Deck 14: Branding

Question 1

Private label brands are often positioned as a lower cost alternative to well-known manufacturer brands.

Answer 1

True

Question 2

The BrandAsset Valuator suggests that brand equity is based on four dimensions: brand loyalty, brand image, brand marks, and brand message.

Answer 2

False

Question 3

A consumer's ability to identify the brand under a variety of circumstances is referred to as brand recall.

Answer 3

True

Question 4

Manufacturer brands are also referred to as store brands.

Question 5

The phrase Finger Lickin' Good is a brand mark for Kentucky Fried Chicken (KFC).

Question 6

A brand's message should be easy to remember and remind consumers about the product attributes they care about most.

Question 7

Betty Crocker produces a boxed brownie mix that features Hershey's chocolate. This is an example of rebranding.

Question 8

Rebranding is a strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity.

Question 9

Brand image is the unique set of associations target customers or stakeholders make with a brand.

Question 10

As an alternative to extending its brand through new product development, a firm can choose to increase its own brand equity by leveraging the equity of another brand using a co-branding strategy.

Question 11

Brand equity facilitates a brand's expansion into new markets.

Question 12

As a form of advertising, packaging does very little to promote the brand.

Question 13

Brand-loyal customers typically exhibit less sensitivity to price.

Question 14

The benefit of co-branding is that if one of the brands involved receives negative publicity, it usually doesn't affect the other brand in any way.

Question 15

Both Walgreen's and CVS have developed their own versions of products such as allergy medication, pain relievers, and cold remedies. Each retailer developed the products and they are sold only in their own stores. These types of products are referred to as private label brands.

Question 16

Revitalization of a brand often begins with an investment in rebuilding trust with consumers.

Question 17

A successful brand adds value to organizations through loyal customers and recognizable goods and services, both of which lead to more revenue for the firm.

Question 18

Cannibalization occurs when existing products take sales away from new products the firm is trying to promote.

Question 19

Brand equity is the value derived from the sale of a product.

Question 20

Jack Daniel's, best known for its Tennessee whiskey, now has a barbeque sauce that uses the Jack Daniel's name. This is an example of a product extension.

Question 21

A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead with a big bell on it and exclaims, "Let's go to Taco Bell!" This is most likely an example of brand

A)equity.
B)recognition.
C)preference.
D)labeling.
E)discrimination.

Question 22

In order to build a successful brand, companies should

A)create brand messaging that changes frequently.
B)create different brand images for any given product.
C)monitor the competitive environment.
D)ignore negative feedback regarding the brand.
E)deliver a product that provides value.

Question 23

According to your text, why are brand loyal customers an important contributor to a firm's long-term success and profitability?

A)Brand loyal customers typically don't use coupons to reduce the price of the product.
B)Brand loyal customers write positive reviews of the firm.
C)Brand loyal customers typically exhibit more price sensitivity.
D)Brand loyal customers typically exhibit less price sensitivity.
E)Brand loyal customers write negative reviews of the competition.

Question 24

Men and women typically between 18 and 49 years old who reach a large number of potential consumers through social media are called social leaders.

Question 25

Which component of a successful brand allows firms to engage customers through online surveys and social media tools?

A)create a consistent brand image
B)deliver a quality product
C)capture feedback
D)evaluate competitor's products
E)create consistent brand messaging

Question 26

What aspect of product development should firms try to achieve when developing a successful brand?

A)The product should be unique to the marketplace in order to be competitive.
B)The product should provide value to the customers that will be using it.
C)The product should be aligned with a customer service department to handle complaints.
D)The product should be able to be manufactured as quickly as possible.
E)The product should be promotable through advertising and personal selling.

Question 27

Shell gas stations use an image of a yellow and red seashell on its signs. In marketing terms, what does this represent for Shell?

A)a patent
B)a brand image
C)an identifier
D)a brand mark
E)a brand feature

Question 28

The value the firm derives from consumers' positive perception of its products is called brand

A)relevance.
B)equity.
C)esteem.
D)capture.
E)profit.

