Question 1

Products developed by a retailer and sold only by that specific retailer are known as

Accepted Answer

A)  manufacturer brands.
B)  co-brands.
C)  generic brands.
D)  licensed brands.
E)  private label brands.

Question 2

Super ________ can be described as men and women typically between 18 and 49 years old who reach a large number of potential consumers through social media.

Accepted Answer

The answer of Super ________ can be described as men...

Question 3

By changing a product's ________ marketers can often appeal to local cultures.

Accepted Answer

The answer of By changing a product's ________ marketers can...

Question 4

The phrase Finger Lickin' Good is a brand mark for Kentucky Fried Chicken (KFC).

Accepted Answer

A) True 
 B)False

Question 5

Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is based on what four dimensions?

Accepted Answer

A)  relevance, recognition, image and esteem
B)  image, loyalty, messaging, and recognition
C)  loyalty, esteem, image, and recognition
D)  differentiation, relevance, esteem, and knowledge
E)  differentiation, recognition, knowledge, and image

Question 6

According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential consumers through social media are referred to as

Accepted Answer

A)  opinion leaders.
B)  product gurus.
C)  online persuaders.
D)  social networking stars.
E)  super influencers. D

Question 7

Which brand in 2018 was ranked as the most loved brand on social media by Millennials, in part because of the specials it offered to its most loyal customers?

Accepted Answer

A)  Macy's
B)  McDonalds
C)  Barnes and Noble
D)  Starbucks
E)  Subway

Question 8

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called

Accepted Answer

A)  dual branding.
B)  partner branding.
C)  brand revitalization.
D)  co-branding.
E)  brand extension.

Question 9

A brand that is marketed under the same name in multiple countries is referred to as a ________ brand.

Accepted Answer

The answer of A brand that is marketed under the...

Question 10

Both Walgreen's and CVS have developed their own versions of products such as allergy medication, pain relievers, and cold remedies. Each retailer developed the products and they are sold only in their own stores. These types of products are referred to as private label brands.

Accepted Answer

A) True 
 B)False

Question 11

You are a new company in the marketplace and want to establish a successful brand. Explain what companies need to do to in order to develop a successful brand.

Accepted Answer

There are four essential components to a successful brand:Companies should strive to deliver a product that provides value. The product should attract a positive reaction from consumers, whether that's achieved through packaging, delivery, or the value it offers to users. A strong brand provides continued value and quality to customers over time.Companies need to create a consistent brand image. All of the firm's marketing decisions, promotions, and employees should reinforce the brand by providing a consistent experience in the minds of consumers.Companies need to create consistent brand messaging. As with brand image, brand messaging should be consistent and concise. It should be easy to remember and remind consumers about the product attributes they care about most. Marketers commonly make the mistake of trying to share all of the individual good things about their organization's product, but multiple different messages can potentially confuse customers as to why they should purchase a specific brand.It is important that companies capture customer feedback. Since the real power of a brand exists in the minds of consumers, marketers must always capture and analyze customer feedback. Companies with strong brands are typically great listeners and use a variety of marketing research to better understand the thoughts, feelings, and concerns of their customers.

Question 12

The best way for firms to manage a brand is to craft unique messages and deliver them through print media.

Accepted Answer

A) True 
 B)False

Question 13

You own a candy bar company and are considering changing your packaging (candy wrapper or box)to be more environmentally friendly by using different (recycled or biodegradable)materials and less of those materials. This is a very socially responsible strategy on your part, but what functions of packaging must you not lose in this change?

Accepted Answer

Packaging involves all the activities of designing and creating a container for a product. After your change, your packaging must still protect its contents and allow customers to easily identify your product. Packaging is an important component in promoting and reinforcing your brand image. The packaging through its shape, colors, graphics, etc. allows your customers to quickly identify your product and differentiates it from your competitors. Your packaging could also be a gauge of your product's quality by communicating the product quality through the various aspects of the packaging.

Question 14

What type of research involves asking consumers what comes to mind when they think about the brand?

Accepted Answer

A)  free thought
B)  aided recall
C)  unplanned response
D)  unaided recall
E)  free association

Question 15

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online?

Accepted Answer

A)  Google Alerts
B)  Social Mention
C)  Twitter Search
D)  Hootsuite Impact
E)  UTM Parameters

Question 16

Brand image is the unique set of associations target customers or stakeholders make with a brand.

Accepted Answer

A) True 
 B)False

Question 17

According to your text, an effective nonprofit brand should be all of the following except

Accepted Answer

A)  unique.
B)  detailed and thought-provoking.
C)  pleasing to the eye and ear.
D)  reflective of the organization.
E)  easy to remember.

