IBM chapter 11

Select from the following the ways in which a brand adds value to organizations. reducing a firm's competition providing recognizable goods and services generating more revenue generating loyal customers fostering support for nonprofit organizations

providing recognizable goods and services generating more revenue generating loyal customers fostering support for nonprofit organizations

Brand ________ research helps marketers understand which brands stand out in a consumer's memory and what the strength of his or her association is the the brand.

recognition

Brand-loyal customers are an important contributor to a firm's long-term success and profitability because they typically exhibit ________. More price sensitivity More enthusiasm for promotional campaigns More frequent use of coupons and rebates less enthusiasm for promotional campaigns less price sensitivity

less price sensitivity

After Trevor bought his first pair of Levis, he was pleased that he did. He likes the feel of the jeans and the way they fit. Even though there are many brands to choose form, Trevor is certain he will continue buying Levis for years to come. In terms of brand equity, this exemplifies the fact that _________. Advertising a brand if the surest way to ensure repeat purchasing Brand image is the main reason consumers continue to purchase a product Brand equity increases a firm's ability to succeed in a difficult competitive environment Consumers do not like change when it comes to purchasing products Brand equity does not allow consumers to objectively evaluate alternative products.

Brand equity increases a firm's ability to succeed in a difficult competitive environment

When the makers of Budweiser beer decided to create a line of barbecue sauces, the company was using a ______ strategy. Brand extension Cannibalization Co-branding Private label Brand revitalization

Brand extension

When a consumer displays a steadfast allegiance to a brand by repeatedly purchasing it, that consumer is exhibiting _________ ________.

Brand loyalty

One basic type of ________ ______ measure is to give consumers a set of single product names, images, or slogans in a survey and ask consumers to identify which timers they've previously see or heard of.

Brand recognition

A problem associated with a brand extension strategy, ___________ occurs when the new product takes sales away from the firm's existing products rather than generating additional revenues through the new sales.

Cannibalization

A firm that uses a variety of marketing research tools to better understand the thoughts feelings and concerns of its customers is utilizing which element of creating a successful brand? Proving a consistent message Delivering a quality product Eliminating competition Providing a consistent image Capturing feedback

Capturing feedback

A firm that decided to increase its own brand equity by leveraging the equity of another brand is utilizing what type of brand strategy? Co-branding Brand Extension Re-branding Brand Revitalization Private-label branding

Co-branding

When the makers of Lays potato chips teamed with the makers of KC Masterpiece barbecue sauce to create a new line of barbecue potato chips, it demonstrated which brand strategy? Brand revitalization Brand extension Co-branding Re-branding Partner branding

Co-branding

Which of the following are common brand strategies? Brand recognition Co-branding Brand revitalization Brand Extension Brand recall

Co-branding Brand revitalization Brand Extension

What two facets of nonprofit organizations makes branding more critical for them as compared to for-profit organizations? Limited staff Lack of global presence Limited funds Complex goals Varied audience

Complex goals Varied audience

As a marketer, Jared is in charge of building his firm's brand. While meeting with his marketing team he tells them that in order to build a successful brand, it is crucial that all of their marketing decisions, promotions, and employees reinforce the brand by providing a(n) _______ experience in the minds of consumers. Consistent Unique Ambiguous Unpredictable Simplistic

Consistent

A ____________ brand is a brand that is marketed under the same name in multiple countries.

Global

Young and Rubicam's BrandAsset Valuator suggests that brand equity is based on which of the following dimensions? Esteem Knowledge Differentiation Relevance Consistency Value

Esteem Knowledge Differentiation Relevance

A brand __________ strategy enables new products to profit from the recognition and acceptance the brand already enjoys.

Extension

Whether you are building a brand for your firm's product or your own personal brand, the process involves how many essential components? Three two five four seven

Four

According to a 2011 survey conducted by Neilsen, the top reason consumers connect with brands via social media is to ________. Complain about a company Learn more about a products Give recognition for a job well done Receive discounts and coupons bond with others

Give recognition for a job well done

What mistake is commonly made by U.S. firms in adapting their brands to the global market? Using a product's packaging as the main way to appeal to a local culture Foregoing advertising by assuming that other cultures already know about the brand Failing to transalte promotional materials correctly so that the meaning becomes misconstructed Grouping nations together and assuming those consumers have similar tastes and brand preference

Grouping nations together and assuming those consumers have similar tastes and brand preference

Ford Motor Company's advertising tag line "Built Ford Tough" highlights how the company's trucks are durable, strong, and built to last. As such, consumers equate Ford trucks with being "tough." The association that consumers make with the Ford brand is referred to as brand _____. Expectation Recognition Equity Image Awareness

Image

What is another name for private label brands? Manufacturer brands Store brands Consumer brands Generic brands Co-brands

Store brands

As the text shares, for U.S. brands to be successful in _________, marketers often rebrand their product or pursue a co-branding strategy with a local brand. This is done to combat the fact that these consumers have relatively negative attitudes toward foreign brands.

