Deck 11: The Product Experience: Building the Brand

Question 1

The company brand roles are legal protection for the product and offer an effective and efficient methodology for distributing products.

Answer 1

False

Question 2

The three customer brand roles are conveying information, educating and reassuring the customer during the purchase decision.

Answer 2

True

Question 3

The major advantage of brand connections for the brand sponsor is that it is a barrier to entry for potential competitors, especially for smaller firms that lack brand recognition.

Answer 3

True

Question 4

One big advantage unbranded products have over branded products is that customers will infer a level of quality from the unbranded product that facilitates their purchase decision.

Question 5

The perceived quality of a brand enables companies to extend the product range, can lead to a price premium opportunity, and is an excellent differentiator in the market.

Question 6

The strongest form of brand equity that reflects a commitment to repeat purchases is brand loyalty.

Question 7

Brand loyalty develops when customers develop a number of emotional, psychological, and performance links with a brand.

Question 8

The key benefit of Stand-alone brands is that they separate the company from the brand, which insulates the company if there is a problem with the brand.

Question 9

To create a brand identity there must be real, identifiable and meaningful differences among products.

Question 10

One of the drawbacks to a firm that benefits from brand loyal customers is that it suffers from an increased long-term marketing costs giving the brand sponsor less flexibility in the marketing budgets because the loyal customers expect certain marketing events to occur.

Question 11

One of the key aspects of the label is the inclusion of information to meet federal, state, and local rules and regulations.

Question 12

The major objectives of packaging are to protect the product, communicate information about the product, and encourage product use.

Question 13

Loyal customers are great advocates for a brand, however blogs and other online communities have yet to become useful tools for marketers to reinforce the brands message because they have not figured out how to best use them.

Question 14

The disadvantages of family branding include that they are expensive to create and that there is no protection for the brand if one of its members is has a problem.

Question 15

Brand loyal customers tend to spend more time gathering information about a purchase and spend longer in the purchase decision process because they want equal information about all brands, not just those they have experienced.

Question 16

The two primary advantages of brand connections for customers are that they connect information with a brand they know rather than sort through information on unfamiliar brands, and strong brands generate a more positive attitude toward the product.

Question 17

Since customers make brand connections, marketing managers generally want to extend the brand to new products, no matter how well they fit with the existing perception of the brand as long as the extension is into a profitable category.

Question 18

Brand loyal customers are less forgiving of problems related to the brand, which hinders the company's ability to respond to a negative experience.

Question 19

Successful marketing strategy only builds quality into the product in order to validate a price premium.

Question 20

A good branding strategy can overcome a product that fails to deliver on the value proposition by infusing it with the brand image.

Question 21

Lucky's Lettuce has spent much time and money over the past several years trying to become the premium brand for lettuce.However managers are finding it very difficult to build a strong brand because of the commodity nature of lettuce.This is an example of the ______ limitation of branding.

A) Lack of meaningful differences among products
B) Failure to persuade the customer
C) Failure to over come poorly designed products
D) Failure to protect the brand
E) Lack of brand worthy communications

Question 22

Because Sony has so many different product offerings in various electronics categories, management has found that it is helpful to use brands to keep track of products in each category, Thus, they have different brand names for their televisions, DVD players, and portable music players.This is an example of the _______ role the brand plays for the brand sponsor.

A) Benchmarking
B) Education
C) Protection
D) Invigoration
E) Categorization

Question 23

Doubletree Hotels has the smell of chocolate chip cookies infused into its lobby because it feels that the scent adds to the _____ experience.

A) Olfactory
B) Brand
C) Tangible
D) Intangible
E) Environmental

Question 24

The owner of Santos Lawn Service is looking to buy a new lawn tractor, a major purchase and significant financial investment.The owner decides to purchase a Dixie Chopper because of their reputation for dependability and excellent customer service.This is an example of the _______ role the brand plays for customers.

A) Reassurance
B) Education
C) Communication
D) Invigoration
E) Benchmarking

Question 25

When a competitor used its logo in a disparaging way in an advertisement, XYZ brand sued.It won the suit on the basis that the competitor violated its trademark.This is an example of the _______ role the brand plays for the brand sponsor.

A) Benchmarking
B) Education
C) Protection
D) Invigoration
E) Categorization

Question 26

Diageo, a maker of premium spirits and other alcoholic drinks has created a virtual bar to reach _____, especially those in Generation Y who are most comfortable online and receive most of the information over the Internet.

A) Technophiles
B) Hackers
C) Digital Natives
D) Second Lifers
E) Net Addicts

Question 27

James has been to Farm Fresh Ice Cream Shops several times.Based on his previous visits he has developed certain emotional, psychological, and performance expectations for all subsequent visits to Farm Fresh.For instance he believes he will feel happier when he leaves than when he arrives and that the ice cream will be rich and smooth.This is an example of the _____ dimension of brand equity.

