Question 1

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry?

Accepted Answer

Brand extension involves using an established brand name to launch a new product in a different category. Introducing BerryBliss, a dried berry snack mix, is a brand extension as it uses the BerryBerry brand in a new product category (snacks).

Question 2

Discuss the concept of brand positioning.

Accepted Answer

The answer of Discuss the concept of brand positioning....

Question 3

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

Accepted Answer

Co-branding involves partnering with another brand to create a product that features both brand names. BerryBerry teaming up with SFX to create energy bars is an example of co-branding.

Question 4

Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavours to its traditional product. In this case, the company has developed its brand with .

Accepted Answer

The company is adding new flavors to its existing soy milk product, which is an example of line extensions.

Question 5

While brand management has been a key competency, has always been a cornerstone of Nike's success.

Accepted Answer

Nike's success is significantly attributed to its product innovation, which has consistently set it apart in the sports industry.

Question 6

A brand extension gives a new product instant recognition and faster acceptance.

Accepted Answer

A brand extension benefits from the existing brand reputation, customer loyalty, and brand equity, which can make it easier and faster to gain acceptance in the market.

Question 7

Seattle's Best Coffee was purchased by industry leader Starbucks in 2003. Both brands continue in the market with Seattle's Best and Starbucks locations often in close proximity. The brands are perceived differently. This is an example of .

Accepted Answer

This is an example of multibrands, where a company offers multiple brands in the same product category to capture a larger market share and cater to different consumer preferences.

Question 8

A brand can be better positioned by associating its name with a desirable benefit.

Accepted Answer

Associating a brand with a desirable benefit can enhance its appeal and differentiate it from competitors, improving its market position.

Question 9

Once known as "generic" or "no-name" brands, today's store brands have shed their image as cheap knockoffs of national brands.

Accepted Answer

Store brands have evolved over time, improving quality and gaining consumer trust, often offering comparable or superior products to national brands at competitive prices.

Question 10

Loblaws has enjoyed great success with the many PC (President's Choice) products. Such items are considered _ brands.

Accepted Answer

PC (President's Choice) products are considered private brands because they are owned and sold by Loblaws, a specific retailer, rather than being available through multiple retailers like national or manufacturer's brands.

Question 11

Which of the following is a desirable quality for a brand name?

Accepted Answer

A desirable brand name should translate easily into foreign languages to ensure it can be effectively marketed and recognized in different regions and cultures.

Question 12

Which of the following is an example of licensing?

Accepted Answer

Licensing involves paying a fee to use another company's brand, trademark, or intellectual property. In option B, Berry pays a fee to use a well-known cartoon character to promote its products, which is an example of licensing.

Question 13

For over twenty years Eddie Bauer (the popular outdoor adventure clothing brand) lent its brand clout to several Ford vehicles including the F-Series Eddie Bauer Edition. These upscaled versions represent an example of _.

Accepted Answer

Co-branding is when two brands collaborate to create a product that features both brand names, as seen with Eddie Bauer and Ford vehicles.

Question 14

involves using an existing brand name for a new product category.

Accepted Answer

Brand extension involves using an existing brand name to launch a product in a new category.

Question 15

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as brands.

Accepted Answer

Xenon markets its products under its own brand name, which means it is promoting them as national brands. National brands are those that are owned and promoted by the manufacturer.

Question 16

Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on .

Accepted Answer

Flores Fashions is focusing on the durability and quality of the fabrics, which are specific characteristics or features of the product, thus positioning its brand based on product attributes.

Question 17

What is brand equity? Give an example of a product that has high brand equity and explain why this is so.

Accepted Answer

The answer of What is brand equity? Give an example...

Question 18

Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand .

Accepted Answer

Brand equity refers to the value and power a brand holds in the marketplace, which is built through consumer perception, recognition, and loyalty. Iconic brands like Apple, Google, and Harley-Davidson have achieved substantial brand equity.

Question 19

Differentiate between line extensions and brand extensions. Provide an example of each.

Accepted Answer

The answer of Differentiate between line extensions and brand extensions....

Quiz 7: Products, Services, and Brands: Building Customer Value