Deck 15: Branding

Question 1

Which component of a successful brand allows firms to engage customers through online surveys and social media tools?

A)create consistent brand messaging
B)deliver a quality product
C)capture feedback
D)create a consistent brand image
E)evaluate competitor's products

Answer 1

C

Question 2

To be successful,brand messaging should

A)keep consumers guessing.
B)strive to explain the product in detail.
C)contain many different messages.
D)be complex and varieD.
E)be consistent and concisE.

Answer 2

E

Question 3

When building a successful brand,it is important that all of the marketing decisions,promotions,and employees reinforce the brand by providing a(n)_______ experience in the minds of consumers.

A)unique
B)consistent
C)memorable
D)simplistic
E)impressive

Answer 3

B

Question 4

The fact that a consumer who has tried and likes a product and therefore,is more likely to continue buying it regardless of outside influences exemplifies the fact that

A)consumers are not that knowledgeable in evaluating alternative products.
B)brand image is the main reason consumers continue to purchase a brand.
C)advertising a brand is the surest way to ensure repeat purchasing.
D)brand equity increases a firm's ability to succeed in a difficult competitive environment.
E)consumers do not like change when it comes to buying products.

Question 5

Brand marks are elements of a brand that can be expressed in all of the following ways with

A)colors.
B)words.
C)symbols.
D)designs.

Question 6

Young and Rubicam,a global advertising agency,developed the BrandAsset Valuator,which suggests that brand equity is based on which of the following four dimensions?

A)relevance,recognition,image and esteem
B)loyalty,esteem,image,and recognition
C)differentiation,recognition,knowledge,and image
D)image,loyalty,messaging,and recognition
E)differentiation,relevance,esteem,and knowledge

Question 7

The name,term,symbol,design,or any combination of these that a firm uses to identify and differentiate its products is its

A)trademark.
B)label.
C)trade name.
D)branD.
E)copyright.

Question 8

When it comes to measuring brand equity,which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

A)brand recall surveys
B)product development research
C)qualitative research
D)quantitative research
E)brand recognition research

Question 9

The unique set of associations target customers or stakeholders make with a brand is referred to as

A)brand recognition.
B)brand marking.
C)brand value.
D)brand image.
E)brand equity.

Question 10

Target stores use an image of a white dog with a red bulls-eye around one of its eyes.In marketing terms,what does this represent for Target?

A)a brand feature
B)a brand image
C)a brand mark
D)an identifier
E)a patent

Question 11

The Jeep brand of vehicles provides consumers with a unique blend of freedom and adventure.One of its advertising campaigns featured the tagline Have fun out there.Jeep.to highlight how the Jeep brand is about being free and adventuresome.This unique set of associations that consumers will make with the Jeep brand is referred to as brand

A)awareness.
B)marking.
C)recognition.
D)image.
E)equity.

Question 12

The value the firm derives from consumers' positive perception of its products is called

A)brand equity.
B)brand capture.
C)brand relevance.
D)brand esteem.
E)brand profit.

Question 13

The brand image that bears your name and that must be managed 24-hours-a-day,7-days-a-week,365-days-a-year,is referred to as your

A)social brand.
B)unique brand.
C)brand equity.
D)primary branD.
E)personal brand.

Question 14

A family traveling in their car is looking for a place to eat off the highway.One of the children in the car sees a sign up ahead with the face of Ronald McDonald on it and exclaims,"Let's go to McDonald's!" This is most likely an example of brand

A)labeling.
B)preference.
C)recognition.
D)equity.
E)discrimination.

Question 15

According to your text,why are brand loyal customers an important contributor to a firm's long-term success and profitability?

A)Brand loyal customers typically exhibit more price sensitivity.
B)Brand loyal customers typically exhibit less price sensitivity.
C)Brand loyal customers write positive reviews of the firm.
D)Brand loyal customers typically don't use coupons to reduce the price of the product.
E)Brand loyal customers write negative reviews of the competition.

Question 16

Randi's family has always owned Toyota vehicles and has been very happy with them.Now that Randi is ready to buy her first vehicle,she doesn't even want to look at other manufacturers because she feels that Toyota's are the best.Randi is exhibiting brand

A)loyalty.
B)exclusion.
C)equity.
D)recognition.
E)discrimination.

