Duggafrågor TEAE15

In the brand-value chain, the marketing campaign investment focuses on quantity, not quality

(False)

When determining the attractiveness of a product category, besides the aggregate market and category factors, the ___ factors need to be evaluated

(Present) but mainly future environmental (macro)

When a firm chooses PODs, it is very important that the customers find both the criteria of ___ fulfilled

Desirability and deliverability

Of the five levels of a product, the ___ product level is a set of attributes or characteristics that buyers normally expect and agree to when they purchase a product

Expected

A brand never needs to update its position since a position does not depend on changes in the market

False

A category extension means that the parent brand is used for a product that targets a new market segment within a product category served by the parent

False

When POPs and PODs are negatively correlated (which is quite common), an expensive and never effective approach to help consumers separate them, is to run separate marketing campaigns

False

When applying multi-channel strategies, retailers do not need to ensure that consumers have rewarding experiences in all of these channels

False

Revitalizing strategies only involve "back to basics"

False, there's much more to it

Recommendations may not be based on the analysis, only the data as such

No, recommendations can only be based on the conclusions and analysis, not on the data per se (False

When maintaining brand consistency, it should only be viewed in terms of the tactics employed by the marketing campaign, not the strategic direction

No, that is incorrect (False)

One of the least important visual elements for a package is its color

No, that is obviously very important (False)

A product and a brand is by definition the same thing

No, the brand is what differentiates the product from competitors (False)

In high-tech companies, branding should focus on the engineers' wants and needs, not the customers'

Nope, that is just a fördom (False)

One of the two roles of defining branding strategies and brand architecture is to maximize transfer of equity to/from the brand to products, maximization improves trial and repeat purchase

Yes, it is very true (True)

Brands should have duality, i.e. appeal to both the brain and the heart

Yes, otherwise there is a risk that the one kind of rules out the other (True).

A cash cow is a brand that is kept despite dwindling (sjunkande) sales since they manage to attract a sufficient number of customers, yet with little marketing support

Yes, that is absolutely correct (True)

The breadth of a branding strategy concerns the number and nature of products linked to the brands sold by a company

Yes, that is correct (True)

When considering secondary brand associations, using a corporate brand is always useful, regardless of the awareness and image involved

Yes, that is correct (True)

Two of the seven deadly sins of brand management concern failure to be patient with the brand and failure to adequately support the brand

Yes, that is kind of the point of brand management (True)

Two of the disadvantages of brand extension is that consumers may get confused and the brand meaning may be diluted

True

Money spent on manufacturing and marketing products needs to be seen as investments, where the ___ (of these investments) is the most critical factor

Quality

Specified research questions (SRQs) get their answers in the ___

Analysis

Non-word mark (or abstract) logos are often called symbols

True, that's what they are called

Of the six criteria for choosing brand elements, ___ are seen as brand-preserving or defensive-minded in nature

Adaptable, transferable and protectable

A ___ is a comprehensive examination of a brand involving activities to e.g. uncover its sources of equity and suggest ways to improve or exploit that equity

Brand audit

Since customers may transcend specific brand quality concerns to form judgements with respect to the company or organization behind the brand, ___ becomes important

Brand credibility

___ are trademarkable devices that serve to identify and differentiate the brand

Brand elements

A ___ is a term to depict when a firm uses an established brand name to introduce a new product (regardless of type)

Brand extension

___ (of the CBBE model) involves the extrinsic properties of e.g. a product, including how it tries to meet psychological and social needs

Brand imagery

___ (of the CBBE model) focuses on the customers' personal opinions and evaluations

Brand judgements

Can be characterized in the terms of the two components awareness and image

Brand knowledge

A ____ consists of all products (original and extensions) sold under a particular brand

Brand line

The heart and soul of a brand is articulated in the form of a ___

Brand mantra

___ (of the CBBE model) relates to ways in which a product or service attempts to meet customers' more functional needs

Brand performance

In a brand product matrix, a ___ consists of all brands and brand lines, a company sells in particular product category

