Question 1

Harley Davidson's cake decorating kit tried to appeal to the brand's unparalleled consumer loyalty,but it was considered too tame by their consumer base.This is an example of

Accepted Answer

A)  corporate branding. 
B)  brand extraction. 
C)  brand collusion. 
D)  brand personality destruction. 
E)  brand dilution.

Question 2

Brands are assets that can be legally protected through trademarks.

Accepted Answer

A) True 
 B)False

Question 3

It is almost impossible to watch a sporting event on television without seeing Nike's "swoosh" check mark,which is Nike's

Accepted Answer

A)  name. 
B)  symbol. 
C)  design. 
D)  term. 
E)  theme.

Question 4

In addition to extensive online and outdoor advertising,Under Armour has intensified its ______ efforts by signing Washington Nationals baseball star Bryce Harper to the biggest endorsement deal for an MLB player.

Accepted Answer

A)  logo 
B)  branding 
C)  social media 
D)  value 
E)  differentiation

Question 5

Burger King and Häagen-Dazs ice cream once attempted to use co-branding.What is a likely reason that it failed?

Accepted Answer

The answer of Burger King and Häagen-Dazs ice cream once...

Question 6

Firms that use the same brand name for new products can spend relatively less on marketing costs for the new product because

Accepted Answer

A)  brands protect corporate copyrights. 
B)  consumer loyalty can be bought for less now compared to the past. 
C)  brand equity can be obtained only by means of product line depth. 
D)  people already know what the brand means. 
E)  well-known brands are less likely to introduce brand extensions.

Question 7

When Disney flooded retail stores with products based on its movie,this illustrated

Accepted Answer

A)  strategic brand alteration. 
B)  rebranding. 
C)  brand licensing. 
D)  brand repositioning. 
E)  brand scaling.

Question 8

All of the following statements regarding secondary packaging are true except

Accepted Answer

A)  It can provide information to consumers not found on the primary packaging. 
B)  It is important to the retailer in terms of convenience in handling. 
C)  It can be an important positioning tool to convey the brand image. 
D)  It can allow for cost efficiencies due to larger order and shipment sizes. 
E)  It is of little value to the average consumer.

Question 9

When personal computers were new,people spent considerable time and energy learning about and investigating choices and options.Now,many consumers replace old computers with little research or investigation.In terms of types of products (specialty,shopping,convenience,and unsought goods),how have personal computers changed?

Accepted Answer

The answer of When personal computers were new,people spent considerable...

Question 10

Jake developed a toothpaste using only natural ingredients,and he has been quite successful selling the product in health food stores and some grocery stores.He has recently developed a toothbrush using bamboo and natural components.Jake is considering a __________,giving the toothbrush the same brand name as the toothpaste in order to create greater brand awareness.

Accepted Answer

A)  co-brand 
B)  brand extension 
C)  premium brand 
D)  joint brand 
E)  natural brand

Question 11

What are the brand components used by your university?
C. Also, SC grads refer to themselves as "Carolina" but UNC also uses that name.
The URL: sc.edu-unfortunately, Southern Cal registered usc.edu first!
The logo and symbol: the 1802 insignia.
Characters: A "Gamecock."
Slogan: "Go Cocks"-yes, that is the slogan!
Jingle: For many years South Carolina used the music from Star Wars I as its jingle. There is also "Hail to Thee, Carolina," but no one knows the words.

Accepted Answer

The answer of What are the brand components used by...

Question 12

For a brand name to be effective,it needs to be

Accepted Answer

A)  easy for consumers to recognize and remember. 
B)  a catchy, tongue-twisting phrase. 
C)  a visual image containing human characters. 
D)  generic, so it can be applied to as many products as possible. 
E)  associated with a sports or movie superstar.

Question 13

How do marketers measure the value of a brand?

Accepted Answer

The answer of How do marketers measure the value of...

Question 14

Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product?

Accepted Answer

A)  line extension 
B)  brand extension 
C)  brand dilution 
D)  rebranding 
E)  co-branding

Question 15

What U.S.government agency has the primary responsibility in reviewing food and package labels to ensure claims made by the manufacturer about the product are true?

Accepted Answer

A)  Federal Trade Commission 
B)  Federal Communications Commission 
C)  Consumer Product Safety Administration 
D)  Food and Drug Administration 
E)  Interstate Commerce Commission

Question 16

Why would a firm spend over $2 million for a 30-second ad on television during the Super Bowl?

Accepted Answer

A)  because of the annual competition for the most creative Super Bowl ad 
B)  because the Super Bowl offers an opportunity to create significant brand awareness 
C)  because the Super Bowl is a significant opportunity to be associated with global marketing 
D)  because Super Bowl ads generate brand loyalty 
E)  there is no good reason

Question 17

Firms spend millions of dollars annually to build brand equity,recognizing that brand equity contributes to

Accepted Answer

A)  product mix breadth. 
B)  corporate stakeholder relations. 
C)  profitability. 
D)  brand liability. 
E)  perceived brand personality.

Question 18

When consumers associate a brand with a certain level of quality and familiar attributes,allowing consumers to make quick decisions,the brand

Accepted Answer

A)  establishes novelty. 
B)  is the only one the consumer will consider. 
C)  reduces delivery costs. 
D)  facilitates purchasing. 
E)  creates brand dilution.

Question 19

The Doritos advertising effort of "Live Mas," which is Spanish for "Live More," is meant to suggest a lifestyle aspiration.If consumers make a connection between the Doritos brand and this promotional effort,then Doritos has created

Accepted Answer

A)  brand ownership. 
B)  a brand extension. 
C)  brand loyalty. 
D)  brand dilution. 
E)  a brand association.

Question 20

The company Jorge works for has just acquired a regional grocery store chain.The chain has a very strong reputation among consumers in the states in which it operates.The acquired company owns several private-label brands.Jorge has been asked to prepare a brief about the options for retaining the private-label brands that the chain had been selling.What are the key points Jorge should include?

Accepted Answer

The answer of The company Jorge works for has just...

Exam 11: Product,branding,and Packaging Decisions