Marketing Management Chap 10 Quiz

The Ford name and its associated logo are best defined as an example of which of the following terms?

Brand

Extreme Moto recently hired a professional off-road rider to help market their motorcycles. They selected her because of her rugged image and her tough attitude on the pro circuit. Extreme Moto most likely hired the rider because she matched their brand ________.

Brand Personality

The marketing director at Showcase Furniture recently hired Bandwidth Advertising to develop a new marketing campaign for their products. The consultants from Bandwidth ask the director to define a roadmap for the campaign. She tells them that the company guides itself using three words, "quality, comfort, beauty." These three words can be best described as a brand ________.

Brand mantra

The Fiat Group sells vehicles under a number of different brand names including Jeep, Dodge, Ferrari, and Chrysler. Together, these brands and their respective vehicles are best described as a brand ________.

Brand portfolio

Tris recently hired a consulting team to analyze his company's brand and product line. The consulting team provides positive feedback and tells Tris that his brand is exerting a strong, positive influence on consumers' perception of his products. The consulting firm is most likely referring to which of the following aspects of brand?

Brand power

A popular designer of household furnishings sells their luxury line of products through exclusive boutique retailers while also selling an inexpensive line of products through department stores. These offerings are best described as branded ________.

Brand variants

International Airways recently formed a strategic partnership with Charge-It Bank to offer a credit card. Cardholders earn points for every purchase they make and can cash the points in for reduced prices on flights. This example best describes which of the following forms of cobranding?

Joint-venture

Hydroflex is a new sports-drink company. After years of product research, the company feels they have perfected the sports drink. The marketing team develops a series of unique promotional campaigns using famous celebrities and sports personalities to help develop the brand. Using the brand value chain, which of the following multipliers will help to determine the campaign's ability to impact consumer mindsets?

Program

Chelsea has asked the marketing director to provide biweekly updates on the performance of their brands and of their marketing and promotional programs. Which of the following represents the best means by which the marketing director can meet Chelsea's needs?

She should implement a brand tracking program.

Which of the following options best represents a characteristic that would help an organization to survive a brand crisis?

a credible corporate image

Mattel recently began selling gender-inclusive Creatable World dolls that are designed for families who choose toys that are not dictated by typical gender norms. The dolls can be best described as which of the following?

a line extension

Which of the following best represents a defensive brand element?

a slogan that can be easily modified when needed

Yusef is an accountant for Kent Manufacturing. He is preparing the company's annual statements and has compiled the value of the Kent's intangible assets and their brand equity. What is this value best known as?

goodwill

Which of the following best represents one of the advantages of brand extensions?

it reduces risk for retailers hoping to stock the extension

The CEO at Mediaspan wants to provide his employees with a mantra to help guide them in their daily actions while focusing on Mediaspan's brand position. Which of the following considerations will be most important for the CEO to consider as he writes the mantra?

it should define the brand's category

Liên was looking at watches at a department store but did not feel that any of them truly resonated with her. After considering her options, she decided to buy a Rolex due to its quality craftsmanship and one-of-a-kind looks. The Rolex can be best described as which of the following types of brands?

luxury

Mythos Shipping recently signed a sponsorship deal with their state's professional basketball team. At the same time, Mythos also agreed to a separate endorsement deal with the team's star player. These two actions can be best described as which of the following terms?

secondary brand associations which are consumer perceptions and feelings about a brand formed through existing knowledge of entities associated with that brand, like a country of origin, celebrity endorsements, or event sponsorships

Which of the following best represents a recent trend in luxury branding?

the use of personal experiences for consumers

From a company's perspective, which of the following best represents a key characteristic of brands?

they can offer the security of consistent revenue

Anheuser-Busch often portrays Clydesdale horses delivering beer in their television advertisements. The horses can be best described as a brand ________.

Character

Sekai has been asked to calculate her employer's brand equity for an upcoming meeting. Her calculation includes money that was paid to a marketing research consultant, advertising expenses, management salaries, and legal fees. Which of the following approaches to measuring brand equity is Sekai most likely using?

Cost Approach

Dyson is well-known for their vacuum cleaners. After achieving success in the market, they begin offering fans, space heaters, and desk lamps. Each of these products can be best described as a ________.

brand extension

Federal Express operates several brands that are all connected to their brand name, including FedEx Express, FedEx Ground, and FedEx Freight. Which type of brand portfolio strategy does this best represent?

branded-house a company uses a single, primary brand across all its products or services, leveraging the parent brand's reputation and equity to build a strong, unified brand image

Microban is known for its antimicrobial solutions and additives. Through partnerships, Rubbermaid and Whirlpool offer products that make use of Microban technology. Microban can be best described as which of the following?

an ingredient brand

Many experts in the field of technology were skeptical when Amazon announced their Fire Phone in 2014. After minimum success in the market, Amazon discontinued the smartphone in 2015. Which of the following most likely occurred because of Amazon's attempt to enter the smartphone market?

dilution of the brand