chapter 9 multiple chice
1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing.
a great product or service
2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps?
a. Measuring consumer brand knowledge
3. The American Marketing Association defines a ________ as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”
4. Consumers learn about brands through ________ and product marketing programs.
b. past experiences with the product
5. ________ is endowing products and services with the power of a brand.
6. Brand ________ is the added value endowed to products and services.
7. The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time.
e. customer-based brand equity
8. ________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.
b. Customer-based brand equity
9. If consumers do not demonstrate different responses to different brands within a product category, then the products are essentially commodities or generic versions and competition will probably be based on ________.
10. When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand ________.
11. The challenge for marketers in building a strong brand is ________.
a. ensuring that customers have the right type of experiences with products and their marketing programs to create the desired brand knowledge
12. Strong brands possess all of the following marketing advantages EXCEPT ________.
c. guaranteed profits
13. ________ is what drives the differences that manifest themselves in brand equity.
d. Consumer knowledge
14. When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________.
a brand promise
15. There are five key components—or pillars—of brand equity. Which of those components or pillars measures the breadth of a brand’s appeal?
16. Three pillars that point to the brand’s future value, rather than just reflecting its past, are differentiation, energy, and relevance. Differentiation, energy, and relevance combine to determine what is called brand ________.
17. According to Young and Rubicam’s brand asset valuator, a brand’s ________ measures how well the brand is regarded and respected.
18. David Aaker views brand equity as a set of three categories of brand assets and liabilities linked to a brand that add or subtract from the value provided by a product or service. They include all of the following EXCEPT ________.
19. According to Aaker, a particularly important concept for building brand equity is ________—the unique set of brand associations that represent what the brand stands for and promises to consumers.
20. According to the BRANDZ model of brand strength, brand building involves a sequential series of steps. Which of these steps would address or answer the question, “Do I know about it?”?
21. All of the following are considered to be among the “six brand building blocks” EXCEPT ________.
22. With respect to the “six brand building blocks,” ________ focus on customers’ own personal opinions and evaluations.
23. With respect to the brand building pyramid, at which of the following “building block levels” would we expect the consumer to develop an intense, active loyalty?
24. From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald’s decided to use the “golden arches” and Ronald McDonald as symbols of their brand?
c. The initial choices for the brand elements or identities making up the brand
25. ________ are those trademarkable devices that serve to identify and differentiate the brand.
26. Six brand elements assist in brand building. Which of the following would NOT be among those preferred brand elements?
27. If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.
28. Brand names are not the only important brand element. Often, ________, the more important it is that brand elements capture the brand’s intangible characteristics.
a. the less concrete brand benefits are
29. With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful “hooks” or “handles” to help consumers grasp what the brand is and what makes it special.
30. A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer’s product or service.
31. The rapid expansion of ________ has created opportunities to personalize marketing.
32. ________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.
a. Personalizing marketing
33. The traditional “marketing-mix” concept and the notion of the “four Ps” may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.
e. Integration marketing
34. For a brand to succeed, marketers must “walk the walk” and ensure that employees and marketing partners do the same. Marketers often must use ________ to motivate those groups to support the brand.
35. Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public. Shell promotions, employees, and distributors send a common and consistent message about delivering on Shell promises to Mr. Thomas. Mr. Thomas is most likely experiencing ________.
36. Brand equity can be built by ________—linking the brand to other information in memory that conveys meaning to customers.
37. Which of the following is NOT a main secondary source of brand knowledge?
d. Local, state, and federal governments
38. Which of the following is one of the main ways to measure brand equity?
c. Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
39. A brand manager is concerned that his organization’s brand image and physical sales are slipping in the marketplace. The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand’s equity. Which of the following terms will most likely provide the structure and process for the manager’s investigation?
a brand audit
40. ________ are a means of understanding where, how much, and in what ways brand value is being created, to facilitate day-to-day decision making.
41. A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called ________.
the brand value chain
42. Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.
b. customer multiplier
43. ________ is the job of estimating the total financial value of the brand.
44. A company’s major enduring asset is ________.
45. The first step in the brand valuation process is ________.
d. the division of markets in which the brand is sold into mutually exclusive customer segments
46. When a firm uses an established brand to introduce a new product, it is called a________.
47. A parent brand that is associated with multiple products through brand extensions can also be called a ________.
48. A ________ consists of all products—original as well as line and category extensions—sold under a particular brand.
49. A major advantage of a(n) ________ strategy is that the company does not tie its reputation to the product.
50. Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.
