Exam 9: Brand Strategy and Management

In the long run, national brands must invest in __________ to bring out new brands, new features, and continuous quality improvements.

One of the many benefits to multibranding is that it ________. uses different features to appeal to different customers focus market penetration increase per unit profitability simplifies promotion forces consumers to choose one of your many brands

It is the ___________ job to create and communicate stories about their brand. management's salesperson's brand marketer's owner's spokesperson's

Young & Rubicam measures brand strength along all of the following dimensions except __________. differentiation relevance knowledge equity esteem

A manufacturer has four brand sponsorship options.Describe what they are.

Companies will often partner with filmmakers, musicians and artists to create brand context.This is an example of ________. branded entertainment line extensions brand widening behaviours product mix brand meaning

Branding helps sellers.The following is definitely an example of this help. Brand names provide legal protection for unique product features. Brand names provide guarantees that consumers will spend their money. Brand names are easy to sell. Brand names work for everyone. Brand names provide advertising.

A company might introduce a new brand, especially of they believe ________. their sales force recommendations their old brand is waning in popularity their products are strong the competition is increasing in the power of numbers

Positioning a new chocolate bar brand as "the chocolate bar with the fewest calories" is positioning based on ________. product attributes product benefits product values and ideals user imagery brand equity

Positioning a new chocolate bar brand as "the chocolate that forges bonds of friendship" is positioning based on _________. product attributes product benefits product values and ideals user imagery brand equity

Trademarks are useful because customers _________ them. expect pay for trust mistrust define

Before choosing a brand name to use in a foreign country it is a good idea to check ________. what the word(s) translate to in the foreign language. Canadian trademarks American patents differences in time zones local labour codes

A company has four main choices when it comes to brand development.Which of the following best describes these choices? brand names, brand extensions, multibrands, or new brands line extensions, brand names, multibrands, or new brands line extensions, brand extensions, brand names, or new brands line extensions, brand extensions, multibrands, or brand names line extensions, brand extensions, multibrands, or new brands

Private (or store) brands are growing much faster than national brands in recent years.Detail and describe 4 main reasons that the text suggests this is happening now.

Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

A __________ involves the use of a successful brand name to launch new or modified products in a new category.

Which of the following is a manufacturer's brand sponsorship option for a product? Subliminal brand Multibrand Public brand Licensed brand Solo-branding

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

The _________ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers. brand equity brand valuation brand touchpoints brand image brand personality

Brand managers often describe their brands using the same kinds of adjectives typically used for people.Words like: traditional, youthful, sophisticated, reliable.These managers are trying to build brand ________. profit extensions personality evaluations word-of-mouth