Question 1

An example of _____ is the sticker on a Dell computer that says "Intel Inside."

Accepted Answer

The example of the sticker on a Dell computer that says "Intel Inside" is an example of ingredient branding, which refers to a strategy in which one company's brand/material is prominently featured as a component of another company's product.

Question 2

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children.The cereals are named after their movies,such as Finding Nemo and The Incredibles.What is this alliance known as?

Accepted Answer

This alliance is known as co-branding, which involves two or more brands collaborating on a product or service to create a combined brand identity. In this case, Kellogg's, Disney, and Pixar have partnered to create a line of cereals that leverage the brand recognition and appeal of popular movies like Finding Nemo and The Incredibles.

Question 3

Charles wants to learn how good (or bad) new brands are and what benefits they are (in)capable of delivering by trying and using them.Which approach to enhancing brand equity is this known as?

Accepted Answer

The "speak-for-itself" approach involves consumers learning about a brand's qualities and benefits through direct experience, such as trying and using the brand.

Question 4

When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability,_____ has occurred.

Accepted Answer

Co-branding is a strategic marketing partnership between two or more brands with the goal of creating a unique product or service that leverages the equity of each brand. Co-branding helps brands reach new customers, increase brand recognition, and drive revenue growth.

Question 5

Joey makes a type of peanut butter,JPB, that has become popular in Cincinnati.Jenni sells homemade ice cream treats and she has created a new treat using JPB.To increase profitability for both Joey and Jenni,the packaging for the JPB ice cream treats should display both companies' names and logos.This is known as

Accepted Answer

Co-branding involves two or more brands collaborating to create a new product or service, which in this case is the JPB ice cream treats. Displaying both Joey's and Jenni's names and logos on the packaging will help to increase brand awareness, recognition and profitability for both companies. Duo branding, brand profiteering, brand sharing, and brand transferring are not appropriate terms to describe this situation.

Question 6

Lee Michaels is a national chain jewelry store found in many malls across the U.S.Laurie went in to look at the watches,but she was unfamiliar with some of the brands.The salesperson told her that they were all Swiss-made,meaning they were made in Switzerland,which is known worldwide for the quality of the timepieces produced there.From which source are these brands leveraging their brand meaning?

Accepted Answer

The Swiss-made watches are leveraging their brand meaning from the place of manufacture, Switzerland, known for producing high-quality timepieces.

Question 7

Marketing communicators _____ associations for their brands by connecting them with other objects that already possess well-known meaning.

Accepted Answer

Leverage means to take advantage of or utilize something to its fullest potential. In this case, marketing communicators are using other objects that already have well-known meaning to enhance the association of their brand.

Question 8

Luxury items,such as Rolex watches,generally score high on which brand-related personality dimension?

Accepted Answer

Luxury items such as Rolex watches generally score high on the brand-related personality dimension of sophistication, which highlights the perception of being upscale, refined, and elegant.

Question 9

Which of the following is a source by which brand meaning can be leveraged?

Accepted Answer

Brand meaning can be leveraged through multiple sources, including other brands, places, things, and people. Therefore, all of these options are correct.

Question 10

Brand associations can be shaped and equity enhanced through marketing communications that associate the brand with people,places,and "things" that are available to consumers.This approach is known as the _____.

Accepted Answer

The approach described in the question is the leveraging approach, which involves associating the brand with various people, places, and things in order to shape brand associations and enhance brand equity.

Question 11

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative,attention getting,and believable messages?

Accepted Answer

The message-driven approach focuses on creating attention-grabbing and persuasive messages to build advantageous brand associations. It aims to create a strong emotional connection between the brand and the target audience through creative and believable messaging.

Question 12

Which of the following is NOT a trait shared by the world's strongest brands?

Accepted Answer

The world's strongest brands do not necessarily rely on mass media advertising to satisfy their brand's positioning strategy. They may use a variety of channels and methods to communicate their value and position in the market.

Question 13

The effect of marcom,or of its specific elements such as advertising,can be measured in terms of whether it _____ from the marcom investment.

Accepted Answer

The answer of The effect of marcom,or of its specific...

Question 14

Creating and increasing brand loyalty results in a corresponding increase in the value of the _____.

Accepted Answer

Brand loyalty leads to increased trust and preference for a brand, which results in increased perceived value, brand awareness, and positive associations, ultimately leading to greater brand equity. This can translate into higher market share and financial performance for the firm.

Question 15

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr.Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships?

Accepted Answer

The answer of Which personality dimension has General Motors attempted...

Question 16

The most important requirement for co-branding is that _____.

Accepted Answer

The most important requirement for co-branding is that there is a common fit between the two brands. This means that both brands should have some similarities or complementary qualities. For example, Nike and Apple have a common fit because they both represent a certain lifestyle and focus on fitness and technology. However, if Nike were to co-brand with a candy company, there would not be a common fit, as the two brands have nothing in common. Therefore, having a common fit is crucial for successful co-branding.

Question 17

The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?

Accepted Answer

The EquiTrend survey asks respondents to rate brands based on familiarity and quality, providing insights into consumer perceptions and brand strength in these two key dimensions.

Question 18

What is necessary to create favorable,strong,and unique associations about a brand?

Accepted Answer

Sustained marketing communications are necessary to create favorable, strong, and unique associations about a brand. This involves consistent messaging across various marketing channels over an extended period of time to build brand awareness, loyalty, and preference. Heavy mass media advertising, co-branding, and ingredient-branding can all be helpful tactics, but they are not the key factor in creating strong and unique brand associations. Brand preference is also important, but it is more of an outcome of successful branding efforts rather than a strategy in and of itself.

Question 19

Associations about locations and structures such as Ellis Island and the Lincoln Memorial are passed on through _____.

Accepted Answer

Associations about locations and structures are often passed on through socialization, which is the process of learning and internalizing the values, norms, beliefs, and customs of a particular society or culture. People often learn about famous landmarks and their historical significance through family, friends, schools, and other social institutions. Marcom and brand awareness might play a role in promoting these locations, but they are not the primary means of passing on these associations. The media might report on events or controversies related to these locations, but they do not necessarily provide in-depth knowledge about their history or cultural significance. Active synthesis might refer to the process of integrating new information with existing knowledge or experience, but it is not specific to the transmission of associations about locations and structures.

Question 20

Which of the following is a symbolic need that can be addressed by a marcom appeal?

Accepted Answer

Self-enhancement is a symbolic need that can be addressed through various marcom appeals such as highlighting the product's prestige, exclusivity, or superior quality to make the consumer feel confident and successful.

Quiz 2: Enhancing Brand Equity and Accountability