Marketing Expert Answers & Study Resources

  6. Which is NOT a negative in rebranding an established brand by changing the name? a. Internal confusion and uncertainty b. Potential loss of credibility c. Potential gain of consumers d. Costly investment 7. Summary axing can backfire because the ________________ can be so strong even the original owner cannot introduce the change. a. Brand position b..

  16. If marketers really focus in the user experience the brand should _________________________. a. Promise what it can deliver b. Help consumers get the most out of their life c. Create equity d. Use Corporate Social Responsibility 17. In 2012 which nation had the highest brand ranking? a. France b. Germany c. United Kingdom d. United States 18. The _________________.

31. Describe the reasons that a company acquires other brands: 32. Describe what companies should consider when acquiring a brand? 33. Describe some ways a company can rebrand a product.     .

1. The _________________________ involves coordinating brand strategies for the various brands and sub-brands to capitalize on positive spillover effects and minimize negative spillovers. a. Portfolio creation b. Portfolio management problem c. Portfolio positioning d. Portfolio image 2. With about 8,500 brands, Nestle uses _____________ in which the Nestle stylized name endorses the brands in each.

  26. One of the risks of product placement is that the consumer might turn against the brand if the placement becomes too obvious. a. True b. False 27. Product placement builds a stronger/emotional connection with consumers because the brand is used by a favorite character. a. True b. False 28. One of the basic naming rules.

  16. The success of a(n) _____________ strategy depends on the degree to which the corporate brand is familiar with the market, and provides additional product quality information. a. Diversification b. Endorsement c. Rebranding d. Penetration 17. The _________________________ coordinates all the brands of the company. a. Portfolio Manager b. Acquisition Manager c. Category Manager d. Brand Manager 18. ________________________ means.

  6. A brand needs to build deeper relationships through ___________________. a. BAV b. CSR c. CRM d. Both B and C. 7. ____________________are typically not backed by advertising, and the cost to the consumer is usually lower. a. Store brands b. Runner Up Brands c. Category Leaders d. Mid-level brands 8. Some companies go beyond sponsorship into ___________________ by infusing.

  26. Local tweaking of marketing strategies is necessary to move local customers up the global brand's loyalty pyramid. a. True b. False 27. One reason entry into a new country might be better without any product change is because of the cost that would be incurred with the change. a. True b. False 28. Global brands.

  6. Based on Anholt's model, which of the following is NOT one of the six factors that makes a nation more attractive. a. Exports b. Culture c. Imports d. Governance 7. ____________________ is avoiding any extra embellishments or seductive ornamentation. a. Innovative design b. Minimalist design c. Image design d. Baroque design 8. ______________________ is the degree to which customers.

  21. Consumers around the world view global brands as having more of a social responsibility. a. True b. False 22. The key issue for the brand owner in licensing is allowing the franchisee the flexibility in keeping the product and service uniform. a. True b. False 23. Many established brands find that foreign markets offer the.

1. A good example of _____________________ is Finland's educational campaign that emphasized their country's impressive achievements. a. Service branding b. Nation branding c. Product branding d. Product imaging 2. From a branding perspective the important thing a company must do is fulfill any _____________________. a. Brand loyalty b. Brand service c. Brand image d. Brand promise 3. ____________________ branding refers.

1. The _______________ is a way to identify competitors, market niches, and consumers with special needs in order for a new brand to succeed. a. Brand value b. Brand identifying c. Brand positioning d. Brand image 2. The __________________ both enables and constrains the positioning decisions about the name, logo, and brand communication. a. Brand equity b..

  21. Because consumers are loyal to a brand innovation should be avoided. a. True b. False 22. The fundamental reason why a company acquires other brands is the need to grow. a. True b. False 23. Portfolios ought to be structured around top-down control requirements rather than market-place synergies. a. True b. False 24. The "legacy" brand is the.

25. The product space that a particular product selects is critical to determine if the product will be competitive or not. a. True b. False 26. Each individual person has his or her own perception of a particular brand. a. True b. False 27. Slogans are for internal marketing to use when making marketing decisions. a. True b..

30. In order to reduce risk in brand expansion, describe what two risks companies must originally consider. 31. Describe the difference between the pros and the cons of brand extension new product acceptance. 32. Describe the similarities and difference between brand extension and line extension.     .

  11. ______________ has led to new products which both created new needs and offered new solutions to existing needs. a. Brand loyalty b. Brand Value c. Advancement in technology d. Social currency 12. Which of the following is NOT a way brand simplicity is scored? a. Simplicity b. Industry/Category c. Inconsistency d. User/Nonusers 13. The ____________________________ is a main determinant.

