Exam 9: Brand Strategy and Management

The Chevrolet Prism and Toyota Corolla are the same car, made on the same assembly line by the same people, using the same parts, and have the same warranty.Yet, the baseline model of the Toyota Corolla sells for $250 more than its counterpart.We can conclude that Toyota Corolla has __________. lower brand equity higher brand equity better distribution networks a better advertising agency better strategic alliances

When a company uses film makers, artists or musicians to help sell their brands it is called ________. a sell out cool effective costly branded entertainment

A brand name can be better positioned by associating its name with a desirable __________ .

The main branding strategy decision by the marketing manager is which of the following? brand name selection brand placement brand product brand people brand price

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning ________ in favour of ________. private brands, national brands national brands, no names private brands, exclusive names national brands, private brands no names, national brands

When a company introduces a new brand name in the same product category, it is called line extension.

Advocacy starts close to __________ .

In order for customers to choose his brand, Spencer must get his public to see that his brand is ________. simple distinctive illusive engaging expansive

Once chosen the brand name must be ________. sold protected shared exploited saved

According to your text, perhaps the most important task of the brand manager is the management of ________. money people touchpoints communications about the brand story seeding

Even though hard economic times have forced national brand marketers to rethink their pitch to be more value focused, in the long run these national brand marketers should not abandon ________. the core proposition of their brand future customers shareholders researching new sales solutions profits

Sophia is the newly hired brand manager for a new company in southern Ontario.She knows that before consumers respond to a brand they must first ___________. know about and understand the benefits. be given coupons hire a successful olympian to help carry the message buy full page advertisements in the National Post and Globe and Mail. talk to salespeople

Recently General Motors was on the brink of bankruptcy.One of the solutions was to deal with their problem of multibranding.What did GM do to reduce costs and increase profitability? They cut many modest or failing brands to focus on their stronger brands. They offered employee discounts to everyone. They lobbied along with Chrysler for huge government bailout payments. They sold stock to generate revenue. They sold more cars and trucks.

Brands are powerful.They have status and value.Interestingly though brands are really nothing but __________ .

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster.This is a good example of ________. branding trademarking advertising product mixing co-branding

Today's style is to build brands around names that ________. are quirky are imaginary are international have real meaning make good jingles

Brand advocacy begins with ________. payment an idea a touchpoint trust a computer

BMW was the first company to create branded entertainment in the form of a series of short films.In each film the star was ________. a male a female from Hollywood a BMW car a car owner

The skillful use of marketing can turn a person's name into a powerhouse brand.This is an example of ________. solicitation public relations people as brands product mix marketing principles

Co-branding has many limitations.Which of the following is definitely one of them? customer complaints complex legal contracts competition envy partner distraction ease of use limitations