Question 1

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Accepted Answer

Multibranding involves giving each product a distinct name when each brand is intended for a different market segment. This strategy is used when a company wants to target multiple market segments with different products and create a separate brand identity for each product.

Question 2

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Accepted Answer

Fighting brands are introduced as defensive measures to counteract and confront a firm's competition. They are typically a lower-priced product offered by a company that already has an established brand in the market. The purpose of fighting brands is to prevent customers from switching to a competitor's brand by offering a cheaper alternative. Co-brands, private brands, brand extensions, and sub-brands, on the other hand, are typically introduced as a growth strategy, not a defensive one.

Question 3

Multibranding refers to a branding strategy in which a firm

Accepted Answer

Multibranding involves giving each product a distinct name in order to appeal to different target markets. It allows the company to create separate brand identities for each product and target specific customer groups with each brand.

Question 4

Brand extensions is the practice of

Accepted Answer

The answer of Brand extensions is the practice of
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Question 5

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

Private branding, also known as private labeling, is when a manufacturer produces a product but sells it under the brand name of a wholesaler or retailer. The brand name on the product is not the manufacturer's but rather the retailer's or wholesaler's own brand name.

Question 6

Nike has successfully used ________ with its lines Air Jordan and Air Lebron.

Accepted Answer

Nike has used subbranding with its lines Air Jordan and Air Lebron, which are both subbrands under the Nike brand.

Question 7

Which of the following is false about a multibranding strategy?

Accepted Answer

A multibranding strategy is not used when a firm produces products and sells them under the brand name of a wholesaler or retailer, as this would be a private branding strategy. With a multibranding strategy, each brand is unique to each market segment, and some multibrands are introduced to confront competitors' brands. While some firms may find the complexity and expense of implementing a multibranding strategy outweigh its benefits, there is still a risk that a product failure will affect other products in the line.

Question 8

Despite the success of its Pentium chips, Intel faced a major threat from competitors such as AMD's cheaper K6 chips, which were better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a notable example of a

Accepted Answer

Intel created the Celeron as a fighting brand to compete with AMD's cheaper K6 chips and protect its market share in the low-cost PC segment.

Question 9

Private branding refers to a branding strategy in which a firm

Accepted Answer

The answer of Private branding refers to a branding strategy...

Question 10

A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

Brand extensions refer to the use of an established brand name for a new product or service. However, if a brand name is used for too many different products or services, it can lose its original meaning and confuse consumers about the brand's identity and value proposition. This is known as brand dilution.

Question 11

Gatorade successfully used a ________ strategy when it introduced a group of lower calorie options called Gatorade G2.

Accepted Answer

Gatorade's introduction of G2 can be classified as a subbranding strategy since G2 is a lower calorie version of the original Gatorade product but still carries the Gatorade brand name.

Question 12

Co-branding involves

Accepted Answer

Co-branding is the process of combining two or more established brands in order to market a joint product or service that is more appealing to consumers. By collaborating with another strong brand, companies can leverage the other brand's reputation and customer base to increase their own brand awareness and sales. For example, Nike and Apple's collaboration on the Nike+ iPod Sport Kit is a popular example of co-branding.

Question 13

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a ________ strategy.

Accepted Answer

Multibranding involves offering several different brands in a category. In this case, Mars, Inc. is offering multiple candy brands. Co-branding involves two or more brands collaborating on a product, multiproduct involves offering a variety of products within a product line, mixed branding involves offering a combination of manufacturer and private branding, and private branding involves selling products under the retailer's name.

Question 14

Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle brand names and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.

Accepted Answer

The answer of Seiko makes watches. It markets its higher...

Question 15

The practice of pairing two or more strong brands to facilitate the marketing of a joint product or service for their mutual benefit is referred to as

Accepted Answer

The practice described is co-branding, as it involves two or more brands working together to market a joint product or service for mutual benefit. Multibranding involves a company offering several brands in the same product category, brand bundling involves combining multiple products or services under one brand, mixed branding involves selling complementary products under different brands, and reseller branding involves a retailer or distributor using their own brand to sell products.

Question 16

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

The answer of Black & Decker uses a ________ strategy...

Question 17

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belongs to Hershey's), the branding strategy is known as

Accepted Answer

Co-branding is a branding strategy in which two or more brands join forces to create a new product. In this case, General Mills and Hershey Foods are collaborating to create Reese's Peanut Butter Puffs, combining the popularity and recognition of both brands.

Question 18

Advertising and promotion costs tend to be higher with a ________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Accepted Answer

The answer of Advertising and promotion costs tend to be...

Question 19

Kimberly-Clark successfully leveraged the strong Huggies brand image among mothers in its use of ________ when it introduced a full line of Huggies baby and toddler toiletries.

Accepted Answer

Brand extensions involve using an established brand name to launch new products in a different category, which is what Kimberly-Clark did by introducing Huggies toiletries.

Question 20

Private branding is also referred to as private labeling or

Accepted Answer

The answer of Private branding is also referred to as...

Quiz 10: Managing Successful Products, Services, and Brands