Question 17

What aspect of product development should firms try to achieve when developing a successful brand?

A)The product should be unique to the marketplace in order to be competitive.
B)The product should provide value to the customers that will be using it.
C)The product should be aligned with a customer service department to handle complaints.
D)The product should be able to be manufactured as quickly as possible.
E)The product should be promotable through advertising and personal selling.

Question 18

The degree to which customers can identify the brand under a variety of circumstances is referred to as brand

A)equity.
B)recognition.
C)awareness.
D)marking.
E)loyalty.

Question 19

Which of the following is not a component of building a successful brand?

A)Deliver a product that provides value.
B)Create consistent brand messaging.
C)Monitor the competitive environment.
D)Create a consistent brand image.
E)Capture feedback.

Question 20

Which of the following is most helpful in facilitating a brand's expansion into new markets?

A)reinventing the product for the new environment
B)having a high level of brand equity
C)changing the brand's image for each new market
D)delivering a different brand message for the new environment
E)advertising on only one platform

Question 21

Private label brands are also referred to as

A)generic brands.
B)licensed brands.
C)co-brands.
D)store brands.
E)manufacturer brands.

Question 22

The makers of Breyers ice cream have come up with a new line called Breyers Blasts! This line of ice cream combines Breyers ice cream with well-know products such as Oreo cookies,Snickers candy bars,and Reese's peanut butter cups.This is an example of

A)partner branding.
B)brand revitalization.
C)brand extension.
D)dual branding.
E)co-branding.

Question 23

A marketer is trying to uncover the true opinions of a group of consumers,but they are unwilling to express themselves,so instead he asks them to compare his brand to an automobile,a country and a person.What technique is the marketer using?

A)brand recognition
B)projective technique
C)aided recall
D)free association
E)brand recall survey

Question 24

In a brand recognition strategy,how can marketers tell if consumers are truly able to identify the brands they have seen and distinguish between those and brands that they have not been exposed to?

A)They ask consumers what comes to mind when they think about the brand.
B)They repeat the technique several times.
C)They ask consumers to compare the brand to a person,animal,or car.
D)They use decoys that consumers could not possibly have seen.
E)They ask consumers questions about details of the brand.

Question 25

Which of the following is not true regarding a brand extension strategy?

A)It is best to have high brand equity before pursuing a brand extension strategy.
B)A brand extension strategy allows new products to profit from recognition the brand already enjoys.
C)A brand extension strategy is the same thing as a product extension strategy.
D)Firms must make sure that the extension lives up to the quality consumers expect from the branD.
E)Brand extensions must be implemented with an eye towards avoiding cannibalization.

Question 26

Products developed by a retailer and sold only by that specific retailer are known as

A)co-brands.
B)licensed brands.
C)manufacturer brands.
D)generic brands.
E)private label brands.

Question 27

The process of broadening the use of an organization's current brand to include new products is called

A)cannibalization.
B)co-branding.
C)brand revitalization.
D)brand extension.
E)product extension.

Question 28

When the makers of Snickers candy bars decided to make a line of ice cream treats,they came up with Snickers ice cream bars.This is an example of

A)co-branding.
B)brand revitalization.
C)cannibalization.
D)a brand extension.
E)a product extension.

Question 29

Brand revitalization is also referred to as

A)rebranding.
B)recouping.
C)rebuilding.
D)co-branding.
E)remaking.

Question 30

Co-branding involves

A)two or more companies issuing a single product.
B)two companies issuing two different products,but using the same name.
C)two or more companies using the same supplier for its products.
D)one company linking two of its brands.
E)one company issuing two different products,but packaging them under different names.

Question 31

Which quantitative technique for measuring brand equity helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is with the brand?

A)projective technique
B)free association
C)brand recognition
D)aided recall
E)brand recall survey

Question 32

As a retailer,Target has developed its own line of products with the brand name up & up.These products are sold exclusively in Target stores and are an example of

A)licensed brands.
B)manufacturer brands.
C)generic brands.
D)private label brands.
E)co-brands.

