Question 1

In selecting a good brand name,which of the following are desirable?

Accepted Answer

The answer of In selecting a good brand name,which of...

Question 2

Unilever markets offers brands such as Rama margarine,Rexona deodorant,I Can't Believe It's Not Butter spread,and Axe shower gels.Unilever appears to be using which type of branding strategy?

Accepted Answer

Unilever uses an individual branding strategy because each product (Rama margarine, Rexona deodorant, I Can't Believe It's Not Butter spread, and Axe shower gels) is marketed under its own brand name, allowing each to have a distinct identity and marketing strategy.

Question 3

Procter & Gamble makes Camay soap for people concerned with soft skins and Safeguard for those who want deodorant protection.What type of strategy is Procter & Gamble using?

Accepted Answer

Procter & Gamble is using individual branding by creating different brand names for each product, such as Camay and Safeguard. This allows them to target specific consumer needs and preferences for each brand.

Question 4

Websites for manufacturers such as General Electric,Toyota,and Benjamin Moore paint can provide these businesses with a nontraditional way to do which of the following?

Accepted Answer

Websites for manufacturers such as General Electric, Toyota, and Benjamin Moore paint can provide these businesses with a nontraditional way to generate brand awareness among consumers. These websites offer detailed product information, images, and videos, as well as interactive features that engage visitors and help build brand recognition and loyalty over time. The other options listed (A, B, and C) are not accurate or relevant to the question.

Question 5

BMW cars have a strong reputation for high quality,superior performance,and high resale value.What can BMW be said to have?

Accepted Answer

BMW's strong reputation for quality, performance, and resale value contributes to its strong brand equity, which refers to the value that a brand adds to a product beyond the actual physical features and benefits of the product itself. This can include factors such as brand perception, customer loyalty, and brand awareness.

Question 6

Which of the following BEST describes brand loyalty?

Accepted Answer

Brand loyalty refers to the tendency of consumers to consistently choose and purchase products from a particular brand over its competitors. This behavior helps ensure repeat sales, as loyal customers are more likely to continue purchasing from their preferred brand.

Question 7

A consumer who consistently and repeatedly purchases the same brand is said to have which of the following?

Accepted Answer

Brand loyalty refers to a consumer's consistent preference for and repeat purchase of a particular brand or product. Store loyalty refers to a consumer's repeat patronage of a specific retailer, while product loyalty refers to a consumer's repeat purchase of a specific type of product. Product repetition is not a commonly used term in marketing.

Question 8

Walmart sells canned drinks under the brand name Sam's Choice.This is an example of what type of brand?

Accepted Answer

Sam's Choice is a brand owned by Walmart and only sold in Walmart stores, making it a private brand.

Question 9

Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes which of the following?

Accepted Answer

If a brand name becomes a common term for a type of product, it is known as a generic product name. This means that the brand loses its protection as a trademark and other companies can use the name to describe their own products. In this case, Rollerblades may become a generic term for any in-line skates, and the company may lose its exclusive rights to the name.

Question 10

President's Choice Chocolate Chip Cookies are manufactured specifically for sale in Loblaws and sister retailer stores.President's Choice Cookies are an example of which of the following?

Accepted Answer

The answer of President's Choice Chocolate Chip Cookies are manufactured...

Question 11

What refers to brands where at least 20 percent of the product is sold outside the home country?

Accepted Answer

The term used to refer to brands where at least 20 percent of the product is sold outside the home country is "global brand". Option A ("master brand") does not accurately describe brands sold outside the home country. Option B ("equity brand name") refers to the value and recognition associated with a brand, but does not distinguish between domestic and international sales. Option C ("ethnocentric trademark") is not a commonly used term in branding and does not accurately describe brands sold outside the home country.

Question 12

Because of who owns them,the brand names of producers such as Kellogg's,Sherwin Williams,Harley-Davidson,and Ocean Spray are called which of the following?

Accepted Answer

These are examples of manufacturers' brands, which are brand names owned by the producers or manufacturers of the products.

Question 13

Which of the following is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?

Accepted Answer

A trademark is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark. A patent is a legal right granted to an inventor to exclude others from making, using, or selling an invention. Private brand and brand are not legal terms related to exclusive ownership rights.

Question 14

Coca-Cola is the best known brand name in the world.The name has a high perceived quality and high brand loyalty among soft drink users.The company has developed the brand name for over 100 years.Which of the following does Coca-Cola have?

Accepted Answer

Coca-Cola has developed a strong brand name over the years, which has resulted in high brand equity. Brand equity refers to the value that a brand adds to a product or service beyond the functional benefits it provides. Coca-Cola's valuable brand equity is reflected in its high perceived quality and brand loyalty among consumers.

Question 15

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Accepted Answer

Developing their own brands can result in higher gross margins for retailers as they can charge a premium for these products compared to national brands.

Question 16

Kmart markets Route 66 brand clothing in its stores.Kmart stores are the only places where this brand is sold at the retail level.This is an example of what type of brand?

Accepted Answer

This is an example of a private brand, which is a brand owned by a retailer or distributor and sold exclusively in their stores.

Question 17

A small chain of supermarkets in Manitoba sells only manufacturers' brands.According to the text,which of the following is the BEST argument to dissuade the supermarket chain owner from selling only manufacturers' brands?

Accepted Answer

This choice provides a financial reason for the supermarket chain owner to consider offering private-label brands, as they typically offer a higher gross margin than manufacturers' brands. This could potentially increase profitability for the chain. Choices A, C, and D do not provide strong enough arguments to dissuade the owner from selling only manufacturers' brands.

Question 18

A Toronto diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewellers' aggressive price discounting.What is this move meant to do?

Accepted Answer

The move to develop the first branded diamond called Hearts on Fire is meant to build product identity and customer loyalty, helping smaller retailers counter the volume jewellers' aggressive price discounting. By creating a distinctive brand identity, smaller retailers can differentiate themselves from generic products and build a loyal customer base that values the quality and uniqueness of the branded diamond.

Question 19

What happens when two or more established brand names of different companies are used on the same product?

Accepted Answer

Cobranding occurs when two or more established brands of different companies are used on the same product. This strategy can help both brands to enhance their visibility and credibility in the market. However, cobranding requires careful planning and implementation to ensure that the brand values are consistent and compatible.

Question 20

Rosa's husband,Phil,has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub.The package showed both the Breathe Right and the Vicks brand names.What type of branding is this?

Accepted Answer

This is an example of ingredient branding, where two or more brands collaborate to create a product, highlighting the contribution of each brand. In this case, Breathe Right nasal strips and Vicks mentholated vapour rub are both featured on the product, indicating their combined efforts and ingredients in the final product.

Quiz 8: Product Concepts