Question 29

Throughout the brand's history, General Mills had portrayed champion athletes on its boxes of Wheaties cereal, along with the tagline "The Breakfast of Champions." This unique set of associations that consumers will make with the Wheaties brand is referred to as brand

A)extension.
B)loyalty.
C)equity.
D)marking.
E)image.

Question 30

Breanna's family has always owned Chevy vehicles and has been very happy with them. Now that Breanna is ready to buy her first vehicle she doesn't even want to look at other manufacturers because she feels that Chevy's are the best. Breanna is exhibiting brand

A)loyalty.
B)equity.
C)exclusion.
D)discrimination.
E)recognition.

Question 31

Brand marks are elements of a brand that can be expressed in all of the following ways except with

A)symbols.
B)designs.
C)words.
D)colors.

Question 32

The best way for firms to manage a brand is to craft unique messages and deliver them through print media.

Question 33

To be successful, brand messaging should

A)be consistent and concise.
B)strive to explain the product in detail.
C)keep consumers guessing.
D)be complex and varied.
E)contain many different messages.

Question 34

The degree to which customers can identify the brand under a variety of circumstances is referred to as brand

A)awareness.
B)marking.
C)loyalty.
D)equity.
E)recognition.

Question 35

The unique set of associations target customers or stakeholders make with a brand is referred to as its brand

A)value.
B)recognition.
C)image.
D)equity.
E)marking.

Question 36

Branding is less critical for nonprofit organizations because they do not have to generate profits or satisfy customers' needs with products.

A)copyright.
B)trademark.
C)trade name.
D)label.
E)brand.

Question 37

Among those who connect with brands through social media, more than half said they do so to receive discounts.

Question 38

A global brand is a brand that is marketed under the same name in multiple countries.

Question 39

The brand image that bears your name and that must be managed 24 hours a day, 7 days a week, 365 days a year, is referred to as your

A)social brand.
B)brand equity.
C)unique brand.
D)primary brand.
E)personal brand.

Question 40

When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce the brand by providing a(n)________ experience in the minds of consumers.

A)simplistic
B)memorable
C)impressive
D)unique
E)consistent

Question 41

When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

A)brand recall surveys
B)brand recognition research
C)quantitative research
D)product development research
E)qualitative research

Question 42

The makers of Tide laundry detergent partnered with the makers of Febreze air fresheners to come up with a new line of laundry detergent infused with Febreze scents. In turn, Febreze also came up with a new air freshener featuring Tide's original scent. This is an example of

A)dual branding.
B)brand revitalization.
C)partner branding.
D)co-branding.
E)brand extension.

Question 43

Co-branding involves

A)two or more companies using the same supplier for its products.
B)one company linking two of its brands.
C)two companies issuing two different products but using the same name.
D)two or more companies issuing a single product.
E)one company issuing two different products but packaging them under different names.

Question 44

The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as

A)customer acquisition cost.
B)brand loyalty.
C)customer lifetime value.
D)brand equity.
E)customer relevance.

Question 45

The process of broadening the use of an organization's current brand to include new products is called

A)co-branding.
B)brand extension.
C)brand revitalization.
D)cannibalization.
E)product extension.

Question 46

Brand revitalization is also referred to as

A)rebranding.
B)recouping.
C)co-branding.
D)remaking.
E)rebuilding.

Question 47

When the makers of Reese's candy bars decided to manufacture Reese's peanut butter, it was an example of

A)brand revitalization.
B)a product extension.
C)a brand extension.
D)co-branding.
E)cannibalization.

Question 48

Which quantitative technique for measuring brand equity helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is with the brand?

A)projective technique
B)brand recall survey
C)aided recall
D)free association
E)brand recognition

Question 49

Cannibalization occurs when

A)a brand has been mismanaged and must be revitalized in order remain a viable brand.
B)new products take sales away from the firm's existing products rather than generating additional revenues.
C)existing products have such a strong market share that new products fail to gain acceptance with consumers.
D)two or more companies collude to set prices, forcing smaller brands to leave the marketplace.
E)a firm develops a new product but does not allocate enough funds to promote the product successfully.