Korea

Brand _________ typically develops because of a customer's satisfaction with an organization's products. The customer will buy the product even if it is priced higher than a similar product on sale.

Loyalty

Martina's family has always owned Macintosh computers and has been very pleased with them. Martina will be heading off to college soon and is looking to purchase a laptop of her own. She doesn't even want to look at other manufacturers because she feels that the Macintosh laptops are the best. Martina is exhibiting brand ________. Loyalty Discrimination Recognition Omission Exclusion

Loyalty

On the grocery shelf at Whole Foods, there are two types of yogurt. Cannon, which is a ________ brand, and 365 Everyday Value, which is a _________ brand and sold by Whole Foods.

Manufacturer; private-label

The images of Colonel Sanders' smiling face that customers instantly recognize represents a brand _______ for Kentucky Fried Chicken

Mark

When choosing a brand strategy, marketers should make sure the strategy aligns with the overall __________ strategy the firm established in its marketing plan.

Marketing

The elements of a brand not expressed in words that a consumer instantly recognizes, such as a symbol, color, or design are called brand ________. Images Features Pictures Identifiers Marks

Marks

When choosing a brand strategy, marketers aim to ________ their brand equity, without __________ profits or damaging the attractiveness of the brand.

Maximize; Diluting

Belinda owns a small company that makes cookies and cupcakes. Since her company is small, she does not have the budget to advertise her product on television, the radio, or in newspapers. Belinda is not worried however, since she knows that she can get consumers' attention with the attractive box her products come in. She plans to build her brand through the _________ of her product

Packaging

When it comes to adapting brands to the global market, marketing professionals often appeal to the local culture through a product's __________.

Packaging

_________ refers to all the activities involved in designing and producing the container for a product. Containment Housing Marketing Packaging Distribution

Packaging

Jeffrey is known around the office as a hard worker and someone you can count on to be a team leader. These characteristics make up his ______. Personal brand Primary brand Reflection Social brand Outward appearance

Personal brand

_______ research is particularly helpful in identifying the sources or brand equity and its role in consumer decisions

Qualitative

Another name for a brand revitalization strategy is ___________.

Rebranding

A marketer is using a brand _______ strategy if he or she asks consumers "When you think of a great tasting soft drink, what brands come to mind?"

Recall

For years Tropicana used the image of a straw embedded into an orange on its cartons of orange juice. Customers could easily identify the brand by this image, so when the company changed the image to a simple glass of orange juice, customer reacted negatively--going so far as to say they image was "ugly" and reminded them a "generic bargain brand." This is can example of how important it is for a company to have an image or logo that promotes brand __________.

Recognition

When consumers decide how appropriate a brand is to them, they are exhibiting the _______ dimension of the BrandAsset Valuator

Relevance

Private label brands are products developed and sold by a specific _______

Retailer

______________ ______________ tools are particularly important for nonprofit marketers because of their low cost relative to other traditional brand-building media, such as television of advertising.

Social media

Which of the following are advantaged to using tools like Google Alerts and Social Mention to monitor a firm's social brand? They point out false reports posted about a brand. They are easy to set-up They allow firms to recognize potential threats to their brand quickly They allow firms to black negative posts from consumers They are relatively inexpensive to use

They are easy to set-up They allow firms to recognize potential threats to their brand quickly They are relatively inexpensive to use

According to research conducted by Nielsen, which of the following are the top three reasons consumers connect with brands via social media? To learn more about a product To give recognition for a job well done To protect others To inquire about possible job openings To relay new product ideas

To learn more about a product To give recognition for a job well done To protect others

Which of the following would be considered ineffective packaging of your personal brand when marking on a job interview? Unprofessional attire poor grammar in your correspondence revealing your personal accomplishments typographical errors on your resume arriving late for the interview highlighting your jobs skills

Unprofessional attire poor grammar in your correspondence typographical errors on your resume arriving late for the interview

Of the following, which are qualitative research methods? Brand recall free association projective techniques brand recognition

free association projective techniques

Co-branding involves ____________. Two companies issuing two different products, but using the same name one company linking two of its brands one company promoting the same product under two different names two companies issuing single product one company using two or more companies for promoting its products

two companies issuing single product

Which is the biggest challenge in global branding?

