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Exam 9: The Brand

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Question 1

Multiple Choice

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A company that does not want to add to the product lines in its portfolio would be most likely to select which of the following options?

A) multibranding
B) bundling
C) brand extension
D) brand stretching
E) line extension

F) None of the above
G) A) and E)

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Question 2

Multiple Choice

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

A) attributes
B) benefits
C) variation
D) selection
E) values

F) A) and B)
G) C) and D)

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Question 3

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Retailers and wholesalers who have created their own brands such as Walmart's Sam's Choice beverages and food products are participating in co-branding.

Cannibalization is the unauthorized copying of products, packaging, or other intellectual property of a registered brand.

Identify the four central ideas that influence strategies to create global brand equity.

Which of the following would allow a company to avoid the expense of creating, developing, and maintaining a brand?

Which of the following is NOT one of the four strategic options involved in the development of brands?

Which brand positioning level is most likely to create a relationship with a customer that engenders brand loyalty, commitment, and strong consumer equity?

Of the types of brand loyalty, which one leads to a higher relative price?

Brand equity reflects the value ________ attach to the promise of the brand.

Dove marketers go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning.

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

________ is the process through which the market offering is positioned in the consumer's mind to produce a perception of advantage.

________ is a collection of non-physical assets owned by an individual or company that are the result of innovation and are legally protected from being copied or used by unauthorized partners.

Customer loyalty, commitment, and equity are all factors that can build ________.

________ involves the naming and organizing of brands within a broader portfolio.

Using the more common form of brand valuation, the brand and the product are considered separately.

Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of a(n) ________.

The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at upscale shops in urban and suburban settings, has experimented with increasing the price of several items in the Wee Won line. Sales of these items did not decrease with the new, higher prices. It is most accurate to say that Wee Won customers have exhibited ________.

Brand ________ answers the question "What should my brand stand for?"