Question 1

Positioning a new chocolate bar brand as "the chocolate bar with the fewest calories" is positioning based on ________.

Accepted Answer

A) product attributes 
B) product benefits 
C) product values and ideals 
D) user imagery 
E) brand equity 
A) product attributes 
B) product benefits 
C) product values and ideals 
D) user imagery 
E) brand equity

Question 2

Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a ________.

Accepted Answer

A) line extension 
B) brand extension 
C) cobranding 
D) licensing 
E) product life cycle 
A) line extension 
B) brand extension 
C) cobranding 
D) licensing 
E) product life cycle

Question 3

One of the main branding strategy decisions made by the marketing manager is ________.

Accepted Answer

A) brand name selection 
B) brand placement 
C) brand product 
D) brand people 
E) brand price 
A) brand name selection 
B) brand placement 
C) brand product 
D) brand people 
E) brand price

Question 4

Some companies like Godiva, Starbucks, Apple, and Victoria's Secret rely less on a product's tangible attributes and more on creating ________.

Accepted Answer

A) advertisements 
B) promotions 
C) public relations campaigns 
D) touch points 
E) surprise, passion, and excitement. 
A) advertisements 
B) promotions 
C) public relations campaigns 
D) touch points 
E) surprise, passion, and excitement.

Question 5

Retailers often price their store brands ________ comparable national brands.

Accepted Answer

A) higher than 
B) lower than 
C) the same as 
D) unrelated to the price of 
E) much higher 
A) higher than 
B) lower than 
C) the same as 
D) unrelated to the price of 
E) much higher

Question 6

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.

Accepted Answer

A) national; manufacturer's 
B) store; private 
C) national; private 
D) store; licensed 
E) private; distributor 
A) national; manufacturer's 
B) store; private 
C) national; private 
D) store; licensed 
E) private; distributor

Question 7

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own.

Accepted Answer

A) brand extension 
B) brand equity 
C) co-branding 
D) internal marketing 
E) line extension 
A) brand extension 
B) brand equity 
C) co-branding 
D) internal marketing 
E) line extension

Question 8

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.

Accepted Answer

A) service 
B) license 
C) market 
D) package 
E) brand 
A) service 
B) license 
C) market 
D) package 
E) brand

Question 9

Brands are more than just names and symbols, they are relationships. Explain.

Accepted Answer

Brands are really the key element in a c

Question 10

According to brand positioning theory, which of the following positions would likely resonate best with customers?

Accepted Answer

A) the chocolate bar with the most cocoa powder 
B) the chocolate bar with the fewest calories 
C) the chocolate that forges bonds of friendship 
D) the chocolate bar that can break into 5 pieces 
E) the thinnest chocolate bar 
A) the chocolate bar with the most cocoa powder 
B) the chocolate bar with the fewest calories 
C) the chocolate that forges bonds of friendship 
D) the chocolate bar that can break into 5 pieces 
E) the thinnest chocolate bar

Question 11

Young & Rubicam measures brand strength along all of the following dimensions except ________.

Accepted Answer

A) differentiation 
B) relevance 
C) knowledge 
D) equity 
E) esteem 
A) differentiation 
B) relevance 
C) knowledge 
D) equity 
E) esteem

Question 12

Branding strategy covers all the high-level decisions that govern the management of the brand, and guide the public and market perceptions about the brand. Name and explain the three branding strategy decisions.

Accepted Answer

1)Brand name selection-picking a good na

Question 13

Coca-Cola, IBM and Microsoft are all examples of ________ while Thompson Reuter, TD and RBC are all examples of ________.

Accepted Answer

A) global brands, Canadian brands 
B) multinationals, nationals 
C) computer companies, banks 
D) well known brands, unknown brands 
E) large caps, small caps 
A) global brands, Canadian brands 
B) multinationals, nationals 
C) computer companies, banks 
D) well known brands, unknown brands 
E) large caps, small caps

Question 14

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?

Accepted Answer

A) They cut many modest or failing brands to focus on their stronger brands. 
B) They offered employee discounts to everyone. 
C) They lobbied along with Chrysler for huge government bailout payments. 
D) They sold stock to generate revenue. 
E) They sold more cars and trucks. 
A) They cut many modest or failing brands to focus on their stronger brands. 
B) They offered employee discounts to everyone. 
C) They lobbied along with Chrysler for huge government bailout payments. 
D) They sold stock to generate revenue. 
E) They sold more cars and trucks.

Question 15

Branding helps consumers in many ways. Which of the following is definitely one way?

