Chapter 14 SB 2.0

Co-branding involves _______.

two companies issuing a single product

Research indicates that emerging middle-class consumers in developing countries desire ________ sounding brand names.

American or US

Which of the following are ways in which social media can support the goal of building a successful brand? (Check all that apply.)

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

Which of the following are the four essential components of building a successful brand?

Deliver a product that provides value Create consistent brand messaging Capture feedback Create a consistent brand image

True or false: Because they do not generate revenue, it is not necessary for nonprofit organizations to measure brand equity.

False Reason: A nonprofit brand is no different than a brand for a for-profit organization. As such, it should be continually monitored to ensure the brand does not have a negative perception in the minds of the public.

A nonprofit organization that has high brand equity can use the value stakeholders associate with the organization to do which of the following? (Check all that apply.)

Garner support for its mission Raise needed funds

Select from the following the ways in which a brand adds value to organizations. (Check all that apply.)

Generating loyal customers Providing recognizable goods and services

Which of the following are tools used to monitor a firm's social media presence? (Check all that apply.)

Google Alerts Twitter Search Social Mention

What mistake is commonly made by U.S. firms in adapting their brands to the global market?

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

Select the three major benefits high brand equity brings to marketers. (Check all that apply.)

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

Which of the following are elements to an effective nonprofit brand? (Check all that apply.)

It should be easy to remember. It should be reflective of the organization's mission. It should be pleasing to the eye and ear. It should be unique.

___________ research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions.

Qualitative

What type of methods do companies use to measure brand equity?

Qualitative and quantitative

What is the biggest challenge in global branding?

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

According to your text, which factor enhanced the marketing value of U.S. brands in the global marketplace?

The American economy rebounded from the financial crisis that began in 2007 at a faster pace than many European countries.

Which of the following have contributed to the success of American brands globally? (Check all that apply.)

The collective success of U.S. tech companies Popularity of American-sounding brand names Promotion of American brands via social media sites

What is brand equity?

The value a firm derives from consumers' positive perception of its products

Which of the following are advantages to using tools like Google Alerts and Social Mention to monitor a firm's social brand? (Check all that apply.)

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

What two facets of nonprofit organizations makes branding more critical for them as compared to for-profit organizations? (Check all that apply.)

Varied audiences Complex goals

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

brand

For current, former, and potential customers, a(n) __________ represents everything that a good, service, or idea means to them.

brand

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 from, Trevor is certain he will continue buying Levis for years to come. In terms of brand equity, this exemplifies the fact that _______.

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

Companies that already possess a strong brand and wish to take that brand name into a different product category would pursue a _______ strategy.

brand extension

The process of broadening the use of a firm's current brand to include new products is the brand strategy known as ______ _________

brand extension

Gucci is a well-known luxury brand. The company's brown embossed bags and boxes, complete with a gold ribbon, communicate to the customer that the brand is classy and sophisticated indicating how packaging _______.

can promote a firm's brand image

A firm that decides to increase its own brand equity by leveraging the equity of another brand is utilizing what type of brand strategy?

co-branding

In today's world, a marketer is best positioned for success if he or she can _______.

connect with customers through the use of social media

Constantly offering discounts and specials has the potential to _______ a brand and its relationship with its customers.

devalue

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

four

A firm that engages its customers with social media activities as part of its marketing strategy helps to build its brand by developing deeper relationships with customers and by _______.

generating positive word-of-mouth communication about the brand across social networks

A(n) _________ brand is a brand that is marketed under the same name in multiple countries.

global

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 to be a(n) _______.

global brand

As a way to measure a social brand, _______ _________ allows firms to set up alerts about their company, good, service, or brand and receive an e-mail whenever they appear online.

google alerts

It will be easier for a nonprofit firm to raise the funds and support it needs to accomplish its mission if it has a(n) ________ brand equity.

high, higher, or strong

In the category of youth interest, the Girl Scouts of the USA was ranked the most valuable nonprofit brand. It achieved this ranking because of its ________ brand equity.

high, increased, or higher

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 _______.

image

Brand equity _______ the likelihood that the consumer will purchase the firm's brand rather than a competing brand.

increases

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

marketing

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

maximize; diluting

According to your text, ___________ is one of the most under-appreciated tools in marketing.

packaging

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

Evol Foods manufacturers a line of frozen meals. Since the company strives to be eco-friendly, the bowls that its frozen meals are packaged in are 100% compostable and the company only uses 100% recyclable cardboard for its boxes and containers. This is an example of how ________ reinforces a firm's brand image.

packaging

Evol Foods manufacturers a line of frozen meals. Since the company strives to be eco-friendly, the bowls that its frozen meals are packaged in are 100% compostable and the company only uses 100% recyclable cardboard for its boxes and containers. This is an example of how _________ reinforces a firm's brand image.

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

A jewelry firm that packages its product in velvet-lined bags and then places the bags in leather-like boxes is most likely using packaging to ___________ its brand image as one of luxury.

promote, convey, or communicate

Another name for a brand revitalization strategy is _______ .

rebranding

As your text notes, when implementing a brand revitalization strategy, it is often necessary to begin by _______.

rebuilding trust with consumers

A company that promotes its products as being environmentally-friendly, but then uses excessive amounts of non-recyclable material to package its products, doesn't understand how packaging serves to ________ a firm's brand image.

reinforce

A company that promotes its products as being environmentally-friendly, but then uses excessive amounts of non-recyclable material to package its products, doesn't understand how packaging serves to ____________ a firm's brand image.

reinforce

Private label brands are products developed and sold by a specific ______ .

retailer

Red Mango wants its customers to be creative when ordering its frozen yogurt desserts by varying the flavors and toppings they choose. It encourages customers to post pictures of their creations on both Facebook and Instagram. In this way, Red Mango is using ___________ media as a way to help brand its product.

social

Because of the low cost relative to other brand-building media, _______ is/are particularly important for nonprofit marketers.

social media tools

Which method for monitoring a social brand captures mentions of brands across most social network sites and has a search engine that monitors over 100 platforms, allowing it to isolate relevant keywords in order to measure a brand's impact online?

social mention

Because of the specials it offers to its most loyal customers, __________ was ranked as the most "loved" brand on social media in 2014.

starbucks

What is another name for private label brands?

store brands