Deck 1: Strategic Brand Management Lessons for Winning Brands in Globalized Markets

Question 1

Which of the following is a challenge faced by brands in the 21^st century?

A) Growing multi-culturalism
B) Channel consolidation
C) Competition from every corner of the world
D) Growing interconnectivity
E) All of the above

Answer 1

All of the above

Question 2

Starbucks is strongly associated with "sophistication." This type of brand association is an example of:

A) Attributes and benefits
B) Personality
C) Emotions
D) Attitudes
E) Relationship bonds

Answer 2

Personality

Question 3

Perceptions of quality are impacted by:

A) Attributes and features
B) Reliability
C) Durability
D) Serviceability
E) All of the above

Answer 3

All of the above

Question 4

Coke is strongly associated with "joy." This type of brand association is an example of:

A) Attributes and benefits
B) Personality
C) Emotions
D) Attitudes
E) Relationship bonds

Question 5

The signaling ability of a brand resides more in the meaning that is shared by a collective group than in the meaning for an individual.

Question 6

In a survey, consumers rated a brand in terms of "competence" and gave it a 6.2 score (on a 1-7 scale). We then say that the following is a driver of brand equity:

A) Awareness
B) Attributes and benefits
C) Attitude
D) Emotional responses
E) Relationship bonds

Question 7

Brand relationship bonds are evident in:

A) behavioral loyalty
B) attitudinal brand attachment
C) a sense of community with other brand users
D) all of the above
E) only a. and b.

Question 8

Brand symbolism is rooted in:

A) personal knowledge of brand meanings
B) knowledge about shared meanings
C) brand recall
D) performance features
E) none of the above

Question 9

Where can culture exist?

A) in personal values and beliefs
B) in shared knowledge about what is important in society
C) in objects, buildings, and social institutions
D) all of the above
E) none of the above

Question 10

According to our definition of culture, which of the following is unlikely to be considered a cultural group?

A) Americans
B) Electricians
C) Texans
D) Middle Easterners
E) Europeans

Question 11

Which of the following is NOT necessarily true for a brand regarded as a cultural icon by members of a social group?

A) it is widely regarded as a compelling symbol of the culture
B) it embodies valued characteristics of a social group
C) it is a symbolic brand
D) it is regarded as such by non-group members
E) it acts as a cultural reminder

Question 12

Which of the following can be a contributor to the cultural equity of Target stores?

A) Strong association with the United States of America
B) Strong association with Minnesota state
C) Embodiment of values of independence and freedom
D) All of the above
E) Only a.

Question 13

A brand identity is important because:

A) it serves as a guiding direction for marketing activities
B) it provides a guideline for new products
C) it serves as a shared vision for employees
D) it provides direction for measuring marketing success
E) all of the above

Question 14

Which of the following is NOT a step in developing a brand identity?

A) determine brand's target
B) develop a communication plan
C) determine brand's positioning
D) generate potential brand identity elements
E) select brand identity elements

Question 15

Which of the following is an element likely to be included in the core brand identity?

A) positioning
B) iconic slogans
C) distinctiveness
D) superiority
E) all of the above

Question 16

The popular clothing chain Hot Mama rebranded to Evereve. What problem with the former name would have likely triggered this change?

A) Memorability
B) Meaningfulness
C) Transferability
D) Self-expression
E) None of the above

Question 17

Billboards are a preferred promotional method for strengthening consumer-brand bonds.

Question 18

The key difference between an iconic brand and an identity brand is rooted in:

A) symbolism of a desirable lifestyle
B) embodiment of values or personality traits
C) fulfillment of self-expression needs
D) symbolism of an abstract image of an entire cultural group
E) All of the above

Question 19

Which brand architecture exhibits the greatest level of overlap between brands and products?

A) Sub-brand
B) Branded house
C) Endorsed brand
D) House of brands
E) Token endorsement

Question 20

Which of the following is a drawback of a branded house architecture?

A) Most expensive architecture overall
B) Most complex when portfolio is cohesive
C) Minimizes leveraging of brand equity
D) Highest risk of dilution in case of product failure
E) All of the above

Question 21

Which of the following is a benefit of using a sub-brand architecture?

A) Least expensive architecture overall
B) Balances transfer of equity with the need to create new associations
C) Lowest risk of dilution in case of product failure
D) Clearest architecture overall
E) All of the above

Question 22

Colgate Total's launch of a tartar control toothpaste is an example of:

A) Brand extension
B) Co-branding
C) Developing a new product category
D) Line extension
E) None of the above

Question 23

Which of the following is NOT a benefit of introducing a line extension?

A) appealing to new customer segments
B) minimizing cannibalization sales of existing products
C) providing greater variety for current customers
D) adapting to changing consumer tastes and preferences
E) revitalizing mature brands

Question 24

If Rolex, the leading brand of luxury watches, attempts to launch a fragrance for men, this brand extension would be justifiable under the following brand extension strategy:

A) Using a brand's distinctive ingredient
B) Using a brand's distinctive component
C) Using a brand's distinctive attribute
D) Reflecting the brand's prestige image
E) Reflecting the brand's manufacturing expertise

Question 25

Which of the following is NOT a benefit of using a co-brand for a new product introduction?

