Question 1

Brand names are not only important brand element. Often, ________, the more important it is that brand elements capture the brand's intangible characteristics.

Accepted Answer

When the brand benefits are less concrete, such as intangible characteristics, it becomes more important for brand elements to capture them accurately. So, option E is correct.

Question 2

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible a challenge, given that no two customers are identical.

Accepted Answer

The best choice is Personalizing marketing, as it specifically addresses the challenge of making marketing as relevant as possible to a wide range of customers who are not identical. Rationalizing brands and brand imagery do not necessarily address this challenge. Emotionalizing brands may be a factor in personalizing marketing, but it is not the crux of the issue. Segmentation is related, but personalizing marketing is a more direct and specific response to the challenge.

Question 3

The appliance manufacturer, Haier, is doing its part to subvert China's old reputation for producing low-cost but shoddy products. Haier's eco-friendly line of technology-rich appliances is helping them to develop brand

Accepted Answer

Haier's eco-friendly and technology-rich appliances are helping the company to develop a positive brand image, which is subverting China's reputation for producing low-cost but shoddy products.

Question 4

________ consists of activities and processes that help inform and inspire employees about brands.

Accepted Answer

Internal branding consists of activities and processes that help inform and inspire employees about brands. It focuses on aligning the internal culture and values of the organization with its external branding efforts.

Question 5

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta, Olive Garden is using ________ to accomplish this task.

Accepted Answer

Olive Garden is using internal branding to instill the brand values and culture within their employees. This involves training and educating employees about the brand's vision, mission, and values to ensure they deliver a consistent experience to customers.

Question 6

According to Seth Godin, marketers can no longer use ________. Instead, marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

Accepted Answer

Seth Godin argues that interruption marketing, which relies on interrupting customers with ads and promotions, is no longer effective in gaining and retaining customers. Instead, he advocates for permission marketing, which involves building a relationship with customers and gaining their permission to market to them.

Question 7

The famous "RONA-the Canadian how-to people" is a good example of what is called a brand

Accepted Answer

"RONA-the Canadian how-to people" is an example of a brand slogan, which is a catchy phrase or series of words used to help identify and promote a brand.

Question 8

The challenge for marketers in building a strong brand is ________.

Accepted Answer

Building a strong brand requires creating a desired brand knowledge in the minds of customers. This involves ensuring that customers have the right type of experiences with goods and services, as well as marketing programs. Other choices are either incorrect or do not contribute to building a strong brand.

Question 9

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service.

Accepted Answer

A brand contact is any touchpoint or interaction that a customer or prospect has with a brand, product category, or market related to a marketer's product or service. These interactions can include advertising, sales promotions, website visits, social media interactions, customer service interactions, and more. By understanding and managing brand contacts, marketers can shape the customer's overall experience and perception of the brand.

Question 10

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Accepted Answer

A transferable brand element is one that can be applied to different products or categories, allowing for the brand to expand and grow in new markets or verticals. This makes the brand more adaptable to changes in market conditions and consumer behavior. Options B, C, D, and E are also desirable brand element characteristics, but only A specifically pertains to the ability of the brand element to introduce new products in different categories.

Question 11

Brand equity can be built by linking the brand to other information in memory that conveys meaning to customers.

Accepted Answer

Secondary associations are the links between a brand and other information in memory that can build brand equity. These can include things such as brand sponsorships, celebrity endorsements, or other brands that the customer associates with the brand. By creating these connections, the brand can become more meaningful and memorable to the customer, leading to increased brand equity over time.

Question 12

The traditional "marketing-mix" concept and the notion of the "4 Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Accepted Answer

The concept being described in the question is marketing integration, which refers to the process of combining different marketing elements to work together in achieving a common goal. This includes not only the traditional 4 Ps (product, price, place, promotion) but also other elements such as people, process, and physical evidence. Therefore, the most fitting choice is E, integrating marketing.

Question 13

"_______ marketing" may be a more appropriate concept than permission marketing, because marketers and consumers need to work together to find out how the firm can best satisfy consumers.

Accepted Answer

Participatory marketing emphasizes the collaboration between marketers and consumers to co-create value and find the best ways to satisfy consumer needs. It involves engaging consumers in active dialogue and empowering them to shape the marketing message and product offerings. This approach goes beyond permission marketing, which focuses on obtaining consent to send promotional messages, and instead aims to foster a two-way relationship between the brand and its customers.

Question 14

For a brand to succeed, marketers must "walk the walk" and ensure that employees and marketing partners do the same. Marketers often must use ________ to motivate those groups to support the brand.

Accepted Answer

The most appropriate answer is internal branding, as it involves shaping employee behavior and aligning it with the brand's promise to customers. It includes training, communication, and creating a sense of purpose and pride among employees, all of which can be used to motivate employees and partners to support the brand. External branding (A), retro-branding (B), dual branding (D), and global branding (E) do not directly address the issue of motivating employees and partners to support the brand.

Question 15

_________ is about mixing and matching these marketing activities to maximize their individual and collective effects.

Accepted Answer

Integrated marketing is the process of combining and coordinating different marketing activities such as advertising, sales promotion, public relations, direct marketing, social media, and personal selling to create an effective and efficient marketing campaign that delivers a consistent message to the target audience.

Question 16

There are three main sets of brand-equity drivers. To which set does the positioning strategy for Juicy Couture belong?

Accepted Answer

The positioning strategy for Juicy Couture belongs to the product and service and all accompanying marketing activities set of brand-equity drivers because it involves creating a distinct image of the brand in the minds of its target customers through its product design, quality, packaging, pricing, distribution, and promotional activities. It aims to build a strong brand perception and association among customers and establish a differentiated position in the marketplace.

Question 17

With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

Accepted Answer

A slogan is a concise and memorable phrase that summarizes a brand's positioning, personality or value proposition. Slogans are easy to remember and communicate the essence of the brand to consumers. They serve as a "hook" or "handle" that consumers can easily grasp and hold on to, which helps build brand equity. Slogans like "Just Do It" for Nike, "I'm Lovin' It" for McDonald's, and "Think Different" for Apple are iconic examples of how a slogan can become an integral part of a brand's identity.

Question 18

A brand may be linked to certain source factors. It can be linked to countries or other geographical regions through

Accepted Answer

Identification of production origin can link a brand to a specific country or region. This can communicate certain qualities or characteristics associated with that location, which can be used in marketing the brand.

Question 19

Considering holistic marketing activities, the rapid expansion of ________ has created opportunities to personalize marketing.

Accepted Answer

The Internet has allowed for personalized marketing through various means such as targeted ads and personalized emails based on consumer behavior and preferences. This aligns with the holistic approach to marketing, which takes into account all aspects of the customer and their experience with the brand.

Question 20

Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public. Shell promotions, employees, and distributors send a common and consistent message about delivering on Shell promises to Mr. Thomas. A good term that describes what occurs when customers experience the company as delivering on its brand promise is

Accepted Answer

Brand bonding refers to the process of creating a strong emotional connection between the customer and the brand. In this case, customers like Mark Thomas have experienced Shell delivering on its promise, which creates a sense of trust and loyalty towards the brand. This emotional connection is what brand bonding aims to achieve, and it is the best term that describes Mark Thomas's experience with Shell.

Quiz 9: Creating Brand Equity