Question 1

Which of the following examples would be LEAST likely to use a family branding strategy?

Accepted Answer

Family branding strategy involves using a single brand name for the sale of two or more related products. Ragu is known for food products, specifically pasta sauces, making toddler clothes a significant departure from their established product categories. The other options (A, B, C, E) involve products that are closely related to the brands' existing product lines, making them more suitable for a family branding strategy.

Question 2

A company that employs a multiple-brand strategy is trying to:

Accepted Answer

A multiple-brand strategy allows a company to occupy more shelf space, target different customer segments, and increase its presence in the market, thereby increasing market saturation.

Question 3

Heinz produces StarKist tuna, Ore-Ida frozen potatoes, Bagel Bits miniature pizzas, Boston Market meals, Snausages pet treats, Kibbles 'n Bits dog food, Smart Ones frozen entrees and Heinz brand ketchup and pickles. With these products, Heinz is using a _____ branding strategy.

Accepted Answer

Heinz is using a multiple-brand strategy because it markets its diverse range of products under different brand names, such as StarKist, Ore-Ida, and Heinz, among others, rather than a single brand name for all its products.

Question 4

A company that wants to increase its degree of market saturation should use:

Accepted Answer

A multiple-brand strategy allows a company to occupy more shelf space and target different customer segments within the same market, thereby increasing its market saturation.

Question 5

In order to increase its market saturation, Frito-Lay markets Tostitos and Doritos tortilla chips, Rold Gold pretzels, and Chee-tos cheese-flavored snacks. Frito-Lay uses a _____ strategy.

Accepted Answer

Frito-Lay employs a multiple-brand strategy by marketing several different brands within the same product category, such as Tostitos, Doritos, Rold Gold, and Chee-tos, to appeal to a broader range of consumers and increase market saturation.

Question 6

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This illustrates the use of:

Accepted Answer

Procter & Gamble uses a multiple-brand strategy by marketing different brands (Zest, Safeguard, Camay, and Lava) with distinct benefits and positions to appeal to different consumer needs and preferences within the same product category (bar soaps).

Question 7

Procter & Gamble markets Zest, Safeguard, Camay, and Lava brand bar soaps. Zest is a "get-you-started in the morning" soap. Safeguard is marketed as a germ-fighter. Camay cleans without drying or injuring the skin. Lava is for tough cleaning jobs. This multiple-brand strategy is used to:

Accepted Answer

This multiple-brand strategy allows Procter & Gamble to target different segments of the soap market, thereby increasing its overall market saturation by offering a variety of products that cater to specific consumer needs and preferences.

Question 8

Another name for cobranding is:

Accepted Answer

Dual branding is another term used for cobranding, which refers to the strategy of marketing two or more brands together, on the same product or service.

Question 9

Procter & Gamble sells a brand of Crest toothpaste that is formulated to contain Scope mouthwash. The product is for whitening teeth and making breath fresh. The toothpaste is an example of:

Accepted Answer

Dual branding occurs when two brands collaborate to create a product that leverages both of their strengths, in this case, Crest's toothpaste and Scope's mouthwash.

Question 10

The Cattlemen's Beef Board-has developed a logo and tells consumers to "Look for the sign of a great meal." The logo is the word BEEF and the silhouette of a cow's head in a circle-around the exterior of the circle is written the words MARK OF QUALITY. This logo appears prominently on products such as Old El Paso seasoned taco meat bucket and Lloyd's barbecue. This is an example of a(n):

Accepted Answer

This is an example of a commodity (beef) using cobranding, where the Cattlemen's Beef Board's logo is used alongside other brands (like Old El Paso and Lloyd's) to signify quality and origin, enhancing the product's appeal through association.

Question 11

Consumers can get a MasterCard credit card with the General Motors logo on it. When consumers use the card to charge items, they can get a rebate from General Motors to use when they purchase a new vehicle. General Motors and MasterCard are engaged in:

Accepted Answer

General Motors and MasterCard are engaged in dual branding, a strategy where two companies collaborate to offer a product or service, leveraging each other's brand to enhance the product's appeal and value. In this case, the collaboration allows consumers to earn rebates towards a new vehicle purchase through the use of a co-branded credit card.

Question 12

When Keebler advertises that it uses M&M candy in its cookies, this is an example of:

Accepted Answer

When Keebler advertises that it uses M&M candy in its cookies, it is an example of dual branding. This is because two brands (Keebler and M&M) are working together and both brands are being promoted in the product.

Question 13

The biggest potential drawback to cobranding is:

Accepted Answer

The biggest potential drawback to cobranding is the risk of damaging a brand name if the cooperative endeavor fails. This can lead to negative perceptions that affect customer trust and loyalty, potentially harming the brand's reputation and value.

Question 14

When Frito-Lay introduced its fat-free potato chips, it named them Ruffles Wow potato chips in order to take advantage of the reputation for quality that Ruffles brand chips have. This is an example of:

Accepted Answer

This is an example of brand equity, where the value of the Ruffles brand name is leveraged to promote a new product, in this case, the Wow potato chips, by associating it with the established reputation for quality of the Ruffles brand.

Question 15

When Dupont introduced Stainmaster carpets, it did not intend to use the Dupont name in any promotion for the carpeting. When sales for the Stainmaster brand proved to be much lower than predicted, the name Dupont was inserted into ads for the carpet. As a result, Stainmaster's market share increased by 200 percent. This is an example of how a even a company name like Dupont can have what amounts to a(n):

Accepted Answer

The increase in market share after using the Dupont name demonstrates positive brand equity, where the brand's reputation adds value to the product.

Question 16

Imagine a company has developed an antiseptic that will kill 100 percent of all bacteria at a cut site. Before introducing the antiseptic to the market, its manufacturer is trying to get the support of the American Red Cross for the product. The company's believes because of consumers' feelings about the integrity of the Red Cross organization, it will benefit if it can use the American Red Cross logo in its packaging. The antiseptic manufacturer is trying to take advantage of the Red Cross's:

Accepted Answer

The antiseptic manufacturer is trying to leverage the positive brand equity of the American Red Cross. Positive brand equity refers to the value a brand adds to a product or service based on consumers' perception, recognition, and trust in the brand. By associating its product with the Red Cross, the manufacturer hopes to benefit from the organization's strong reputation and trustworthiness.

Question 17

Brand equity:

Accepted Answer

Brand equity refers to the value a brand adds to a product, including perceptions, experiences, and customer loyalty that differentiates the product from its competitors.

Question 18

Substantial brand equity can:

Accepted Answer

The answer of Substantial brand equity can:
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Question 19

The brand itself can become an edge over competition and influence consumers to buy a product. This edge would be called a:

Accepted Answer

A differential advantage is when a brand or product offers something unique or superior compared to its competitors, influencing consumer preference and purchase decisions.

Question 20

Trisha is a third-grade student who wanted a new accessories to wear to school, but, like all of her friends, the only store she wanted to shop at was Limited Too. Even though stores carry similar products at lower prices, Trisha was willing to pay to have the Limited Too brand items. In this case, the Limited Too brand created a:

Accepted Answer

The Limited Too brand created a differential advantage by offering products that Trisha and her friends perceive as more desirable, even at higher prices, compared to similar products from other stores. This perceived superiority or uniqueness in the brand's offerings is what defines a differential advantage.

Quiz 10: Brands, Packaging, and Other Product Features