Deck 3: Branding Strategy

Question 1

The unique symbol that plays a role in creating an image is called a brand logo.

Answer 1

True

Question 2

The value (monetary or otherwise) of a brand in the holistic sense to its owner is called brand recognition.

Answer 2

False

Question 3

Packaging is playing a diminished role in influencing purchase decisions.

Answer 3

False

Question 4

A trademark is granted legal protection so that only the owner can use it.

Question 5

Lean Cuisine is a brand name that also highlights its unique selling point.

Question 6

When Jeep runs advertising showing young, urban professionals driving a luxury vehicle in the outdoors, they were engaging in lifestyle positioning.

Question 7

The "Pepsi-Challenge" is an example of brand leadership positioning.

Question 8

Coke is a trademark as well as a brand name.

Question 9

The package is what consumers look for when they are contemplating a purchase.

Question 10

Harry Rosen with the use of many exclusive products as an upscale men's clothier is very successful at using a value positioning strategy.

Question 11

A marketing strategy in which a product presents itself as a preferred choice among customers is called innovation positioning.

Question 12

The three stages of brand loyalty, in order, are: brand preference, brand recognition, and brand insistence.

Question 13

Decisions must be made about how to employ various brand elements to aid with brand equity.

Question 14

When a brand achieves brand preference, it is on a short list of brand alternatives that a buyer will consider buying.

Question 15

The brand building process involves three steps: identifying brand values and positioning strategy, measuring and interpreting brand performance, and growing and sustaining brand equity.

Question 16

An innovation like a cell phone or digital camera that has an impact on society and the way we do things is a continuous innovation.

Question 17

Canadian Tire has withstood incredible competitive pressure from big American retailers because it has a solid logo.

Question 18

In order to maximize brand equity, each element of the communications mix should deliver a different and unique message.

Question 19

An attribute is a descriptive feature of a product, while a benefit is the value a customer attaches to a brand attribute.

Question 20

Apple has brand equity of $246.9 billion making it the world's most valuable brand.

Question 21

What is brand equity? Use an example to illustrate brand equity.

Question 22

What is innovation positioning? Use an example to illustrate your answer.

Question 23

List the three stages of brand loyalty, giving examples of each stage to show the difference among the stages.

Question 24

Use an example to explain the difference between a trademark and a registered trademark.

Question 25

Explain why the textbook refers to marketing communications as the "voice" of a brand's positioning strategy.

Question 26

Describe the elements that influence brand choices by consumers.

Question 27

Describe what makes a good package for a brand. Use an example to show a "good" package.

Question 28

What is a USP? Explain your answer with an example.

Question 29

A brand mark or other brand element that is granted legal protection so that only the owner can use is called a

A) trademark.
B) protected brand.
C) legal brand.
D) word mark.
E) registered trademark.

Question 30

Identify the four steps in the brand building process and explain each step.

Question 31

Explain the three main benefits of branding for consumers.

Question 32

Define what positioning is and explain the importance of having a clearly worded positioning statement.

Question 33

The Nike "swoosh" is an example of a

A) logo.
B) brand name.
C) brand mark.
D) both A and B
E) both B and C

Question 34

What is the difference between product differentiation positioning and brand leadership positioning? Use examples to illustrate.

Question 35

Explain the role of branding by design for durable goods. Provide an example of a brand that uses design to distinguish itself from competitors.

Question 36

What are core values? Use an example to illustrate your answer.

Question 37

Describe three positioning strategies, using examples to illustrate each one.

Question 38

The key for any brand is to be perceived as offering something

A) inexpensive.
B) common.
C) sophisticated.
D) superior.
E) unique.

Question 39

An identifying mark, symbol, word or words, or combination of mark and words that separates one product from another is a(n)

A) watermark.
B) brand.
C) brand name.
D) advertisement.
E) endorsement.

Question 40

The Apple "apple" with a bite taken out of it is an example of a

A) logo.
B) font.
C) word mark.
D) brand image.
E) brand name.

Question 41

The final step taken by a brand manager in the brand-building process is to

A) grow and sustain brand equity.
B) identify target market and segmentation.
C) plan and implement the marketing program.
D) identify brand values and positioning.
E) measure and evaluate brand performance.