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

Question 28

The American Marketing Association defines _____ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or groups of sellers and to differentiate them from those of competitors."

A) Brand Identity
B) A brand
C) Brand Momentum
D) Brand Equity
E) Brand Symbols

Question 29

Gino always purchases clothing made by S&G Clothing.He tells others about how much he likes their clothes and the good qualities about them.When a shirt he purchased turned out to be defective, instead of switching clothing companies he gave S&G a chance to fix the problems and still shops there.This is an example of the _____ dimension of brand equity.

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

Question 30

The owners of ABC Medical Equipment has been developing the brand equity of their MRI and CAT Scan equipment.Now when some one mentions ABC's machines radiologists and hospital purchasing agents usually say that they have heard of ABC's offerings and are interested in learning more about them.This response signals a familiarity and potential commitment to the brand.They have achieved the _____ dimension of brand equity.

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

Question 31

______ is defined as a summary of unique qualities attributed to the brand.

A) Brand Identity
B) Brands
C) Brand Momentum
D) Brand Equity
E) Brand Symbols

Question 32

The Apple Corporation has a lengthy document specifying exactly who can use its trademarks and how to use them properly.They put forth all this information in an effort to ______ their brand.

A) Identify
B) Clarify
C) Control
D) Limit the liability of
E) Protect

Question 33

LMN Spirits created a digital nightclub as a way to reach younger customers in Generation X and Gen Y.It felt that this second life hang out would positively influence the value of its brand.However, they did not verify the ages of users and created a national stir when it was discovered that up to 30% of the users were under the legal drinking age of 21.Its failure to meet the industry's ethical guidelines about promoting products to minors lead to a sharp decrease in the value of LMN's brand.This is an example of the ______ limitation of branding.

A) Lack of meaningful differences among products
B) Failure to persuade the customer
C) Failure to over come poorly designed products
D) Failure to protect the brand
E) Lack of brand worthy communications

Question 34

Because she knows that no other single product element conveys more information about the company than the brand, the marketing manager XYZ Shoes is concerned with ____ as an integral part of the product development process.Even though XYZ offers an established product, it is defined, in large measure, by its brand, and the marketing manager works very hard to protect this critical asset.

A) Marketing imagery
B) Branding strategy
C) Customer perceptions
D) Competitive actions
E) Internal strengths

Question 35

The marketing manager for ABC Corp.is about to launch a new product.He is concerned with coming up with a combination of a name, symbol, and design to identify the new product and to differentiate from the competition.He is trying to come up with the _____ for the product.

A) Identity
B) Characteristics
C) Personality
D) Brand
E) Unique aspects

Question 36

When Apple introduced the i-Phone in order to reach the corporate mobile user, it had to develop features that would attract this market.However, it had to deal with the offerings of market leader Research in Motion, so when the engineers were designing the i-Phone they used the Blackberry as a comparison point.This is an example of the _______ role the brand plays for the brand's competitors.

A) Invigoration
B) Education
C) Protection
D) Benchmarking
E) Categorization

Question 37

When customers see the logo of McDougal's restaurant, they think of decent food served quickly in a clean, family friendly environment.This is an example of the _______ role the brand plays for customers.

A) Reassurance
B) Education
C) Information conveyance
D) Invigoration
E) Benchmarking

Question 38

Over the years Maytag has earned a reputation as reliable and durable, so when John decided to buy a new Maytag washing machine he was willing to pay more for it.This is an example of the _____ dimension of brand equity.

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

Question 39

KFC is very protective of its "Seven Herbs and Spices" recipe intellectual property, which, in the view of the company, gives them a significant competitive advantage over other chicken restaurants, and will use any legal resource available to protect its patented formula.This is an example of the _____ dimension of brand equity.

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

Question 40

Over the years Athena Footwear had developed a reputation as a high quality brand of shoes at a moderate premium price point.Recently it decided to introduce a low-price line of shoes, however, the new line suffered from poor performance and durability, and if the shoes in the new line got wet, the colors would bleed.Because of these problems, the sales of new line were poor and the value of Athena Footwear's brand dropped significantly.This is an example of the ______ limitation of branding.

A) Lack of meaningful differences among products
B) Failure to persuade the customer
C) Failure to over come poorly designed products
D) Failure to protect the brand
E) Lack of brand worthy communications

Question 41

Because of its reputation for excellent flavor and increasing energy, NRG Beverages is able to charge a price premium for its products.However, NRG must continue to validate the reasons for this premium price to its customers.This is an example of linking the ______ benefit of brand equity to marketing strategy.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 42

Dell used its brand to expand into new areas including printers and consumer electronics such as LCD and plasma televisions.Dell engaged in a ______ extension.

