Exam 9: Brand Strategy and Management

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

Recently Campbell's soup has developed a wide range of ethnic and religiously focussed soup varieties. This type of modification is known as ________.

A couple designed their wedding around Black & Decker's DeWalt brand. This is an extreme example of brand advocacy.

Besides a logo, name and icon brands also have ________.

Retailers and wholesalers have created their own national brands, also called store brands.

In recent years name and character licensing has ________.

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 ________.

________ 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.

Brand advocacy is critical to the job of the brand marketer. To create brand advocates professional experts suggest five main elements beginning with "Advocacy begins with trust." What are the other four suggestions?

Which of the following is the least desirable quality for a brand name?

A(n)________ is created for and owned by a reseller of a product or service.

Branding helps sellers. The following is definitely an example of this help.

Customers come to know a brand through a wide range of contacts and touch points, including word of mouth, personal interactions with company employees, telephone interactions, social media, and company websites.

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. Managers 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. With 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?

Brand managers try to build a brand personality. How do they do this?

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 ________.

It is the ________ job to create and communicate stories about their brand.

Brand managers are responsible for, and manage, a brand. An example of a questions brand managers continually ask is ________.

Which of the following best describes what a brand is?

BMW was the first company to create branded entertainment in the form of a series of short films. In each film the star was ________.