Question 33

Fenton has a food truck in which he sells mainly burgers and fries.He decided to expand his product line to begin serving grilled chicken sandwiches as well.Fenton is noticing that his existing customers now order the chicken over the burgers,and his sales have not increased,in fact,they have decreased slightly.This is most likely due to

A)poor marketing of the burger option.
B)cannibalization.
C)differentiation.
D)revitalization.
E)low brand equity.

Question 34

Cannibalization occurs when

A)new products take sales away from the firm's existing products rather than generating additional revenues.
B)a firm develops a new product but does not allocate enough funds to promote the product successfully.
C)existing products have such a strong market share that new products fail to gain acceptance with consumers.
D)two or more companies collude to set prices,forcing smaller brands to leave the marketplace.
E)a brand has been mismanaged and must be revitalized in order remain a viable brand.

Question 35

According to your text,brand revitalization often begins with

A)rebuilding trust with stockholders.
B)revamping its promotional campaign.
C)employee training and education.
D)redesigning the product.
E)rebuilding trust with consumers.

Question 36

The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as

A)brand loyalty.
B)customer acquisition cost.
C)customer lifetime value.
D)brand equity.
E)customer relevancE.

Question 37

On the store shelf at Walgreens,there are two types of sunscreen.Coppertone Sport Spray,which is a _______ brand,and Walgreens Continuous Spray Sport,which is a _______ brand.

A)licensed;private label
B)manufacturer;generic
C)private-label;generic
D)private label;manufacturer
E)manufacturer;private-label

Question 38

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called

A)partner branding.
B)co-branding.
C)dual branding.
D)brand revitalization.
E)brand extension.

Question 39

What type of research involves asking consumers what comes to mind when they think about the brand?

A)aided recall
B)unplanned response
C)free thought
D)unaided recall
E)free association

Question 40

The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to as

A)brand extension.
B)brand recouping.
C)brand marking.
D)cannibalization.
E)brand revitalization.

Question 41

Which of the following shows how social media can utilize consumers as brand advocates?

A)A company encourages customers to post pictures promoting the brand and the lifestyle it represents.
B)A company searches through social media sites looking for negative product reviews so it can address the issues.
C)A company tracks visits to its website to better target its audience.
D)A company airs its Super Bowl television ad after the game on YouTube.
E)A company encourages customers to enter a contest on its website for a chance to win a free product.

Question 42

One of the earliest examples of social media's impact on a brand occurred with Kryptonite,which has been a leading producer of bicycle locks for more than three decades.How was this firm impacted by social media?

A)Users contacted the company about sponsoring a bike competition and this led to social media product endorsements by all types of different companies.
B)Users posted videos showing how the bike lock could be employed for other uses around the house,and this led to an increase in company sales.
C)Kryptonite enjoyed steady sales until negative product reviews on Yelp and YouTube drastically reduced company sales,causing the firm to go out of business.
D)Users posted videos showing how the company's bike locks could be opened with a pen and this forced the company to change its design.
E)Kryptonite was a little-known brand until social media users began raving about the company products,leading to an unprecedented increase in sales.

Question 43

Over 40 percent of U.S.shoppers say that they purchase private label brands for at least half of which product category?

A)medication
B)groceries
C)cleaning products
D)clothing
E)personal care products

Question 44

All of the activities of designing and producing the container for a product are referred to as

A)sorting.
B)containment.
C)labeling.
D)housing.
E)packaging.

Question 45

All of the following are ways listed in your text that customers engage with brands via social media except

A)consumers acting as brand advocates.
B)consumers seeking discounts.
C)consumers seeking contact with customer service.
D)consumers using search engines to find a product.
E)consumers sharing brand information.

Question 46

According to your text,social media can support the goal of building a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers,and by

A)allowing the firm to offer coupons and discounts to a larger number of customers.
B)allowing firms to build a customer database to use to promote other products.
C)generating positive-word-of-mouth communication about the brand across social networks.
D)reducing the number of other promotional activities in which the firm must engage.
E)having the ability to track the competition on social networks.

Question 47

Tiffany is well-known as a luxury brand of jewelry.The iconic Tiffany blue box,along with its blue jewelry bag,has been used for over 100 years.By communicating class and sophistication,Tiffany's packaging is an example of how packaging

A)can take the place of advertising.
B)takes away from a brand's image.
C)promotes a brand's image.
D)contributes to low brand equity.
E)can mislead a customer.

