Exam 9: Brand Strategy and Management

To compete with the national brands Loblaws created a private brand called President's Choice.The President's Choice brand bas become so popular that Loblaws now licenses it to retailers in 15 countries where Loblaws has no stores of its own.In effect the private brand has grown into ________. a megabrand a gold mine a national brand a phenomenon a fluke

Consumers view a brand as an important part of a product and branding can add ________. costs value layers depth elements

According to brand positioning theory, which of the following positions would likely resonate best with customers? the chocolate bar with the most cocoa powder the chocolate bar with the fewest calories the chocolate that forges bonds of friendship the chocolate bar that can break into 5 pieces the thinnest chocolate bar

Brands must be maintained by advertising, promotions and ________. the overall brand experience managers sales staff executive intermediaries

Branding helps sellers in many ways.Explain why branding has become so important in the marketplace by describing these benefits to sellers.

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

Jerry recently bought a Sony Bravia HD television.He first heard about the TV through an advertisement and later talked to a friend who has one and recommended it.These are examples of ________. solicitations line extensions touchpoints product mix word-of-mouth elements

Dove marketers can 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.

When the renowned homemaker diva Martha Stewart was convicted and jailed for illegal financial dealings it created __________ for Kmart and the Everyday Housewares brand. no effect some effect negative effect positive effect investment opportunities

Store brands are ___________ than national brands. growing much faster growing much slower declining much faster declining much slower growing about the same

Scenario Selman & Saks, a maker of men's and women's razors and electric hair trimmers, had little reason to become involved in the global arena.But after acquiring Wellman Enterprises, whose largest division engages in a licensing agreement with a German firm to produce women's hosiery, managers at Selman & Saks wondered just whether a company-wide global focus would be more profitable after all. anagers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first-hand the benefits Wellman found with the licensing agreement, managers decided that Selman & Saks would target the French market merely via exporting. ith the assistance of a domestic export department, the Selman & Saks razors and hair trimmers entered France.For six months, sales were mediocre.But after that, sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm, or a licensing agreement, before racing to get there." How might Selman & Saks eventually benefit from engaging in licensing?

A ________ is a name, term, sign, symbol or design that identifies the maker or seller of a product or service. brand line extension touchpoint label package

A company has four choices when it comes to developing brands.Describe what they are.

Which of the following best describes what a brand is? a physical product a specialty product a logo a corporate identity an idea

Which of the following is a potential drawback of multibranding? Consumers may become confused about the image of the main brand. An overextended brand name might lose its specific meaning for consumers. Different product features can appeal to consumers with different buying motives. The company's resources may be spread over too many brands. The company can occupy more retail shelf space.

Scenario Selman & Saks, a maker of men's and women's razors and electric hair trimmers, had little reason to become involved in the global arena.But after acquiring Wellman Enterprises, whose largest division engages in a licensing agreement with a German firm to produce women's hosiery, managers at Selman & Saks wondered just whether a company-wide global focus would be more profitable after all. anagers at Selman & Saks studied Wellman's licensing agreement in great detail.Though seeing first-hand the benefits Wellman found with the licensing agreement, managers decided that Selman & Saks would target the French market merely via exporting. ith the assistance of a domestic export department, the Selman & Saks razors and hair trimmers entered France.For six months, sales were mediocre.But after that, sales suffered.Opinions varied among numerous managers as to the cause of the failure."Who knows the local market better than people who live there was a comment heard throughout Selman & Saks."Maybe we needed an alliance with a French firm, or a licensing agreement, before racing to get there." How might Selman & Saks use brand positioning?

In recent years name and character licensing has ________. declined slightly declined quickly increased quickly increased slightly stayed about the same

The text tells a story of a couple that designed their wedding around the Black & Decker's DeWalt brand.This is an extreme example of __________ .

Consumers view a brand as an important part of a product and branding can add __________ .

Thanks to the rise in popularity of social media customers are beginning to tell stories about their favourite brands.This is an example of ________. selling out brand advocacy solicitation mixed messaging computerization