Remaining easily recognition at any location while remaining compatible with the local culture and traditions

Your text define a(n) ______ as the name, term, symbol, design, or any combination of these that identifies and differentiates a firm's products Image Brand Patent Label Copyright

Brand

In a brand revitalization strategy, a firm seeks to recapture lost sources of __________ ___________ and identify and establish new sources of the same.

Brand equity

On a personal level, having a high personal __________ ________ translates into a larger salary and more career opportunities similar to how it increases a firm's ability to succeed in a difficult competitive environment.

Brand equity

Which of the following are quantitative research techniques for measuring brand equity? Free association Projective techniques Brand recognition Brand recall Focus groups

Brand recognition Brand recall

Which of the following exemplifies how customer use social media to engage with brands on a customer-service level? Sheryl orders a product online direct from the manufacturer's website Brandi tweets @CheggHelp to inquire about a refund on a textbook she purchased Phil posted a video of himself on tumblr using his new longboard Derrick suggested that his mom buy her new camera on Amazon

Brandi tweets @CheggHelp to inquire about a refund on a textbook she purchased

For a nonprofit organization, its _______ needs to motivate its donors, staff, volunteers, beneficiaries, and partners.

Brands

For nonprofit organization, its ________ needs to motivate its donors, staff, volunteers, beneficiaries, and partners.

Brands

Coca-Cola sells its products all over the world under the same name. Based on the definition provided in your text, Coca-Cola is considered a(n) _________ brand. National Exported Corporate Global Multinational

Global

When building a successful brand, which of the following should a firm look to achieve regarding its brand message? The brand message should remind consumers about the product attributes they care most about The brand message should share all of the individual good things about the product The brand message should be easy to remember The brand message should point out negative aspects of the competition The brand message should be consistent and concise

The brand message should remind consumers about the product attributes they care most about The brand message should be easy to remember The brand message should be consistent and concise

Having a high level of _______ ______ is most helpful in facilitating a brand's expansion into new markets.

brand equity

In brand revitalization strategy, a firm seeks to recapture lost sources of __________ ________ and identify and establish new sources of the same.

brand equity

Which of the following are ways in which social media can support the goal of building a successful brand? by proving more than one venue for customer to purchase a product by generating positive word-of-mouth about the brand on social networks by allowing a firm to develop deeper relationships with customers by providing a forum for customers to voice their complaints

by generating positive word-of-mouth about the brand on social networks by allowing a firm to develop deeper relationships with customers

In today's world, a marketer is best positioned for success if he or she can _______. consistently craft messages onto print ads connect with customers through the use of social media be creative at crafting messages onto digital materials specialize in the use of one medium and use it consistently promote the use of traditional forms of media

connect with customers through the use of social media

The maker of Monster energy drinks promotes its brand as a drink for young males who love extreme actions and motor sports. If the company decided to promote its product at gold tournaments, it would be failing to _______. Capture feedback create a consistent public message create a consistent brand image advertise in more than one outlet deliver a quality product

create a consistent brand image

Which of the following are the four essential components of building a successful brand? monitor the competitive environment create consistent brand messaging train and empower employees create a consistent brand image deliver a quality product capture feedback

create consistent brand messaging create a consistent brand image deliver a quality product capture feedback

Select from the following three major benefits high brand equity brings to marketers. It can contribute to positive perception of product quality. it facilitates a brand's expansion into new markets. it increases a firm's ability to succeed in a difficult competitive environment it facilitates the creation of a constant brand image and message it can contribute to negative perception of the competitor's products.

it increases a firm's ability to succeed in a difficult competitive environment It can contribute to positive perception of product quality. it facilitates a brand's expansion into new markets.

As your text notes, when implementing a brand revitalization strategy, it is often necessary to begin by _______. Changing the product altogether Drastically reducing the products price rebuilding trust with consumers eliminating the competition re-advertising the product

rebuilding trust with consumers