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90) When Black & Decker introduced a new form of wrench with the name "Black & Decker
Adjustable Wrench," which was being used?
A) family brand
B) cooperative brand
C) flanker brand
D) complementary brand
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-5
91) A brand extension is:
A) a group of related core products sold under one name.
B) the creation of a logo which further explains the brand.
C) the design of a public relations campaign to support a brand.
D) using an established brand name on goods or services not related to the core brand.
Question Tag: Definition (Concept)
Objective: 2-5
92) Nike creating a line of clothing to go along with their main products (shoes) is an example of
a:
A) flanker brand.
B) brand extension.
C) cooperative brand.
D) complementary brand.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-5
93) Which of the following is a flanker brand?
A) The offering of two or more brands in a single marketing offer
B) The joint venture of two or more brands into a new product or service
C) Development of a new brand by a company in a good or service category where it currently
has other brands
D) A brand with the same name in a different industry
Question Tag: Definition (Concept)
Objective: 2-5
21
94) When Procter & Gamble introduces a new laundry detergent with a different brand name, it
is an example of creating a(n):
A) family brand.
B) cooperative brand.
C) co-brand.
D) flanker brand.
Question Tag: Application
Objective: 2-5
95) When Procter & Gamble added a new laundry detergent in Asia called "Panda" to its current
line of laundry detergents, the Panda brand would be considered a:
A) brand extension.
B) family brand.
C) flanker brand.
D) complementary brand.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-5
96) If a company's marketing team believes that offering a new product under the current brand
name may adversely affect the current brand, the best approach would be to introduce the
product as a:
A) brand extension.
B) ingredient brand.
C) flanker brand.
D) co-brand.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-5
97) Which involves using an established brand name on goods or services that are not related to
the core brand?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
Question Tag: Definition (Concept)
Objective: 2-5
22
98) When a company develops a new brand in the same category in which the firm already has a
branded product, it is a:
A) brand extension.
B) private brand.
C) flanker brand.
D) complementary brand.
Question Tag: Definition (Concept)
Objective: 2-5
99) When a company's marketing team introduces a new brand within a product category where
it already has brands in an effort to appeal to target markets the team believes is not being
reached by the company's current brand, which is being used?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-5
100) In introducing a new brand, which approach is often used by firms operating in high-end
markets in order to avoid damaging the high-end brand's reputation?
A) Brand extension
B) Co-branding
C) Flanker brand
D) Complementary brand
Question Tag: Critical Thinking
Objective: 2-5
101) A firm that is expanding to international markets often adds additional brands to current
brands in order to strengthen an international presence, reflecting which strategy?
A) Brand extension
B) Private brand
C) Flanker brand
D) Complementary brand
Question Tag: Critical Thinking
Objective: 2-5
23
102) Co-branding or alliance branding can take the following forms, except:
A) flanker brand.
B) ingredient brand.
C) cooperative brand.
D) complementary brand.
Question Tag: Definition (Concept)
Objective: 2-5
103) Ingredient branding involves:
A) placing one brand within another.
B) developing a new brand to be sold in a category where the firm already has a brand.
C) a joint venture of two brands in one product.
D) marketing two brands together to encourage co-consumption.
Question Tag: Definition (Concept)
Objective: 2-5
104) Intel Pentium processors placed inside of computers is a form of:
A) ingredient branding.
B) flanker brand.
C) cooperative branding.
D) complementary branding.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-5
105) Cooperative branding is:
A) private labeling with a major brand.
B) placing one brand in another as a form of cooperation.
C) the joint venture of two or more brands in one product.
D) the marketing of two brands together to encourage co-consumption.
Question Tag: Definition (Concept)
Objective: 2-5
24
106) Alliance or co-branding works best when:
A) the two brands are unrelated.
B) a well-known brand is attached to a lesser-known brand.
C) a private label is co-branded with a manufacturer's brand.
D) it builds the brand equity of both brands.
Question Tag: Critical Thinking
Objective: 2-5
107) Complementary branding is:
A) using a private label to complement the main brand.
