Question 1

Identify the elements of a brand position.

Accepted Answer

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Question 2

Benefits of brand extensions include the following except
A)meeting competitors' offers
B)expanding customer base
C)preventing market share erosion
D)energizing a brand

Accepted Answer

Meeting competitors' offers is not a benefit of brand extensions, as it does not necessarily lead to long-term growth or brand loyalty. The other options are all potential benefits of successful brand extensions.

Question 3

Advantages of brand licensing for the licensor include the following except
A)creating a revenue stream
B)forming brand advertising
C)growing a product line
D)protecting a sports property's assets

Accepted Answer

Growing a product line is typically a benefit for the licensee, who can expand their product offerings by associating with an established brand. The licensor benefits mainly from revenue streams, advertising, and asset protection.

Question 4

What motivations exist for sports marketers to utilize relationship marketing?

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Question 5

Describe the various roles or purposes of a brand and how each impacts sports marketing.

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Question 6

Approaches to brand positioning with respect to sports include the following except
A)product attribute
B)user imagery
C)competition
D)value

Accepted Answer

Competition is not a direct approach to brand positioning in the context of sports or otherwise. Brand positioning strategies typically focus on aspects like product attributes, the imagery or lifestyle associated with the user, and the value proposition of the product or service, rather than directly on competition.

Question 7

A key concept that aligns a brand with marketing decisions is
A)its mission
B)its structure
C)the level of brand equity
D)the level of brand loyalty

Accepted Answer

The brand mission is the guiding principle behind a brand's existence and influences its marketing decisions. It outlines the brand's purpose and goals, which impact decisions related to product development, pricing strategies, promotional activities, and communication channels. A clear brand mission helps ensure that all marketing decisions align with the brand's values and objectives, creating a consistent and cohesive brand identity. Choices B, C, and D are also important factors in branding and marketing, but they are not specifically related to aligning a brand with marketing decisions.

Question 8

Advantages of brand licensing for the licensee include the following except
A)providing legitimacy
B)capitalizing on the affinity fans have for sports
C)growing a product line
D)protecting a sports property's assets

Accepted Answer

Protecting a sports property's assets is actually an advantage for the licensor, not the licensee. The other options are advantages for the licensee, such as providing legitimacy, capitalizing on fan affinity, and growing a product line.

Question 9

Kelly is the marketing director for a minor league baseball team.She plans to promote the team as the "local team" and focus on civic pride.This approach to brand positioning is most likely based on
A)product attribute
B)quality
C)user imagery
D)value

Accepted Answer

By positioning the team as the "local team" and focusing on civic pride, Kelly is tapping into the user imagery aspect of brand positioning, which relates to how consumers see themselves using or experiencing the product. In this case, she is trying to create a strong emotional connection between the community and the team, in order to increase loyalty and support. This approach may also appeal to consumers who prioritize supporting local businesses and organizations.

Question 10

Steve is the marketing director for a soccer team.He plans to position games as offering "fast action." This approach to brand positioning is most likely based on
A)product attribute
B)quality
C)user imagery
D)value

Accepted Answer

Positioning games as offering "fast action" highlights a specific attribute of the product, which is the gameplay. This approach focuses on the unique features of the product and how it differs from competitors, rather than the quality, user imagery, or value.

Question 11

Discuss the characteristics of good brand names and give an illustration of each.

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Question 12

Of the major sports,revenues for licensed products is highest for ________ at $2.82 billion annually.
A)National Hockey League
B)Major League Baseball
C)NASCAR
D)National Football League

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Question 13

Explain the different brand positioning strategies that can be used by a sports brand.Give an example of each.

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Question 14

Nathan is the marketing director for a hockey team.He plans to promote the games and arena as a place to have fun and excitement and also the best entertainment bargain in town.This approach to brand positioning is based on
A)product attribute
B)quality
C)user imagery
D)value

Accepted Answer

The approach to brand positioning that Nathan is using is based on value, as he is promoting the games and arena as the best entertainment bargain in town. This highlights the value of the experience that fans will have when attending the games.

Question 15

When a brand possesses a product feature that provides superiority over competitors,the brand positioning strategy is most likely based on
A)product attribute
B)quality
C)user imagery
D)value

Accepted Answer

If a brand's superiority over competitors is based on a specific product feature, then the brand positioning strategy is most likely based on product attributes. This is because the brand is emphasizing what the product does or offers that sets it apart from other products in the market.

Question 16

Crystal is the marketing director for a football team.She plans to promote the team as having just won the Super Bowl and having the NFL's most valuable player.This approach to brand positioning is most likely based on
A)product attribute
B)quality
C)user imagery
D)value

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Question 17

What is the difference between brand building and brand leveraging?

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Question 18

Discuss the unique situations faced by sports in terms of brand makeover and relocation.

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Question 19

The brand positioning strategy that uses emotional and social connections to set a brand apart is
A)product attribute
B)quality
C)user imagery
D)value

Accepted Answer

User imagery uses emotions and social connections to position the brand in the minds of the consumers. This strategy involves associating the brand with a specific lifestyle, personality, or social status that resonates with the target audience. This creates an emotional bond between the brand and its consumers, which sets it apart from the competition. Product attribute, quality, and value positioning strategies are based on functional benefits and do not create such emotional connections.

Question 20

Criteria for selecting CSR programs include the following except
A)issues that matter to the brand's target market
B)brand positioning strategy decisions
C)methodologies used to connect the brand to an issue
D)activation programs

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Quiz 5: Building a Relevant Brand

Identify the elements of a brand position.

Benefits of brand extensions include the following except

Advantages of brand licensing for the licensor include the following except

What motivations exist for sports marketers to utilize relationship marketing?

Describe the various roles or purposes of a brand and how each impacts sports marketing.

Approaches to brand positioning with respect to sports include the following except

A key concept that aligns a brand with marketing decisions is

Advantages of brand licensing for the licensee include the following except

Kelly is the marketing director for a minor league baseball team.She plans to promote the team as the "local team" and focus on civic pride.This approach to brand positioning is most likely based on

Steve is the marketing director for a soccer team.He plans to position games as offering "fast action." This approach to brand positioning is most likely based on

Discuss the characteristics of good brand names and give an illustration of each.

Of the major sports,revenues for licensed products is highest for ________ at $2.82 billion annually.

Explain the different brand positioning strategies that can be used by a sports brand.Give an example of each.

Nathan is the marketing director for a hockey team.He plans to promote the games and arena as a place to have fun and excitement and also the best entertainment bargain in town.This approach to brand positioning is based on

When a brand possesses a product feature that provides superiority over competitors,the brand positioning strategy is most likely based on

Crystal is the marketing director for a football team.She plans to promote the team as having just won the Super Bowl and having the NFL's most valuable player.This approach to brand positioning is most likely based on

What is the difference between brand building and brand leveraging?

Discuss the unique situations faced by sports in terms of brand makeover and relocation.

The brand positioning strategy that uses emotional and social connections to set a brand apart is

Criteria for selecting CSR programs include the following except