Deck 5: Building a Relevant Brand

Question 1

Brand image is made up of associations that a marketer aspires to project or communicate to its target market.

Answer 1

False

Question 2

Licensing is a legal agreement in which a brand owner (licensor)grants use of its brand name or marks to another company (licensee).

Answer 2

True

Question 3

For sports properties,a brand makeover may be necessary when perceptions of poor performance or quality exist.

Answer 3

True

Question 4

Relocating a sports property to another location creates a unique problem for sports not present with other brands.

Question 5

In determining the brand position,Sam,who is the marketing director,needs to focus on the one thing the sports brand stands for or is associated with by consumers.

Question 6

Pricing decisions should be made prior to defining the brand position.

Question 7

One of the payoffs of building brand equity is growth opportunities in the form of adding new products that share a connection with the core brand.

Question 8

For most brands,brand identity and brand image are very closely aligned.

Question 9

For brand makeover to be successful,it requires a change in the logo,name,and brand identity marks.

Question 10

Current thought in marketing shows a shift from focusing on single transactions to developing relationships with customers.

Question 11

The primary benefit of a license agreement for the licensor is the creation of a revenue stream without expenses incurred.

Question 12

Brand promises can be implicit or explicit.

Question 13

Brands are central to the practice of marketing.

Question 14

Patrick,who is not a tennis fan,perceives tennis as a sport that is primarily enjoyed by highly educated,wealthy women.Patrick has formed a brand association.

Question 15

A brand does not have financial value for an organization since it is an intangible that cannot be inventoried.

Question 16

A brand is a name,term,design,symbol or any other feature that identifies a seller's good or service.

Question 17

In terms of brand promises,explicit promises are more important than implied promises.

Question 18

Product extensions outside the core product category typically pose lower risks of failure because the new product taps into the brand's strength,such as popularity or high perceived quality.

Question 19

In choosing a brand name,contrast is desirable,but sometimes it is not achieved,such as the case with all of the teams that use Cardinals as part of their name.

Question 20

For sports teams,another consideration for creating a logo is if a mascot can be created that will fit well with the logo.

Question 21

Which term refers to the thoughts and perceptions that a person has for another person or object?

A)brand mark
B)brand image
C)brand identity
D)brand association

Question 22

After a year of examining the Pittsburgh Penguin brand,Stellus Consulting discovered the Penguin's brand essence,which was summarized in the following words except

A)drive
B)energy
C)strong
D)innovation

Question 23

Brands serve the following purposes or roles except

A)identity
B)experience
C)relationship
D)promise

Question 24

For sports brands,a name ideally possesses the following characteristics except

A)trendiness
B)recognizability
C)fit
D)contrast

Question 25

Brand image is best defined as the

A)name,logo,and other elements of a brand's identity
B)thoughts that reside in the minds of consumers based on past experiences,existing knowledge,and marketing communications
C)associations that a marketer aspires to project or communicate to its target market
D)thoughts or perceptions people have toward people and objects

Question 26

After a year of examining the Pittsburgh Penguin brand,Stellus Consulting and the Penguins derived the new brand promise,which was

A)The Pittsburgh Penguins Break Away from Boredom
B)The Pittsburgh Penguins Steel Another Show
C)The Pittsburgh Penguins Tough and Rough
D)The Pittsburgh Penguins Fuel Your Desire to Break Away

Question 27

Most sports marketers avoid explicit brand promises because they

A)are difficult to fulfill
B)cannot control how the team plays
C)are not effective in retaining customers
D)believe implied promises are more important

Question 28

Brand building

A)involves developing a promise that will create customer relationships
B)is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth
C)entails decisions such as selecting a brand name and designing marks associated with the brand,such as a logo and colors
D)is made up of associations that a marketer aspires to project or communicate to its target market

Question 29

A representation of thoughts or mental associations that people hold for a branded product or service is the

A)brand mark
B)brand image
C)brand identity
D)brand association

Question 30

Identity elements,such as a company's logo or brand name,are important from a marketing standpoint because they

A)play a role in creating brand awareness among consumers
B)offer consumers a superior level of quality
C)provide long-term financial security
D)are protected by copyright laws

Question 31

Brand identity is

A)thoughts or mental associations that people have for a particular brand
B)thoughts that reside in the minds of consumers based on past experiences,existing knowledge,and marketing communications
C)made up of associations that a marketer aspires to project or communicate to its target market
D)thoughts or perceptions people have toward people and objects

Question 32

The following are examples of implied promises for a local car racing event except

A)promise of an exciting,fun evening
B)a $1.00 donation for each ticket purchased to support sports at the local high school
C)ticket refund if the event is cancelled due to weather
D)awesome fireworks display after the races

Question 33

Corporate social responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.

