Deck 10: Branding, Work, and Consumption

Question 1

Which of the following is an example of people being branded?

A) Shoppers at a large outdoor mall are subjected to a faked, carefully crafted environment.
B) People think of themselves primarily as consumers rather than citizens.
C) Kim Kardashian is "famous for being famous."
D) Companies such as Burt's Bees maintain Facebook pages similar to your childhood friend's, with photos, "Likes," and status updates.

Answer 1

C

Question 2

Early advertising highlighted the uniqueness of a product and was based on a formula that included ______.

A) savvy consumerism because you are using products that work better with less ingredients
B) good citizenry because you are using environmentally friendly products
C) the notion that if you use the product you (or your home or your food) will be much better or more desirable
D) costs savings for using products that are not as expensive as the competitors

Answer 2

C

Question 3

An example of ethical branding is ______.

A) an organization that uses its brand to construct a relationship with its various stakeholders
B) a soda company producing an advertisement that shows two people overcoming a conflict as a result of sharing a drink
C) a manufacturing company launching a campaign to show its environmental responsibility while dumping chemical waste products in local rivers
D) a company markets expensive items to lower income consumers to make them feel better about themselves

Answer 3

A

Question 4

In the second half of the 19th century, branding was ______.

A) a neoliberal way to control consumerism
B) a way to expand the market by creating in people new needs and desires
C) a way to distinguish one consumer behavior from another
D) a classical way of using capitalism to control buyer behavior

Question 5

Leonard has a staff of 30 millennials who engaged in volunteerism, are active social media users, and work best with a flexible schedule. Leonard decided to allow employees to set their own schedules and honors the employee of the month by making a donation to a charity of their choice. Employees appreciate the fact that their boss seemingly has shaped corporate values around the values of the staff. This is an example of ______.

A) worker unity
B) emotional branding
C) work-life separation
D) branding from the outside in

Question 6

It is important to understand branding primarily in order to ______.

A) identify the unique selling proposition of a product
B) identify best practices for promoting ourselves as we engage in the discourse of enterprise
C) become immune to the siren call of advertising messages
D) be more reflective about our relationship to a world of images, symbols, and meanings mediated by corporate interests

Question 7

Iams is a popular pet food company founded in 1946. More recently, they have begun to sell pet insurance. This is an example of ______.

A) brand diversity
B) brand extension
C) brand variability
D) product placement

Question 8

The day-to-day function of creating economic value for companies and constructing meaning is representative of ______.

A) discourse of democracy
B) self-capitalism
C) identity construction
D) communicative capitalism

Question 9

The 21st-century conception of "the marketplace" is a space where ______.

A) the experience of shopping and consumption is branded
B) the free exchange of both goods and ideas occurs
C) people congregate to get together with friends and debate issues of the day
D) people protest injustice

Question 10

Starbucks, Wells Fargo, and Uber are three different companies, however all three faced events that threatened the ______ brand.

A) self
B) corporate
C) conscious
D) identity

Question 11

Brand researchers spend many hours observing people as they walk around stores in order to find out how they interact with products. This method of research is called ______.

A) cultural analysis
B) ethnography
C) heuristic inquiry
D) reality testing

Question 12

While strong brands connect with stakeholders and send messages of optimism and freedom of choice, the ultimate purpose of branding is ______.

A) identity construction
B) to make profits
C) to engage in consumer advocacy
D) greenwashing

Question 13

The relationship between cultural expression and commercial expression is blurred in which of the following scenarios?

A) purchasing a "RED" product to help fight AIDS in Africa
B) buying gas and then going into the station to get a sandwich
C) watching a television show that incorporates product placement
D) choosing a generic prescription over a name brand prescription

Question 14

G & G Market employees who showcase their talent at work are provided with ______ and are allowed to express their 'preferred' sense of self at work.

