Question 1

Some analysts see ________ as the major enduring asset of a company,outlasting the company's specific products and facilities.

Accepted Answer

The answer of Some analysts see ________ as the major...

Question 2

________ occurs when two established brand names of different companies are used on the same product.

Accepted Answer

The answer of ________ occurs when two established brand names...

Question 3

In most ________ situations,one company licenses another company's well-known brand to use in combination with its own.

Accepted Answer

The answer of In most ________ situations,one company licenses another...

Question 4

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?
A)	Interactive marketing
B)	Internal marketing
C)	Product attributes
D)	Strong beliefs and values
E)	Added service

Accepted Answer

Product attributes represent the most basic level of brand positioning, focusing on the specific characteristics and features of the product itself.

Question 5

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.

Accepted Answer

The answer of The strongest brands go beyond attributes or...

Question 6

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates.A powerful brand is important,but what it really represents is a set of loyal consumers.

Accepted Answer

The answer of The fundamental asset underlying brand equity is...

Question 7

The total financial value of a brand is estimated through the process of brand ________.

Accepted Answer

The answer of The total financial value of a brand...

Question 8

Which of the following is a potential drawback of multibranding?
A)	Consumers may become confused about the image of the main brand.
B)	An overextended brand name might lose its specific meaning for consumers.
C)	Different product features can appeal to consumers with different buying motives.
D)	The company's resources may be spread over too many brands.
E)	The company can occupy more retail shelf space.

Accepted Answer

The answer of Which of the following is a potential...

Question 9

For a fee,some companies ________ names or symbols previously created by other manufacturers,names of well-known celebrities,and/or characters from popular movies and books,any of which can provide an instant and proven brand name.

Accepted Answer

The answer of For a fee,some companies ________ names or...

Question 10

In the competition between ________ and ________ brands,retailers have the advantages of controlling what products will be stocked,where products will be stocked,what prices will be charged,and which products will be featured in print promotions.

Accepted Answer

The answer of In the competition between ________ and ________...

Question 11

An increasing number of retailers and wholesalers have created their own ________,also called store brands.

Accepted Answer

The answer of An increasing number of retailers and wholesalers...

Question 12

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

Accepted Answer

The answer of A ________ involves the use of a...

Question 13

Which of the following is an advantage offered by co-branding?
A)	Manufacturers do not have to invest in creating their own brand names.
B)	Retailers have exclusive products that cannot be purchased from competitors.
C)	A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
D)	Advertising, sales, promotion, and marketing must be carefully coordinated.
E)	Brand equity is stabilized.

Accepted Answer

Co-branding allows a company to leverage the strengths of another brand to enter a product category that might be challenging to penetrate on its own. This partnership can provide instant credibility and access to new customer bases.

Question 14

15 less per can.Chicken of the Sea has brand ________.

Accepted Answer

The answer of 15 less per can.Chicken of the Sea...

Question 15

Costco's Kirkland products are an example of a(n)________.

Accepted Answer

The answer of Costco's Kirkland products are an example of...

Question 16

A manager of a Holiday Inn said,"We have power and value in the market and people are willing to pay for it." This manager is referring to ________

Accepted Answer

The answer of A manager of a Holiday Inn said,"We...

Question 17

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?
A)	Line extension
B)	Brand extension
C)	Multibranding
D)	New brands
E)	Rebranding

Accepted Answer

Brand extension is the strategy where a company uses an existing brand name to launch a product in a new category, leveraging the existing brand equity to enter new markets.

Question 18

Each new iPod product introduction advances the causes of democratizing technology and approachable innovation.An expert at fostering customer community,iPod has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates; iPod is positioned on ________.

Accepted Answer

The answer of Each new iPod product introduction advances the...

Question 19

________ occur(s)when a company introduces additional items in a given product category under the same brand name,such as new flavours,forms,colours,ingredients,or package sizes.

Accepted Answer

The answer of ________ occur(s)when a company introduces additional items...

Question 20

A key element in a company's relationship with consumers,a ________ represents consumers' perceptions and feelings about a product and its performance

Accepted Answer

The answer of A key element in a company's relationship...

Quiz 9: Products,services,and Brands: Building Customer Value