Exam 9: Brand Strategy and Management

Cheerios launching Walnut Cheerios cereal is an example of __________. line extension brand extension cobranding licensing the product lifecycle

The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates.A powerful brand is important, but what it really represents is a set of loyal consumers. the customer mix customer equity line equity service variability the service encounter

Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? brand differentiation brand depth brand valuation brand equity brand personality

Brand managers are responsible for, and to manage, a brand.An example of a questions brand managers continually ask is ________. Is our brand profitable? Should we sign up celebrities like Neil Young or Nelly Furtado as our spokespeople? What is our competitive advantage? How can we increase sales? Does our brand excel at delivering benefits that customers truly value?

A good brand __________ should suggest something about the type of product it will brand.

A key element in a company's relationship with consumers, a ________ has personality, so it involves our emotions as consumers. product line product experience brand service product attribute

A key element in a company's relationship with consumers, a brand represents consumers' perceptions and feelings about a product and its performance.

When choosing a brand name, the process begins with ________. an analysis of the competition a careful review of the product and its benefits touchpoints of consumers identifying absolute advantage budget size

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 ________. brand servicing line extensions brand advocacy people trying to get a wedding sponsor the reality that DeWalt makes darned good power tools.

A _________ is created and owned by the manufacturer of a product or service. advertising strategy private brand sales force national brand customer appreciation campaign

To create brand advocates some brand managers try to make ________ part of the brand story. people profit advertisements product development customers and employees

Many national brands have seen their market share drop in the recent recession.National brands need to improve their ________ in tough economic times. value proposition features sales tactics price promotion

Which of the following is an advantage offered by co-branding? Manufacturers do not have to invest in creating their own brand names. Retailers have exclusive products that cannot be purchased from competitors. A company can expand its existing brand into a category it otherwise might have difficulty entering alone. Advertising, sales, promotion, and marketing must be carefully coordinated. Brand equity is stabilized.

Procter & Gamble recently used the Mr.Clean character on its new line of auto cleaning kits.P&G did this to increase recognition and speed consumer acceptance.This success story is a good example of ________. promotion customer service research and development brand extension sales savvy

An increasing number of retailers and wholesalers have created their own ________, also called store brands. unsought products private brands specialty products service variability shopping products

Brands are powerful.They have status and value.Interestingly though brands are really nothing but ________. ideas agreements labels promises contracts

In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. national; manufacturer's store; private national; private store; licensed private; distributor

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. marketing experience line extensions brand experience product mix word-of-mouth elements

Michelle is describing her vision of the company brand to her vice president.The same brand is described by an employee to a friend.The descriptions and definitions are completely different.This is because __________. one of them is wrong both are wrong brands can't be described no two people perceive a brand in exactly the same way.A brand is not real. executives are cut off from the front line staff

Which of the following is the lowest level on which marketers can position their brands in target customers' minds? interactive marketing internal marketing product attributes strong beliefs and values added service