Deck 2: Brand Leveraging and Repositioning: Strategies for Success

Question 1

Raymonds wish to enter women's formal apparel. This leveraging strategy would be called____.

A)Brand extension strategy
B)Line extension strategy
C)Co-branding
D)Moving the brand up.

Answer 1

Brand extension strategy

Question 2

Nike has expanded from running shoes to athletic shoes, athletic clothing, equipment strengthening its association to peak performance and sports in the process. This is an advantage of Line extension because

A)Enhances Parent image
B)Confuse customer
C)Confuse Retailers
D)Can dilute brand image

Answer 2

Enhances Parent image

Question 3

______ is an arrangement that associates a single product or service with more than one brand name.

A)Brand building
B)Brand leveraging
C)Co-branding
D)Brand strategies

Answer 3

Co-branding

Question 4

________is a long-term plan for the development of a successful brand in order to achieve specific goals.

A)Brand building
B)Brand Equity
C)Brand strategy
D)Brand

Question 5

In this stage of the brand analysis process companies need to establish who their primary and secondary audiences are. This is brand strategy _______analysis

A)Customer
B)Competitor
C)Self-
D)Advertising

Question 6

In Competitor analysis When analyzing the competitors companies needs to establish their market position, brand position, __________ and brand personality

A)Brand promise
B)Brand strategy
C)Brand leveraging
D)Brand identity

Question 7

At this stage of the brand analysis process involves analyzing current brand position/promise as well as the history, threats and values of the organization. It is ______ analysis

A)Customer
B)Competitor
C)Self-
D)Advertising

Question 8

Lifebuoy Original, Lifebuoy silver, Lifebuoy Lemon fresh, Lifebuoy Total10 are all known as

A)Multi Branding
B)Multi product branding
C)Mix branding
D)Multi strategy

Question 9

_____________ is used when an organization uses one name for all its products:

A)Multi Strategy
B) Multi branding strategy
C)Multi product branding strategy
D) Mix branding

Question 10

Multi product branding strategy is also known as:

A)Blanket or family branding strategy
B)Co- branding
C)Brand licensing
D)Generic branding

Question 11

Brand ___________ is when a company changes a brand's status in the marketplace

A)Repositioning 
B)Identity
C)Strategy
D)Leverage

Question 12

Which brand repositioned themselves from a beauty soap to ' Germ Kill" soap ?

A)Dove
B)Pears
C)Dettol
D)Lifebuoy

Question 13

Vicks was repositioned from a cold rub to adult rub. This is an example of ________ repositioning

A)Increase of users
B)Increase of competitors
C)Increase of product
D)Increase of brand

Question 14

Which company created baby shampoo for mothers as a part of their repositioning strategy to get new customers

A)Proctor and Gamble
B)Johnson and Johnson
C)Hindustan Unilever
D)Nestle

Question 15

Odomos was promoted initially for Indoor and later for outdoors. This repositioning happened in order to

A)Increase occasion for use
B)Curb mosquito breeding
C)Increase Dengue
D)Increase malaria

Question 16

Milk maid repositioned itself from dairy whitener to

A)Artificial sweetener
B)Desert Ingredient 
C)Sugar enhancer
D)Make sweets

Question 17

Dominant Cell phone brand in the mind of customer while mentioning the product category in the brand awareness pyramid is

A)Oppo
B)ViVO
C)I phone
D)MI

Question 18

Brand recall may be tested into two forms : Aided recall

A)Unaided recall
B)Brand recall
C)Brand recognition
D)Unaware brand

Question 19

A brand association is anything "linked" in memory to a brand for example :

A)TATA
B)Ronald Macdonald
C)Breeze
D)Starbucks

Question 20

________is a measure of the attachment that a customer has to a brand.

A)Brand Association
B)Brand Loyalty
C)Brand equity
D)Brand Promise

Question 21

Ferrari and Jaguar are very high in differentiation but extremely low in_______

A)Differentiation
B)Knowledge,
C)Relevance
D)Esteem

Question 22

Under powergrid choose the eroding brand

A)Nike
B)Nimbooz
C)Nutella
D)Nokia

Question 23

The brand manager role first developed by __________ in the mid -1930's.

A)Johnson and Johnson
B)HUL
C)Procter & Gamble
D)Nestle

Question 24

Strategic brand objective include

A)Brand manager
B)Range brand manager
C)Brand Awareness
D)CEO

Question 25

Select the odd one out.

A)Cadbury
B)Surf
C)Salt
D)Nike