Deck 5: Branding Strategies

Question 1

A name, symbol, word, sign design, or combination that differentiates one or more offerings of a seller or group of sellers from the competition is called a _________

A) trade name.
B) brand.
C) product.
D) asset.

Answer 1

brand.

Question 2

Which of the following is true?

A) Brands perform a series of functions for the buyer.
B) Brands perform a series of functions for the seller.
C) Brands perform a series of functions for the buyer, and for the seller.
D) None of the options given are correct.

Answer 2

Brands perform a series of functions for the buyer, and for the seller.

Question 3

Which of the following is not a function of the brand for a buyer?

A) Product identification
B) Facilitate customer identification
C) Signal quality
D) Provide social status

Answer 3

Facilitate customer identification

Question 4

A brand has a core identity, which is its ______ and remains _____

A) essence, constant.
B) image, constant.
C) expression, permanent.
D) heart, changing.

Question 5

Aaker suggests that brand identity is comprised of 12 dimensions that are grouped together around four distinct brand perspectives. Which is not one of them?

A) Brand as a product
B) Brand as organization
C) Brand as a person
D) Brand as a friend

Question 6

When the visual imagery, metaphors, and heritage of a given brand are grouped together, this is what we can call

A) brand as a person.
B) brand as organization.
C) brand as a product.
D) brand as a symbol.

Question 7

Brand equity is comprised of five categories of assets. Which is not one of them?

A) Brand loyalty
B) Brand awareness
C) Perceived quality
D) Brand essence

Question 8

The lowest level of brand equity is _______

A) brand name awareness.
B) brand loyalty.
C) brand associations.
D) perceived quality.

Question 9

Brand architecture is

A) a group of related brands.
B) a group of brands under one brand line.
C) a group of unrelated brands.
D) the view of brands as a complex structure with a variety of different types of brand roles and relationships.

Question 10

Which of the following Brands is not part of a house of brands?

A) General Electric
B) BMW
C) Lexus
D) Saturn

Question 11

As per the brand relationship spectrum developed by Aaker and Joachimsthaler (2002), the two extremes are

A) house of brands, branded house.
B) sub-brands, endorsed brands.
C) branded house, sub-brands.
D) house of brands, sub-brands.

Question 12

A house of brands does not allow the company to potentially

A) avoid incompatible brand associations.
B) signal breakthrough advantages.
C) get economies of scale by spending on the advertising of one brand that affects the whole company.
D) own a new product class association.

Question 13

The corporate name has the dominant driving position for a variety of product offerings is called __________

A) house of brands.
B) sub-brands.
C) endorsed brands.
D) branded house.

Question 14

The bringing together of two separate company brands to be marketed together to create a new joint-offering with additional value for the customer is called _____

A) brand assimilation.
B) co-branding.
C) brand consolidation.
D) brand contraction.

Question 15

The relationship between advertising expenditures and brand value is known as__________

A) advertising turnover.
B) brand health.
C) brand ROI.
D) brand liabilities.

Question 16

Which of the following is not a question that needs to be answered when assessing reinforcement of brand equity through the use of marketing tactical decisions in order to convey consistent meanings to customers, as per Keller (1999)?

A) How many products are associated with the brand?
B) How does the brand make those products associated with it superior?
C) What specific needs are satisfied by the brand?
D) What products are represented by the brand?

Question 17

Which of the following questions is not part of Keller's (2000) Brand Report Card?

A) How well does the brand remain relevant?
B) Does the brand portfolio and hierarchy actually make sense?
C) How well do the brand's managers understand what the brand means to consumers?
D) How well does the company monitor the sources of brand turnover?

Question 18

Which of the following is not one of the levels of the brand wheel?

A) Benefits
B) Personality
C) Values
D) Attitudes

Question 19

Which of the following is not one of the reasons offered by Roberts (2006) for the flawed nature of branding?

A) Brands are worn out from overuse.
B) Brands have been smothered by creeping conservatism.
C) Brands can't understand the new consumer.
D) Brands are too mysterious.

Question 20

According to Roberts (2006), if a brand is a statement, then a lovemark should be a(n) ________

A) exclamation point.
B) symbol.
C) story.
D) bundle of value.

Question 21

Using the brand wheel, Accenture's ownership and maintenance of a series of tangible as well as intangible assets that it uses to deliver its promise would be an example of which particular level?

A) Values
B) Features
C) Benefits
D) Personality

Question 22

Which of the following is not an example of a brand that Roberts (2004) believes has reached lovemark status?

A) ITV
B) Twinings
C) Snaidero
D) Singapore Airlines

Question 23

_________ involves building strong relationships with customers by enhancing customer experience with the brand, its personality, and its heritage.

A) Mass consumption
B) Customer brand involvement and perceptual connections
C) Customer sales involvement and perceptual connections
D) Customer brand involvement and social connections

Question 24

Keller (1999) suggests that brand management must always take a _________ perspective.

A) medium-term
B) short-term
C) long-term
D) maximum-term

Question 25

A comprehensive examination of the various sources of brand equity from the perspective of the company and the consumer is called _____

A) market research.
B) brand check.
C) brand health review.
D) brand audit.

Question 26

Brand ROI is calculated using _________ and _____________

A) brand health, brand turnover.
B) brand return on sales, advertising turnover.
C) brand turnover, brand return on sales.
D) brand turnover, advertising turnover.

Question 27

As per Roberts (2004), while a brand stands for information _____ focuses on relationship.

A) watermarks
B) sub-brands
C) brand extensions
D) Lovemarks

Question 28

McDonald's Egg McMuffin breakfast sandwich is an example of which of the following types of branding?

A) Sub-brand
B) Token endorsement
C) Linked name
D) Strong endorsement

Question 29

When the addition of a new brand does not increase the overall sales but shifts them among a broader range of brands, this is known as___________

A) consolidation.
B) confederation.
C) cannibalization.
D) configuration.

Question 30

An independent brand that is also given credibility by being endorsed by another brand is called ______

A) effective brand.
B) extension.
C) endorsed brand.
D) sub-brand.

Question 31

_______ is where all company products are tied to the same corporate name, and the power of the name will pre-sell the product offering.

A) Effective brand
B) House of brands
C) Branded house or manufacturer's brand
D) Sub-brand

Question 32

Operational efficiencies can be achieved from such mechanisms as _______ and _______

A) brand leveraging, co-branding.
B) sub-branding, co-branding.
C) brand leveraging, sub-branding.
D) private branding, sub-branding.

Question 33

There are a variety of tools for asset valuation from a financial resource perspective that may aid brand managers to achieve greater efficiencies. Which of the following mechanism is suggested by Herremans, Ryans, and Aggarwal (2000)?

A) Brand turnover
B) Brand ROI
C) Advertising efficiency
D) Advertising ROI

Question 34

Which of the following path is not suggested by Keller (1999) as one of the alternatives that a firm can take after brand audit?

A) Retiring and/or consolidating brands
B) Improving brand image
C) Acquiring a new brand
D) Expanding brand awareness