Question 1

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children that 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 is a marketing strategy that involves two or more brands coming together to create a new product or service that leverages the strengths of each brand. In this case, Kellogg's is leveraging the popularity of Disney and Pixar movies to create new cereal products that appeal to children.

Question 2

When a marketing communicator connects a consumer good with a representation of the culturally constituted world,s/he is engaging in _____.

Accepted Answer

When a marketing communicator connects a consumer good with a representation of the culturally constituted world, s/he is engaging in meaning transfer. This involves creating associations between the product and broader cultural meanings, such as a product being associated with a certain lifestyle or social status. This can be achieved through various marketing techniques, including advertising, product placement, and sponsorships.

Question 3

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

Accepted Answer

The sticker on a Dell computer that says "Intel Inside" is an example of ingredient branding, where the brand of one component is used as a feature or selling point for the end product.

Question 4

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 statement is known as the leveraging approach, where brand associations are shaped and equity enhanced through marketing communications that associate the brand with people, places, and things that are available to consumers.

Question 5

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

Accepted Answer

Luxury items such as Rolex watches are often associated with sophistication, which is a brand-related personality dimension that reflects elegance, refinement, and high social status.

Question 6

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

Accepted Answer

Sustained marketing communications are necessary to create a lasting impression on consumers, build brand awareness, and establish favorable associations. Heavy mass media advertising can be effective in creating initial awareness, but sustained communication through various channels is needed to strengthen these associations. Co-branding and ingredient branding can help associate the brand with other reputable brands or ingredients, but alone they may not be enough to create strong and unique associations. Brand preference is an outcome of favorable brand associations, not a necessary factor in creating them.

Question 7

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 brands are leveraging their brand meaning from the place they are made in, Switzerland, known for the quality of their timepieces.

Question 8

Consumers learn how good (or bad)a brand is and what benefits it is (in)capable to delivering by trying and using a brand.Which approach to enhancing brand equity is this known as?

Accepted Answer

The "speak-for-itself" approach to enhancing brand equity involves consumers learning about a brand's quality and benefits through direct experience and usage, rather than through external messaging or endorsements.

Question 9

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

Accepted Answer

The word "leverage" in this context means that marketing communicators use the established meaning of other objects to enhance the perception of their own brand. This allows them to create associations that are more quickly and easily understood by their intended audience. The other answer choices do not accurately reflect this strategy.

Question 10

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

Accepted Answer

The answer of Creating and increasing brand loyalty results in...

Question 11

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

Accepted Answer

All of these sources can be leveraged to create brand meaning. Other brands can be used to create associations and partnerships that strengthen the brand's image. Places can be used to create a sense of connection and identity with the brand's origin or values. Things, such as product design and packaging, can communicate the brand's personality and benefits. People, such as spokespeople and influencers, can embody the brand's values and connect with consumers on a personal level.

Question 12

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

Accepted Answer

The most important requirement for co-branding is that there is a logical fit between the two brands. This means that the brands should complement each other and have a shared vision, image, and target audience. Other factors like price, competition, and manufacturer are important but not as critical as having a strong brand alignment.

Question 13

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 creative and believable messages to build positive associations with the brand. It aims to communicate the brand's unique selling proposition and build a strong emotional connection with the audience. This approach is widely used by marcom practitioners to enhance brand equity.

Question 14

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

Accepted Answer

The other traits mentioned (delivering desired benefits, staying relevant, pricing based on value perception, sensible brand portfolio and hierarchy) are all shared by strong brands, but reliance on mass media advertising is not necessarily a universal trait of strong brands. Strong brands may use a variety of marketing communication channels to reach their target markets.

Question 15

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 occurs when two or more brands join together to create a new product, offering or marketing strategy. The goal is to enhance each brand's equity and profitability through the partnership. Cross-branding simply refers to the practice of promoting two or more brands together, while multi-branding refers to a company that offers multiple brands in the same category. Family-branding refers to the use of a single brand name across multiple product/service categories, while house-branding refers to a company using its own brand name to create and sell products.

Question 16

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 17

Which of the following is NOT an approach by which brand equity is enhanced?

Accepted Answer

The answer of Which of the following is NOT an...

Question 18

People learn cultural values,form beliefs,and become familiar with the physical manifestations,or artifacts,of these values and beliefs through _____.

Accepted Answer

Socialization is the process through which individuals learn cultural values, form beliefs, and become familiar with the physical manifestations or artifacts of these values and beliefs. It involves the acquisition and internalization of cultural norms, practices, and attitudes through social interaction with family, peers, and other members of society. Marcom, media exposure, brand awareness, and active synthesis may contribute to socialization but are not the primary means through which individuals learn cultural values and beliefs.

Question 19

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 20

Which marcom tool is an especially important instrument of meaning transfer?

Accepted Answer

Advertising is an especially important instrument of meaning transfer as it can reach a large audience and convey a consistent message about the product or service. Unlike personal selling, which is limited to a one-on-one conversation, advertising can reach millions of people at once. It also allows for creative storytelling and visual elements that can make a stronger impact on the audience.

Quiz 2: Enhancing Brand Equity and Accountability