Question 1

The brand names of producers,such as Kellogg's,Sherwin Williams,Harley-Davidson,and Ocean Spray are called _____ brands because of who owns them.

Accepted Answer

The brand names of producers such as Kellogg's, Sherwin Williams, Harley-Davidson, and Ocean Spray are called manufacturers' brands because they are owned by the manufacturers themselves. Private brands are owned by retailers and sold under their own name. Family brands are a group of products marketed under the same parent brand. Individual brands are single products marketed under their own unique brand name. Master brands are established by companies as an umbrella brand to encompass many different product lines.

Question 2

A consumer who consistently and repeatedly purchases the same brand is said to have:

Accepted Answer

Brand loyalty refers to a consumer's commitment to repeatedly purchase the same brand over time. The other options are either not accurate or not as commonly used in marketing terminology.

Question 3

Brand loyalty can:

Accepted Answer

Brand loyalty helps ensure repeat sales, as customers who are loyal to a particular brand will continue to purchase products from that brand over time.

Question 4

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 a(n)_____ brand.

Accepted Answer

This is an example of a private brand, which is exclusive to a particular retailer and not sold by any other retailers.

Question 5

A(n)_____ refers to brands where at least 20 percent of the product is sold outside the home country.

Accepted Answer

A global brand refers to a brand that has a significant presence in multiple countries, with at least 20 percent of its sales coming from outside its home country. A global brand often has a consistent brand image and positioning across different markets, and may have local adaptations to meet regional preferences or regulatory requirements. Examples of global brands include Coca-Cola, Nike, and McDonald's.

Question 6

A small chain of supermarkets in the province of Manitoba sells only manufacturer's brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturer's brands?

Accepted Answer

Selling only manufacturer's brands limits the supermarket chain's ability to create and sell their own private label brands, which typically offer higher gross margins.

Question 7

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.Because both brands are receiving equal treatment,this is most likely an example of:

Accepted Answer

This is an example of cooperative branding because both Coca-Cola and Barbie are being promoted equally and the trademarked Coca-Cola items are featured prominently in the product.

Question 8

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 a(n)_____ branding strategy..

Accepted Answer

Unilever is using an individual branding strategy, where each product has its own unique brand name, such as Rama, Rexona, I Can't Believe It's Not Butter, and Axe, rather than a single brand name for all products.

Question 9

A _____ is the part of the brand that can be spoken.

Accepted Answer

A brand name is the spoken part of a brand, as it is the word or words used to identify a product, service, or company. Brand equity refers to the value a brand holds, while a trademark is a legal protection for a brand's name or logo. A service mark is a type of trademark specifically for services, and a certification mark is a symbol used to indicate that a product meets certain standards or qualifications.

Question 10

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

Accepted Answer

The development of the Hearts on Fire brand is aimed at building product identity and customer loyalty for smaller retailers, allowing them to compete with larger volume jewelers who engage in aggressive price discounting. By creating a recognizable and trusted brand, these retailers can establish a competitive advantage based on quality and customer loyalty rather than simply low prices.

Question 11

Axe is a brand of body deodorant spray that is popular in Europe.The product's manufacture has recently introduced Axe shower gel products.Axe shower gel products are examples of the implementation of a _____ strategy.

Accepted Answer

A product line extension strategy involves expanding an existing product line by introducing new variations of the product, such as different flavors, sizes, or formats. In this case, Axe is introducing a new format (shower gel) to its existing line of body deodorant sprays, which is a product line extension strategy.

Question 12

Procter & Gamble makes Camay soap for people concerned with soft skins and Safeguard for those who want deodorant protection.It is using a(n)_____ strategy.

Accepted Answer

Procter & Gamble is using an individual branding strategy by creating distinct brands (Camay and Safeguard) for different consumer needs.

Question 13

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

Accepted Answer

Developing their own brands allows retailers to have higher gross margins as they do not have to pay for the licensing and marketing fees associated with national brands. This can ultimately lead to increased profitability for the retailer.

Question 14

Internet Web sites for manufacturers like General Electric,Toyota,and Sherwin-Williams paint can provide these businesses with a nontraditional way to:

Accepted Answer

Internet web sites provide manufacturers with a platform to generate brand awareness and promote their products to a wider audience. It allows them to reach potential customers who may not have been reached through traditional marketing methods.

Question 15

Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name.The candy maker is optimistic about establishing a brand in the marketplace and has high hopes of its success.As a marketing consultant,you inform the candy maker that branding can do all of the following EXCEPT:

Accepted Answer

While branding can encourage repeat purchasing, create product differentiation, aid in positioning, and possibly yield a larger market share, it does not necessarily ensure a higher margin of profit. Factors such as production costs, pricing strategy, and competition also play a significant role in determining profit margins.

Question 16

Wal-Mart chain sells canned drinks under the brand name Sam's Choice.This is an example of a(n)_____ brand.

Accepted Answer

Sam's Choice is a private brand, which means it is sold exclusively at Wal-Mart and is owned by Wal-Mart.

Question 17

Rexona,marketed by Unilever (a Dutch company)is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa and the Middle East.Rexona is an example of a:

Accepted Answer

Rexona is a global brand, as it is marketed and recognized across multiple regions and continents.

Question 18

Alberto-Culver introduced Baker's Joy in the mid 1980s as a product for cooks to use to grease and flour baking pans.The product was not nearly as successful as Alberto-Culver hoped,and it discontinued the product in 2001.This is an example of the implementation of a _____ strategy.

Accepted Answer

The discontinuation of Baker's Joy indicates that Alberto-Culver implemented a product line contraction strategy, which involves reducing the number of products offered by a company. In this case, the company discontinued a product that was not performing well, in order to focus on its more successful products.

Question 19

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.Coca-Cola has a valuable:

Accepted Answer

Coca-Cola's valuable attribute is its brand equity, which is the value that a brand adds to a product or service. Coca-Cola has achieved this through its quality products, strong marketing campaigns, and consistent branding efforts, which have built a loyal customer base and a positive brand image.

Question 20

The _____ is the symbol that cannot be spoken in a brand.

Accepted Answer

The symbol that cannot be spoken in a brand is called the brand mark. It is a visual representation of the brand and can include elements such as a logo, emblem, or icon. Unlike a trademark, which is a legal protection for a brand's name or symbol, a brand mark is simply a visual identifier for the brand. Brand equity refers to the value a brand holds in the minds of consumers, while a quality mark is a symbol used to indicate the quality or standard of a product. An intangible product is a type of product that cannot be physically touched, such as a service or experience.

Quiz 9: Product Concepts

The brand names of producers,such as Kellogg's,Sherwin Williams,Harley-Davidson,and Ocean Spray are called _____ brands because of who owns them.

A consumer who consistently and repeatedly purchases the same brand is said to have:

Brand loyalty can:

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 a(n) _____ brand.

A(n) _____ refers to brands where at least 20 percent of the product is sold outside the home country.