ch 11 ?s

One important purpose of a brand is to Select one: a. minimize product line depth needed to be effective. b. inform product packaging. c. sell advertising space. d. meet government regulations. e. increase consumer recognition and awareness of product offerings.

- Brands help consumers know what products are available under that name. The correct answer is: increase consumer recognition and awareness of product offerings

Which of the following is NOT one of the four criteria used for determining how good a brand is or how much equity it has? Select one: a. perceived value b. brand loyalty c. brand awareness d. brand associations e. brand conceptualization

Brand awareness, brand loyalty, brand associations, and perceived value are the four primary criteria used to evaluate brand equity. The correct answer is: brand conceptualization

Firms spend millions of dollars annually to build brand equity, that recognizing brand equity contributes to Select one: a. perceived brand personality. b. corporate stakeholder relations. c. brand liability. d. product mix breadth. e. profitability.

Brands are assets that can produce profits if brand equity is built successfully. The correct answer is: profitability.

For a brand name to be effective, it needs to be Select one: a. a visual image containing human characters. b. easy for consumers to recognize and remember. c. a catchy, tongue-twisting phrase. d. associated with a sports or movie superstar. e. generic, so it can be applied to as many products as possible.

Feedback A brand name should be memorable and easy to recognize, in general. The correct answer is: easy for consumers to recognize and remember.

Some credit cards provide free liability insurance, funded by the bank issuing the card, when a customer pays for a rental car using the card. This extra insurance is an example of Select one: a. the actual product. b. the product position. c. the core value. d. an associated service. e. product style.

Feedback Associated services are related to the nonphysical aspects of the product such as product warranties. The correct answer is: an associated service.

What aspect of the product is being described when a used-car salesperson explains that each car comes with a one-year extended warranty and a two-year maintenance plan? Select one: a. associated services b. product concept c. actual product d. product position e. product style

Feedback Associated services are the nonphysical aspects of the product such as product warranties. The correct answer is: associated services

The basic reason manufacturers spend time and money building their own brands is to Select one: a. maximize product line depth. b. create positioning possibilities for their generic product lines. c. build brand equity. d. offset the power of private label manufacturers. e. create brand awareness.

Feedback Companies invest in brands to build brand equity, which is a corporate asset. The correct answer is: build brand equity.

Marketers with luxury brands use brand extension cautiously to avoid Select one: a. diluting the core brand. b. brand licensing fees. c. private label branding disputes. d. exclusive co-branding arrangements. e. product line extension limitations.

Feedback If brand extensions are not executed carefully, they can dilute the core brand by damaging its associations and equity. The correct answer is: diluting the core brand.

It is almost impossible to watch a sporting event on television without seeing Nike's swoosh check mark, which is Nike's Select one: a. name. b. design. c. term. d. symbol. e. theme.

Feedback The "swoosh" is a brand symbol associated with Nike. The firm has invested a great deal of time and money in making the swoosh one of the most recognizable brand symbols in the world. The correct answer is: symbol.

Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant __________, a large number of items in each product line. Select one: a. product line depth b. brand equity c. product mix depth d. product mix breadth e. product line breadth

Product line depth is the number of items in a product line. Zappos promises its customers a huge selection, and so it must maintain great product line depth. The correct answer is: product line depth