MAR CH 7

Which is an example of co-branding?

Brembo brakes are in Aston Martins.

Which of the following items is an example of brand extension?

Dove soaps offer deodorant, body lotions, and hair care products, all called Dove.

A brand usually begins with inherent meaning.

False

A line extension is the application of a brand name across the breadth of a company's products.

False

All associations between the product and its consumer are beyond the company's control.

False

Brand names must have an inherent meaning.

False

It's rare for brands to engage their customer's hearts and minds.

False

Marketers want to measure the worth of a brand so they can assess a keep/sell scenario with the brand.

False

One of the most famous examples of umbrella branding approach is Procter & Gamble with about 80 major brands.

False

Store brands offer poor quality for lower prices because they are made from cheap materials.

False

The house of brands approach to branding provides stronger financial outcomes to a company than the umbrella branding strategy.

False

__________ branding is the primary form of co-branding in which one of the companies and its product is the primary host and the other company and its product add value to the host product.

Ingredient

Which of the following is an example of a company using a house of brands approach?Procter & Gamble has many brands including Crest and Swiffer.

Procter & Gamble has many brands including Crest and Swiffer.

Which of the following examples identifies a store brand?

Sam's Choice

Which of the following is a branding question a company needs to consider as part of its overall marketing strategy?

Should we offer multiple products under the same brand name, or roll them out with distinct brand names?

A brand carries a promise that it can help customers achieve the persona to which they aspire.

True

A brand is first and foremost a name.

True

A company that attaches the same name brand to all of its products is using the house of brands approach.

True

A good brand goes beyond labeling a product. It is a portfolio of qualities connected with that name.

True

A strength of the umbrella branding approach is that once the company brand is established in the marketplace, subsequent product introductions are easier for customers to accept.

True

A true global brand carries one brand name and logo, anywhere it is offered, and it is available in most world markets.

True

An example of deepening brand extensions is Oscar Meyer selling hot dogs that are different lengths.

True

Brand extensions are a strategic use of a brand's equity, in which the marketer leverages the brand's good name to get customers to buy something new.

True

Brands convey information to customers.

True

Coke might have to brand its "Diet Coke" another name in other countries because of legal or cultural reasons.

True

Companies use brands to provide different offerings to satisfy different market segments.

True

Ingredient branding is the primary form of line extension in which one company and its product is the primary host and another company and its product add value to the host product.

True

Interbrand finds the value of a brand by assessing the value of the firm and then subtracting the physical and financial assets.

True

James can relate to Rolex because he views himself and Rolex as sophisticated.

True

None of the personality profiles for brands are better than the others; they're just all different.

True

Reliability implies a consistency or predictability in the performance of the product.

True

The distinction between a brand and line extension is not always clear. Correct!

True

The meaning of a brand name is built over time.

True

William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand.

True

Mac user groups are an example of

a brand community.

Scott, a young professional, buys a new BMW. Scott's new BMW is an example of

a status symbol.

A __________ is a group of customers who love their brand so much that they like to connect with other customers who think like themselves.

brand community

Which of the following topics related to brand associations has been researched recently?

brand personalities

Branding cities and countries is becoming increasingly popular, as destinations seek more tourism and/or

business investment.

Which of the following is not a physical quality of branding?

cognitive association

Most co-branding examples lean more toward being

ingredient branding.

How many new brands are issued annually by the U.S. Patent and Trademark Office?

more than 100,000

A true global brand carries __________ brand name(s) and logo(s) anywhere it is offered, and it is available in most markets in the world.

one

What is the key brand association?

the extent to which the consumer relates to the brand

Anne and Joseph lead the product development team for a national GPS system manufacturer. In reviewing customer satisfaction survey results, they find that product reliability is one of their customers' biggest complaints. From a marketing perspective, reliability in a product means

the product will perform to quality standards.

Which branding approach provides stronger financial outcomes to the company?

umbrella approach