Question 34

Rich is the marketing manager for a basketball team.He should most likely use the following tactics to develop deeper relationships with fans except offering

A)locker room and facility tours
B)postgame seating at the press conference
C)pre-game autograph sessions
D)multiple-game tickets at a reduced price

Question 35

Brand leveraging

A)involves developing a promise that will create customer relationships
B)is strategies devised to capitalize on aspects of a brand to develop product offerings that add value for customers and drive business growth
C)entails decisions such as selecting a brand name and designing marks associated with the brand,such as a logo and colors
D)is made up of associations that a marketer aspires to project or communicate to its target market

Question 36

What is the least likely motivation for relationship marketing in sports?

A)The cost is lower than the single transaction marketing approach.
B)It costs more to acquire new customers than to retain current customers.
C)Consumers develop emotional connections with teams and athletes.
D)Customers are primarily driven by explicit financial promises.

Question 37

Shelby believes NASCAR fans are rough,tough,blue-collar workers from the South.Shelby has formed a

A)brand mark
B)brand image
C)brand identity
D)brand association

Question 38

Which of the following is a brand element that serves as a mental shortcut to associate a product with its owner?

A)promise
B)website
C)logo
D)print ad

Question 39

Some brand names are easy to remember because of years of history and tradition,such as the Los Angeles Dodgers.This is an example of the ________ characteristic of a good brand name.

A)trendiness
B)recognizability
C)fit
D)contrast

Question 40

Interstate Batteries' promise of being "outrageously dependable" is an example of a(n)

A)implied promise
B)explicit promise
C)brand identity
D)brand image

Question 41

Sara wants to convey the ideas of sophistication,royalty,and mystery.She should choose ________ for the team's primary color.

A)blue
B)purple
C)black
D)white

Question 42

Mascots are an important element of many sports teams so it is most important when creating or designing the team's ________ that marketers take into consideration the need to create a mascot that fits.

A)logo
B)brand character
C)brand name
D)colors

Question 43

A symbol or other visual element that is associated with a brand is a

A)logo
B)brand character
C)brand nickname
D)color

Question 44

Forms of communication other than words that are used to communicate brand identity are known as

A)brand associations
B)brand marks
C)brand images
D)brand promises

Question 45

Being located in Arizona,the professional baseball team chose the name of Arizona Diamondbacks,using a rattlesnake as part of the logo.This is an example of the ________ characteristic of a good brand name.

A)trendiness
B)recognizability
C)fit
D)contrast

Question 46

When the Women's NBA located a team in Phoenix,they wanted a name that would illustrate ________,so they chose the name Mercury.The NBA team has the name of Suns.

A)trendiness
B)recognizability
C)fit
D)contrast

Question 47

Which of the following statements is least likely true regarding the decision to keep or change a brand identity when relocating to a new market?

A)Retaining the current brand is less costly than establishing a new one.
B)A brand with high familarity should be considered for retention.
C)When a team needs a fresh start,retaining the current brand makes it easier to gain new fans.
D)Brand names that are general and applicable in the new market are appropriate to retain.

Question 48

Logos and colors are used extensively in sports branding and are

A)brand associations
B)brand marks
C)brand image
D)brand promises

Question 49

The color ________ tends to convey the ideas of trustworthiness,dependability,and security.

A)blue
B)red
C)green
D)orange

Question 50

Alex wants to convey the ideas of exuberance,fun,and vitality.She should choose ________ for the team's primary color.

A)blue
B)red
C)green
D)orange

Question 51

The nicknames Cardinals,Tigers,and Wildcats can easily be transferred to the development of a ________,which serves a key role in the brand's identity and influences consumer attitudes and behaviors toward the brand.

A)logo
B)brand character
C)brand name
D)colors

Question 52

Brand marks are

A)forms of communication other than words that are used to communicate brand identity
B)thoughts that reside in the minds of consumers based on past experiences,existing knowledge,and marketing communications
C)made up of associations that a marketer aspires to project or communicate to its target market
D)thoughts or perceptions people have toward people and objects

Question 53

Jose wants to convey the ideas of boldness and power.He should choose ________ for the team's primary color.

A)blue
B)purple
C)black
D)white

Question 54

A good logo meets all of the following criteria except

A)looking attractive across a variety of media
B)being easy to modify as consumer tastes change
C)relating to the sports property it represents
D)being unique enough to differentiate a brand

Question 55

Brand marks consist of the following except

A)logos
B)characters
C)names
D)colors

Question 56

The following questions should be asked when designing or evaluating a current logo except

A)Is it distinctive?
B)Is it relevant?
C)Is it enduring?
D)Is it currently recognizable?

Question 57

Adam wants to convey the ideas of health,freshness,and prestige.He should choose ________ for the team's primary color.

