Question 1

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 2

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

Accepted Answer

Private distributor brands (also known as store brands or own-label brands) are products that are manufactured by a third-party manufacturer but are sold under the name of a retailer. By producing these brands, a manufacturer can utilize excess capacity that may not be used for their own branded products. This allows the manufacturer to efficiently use their resources and generate revenue from the excess capacity.

Question 3

A brand name used for a product line should be compatible with most of the products in the line.

Accepted Answer

The answer of A brand name used for a product...

Question 4

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 that a brand exists and the consideration of it as a potential purchase option. This occurs when a customer is familiar with the brand and recognizes it as an alternative to their preferred brand or other brands that they are not familiar with.

Question 5

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

Brand preference is a measure of customer loyalty where customers have a strong inclination towards a particular brand and choose it over other competitive alternatives.

Question 6

Sears Kenmore is an example of a manufacturer brand.

Accepted Answer

Sears Kenmore is a private label brand, meaning it is owned by the retailer (Sears) rather than the manufacturer.

Question 7

A brand name should indicate the product's major benefits.

Accepted Answer

A brand name should clearly communicate or suggest the product's key benefits to attract potential customers and differentiate it from competitors.

Question 8

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Accepted Answer

This statement suggests that the competition between manufacturer brands and private distributor brands is increasing, indicating a more intense rivalry between the two in certain product categories.

Question 9

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 is the value and strength of a brand. It is an intangible asset that gives a brand the ability to capture and maintain a consistent market share. This stability in market share helps to stabilize an organization's sales volume. Therefore, the statement is true.

Question 10

By law, manufacturers must be identified on the labels of private brands.

Accepted Answer

By law, there is no requirement for private brand labels to identify the manufacturer. However, some retailers may choose to do so voluntarily.

Question 11

A generic brand indicates only the product category.

Accepted Answer

The answer of A generic brand indicates only the product...

Question 12

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...

Question 13

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

Accepted Answer

Brand insistence is the highest level of brand loyalty, where consumers will only buy one specific brand and will not consider any alternatives. However, this type of loyalty is relatively rare, as most consumers tend to have varying degrees of loyalty to different brands.

Question 14

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

Brand insistence is indeed the highest degree of brand loyalty where customers are unwilling to accept substitutes and go to great lengths to acquire their preferred brand.

Question 15

Green Giant is an example of a private distributor brand.

Accepted Answer

Green Giant is a well-known brand of canned and frozen vegetables owned by B&G Foods, Inc., not a private distributor brand; it is a manufacturer's brand available in various retail outlets.

Question 16

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

A familiar brand often has a higher level of trust and credibility with customers, which can make it more likely to be chosen over an unfamiliar brand.

Question 17

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 18

Apple Inc. is an example of a manufacturer brand.

Accepted Answer

Apple Inc. is a manufacturer of various products such as iPhones, iPads, and MacBooks, and all these products are sold under the brand name "Apple". Therefore, Apple Inc. is an example of a manufacturer brand.

Question 19

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Accepted Answer

Marketers may use made-up words or abstract names that have no literal meaning to avoid negative connotations associated with certain words or phrases. This strategy allows them to create a positive brand image and appeal to consumers without triggering any negative associations.

Question 20

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

Accepted Answer

These are indeed the four major elements of brand equity.

Quiz 10: Product, Branding, and Packaging Concepts