Question 42

The first step in the process of building a brand is:

A) identify and establish brand values and positioning strategy.
B) grow and sustain brand equity.
C) measure and interpret brand performance.
D) establish a target market.
E) plan and implement brand marketing programs.

Question 43

__________ occurs when a consumer buys one brand only, postponing the purchase if the brand is not available.

A) Brand preference
B) Brand recognition
C) Brand equity
D) Brand awareness
E) Brand insistence

Question 44

All of the following are benefits of branding, EXCEPT

A) Brands allow consumers to make informed decisions by distinguishing products.
B) Brand name suggests a level of quality.
C) Brand name means products are cheaper.
D) Brands give products a "personality."
E) There can be psychological rewards for possessing brands.

Question 45

The value a customer derives from a brand over and above the value derived from the physical attributes is called

A) brand equity.
B) brand value.
C) brand name.
D) brand trademark.
E) brand loyalty.

Question 46

Peter drinks only Coca-Cola and if a particular restaurant does not serve Coca-Cola, he will not drink anything or will go to another restaurant. This is an example of

A) brand insistence.
B) brand recognition.
C) brand preference.
D) brand name.
E) brand loyalty.

Question 47

Toni likes to use Pantene shampoo to wash her hair and will usually buy Pantene, if it is available at her grocery store. This is an example of

A) brand equity.
B) brand preference.
C) branding naming.
D) brand insistence.
E) brand recognition.

Question 48

A ____________________ develops and implements the marketing plans for the brands he or she is responsible for.

A) brand manager
B) category manager
C) president
D) both A and B
E) both A and C

Question 49

For many years, Volvo cars were the only cars with side air bags. This benefit which distinguishes Volvo cars from other cars is also called a

A) positioning statement.
B) brand distinction.
C) USD.
D) competitive positioning statement.
E) unique selling point.

Question 50

Despite many consumer reports citing the reliability of Honda cars, Jim will only buy General Motors' vehicles. This is an example of

A) brand name.
B) brand recognition.
C) brand insistence.
D) brand equity.
E) brand preference.

Question 51

In this step in the brand-building process, brand managers alter, expand and rejuvenate brands to retain their position in the marketplace.

A) Plan and implement the marketing program.
B) Identify target market and segmentation.
C) Identify brand values and positioning strategy.
D) Measure and evaluate brand performance.
E) Build brand loyalty and brand equity.

Question 52

The primary benefit of a product or service that distinguishes it from its competitors is also called a(n)

A) positioning statement.
B) brand name.
C) USP.
D) brand differentiator.
E) ASP.

Question 53

Brands are more than tangible products, they include a(n) __________ element.

A) physical
B) personality
C) intangible
D) unrealistic
E) both B and C

Question 54

In the early stages of a brand's life, the marketing objective is to create

A) brand recognition.
B) brand preference.
C) brand loyalty.
D) brand insistence.
E) brand equity.

Question 55

Dave likes to use Tide detergent to wash his clothes and will usually buy Tide, if it is available at his grocery store. This is an example of

A) brand recognition.
B) brand naming.
C) brand preference.
D) brand suspension.
E) brand insistence.

Question 56

The primary attributes and benefits that a brand delivers to consumers are the __________ of the brand.

A) personality
B) positioning elements
C) core values
D) selling positions
E) benefits

Question 57

Brand loyalty is measured in three distinct stages. In order, they are

A) brand loyalty, brand insistence, and brand preference.
B) brand recognition, brand preference, and brand insistence.
C) brand recognition, brand insistence, and brand preference.
D) brand insistence, brand preference, and brand recognition.
E) brand loyalty, brand preference, and brand insistence.

Question 58

While at the grocery store, Nancy bought Trident gum because it was the only gum whose name she had heard of. This illustrates

A) brand equity.
B) brand insistence.
C) brand recognition.
D) brand preference.
E) brand loyalty.

Question 59

A descriptive feature of a product is known as a(n)

A) attribute.
B) core value.
C) benefit.
D) positioning point.
E) brand point.

Question 60

The degree of consumer attachment to a particular brand is called

A) branding.
B) brand recognition.
C) brand insistence.
D) brand preference.
E) brand loyalty.

Question 61

__________ positioning is a strategy often used by brand leaders when they present themselves as a preferred choice among customers.

A) Benefit
B) Value
C) Innovation
D) Leadership
E) Head-on

Question 62

Brand names, logos, symbols, characters, packaging and slogans are all examples of

A) brand elements.
B) positioning approaches
C) brand differentiators.
D) core values.
E) brand equity.

