Question 1

Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety).Explain the concept of brand knowledge.

Accepted Answer

The answer of Volvo has a strong brand association with...

Question 2

Dannon has introduced several types of Dannon yogurt ________ through the years-Fruit on the Bottom,All Natural Flavors,and Fruit Blends.
A)category extensions
B)line extensions
C)brand extensions
D)subbrands
E)family brands

Accepted Answer

Dannon has introduced different variations of their yogurt product line, which falls under line extensions. Category extensions involve introducing a new product line in a different product category or market, while brand extensions involve launching a new product under an existing brand name. Subbrands and family brands are related to brand architecture and refer to the hierarchy and relationship between different brands within a company's portfolio, which is not applicable in this scenario.

Question 3

Four general strategies can be used in branding.Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies,Kellogg's Raisin Bran,and Kellogg's Corn Flakes?
A)Individual names
B)Blanket family names
C)Separate family names for all products
D)Global names for all products
E)Corporate name combined with individual product names

Accepted Answer

The answer of Four general strategies can be used in...

Question 4

What valuable functions can brands perform for the firm?

Accepted Answer

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Question 5

How does consumer knowledge play a role in the success of new products associated with existing brands?

Accepted Answer

The answer of How does consumer knowledge play a role...

Question 6

List five advantages shared by other strong brands that you will most likely need to emulate to accomplish this objective.

Accepted Answer

The answer of List five advantages shared by other strong...

Question 7

Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

Accepted Answer

The answer of Assume you are a marketing manager that...

Question 8

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta,Olive Garden is using ________ to accomplish this task.
A)interruption marketing
B)loyalty marketing
C)cohort marketing
D)macrobranding
E)internal branding

Accepted Answer

Olive Garden is using internal branding to teach their employees about the value of the brand and the importance of pasta. Internal branding focuses on creating a strong brand identity and culture within the organization to ensure that employees are aligned with the brand values and can deliver a consistent brand experience to customers.

Question 9

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.
A)task-oriented marketing
B)interruption marketing
C)hard core selling
D)advocacy marketing
E)one-to-one marketing

Accepted Answer

Seth Godin believes that traditional interruption marketing, where ads are forced upon people without their permission, is no longer effective. Instead, marketers should focus on permission marketing, where consumers choose to give their attention and information to a brand in exchange for something of value.

Question 10

As a brand manager you would like to have your brand (brand name)to be protectible.Explain what you mean by "protectible" and give an illustration.

Accepted Answer

The answer of As a brand manager you would like...

Question 11

Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding,MBX,and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.
A)brand element
B)brand contact
C)internal brand
D)brand salience
E)brand asset

Accepted Answer

A brand contact is a way in which a consumer interacts with a brand, such as through events or sponsorships. The Dew Action Sports Tour is a brand contact strategy that allows Mountain Dew to connect with its target market in a meaningful way through their shared interest in action sports.

Question 12

Many firms use ________ in order to take advantage of corporate-image associations such as innovativeness,expertise,and trustworthiness to directly influence consumer evaluations.
A)separate family names for all products
B)individual names for each product
C)blanket family names
D)brand revitalization
E)the brand discount rate

Accepted Answer

Blanket family names refer to using the same brand name for all products offered by a firm. This allows for the transfer of positive associations from one product to another, strengthening the overall brand image and directly influencing consumer evaluations.

Question 13

Brand equity has five components-differentiation,energy,relevance,esteem,and knowledge.How are these components combined to produce brand strength and brand stature?

Accepted Answer

The answer of Brand equity has five components-differentiation,energy,relevance,esteem,and knowledge.How are...

Question 14

Irene and Dave Washburn are part of a long-term ________.The Washburn's supply a national research firm with information about their brand habits,preferences,dislikes,and beliefs on a monthly basis for a period of two years.
A)image study
B)demographic study
C)psychological profile study
D)promotion management study
E)brand-tracking study

Accepted Answer

The scenario describes a brand-tracking study, which involves monitoring consumers' attitudes and behaviors towards a brand over a period of time. The Washburns are supplying information about their brand habits on a monthly basis for a two-year period, which is consistent with a brand-tracking study.

