Question 1

The image of a red bull's-eye represents a brand ________ for Target stores.

Accepted Answer

The answer of The image of a red bull's-eye represents...

Question 2

A brand ________ signifies what the brand presently stands for in the minds of others.

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The answer of A brand ________ signifies what the brand...

Question 3

Asking consumers what comes to mind when they think about a brand is the principle behind ________ ________.

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The answer of Asking consumers what comes to mind when...

Question 4

Brand ________ is a strategy to recapture lost sources of brand equity, and identify and establish new sources of brand equity.

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The answer of Brand ________ is a strategy to recapture...

Question 5

The four dimensions of the BrandAsset Valuator are differentiation, relevance, esteem, and ________.

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The answer of The four dimensions of the BrandAsset Valuator...

Question 6

When Edy's ice cream launched new flavors containing Nestle Toll House cookie dough and Drumstick sundae cones, the companies were engaged in ________.

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The answer of When Edy's ice cream launched new flavors...

Question 7

One of the components of building a successful brand is the delivery of a quality product that ultimately delivers ________ to consumers.

Accepted Answer

The answer of One of the components of building a...

Question 8

Dominique has been eating Philadelphia cream cheese since she was a little girl. Now when she buys cream cheese for her family, she always buys Philadelphia cream cheese and wouldn't think of using anything else. When it comes to using cream cheese, Dominique is displaying brand ________.

Accepted Answer

The answer of Dominique has been eating Philadelphia cream cheese...

Question 9

If a car company is marketed under the same name across multiple countries, what type of branding is the company using?
A)image branding
B)domestic branding
C)global branding
D)family branding
E)equity branding

Accepted Answer

The answer of If a car company is marketed under...

Question 10

Brand ________ often begins with an investment in rebuilding trust with consumers in order to recapture lost sources of brand equity.

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The answer of Brand ________ often begins with an investment...

Question 11

The fact that consumers consider a piece of jewelry produced by Tiffany & Co. to be of the highest quality, even before they have seen it, correlates to the ________ dimension of the BrandAsset Valuator.

Accepted Answer

The answer of The fact that consumers consider a piece...

Question 12

Since the real power of a brand exists in the minds of consumers, marketers must always capture and analyze customer feedback ________.

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The answer of Since the real power of a brand...

Question 13

When building a brand image, it is important that both the brand image and brand messaging be _________ so as not to confuse customers.

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The answer of When building a brand image, it is...

Question 14

When the makers of Mr. Clean liquid surface cleaner created the magic eraser cleaning pad, it was attempting to broaden its current brand with a new product. This strategy is called brand ________.

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The answer of When the makers of Mr. Clean liquid...

Question 15

Noreen just got hired to be in charge of all social media presence for a nationwide craft store. Her two ultimate goals for the store's social media presence (according to your text)should be building deeper customer relationships and
A)generating positive word-of-mouth-communication.
B)posting humorous and entertaining content.
C)increasing the number of "likes" and retweets.
D)responding to complaining customers.
E)increase the number of followers.

Accepted Answer

The answer of Noreen just got hired to be in...

Question 16

The total amount a customer will spend from acquisition through the end of a relationship with a brand is called ________ ________ ________.

Accepted Answer

The answer of The total amount a customer will spend...

Question 17

________ occurs when new products take sales away from the firm's existing products rather than generating additional revenues or profits through new sales.

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The answer of ________ occurs when new products take sales...

Question 18

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 ________.

Accepted Answer

The answer of A strategy in which two or more...

Question 19

Brand ________ is the value the firm derives from consumers' positive perception of its products.

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The answer of Brand ________ is the value the firm...

Question 20

Research on brand ________ 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.

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The answer of Research on brand ________ helps marketers understand...

Quiz 14: Branding