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266) IKEA sells a portable workbench called the Fahrtfull. The product has many positive
features, and in German or Swedish markets, the name describes the product's features well
(fahrt meaning travel). This brand name in the United States, however, may not be as effective
due to
A) disappointment when the product fails to perform as the brand name implies.
B) the poor attempt at humor, which makes consumers question product quality.
C) governmental restrictions on brand names that read or sound like bodily functions.
D) its unfavorable phonetic and semantic associations in English.
E) difficulty in showing "fahrtfull" in German and Swedish advertising.
267) Which of the following is one of the four alternatives for branding strategy that companies
can employ?
A) retailer branding
B) intermediary branding
C) brand licensing
D) multiproduct branding
E) commercial branding
268) Companies can choose from several different branding strategies. Sears, with its Kenmore
appliances and Craftsman tools, is using a ________ strategy.
A) retailer branding
B) multiproduct branding
C) multibranding
D) private branding
E) mixed branding
269) Companies can employ several different branding strategies. In Figure 11-7 above, Box A
represents a ________ strategy.
A) retailer branding
B) multiproduct branding
C) multibranding
D) private branding
E) mixed branding
270) Companies can employ several different branding strategies. In Figure 11-7 above, B
represents a ________ strategy.
A) retailer branding
B) multiproduct branding
C) multibranding
D) private branding
E) mixed branding
271) Companies can employ several different branding strategies. In Figure 11-7 above, C
represents a ________ strategy.
A) retailer branding
B) multiproduct branding
C) multibranding
D) private branding
E) mixed branding
272) Companies can employ several different branding strategies. In Figure 11-7 above, D
represents a ________ strategy.
A) retailer branding
B) multiproduct branding
C) multibranding
D) private branding
E) mixed branding
273) A branding strategy in which a company uses one name for all its products in a product
class is referred to as
A) global branding.
B) public branding.
C) multibranding.
D) brand licensing.
E) multiproduct branding.
274) Multiproduct branding refers to a branding strategy
A) that involves giving each product a distinct name when each brand is intended for a different
market segment.
B) that uses different brand names for the same product across multiple countries.
C) in which a company uses one name for all its products in a product class.
D) in which manufacturers produce products but sell them under the brand name of a wholesaler
or retailer.
E) in which a company uses a contractual agreement to allow someone else to use its brand name
for a fee.
275) Which of the following is a multiproduct branding strategy?
A) mixed branding
B) product line extensions
C) multibranding
D) brand licensing
E) private branding
276) Another name for multiproduct branding is
A) family branding.
B) mixed branding.
C) uniform branding.
D) co-branding.
E) multibranding.
277) The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro garden hoses, and Toro
sprinkler systems. The Toro Co. uses a ________ strategy.
A) multibranding
B) family branding
C) co-branding
D) uniform branding
E) mixed branding
278) The Samsung brand includes the familiar Samsung Electronics, but also Samsung Heavy
Industries, Samsung Engineering, Samsung C&t (construction), and Samsung Life Insurance.
This company uses
A) multibranding.
B) uniform branding.
C) co-branding.
D) corporate branding.
E) agent licensing.
279) When a company uses a product line extension, it
A) markets a product under a new brand name so that consumers will view it as an entirely new
product line.
B) markets a new product with the current brand name to enter a new market segment in its
product class.
C) speeds up the movement of a product through its product life cycle.
D) contracts with another firm to manufacture modified versions of the original products.
E) applies the current brand name to enter a completely different product class.
280) When a company sells a new product with the current brand name to enter a new market
segment in its product class, it is using a ________ strategy.
A) mixed branding
B) brand extension
C) co-branding
D) family branding
E) product line extension
281) Which of the following statements about product line extensions is most accurate?
A) A product line extension strategy typically leads to increased advertising costs.
B) There are no risks associated with a product line extension strategy.
C) When the Clorox Co. joins with Kroger supermarkets to advertise Clorox products in a local
newspaper, it is engaged in a product line extension.
D) A product line extension is a form of multiproduct branding.
E) A product line extension is a form of multibranding.
282) All of the following are true about product line extensions except which?
A) This strategy can result in lower advertising and promotion costs.
B) A risk that comes with product line extensions is that sales of an extension may come at the
expense of other items in the company's product line.
C) A product line extension raises the level of brand awareness.
D) Line extensions work best when they provide incremental company revenue by taking sales
away from competing brands.
E) Product line extensions involve using a current brand name to enter a different product class.
283) Bayer Aspirin is sold in the original strength, in a safety-coated version, in an extra-strength
version, and in a version designed especially for women. Bayer is using a ________ strategy.
A) product item expansion
B) subbranding
C) product line extension
D) co-branding
E) brand extension
284) Combining a corporate or family brand with a new brand to distinguish a part of its product
line from others is referred to as
A) subbranding.
B) multibranding.
C) mixed branding.
D) private branding.
E) family branding.
285) Subbranding involves
A) having one firm manufacture a product and a second firm distribute it all under the same
name.
B) changing a brand name of a product line extension product by making it "New and
Improved!"
