Question 1

The fourth step in the sequential building process of brand equity is _________.

Accepted Answer

The fourth step in building brand equity is to create a consumer-brand connection, which involves establishing a deep, emotional bond between the brand and the consumer.

Question 2

Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Accepted Answer

This is an example of brand licensing, as Colgate is paying a fee to Mattel for the use of the Barbie name and image on their products.

Question 3

Which of the following is the best choice of brand name for the product according to the five criteria for selecting a good brand name?

Accepted Answer

Match Light charcoal is a good brand name because it is easy to pronounce, suggests the product's use, and is distinctive.

Question 4

IKEA sells a portable workbench called the FARTFULL.The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel).This brand name in the United States however, may not be as effective due to

Accepted Answer

The name "FARTFULL" may not be as effective in the United States due to language and cultural differences. In English, the word "FART" is often associated with bodily functions and may not be well-received as a brand name. Additionally, the spelling and pronunciation of the name may also be difficult for American consumers.

Question 5

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; have no legal or regulatory restrictions; be simple and emotional and

Accepted Answer

The answer of When selecting a brand name it is...

Question 6

Brand licensing refers to

Accepted Answer

Brand licensing is a contractual agreement between two companies, wherein one company allows another firm to use its brand name, patent, trade secret or other product for a royalty or fee. This helps the licensor company to expand its brand image in new markets without investing huge amounts of money into production or marketing. The licensee company benefits from the established brand value of the licensor and saves time and effort in building a new brand image.

Question 7

When selecting a brand name it is recommended that the name suggests product features; be memorable; have no legal or regulatory restrictions; be distinctive and positive; fit the company or product image; be simple and emotional and

Accepted Answer

The answer of When selecting a brand name it is...

Question 8

The first step in the sequential building process of brand equity is _________.

Accepted Answer

The first step in building brand equity is to develop positive brand awareness, meaning that consumers are aware of the brand and its features or attributes. This lays the foundation for subsequent steps in building brand equity.

Question 9

The Make a Wish Foundation brand name is especially effective because it

Accepted Answer

The Make a Wish Foundation brand name suggests the product benefits of making wishes come true for children with life-threatening medical conditions.

Question 10

FIGURE 11- 
-In Figure 11-9 above, "D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

Accepted Answer

"Brand performance" represents the functional aspect of the brand meaning, while "brand imagery" represents the symbolic aspect of brand meaning, thus establishing a brand's meaning in the minds of consumers from two dimensions: brand performance and brand imagery.

Question 11

The second step in the sequential building process of brand equity is _________.

Accepted Answer

The second step in the sequential building process of brand equity is to establish a brand's meaning in the minds of consumers. This involves creating a clear and compelling brand identity that differentiates the brand from its competitors and communicates the value proposition to consumers. By establishing a strong brand meaning, a company can create a positive perception of the brand and increase brand equity.

Question 12

IBM's choice of "PCjr" as a brand name for its first home computer, was ineffective because

Accepted Answer

The answer of IBM's choice of "PCjr" as a brand...

Question 13

Kellogg's Heartwise cereal changed its name to Fiberwise in order to

Accepted Answer

The Food and Drug Administration has guidelines on the use of health claims on food packaging. Kellogg's changed the name from Heartwise to Fiberwise to comply with these guidelines as the word "heart" implied a direct correlation to heart health.

Question 14

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; fit the company or product image; be simple and emotional and

Accepted Answer

The answer of When selecting a brand name it is...

Question 15

FIGURE 11- 
-In Figure 11-9 above, "F" represents the first step in the sequential building process of brand equity which would be to _________.

Accepted Answer

According to the sequential building process of brand equity, the first step is to develop positive brand awareness, which is represented by "F" in the figure. The other steps are to establish a brand's meaning in the minds of consumers, create a consumer-brand connection, elicit the proper consumer responses to a brand's identity and meaning, and finally, to build consumer loyalty and relationships.

Question 16

FIGURE 11- 
-In Figure 11-9 above, "A" represents the final, and most difficult, step-to create a consumer-brand connection evident in an intense, active loyalty relationship between consumers and the brand or a _________.

Accepted Answer

The term "consumer-brand connection" specifically refers to the intense, active loyalty relationship between consumers and the brand, which is the final and most difficult step in brand building.

Question 17

You can now buy Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) made by Kemps Dairy.This is most likely an example of

Accepted Answer

This is an example of brand licensing, where the Life Savers brand (owned by a different company) has licensed its name and flavors to Kemps Dairy for use in their Real Fruit Sherbet product.

Question 18

The third step in the sequential building process of brand equity is _________.

Accepted Answer

After establishing a brand's meaning in the minds of consumers, the next step is to elicit the proper consumer responses to the brand's identity and meaning. This involves creating a positive brand image and using marketing strategies to connect with consumers emotionally and intellectually. This step helps to build a strong and loyal customer base.

Question 19

FIGURE 11- 
-In Figure 11-9 above, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through _________.

Accepted Answer

"Eliciting proper consumer responses" suggests the need for ensuring that consumers form the right judgments and feelings towards a brand. This aligns with the third step of the sequential building process of brand equity, which involves creating positive consumer judgments and feelings towards the brand identity and meaning. Therefore, the correct choice is C, which involves consumer judgments and feelings. Choices A, B, D, and E may be components of brand equity building, but they are not specifically related to the third step of the process.

Question 20

A contractual agreement whereby one company (licensor) allows its brand name(s), or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as _________.

Accepted Answer

This is the definition of brand licensing, which involves one company (the licensor) granting the right to use its brand or trademark to another company (the licensee) in exchange for a fee or royalty payment.

Quiz 11: Managing Successful Products, Services, and Brands

The fourth step in the sequential building process of brand equity is _________.

Mattel has contractually agreed to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Which of the following is the best choice of brand name for the product according to the five criteria for selecting a good brand name?

IKEA sells a portable workbench called the FARTFULL.The product has many positive features, and in German or Swedish markets, the name describes the product's features well (fahrt meaning travel) .This brand name in the United States however, may not be as effective due to

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; have no legal or regulatory restrictions; be simple and emotional and

Brand licensing refers to

When selecting a brand name it is recommended that the name suggests product features; be memorable; have no legal or regulatory restrictions; be distinctive and positive; fit the company or product image; be simple and emotional and

The first step in the sequential building process of brand equity is _________.

The Make a Wish Foundation brand name is especially effective because it

FIGURE 11- -In Figure 11-9 above, "D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

The second step in the sequential building process of brand equity is _________.

IBM's choice of "PCjr" as a brand name for its first home computer, was ineffective because

Kellogg's Heartwise cereal changed its name to Fiberwise in order to

When selecting a brand name it is recommended that the name suggests product features; be memorable, distinctive and positive; fit the company or product image; be simple and emotional and

FIGURE 11- -In Figure 11-9 above, "F" represents the first step in the sequential building process of brand equity which would be to _________.

FIGURE 11- -In Figure 11-9 above, "A" represents the final, and most difficult, step-to create a consumer-brand connection evident in an intense, active loyalty relationship between consumers and the brand or a _________.

You can now buy Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy) made by Kemps Dairy.This is most likely an example of

The third step in the sequential building process of brand equity is _________.

FIGURE 11- -In Figure 11-9 above, "B" and "C" represents the third step in the sequential building process of brand equity which would be to elicit the proper consumer responses to a brand's identity and meaning through _________.

A contractual agreement whereby one company (licensor) allows its brand name(s) , or trademark(s) to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as _________.