MKT350: Chapter 14 Smartbook, Video Case, & iSeeit

The first step in developing ________ for The Coffee Collective would be to develop positive brand awareness and an association of the brand in consumers' minds to give the brand an identity.

brand equity

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

When the makers of Budweiser beer decided to create a line of barbecue sauces, the company was using a _______ strategy.

brand extension

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

Because of the specials it offers to its most loyal customers, _____ was ranked as the most "loved" brand on social media in 2018.

starbucks

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.

strong

The American Red Cross only uses the color red on areas of its website where it wants people to

take action.

Which of the following are common brand strategies? (Check all that apply.)

- Brand extension - Brand revitalization - Co-branding

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 a consistent brand image - Capture feedback - Create consistent brand messaging

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

- It can contribute to positive perceptions 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.

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

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

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

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

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

- Providing recognizable goods and services - Generating loyal customers

Which of the following accurately represents a brand image?

A brand image signifies what the brand presently stands for in the minds of others.

The marketing and branding efforts of the American Red Cross were recognized by its recent ________ award, which honors advertising in television, print, and radio.

CLIO

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

When the makers of Lays potato chips teamed up with the makers of KC Masterpiece barbecue sauce to create a new line of barbecue potato chips, it demonstrated which brand strategy?

Co-branding

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

False

True or false: Brand equity does NOT contribute to a firm's ability to succeed in a difficult competitive environment.

False

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

Four

Which of the following countries is the most brand conscious and status conscious of all developed countries and is generally accepting of foreign brands?

Japan

_____ 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

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

What is another name for private label brands?

Store brands

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.

What is brand equity?

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

True or false: Companies like Apple, Facebook and Google have helped to build the success of American brands globally.

True

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

Your text defines a(n) _______ as the name, term, symbol, design, or any combination of these that identifies and differentiates a firm's products.

brand

A company that promotes its products as being environmental friendly but then uses excessive amounts of non-recyclable material to package its products doesn't understand how packaging serves to reinforce a company's _____ _____.

brand image

In order for the people to take a fresh look at its brand, the American Red Cross used a ________ strategy.

brand revitalization

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

If Martha decides to use a ________ strategy to grow The Coffee Collective, she could distribute a series of Coffee Collective branded teas, packaged with another company's tea biscuits, through the local supermarket, calling it Tea Time.

cobranding

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

devalue

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

packaging

Dante is involved in the design and production of the container that will hold the firm's new product. Dante's job focuses on _____.

packaging

Disney spends millions of dollars each year promoting their brand and they enjoy the value derived from the consumers' positive perception of its products. This demonstrates the idea of brand _______.

equity

Martha conducts a survey to see how her store is perceived by customers. Which qualitative research method would she use if she asked her customers what comes to mind when they think about her brand?

free association

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

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

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

marketing

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

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

packaging

When a retailer like CVS develops its own brand of allergy medicine to compete against Claritin and Benadryl, this is an example of a _______ brand.

private label

If Martha used a ________ strategy to grow her business, she might develop a line of flavored teas called Martha's Special Blends and sell them at her shop.

private label brand

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 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.

reinforce

Fill in the blank question. 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

Following the earthquake in Haiti in 2010, the American Red Cross received a record-breaking amount of money through ________ donations.

text

In addition to devaluing the brand, firms that constantly offer discounts and specials risk the chance that they may be _____ the product, thereby reduce its potential profits.

underpricing