  6. Research studies have shown that global brands are associated with these distinctive characteristics EXCEPT: a. Higher quality b. Global myth c. Greater social responsibility d. Non-expressive 7. In other countries companies will often ____________________ the brand for a fee in order to expand the brand reach. a. License b. Royalty c. Emerge d. Sell 8. Due to management difficulties,.

  21. Sustaining and deepening the allegiance of an established brand can be the most challenging brand-management task. a. True b. False 22. Brand loyalty is known as a one way street where a consumer is committed to the brand. a. True b. False 23. Brand loyalty programs aim to gain new customers, and extend the possibilities.

  21. Brand simplicity refers to the product being simple to use. a. True b. False 22. Strong brands with high brand equity are created by advertising. a. True b. False 23. For many well-known brands their competitive advantages lies partly in product design. a. True b. False 24. Your personal brand is who you are and who you wish.

  11. __________________ provides some assurance that customers will come back. a. Brand loyalty b. Brand Value c. Brand Image d. Brand Promise 12. _______________________ usually avoid price competition. a. All brands b. Consumer brands c. Strong brands d. Mid-level brands 13. A company can build an image of caring through ____________________ a. BAV b. CSR c. CRM d. VALS 14. Which is not part of.

29. Describe the three major factors to consider when selecting a brand's target position. 30. Describe what type of information a company can gain from a positioning map.     .

30. Describe the four alternative growth strategies for a company's product 31. Describe the three basic strategies to increase brand alliance. 32. Describe different ways companies have used Corporate Social Responsibility in order to create a deeper allegiance to a brand. 33. CSR branding strategies do NOT include: a. Green trade b. Fair trade c. Community.

  21. Finding a suitable name and logo for a given product is the first step in building a new brand. a. True b. False 22. New brands will have an established personality. a. True b. False 23. For a consumer to choose a brand they must believe the branded product will function as promised and expected. a..

  6. In order for a new product to be accepted a company should assess their competence in the ____________________. a. Market b. Brand extension c. Product category d. Co-branding 7. ____________________ products are the "feel" products where psychological risks and self-expressive benefits can be important. a. Hedonic b. Utilitarian c. Co-branding d. Mid-level 8. An AT&T Universal Master Card is.

  16. When considering which media vehicle to use, a brand should also consider that the media's ____________________ represents the brand. a. Ownership b. Editorial climate c. Reach d. News 17. One product strategy that creates increased involvement and affinity for the brand is___________________. a. Market penetration b. Diversification c. Market development d. Product innovation 18. In keeping a brand strong,.

  26. The brand positioning may have to shift in order to accommodate another brand in the portfolio. a. True b. False 27. Rebranding may consist of changing the positioning, name, and logo of brand. a. True b. False 28. Most brand acquisitions involve weak brands. a. True b. False 29. Rebranding is sometimes necessary when the brand association becomes.

1. The _______________ is the name that is attached to one or more products or services. a. Category b. Brand c. Company d. Logo 2. Which of the following is NOT a benefit from a brand extension to new product acceptance? a. A strong endorsing brand that reduces consumers' perceived risk. b. The product piggy-banking on an.

  26. Negative experiences effects are often predicated on a strong brand. a. True b. False 27. Customer satisfaction depends on many intangible factors and the emotional state induced by them. a. True b. False 28. Describing oneself via the relationship to the brand is the first step in the first pathway of social currency. a. True b. False 29..

  16. If a company has several competing brands in the same product category they are unlikely to use _____________________. a. Hedonic branding b. Utilitarian branding c. Master-branding d. Umbrella branding 17. The ___________ of a strong brand sets limits to how widely the brand can be extended. a. Identity b. Promise c. Value d. Equity 18. A __________________ is something.

  11. __________________ is often the most important issue when a company acquires a brand. a. Maintaining brand loyalty b. Maintaining brand value c. Maintaining brand image d. Maintaining brand promise 12. Which one is NOT a reason for brand divestment? a. Streamlining the portfolio b. Overlapping brands c. The brand is strong d. Lack of clear differentiation 13. When acquiring.

1. The task of _____________________________ includes growing loyalty levels among existing customers, and upgrading and extending the product line. a. Line pruning b. Market penetration c. Product positioning d. Product localization 2. _________________________ can only be sustained if the brand also offers highly visible customer support. a. Brand positioning b. Brand identity c. Brand image d. Brand loyalty 3. The.

  11. A brand must look at _______________________ because of the difference in incomes, electrical system problems, difference in palate norms and infrastructure. a. Adapting the brand image b. Not entering that country c. Adapting the product d. Adapting the advertising and communication 12. In __________________________ global brands succeed because they offer something new. a. New markets b..

31. Describe why some brands have higher social currency. 32. Describe the five steps in creating your online personal brand. 33. As mention in the book, describe what is involved with a "brand love" that you have for a product.     .