Brand portfolio

___ (of the CBBE model) relates to the aspects of of the awareness of the brand

Brand salience

___ (of the CBBE model) relates to the aspects of the awareness of the brand

Brand salience

___ are brands, which manage to hold on to customers and manage their their profitability with little marketing support

Cash cows

Corporate customers are typically committing to a long-term relationship and therefore, high-tech companies should establish a strong ___ that will endure over time

Corporate brand

Corporate customers are typically committing to a long-term relationship/lookin for stability and therefore, high-tech companies should establish strong ___ that will endure over time

Corporate brand

In the brand value-chain the value stage ___ is about in what ways customers have changed their minds as a result of the marketing program

Customer mindset

One of the two roles of defining branding strategies and brand architecture is to minimize transfer of equity to/from the brand to products (and thereby improve trial and repeat purchase)

False

Two factors with no effect what-so-ever on the quality of a marketing campaign are relevance and clarity

False

Color is never a critical element of packaging

False, it is very important

___ is the value a firm could extract from a brand via optimally designed marketing strategies, programs and acitivities

Inherent brand potential

The foundation of the validity of a scientific study is laid in the ___

Introduction

The CBBE model clearly reinforces that a firm can take many shortcuts with brands

Lol, no (False)

The second factor (step) predicting the extent of leverage that might result from linking a brand to another entity (a secondary brand) involves the ___ of the knowledge of the entity

Meaningfulness

Of the six criteria for choosing brand elements, ___ are seen as brand-building or offensive-minded in nature

Memorable, meaningful and likeable

Slogans may never include the brand name, since that hinders building brand awareness and image

No (False)

Brand image only reflect characteristics of the product

No, brand image refers to each and every individual customers opinion about the brand (False)

For a firm with lower reputation, it should use ESM (earned social media) to address various forms of negativism

No, it should use owned social media for that (False)

There is only one (1) guide for the Harvard system of referencing to suit all the referencing needs

No, multiple guides exist (False)

Regardless of how well managed, OSM can never affect ESM conversations positively

No, owned social media can actually do that (False)

___ are associations that may be shared with other brands

Points of parity (PODs)

A ___ is the set of all product lines and items sold

Product mix

By ___ you show in which way various theories (and their parts) or theoretical perspectives actually belong together

Relating, you compare theories with each other

Associations linked to PODs need to be ___

Strong, favorable and unique

Of the five levels of a product, the ___ product level includes additional attributes, benefits or related services that distinguish the product from competitors

The augmented product level

(of the brand hierarchy) are restricted to essentially one product category, although there may be many product types offered

The individual brand

___ needs to be educated with regard to how brand value is is created and delivered

The whole organization

Constant changes of ad agencies may lead to poor brand consistency

True

Laddering involves a progression from attribute to benefits to more abstract values or motivations (often using Maslovs's hierarchy)

True

One of the factors affecting the effectiveness of advertising alliances for new products is the degree of complementarity between the featured products

True

The depth of a branding strategy concerns the number and nature of brands marketed in the product class sold

True

Successful brands need to - at least - balance bottom-up and top-down brand management activities

True!

Country of origin branding is used since many geographic areas has become known for e.g. expertise within particular product categories

Yes (True)

One of the factors in the marketplace conditions multiplier (in the brand-value chain) is how many and what types of customer are attracted to the brand

Yes (True)

One of the factors used to evaluate the extent to which value created in the minds of the customers affects market performance is how many and what types of customer are attracted to the brand

Yes (True)

When POPs and PODs are negatively correlated (which is quite common) an expensive and effective approach to help consumers separate them, is to run separate marketing campaigns

Yes (True)

When considering secondary brand associations, using a corporate brand is always useful, regardless of the awareness and image involved

Yes (True)

Two of the five factors seen as key to enduring brand brand leadership are financial commitment and relentless innovation

Yes, (True)

A positive brand image is created by marketing campaigns that link strong, favorable and unique associations to the brand in memory

Yes, among other things. For example is word of mouth also a good way to create strong brand associations (True)

Two of the roles a brand can play for consumers are as risk reducer and search cost reducer

Yes, if the costumer knows the brand they can (hopefully) trust it and don't have to keep searching (True)