51. According to Ries and Trout, Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, as well as chocolates and candies.
a. “line-extension” trap
52. Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings—in effect ________ the parent brand.
53. A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.
54. Marketers introduce multiple brands in a category for all of the following reasons EXCEPT ________.
e. to reduce manufacturing costs and complexity
55. The hallmark of an optimal brand portfolio is ________.
a. the ability of each brand to maximize equity in combination with all the other brands in it
56. ________ brands are positioned with respect to competitors’ brands so that more important (and more profitable) flagship brands can retain their desired positioning.
57. The role of a ________ in the brand portfolio often may be to attract customers to the brand franchise. Trading up will often occur with this type of brand.
e. low-end entry-level brand
58. In its focus on bottom-line financial value, the ________ approach often overlooks the “option value” of brands and their potential to affect future revenues and costs.
59. According to Scott Bedbury’s book, A New Brand World, all of the following are considered to be important principles for 21st-century branding EXCEPT ________.
a. consumers will tell you what your brand image should be
108. Marketers of successful 21st-century brands must excel at ________—the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value.
c. strategic brand management
109. Coca-Cola, Calvin Klein, Gucci, Tommy Hilfiger, Marlboro, and others have become leaders in their product categories by understanding ________ and desires and creating relevant and appealing images around their products.
110. During the Pepsi Challenge campaign, launched while Coke was clearly the market leader by sales, consumers were given blind taste tests of Pepsi and Coke and asked which flavor they preferred. Apparently, people preferred the taste of Pepsi in blind taste tests, but bought Coke when they visited the store. This is an example of Coke’s ________.
a. customer-based brand equity
111. A marketing manager stresses to a newly hired brand manager the importance of having a strong brand. All of the following would be advantages that the marketing manager might stress to his subordinate EXCEPT ________.
112. Apple Computer achieves incredible brand loyalty largely by delivering on its ________ to “create great things that change people’s lives” by combining superior design functionality and style in its products.
113. If a manager is looking for a “report card” on past performance of a brand, he or she should turn to an examination of the brand ________.
114. Matt always thinks of Varta batteries when he thinks of a dependable car battery. This is an example of brand ________.
115. The famous “Plop, plop, fizz, fizz! Oh, what a relief it is!” campaign is a good example of what is called a brand ________.
116. Although initially an online book seller, Amazon.com chose not to call itself “Books ‘R’ Us,” enabling it eventually to sell a wide range of products. This naming decision makes the brand element more ________.
117. The face of Betty Crocker has been updated several times in the past 75 years without losing any of its brand recognition. This brand element is ________.
118. Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding, MBX, and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.
119. According to Seth Godin, marketers can no longer use ________. Instead, marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.
b. interruption marketing
120. If the Singapore Airlines sends employees to special classes to teach them the value of the brand and how inflight service is much more than just flying from origin to destination, Singapore Airlines is using ________ to accomplish this task.
121. IBM’s e-business campaign not only helped to change public perceptions of the company in the marketplace, it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology. This is an example of ________.
b. linking internal and external marketing
122. Irene and Dave Wong are part of a long-term ________. The Wong’s supply a national research firm with information about their brand habits, preferences, dislikes, and beliefs on a monthly basis for a period of two years.
123. Meiji has introduced several types of yogurt ________ through the years—Nata de Coco, All Tropical Fruit, and Berry Blends.
124. Customers can now buy McClaren strollers and apparel, which are not manufactured by McClaren, but are instances where McClaren has received payment from the manufacturers of these products to use McClaren’s brand name. These items are considered ________.
a. licensed products
125. Many firms use ________ in order to take advantage of corporate-image associations such as innovativeness, expertise, and trustworthiness to directly influence consumer evaluations.
c. blanket family names
126. Four general strategies can be used in branding. Which of the following strategies is the one used by Kellogg’s when it follows a subbranding policy with Kellogg’s Rice Krispies, Kellogg’s Raisin Bran, and Kellogg’s Corn Flakes?
e. Corporate name combined with individual product names