12

Brand ________ answers the questions,"What should my brand stand for?"

A) positioning
B) personality
C) architecture
D) symbolism

Question 13

Brand valuation tools calculate the effectiveness of a specific marketing mix on building brand equity.

Question 14

What is a brand? How do brands benefit both customers and firms?