Brand Marketing Final

B. line extension

-_______ Adds a different variety, a different form or size, or a different application for the brand .

A. brand audit

. The ____________ consists of two steps: the brand inventory and the brand exploratory.

D. short and long term

."Return on Marketing Investment" (ROMI) measures _____________ changes in sales.

A. market

.._________failures, in which insufficient consumers are attracted to a brand, are typically much less damaging than product failures, in which the brand fundamentally fails to live up to its consumer promise. • In market failure a relaunch can sometimes prove successful.

A. true

.The big five- Brand personality scale used to measure Brand Personality include Sincerity Excitement Competence Sophistication Ruggedness

C. cross category assortment

.________Consumers' perception of the breadth of different products and services offered by a retailer under one roof significantly influences store image.

D. family brand

.________Parent brand associated with multiple products through brand extensions

B. access

.________The location of a store and the distance that consumers must travel to shop are basic criteria in their store choice decisions.

C. price and promotion

._________ Consumers are more likely to develop a favorable price image when retailers offer frequent discounts on a large number of products than when they offer less frequent, but steeper discounts.

B. store atmosphere

.__________ Different elements of a retailer's in-store environment, like color, music, and crowding, can influence consumers' perceptions of its atmosphere, whether or not they visit a store, how much time they spend in it, and how much money they spend there.

A. within-category assortment

.___________As the perceived assortment of brands, flavors, and sizes increases, variety-seeking consumers will perceive greater utility, consumers with uncertain future preferences will believe they have more flexibility in their choices, and, in general, consumers are more likely to find the item they desire.

B. brand personality

.____________ are human characteristics or traits that consumers can attribute to a brand

C. tracking

.____________ studies measure consumer attitudes toward the brand on a consistent basis over time and provide a contemporary picture of the state of the brand.

D. free association

.______________ is a form of qualitative research which without specific probe, consumers narrate What comes to their mind when they think about the brand or the associated product category?

c. revitalizing brands

._______________ • Brands sometimes have to return to their roots to recapture lost sources of equity. • Revitalization strategies run along a continuum, with pure back-to-basics at one end and pure reinvention at the other.

A. mental map

.__________________ Accurately portrays in detail all salient brand associations and responses for a particular target market.

C. ingredient branding

.____________________ can create brand equity for materials, components, or parts that are contained within other branded products.

C. licensing

._________________creates contractual arrangements whereby firms can use: Names, logos, and characters of other brands to market their own brands for some fixed fee

C. active engagement

._________________relates to the Extent to which consumers are willing to invest their resources of time, energy, and money on the brand beyond those resources expended during purchase or consumption of the brand.

B. product- related

.______performance associations • For brands whose core associations are primarily product-related performance attributes or benefits, innovation in product design, manufacturing, and merchandising is especially critical to maintaining or enhancing brand equity.

B. vertical

._____brand extensions • Extend the brand up into more premium market segments or down into more value-conscious segments, are a common means of attracting new groups of consumers

a. marketing audit

A (an)_________ is an internal, company-focused exercise to make sure marketing operations are efficient and effective.

B. brand equity

A _______ management system is: Set of organizational processes designed to: Improve the understanding of brand equity Use of the brand equity concept within a firm

C. brand audit

A(n)__________ is a consumer-focused exercise to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity.

B. brand inventory

A. _______ is a comprehensive profile of how all the products and services of a company are marketed and branded

A. brand charter

A_______ should define the firm's view of branding and brand equity and explain why it is important.

B. false

According to Millward Brown Brand Dynamics include the following : Interdependence Self-concept connection Commitment Love/passion Intimacy Partner quality

C. acceptance

Advantages of Product and Brand Extensions include: Facilitate new product _________ and provide feedback benefits to the Parent Brand.

B. customer base

Based on the text ,____________ can be expanded by tapping into new channels of distribution

A. true

Brainstorming is also used to generate category extension candidates, along with consumer research.

A. true

Brand equity management systems consist of three components: a Brand Equity Charter, a Brand Equity Report, and the creation of senior-level executive positions charged with overseeing the implementation of the Brand Equity Charter and Brand Equity Report

A. true

Brand extensions and brand equity • An extension's ultimate success will depend on its ability to both achieve some of its own brand equity in the new category and contribute to the equity of the parent brand.