A)blue
B)red
C)green
D)orange

Question 58

The purpose of a logo is to

A)develop a visual form of brand identification
B)create a unique brand name
C)identify the promises made by a brand
D)have a symbol that can be placed in areas that do not allow the brand name

Question 59

Mary wants to convey the ideas of simplicity,cleanliness,and purity.She should choose ________ for the team's primary color.

A)blue
B)purple
C)black
D)white

Question 60

Laura wants to convey aggression,energy,and provocativeness.She should choose ________ for the team's primary color.

A)blue
B)red
C)green
D)orange

Question 61

A well-defined brand position contains the following elements except

A)clarifying the business or category in which the brand competes
B)specifying the target market
C)identifying the marketing activities that will be used to communicate with the target market
D)stating advantage or point of difference that will resonate with the target market

Question 62

Brand equity consists of the following elements except

A)brand position
B)brand marks
C)brand extensions
D)licensing

Question 63

The overarching strategy in managing a brand for growth is the development of

A)brand equity
B)brand image
C)brand position
D)brand identity

Question 64

Brand positioning is a strategy to hone in on one of the following except

A)an attribute
B)a brand mark
C)a benefit
D)a unique characteristic

Question 65

Erica is the marketing director for a college sports program.She wants to emphasize the value of attending college sporting events.This is an example of which component of a brand positioning statement?

A)the business or category in which the brand competes
B)the target market
C)the marketing activities that will be used to communicate with the target market
D)the advantage or point of difference that will resonate with the target market

Question 66

When the Houston Oilers football team moved to Nashville,it was necessary to change the brand identity because

A)retaining the current brand would be more costly than establishing a new one
B)the Oiler brand name was not easily recognizable by the Nashville fans
C)the Oiler brand name did not fit the Nashville market
D)the Oiler brand name was too general

Question 67

Examples of brand makeovers that were necessary and were successful include the following except

A)Major League Baseball
B)Tampa Bay Rays
C)National Hockey League
D)NBC Sports Network

Question 68

One type of brand association that is particularly influential on consumer behavior and perceptions of brand equity is

A)price
B)advertising
C)the sports facility
D)perceived quality

Question 69

Andrea is the marketing director for a college sports program.She knows not everyone is a viable target for college sports.Her goal is to locate individuals for which college sports is relevant.This is an example of which component of a brand positioning statement?

A)the business or category in which the brand competes
B)the target market
C)the marketing activities that will be used to communicate with the target market
D)the advantage or point of difference that will resonate with the target market

Question 70

The assets that comprise brand equity include the following except

A)brand awareness
B)brand loyalty
C)brand associations
D)brand marks

Question 71

Sean is the marketing director for a college sports program.He wants to market the programs as "entertainment" rather than "sports." This is an example of which component of a brand positioning statement?

A)the business or category in which the brand competes
B)the target market
C)the marketing activities that will be used to communicate with the target market
D)the advantage or point of difference that will resonate with the target market

Question 72

A set of assets linked to a brand's name and symbol that adds to the value provided by the product or service to a firm or a firm's customers is

A)brand image
B)brand identity
C)a brand's position
D)brand equity

Question 73

The Carolina Panthers are interested in cultivating a higher level of brand loyalty among their best fans.The team's marketing department should use the following strategies except

A)offering frequency or reward programs
B)providing experiential activities
C)making unique offers for events that are not available to the public
D)highlighting some of the most loyal fans through media advertising

Question 74

The part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands is

A)brand position
B)brand equity
C)brand loyalty
D)brand leveraging

Question 75

It is important to recognize that ________ is (are)formed from every touchpoint between the consumer and sports brand,whether at events,games,or through the media.

A)brand awareness
B)brand loyalty
C)brand associations
D)brand equity

Question 76

For sports brands with low awareness,________ can be an instrument in building higher awareness

A)brand marks
B)media coverage
C)brand equity
D)sponsorships

Question 77

Brand awareness is an asset

A)developed from recognition and familiarity among consumers and sponsors
B)that is customer-driven and is determined by a customer's desire to have a relationship with a business
C)that reflects thoughts and perceptions people hold for a brand
D)that reflects the logo,color,and brand marks

Question 78

An ethical dilemma occurred when many individuals considered it offensive to use Native American nicknames for sports teams.To correct this situation,the ________ became proactive and forced teams with Native American names to change them or risk sanctions.

A)NCAA
B)MLB
C)NFL
D)NHL

Question 79

Brand management and leveraging are based on the view that a brand is

A)the avenue to customer retention
B)a liability that has to be managed
C)an asset owned by a business
D)a revenue generator

Question 80

When relocating a sports team to a new market,rebranding with a new identity is advisable under the following conditions except when

A)fans are reluctant to accept the current brand name because of a negative image
B)the current brand name does not fit the new market
C)the team needs a fresh start
D)the current brand identity is too general