Question 50

The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to as

A)brand extension.
B)brand recouping.
C)brand marking.
D)cannibalization.
E)brand revitalization.

Question 51

The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that

A)consumers are not that knowledgeable in evaluating alternative products.
B)brand image is the main reason consumers continue to purchase a brand.
C)advertising a brand is the surest way to ensure repeat purchasing.
D)brand equity increases a firm's ability to succeed in a difficult competitive environment.
E)consumers do not like change when it comes to buying products.

Question 52

What type of research involves asking consumers what comes to mind when they think about the brand?

A)free thought
B)aided recall
C)unplanned response
D)unaided recall
E)free association

Question 53

A marketer is trying to uncover the true opinions of a group of consumers, but they are unwilling to express themselves, so instead he asks them to compare his brand to an automobile, a country and a person. What technique is the marketer using?

A)aided recall
B)projective technique
C)free association
D)brand recall survey
E)brand recognition

Question 54

In order to facilitate a brand's expansion into new markets, it is most helpful to

A)change the brand's image for each new market.
B)deliver a different brand message for the new environment.
C)reinvent the product for the new environment.
D)have a high level of brand equity.
E)advertise on only one platform.

Question 55

Which statement is not true regarding a brand extension strategy?

A)It is best to have high brand equity before pursuing a brand extension strategy.
B)A brand extension strategy allows new products to profit from recognition the brand already enjoys.
C)Brand extensions must be implemented with an eye towards avoiding cannibalization.
D)Firms must make sure that the extension lives up to the quality consumers expect from the brand.
E)A brand extension strategy is the same thing as a product extension strategy.

Question 56

According to your text, brand revitalization often begins with

A)redesigning the product.
B)rebuilding trust with consumers.
C)rebuilding trust with stockholders.
D)revamping the company's promotional campaign.
E)employee training and education.

Question 57

Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is based on what four dimensions?

A)relevance, recognition, image and esteem
B)image, loyalty, messaging, and recognition
C)loyalty, esteem, image, and recognition
D)differentiation, relevance, esteem, and knowledge
E)differentiation, recognition, knowledge, and image

Question 58

In a brand recognition strategy, how can marketers tell if consumers are truly able to identify the brands they have seen and distinguish between those and brands that they have not been exposed to?

A)They use decoys that consumers could not possibly have seen.
B)They ask consumers what comes to mind when they think about the brand.
C)They ask consumers questions about details of the brand.
D)They ask consumers to compare the brand to a person, animal, or car.
E)They repeat the technique several times.

Question 59

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called

A)dual branding.
B)partner branding.
C)brand revitalization.
D)co-branding.
E)brand extension.

Question 60

Quentin has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving grilled chicken sandwiches as well. Quentin is noticing that his existing customers now order the chicken over the burgers, and his sales have not increased, in fact, they have decreased slightly. This is most likely due to

A)poor marketing of the burger option.
B)cannibalization.
C)revitalization.
D)low brand equity.
E)differentiation.

Question 61

All of the following could be considered ineffective packaging of your personal brand when preparing for an interview except

A)typographical errors on your resume.
B)showing up late to an interview.
C)poor grammar in your e-mails.
D)unprofessional attire for an interview.
E)talking about your personal accomplishments.

Question 62

Watch manufacturer Festina designed a diving watch called the Profundo. The quality promised by Festina in making the Profundo is that this watch stays waterproof. To back up its claim, the watch is sold in a transparent bag filled with distilled water, convincing customers of the watch's high quality. This most likely is an example of how packaging

A)differs completely from advertising.
B)reinforces the brand's image.
C)upstages the brand's image.
D)can turn off a customer through gimmicks.
E)contributes to low brand equity.

Question 63

When recommending products, which resource do social media users tend to trust the most?

A)a company's website
B)friends and family
C)product review sites
D)a company's Facebook page
E)reviews posted on independent blogs

Question 64

Private label brands are also referred to as

A)generic brands.
B)co-brands.
C)manufacturer brands.
D)store brands.
E)licensed brands.

