Question 1

Brands owned and managed by a manufacturer are called:

Accepted Answer

National brands are those owned and managed by manufacturers who create, market, and sell their products under their own brand name, distinguishing them from store brands or generic brands.

Question 2

Plognas Inc.and Naslog Inc.are manufacturers of diapers.Gita, a likely consumer, relates to Plognas as an adult diaper brand, whereas she relates to Naslog as a kids diaper brand.These associations made by Gita with the manufacturers indicate:

Accepted Answer

The associations made by Gita with Plognas and Naslog indicate brand personality, as she perceives and relates to each brand with specific characteristics or qualities (adult diapers vs. kids diapers), which is a reflection of how the brands present themselves or are perceived in the market.

Question 3

Benkerano Inc.is a retailer that owns and manages a brand called Saturn's Choice.This brand includes grocery products, financial services, and even cellphone services.Benkerano's Saturn's Choice is an example of a:

Accepted Answer

Saturn's Choice is a private-label brand, which means it is created and owned by Benkerano Inc. and not by a manufacturer or third party. Private-label brands are exclusive to the retailer and allow for greater control over the product, pricing, and marketing strategies.

Question 4

Which of the following holds true for brand-loyal customers?

Accepted Answer

Brand-loyal customers insulate a firm from competition with their high levels of loyalty. They tend to stick to a particular brand despite changes in product quality or price, making them a valuable asset for the company.

Question 5

A supermarket sells unbranded dairy products, salt, grains, and meat.These are examples of:

Accepted Answer

Unbranded products are typically referred to as generic brands, which are typically offered at lower prices than national brands. Private-label and home brands are specific to a particular supermarket or retailer, while public brands are owned and marketed by the government.

Question 6

Jim loves eating at the Chinese restaurant Canton Delight.Although three other Chinese restaurants in the neighbourhood are less expensive, Jim continues to visit Canton Delight.This is an example of:

Accepted Answer

Jim's continued patronage of Canton Delight despite the availability of cheaper alternatives suggests a strong attachment to the brand, which is known as brand loyalty.

Question 7

Which of the following brands are also known as manufacturer brands?

Accepted Answer

National brands also known as manufacturer brands are owned and marketed by manufacturers and are distributed nationally or internationally. They are well-known and generally have a higher price point and quality perception compared to other types of brands.

Question 8

Pearly and Waves are two teeth whitening brands.Though Pearly charges more than Waves, both use the same "magical" ingredient (peroxide)and produce the same result.Most consumers typically opt for Waves.Which of the following is most likely influencing their purchase decision?

Accepted Answer

The most likely factor influencing the purchase decision is perceived value. Consumers are likely choosing Waves over Pearly because it is priced lower while still providing the same results due to using the same active ingredient (peroxide). Therefore, consumers are perceiving Waves as a better value for their money.

Question 9

IBM and Kellogg are brands that are owned and managed by the manufacturers themselves.They are examples of:

Accepted Answer

National brands are brands that are owned and managed by the manufacturers themselves. IBM and Kellogg are both well-known examples of national brands. Generic brands are unbranded or basic products, while private-label brands are owned and managed by retailers, and home brands are brands that are exclusive to a particular store or chain. Public brands are not a recognized brand classification.

Question 10

Synthesis Corp.is perceived among its consumers as a firm that sells sturdy cellphones with a comparatively longer lifespan than that of the other manufacturers' cellphones.This is an example of:

Accepted Answer

The perception that Synthesis Corp. sells sturdy cellphones with a longer lifespan is an example of brand association, which is the link that consumers make between a brand and the attributes or benefits that it provides. Brand loyalty refers to the degree to which consumers consistently and repeatedly choose a particular brand, and cobranding refers to the practice of combining two or more brands together to create a new identity. Brand extension refers to when a company uses its existing brand name to launch a new product or line of products, and brand depth refers to the range of products and services that a brand offers within a particular category.

Question 11

A product sold without a brand name, typically in a commodities market, is called a:

Accepted Answer

A product sold without a brand name is referred to as a generic brand. These products are typically sold in commodities markets and do not have a specific brand identity or recognizable name. Store brands, national brands, and home brands are all examples of products that have a brand name attached to them, while a public brand is not a commonly recognized term in marketing.

Question 12

Brad loves playing video games.He was always a Sony customer, having used PlayStation 2 for a long time, and he bought a PlayStation 3 the day it was launched.He has loved Sony's video game products so much that he now buys only Sony products.This indicates:

Accepted Answer

Brad's behavior indicates brand loyalty as he has been a Sony customer for a long time and continues to purchase their products exclusively.

Question 13

Tengermart is a chain of discount stores.It owns and manages brands such as Streetsmart Wear and Blue Veils.These brands are examples of:

Accepted Answer

Private-label brands are those owned and managed by a retailer or a wholesaler. Tengermart, being a discount store chain, owns and manages its own brands, such as Streetsmart Wear and Blue Veils, making them private-label brands.

Question 14

A celebrity sportsperson endorses a particular product.A consumer equates the product with physical fitness and sports.This is an example of:

Accepted Answer

The scenario describes the association of the product with physical fitness and sports due to the endorsement of a celebrity sportsperson. This association is an example of brand association, which is the link between a brand and the mental representation of a product or service in the minds of consumers.

Question 15

Which of the following brands are developed and marketed by a retailer and available only from that retailer?

Accepted Answer

Store brands (also known as private label brands) are developed and marketed by a retailer and are exclusive to that retailer's stores. National brands are developed and marketed by manufacturers and are widely available in various retail stores. Generic brands are unbranded or minimally branded products that are sold at lower prices as compared to national or store brands. Home brands and public brands are not commonly used marketing terms in the retail industry.

Question 16

"no name" is a brand that belongs to Loblaw Companies Limited, Canada's largest food retailer."no name" is an example of:

Accepted Answer

"no name" is a private-label brand, which is owned and sold exclusively by Loblaw Companies Limited. Private-label brands are also known as store brands or house brands, and they are created and sold by retail companies rather than by manufacturers.

Question 17

A set of human characteristics associated with a brand that has symbolic or self-expressive meanings for consumers is known as:

Accepted Answer

Brand personality refers to a set of human characteristics that consumers associate with a brand that has symbolic or self-expressive meanings. This helps the consumers to better connect with the brand and form an emotional attachment to it. Brands with a strong and consistent personality are often able to create a loyal customer base.

Question 18

Which of the following holds true for the term "brand association"?

Accepted Answer

Brand association refers to the mental links that consumers make between a brand and its key product attributes, such as quality, reliability, and price. These associations can be positive, negative, or neutral and can influence consumer behavior and purchase decisions.

Question 19

Perfume makers usually use elaborate and expensive advertising campaigns to create strong brand imagery for their perfumes.Though the cost of producing perfumes is relatively low, consumers are ready to pay high prices because they believe that the perfume is worth having.This is an example of:

Accepted Answer

The scenario described involves consumers being willing to pay high prices for perfume because they perceive that it is worth having. This indicates that there is a high perceived value of the product, which is emphasized even more by the elaborate advertising campaigns used to create a strong brand image. Therefore, the correct answer is perceived value. None of the other options fully capture the essence of the scenario described.

Question 20

A grocery store sells unbranded barbeque sauces, spices, and seasonings.These are examples of:

Accepted Answer

These products are not associated with any particular brand name or company, they are simply sold under a generic label indicating their contents or function.

Quiz 9: Product, Branding, and Packaging Decisions