A. Their beliefs about the quality of certain types of products from certain countries

Consumers choose brands originating in different countries based on:

A. true

Consumers should be asked their preferences while introducing a new products

A. true

Contributing to parent brand equity • Effects of an extension on consumer brand knowledge will depend on the following factors: • Compulsion of the evidence about the corresponding attribute or benefit association in the extension context. • Relevance of the extension evidence will affect parent brand evaluations only if consumers feel extension performance is indicative of the parent brand in some way. • Consistency of the extension evidence with the corresponding parent brand associations. • Ease of an association to change.

A. all of the above

Creating extension equity • Creation of a positive image is based on three factors: A. Saliency of parent brand associations. B. Favorability of any inferred associations. C. Uniqueness of inferred associations in the extension category

C. projective techniques

Diagnostic tools to uncover the true opinions and feelings of consumers when: They are unwilling or unable to express them selves are called:

C. brand

Disadvantages of _____ Extensions may include: confuse customers, cannibalize sales, dilute the Brand meaning ,and forgo the chance to develop a new Brand.

A. true

During a decline in sales, it is best to ensure that no more customers are lost in the short run before targeting new ones.

B. third party sources

Example - Grey Goose's eventual success was a taste-test result from the Beverage Testing Institute that ranked Grey Goose as the number-one imported vodka This is an example of linking the brand to:

A. true

Fine-tuning the supporting marketing program • Marketers should make changes only when it's clear the marketing program and tactics are no longer making the desired contributions to maintaining or strengthening brand equity.

A. true

Five key measures can be used to capture the consumer mindset: brand awareness, brand associations, brand attitudes, brand attachment, and brand activity or experience

C. brand positioning

Ideal _______________ aims to achieve congruence between: What customers currently believe about the brand What customers will value in the brand What the firm is currently saying about the brand Where the firm would like to take the brand

A. true

Identifying additional or new usage opportunities • To identify additional or new opportunities for consumers, the marketing program should include: • Communications about the appropriateness and advantages of using the product more often or for other uses for example Baking Soda.

B. brand

Identifying new and completely different ways to use the ______ • New usage applications may require more than just new ad campaigns or merchandising approaches.

B. product

In __________ failure, the brand fundamentally fails to live up to its consumer promise.

B. false

It 's not critical for marketers to fully understand the depth and breadth of awareness of the parent brand, and the strength, favorability, and uniqueness of its associations.

A. vertical brand extension

Listed below are the Pros and cons of a ___________________ • Pros • An upward extension can improve brand image, because a premium version of a brand often brings positive associations with it. • Extensions in either direction can offer consumers variety, revitalize the parent brand, and permit further extensions in a given direction. • Cons • Vertical extension to a new price point, whether higher or lower, can confuse or frustrate consumers who have learned to expect a certain price range from a brand. • Successful downward extension has the possibility of harming the parent's brand image by introducing associations common to lower-priced brands. • It will destroy the sales of the parent company.

D. money

Many consumers feel celebrities are doing the endorsement only for _____..

A. true

Marketers should consider parent brand associations and product categories that might seem to fit with that brand image in the minds of consumers.

A. true

Non-product-related imagery associations • For brands whose core associations are primarily non-product-related attributes and symbolic or experiential benefits, relevance in user and usage imagery is especially critical

A. true

Product innovations are critical for performance-based brands whose sources of equity reside primarily in product-related associations. • It is important not to change products too much, especially if the brand meaning for consumers is wrapped up in the product design or makeup.

E. retail integration of distribution

Retailers have their own brand images in consumers' minds due to the following associations except:

D. saturation

Risk - a trademark may become overexposed if marketers adopt a _____ policy

B. a and b

Strategic options on how best to refresh old sources of brand equity or create new ones to achieve the intended positioning: a. Expand the depth or breadth of brand awareness, or both, by improving consumer recall. b. Improve the strength, favorability, and uniqueness of the brand associations making up the brand image. c. Relaunch the original brand with a new name d. Reduce overhead by reducing the quality of the products offered

E. A, B, C, and E

Supporting___________ can contribute to brand equity by: Becoming associated to the brand and improving brand awareness Adding new associations Improving the strength, favorability, and uniqueness of existing associations

