Question 1

When customers have consistently positive experiences with a brand, or they hear good things from the firm's promotion or other customers, we can expect that customers will _______ that brand name.

Accepted Answer

When customers consistently have positive experiences with a brand or hear positive feedback about it, they are likely to trust the brand. Trust is a key factor in building brand loyalty and repeat business. Customers are more likely to choose a brand they trust over competitors, which can lead to increased demand for the brand. Mistrust, tolerance, and dislike are all unlikely outcomes of positive experiences and promotion.

Question 2

Branding can help BRANDERS because it:

Accepted Answer

All of these alternatives are correct. Branding can have a positive impact on promotion costs, company image, repeat buying, and customer loyalty, making it a valuable tool for branders.

Question 3

If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a _______ for the brand.

Accepted Answer

Trust is the most likely outcome if a brand consistently delivers on a promise that buyers consider important. A strong and positive relationship is established when trust is established, making it more probable for buyers to choose the brand repeatedly.

Question 4

Anita Seagroves visits the local Healthy Glow spa, but dislikes the dirty dressing area and refuses to go back. This is an example of

Accepted Answer

Anita's experience of disliking the dirty dressing area of the Healthy Glow spa and refusing to go back is an example of brand rejection. She had a negative experience with the brand and chose not to return.

Question 5

Wilbur Donald has had good experience using Crest toothpaste and is in the habit of buying it. His level of brand familiarity for Crest is:

Accepted Answer

Wilbur Donald's habit of consistently buying Crest toothpaste indicates a level of brand familiarity that falls under brand preference. This means that he has a strong liking for the brand and will choose it over other alternatives if they are available. However, if Crest is not available, he may consider other brands. This level of familiarity is lower than brand insistence but higher than brand recognition or brand desire.

Question 6

______________ means a brand is not recognized by final customers at all.

Accepted Answer

If a brand is not recognized by final customers at all, it means they have no awareness or knowledge of the brand's existence. This is referred to as brand nonrecognition.

Question 7

______________ means potential customers won't buy a brand-unless its current image is changed.

Accepted Answer

Brand rejection is the only option that fits the given context of potential customers not buying a brand unless its image is changed. Brand preference (A) means customers already have a preference for a particular brand, brand insistence (C) means customers insist on buying a specific brand, brand recognition (D) means customers are familiar with a particular brand, and brand nonrecognition (E) means customers are not familiar with a particular brand. None of these options fit the context given in the question.

Question 8

Which of the following would NOT be favorable to successful branding?

Accepted Answer

Product quality fluctuations can lead to negative reviews and damage the brand's reputation. Consistency in quality is important for successful branding.

Question 9

Which of the following is NOT a level of brand familiarity?

Accepted Answer

Brand nonexistence cannot be considered a level of brand familiarity as it refers to a situation where a brand does not exist or has not been introduced in the market yet. The other options (brand rejection, nonrecognition, preference, and insistence) all indicate different levels of familiarity that consumers have with a brand.

Question 10

Branding:

Accepted Answer

Branding is more likely to be successful if demand for the general product class is strong enough to allow a profitable price. This is because branding involves adding value to a product through its name, packaging, and reputation, which can allow for a higher price point. However, if the demand for the product is not strong enough to support a profitable price, the added expenses of branding may not be worth it for the firm.

Question 11

Ross Wrigley refuses to buy Billy Goat brand of beer; his attitude toward this brand is called _____.

Accepted Answer

Brand rejection refers to a consumer's negative attitude or avoidance of a particular brand. In this case, Ross Wrigley is actively choosing not to purchase the Billy Goat brand of beer, indicating a clear rejection of the brand.

Question 12

Which of the following is a condition favorable to successful branding?

Accepted Answer

Having favorable shelf locations or display spaces in stores allows for greater visibility and exposure for the brand, increasing the likelihood of successful branding. None of the other options provide a condition that is favorable to successful branding.

Question 13

Branding is good for some CONSUMERS because it:

Accepted Answer

All of these alternatives are correct. Branding helps consumers in multiple ways, making shopping easier by providing familiarity, guiding product quality, assuring satisfaction, and connecting the product with expected benefits.

Question 14

Roberto Vasquez has never owned a Samsung TV, but his parents owned one and were not at all satisfied. As a result, Roberto won't even consider buying a Samsung. As far as Roberto is concerned, Samsung has achieved brand ______________.

Accepted Answer

The description of Roberto's attitude towards Samsung being influenced by his parents' negative experience indicates that he has rejected the brand.

Question 15

Which of the following is(are) TRUE?

Accepted Answer

A service mark is the equivalent of a trademark for services, while a trademark specifically refers to physical goods. B is incorrect because a trademark only refers to product identification, not all means of it. C is incorrect because a trademark doesn't necessarily have to be physically attached to a product, as long as it is being used to identify the source of the product. D is incorrect because trademarks and service marks can also include logos and symbols, not just words.

Question 16

Which of the following would NOT be favorable for successful branding?

Accepted Answer

If the product is hard to identify by brand or trademark, it will be difficult for the brand to create brand recognition and loyalty among customers. This is a key element for successful branding.

Question 17

_____ can help create brand recognition, but only _____ can create brand insistence.

Accepted Answer

Advertising can help create brand recognition by increasing brand exposure, but only satisfying experiences with the brand can create brand insistence. Consumers will only become loyal to a brand if they have had positive experiences with it, such as good customer service or high-quality products.

Question 18

Brand recognition, brand preference, and brand insistence are various levels of _____.

Accepted Answer

These three levels, i.e., brand recognition, brand preference, and brand insistence, refer to different stages of familiarity customers have with a brand. Brand recognition is the lowest level and refers to when customers can identify the brand when they encounter it. Brand preference is a higher level where customers have a positive attitude towards the brand and would select it over other similar brands. Lastly, brand insistence is the highest level of familiarity with a brand where customers are so loyal that they won't accept alternatives.

Question 19

Which of the following is NOT favorable to successful branding?

Accepted Answer

Access to favorable shelf locations is important for successful branding because it increases visibility and accessibility for customers. Limitations in shelf locations can hinder a brand's ability to stand out and attract customers.

Question 20

Which of the following statements about branding is TRUE?

Accepted Answer

Different countries and cultures may have different brands that are familiar or trusted, making brand familiarity not universal.

Quiz 8: Elements of Product Planning for Goods and Services