Deck 9: Strategic Brand Management

Question 1

 Combination branding places a brand name on one or more lines of related products representing different product categories.

Answer 1

False

Question 2

 A _____ is intended to meet the needs of buyers,and it may consist of objects,services,organizations,places,people,and ideas. 

A) product
B) brand
C) resource
D) trademark

Answer 2

 product

Question 3

Which of the following is a function of brands for sellers?

A) Reduce sellers' perceived risks
B) Facilitate low production costs
C) Diminish market segmentation, offering products to a larger target
D) Facilitate the introduction of new products

Answer 3

Facilitate the introduction of new products

Question 4

For buyers,brands play the function of:

A) aiding repeat purchases.
B) reducing premium pricing.
C) minimizing buyers' perceived risks.
D) facilitating brand loyalty.

Question 5

 Co-branding is the sale of a firm's brand name to another company for use on a noncompeting product.

Question 6

Brand extension consists of two well-known brands working together in promoting their products.

Question 7

Which of the following about brands is true?

A) Brands facilitate promotional effectiveness for sellers.
B) Brands help reduce prices for buyers.
C) Brands minimize market segmentation to cater to a larger target.
D) Brands enhance buyers' perceived risks.

Question 8

 Stretching the brand vertically consists of launching a new product line in another product class.

Question 9

In private branding,retailers with established brand names contract with producers to manufacture and place the retailer's brand name on products sold by the retailer.

Question 10

Marketing plans for specific brands are usually developed at _____ level.

A) market-driven management
B) product group/marketing management
C) product portfolio management
D) product/brand management

Question 11

 The brand as a person (brand personality) perspective recognizes that strong brands may have an identity beyond the product or the company,which has positive impacts on the customer relationship and perception of value.

Question 12

 According to the American Marketing Association,the legal term for brand is _____.

A) merchandise
B) asset
C) patent
D) trademark

Question 13

 A disadvantage of fighter brands is that they may cannibalize the company's premium offering.

Question 14

Moving the brand down is relatively easy to pursue since it benefits from the image of the higher-level brand.

Question 15

 Which of the following leads to a negative impact on brand management?

A) Reduced customer search costs
B) Fragmentation of markets and media
C) Increased brand loyalty
D) Reduction in buyer's perceived risk

Question 16

 A name,term,design,symbol,or any other feature that identifies one seller's good or service as distinct from those of other sellers is known as a(n) _____.

A) product
B) merchandise
C) brand
D) advertisement

Question 17

 If a brand is used for the firm as a whole,then it is referred to as a _____.

A) trade name
B) corporation
C) trademark
D) patent

Question 18

 Preference mapping offers useful guidelines for strategic targeting and product positioning.

Question 19

 Which of the following is a function of brands for buyers?

A) Facilitate the introduction of new products
B) Reduce customer search costs
C) Raise the buyers' perceived risk
D) Curtail premium pricing

Question 20

 Product life cycles are becoming longer for many products due to new technology,rapidly changing preferences of buyers and intense competition. 

Question 21

_____ management is normally assigned to the chief executive of the strategic business unit,the corporate level of an organization,or a team of top executives.

A) Product/brand
B) Product group/marketing
C) Product portfolio
D) Market-driven

Question 22

What functions do brands serve for sellers?

Question 23

 A business that has several product categories and/or brands may assign responsibility for coordinating the initiatives of product or brand managers to _____.

A) the chief executive of the SBU
B) a product director
C) a product portfolio manager
D) a brand analyst

Question 24

 Which of the following activities of strategic brand management primarily provides essential information for decision making for other brand management activities?

A) Leveraging the brand
B) Brand equity management
C) Brand identity strategy
D) Strategic brand analysis

Question 25

 Using the same brand name to market one or more lines of related goods which represent different categories,such as Crest toothpaste,brushes,and floss,is referred to as _____.

A) corporate branding
B) product-line branding
C) combination branding
D) private branding

Question 26

 Explain three internal and external forces that create hurdles for brand managers in their efforts to build strong brands.What is one key to reducing these negative impacts on brand-building strategies?

Question 27

 The intent of _____ is to determine "a unique set of brand associations that the brand strategist aspires to create or maintain."

A) brand identity strategy
B) brand equity management
C) strategic brand analysis
D) brand equity measurement

Question 28

 List the measures that Aaker proposes to capture all relevant aspects of brand equity.

Question 29

 Brands that have been successful over a long time period offer useful insights about brand strategy management.Discuss some of these insights. 

Question 30

_____ consists of coordinating the organization's system of brands with the objective of achieving optimal system performance. It focuses on brand interrelations rather than an individual brand.

A) Strategic brand analysis
B) Managing the brand portfolio
C) Leveraging the brand
D) Brand equity management

Question 31

 Which of the following brand leveraging strategies involves the sale of a firm's brand name to another company for use on a noncompeting product?

A) Line extension
B) Brand extension
C) Co-branding
D) Licensing

Question 32

Which of the following strategies for brand strength involves launching a brand aimed to combat low-price competitors while protecting the company's premium priced offerings?

A) Brand revitalization
B) Licensing
C) Fighter brands
D) Co-branding

Question 33

_____ involves extending the core brand identity to a new addition to the product line,or to a new product category.

A) Strategic brand analysis
B) Managing the brand portfolio
C) Leveraging the brand
D) Brand equity management

Question 34

Which of the following is the first step in tracking brand performance?

A) Identifying problem products
B) Selecting method(s) for evaluation
C) Deciding how to resolve the problem
D) Establishing the performance objectives

Question 35

 Discuss the state of counterfeit brands,the ethical issues,the involvement of law enforcement,and the role of the internet in counterfeiting.