MAR CH 7
Which is an example of co-branding?
Brembo brakes are in Aston Martins.
Which of the following items is an example of brand extension?
Dove soaps offer deodorant, body lotions, and hair care products, all called Dove.
A brand usually begins with inherent meaning.
False
A line extension is the application of a brand name across the breadth of a company's products.
False
All associations between the product and its consumer are beyond the company's control.
False
Brand names must have an inherent meaning.
False
It's rare for brands to engage their customer's hearts and minds.
False
Marketers want to measure the worth of a brand so they can assess a keep/sell scenario with the brand.
False
One of the most famous examples of umbrella branding approach is Procter & Gamble with about 80 major brands.
False
Store brands offer poor quality for lower prices because they are made from cheap materials.
False
The house of brands approach to branding provides stronger financial outcomes to a company than the umbrella branding strategy.
False
__________ branding is the primary form of co-branding in which one of the companies and its product is the primary host and the other company and its product add value to the host product.
Ingredient
Which of the following is an example of a company using a house of brands approach?Procter & Gamble has many brands including Crest and Swiffer.
Procter & Gamble has many brands including Crest and Swiffer.
Which of the following examples identifies a store brand?
Sam's Choice
Which of the following is a branding question a company needs to consider as part of its overall marketing strategy?
Should we offer multiple products under the same brand name, or roll them out with distinct brand names?
A brand carries a promise that it can help customers achieve the persona to which they aspire.
True
A brand is first and foremost a name.
True
A company that attaches the same name brand to all of its products is using the house of brands approach.
True
A good brand goes beyond labeling a product. It is a portfolio of qualities connected with that name.
True
A strength of the umbrella branding approach is that once the company brand is established in the marketplace, subsequent product introductions are easier for customers to accept.
True
A true global brand carries one brand name and logo, anywhere it is offered, and it is available in most world markets.
True
An example of deepening brand extensions is Oscar Meyer selling hot dogs that are different lengths.
True
Brand extensions are a strategic use of a brand's equity, in which the marketer leverages the brand's good name to get customers to buy something new.
True
Brands convey information to customers.
True
Coke might have to brand its "Diet Coke" another name in other countries because of legal or cultural reasons.
True
Companies use brands to provide different offerings to satisfy different market segments.
True
Ingredient branding is the primary form of line extension in which one company and its product is the primary host and another company and its product add value to the host product.
True
Interbrand finds the value of a brand by assessing the value of the firm and then subtracting the physical and financial assets.
True
James can relate to Rolex because he views himself and Rolex as sophisticated.
True
None of the personality profiles for brands are better than the others; they're just all different.
True
Reliability implies a consistency or predictability in the performance of the product.
True
The distinction between a brand and line extension is not always clear. Correct!
True
The meaning of a brand name is built over time.
True
William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand.
True
Mac user groups are an example of
a brand community.
Scott, a young professional, buys a new BMW. Scott's new BMW is an example of
a status symbol.
A __________ is a group of customers who love their brand so much that they like to connect with other customers who think like themselves.
brand community
Which of the following topics related to brand associations has been researched recently?
brand personalities
Branding cities and countries is becoming increasingly popular, as destinations seek more tourism and/or
business investment.
Which of the following is not a physical quality of branding?
cognitive association
Most co-branding examples lean more toward being
ingredient branding.
How many new brands are issued annually by the U.S. Patent and Trademark Office?
more than 100,000
A true global brand carries __________ brand name(s) and logo(s) anywhere it is offered, and it is available in most markets in the world.
one
What is the key brand association?
the extent to which the consumer relates to the brand
Anne and Joseph lead the product development team for a national GPS system manufacturer. In reviewing customer satisfaction survey results, they find that product reliability is one of their customers' biggest complaints. From a marketing perspective, reliability in a product means
the product will perform to quality standards.
Which branding approach provides stronger financial outcomes to the company?
umbrella approach