A) Using the credibility of the partner in the new category
B) Control over marketing programs
C) Capitalizing on the expertise of the co-brand partner
D) Capitalizing on the reputation of the co-brand partner
E) None of the above

Question 26

The biggest risk of a downward stretch is that it can decrease sales of the brand's higher-priced offerings and eventually damage the brand's reputation:

Question 27

Which of the following is NOT true of upward stretches?

A) they have higher price points
B) are typically easier to implement than downward stretches
C) can be popular with a brand's customers who are looking for something more upscale
D) can be a way to market to new consumer segments
E) none of the above

Question 28

Which of the following is a base of brand extension fit?

A) The extension product category is similar to products in existing brand portfolio
B) The extension product complements an existing product sold by the brand
C) The extension product possesses an attribute associated with the brand
D) The extension product leverages an aspect of the brand's technical expertise
E) All of the above

Question 29

Which of the following is NOT an element of individualism?

A) an independent view of the self
B) priority of in-group goals over personal goals
C) tendency to focus on attributes of objects
D) explaining behavior by focusing on people's traits
E) attention to focal objects in the environment

Question 30

In which countries is horizontal individualism a common cultural orientation?

A) Mexico and Argentina
B) China and Korea
C) The Israeli Kibbutz
D) Australia and Finland
E) None of the above

Question 31

The key distinction between vertical and horizontal cultural orientations is based on an independent (vs. interdependent) view of the self.

Question 32

In which cultural environment is the following statement more likely to be endorsed?
"How people behave is mostly determined by their personality. One's personality predisposes and guides an individual to behave in one way, not in another way, no matter what circumstances the person is in. In a sense, behavior is an unfolding of personality. One's behavior is remarkably stable across time and consistent across situation because it is guided by personality. Therefore, if we know the personality of one person, we can easily predict how the person will behave in the future and explain why that person behaved in the particular way in the past."

A) collectivist culture
B) individualist culture
C) vertical culture
D) horizontal culture
E) none of the above

Question 33

Which of the two concepts below are the most likely to be positively correlated:

A) vertical collectivism and endorsement of openness values
B) horizontal collectivism and self-deceptive enhancement
C) horizontal individualism and endorsement of openness values
D) vertical individualism and endorsement of self-transcendence values
E) None of the above

Question 34

The major motivational concern of a vertical individualistic orientation is:

A) self-reliance
B) duties and obligations toward in-groups
C) interdependence and helping others
D) power and status-seeking
E) benevolence

Question 35

Which of the following is NOT a measure of brand preference?

A) Brand ranking
B) Constant sum allocation
C) Brand belief
D) Willingness to pay
E) Aided awareness

Question 36

Identity-based measures try to capture the extent to which the consumer incorporates the brand into the self.

Question 37

Eighty-five percent of consumers presented with the Toyota logo recognize it as that of Toyota. Based on this information, we can confidently say that Toyota:

A) has high unaided awareness
B) has a favorable brand attitude
C) has high aided awareness
D) has favorable brand associations
E) all of the above can be said about Toyota

Question 38

Which of the following is NOT an example of a quantitative brand image measure?

A) Brand attribute and benefits
B) Brand personality
C) User imagery
D) Brand collage
E) Organizational associations

Question 39

Which of the following is NOT a step in a brand concept map study?

A) Eliciting important brand associations
B) Showing how elicited associations are connected
C) Instructing participants to collect photographs that convey their feelings
D) Aggregating associations from individuals
E) None of the above

Question 40

Brand dilution refers to a situation where a brand's reputation and value has been harmed.

Question 41

Which of the following is a potential source of brand dilution?

A) Trademark infringement
B) Brand crises
C) Marketing mix decisions
D) Brand leveraging
E) All of the above

Question 42

Which of the following is NOT a possible source of brand dilution due to marketing mix decisions?

A) Inconsistent product portfolios
B) Inconsistent price points
C) Cybersquatting
D) Advertising that does not communicate the brand identity
E) Excessive sales promotions

Question 43

Elements that identify a brand-such as brand names, logos, colors, package designs, and sounds- are eligible for trademark registration.

Question 44

The basics of a brand crisis plan include:

A) Assessing the severity of the event
B) Identifying how the firm can handle the initial response
C) Identifying types of responses depending on the investigation of the incident
D) Assessing whether the event involves serious injury or outrageously poor customer service
E) All of the above

Question 45

Which of the following is NOT a step in the brand exploratory phase of a brand audit?

A) Measuring brand awareness
B) Assessing the financial performance of the brand
C) Assessing success of advertising campaigns
D) Determining key brand associations
E) Assessing distinctiveness of associations

Question 46

The goal of a brand exploratory is to measure the equity of the brand, and hence to identify the distinctive brand associations.