B) placing one brand within another brand.
C) the joint venture of two or more brands in one product.
D) marketing two brands together to encourage co-consumption.
Question Tag: Definition (Concept)
Objective: 2-5
108) Selling Reese's Peanut Butter Cup milkshakes at DQ is an example of:
A) flanker branding.
B) extension branding.
C) cooperative branding.
D) complementary branding.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-5
109) A Pillsbury cookie mix featuring Hershey's Chocolate is a form of:
A) flanker branding.
B) cooperative branding.
C) ingredient branding.
D) complementary branding.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-5
25
110) The placement of one brand within another brand is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
Question Tag: Definition (Concept)
Objective: 2-5
111) The joint venture of two or more brands into a new good or service is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
Question Tag: Definition (Concept)
Objective: 2-5
112) The marketing of two or more brands together to encourage co-consumption or co-
purchases is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
Question Tag: Definition (Concept)
Objective: 2-5
113) In terms of co-branding, the highest risk strategy is:
A) ingredient branding.
B) cooperative branding.
C) complementary branding.
D) flanker branding.
Question Tag: Critical Thinking
AACSB Category: Analytical thinking
Objective: 2-5
26
114) Brands are names generally assigned to individual goods or services or to sets of products
in a line.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-5
115) A family brand relationship occurs when two companies produce one brand in a cooperative
venture.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-5
116) A brand extension is the use of a new brand name to identify an old product.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-5
117) A flanker brand is the use of a new brand name to identify a product marketed with another
company.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-5
118) When Proctor & Gamble adds new laundry detergents to reach different market segments,
the company has created flanker brands.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 2-5
119) A flanker brand can be introduced when company leaders think that offering the product
under the current brand name may adversely affect the overall marketing program.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 2-5
27
120) Flanker branding is the placement of one brand within another, such as NutraSweet as part
of Diet Coke.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-5
121) Placing Oreo cookies in Dairy Queen milk shakes is an example of a brand extension.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 2-5
122) Ingredient branding is the joint venture of two or more brands into a new good or service.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 2-5
123) Co-branding or alliance branding succeeds when it builds the brand equity of both brands
involved.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 2-5
124) Describe the differences between brand extensions and flanker brands.
Question Tag: Synthesis
Objective: 2-5
28
125) What are the three forms of co-branding or alliance branding? Define each one.
Question Tag: Definition (Concept)
Objective: 2-5
126) Strong brands achieve the following except:
A) allow a company to charge more for products.
B) create brand parity.
C) provide customers assurance of quality.
D) transfer to other products or brands the company sells.
Question Tag: Definition (Concept)
Objective: 2-6
127) An advertising campaign created by Hormel that was designed to show customers the rich
variety of brands sold by the company was designed to:
A) allow the company to charge more.
B) create brand parity across company brands.
C) create perceptions of corporate uniqueness.
D) transfer perceptions of strong brands to other company products.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 2-6
128) The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an
example of:
A) ingredient branding.
B) flanker branding.
C) cooperative branding.
D) complementary branding.
Question Tag: Critical Thinking
AACSB Category: Application of knowledge
Objective: 2-6
29
129) The goal of branding is to:
A) be able to charge a higher price than the competition.
B) gain the largest market share.
C) set a product apart from its competitors.
D) have a trademark that is easily identifiable.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 2-6
130) A primary feature that keeps a brand strong occurs when the brand contains something that
is important to consumers is:
A) diligence.
B) acceptance.
C) salience.
D) divergence.
Question Tag: Definition (Concept)
Objective: 2-6
131) A customer's belief in the efficacy and reliability of a brand that has been established over
time through personal experience is:
A) brand competence.
B) trust.
C) reliability.
D) distinctiveness.
Question Tag: Definition (Concept)
Objective: 2-6
132) Mobile advertising offers the following advantages, except:
A) opportunity to interact with consumers.
B) enhance the customer's experience.
C) immediate feedback from customers.
D) customization and personalization of ads.
Question Tag: Critical Thinking
Objective: 2-6
30
