Marketing Management, 3e (Marshall)
Chapter 9 Build the Brand
1) The three customer brand roles include conveying information about a product, educating the
customer about the product, and reassuring the customer in the purchase decision.
2) A company’s brand offers a methodology for distributing products.
3) A good branding strategy can overcome a product that fails to deliver on the value proposition
by infusing it with the brand image.
4) In industries with strong market-leading brands, competitors design and build products
targeted specifically at the market leader.
5) One advantage unbranded products have over branded products is that customers will infer a
level of quality from the unbranded product that facilitates their purchase decision.
6) The perceived quality of a brand enables companies to extend the product range, can lead to a
price premium opportunity, and is a differentiator in the market.
7) A trademark for a product is a brand asset.
8) The major advantage of brand connections for the brand sponsor is that it is a barrier to entry
for potential competitors, especially for smaller firms that lack brand recognition.
9) The strongest form of brand equity that reflects a commitment to repeat purchases is brand
association.
10) The three benefits of high brand equity are perceived quality, brand connections, and brand
loyalty.
11) A key advantage of a brand sponsor is that loyalty is transferred from the well-known
sponsor brand to the less-known brand.
12) Products such as Crest, Tide, and Gillette that are sold under the same brand throughout the
country are known as store brands.
13) Brand-loyal customers are less forgiving of problems related to the brand, which hinders the
company’s ability to respond to a negative experience.
14) Family branding separates the company from the brand, which insulates the company if there
is a problem with the brand.
15) The characters from the popular cartoon show “SpongeBob Square Pants” can be found on a
variety of merchandises such as clothing, toys and video games. Yet, the original creator of the
show does not produce any of the items. This is an example of licensing the brand name to other
manufacturers.
16) The most important role of the package is to sell the product to the consumer.
17) The packaging for a Nerf product shows kids playing with it. This best demonstrates the
protect function of packaging.
18) In most retail environments, a package has very little time to connect with the customer at
the point of purchase.
19) The federal organization that requires nutritional labeling on packages of processed food is
the Food and Drug Administration.
20) Package labeling represents the last marketing opportunity before the purchase decision.
21) When a company encases its product in a blister pack to protect the item, it is using the
packaging to communicate its benefits.
22) The seller’s commitment to the product is most clearly articulated through an integrated
marketing plan.
23) Companies should not be concerned with whether the benefits of the warranty exceed the
costs.
24) A(n) ________ is defined by the American Marketing Association as “a name, term, design,
symbol, or any other feature that identifies one seller’s goods or services as distinct from those of
other sellers.”
A) identity
B) profile
C) trait
D) brand
E) product
25) Which of the these reflects a customer brand role?
A) Brands offer legal protection for a product through a trademark.
B) Brands convey information about a product.
C) Brands enable companies to defend essential product elements.
D) Brands provide competitors with a benchmark against which to compete.
E) Brands offer an effective and efficient methodology for categorizing products.
26) A company’s brand role includes ________.
A) educating the customer about a product
B) offering an effective and efficient methodology for categorizing products
C) conveying information about a product
D) helping reassure the customer in the purchase decision
E) providing competitors with a benchmark against which to compete
27) When customers see the logo of McDougal’s restaurant, they think of food served quickly in
a clean, family-friendly environment. Which customer brand role does this exemplify?
A) providing competitors with a benchmark against which to compete
B) helping reassure the customer in the purchase decision
C) conveying information about a product
D) offering an effective and efficient methodology for categorizing products
E) offering legal protection for the product through a trademark
28) The owner of Sorios Lawn Service is looking to buy a new lawn tractor, a major purchase
and significant financial investment. The owner decides to purchase a Dixie Chopper because of
its reputation for dependability and excellent customer service which made him feel more secure
and less anxious about choosing this product. Which customer brand role does this scenario
exemplify?
A) providing competitors with a benchmark against which to compete
B) helping reassure the customer in the purchase decision
C) offering an effective and efficient methodology for categorizing products
D) offering legal protection for a product through a trademark
E) enabling competitors to build products targeted specifically at the market leader
29) When a competitor used its logo in a disparaging way in an advertisement, Max Corp. sued.
