Question 1

Brand preference is the strongest form or degree of brand loyalty.

Accepted Answer

Brand preference indicates a consumer's choice of a brand over similar brands, but the strongest form of brand loyalty is brand insistence, where the consumer will accept no substitute.

Question 2

Scenario 11.2 Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
Refer to Scenario 11.2. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of

Accepted Answer

Offering a new product (chocolate ice cream bars) under an existing brand name (Silk Soymilk) is an example of brand extension.

Question 3

Which of the following statements about labeling is false?

Accepted Answer

Labels are required to disclose nutritional information by law, therefore the statement that labels do not have to disclose nutritional information is false.

Question 4

Customers use brands to help judge product quality.

Accepted Answer

Customers often use brands as a way to judge the quality of a product. Strong brands can create a perception of quality and reliability in the minds of consumers, leading them to trust and purchase from that brand more frequently. However, this is not always a reliable indicator of product quality and consumers should still do their own research and make informed purchasing decisions.

Question 5

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Accepted Answer

Brand equity refers to the value that a brand holds in the minds of consumers. This value can translate into a number of benefits for the brand, including increased customer loyalty, higher prices, and greater market share. By establishing a strong brand equity, a brand is better positioned to capture and maintain a consistent market share, which can help provide stability to the organization's sales volume.

Question 6

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Accepted Answer

Brand recognition is the awareness and familiarity with a brand, which leads customers to consider it as an alternative when their preferred brand is not available or if they are unfamiliar with the other options. Therefore, the given statement is true.

Question 7

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

Accepted Answer

Familiar brands are often perceived as more reliable and of acceptable quality because customers have had positive experiences with them in the past or have seen them being used by others. This familiarity can create a sense of trust and comfort for customers, leading them to choose a familiar brand over an unfamiliar one.

Question 8

Scenario 11.2 Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
Refer to Scenario 11.2. Silk Soymilk probably increased demand for its single servings by facilitating increased consumption of the product through its practice of ____ packaging.

Accepted Answer

The answer of Scenario 11.2 Use the following to answer...

Question 9

Scenario 11.2 Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
Refer to Scenario 11.2. Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?

Accepted Answer

The passage does not mention anything about the packaging being less harmful to the environment.

Question 10

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Accepted Answer

The answer of Although difficult to measure, brand loyalty represents...

Question 11

Garments must be labeled with the country of manufacture, fabric content, and

Accepted Answer

Garments are required by law to have care instructions on the label, in order to inform consumers on how to properly clean and maintain the garment. While the other options may also be important information for consumers, they are not required by law.

Question 12

Scenario 11.2 Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
Refer to Scenario 11.2. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-gallon cartons is known as ___

Accepted Answer

The strategy of packaging single-serve boxes to look like the half-gallon cartons is called family packaging, where the product is packaged in a way that is consistent with other products in the same product line to create brand recognition and customer loyalty. This is different from brand extension, individual packaging, manufacturer branding, and multiple packaging.

Question 13

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Accepted Answer

This statement defines brand preference as a customer's loyalty to one brand over others and their willingness to choose that brand if available.

Question 14

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Accepted Answer

Cultural branding aims to associate a brand with a larger cultural mythos that consumers find relevant to their own identities, in turn strengthening their loyalty to the brand.

Question 15

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

Accepted Answer

Brand insistence refers to the degree of brand loyalty where customers are unwilling to consider any other brand and insist on purchasing a particular brand repeatedly. While it is the strongest degree of brand loyalty, it is also the least common type of brand loyalty as it requires a high level of satisfaction and trust towards the brand.

Question 16

Every aspect of a brand is subject to a marketer's control.

Accepted Answer

While marketers have a significant influence over a brand, there are external factors that are beyond their control such as customer perceptions and external events.

Question 17

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Accepted Answer

This statement accurately describes the concept of brand insistence, in which a customer is highly loyal to a specific brand and will go to great lengths to acquire it, rejecting any substitutes.

Question 18

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Accepted Answer

These four elements are widely recognized as the primary drivers of brand equity.

Question 19

A brand name is the part of the brand that is spoken.

Accepted Answer

A brand name is indeed the part of the brand that can be vocalized or spoken, distinguishing it from logos or symbols which are visual elements of a brand.

Question 20

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Accepted Answer

The answer of Brand equity is a customer's favorable attitude...

Quiz 11: Product Concepts, Branding, and Packaging