Question 65

According to recent data from the Nielsen research firm, 60 percent of consumers researching products through online sources learned about a specific brand or retailer from

A)a search engine.
B)the company webpage.
C)a newspaper website.
D)a social networking site.
E)a product comparison website.

Question 66

What move by marketers could potentially devalue a brand and the company's relationship with customers?

A)"liking" or reposting positive word-of-mouth
B)keeping a presence on more than one social media platform
C)highlighting your brand's attributes over your competition
D)continually offering discounts or specials
E)using customers as brand advocates

Question 67

When it comes to using social media to respond to customer complaints, research by Nielsen found that 42 percent of 18- to 34-year-olds expect customer support within ________ of a question or complaint.

A)30 minutes
B)1 hour
C)8 hours
D)12 hours
E)24 hours

Question 68

For which product category do 40 percent of shoppers spend half their money on private label brands?

A)cleaning products
B)personal care products
C)groceries
D)medication
E)clothing

Question 69

What could be the potential downside of continually offering discounts as a type of promotional strategy?

A)It could cause the firm to have to repackage its product.
B)It could potentially devalue the brand and its relationship with its customers.
C)It could make consumers less interested in connecting with the brand.
D)It could have the effect of overpricing the product.
E)It could lower a firm's brand recognition.

Question 70

Which brand in 2018 was ranked as the most loved brand on social media by Millennials, in part because of the specials it offered to its most loyal customers?

A)Macy's
B)McDonalds
C)Barnes and Noble
D)Starbucks
E)Subway

Question 71

The activities of designing and producing the container for a product are referred to as

A)packaging.
B)labeling.
C)housing.
D)sorting.
E)containment.

Question 72

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online?

A)Google Alerts
B)Social Mention
C)Twitter Search
D)Hootsuite Impact
E)UTM Parameters

Question 73

On the store shelf at Walmart, there are two types of mustard. French's, which is a ________ brand, and Walmart's Great Value, which is a ________ brand.

A)manufacturer; private-label
B)private label; manufacturer
C)private-label; generic
D)manufacturer; generic
E)licensed; private label

Question 74

As a marketing tool, packaging

A)is not something that marketers are involved with.
B)gives a product a chance to stand out among all the other choices on a store shelf.
C)is not very important for communicating to the consumer.
D)does little to help promote and reinforce brand image.
E)is only crucial to a few products, since most products are heavily promoted in other ways.

Question 75

Products developed by a retailer and sold only by that specific retailer are known as

A)manufacturer brands.
B)co-brands.
C)generic brands.
D)licensed brands.
E)private label brands.

Question 76

Tiffany is well-known as a luxury brand of jewelry. The iconic Tiffany blue box, along with its blue jewelry bag, has been used for over 100 years. By communicating class and sophistication, Tiffany's packaging is an example of how packaging

A)can mislead a customer.
B)promotes a brand's image.
C)contributes to low brand equity.
D)takes away from a brand's image.
E)can take the place of advertising.

Question 77

According to your text, social media can support the goal of building a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers, and by

A)allowing firms to build a customer database to use to promote other products.
B)generating positive-word-of-mouth communication about the brand across social networks.
C)allowing the firm to offer coupons and discounts to a larger number of customers.
D)reducing the number of other promotional activities in which the firm must engage.
E)having the ability to track the competition on social networks.

Question 78

According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential consumers through social media are referred to as

A)opinion leaders.
B)product gurus.
C)online persuaders.
D)social networking stars.
E)super influencers.

Question 79

According to your text, which marketer in today's world is most likely positioned for success?

A)a marketer who connects with his or her audience through social media
B)a marketer who is creative at crafting messages onto print ads
C)a marketer who is creative at crafting messages onto digital materials
D)a marketer who understands that the use of social media carries no risk
E)a marketer who sticks to the traditional forms of advertising

Question 80

As a retailer, Walgreens has developed its own line of products with the brand name Nice! These products are sold exclusively in Walgreens stores and are an example of

A)manufacturer brands.
B)generic brands.
C)private label brands.
D)licensed brands.
E)co-brands.