A) identity incentives
B) investment opportunities
C) corporate social responsibility
D) mediate brand opportunities

Question 15

Mountain Dew ads imply that drinking Mountain Dew will open up a world of excitement where you can do ("dew") anything. The constructed meaning associated with this brand is an example of the ______.

A) homonym effect
B) floating signifier effect
C) target market premise
D) feel-good premise

Question 16

In Mastercard advertisements, people have "priceless" experiences enabled by Mastercard. This is an example of ______.

A) a unique selling proposition
B) brand extension
C) emotional appeal
D) floating signifier

Question 17

Which of the following is characteristic of what Rob Walker describes as the "click" phenomenon?

A) Consumers identify themselves with their brand choices.
B) Consumers are more likely to interact with a brand via the Internet.
C) Consumers are no longer captive audiences in the way they once were.
D) An angry consumer may publically condemn a product or brand.

Question 18

G & G Market encourages employees who are musicians and artists to perform at work and encourages other creative expressions. G & G Market ______.

A) uses emotional, rather than rational appeals to get workers to commit to the organizational mission
B) has figure out how to bring social imaginary to work free of charge for consumers
C) has integrated individual idiosyncrasies of creative people into the corporate context
D) enabled consumers to engage directly with employees by listing to music and purchasing their art

Question 19

Which of the following is an example of "murketing"?

A) targeting multiple demographics at once through broad appeal
B) showing the same commercial more than once during one commercial break
C) using multiple media - television, radio, and Internet - to advertise the product
D) creating a fake documentary in which characters use the product

Question 20

For about the first 100 years of modern advertising, the very notion of the brand was intimately connected with ______.

A) automobiles
B) perishable household items
C) tools
D) furnishings

Question 21

In the early days of branding, the man of the house, as the primary breadwinner, was the target consumer for branded goods.

Question 22

Advertising for household products today uses the same general formula developed nearly 100 years ago.

Question 23

Being called ______ reflects the fact that people are now involved in the brand management and branding strategies.

Question 24

Branding in today's society is based on the transmission model of communication.

Question 25

The "Campaign for Real Beauty" (Dove soap) is an example of a brand engagement with political issues.

Question 26

______ is a strategy that attempts to integrate brands into the expression of individual identities by blurring the distinction between marketing and everyday life and popular culture.

Question 27

Edward Bernays (founder of public relations) was responsible for a campaign that connected smoking with ______ and freedom.

Question 28

June decides to watch the weekend marathon of romantic comedies on the Family Network. She notices that many of the items that she uses in or own home are centrally placed in various scenes through the movies. Tactic is known as ______.

Question 29

Consumption is empowering.

Question 30

Companies developed a brand formula that highlighted what the advertising industry referred to as the USP, or ______, of a product.

Question 31

When consumers purchase a particular brand, they are engaging in an act of identity construction.

Question 32

In the (post) modern corporation, everyone must adopt and cultivate a(n) ______ in which work and non-work selves become increasingly interrelated and work becomes a constant performance of a carefully nurtured professional identity that visibly contributes to the company's bottom line.

Question 33

______ is a primarily communicative process that involves the efforts of corporations to shape human identity and influence the cultural and social landscape in order to sell consumer products.

Question 34

Today's companies view the brand as an active participant in an ongoing dialogue with the consumer.

Question 35

Literally any meaning or quality can be attached to any object, product, company, or person through the ______.

Question 36

The goal of branding is to get us to respond in emotional rather than rational ways to products.

Question 37

Branding is intrinsically unethical.

Question 38

Unilever is the parent company for Axe and Dove. While the company brands Dove as a body image conscious activist brand, Axe uses an opposite branding strategy that positons women as sexual objects. This supports the notion that branding is more about ______ and less about empowerment.

Question 39

______ is the process of leveraging the meanings and emotions associated with a particular company to a variety of different products that don't necessarily have any relationship with each other.

Question 40

Consumers are active participants in the meaning creation process of brands.