Deck 7: Branding and Positioning

Question 1

During the maturity stage of the product life cycle. a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?

A) divest the product
B) generate cash flow
C) steal market share
D) hold market share
E) increase share of customer

Answer 1

A

Question 2

What is the overall goal of effective corporate branding?

A) To clearly tie the brand name and brand mark with the organization.
B) To associate the organization with one or more philanthropic causes.
C) To sell more product to members of the supply chain.
D) To position the product relative to competing products.
E) To build and enhance the organization's reputation.

Answer 2

E

Question 3

Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective. a brand should succinctly capture the total offering in a way that:

A) clearly distinguishes it from competiting offerings.
B) utilizes at least 5 brand attributes.
C) answers a question in the customer's mind.
D) clearly ties the brand name together with the brand mark.
E) associates the brand with a customer emotion such as happiness or love.

Answer 3

C

Question 4

Best Buy offers many different manufacturer (name) brands including HP. Panasonic. Sony. and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

A) increased profit margin
B) reduced marketing costs
C) less competition
D) total control over marketing
E) increased loyalty to Best Buy

Question 5

Walmart offers many different private-label brands including Sam's Choice. Equate. and Ol' Roy. Overall. what is the primary reason that Walmart would offer these and other private-label brands?

A) increased profit margin
B) reduced marketing costs
C) lowers the risk of a product failure
D) lower inventory costs
E) enhances Walmart's image

Question 6

Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.

A) divesting
B) harvesting
C) repositioning
D) life extending
E) balanced

Question 7

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

A) differentiated
B) individual
C) corporate
D) segmented
E) family

Question 8

Without a doubt. the most important tool of differentiation is:

A) the product's image.
B) the brand.
C) the product's features.
D) perceptual mapping.
E) the product's price.

Question 9

Overall. what is the difference between differentiation and positioning?

A) Differentiation is about the product whereas positioning is about the brand.
B) Differentiation is based on real differences between products, while positioning is completely perceptual.
C) Differentiation is about creating differences among competing products, while positioning is about creating a mental image in consumers' minds.
D) Differentiation is used in tangible goods, while positioning is used in services.
E) There is no difference between differentiation and positioning.

Question 10

When Meghan went to buy groceries. she found everything on her list except Pampers diapers. While the store had other competing brands in stock. Meghan left and drove five miles to the next store where she found the Pampers. It appears that Meghan exhibits a high degree of __________ for Pampers diapers.

A) brand recognition
B) brand preference
C) brand insanity
D) brand equity
E) brand insistence

Question 11

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

A) family branding
B) brand licensing
C) co-marketing
D) brand affinity
E) brand collaboration

Question 12

Which of the following is the best example of a brand mark?

A) Honda
B) Nike's swoosh
C) WD-40
D) BMW
E) 7-Eleven

Question 13

One way of looking at __________ is to consider the marketing and financial value associated with a brand's position in the marketplace.

A) brand equity
B) brand identity
C) brand equality
D) brand value
E) brand capitalization

Question 14

With respect to product descriptors. the product's __________ communicate(s) how the product behaves. hopefully in a fashion that is distinctive and appealing to customers.

A) features
B) benefits
C) image
D) position
E) advantages

Question 15

Which of the following IS NOT a function or potential function of packaging?

A) protection
B) storage
C) convenience
D) integration
E) co-branding

Question 16

One of the most common marketing goals during the introduction stage of the product life cycle is to:

A) conduct test marketing studies.
B) maintain market share.
C) find new uses for the product.
D) engage in customer education activities.
E) spread misleading information about competing products.

Question 17

While Madison was shopping for coffee makers at Target. she recognized many of the brands that were available. Although she was looking for a machine made by Mr. Coffee. she bought a coffee maker by Hamilton Beach because Target was out of all Mr. Coffee machines. What type of brand loyalty is Madison exhibiting?

A) brand recognition
B) brand preference
C) brand insanity
D) brand equity
E) brand insistence

Question 18

Which stage of the product life cycle has (1) establishing a strong. defensible market position. and (2) achieving financial objectives that repay investment as its main priorities?

A) Introduction
B) Growth
C) Maturity
D) Development
E) Decline

Question 19

If you purchase a notebook computer from Dell. you will note several brand insignias on the outside. such as Dell. Intel. and Microsoft Windows. What type of branding strategy does this example represent?

A) co-branding
B) brand licensing
C) co-marketing
D) brand affinity
E) brand collaboration

Question 20

As a tool of positioning strategy. perceptual maps illustrate two basic issues. First. they indicate products/brands that are similar in terms of relative mental position. Second. they illustrate:

A) which brands occupy the same relative space.
B) how competing brands imitate one another.
C) voids in the current mindscape for a product category.
D) how long a brand has held its relative mental image.
E) how much longer a brand is likely to hold its relative mental image.

Question 21

The text argues that a brand is only truly effective when it succinctly captures the total offering in a way that answers a question in the customer's mind. Explain what this means with respect to branding strategy. Also. how is answering a question for customers related to the potential brand attributes outlined in the text?

Question 22

Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?

Question 23

Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

Question 24

Compare and contrast brand loyalty and brand equity. as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.

Question 25

Explain the key differences between product differentiation and product positioning. Other than branding. what are other factors on which product differentiation can be based?