Question 1

What is a brand? Why is branding important?

Accepted Answer

The answer of What is a brand? Why is branding...

Question 2

Based on the Young & Rubicam's BrandAsset Valuator model, _____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.
A) knowledge
B) differentiation
C) relevance
D) competence

Accepted Answer

Differentiation is a key dimension in the BrandAsset Valuator model, emphasizing a brand's distinct qualities and its ability to stand out from competitors.

Question 3

The leaping jaguar symbol, featured on cars of a particular brand, is a part of the brand's:
A) service mark.
B) trade dress.
C) watermark.
D) trade token.

Accepted Answer

The leaping jaguar symbol, as featured on cars, is part of the brand's trade dress, which refers to the visual appearance of a product or its packaging that signifies the source of the product to consumers.

Question 4

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM:
A) is easy to pronounce, recognize, and remember.
B) is easy to translate into any language.
C) accurately describes the products it manufactures.
D) can easily be expanded to suit innovative advertising campaigns.

Accepted Answer

IBM is a simple, three-letter acronym that is easy to pronounce, recognize, and remember, which is beneficial for brand recognition and recall.

Question 5

A "_____" carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses.
A) brand mark
B) label
C) brand token
D) watermark

Accepted Answer

A label carries all the detailed information about a product, including its brand name or symbol, manufacturer or distributor's details, product composition and size, and recommended uses.

Question 6

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to:
A) the extent of consumer awareness of a brand and understanding of what kind of product it stands for.
B) the real and perceived appropriateness of a brand to a big consumer segment.
C) the way in which brand equity is assigned to the brand by evaluating institutions.
D) a brand's ability to stand apart from competitors.

Accepted Answer

Brand relevance, according to Young & Rubicam's BrandAsset Valuator model, refers to how appropriate a brand is perceived to be by a large consumer segment. This involves the brand's significance and suitability to a wide audience, indicating its potential to meet the needs and preferences of consumers.

Question 7

The term _____ is used by marketers to refer to the visual components that contribute to the overall look of a brand.
A) water mark
B) brand token
C) service mark
D) trade dress

Accepted Answer

Trade dress refers to the visual appearance of a product or its packaging that signifies the source of the product to consumers. This includes features such as size, shape, color, texture, graphics, and design.

Question 8

A _____ is a brand for which the owner claims exclusive legal protection.
A) water mark
B) field symbol
C) trademark
D) category code

Accepted Answer

A trademark is a recognizable sign, design, or expression which identifies products or services of a particular source from those of others, and the owner claims exclusive legal protection for it.

Question 9

The added value that a certain brand name gives to a product in the marketplace is called _____.
A) brand identity
B) brand relevance
C) brand recognition
D) brand equity

Accepted Answer

Brand equity refers to the added value a brand name gives to a product beyond its functional benefits, which can influence consumers' choices and perceptions in the marketplace.

Question 10

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.
A) brand licensing
B) brand reinforcement
C) brand engagement
D) brand extension

Accepted Answer

Brand extension is the strategy where a company uses an existing brand name to launch a product in a category different from its current product line. This leverages the brand's established market presence and customer base to introduce new products.

Question 11

According to the Young & Rubicam's BrandAsset Valuator model, the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents.
A) knowledge
B) esteem
C) recognition
D) differentiation

Accepted Answer

Knowledge is the correct answer because it refers to the level of awareness and understanding that consumers have about a brand, which is exactly what the question describes.

Question 12

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.
A) line engagement
B) line extension
C) brand extension
D) brand engagement

Accepted Answer

Line extension refers to the process of introducing new products that are variations of existing products but targeted at different segments of the market, while still remaining under the same product line. This strategy allows a brand to cater to varying customer needs without straying from its established product range.

Question 13

Dayer's, a popular ice-cream brand, added new flavors to its existing line of ice creams to attract kids. This is an example of _____.
A) brand extension
B) line extension
C) brand engagement
D) line engagement

Accepted Answer

Adding new flavors to an existing product line, such as ice cream in this case, is an example of a line extension. This strategy involves expanding the product line within the same category to offer more variety to consumers.

Question 14

What are generic products? Give an example of a generic product.

Accepted Answer

The answer of What are generic products? Give an example...

Question 15

Briefly describe the three stages of brand loyalty.

Accepted Answer

The answer of Briefly describe the three stages of brand...

Question 16

According to the Young & Rubicam's BrandAsset Valuator model, the _____ dimension of a brand personality is a combination of perceived quality and consumer perceptions about its growing or declining popularity.
A) differentiation
B) relevance
C) esteem
D) knowledge

Accepted Answer

The esteem dimension in Young & Rubicam's BrandAsset Valuator model reflects a brand's perceived quality and the extent to which consumers believe it is currently in vogue or not, combining respect, popularity, and perceptions of quality.

Question 17

A characteristic of a good brand name is that it should:
A) avoid giving buyers the correct connotation of the product's image.
B) be easy to recognize and remember.
C) always be an acronym.
D) be difficult to pronounce.

Accepted Answer

A good brand name should be easy to recognize and remember, making it more likely for consumers to recall and choose the brand.

Question 18

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.
A) brand dress
B) water mark
C) brand mark
D) category tag

Accepted Answer

A brand mark is a symbol or pictorial design that distinguishes a product from its competitors, making it easily recognizable to consumers.

Question 19

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.
A) line engagement
B) brand reinforcement
C) line extension
D) brand extension

Accepted Answer

This strategy is called brand extension because the company is using its existing brand name to enter into a new product category (home furniture), which is different from its current product offerings (clothing).

Question 20

Which of the following factors has helped increase the importance of packaging as a marketing tool?
A) Marketers' emphasis on targeting large market segments
B) Increased popularity of generic products
C) Changes in consumer lifestyles and buying habits
D) Global economic recessive trends

Accepted Answer

Changes in consumer lifestyles and buying habits, such as the increase in dual-income households and the demand for convenience, have significantly contributed to the importance of packaging as a marketing tool. Packaging can influence purchasing decisions by offering convenience, information, and appeal.

Quiz 11: Product and Branding Concepts

What is a brand? Why is branding important?

Based on the Young & Rubicam's BrandAsset Valuator model, _____ is a dimension of brand personality that refers to a brand's ability to stand apart from competitors.

The leaping jaguar symbol, featured on cars of a particular brand, is a part of the brand's:

International Business Machines decided to brand its products under its acronym IBM. From a marketing perspective, this was a smart idea because as a brand name, IBM:

A "_____" carries an item's brand name or symbol, the name and address of the manufacturer or distributor, information about the product's composition and size, and recommended uses.

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to:

The term _____ is used by marketers to refer to the visual components that contribute to the overall look of a brand.

A _____ is a brand for which the owner claims exclusive legal protection.

The added value that a certain brand name gives to a product in the marketplace is called _____.

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.

According to the Young & Rubicam's BrandAsset Valuator model, the _____ is a dimension of brand personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or service represents.

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.

Dayer's, a popular ice-cream brand, added new flavors to its existing line of ice creams to attract kids. This is an example of _____.

What are generic products? Give an example of a generic product.

Briefly describe the three stages of brand loyalty.

According to the Young & Rubicam's BrandAsset Valuator model, the _____ dimension of a brand personality is a combination of perceived quality and consumer perceptions about its growing or declining popularity.

A characteristic of a good brand name is that it should:

A _____ is a symbol or a pictorial design that distinguishes a product from its competitors' offerings.

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.

Which of the following factors has helped increase the importance of packaging as a marketing tool?