Question 1

An important task of the brand manager is the management of ________.

Accepted Answer

A) money 
B) people 
C) brand names 
D) communications about the brand 
E) story seeding 
A) money 
B) people 
C) brand names 
D) communications about the brand 
E) story seeding

Question 2

Retailers and wholesalers who have created their own brands-such as Walmart's Great Value beverages and food products-are participating in co-branding.

Accepted Answer

A) True 
 B)False

Question 3

A company might introduce a new brand because ________.

Accepted Answer

A) their sales force recommends it 
B) their old brand is waning in popularity 
C) they developed a new product 
D) the competition is increasing 
E) they believe more brands is better 
A) their sales force recommends it 
B) their old brand is waning in popularity 
C) they developed a new product 
D) the competition is increasing 
E) they believe more brands is better

Question 4

The Chevrolet Prism and Toyota Corolla are the same car, made on the same assembly line by the same people, using the same parts, and have the same warranty. Yet, the baseline model of the Toyota Corolla sells for $250 more than its counterpart. We can conclude that Toyota Corolla has ________.

Accepted Answer

A) lower brand equity 
B) higher brand equity 
C) better distribution networks 
D) a better advertising agency 
E) better strategic alliances 
A) lower brand equity 
B) higher brand equity 
C) better distribution networks 
D) a better advertising agency 
E) better strategic alliances

Question 5

What are the qualities of a good brand name?

Accepted Answer

Good brand names should say something ab

Question 6

National brands are so-called because they are ________.

Accepted Answer

A) well known throughout the country or even internationally 
B) named after famous Canadian people 
C) gimmicks manufactured in Canada 
D) satisfy the needs of Canadians 
E) advertised only in Canada 
A) well known throughout the country or even internationally 
B) named after famous Canadian people 
C) gimmicks manufactured in Canada 
D) satisfy the needs of Canadians 
E) advertised only in Canada

Question 7

Trademarks are useful because customers ________ them.

Accepted Answer

A) expect 
B) pay for 
C) trust 
D) mistrust 
E) define 
A) expect 
B) pay for 
C) trust 
D) mistrust 
E) define

Question 8

Which of the following is an option for a manufacturer's brand sponsorship for a product?

Accepted Answer

A) subliminal brand 
B) multibrand 
C) public brand 
D) licensed brand 
E) solo-branding 
A) subliminal brand 
B) multibrand 
C) public brand 
D) licensed brand 
E) solo-branding

Question 9

Cheerios launching Walnut Cheerios cereal is an example of ________.

Accepted Answer

A) line extension 
B) brand extension 
C) cobranding 
D) licensing 
E) the product lifecycle 
A) line extension 
B) brand extension 
C) cobranding 
D) licensing 
E) the product lifecycle

Question 10

One disadvantage of store brands is that they are ________.

Accepted Answer

A) harder to establish 
B) well known throughout the country 
C) more expensive than national brands 
D) easy to promote 
E) cheaper to stock than national brands 
A) harder to establish 
B) well known throughout the country 
C) more expensive than national brands 
D) easy to promote 
E) cheaper to stock than national brands

Question 11

A consumer just bought a new smartphone game called "Hippy Monster" from his favourite app retailer. Which of the following is unrelated to his direct experience with the brand?

Accepted Answer

A) a friend telling him about Hippy Monster 
B) downloading the game 
C) buying the game from the app store 
D) the creation of the programming team to create Hippy Monster 
E) playing the game 
A) a friend telling him about Hippy Monster 
B) downloading the game 
C) buying the game from the app store 
D) the creation of the programming team to create Hippy Monster 
E) playing the game

Question 12

What is customer equity?

Accepted Answer

The bottom line of brand equity is custo

Question 13

Sophia is the newly hired brand manager for a new company in southern Ontario. She knows that before consumers respond to a brand they must first ________.

Accepted Answer

A) know about and understand the benefits. 
B) be given coupons 
C) hire a successful olympian to help carry the message 
D) buy full page advertisements in the National Post and Globe and Mail. 
E) talk to salespeople 
A) know about and understand the benefits. 
B) be given coupons 
C) hire a successful olympian to help carry the message 
D) buy full page advertisements in the National Post and Globe and Mail. 
E) talk to salespeople

Question 14

Brand advocacy begins with ________.

