Question 1

According to the text, in a recent study, almost 3/4 of respondents said they would gladly pay a ________ premium over the next closest choice.This is a real measure of brand equity.
100%
80%
60%
40%
20%

Accepted Answer

The answer of According to the text, in a recent...

Question 2

To compete with the national brands Loblaws created a private brand called President's Choice.The President's Choice brand bas become so popular that Loblaws now licenses it to retailers in 15 countries where Loblaws has no stores of its own.In effect the private brand has grown into ________.
a megabrand
a gold mine
a national brand
a phenomenon
a fluke

Accepted Answer

The answer of To compete with the national brands Loblaws...

Question 3

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin.This is known as product attributes in brand positioning.

Accepted Answer

The answer of Dove marketers can go beyond the brand's...

Question 4

Even though hard economic times have forced national brand marketers to rethink their pitch to be more value focused, in the long run these national brand marketers should not abandon ________.
the core proposition of their brand
future customers
shareholders
researching new sales solutions
profits

Accepted Answer

The answer of Even though hard economic times have forced...

Question 5

Sophia is the newly hired brand manager for a new company in southern Ontario.She knows that before consumers respond to a brand they must first ___________.
know about and understand the benefits.
be given coupons
hire a successful olympian to help carry the message
buy full page advertisements in the National Post and Globe and Mail.
talk to salespeople

Accepted Answer

The answer of Sophia is the newly hired brand manager...

Question 6

Retailers and wholesalers who have created their own brands-such as Walmart's Great Value beverages and food products-are participating in co-branding.

Accepted Answer

Creating their own brands, such as Walmart's Great Value, is an example of private labeling, not co-branding. Co-branding involves a partnership between two brands to create a product that features both of their names.

Question 7

Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a __________.
line extension
brand extension
cobranding
licensing
product life cycle

Accepted Answer

The answer of Virgin entering the theme park market by...

Question 8

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

Accepted Answer

Attributes can be easily copied by competitors and customers are more interested in the benefits that attributes will provide for them, rather than the attributes themselves. Therefore, positioning at the attribute level is not the most effective strategy for brand differentiation.

Question 9

To create brand advocates some brand managers try to make ________ part of the brand story.
people
profit
advertisements
product development
customers and employees

Accepted Answer

The answer of To create brand advocates some brand managers...

Question 10

Brands are powerful.They have status and value.Interestingly though brands are really nothing but ________.
ideas
agreements
labels
promises
contracts

Accepted Answer

The answer of Brands are powerful.They have status and value.Interestingly...

Question 11

Before a company blindly decides to incorporate a brand extension, they need to seriously consider which of the following?
new customers likes and dislikes
how well the brand's association fit the new product
past customers preferences
nostalgia
word-of-mouth promotions on YouTube and Twitter

Accepted Answer

The answer of Before a company blindly decides to incorporate...

Question 12

The Chevrolet Prism and Toyota Corolla are the same car, made on the same assembly line by the same people, using the same parts, and have the same warranty.Yet, the baseline model of the Toyota Corolla sells for $250 more than its counterpart.We can conclude that Toyota Corolla has __________.
lower brand equity
higher brand equity
better distribution networks
a better advertising agency
better strategic alliances

Accepted Answer

The answer of The Chevrolet Prism and Toyota Corolla are...

Question 13

Cheerios launching Walnut Cheerios cereal is an example of __________.
line extension
brand extension
cobranding
licensing
the product lifecycle

Accepted Answer

The answer of Cheerios launching Walnut Cheerios cereal is an...

Question 14

A company has four main choices when it comes to brand development.Which of the following best describes these choices?
brand names, brand extensions, multibrands, or new brands
line extensions, brand names, multibrands, or new brands
line extensions, brand extensions, brand names, or new brands
line extensions, brand extensions, multibrands, or brand names
line extensions, brand extensions, multibrands, or new brands

Accepted Answer

The answer of A company has four main choices when...

Question 15

Michelle is describing her vision of the company brand to her vice president.The same brand is described by an employee to a friend.The descriptions and definitions are completely different.This is because __________.
one of them is wrong
both are wrong
brands can't be described
no two people perceive a brand in exactly the same way.A brand is not real.
executives are cut off from the front line staff

Accepted Answer

The answer of Michelle is describing her vision of the...

Question 16

A brand name should translate easily into foreign languages.

Accepted Answer

A brand name that can easily be translated into different languages will make it easier for the brand to expand into foreign markets and avoid any potential misinterpretations or offensive meanings in other languages.

Question 17

In order for customers to choose his brand, Spencer must get his public to see that his brand is ________.
simple
distinctive
illusive
engaging
expansive

Accepted Answer

The answer of In order for customers to choose his...

Question 18

The _________ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers.
brand equity
brand valuation
brand touchpoints
brand image
brand personality

Accepted Answer

The answer of The _________ is the sum total of...

Question 19

Before choosing a brand name to use in a foreign country it is a good idea to check ________.
what the word(s) translate to in the foreign language.
Canadian trademarks
American patents
differences in time zones
local labour codes

Accepted Answer

The answer of Before choosing a brand name to use...

Question 20

The text tells a story of a couple that designed their wedding around the Black & Decker's DeWalt brand.This is an extreme example of ________.
brand servicing
line extensions
brand advocacy
people trying to get a wedding sponsor
the reality that DeWalt makes darned good power tools.

Accepted Answer

The answer of The text tells a story of a...

Quiz 9: Brand Strategy and Management

According to the text, in a recent study, almost 3/4 of respondents said they would gladly pay a ________ premium over the next closest choice.This is a real measure of brand equity. 100% 80% 60% 40% 20%

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin.This is known as product attributes in brand positioning.

Even though hard economic times have forced national brand marketers to rethink their pitch to be more value focused, in the long run these national brand marketers should not abandon ________. the core proposition of their brand future customers shareholders researching new sales solutions profits

Retailers and wholesalers who have created their own brands-such as Walmart's Great Value beverages and food products-are participating in co-branding.

Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a __________. line extension brand extension cobranding licensing product life cycle

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

To create brand advocates some brand managers try to make ________ part of the brand story. people profit advertisements product development customers and employees

Brands are powerful.They have status and value.Interestingly though brands are really nothing but ________. ideas agreements labels promises contracts

Before a company blindly decides to incorporate a brand extension, they need to seriously consider which of the following? new customers likes and dislikes how well the brand's association fit the new product past customers preferences nostalgia word-of-mouth promotions on YouTube and Twitter

Cheerios launching Walnut Cheerios cereal is an example of __________. line extension brand extension cobranding licensing the product lifecycle

A brand name should translate easily into foreign languages.

In order for customers to choose his brand, Spencer must get his public to see that his brand is ________. simple distinctive illusive engaging expansive

The _________ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers. brand equity brand valuation brand touchpoints brand image brand personality

Before choosing a brand name to use in a foreign country it is a good idea to check ________. what the word(s) translate to in the foreign language. Canadian trademarks American patents differences in time zones local labour codes

The text tells a story of a couple that designed their wedding around the Black & Decker's DeWalt brand.This is an extreme example of ________. brand servicing line extensions brand advocacy people trying to get a wedding sponsor the reality that DeWalt makes darned good power tools.