Question 63

Crest's advertising focuses on the fact that it is the brand preferred by most consumers and dentists. This is an example of

A) innovation positioning.
B) leadership positioning.
C) image positioning.
D) head-on positioning.
E) channel positioning.

Question 64

Molson Canadian changed its ___________ in recent years to "I am Canadian."

A) product differentiation positioning
B) slogan
C) logo
D) brand name
E) lifestyle positioning

Question 65

McDonald's in 2011 embarked on a rebranding strategy. To do so they needed a good positioning strategy that included all of the following elements EXCEPT being

A) durable over time.
B) distinctive from the competition.
C) desirable by consumers.
D) diminished in scale.
E) deliverable by the company.

Question 66

When Procter & Gamble launched the Swiffer, it was promoted as a brand new way to clean. This is an example of

A) value positioning.
B) innovation positioning.
C) leadership positioning.
D) new product positioning.
E) lifestyle positioning.

Question 67

The use of psychographic information is particularly important for __________ positioning strategies.

A) head-on
B) lifestyle
C) brand leadership
D) innovation
E) value

Question 68

The fact that Olay tells women to "love the skin you're in" and communicates the key attribute of how Olay adds moisture to protect the skin is an example of the brand's

A) headline.
B) core value.
C) tag line.
D) demographic positioning.
E) brand equity.

Question 69

Volvo consistently communicates the message that Volvo cars are safer than any other car on the market. This is an example of

A) head-on positioning.
B) competitive positioning.
C) product differentiation positioning.
D) brand leadership positioning.
E) innovation positioning.

Question 70

In this step of building the brand, brand managers identify key attributes and benefits their brand will deliver for consumers.

A) Identify target market and segmentation.
B) Establish core values and positioning strategy.
C) Build brand loyalty and brand equity.
D) Plan and implement the marketing program.
E) Measure and evaluate brand performance.

Question 71

PineSol recently ran an advertisement which demonstrated a housewife cleaning a floor using both PineSol and Mr. Clean (a competitive brand). The PineSol half of the floor was much cleaner, with less work. This illustrates

A) head-on positioning.
B) competitive positioning.
C) image positioning.
D) leadership positioning.
E) value positioning.

Question 72

The image that marketers desire a brand to have in the minds of consumers is called

A) brand equity.
B) imaging.
C) advertising.
D) brand positioning.
E) brand loyalty.

Question 73

A __________ positioning strategy communicates meaningful attributes and benefits of a product to a target market.

A) product differentiation
B) product leadership
C) head-on
D) brand leadership
E) innovation

Question 74

Bell Canada's marketing plan includes the following: "To reinforce our leadership position in the long distance market as the most reliable, trustworthy provider." This is an example of a

A) marketing objective.
B) mission statement.
C) positioning statement.
D) corporate objective.
E) brand objective.

Question 75

A marketing strategy that stresses newness (based on a commitment to research and development) as a means of differentiating a company or a brand from competing companies and brands is called

A) lifestyle positioning.
B) head-on positioning.
C) innovation positioning.
D) leadership positioning.
E) new product positioning.

Question 76

Both the Walmart and Harry Rosen brands offer the same type of positioning strategy. They are examples of

A) comparative positioning.
B) lifestyle positioning.
C) leadership positioning.
D) price positioning.
E) head-on positioning.

Question 77

A marketing strategy based on the premise that consumers search for the best possible value given their economic circumstances is called

A) leadership positioning.
B) value positioning.
C) price positioning.
D) head-on positioning.
E) both B and C.

Question 78

__________ positioning is a strategy in which one product is presented as an equal or better alternative to a competing product.

A) Head-on
B) Leadership
C) Comparative
D) Innovation
E) both A and C

Question 79

Hyundai recently moved to a "Modern Premium" positioning strategy with the implementation of a new advertising campaign. This is an example of a(n)

A) lifestyle positioning.
B) image positioning.
C) head-on positioning.
D) repositioning.
E) price positioning.

Question 80

The automobile industry uses psychographic information to develop campaigns using emotional appeal techniques and vivid imagery. This is an example of

A) price positioning.
B) head-on positioning.
C) delivery positioning.
D) channel positioning.
E) lifestyle positioning.