Chapter 9

b. Specific warranty

A ________ states the explicit product performance promises related to components of the product. a. General warranty b. Specific warranty c. Service agreement d. Product assurance

c. Brand loyalty

A commitment to repeat brand purchases is called: a. Brand awareness b. Brand assets c. Brand loyalty d. Brand equity

a. Brand association

A number of emotional, psychological, and performance associations with a brand is called: a. Brand association b. Brand loyalty c. Brand awareness d. Brand asset

b. Perceived quality

A recognition of quality that is either positive or negative is called: a. Brand awareness b. Perceived quality c. Brand identity d. Brand equity

b. Brand equity

A set of assets (and liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service to a firm or that firm's customers is called: a. Brand loyalty b. Brand equity c. Brand identity d. Brand association

a. Brand identity

A summary of unique qualities attributed to the brand is called: a. Brand identity b. Brand equity c. Brand awareness d. Brand association

brand

A(n) ____________________ is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

b. Strategy

Brand _______________ is an integral part of the product development process because companies know that successful new products result from well-conceived brand planning. a. Identity b. Strategy c. Equity d. Awareness

a. Awareness

Brand _________________ is being conscious of the brand. a. Awareness b. Association c. Assets d. Equity

d. Family branding

Branding that does not separate the company from the brand, which creates synergy among members of the brand, is called: a. Licensing b. National or store branding c. Co-branding d. Family branding

a. National branding

Branding that sells products around the country under the same brand is called: a. National branding b. Family branding c. Co-branding d. Store branding

b. Stand-alone branding

Branding that separates the company from the brand and insulates the company if there is a problem with the brand is called: a. Family branding b. Stand-alone branding c. National or store branding d. Co-branding

a. Co-branding

Joining two or more well-known brands in a common product or taking two brands and marketing them in partnership is called: a. Co-branding b. Family branding c. Licensing d. National branding

b. General warranty

The broad promise about product performance and customer satisfaction is called a: a. Specific warranty b. General warranty c. Service agreement d. Product assurance

d. Brand assets

This dimension of brand equity are possessions, such as trademarks and patents, that represent a significant competitive advantage. a. Brand awareness b. Brand loyalty c. Brand association d. Brand assets

c. Perceived quality

This dimension of brand equity differentiates the product and create higher price points. a. Brand assets b. Brand association c. Perceived quality d. Brand loyalty

a. Brand loyalty

This dimension of brand equity enables a company to reduce marketing costs and leverage trade relationships. a. Brand loyalty b. Perceived quality c. Brand association d. Brand assets

a. Brand association

This dimension of brand equity is a primary purchase driver a. Brand association b. Brand assets c. Brand loyalty d. Brand awareness

a. Brand awareness

This dimension of brand equity signals a familiarity and potential commitment to the brand. a. Brand awareness b. Brand loyalty c. Perceived quality d. Brand association

a. Initial use instructions

When consumers want to use products out of the box, package labeling is the most convenient place for ________________________________. a. Initial use instructions b. Website information c. Pricing data d. Warranties

c. Store

_______________ brands are brands created by retailers to market their own products. a. Family b. National c. Store d. Stand-alone

b. Licensing

___________________________________________ is offering other manufacturers the right to use the brand in exchange for a set fee or percentage of sales. a. Co-branding b. Licensing c. Branding d. Packaging