A) Natural
B) Line
C) Random
D) Category
E) Basic

Question 43

International Delight coffee creamers, frequently adds new flavor offerings to its product offerings.This would be an example of a ______ extension.

A) Natural
B) Line
C) Random
D) Category
E) Basic

Question 44

Really Big Soaps, the market leader in body wash, sell its products around the country under the same brand.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 45

Starbucks has a relatively small advertising budget because it is so well known that it doesn't need to spend much money raising brand awareness.This is an example of the _______ benefit of brand equity for brand sponsors.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 46

American Express recently introduced the One card that incorporates the American Express brand as well as its own brand One This is an example of combining a family brand with _____.

A) Merging
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) Licensing

Question 47

When Toyota, Honda, and Nissan created luxury cars, they realized the need to create a new brand because the target markets would be less willing to accept their current brands in a luxury automobile.This is because the luxury lines would not fit with the ________ that customers held.

A) Brand associations
B) Brand loyalty
C) Perceived quality
D) Brand connections
E) Brand identity

Question 48

Porsche was able to successfully introduce the Cayenne SUV as the first high-performance sporty SUV.Because the company's brand had high _____ they were able to introduce a product into a category that, to that point, had not been considered a "sports vehicle."

A) Brand associations
B) Brand loyalty
C) Perceived quality
D) Brand connections
E) Brand identity

Question 49

When Maria purchases laundry detergent she is able to easily recall and process information about Tide, but this does not happen for other brands.This is an example of the _______ benefit of brand equity for customers.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 50

XYZ brand is the market leader in small appliances.Its brand is also the strongest in the category and customers identify with the brand.Because of the strength of its brand, other competitors are finding it difficult to successfully enter the marketplace.This is an example of the _______ benefit of brand equity for brand sponsors.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 51

Lever Brothers, a worldwide leader in consumer products, follows a brand strategy in its personal care division with nine brands (AXE, Dove, Lifebuoy, Lux, Ponds, Rexona, Sunsilk, Signal, and Vaseline)that operate independently of each other.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 52

The producers of a successful animated television program for children entered in agreements with restaurants and toy manufacturers right to use the brand in exchange for a set fee or percentage of sales.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) Licensing

Question 53

Costco and American Express joined together to offer a Costco-American Express card that allows users to get rebates on their purchases at Costco while expanding the reach of American Express to Costco members.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) Licensing

Question 54

Intel makes a product most people never see, however it spends a great deal of money building its brand and now people ask for "Intel Inside." This is an example of linking the ______ benefit of brand equity to marketing strategy.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 55

The marketing manager for DRNK Spirits has decided that all of the products his company produced would carry the same brand name of Nightlife.As a result there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 56

Because he always purchased Harley-Davidson Motorcycles, Cliff does not consider any other brands and makes a quick decision when he is making a purchase in this product category.This is an example of the _______ benefit of brand equity for customers.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 57

Even though National Brand pain reliever and Store Brand pain reliever both contain the same amount of Ibuprofen per capsule and are both gel coated, Joan chooses to purchase National Brand because she thinks it will work better based on the brand name alone.This is an example of the _______ benefit of brand equity for customers.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 58

David Aaker defines _____ as "a set of assets (and liabilities)linked to a brand's name and symbol that adds to (or subtracts from)the value provided by a product or service to a firm or that firm's customers."

A) Brand Identity
B) Brands
C) Brand Momentum
D) Brand Equity
E) Brand Symbols

Question 59

ABC Pasta has developed a strong brand name in the dry pasta market place based on its texture and taste.Through its strong brand, ABC was able to introduce a successful line of sauces under the same brand name.This is an example of the _______ benefit of brand equity for brand sponsors being used to extend the product range.

A) Perceived Quality
B) Brand Image
C) Brand Connections
D) Perceived Bonuses
E) Brand Loyalty

Question 60

Super-Mart decides to create its own brand of personal care products.It enters into an agreement with a large manufacturer of this type of product to supply them with the products that will carry its newly formed brand's name.This is an example of _______.

A) Family branding
B) Store Branding
C) Stand-alone branding
D) Co-branding
E) National Branding

Question 61

The marketing manager of QRS Children's Furniture is designing a new label for her line of highchairs.The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions.These are examples of the ________ requirement of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 62

Dave's Donuts decided to enter a co-branding relationship with Sid's Sandwiches in which both companies would have operations in the same retail space.This was beneficial for both because it reduced unused capacity for both as Dave's major usage is in the morning while Sid's is from 11 AM until midnight.This is an example of a _____ type of co-branding relationship.

A) Co-location
B) Multiple company venture
C) Joint venture
D) Internal brand combination
E) Merger

Question 63

Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in the United States.It was not clear where the fake toothpaste originated, but Colgate and other packaged goods companies took a number of steps to reduce counterfeit packaging.Document Security Systems works with manufacturers to make their packaging more secure.This is part of the _____ objective of packaging.

