Question 1

A manufacturer's branding strategy in which a distinct brand name is given to each of its products is referred to as __________.

Accepted Answer

Multibranding is a branding strategy in which a manufacturer uses different brand names for each of its products. This strategy is often used when a company targets different segments of the market and wants to avoid confusion between its different products.

Question 2

Over 50% of the dollars spent in the United States on disposable cups and plates go towards the purchase of store brands of these products that are manufacturer by others. __________ has been very successful in this disposables category.

Accepted Answer

Private branding refers to brands that are owned by retailers or distributors themselves and are exclusive to their stores. As over 50% of the dollars spent in the United States on disposable cups and plates go towards the purchase of store brands of these products that are manufacturer by others, private branding has been very successful in this disposables category.

Question 3

Which of the following is FALSE about a multibranding strategy?

Accepted Answer

A multibranding strategy involves a company marketing several similar products as separate brands, but it does not involve selling products under the brand name of a wholesaler or retailer; that is private labeling or private branding.

Question 4

A __________ is a brand strategy designed to counteract or confront competitors' brands.

Accepted Answer

A fighting brand is specifically designed to compete with and confront competitors' brands. A co-brand is a strategy where two brands partner together, a private brand is a brand owned by a retailer or distributor, a brand extension is when a brand expands into a new product category, and a subbrand is a brand that is part of a larger brand family.

Question 5

Private branding is also referred to as private labeling or __________.

Accepted Answer

Private branding refers to the practice of a company using its own brand on a product or service that it produces, rather than using the brand of the manufacturer or supplier. This is also sometimes referred to as private labeling or reseller branding. Option B (generic branding) refers to products that are sold without a brand name, while options C, D, and E all involve using multiple brands in some way, which is not the same as private branding.

Question 6

Black & Decker uses a __________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

The answer of Black & Decker uses a __________ strategy...

Question 7

Seiko makes watches. It markets its higher quality watches under the Seiko or LaSalle brand name and its lower-priced watches are sold under the Pulsar brand. Seiko uses a __________ strategy.

Accepted Answer

The answer of Seiko makes watches. It markets its higher...

Question 8

Mixed branding refers to a branding strategy in which a firm __________.

Accepted Answer

Mixed branding refers to a branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market. This strategy helps the firm reach different market segments and increase its overall market share.

Question 9

Multibranding refers to a branding strategy in which a firm __________.

Accepted Answer

Multibranding strategy involves giving each product a distinct name when each brand is intended for a different market segment. This allows the firm to target different customer segments without cannibalizing sales of its other products under different brand names.

Question 10

A risk with __________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

Brand extensions refer to using an existing brand name for new products or product lines. While this can be a successful strategy, there is a risk that if a brand name is used for too many different products or services, it can lose its meaning and identity in the minds of consumers. This is known as brand dilution, and it can ultimately harm a brand's reputation and effectiveness.

Question 11

Despite the success of its Pentium chips, Intel faced a major threat from competitors like AMD's K6 chips that were cheaper and better placed to serve the emerging low-cost PC market. Intel wanted to protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a cheaper, less powerful version of its Pentium chips to serve this market. This is a notable example of a __________.

Accepted Answer

Celeron is an example of a fighting brand, which is a lower-priced, lower-quality product created specifically to protect a company's market share from competitors. In this case, Intel created Celeron to counter AMD's threat in the low-cost PC market, while still protecting the brand equity and price premium of its Pentium chips.

Question 12

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

Private branding, also known as private labeling, is when a company manufactures products but sells them under the brand name of a wholesaler or retailer. This allows the retailer/wholesaler to offer distinctive products under their own brand name without having to manufacture them themselves.

Question 13

Brand extensions is the practice of

Accepted Answer

The answer of Brand extensions is the practice of
...

Question 14

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as __________.

Accepted Answer

Mixed branding is the branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market. This strategy allows the firm to target multiple segments with different brand names without risking cannibalization of its own brand.

Question 15

Private branding refers to a branding strategy in which a firm __________.

Accepted Answer

Private branding, also known as private labeling, refers to the practice of producing products but selling them under the brand name of a wholesaler or retailer rather than the manufacturer's brand name. This allows the retailer to have their own unique product offerings and can help build customer loyalty to the retailer's brand.

Question 16

Mars, Inc. sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy.

Accepted Answer

Multibranding strategy involves offering a variety of brand names for different products in the same category. In this case, Mars, Inc. is offering a variety of candy brands under its company umbrella.

Question 17

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as __________.

Accepted Answer

Fighting brands are specifically introduced to wage war against competitors and protect a company's market share. They are cheaper options with lower margins designed to directly compete with rival products. Co-brands and brand extensions involve partnering with another company or expanding an existing brand, while private brands and subbrands are typically created to offer additional options and diversify a company's product line, rather than directly confront competition.

Question 18

-Consider the Huggies photo above. Kimberley-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of __________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

The introduction of a full line of baby and toddler toiletries by Kimberley-Clark is an example of brand extension. This is because the company is leveraging the strong Huggies brand image among mothers to offer new products that are related to its existing product line.

Question 19

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as __________.

Accepted Answer

Multibranding is the branding strategy where each product is given a distinct brand name targeted towards different market segments. This strategy enables a company to capture a larger market share by offering different brands for different customer needs and preferences.

Question 20

Advertising and promotion costs tend to be higher with a __________ strategy because the company must generate awareness among consumers and retailers for each new brand name without the benefit of any previous impressions.

Accepted Answer

The answer of Advertising and promotion costs tend to be...

Quiz 10: Managing Successful Products, Services, and Brands