Question 48

Darius has a Facebook and a Twitter account,actively uses Instagram,and has his own personal blog.He has a large network of social media friends and is very effective at influencing those people to act.Based on Darius' ability to drive other people to act on social media,he would have a high

A)prestige score.
B)persuasion score.
C)sway score.
D)influence score.
E)Klout scorE.

Question 49

All of the following could be considered ineffective packaging of your personal brand when preparing for an interview

A)showing up late to an interview.
B)unprofessional attire for an interview.
C)talking about your personal accomplishments.
D)poor grammar in your e-mails.
E)typographical errors on your resumE.

Question 50

When recommending products,which of the following do social media users tend to trust the most?

A)friends and family
B)product review sites
C)reviews posted on independent blogs
D)a company's website
E)a company's Facebook page

Question 51

When it comes to using social media to respond to customer complaints,research by Nielsen found that 42 percent of 18- to 34-year-olds expect customer support within _______ of a question or complaint.

A)30 minutes
B)1 hour
C)8 hours
D)12 hours
E)24 hours

Question 52

According to your text,which of the following marketers in today's world is most likely positioned for success?

A)a marketer who connects with his or her audience through social media
B)a marketer who is creative at crafting messages onto print ads
C)a marketer who sticks to the traditional forms of advertising
D)a marketer who understands that the use of social media carries no risk
E)a marketer who is creative at crafting messages onto digital materials

Question 53

According to your text,men and women,typically between 18 and 49 years old,who reach a large number of potential consumers through social media are referred to as

A)opinion leaders.
B)super influencers.
C)product gurus.
D)social networking stars.
E)online persuaders.

Question 54

Among consumers who write product reviews online,a majority do so to

A)punish the company for a product defect.
B)bond with others.
C)give recognition for a job well done.
D)receive a product discount.
E)feel personally empowered.

Question 55

Which brand in 2014 was ranked as the most loved brand on social media,in part because of the specials it offered to its most loyal customers?

A)Macy's
B)Barnes and Noble
C)Subway
D)McDonalds
E)Starbucks

Question 56

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms,isolating relevant keywords and measuring the brand's impact online?

A)Twitter Search
B)Social Mention
C)Google Alerts
D)Klout
E)Talkwalker

Question 57

Watch manufacturer Festina designed a diving watch called the Profundo.The quality promised by Festina in making the Profundo is that this watch stays waterproof.To back up its claim,the watch is sold in a transparent bag filled with distilled water,convincing customers of the watch's high quality.This most likely is an example of how packaging

A)contributes to low brand equity.
B)can turn off a customer through gimmicks.
C)differs completely from advertising.
D)upstages the brand's image.
E)reinforces the brand's imagE.

Question 58

According to recent data from the Nielsen research firm,60 percent of consumers researching products through online sources learned about a specific brand or retailer from

A)a newspaper website.
B)a search engine.
C)the company webpage.
D)a social networking site.
E)a product comparison websitE.

Question 59

What could be the potential downside of continually offering discounts as a type of promotional strategy?

A)It could potentially devalue the brand and its relationship with its customers.
B)It could cause the firm to have to repackage its product.
C)It could lower a firm's brand recognition.
D)It could have the effect of overpricing the product.
E)It could pave the way for more competition to enter the marketplacE.

Question 60

As a marketing tool,packaging

A)gives a product a chance to stand out among all the other choices on a store shelf.
B)does little to help promote and reinforce brand image.
C)is only crucial to a few products,since most products are heavily promoted in other ways.
D)is not something that marketers are involved with.
E)is not very important for communicating to the consumer.

Question 61

According to your text,an effective nonprofit brand should be all of the following except

A)unique.
B)easy to remember.
C)pleasing to the eye and ear.
D)reflective of the organization.
E)detailed and thought-provoking.

Question 62

When determining the top most valuable global brand in 2015,three criteria were used: (1)the financial performance of the branded product, (2)the ability of the brand to draw a premium price or significantly impact the company's profits,and (3)the

A)length of time the product has been on the market.
B)role the brand plays in influencing consumers.
C)number of competitors competing against the product.
D)amount of money spent in order to promote the product.
E)role the brand plays in corporate philanthropy efforts.