C. co-branding

The Example - Betty Crocker paired with Sunkist Growers to market a lemon chiffon cake mix is :

B. ZMET

The _____________________ Uncovers hidden thoughts and feelings which can be expressed using metaphors Metaphor Defining one thing in terms of other Represents thoughts that are tacit, implicit, and unspoken

D. brand extension

The basic assumption behind brand ____________ Consumers have some awareness of and positive associations about the parent brand in memory and this will evoke at least some of these associations

A. true

The following companies have succeeded in extending their brands to enter new markets across a range of price points. • Armani, Holiday Inn. Vera Wang

D. brand performance

The following questions are related to__________ . We now would like to ask some specific questions about McDonald's. Please indicate your agreement with the following statements. McDonald's . . . Is convenient to eat at Provides quick, efficient service Has clean facilities Is ideal for the whole family

B. brand imagery

The following questions are related to_____________. To what extent do people you admire and respect eat at McDonald's? How much do you like people who eat at McDonald's? How well do each of the following words describe McDonald's? Down-to-earth, honest, daring, up-to-date, reliable, successful, upper class, charming, outdoorsy

A. brand resonance

The following questions are related to_______________. I consider myself loyal to McDonald's. I buy McDonald's whenever I can. I am proud to have others know I eat at McDs I like to visit the McDonald's Web site.

C. brand judgement

The following questions are related to________________ We're interested in your overall opinion of McDonald's. How favorable is your attitude toward McDonald's? How well does McDonald's satisfy your needs?

D. brand feelings

The following questions are related to___________________ Does McDonald's give you a feeling of . . . Warmth? Fun? Excitement? Self-respect?

C. brand repositioning

The following relates to _____________ A common problem for marketers of established, mature brands is to make them more contemporary by creating relevant usage situations, a more contemporary user profile, or a more modern brand personality. Updating a brand may require some combination of new products, new advertising, new promotions, and new packaging.

A. target market

The following relates to identifying the ___________ Key target market segments: Retaining vulnerable customers. Recapturing lost customers. Identifying neglected segments. Attracting new customers.

C. brand image

The following statements relate to ________________ It's useful for marketers to make a distinction between: Lower-level considerations (performance and imagery) and higher-level considerations (judgments and feelings) Associations that consumers hold for a brand

B. dissimilar

The more the extension product is to the parent brand, the more likely that points-of-parity will become a positioning priority, and the more important it is to make sure that category POPs are sufficiently well established.

C. eight

There are _________ main ways to leverage secondary associations for a brand.

C. sufficiently strong and favorable and unique associations

To create a strong co-brand, both brands should have at least one of the following.

C. brand tracking

To help measure the success of the extension, ______is used based on the customer-based brand equity model or other key measures of consumer response, centered on both the extension and the parent brand as a whole.

A. short life spans

To increase frequency of usage for products of __________: • Tie the act of replacing the product to a certain holiday, event, or time of year.

A. brand extension

_____When a firm uses an established brand name to introduce a new product.

B. sub-brand

________ New brand combined with an existing brand.

C. parent brand

_________ An existing brand that gives birth to a brand extension.

C. category extension

___________Marketers apply the parent brand to enter a different product category from the one it currently serves

C. ethnographic and experiential

______________ methods use "thick description" based on participant observation. Extract and interpret the deep cultural meaning of events and activities

D. strategic implications

________________ : Yields insight into how brand knowledge is organized in memory Identifies cues or reminders necessary for consumers to retrieve the brand from memory

D. brand relationship

________________ can be characterized in terms of brand resonance and measures for following key dimensions Behavioral loyalty Attitudinal attachment Sense of community Active engagement

A. neural research

________________ study how the brain responds to marketing stimuli, including brands. Research indicates that consumer buying decision is an unconscious habitual process.

A. brand association beliefs

______________________ are Specific attributes and benefits linked to the brand and its competitors. Can be assessed on the basis of three key dimensions: Strength Favorability Uniqueness

B. attitudinal attachment

___________________________ Can be defined in the terms of terms of the following underlying constructs Brand-self connections Connected Part of who you are Brand prominence Automatic Naturally

A. sense of community

___________________relates to Social currency - The extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home.

B. brand core associations

________are : Abstract associations that characterize the 5 to 10 most important aspects or dimensions of a brand.