  16. Today's brands are more or less international brands due to the _______________________. a. Competitors b. Internet c. Television d. Economy 17. Research has shown that a local brand often evokes higher __________________ because they tend to be seen as helping the local community. a. Quality b. Brand Image c. Brand identity d. Affinity 18. When brands extend abroad, the.

1. All of the following are building blocks for a new brand EXCEPT: a. Personality b. Value c. Identity d. Image 2. For a brand to credibly reduce functional risk, it must have a strong enough ____________________ that suggests it is capable of solving the problem. a. Personality b. Awareness c. Identity d. Image 3. For a brand to reduce.

30. Describe some off-beat marking and how they could be used. 31. When creating a new name for a brand describe the basic brand name rules. 32. Describe the four basic criteria for selecting the best spokesperson for a new brand.     .

31. In creating a new cereal brand, describe the difference between the brand identity and the brand image 32. What are the three major factors to consider when selecting a brand's target position?     .

  6. When creating a brand position, brands look at _______________________ that have similar positioning to determine their salient attributes. a. Product lines b. Brand Portfolios c. Relevant Competitors d. Brand images 7. A brand positioning supports a clear and compelling ______________________ that provides consumers a unique value over competing products. a. Brand image b. Brand vision c. Value.

  21. Co-branding can be a win-win situation for both brands because it increases the promotional cost. a. True b. False 22. Successful brand extension does not add to the parent brand value. a. True b. False 23. One of the cons to brand extension of new product acceptance is less uniqueness compared with a new brand. a..

  11. A shampoo brand making shower gel and lotion is an example of _____________________. a. Product extension b. Brand extension c. Line extension d. Co-branding 12. ________________have become a very popular way to leverage the value of an established brand. a. Brand extensions b. Consumer brands c. Strong brands d. Mid-level brands 13. In a _______________________ product category, the brand.

31. Describe some of the significant differences with international expansion: 32. Describe the four main areas where a brand may need some adaptation when going international. 33. Describe what is a global brand.     .

1. ______________________ rises with market expansion. a. Brand loyalty b. Brand value c. Brand image d. Brand identity 2. In adapting advertising and communication ___________________________ is the practice of using the same storyline or appeal but making the context and actors locally relevant. a. Brand Standardization b. International Standardization c. Product Standardization d. Pattern Standardization 3. Global brands increase the.

  16. The _____________________ involves who is the target audience, when to target them, what message to communicate, and what the appropriate timeline is. a. Media planning b. Launch planning c. Creative planning d. Brand planning 17. The benefits of a(n) ______________________ brand name is that the brand identity and can be created from scratch. a. Existing b..

  21. What determines the position statement is ultimately how consumers perceive the brand. a. True b. False 22. The brand positioning attributes should include both nonfunctional and irrelevant characteristics. a. True b. False 23. A good position statement emphasizes attributes where the brand has relative advantages and weaknesses. a. True b. False 24. Brand positioning can be used to.

  11. In campaign planning creating awareness and generating some interests and knowledge of the brand is the ____________________________. a. Objective b. Vision c. Decision d. Intention 12. _________________________ should begin at the inception of the brand and continue until the brand is divested. a. Advertising b. Sponsorships c. Tracking d. Product Placement 13. An important determinant of the brand personality.

  26. Brand extensions are a good way to build brand value when the extension reaffirms the existing brand. a. True b. False 27. One of the pros to brand extension of new product acceptance is that a strong endorsing brand will increase consumers' perceived risk. a. True b. False 28. Benefits of co-branding are that the.

  11. When looking at the positioning map most attributes fall in __________ attributes. a. Risk b. Feature c. Salient d. Potential 12. In the three -step flow of communication __________________ goes through several intermediaries and recycles back in real time increasing the speed in which information flows. a. Buzz marketing b. Traditional media c. Word of mouth d. Viral.

  6. When building a new product it is important to develop a comprehensive ____________________________ because of the approximately 250,000 product that launch each year, 85-95% will fail. a. Campaign Plan b. Creative Plan c. Naming Plan d. Media Plan 7. A _____________ brand is said to be established when it has a clear identity, image,.

  26. Frequent flyer programs, store membership cards, special deals and offers to existing customers are Customer Relationship Management efforts. a. True b. False 27. A strong brand needs to continually and consistently keep the trust of its customers. a. True b. False 28. The product upgrade and line extension strategies have different effects depending on the.

  16. When selecting the ______________________ the brand must focus on not simply creating awareness, but deliberate efforts to create favorable associations. a. Line extension b. Media c. Target audience d. Market 17. In communicating the message the POD and POP should be communicated through ______________________ media where the message can be controlled. a. Viral Messaging b. Traditional.