Exam 9: Brand Strategy and Management

One advantage of co-branding is ________.

What must a brand manager do to maintain a brand?

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

One of the many benefits to multibranding is that ________.

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 ________.

Consumers view a brand as an important part of a product and branding can add ________.

A key element in a company's relationship with consumers, a ________ has personality, so it involves our emotions as consumers.

Store brands account for ________ of Canadian grocery store and drugstore revenues.

A brand can be better positioned by associating its name with a ________.

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

A brand name should translate easily into foreign languages.

Which of the following is a way by which marketers can position their brands in target customers' minds?

In order to be recognizable brand images and logos need to be ________.

Before a company blindly decides to incorporate a brand extension, they need to seriously consider which of the following?

Registered trademarks are names and symbols. They cannot include characters.

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 use brand positioning?

Brands are powerful. They have status and value. Interestingly brands are really nothing but ________.

A number of top selling retail toys are products that are based on television shows and movies. These are examples of ________.

Brand equity is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers.

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 ________.