A) Harmony
B) Aesthetic
C) Communication
D) Protection
E) Usage Promotion

Question 64

Yum Brands brings together its Taco Bell, Pizza Hut, and KFC brands under one roof in various locations.This is an example of a ______ type of co-branding.

A) Co-location
B) Multiple company venture
C) Joint venture
D) Internal brand combination
E) Merger

Question 65

Nickelodeon and Marriott partnered to create a kid-friendly chain of vacation-oriented hotels.This is an example of a _____ type of co-branding relationship.

A) Co-location
B) Multiple company venture
C) Joint venture
D) Internal brand combination
E) Merger

Question 66

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information.This is an example of a ________ requirement of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 67

Coke's distinctive contour bottle design is so unique the package can be identified in the dark.Additionally, packaging offers the company the opportunity to present the trademark, logo, and other relevant information in an appealing and persuasive manner.This relates to the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Protection
D) Harmony
E) Communication

Question 68

Procter & Gamble co-branded its Tide detergent and Downy fabric softener to create Tide Simple Pleasures and Downy Simple Pleasures in the U.S.market.In England, the company co-branded its Bold and Lenor detergents, creating a premium brand called Bold Infusions and Lenor Infusions.These are examples of a _____ type of co-branding relationship.

A) Co-location
B) Multiple company venture
C) Joint venture
D) Internal brand combination
E) Merger

Question 69

The manufacturer of Tiny Bubbles, a laundry detergent, is redesigning his package.He wants the shape to be distinctive in the hope that it will distinguish his brand from the competition because he knows that a unique package can be a deciding factor at the point of sale.He is focusing on the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 70

The marketing manager of Avery paper makes sure each package design shows the product clearly on the box; for example, a box of clear white mailing labels shows the label and how it can be utilized.He is focusing on the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 71

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label.This is an example of the ______ requirements of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 72

The Symbian operating system came about from the co-branding effort of Nokia, Ericsson, Sony, Panasonic, Siemens, and Samsung.They license Symbian to a number of wireless manufacturers including LG and Fujitsu.This is an example of a _____ type of co-branding relationship.

A) Co-location
B) Multiple company venture
C) Joint venture
D) Internal brand combination
E) Merger

Question 73

NRG Beverages and DRNK Spirits are considering co-branding an energy drink that also contains alcohol.The critical decisions in this type of relationship revolve around _____ for each firm.

A) Control factors
B) Resource commitments
C) Brand strength
D) Brand identity
E) Brand protection

Question 74

The marketing manager of Super Fresh Frozen Vegetables is working on the package for a new line of self-steaming microwaveable vegetables.He wants the package to show a physically fit individual happily eating the product and how to work the steamer packaging.He is focusing on the ______ objective of packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 75

Heinz revolutionized the industry when it introduced its inverted bottle because consumers had complained for years about how hard it was to get out that last bit of ketchup.The company spent three years designing the convenient container, which is equipped with a vacuum cap that stops crustiness from forming around the lid.This is an example of the _______ objective of package design.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 76

The owner of Tiny Tots Baby Food is redesigning the package for her product.She is trying to select a color that is both comforting and natural as well as a shape that is distinctive so that her brand is easy to identify and distinguish from it main competitors.She is focusing on the ______ element of effective packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 77

Coke's packaging has red as the dominant color to express the brand as active and energetic while Pepsi uses blue to present itself as fresh and relaxed.The colors reflect the brand and are carried through in the package design.These are examples of the _____ element of effective packaging.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 78

On a can of Coke, the package is a significant component of the product's overall cost so there is concern about any increases in package cost.However, the can must be strong enough to hold the carbonated beverage under variations in temperature and other use conditions.Additionally, Coca-Cola must consider a variety of package materials, sizes, and shapes, and it must design each to operate more or less the same under a variety of situations.These are all considerations when thinking about the ______ objective of package design.

A) Usage Promotion
B) Aesthetic
C) Communication
D) Harmony
E) Protection

Question 79

Robitussin redesigned its packaging to provide specific product use information to help parents make a purchase decision and to inform them about proper product usage.The package lists four key pieces of information: the product's formulation, whether it is drowsy or non-drowsy, the symptoms it treats, and the recommended age for usage.This is an example of meeting the ________ requirements of labeling.

A) Legislative
B) Marketing
C) Legal
D) Industry
E) Consumer

Question 80

The marketing manager of Store Brand Pain Reliever is designing the package for their new gel coated capsules.Her main concerns are to design a package that prevents tampering on the shelf and keeps children from accessing the product without adult assistance.She is focusing on the ______ objective of packaging.

A) Protection
B) Aesthetic
C) Communication
D) Harmony
E) Usage Promotion