Deck 11: Building Brands With the Marketing Mix

Question 1

What is a 'branded house'?

A) A department store
B) A company that sells multiple brands
C) An alternative name for corporate branding
D) A single master brand that spans a set of sub brands
E) A company that owns multiple individual and competing brands

Answer 1

D

Question 2

Why do many advertisements contain a pack shot?

A) To help customers to recognise the packaging and remember the message of the advert
B) It is a legal requirement
C) It is a requirement of the advertising code of practice
D) It ensures customers will remember the advert and what product it was for
E) Because packaging represents a major investment and should therefore be shown off at every opportunity

Answer 2

A

Question 3

What is pattern advertising?

A) Adverts for designer clothes
B) Adverts that don't show the product being advertised
C) A sequence of adverts that tell a story
D) Abstract advertising designed to get around the advertising code of practice
E) Adverts that look similar but use different images and slogans for different audiences

Answer 3

E

Question 4

What type of brand is Tesco Cola?

A) Copycat brand
B) Own label brand
C) Public limited brand
D) Umbrella brand
E) Individual brand

Question 5

Why did the makers of the cleaning product Jif change its name to Cif?

A) As part of an international standardisation strategy
B) They were sued by the makers of Jif lemon juice
C) Because 'cif' means 'clean' in a number of languages
D) As part of their product portfolio management - they had too many similar products
E) It was a printing error

Question 6

Who tried, unsuccessfully, to re-brand themselves as Consignia?

A) British Telecom
B) Mercury
C) Royal Mail
D) Virgin Media
E) The Home Delivery Network

Question 7

Which of the following is part of a brand's identity?

A) Name
B) Personality
C) Equity
D) Price
E) Audience perceptions

Question 8

Sony laptops have a sticker on them which says 'Intel inside'. This is an example of what?

A) Corporate branding
B) Dual branding
C) Piggyback branding
D) Multi-branding
E) Co-branding

Question 9

Little Piggy is a brand of upmarket sausages sold through independent groceries and butchers. The marketing team want to build on the brand's success by broadening their product portfolio. They plan to start with Little Piggy pies. What kind of branding strategy is this?

A) Line extension
B) Range extension
C) Multi-branding
D) Brand extension
E) Brand stretch

Question 10

Which of the following is a range brand?

A) Gap
B) Cadbury's
C) McDonald's
D) CK1
E) Next