Question 18

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called ________.

Accepted Answer

The answer of A strategy in which two or more...

Question 19

Brand marks are elements of a brand that can be expressed in all of the following ways except with

Accepted Answer

A)  symbols.
B)  designs.
C)  words.
D)  colors.

Question 20

According to your text, what is the biggest challenge in global branding?

Accepted Answer

A)  translating promotional materials into another language so that the meaning does not get lost
B)  adhering to the regulations of other countries when promoting the product
C)  coming up with different brand strategies for different countries
D)  staying easily recognizable at any location, while remaining compatible with local culture and traditions
E)  grouping nations with consumers that have similar tastes and brand preferences

Exam 14: Branding

Products developed by a retailer and sold only by that specific retailer are known as

Correct Answer
verified

Super ________ can be described as men and women typically between 18 and 49 years old who reach a large number of potential consumers through social media.

Correct Answer
verified

By changing a product's ________ marketers can often appeal to local cultures.

Correct Answer
verified

The phrase Finger Lickin' Good is a brand mark for Kentucky Fried Chicken (KFC).

Correct Answer
verified

Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is based on what four dimensions?

Correct Answer
verified

According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential consumers through social media are referred to as

Correct Answer
verified
D

Which brand in 2018 was ranked as the most loved brand on social media by Millennials, in part because of the specials it offered to its most loyal customers?

Correct Answer
verified

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called

Correct Answer
verified

A brand that is marketed under the same name in multiple countries is referred to as a ________ brand.

Correct Answer
verified

Both Walgreen's and CVS have developed their own versions of products such as allergy medication, pain relievers, and cold remedies. Each retailer developed the products and they are sold only in their own stores. These types of products are referred to as private label brands.

Correct Answer
verified

You are a new company in the marketplace and want to establish a successful brand. Explain what companies need to do to in order to develop a successful brand.

The best way for firms to manage a brand is to craft unique messages and deliver them through print media.

Correct Answer
verified

What type of research involves asking consumers what comes to mind when they think about the brand?

Correct Answer
verified

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online?

Correct Answer
verified

Brand image is the unique set of associations target customers or stakeholders make with a brand.

Correct Answer
verified

According to your text, an effective nonprofit brand should be all of the following except

Correct Answer
verified

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called ________.

Correct Answer
verified

Brand marks are elements of a brand that can be expressed in all of the following ways except with

Correct Answer
verified

According to your text, what is the biggest challenge in global branding?

Correct Answer
verified

Exam 14: Branding

Products developed by a retailer and sold only by that specific retailer are known as

Correct AnswerverifiedShow Answer

Super ________ can be described as men and women typically between 18 and 49 years old who reach a large number of potential consumers through social media.

Correct AnswerverifiedShow Answer

By changing a product's ________ marketers can often appeal to local cultures.

Correct AnswerverifiedShow Answer

The phrase Finger Lickin' Good is a brand mark for Kentucky Fried Chicken (KFC).

Correct AnswerverifiedShow Answer

Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is based on what four dimensions?

Correct AnswerverifiedShow Answer

According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential consumers through social media are referred to as

Correct AnswerverifiedD

Which brand in 2018 was ranked as the most loved brand on social media by Millennials, in part because of the specials it offered to its most loyal customers?

Correct AnswerverifiedShow Answer

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called

Correct AnswerverifiedShow Answer

A brand that is marketed under the same name in multiple countries is referred to as a ________ brand.

Correct AnswerverifiedShow Answer

Both Walgreen's and CVS have developed their own versions of products such as allergy medication, pain relievers, and cold remedies. Each retailer developed the products and they are sold only in their own stores. These types of products are referred to as private label brands.

Correct AnswerverifiedShow Answer

You are a new company in the marketplace and want to establish a successful brand. Explain what companies need to do to in order to develop a successful brand.

The best way for firms to manage a brand is to craft unique messages and deliver them through print media.

Correct AnswerverifiedShow Answer

What type of research involves asking consumers what comes to mind when they think about the brand?

Correct AnswerverifiedShow Answer

What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100 platforms, isolating relevant keywords and measuring the brand's impact online?

Correct AnswerverifiedShow Answer

Brand image is the unique set of associations target customers or stakeholders make with a brand.

Correct AnswerverifiedShow Answer

According to your text, an effective nonprofit brand should be all of the following except

Correct AnswerverifiedShow Answer

A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company's brand is called ________.

Correct AnswerverifiedShow Answer

Brand marks are elements of a brand that can be expressed in all of the following ways except with

Correct AnswerverifiedShow Answer

According to your text, what is the biggest challenge in global branding?

Correct AnswerverifiedShow Answer

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D

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