Accepted Answer

A) Brand names help customers to see which products cost more. 
B) Brand names help customers look cooler than their friends. 
C) Brand names help customers to be trendy. 
D) Brand names help customers identify products that might benefit them. 
E) Brand names help customers find better sales. 
A) Brand names help customers to see which products cost more. 
B) Brand names help customers look cooler than their friends. 
C) Brand names help customers to be trendy. 
D) Brand names help customers identify products that might benefit them. 
E) Brand names help customers find better sales.

Question 16

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

Accepted Answer

A) brand differentiation 
B) brand depth 
C) brand valuation 
D) brand equity 
E) brand personality 
A) brand differentiation 
B) brand depth 
C) brand valuation 
D) brand equity 
E) brand personality

Question 17

Which of the following is an advantage offered by co-branding?

Accepted Answer

A) Manufacturers do not have to invest in creating their own brand names. 
B) Retailers have exclusive products that cannot be purchased from competitors. 
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. 
D) Advertising, sales, promotion, and marketing must be carefully coordinated. 
E) Brand equity is stabilized. 
A) Manufacturers do not have to invest in creating their own brand names. 
B) Retailers have exclusive products that cannot be purchased from competitors. 
C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. 
D) Advertising, sales, promotion, and marketing must be carefully coordinated. 
E) Brand equity is stabilized.

Question 18

Once chosen the brand name should be ________.

Accepted Answer

A) sold 
B) protected 
C) shared 
D) exploited 
E) saved 
A) sold 
B) protected 
C) shared 
D) exploited 
E) saved

Question 19

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks. These are examples of ________.

Accepted Answer

A) branding 
B) trademarking 
C) copying 
D) knock offs 
E) licensing 
A) branding 
B) trademarking 
C) copying 
D) knock offs 
E) licensing

Question 20

How can a brand name be positioned?

Accepted Answer

Brands can be positioned on the basis of

Positioning a new chocolate bar brand as "the chocolate bar with the fewest calories" is positioning based on ________.

Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a ________.

One of the main branding strategy decisions made by the marketing manager is ________.

Some companies like Godiva, Starbucks, Apple, and Victoria's Secret rely less on a product's tangible attributes and more on creating ________.

Retailers often price their store brands ________ comparable national brands.

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.

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own.

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.

Brands are more than just names and symbols, they are relationships. Explain.

According to brand positioning theory, which of the following positions would likely resonate best with customers?

Young & Rubicam measures brand strength along all of the following dimensions except ________.

Branding strategy covers all the high-level decisions that govern the management of the brand, and guide the public and market perceptions about the brand. Name and explain the three branding strategy decisions.

Coca-Cola, IBM and Microsoft are all examples of while Thompson Reuter, TD and RBC are all examples of .

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?

Branding helps consumers in many ways. Which of the following is definitely one way?

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

Which of the following is an advantage offered by co-branding?

Once chosen the brand name should be ________.

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks. These are examples of ________.

How can a brand name be positioned?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

Exam 9: Brand Strategy and Management

Positioning a new chocolate bar brand as "the chocolate bar with the fewest calories" is positioning based on ________.

Virgin entering the theme park market by creating Virgin Rollercoaster World is an example of a ________.

One of the main branding strategy decisions made by the marketing manager is ________.

Some companies like Godiva, Starbucks, Apple, and Victoria's Secret rely less on a product's tangible attributes and more on creating ________.

Retailers often price their store brands ________ comparable national brands.

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.

In most ________ situations, one company licenses another company's well-known brand to use in combination with its own.

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.

Brands are more than just names and symbols, they are relationships. Explain.

According to brand positioning theory, which of the following positions would likely resonate best with customers?

Young & Rubicam measures brand strength along all of the following dimensions except ________.

Branding strategy covers all the high-level decisions that govern the management of the brand, and guide the public and market perceptions about the brand. Name and explain the three branding strategy decisions.

Coca-Cola, IBM and Microsoft are all examples of ________ while Thompson Reuter, TD and RBC are all examples of ________.

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?

Branding helps consumers in many ways. Which of the following is definitely one way?

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

Which of the following is an advantage offered by co-branding?

Once chosen the brand name should be ________.

A modest manufacturing company in Regina has recently paid the Tommy Hilfiger and Quicksilver companies for the right to use their brand names in everything from belts to blouses, and shirts to socks. These are examples of ________.

How can a brand name be positioned?

Marketing: Creating and Capturing Customer Value

Company and Marketing Strategy: Partnering to Build Customer Relationships

Sustainable Marketing, Social Responsibility and Ethics

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Segmentation, Targeting, and Positioning

Developing and Managing Products and Services

Pricing: Understanding and Capturing Customer Value

Marketing Channels

Retailing and Wholesaling

Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Filters

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.

Coca-Cola, IBM and Microsoft are all examples of while Thompson Reuter, TD and RBC are all examples of .