Question 63

Which of the following is not a reason for the global strength of U.S.brands?

A)American companies collectively benefit from the success of U.S.tech companies.
B)The U.S.economy rebounded from the most recent financial crisis at a slightly faster pace than many European countries.
C)Social networking sites have been important tools in promoting American brands internationally.
D)The Internet and the language associated with it are rooted in American brands and American imagery.
E)There are few tariffs levied against U.S.brands imported into other countries.

Question 64

Of all developed countries,the people living in _______ are the most brand and status conscious and are generally accepting of foreign brands.

A)the United States
B)China
C)France
D)Spain
E)Japan

Question 65

What tool for monitoring a social brand allows a firm to set up alerts about your company,good,service or brand so that you're e-mailed whenever they appear online?

A)Social Mention
B)Klout
C)Talkwalker
D)Google Alerts
E)Twitter Search

Question 66

Which of the following statements regarding monitoring a social brand is true?

A)Unless a firm has a website or is selling its product in some sort of online format,there is no need to monitor social network activity.
B)There are not very many social monitoring tools currently on the market,and the ones that are available tend to be expensive.
C)The social monitoring tools currently available on the market are difficult to set up.
D)Firms that use social monitoring tools are better prepared to facilitate an ongoing dialogue with customers to strengthen brand loyalty over time.
E)Most social network monitoring sites only allow monitoring of one particular platform.

Question 67

Candace has been using Kleenex tissues since she was a little girl.Now when she buys tissues for her family,she always buys Kleenex and wouldn't think of using anything else.When it comes to using Kleenex,Candace is displaying brand _____.

Question 68

What firm tops the list of the most valuable global brand?

A)Toyota
B)Apple
C)McDonald's
D)IBM
E)Coca-Cola

Question 69

According to your text,what is the biggest challenge in global branding?

A)grouping nations with consumers that have similar tastes and brand preferences
B)adhering to the regulations of other countries when promoting the product
C)translating promotional materials into another language so that the meaning does not get lost
D)coming up with different brand strategies for different countries
E)staying easily recognizable at any location,while remaining compatible with local culture and traditions

Question 70

According to your text,what two facets of nonprofit organizations makes branding more critical for them as compared to for-profit organizations?

A)global presence and complex audiences
B)complex goals and complex audiences
C)complex audiences and limited funds
D)limited staff and complex goals
E)limited funds and complex goals

Question 71

When building a brand image,it is important that both the brand image and brand messaging be ________ so as not to confuse customers.

Question 72

A brand _______ signifies what the brand presently stands for in the minds of others.

Question 73

The term that your text uses for a brand marketed under the same name in multiple countries is

A)international brand.
B)exported brand.
C)multinational brand.
D)worldwide branD.
E)global brand.

Question 74

In 2015,the most valuable nonprofit brand in the Youth Interest category was

A)Stand Up for Kids.
B)Girls Scouts of the USA.
C)Young Life.
D)Boy Scouts of America.
E)Big Brothers,Big Sisters of America.

Question 75

One of the components of building a successful brand is the delivery of a quality product that ultimately delivers ______ to consumers.

Question 76

The image of an apple missing a bite on one side represents a brand _______ for Apple Computers.

Question 77

Nonprofit organizations need to use the value stakeholders associate with the organization to raise the funds and support required to accomplish its mission.It is easier for a nonprofit organization to do this if

A)it has low brand equity.
B)it is relevant to only a small,focused group of consumers.
C)it has high brand equity.
D)it is relatively unknown.
E)its brand is similar to that of its competitors.

Question 78

A _______ is a name,term,symbol,design,or any combination of these that identifies and differentiates a firm's products.

Question 79

Research indicates that emerging middle-class consumers in developing countries desire brand names that sound

A)British.
B)American.
C)Chinese.
D)French.
E)German.

Question 80

When it comes to measuring nonprofit brand equity,your text states that social media tools are particularly important for nonprofit marketers because they

A)don't have to be managed by a marketing staff.
B)can be used to reach a global audience.
C)are the easiest promotional tools to use.
D)cost less than other promotional tools.
E)work better than other promotional tools.