Question 1

Co-branding has many limitations.Which of the following is definitely one of them?
customer complaints
complex legal contracts
competition envy
partner distraction
ease of use limitations

Accepted Answer

The answer of Co-branding has many limitations.Which of the following...

Question 2

According to your text, perhaps the most important task of the brand manager is the management of ________.
money
people
touchpoints
communications about the brand
story seeding

Accepted Answer

The answer of According to your text, perhaps the most...

Question 3

A number of top selling retail toys are products that are based on television shows and movies.These are examples of ________.
licensing
product extensions
word of mouth sales
exploitations
top down production

Accepted Answer

The answer of A number of top selling retail toys...

Question 4

BMW was the first company to create branded entertainment in the form of a series of short films.In each film the star was ________.
a male
a female
from Hollywood
a BMW car
a car owner

Accepted Answer

The answer of BMW was the first company to create...

Question 5

Many national brands have seen their market share drop in the recent recession.National brands need to improve their ________ in tough economic times.
value proposition
features
sales tactics
price
promotion

Accepted Answer

The answer of Many national brands have seen their market...

Question 6

A company might introduce a new brand, especially of they believe ________.
their sales force recommendations
their old brand is waning in popularity
their products are strong
the competition is increasing
in the power of numbers

Accepted Answer

The answer of A company might introduce a new brand,...

Question 7

When a company uses film makers, artists or musicians to help sell their brands it is called ________.
a sell out
cool
effective
costly
branded entertainment

Accepted Answer

The answer of When a company uses film makers, artists...

Question 8

According to the text, consumer preference isn't based on taste alone.Consumers attach ________ to brands and develop ________ that go beyond a product's physical attributes.
value, choices
meaning, relationships
benefits, alliances
labels, lists
names, icons

Accepted Answer

The answer of According to the text, consumer preference isn't...

Question 9

Recently General Motors was on the brink of bankruptcy.One of the solutions was to deal with their problem of multibranding.What did GM do to reduce costs and increase profitability?
They cut many modest or failing brands to focus on their stronger brands.
They offered employee discounts to everyone.
They lobbied along with Chrysler for huge government bailout payments.
They sold stock to generate revenue.
They sold more cars and trucks.

Accepted Answer

The answer of Recently General Motors was on the brink...

Question 10

One of the many benefits to multibranding is that it ________.
uses different features to appeal to different customers
focus market penetration
increase per unit profitability
simplifies promotion
forces consumers to choose one of your many brands

Accepted Answer

The answer of One of the many benefits to multibranding...

Question 11

At Jeep you can now buy 7 different models; the Commander, Grand Cherokee, Compass, Patriot, Liberty, Wrangler, and Wrangler Unlimited.A risk of this over extension is that a brand ________.
loses market share
increases variable costs per unit
complicates consumer touchpoints
dominates an industry
loses its specific meaning

Accepted Answer

The answer of At Jeep you can now buy 7...

Question 12

Procter & Gamble recently used the Mr.Clean character on its new line of auto cleaning kits.P&G did this to increase recognition and speed consumer acceptance.This success story is a good example of ________.
promotion
customer service
research and development
brand extension
sales savvy

Accepted Answer

The answer of Procter & Gamble recently used the Mr.Clean...

Question 13

Brands must be maintained by advertising, promotions and ________.
the overall brand experience
managers
sales staff
executive
intermediaries

Accepted Answer

The answer of Brands must be maintained by advertising, promotions...

Question 14

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster.This is a good example of ________.
branding
trademarking
advertising
product mixing
co-branding

Accepted Answer

The answer of Costco recently teamed up with mattress maker...

Question 15

In recent years name and character licensing has ________.
declined slightly
declined quickly
increased quickly
increased slightly
stayed about the same

Accepted Answer

The answer of In recent years name and character licensing...

Question 16

One risk of having too many line extensions is that ________.
sales might come at the expense of other items in the line.
the competition can use your good ideas
customers buy more than they really need
intermediaries increase the throughput costs
Internet sales may decrease

Accepted Answer

The answer of One risk of having too many line...

Question 17

Recently Campbell's soup has developed a wide range of ethnic and religiously focussed soup varieties.This type of modification is known as ________.
product mixing
line extensions
brand extensions
promotional dilemmas
customer stratification

Accepted Answer

The answer of Recently Campbell's soup has developed a wide...

Question 18

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks.These are examples of ________.
branding
trademarking
copying
knock offs
licensing

Accepted Answer

The answer of A modest manufacturing company in Regina has...

Question 19

When the renowned homemaker diva Martha Stewart was convicted and jailed for illegal financial dealings it created __________ for Kmart and the Everyday Housewares brand.
no effect
some effect
negative effect
positive effect
investment opportunities

Accepted Answer

The answer of When the renowned homemaker diva Martha Stewart...

Question 20

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning ________ in favour of ________.
private brands, national brands
national brands, no names
private brands, exclusive names
national brands, private brands
no names, national brands

Accepted Answer

The answer of Due to worsening economic times customers are...

Quiz 9: Brand Strategy and Management

Co-branding has many limitations.Which of the following is definitely one of them? customer complaints complex legal contracts competition envy partner distraction ease of use limitations

According to your text, perhaps the most important task of the brand manager is the management of ________. money people touchpoints communications about the brand story seeding

A number of top selling retail toys are products that are based on television shows and movies.These are examples of ________. licensing product extensions word of mouth sales exploitations top down production

BMW was the first company to create branded entertainment in the form of a series of short films.In each film the star was ________. a male a female from Hollywood a BMW car a car owner

Many national brands have seen their market share drop in the recent recession.National brands need to improve their ________ in tough economic times. value proposition features sales tactics price promotion

A company might introduce a new brand, especially of they believe ________. their sales force recommendations their old brand is waning in popularity their products are strong the competition is increasing in the power of numbers

When a company uses film makers, artists or musicians to help sell their brands it is called ________. a sell out cool effective costly branded entertainment

According to the text, consumer preference isn't based on taste alone.Consumers attach to brands and develop that go beyond a product's physical attributes. value, choices meaning, relationships benefits, alliances labels, lists names, icons

One of the many benefits to multibranding is that it ________. uses different features to appeal to different customers focus market penetration increase per unit profitability simplifies promotion forces consumers to choose one of your many brands

Procter & Gamble recently used the Mr.Clean character on its new line of auto cleaning kits.P&G did this to increase recognition and speed consumer acceptance.This success story is a good example of ________. promotion customer service research and development brand extension sales savvy

Brands must be maintained by advertising, promotions and ________. the overall brand experience managers sales staff executive intermediaries

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster.This is a good example of ________. branding trademarking advertising product mixing co-branding

In recent years name and character licensing has ________. declined slightly declined quickly increased quickly increased slightly stayed about the same

One risk of having too many line extensions is that ________. sales might come at the expense of other items in the line. the competition can use your good ideas customers buy more than they really need intermediaries increase the throughput costs Internet sales may decrease

Recently Campbell's soup has developed a wide range of ethnic and religiously focussed soup varieties.This type of modification is known as ________. product mixing line extensions brand extensions promotional dilemmas customer stratification

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks.These are examples of ________. branding trademarking copying knock offs licensing

When the renowned homemaker diva Martha Stewart was convicted and jailed for illegal financial dealings it created __________ for Kmart and the Everyday Housewares brand. no effect some effect negative effect positive effect investment opportunities

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning in favour of . private brands, national brands national brands, no names private brands, exclusive names national brands, private brands no names, national brands