C) combining a corporate brand with a new brand to distinguish a part of its product line from
others.
D) creating a knockoff version of a product and changing the spelling of the name ("chikin"
nuggets).
E) using the same name for the original product and all subsequent product line and brand
extensions.
286) Gatorade successfully used a ________ strategy when it introduced a group of lower-
calorie options called Gatorade G2.
A) subbranding
B) multibranding
C) mixed branding
D) generic branding
E) family branding
287) Nike has successfully used ________ with its lines Air Jordan and Air Lebron.
A) family branding
B) subbranding
C) multiproduct branding
D) mixed branding
E) generic branding
288) Brand extension is the practice of
A) manufacturing a product under a new name that consumers will view as an entirely new
product line.
B) manufacturing a new product with the same brand name for a new market segment in the
same product class.
C) manufacturing accessory products for the base offering, such as Barbie clothes for Barbie
dolls.
D) licensing another firm to manufacture modified versions of the original product.
E) applying the current brand name to enter a completely different product class.
289) A risk with ________ is that too many uses for one brand name can dilute the meaning of a
brand for consumers.
A) brand extensions
B) product line extensions
C) co-branding
D) private branding
E) mixed branding
290) Huggies is a well-known brand of diapers in the United States. Kimberly-Clark has
successfully leveraged the strong Huggies brand image among mothers in its use of ________
when it introduced a full line of baby and toddler toiletries.
A) product line branding
B) subbranding
C) uniform branding
D) mixed branding
E) brand extensions
291) The practice of pairing two or more strong brands to facilitate the marketing of a joint
product or service for their mutual benefit is referred to as
A) multibranding.
B) brand bundling.
C) co-branding.
D) mixed branding.
E) reseller branding.
292) Co-branding involves
A) combining a corporate brand with a family brand.
B) pairing two or more strong brands to facilitate the marketing of a joint product.
C) using the same brand names for the same product in multiple countries.
D) using the same name for the original product and for all subsequent product line extensions.
E) using a current brand name to enter a different product class.
293) When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut
Butter Puffs (the Reese's brand belongs to Hershey's), the branding strategy is known as
A) manufacturer branding
B) brand bundling
C) mixed branding
D) co-branding
E) multibranding
294) Multibranding refers to a branding strategy in which a firm
A) gives each product a distinct name as a method to appeal to various target markets.
B) uses different brand names for the same product across multiple countries.
C) uses one name for all its products in a product class, though each is intended for a different
market segment.
D) produces products but sells them under the brand name of a wholesaler or retailer.
E) contractually, and for a fee, allows other firms to use its brand name, requiring that the
product be made to its specifications.
295) A branding strategy that involves giving each product a distinct name when each brand is
intended for a different market segment is referred to as
A) product differentiation branding.
B) multibranding.
C) mixed branding.
D) segmentation branding.
E) multiproduct branding.
296) Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black
& Decker brand name and the professional construction market with the DeWalt brand name.
A) product differentiation branding
B) multiproduct branding
C) multibranding
D) segmentation branding
E) private branding
297) Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&ms, and 3
Musketeers candy. This variety of brand names is typical of a ________ strategy.
A) co-branding
B) multibranding
C) multiproduct
D) mixed brand
E) private branding
298) Seiko makes watches. It markets its higher-quality watches under the Seiko or LaSalle
brand names, and its lower-priced watches are sold under the Pulsar brand. Seiko uses a
________ strategy.
A) multibranding
B) product differentiation branding
C) multiproduct branding
D) segmentation branding
E) private branding
299) New product brands introduced as defensive moves to counteract and confront a firm's
competition are referred to as
A) co-brands.
B) private brands.
C) fighting brands.
D) brand extensions.
E) subbrands.
300) Despite the success of its Pentium chips, Intel faced a major threat from AMD's cheaper K6
chips, which were better placed to serve the emerging low-cost PC market. Intel wanted to
protect the brand equity and price premium of its Pentium microprocessors, but it also wanted to
avoid AMD gaining a foothold into the lower end of the market. So it created Celeron as a
cheaper, less powerful version of its Pentium chips to serve this market. This is a notable
example of a
A) private brand.
B) brand extension.
C) subbrand.
D) co-brand.
E) fighting brand.
301) Advertising and promotion costs tend to be higher with a ________ strategy because the
company must generate awareness among consumers and retailers for each new brand name
without the benefit of any previous impressions.
A) co-branding
B) private branding
C) multibranding
D) multiproduct branding
E) promotional branding
302) Which of the following is false about a multibranding strategy?
A) With a multibranding strategy, there is no risk that a product failure will affect other products
in the line.
B) Some large firms have found that the complexity and expense of implementing a
multibranding strategy outweigh its benefits.
C) With a multibranding strategy, each brand is unique to each market segment.
D) A multibranding strategy is used when a firm produces products and sells them under the
brand name of a wholesaler or retailer.
E) Some multibrands are introduced to confront competitors' brands.
303) A company uses ________ when it manufactures products but sells them under the brand
name of a wholesaler or retailer.
A) manufacturer branding
B) private branding
C) generic branding
D) co-branding
E) brand licensing