Question 15

Your company desires to have positive customer-based brand equity.What has to occur for this to happen?

Accepted Answer

The answer of Your company desires to have positive customer-based...

Question 16

Customers can now buy Jeep strollers and apparel,which are not manufactured by Jeep,but are instances where Jeep has received payment from the manufacturers of these products to use Jeep's brand name.These items are considered ________.
A)licensed products
B)family products
C)line extensions
D)brand extensions
E)subbrands

Accepted Answer

These items are considered licensed products because Jeep has given permission to the manufacturers to use their brand name in exchange for payment.

Question 17

How does the American Marketing Association define the term brand?

Accepted Answer

The answer of How does the American Marketing Association define...

Question 18

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps?

Accepted Answer

The answer of According to the BRANDZ model of brand...

Question 19

If Burton,a maker of snowboard and ski equipment and clothing,decided to introduce a new surfboard and promote it by publicizing favorable ratings from third-party sources such as Surfer or Surfing magazine,the company would be ________ to promote its new product.
A)leveraging secondary associations
B)linking internal and external marketing
C)conducting integration marketing
D)engaging in permission marketing
E)emphasizing brand tracking

Accepted Answer

By publicizing favorable ratings from third-party sources such as Surfer or Surfing magazine, Burton is leveraging secondary associations to promote its new surfboard product.

Question 20

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.This is an example of ________.
A)leveraging secondary associations
B)linking internal and external marketing
C)integration marketing
D)permission marketing
E)brand tracking

Accepted Answer

Linking internal and external marketing refers to aligning the goals and messaging of a company's internal and external marketing efforts. In this case, IBM's e-business campaign not only changed public perceptions, but also sent a message to employees about the company's commitment to using Internet technology, thereby linking its internal and external marketing efforts.

Quiz 9: Creating Brand Equity

Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety).Explain the concept of brand knowledge.

Dannon has introduced several types of Dannon yogurt ________ through the years-Fruit on the Bottom,All Natural Flavors,and Fruit Blends.

Four general strategies can be used in branding.Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies,Kellogg's Raisin Bran,and Kellogg's Corn Flakes?

What valuable functions can brands perform for the firm?

How does consumer knowledge play a role in the success of new products associated with existing brands?

List five advantages shared by other strong brands that you will most likely need to emulate to accomplish this objective.

Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta,Olive Garden is using ________ to accomplish this task.

According to Seth Godin,marketers can no longer use ________.Instead,marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

As a brand manager you would like to have your brand (brand name)to be protectible.Explain what you mean by "protectible" and give an illustration.

Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding,MBX,and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.

Many firms use ________ in order to take advantage of corporate-image associations such as innovativeness,expertise,and trustworthiness to directly influence consumer evaluations.

Brand equity has five components-differentiation,energy,relevance,esteem,and knowledge.How are these components combined to produce brand strength and brand stature?

Irene and Dave Washburn are part of a long-term ________.The Washburn's supply a national research firm with information about their brand habits,preferences,dislikes,and beliefs on a monthly basis for a period of two years.

Your company desires to have positive customer-based brand equity.What has to occur for this to happen?

Customers can now buy Jeep strollers and apparel,which are not manufactured by Jeep,but are instances where Jeep has received payment from the manufacturers of these products to use Jeep's brand name.These items are considered ________.

How does the American Marketing Association define the term brand?

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps?

If Burton,a maker of snowboard and ski equipment and clothing,decided to introduce a new surfboard and promote it by publicizing favorable ratings from third-party sources such as Surfer or Surfing magazine,the company would be ________ to promote its new product.

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.This is an example of ________.