Exam 9: Brand Strategy and Management

A brand can be better positioned by associating its name with a ________. legal contract desirable benefit monopoly customer partner

Sometimes a company will take a brand name from ________. the competition the past the future the present corporate intel

The skillful use of marketing can turn a person's __________ into a powerhouse brand.

Rather than simply posing with a product, many professional athletes today have become ________. rich powerful conceited their own brands overbranded

In the long run, national brands must invest in __________ to bring out new brands, new features, and continuous quality improvements. research and development subsidiaries gimmicks logistical solutions advertising

"The definition of a brand is far from simple." Explain what the text authors mean by this statement.

Some companies like Godiva, Starbucks, Apple, and Victoria's Secret rely less on a product's tangible attributes and more on creating ________. advertisements promotions public relations campaigns touch points surprise, passion, and excitement.

A ________ involves the use of a successful brand name to launch new or modified products in a new category. line extension product line brand extension private brand brand symbol

Coca-Cola, IBM and Microsoft are all examples of ________ while Thompson Reuter, TD and RBC are all examples of ________. global brands, Canadian brands multinationals, nationals computer companies, banks well known brands, unknown brands large caps, small caps

At Jeep you can now buy 7 different models; the Commander, Grand Cherokee, Compass, Patriot, Liberty, Wrangler, and Wrangler Unlimited.A risk of this over extension is that a brand ________. loses market share increases variable costs per unit complicates consumer touchpoints dominates an industry loses its specific meaning

According to the definition of a brand presented in your text, all of the following would be an example of a brand except _________. the name Coca-Cola the golden arches of McDonald's restaurants Tony the Tiger of Frosted Flakes cereal the sparkles in Moet et Chandon champagne the name and font of IBM

________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavours, forms, colours, ingredients, or package sizes. A line extension A product mix Interactive marketing Service variability Service intangibility

A brand name should translate easily into foreign languages.

Brands occupy a level of social regard with respect to one another.We consider a Rolls-Royce or Bentley car differently than a Chevrolet or Hyundai.This is an example of brand ________. status price touchpoints value equity

Branding helps consumers in many ways.Which of the following is definitely one way? Brand names help customers to see which products cost more. Brand names help customers look cooler than their friends. Brand names help customers to be trendy. Brand names help customers identify products that might benefit them. Brand names help customers find better sales.

Brands must be maintained by advertising, promotions and __________ .

Brand __________ is an important part of the ongoing management of a brand.

According to the text, in a recent study, almost 3/4 of respondents said they would gladly pay a ________ premium over the next closest choice.This is a real measure of brand equity. 100% 80% 60% 40% 20%

The strongest brands go beyond attributes or benefit positioning; they are positioned on ________. desirable benefit good packaging service inseparability strong beliefs and values customer image

To create brand advocates some brand managers try to make __________ part of the brand story.