Question 1

The four steps in the sequential building process of brand equity include positive brand awareness, establishing a brand's meaning in the minds of consumers, eliciting the proper consumer responses to a brand's identity and meaning, and to _________.

Accepted Answer

The fourth and final step in the building process of brand equity is to create a strong, loyal consumer-brand connection. This involves fostering a personal relationship between the brand and the consumer, such that the consumer feels a sense of attachment to the brand and will choose it consistently over other options. This step is critical for long-term success and growth of the brand.

Question 2

The stylized blue and white waves in an oval shape that appear on every package of Ocean Spray brand products is an example of a

Accepted Answer

The answer of The stylized blue and white waves in...

Question 3

Brand name refers to

Accepted Answer

Brand name refers to any word, device (design, sound, shape or color), or combination of these used to distinguish a seller's goods or services.

Question 4

The four steps in the sequential building process of brand equity include _________, establishing a brand's meaning in the minds of consumers, eliciting the proper consumer responses to a brand's identity and meaning, and to create a consumer-brand connection.

Accepted Answer

The first step in building brand equity is developing positive brand awareness, which is crucial before establishing brand meaning, eliciting consumer responses, and creating a consumer-brand connection.

Question 5

Brand personality refers to

Accepted Answer

Brand personality refers to the set of human characteristics associated with a brand name. It is the image or personality that a brand creates in the minds of consumers, such as being fun, serious, sophisticated, or adventurous. By creating a brand personality, companies can differentiate themselves from their competitors and create a unique identity that resonates with their target audience.

Question 6

The four steps in the sequential building process of brand equity include positive brand awareness, _________, eliciting the proper consumer responses to a brand's identity and meaning, and to create a consumer-brand connection

Accepted Answer

Establishing a brand's meaning in the minds of consumers is the second step in the sequential building process of brand equity after positive brand awareness. The other options mentioned are not steps in this process.

Question 7

A marketing decision in which an organization uses a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is referred to as

Accepted Answer

Branding is the process of using a name, design, symbol or combo of these to differentiate the products from competitors. Product identification is a broader term, trademarking is a legal process of protecting intellectual property, copyrighting is specific to creative works, and licensing refers to granting permission to use intellectual property.

Question 8

The term branding refers to

Accepted Answer

Branding refers to the use of a name, phrase, design, symbol or a combination of these to identify and differentiate a product from its competitors. It involves creating a unique image and perception of the product in the minds of consumers. Licensing a name, assigning the same name to all products, or identifying products using individual CPUS or SKUS are not considered branding. Selecting a name or symbol that reflects a product's features may be a part of the branding process, but it should also create a unique identity for the product.

Question 9

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Accepted Answer

Consumer advocates believe downsizing is a deceptive practice that takes advantage of consumers' buying habits by offering less product content in the same or larger package while maintaining or increasing the price. This practice is considered deceptive because consumers assume that they are getting the same amount of product for the same price. However, they are actually paying the same price for less product.

Question 10

The added value a brand name gives to a product beyond the functional benefits provided is referred to as _________.

Accepted Answer

The added value that a brand name provides beyond the functional benefits is called brand equity. It is the value that a brand contributes to the product or service that it represents. This can come in the form of customer loyalty, perceived quality, and overall brand image. Brand equity is an essential aspect of marketing strategy, as it can have a significant impact on a company's profitability and long-term success.

Question 11

For consumers, the primary benefit of branding is

Accepted Answer

Branding helps consumers quickly identify and choose products that meet their needs, making shopping more efficient.

Question 12

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely vision associated with that brand name.With Vespa motor scooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match.Both Vespa and Harley-Davidson

Accepted Answer

Both Harley-Davidson and Vespa have distinct brand personalities, which are the set of human characteristics attributed to a brand.

Question 13

Brand name importance to a company has led to a concept called brand equity, the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2)

Accepted Answer

Brand equity allows a company to charge a premium price for its product and customers are often willing to pay this higher price due to their perception of the brand's value and quality.

Question 14

Any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's goods or services is referred to as a _________.

Accepted Answer

A brand name is a word or combination of words, letters, or numbers that represent a product or service. It is used to distinguish the seller's goods or services from those of its competitors. A trademark is a symbol, phrase, or design that serves as a source identifier for a brand. A brand mark is a symbol or design that represents a brand. A trade name is the name under which a company does business. A generic brand is a product that does not carry a brand name and is identified only by its generic name.

Question 15

Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.Georgia-Pacific used

Accepted Answer

Georgia-Pacific used downsizing by reducing the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.

Question 16

The apple that appears on every Apple computer product is an example of a

Accepted Answer

The apple logo is a well-known brand symbol that represents Apple Inc. and is used on all their products. Therefore, option D, brand name, is the best choice.

Question 17

FIGURE 11-8 
-The "Dare to Have it All" ad shown in Figure 11.8 above, depicts a set of human characteristics associated with a brand name, which defines its _________.

Accepted Answer

The ad in Figure 11.8 depicts a set of human characteristics associated with the brand name, which defines its brand personality.

Question 18

Brand equity refers to

Accepted Answer

Brand equity refers to the added value a brand name gives to a product beyond the functional benefits provided. It represents the value that a brand adds to a product in terms of consumer preference and loyalty, and the ability to charge a premium price for the product. It is built over time through a combination of marketing activities, customer experience, and brand reputation.

Question 19

The four steps in the sequential building process of brand equity include positive brand awareness, establishing a brand's meaning in the minds of consumers, _________, and to create a consumer-brand connection.

Accepted Answer

The third step in the sequential building process of brand equity is eliciting the proper consumer responses, which includes creating a positive brand attitude and building a strong, loyal relationship between the consumer and the brand. This step helps to create a connection between the consumer and the brand, which is necessary for building long-term brand equity. The other answer choices are not necessarily part of this process.

Question 20

One of the primary benefits of branding for consumers is that branding

Accepted Answer

A well-established brand helps consumers to make decisions more quickly and easily. When consumers are familiar with a brand, this helps to simplify the decision-making process when choosing between products or services. This is particularly important when consumers are faced with a large number of products that are similar, as a strong brand can help to set a product apart and make it easier to identify.

Quiz 11: Managing Successful Products, Services, and Brands