Marketing Exam 2 Chapter 8
Which of the following is an example of licensing?
Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee.
Which of the following is an example of a private brand?
Walgreen's cherry cola
Amazon.com began as an online bookseller but chose a name that would allow expansion into other categories. This example shows that their brand name is successful because:
it is extendable
Sportware, a leading shoe manufacturer, markets sneakers under the brand name "Athletix" and dress shoes under the brand name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?
multibrands
When a product is launched as a______brand it's named after or directly associated with the manufacturer.
national
Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.
national
4 brand sponsorship options
national brand, private brand, licensed brand, co-brand
The risk of ______________ is that they require significant resources
new brands
________ occurs when two established brand names of different companies are used on the same product.
cobranding
Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________.
product attributes
private brand
(aka store brand) by manufacturers or resellers EX: jc penny arizona jeans
Which of the following is not part of major brand strategy decisions?
Brand leveraging
Which of the following does not refer to brand equity?
High brand equity provides a company with less leverage in bargaining with resellers
Which of the following is an example of a brand extension?
Nike's high-definition televisions
Brands can be positioned at which of the following three levels?
Product attributes, desirable benefits, strong beliefs and values.
Which of the following is a desirable quality for a brand name?
The name should translate easily into foreign languages.
A(n) ______is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers
brand
________ involves using an existing brand name for a new product category.
brand extension
The risk of ______________ is a confusing brand image.
brand extensions
national brand
it's named after or directly associated with the manufacturer
________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.
line extension
4 Brand Development Strategies
line extension, brand extension, multibrands, new brands
Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________.
line extensions