Accepted Answer

A) payment 
B) an idea 
C) a touchpoint 
D) trust 
E) a computer 
A) payment 
B) an idea 
C) a touchpoint 
D) trust 
E) a computer

Question 15

A company has four main choices when it comes to brand development. Which of the following best describes these choices?

Accepted Answer

A) brand names, brand extensions, multibrands, or new brands 
B) line extensions, brand names, multibrands, or new brands 
C) line extensions, brand extensions, brand names, or new brands 
D) line extensions, brand extensions, multibrands, or brand names 
E) line extensions, brand extensions, multibrands, or new brands 
A) brand names, brand extensions, multibrands, or new brands 
B) line extensions, brand names, multibrands, or new brands 
C) line extensions, brand extensions, brand names, or new brands 
D) line extensions, brand extensions, multibrands, or brand names 
E) line extensions, brand extensions, multibrands, or new brands

Question 16

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster. This is a good example of ________.

Accepted Answer

A) branding 
B) trademarking 
C) advertising 
D) product mixing 
E) co-branding 
A) branding 
B) trademarking 
C) advertising 
D) product mixing 
E) co-branding

Question 17

In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty. This is an example of ________.

Accepted Answer

A) licensing 
B) ingredient branding 
C) brand extension 
D) megabranding 
E) a brand touchpoint 
A) licensing 
B) ingredient branding 
C) brand extension 
D) megabranding 
E) a brand touchpoint

Question 18

What is licensing a famous person?

Accepted Answer

Licensing is the buying and se

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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 ________.

Accepted Answer

A) profit 
B) extensions 
C) personality 
D) evaluations 
E) word-of-mouth 
A) profit 
B) extensions 
C) personality 
D) evaluations 
E) word-of-mouth

An important task of the brand manager is the management of ________.

Retailers and wholesalers who have created their own brands-such as Walmart's Great Value beverages and food products-are participating in co-branding.

A company might introduce a new brand because ________.

The Chevrolet Prism and Toyota Corolla are the same car, made on the same assembly line by the same people, using the same parts, and have the same warranty. Yet, the baseline model of the Toyota Corolla sells for $250 more than its counterpart. We can conclude that Toyota Corolla has ________.

What are the qualities of a good brand name?

National brands are so-called because they are ________.

Trademarks are useful because customers ________ them.

Which of the following is an option for a manufacturer's brand sponsorship for a product?

Cheerios launching Walnut Cheerios cereal is an example of ________.

One disadvantage of store brands is that they are ________.

A consumer just bought a new smartphone game called "Hippy Monster" from his favourite app retailer. Which of the following is unrelated to his direct experience with the brand?

What is customer equity?

Sophia is the newly hired brand manager for a new company in southern Ontario. She knows that before consumers respond to a brand they must first ________.

Brand advocacy begins with ________.

A company has four main choices when it comes to brand development. Which of the following best describes these choices?

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster. This is a good example of ________.

In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty. This is an example of ________.

What is licensing a famous person?

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

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 ________.

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

An important task of the brand manager is the management of ________.

Retailers and wholesalers who have created their own brands-such as Walmart's Great Value beverages and food products-are participating in co-branding.

A company might introduce a new brand because ________.

The Chevrolet Prism and Toyota Corolla are the same car, made on the same assembly line by the same people, using the same parts, and have the same warranty. Yet, the baseline model of the Toyota Corolla sells for $250 more than its counterpart. We can conclude that Toyota Corolla has ________.

What are the qualities of a good brand name?

National brands are so-called because they are ________.

Trademarks are useful because customers ________ them.

Which of the following is an option for a manufacturer's brand sponsorship for a product?

Cheerios launching Walnut Cheerios cereal is an example of ________.

One disadvantage of store brands is that they are ________.

A consumer just bought a new smartphone game called "Hippy Monster" from his favourite app retailer. Which of the following is unrelated to his direct experience with the brand?

What is customer equity?

Sophia is the newly hired brand manager for a new company in southern Ontario. She knows that before consumers respond to a brand they must first ________.

Brand advocacy begins with ________.

A company has four main choices when it comes to brand development. Which of the following best describes these choices?

Costco recently teamed up with mattress maker Stearns & Foster to market a line of Kirkland Signature mattress sets by Stearns & Foster. This is a good example of ________.

In 2013, pop band One Direction allowed photos and band-related images to be placed on various footwear and apparel created by the Leomil Group in exchange for a royalty. This is an example of ________.

What is licensing a famous person?

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

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 ________.

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