It won the suit on the basis that the competitor violated its trademark. Which company brand role
does this scenario exemplify?
A) providing competitors with a benchmark against which to compete
B) offering an effective and efficient methodology for categorizing products
C) offering legal protection for a product
D) helping reassure the customer in the purchase decision
E) educating the customer about a product
30) Because Sony has so many different product offerings in various types of electronics,
management has found that it is helpful to use brands to keep track of products in each type.
Thus, it has different brand names for its televisions, DVD players, and portable music players.
Which company brand role does this example illustrate?
A) educating the customer about a product
B) providing competitors with a benchmark against which to compete
C) offering legal protection for a product through trademark
D) helping reassure the customer in the purchase decision
E) offering an effective and efficient methodology for categorizing products
31) ________ brands enable manufacturers to leverage marketing resources by creating
efficiencies in marketing communications and distribution.
A) Licensed
B) Private
C) Custom
D) National
E) Stand-alone
32) With brand ________, customers develop a number of emotional, performance, and
psychological connections with a brand.
A) validity
B) link
C) association
D) identity
E) awareness
33) The owners of NK Medical Equipment have been developing the brand equity of their MRI
and CAT scan equipment. Now, on the mention of NK’s machines, radiologists and hospital
purchasing agents usually say that they have heard of NK’s offerings and are interested in
learning more about them. This response signals a familiarity and potential commitment to the
brand. In this case, which dimension of brand equity has been achieved by NKMedical
Equipment?
A) brand assets
B) brand association
C) brand awareness
D) brand loyalty
E) perceived quality
34) Gerry always purchases clothing made by S&G Clothing. He tells others about how much he
likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased
turned out to be defective, instead of switching to another clothing company, he gave S&G a
chance to fix the problem and still shops there. Which dimension of brand equity does Gerry
demonstrate?
A) brand assets
B) brand association
C) brand awareness
D) brand loyalty
E) perceived quality
35) Since Maytag’s appliances have earned a reputation as being reliable and durable, John
decided to buy a new Maytag washing machine, and was willing to buy it despite the fact that it
was more expensive than other brands. Which dimension of brand equity does this example
illustrate?
A) brand assets
B) brand association
C) brand awareness
D) specific warranty
E) perceived quality
36) José has been to Farm Fresh Ice Cream Shops several times. Being a loyal customer, he has
developed certain emotional and psychological connections with the brand. For instance, he links
the brand with higher levels of customer service. Which dimension of brand equity does this
example illustrate?
A) brand assets
B) brand association
C) brand awareness
D) brand strategy
E) perceived quality
37) KFC is very protective of its “Seven Herbs and Spices” recipe, which, in the view of the
company, gives it a significant competitive advantage over other restaurants, and will use any
legal resource available to protect its patented formula. Which dimension of brand equity does
this example illustrate?
A) brand assets
B) brand association
C) brand awareness
D) brand loyalty
E) perceived quality
38) Even though a national brand pain reliever and a store brand pain reliever both contain the
same amount of ibuprofen per capsule and are both gel coated, Cho chooses to purchase the
national brand because she thinks it will work better based on the brand name alone. Which
dimension of brand equity does this example illustrate?
A) perceived quality
B) brand strategy
C) brand connections
D) perceived value
E) brand loyalty
39) Paedro’s Pasta has developed a strong brand name in the dry pasta marketplace based on its
texture and taste. Through its strong brand, Paedro’s Pasta was able to introduce a successful line
of sauces under the same brand name. Which of the following dimensions of brand equity does
this example illustrate?
A) perceived quality
B) brand strategy
C) brand connections
D) perceived bonuses
E) brand loyalty
40) Because of its reputation for excellent flavor and increasing energy, DBM Beverages is able
to charge a price premium for its products. Which of the following dimensions of brand equity
does this example illustrate?
A) perceived quality
B) brand strategy
C) brand connections
D) perceived bonuses
E) brand loyalty
41) Hiroaki bought a bicycle from a well-known brand without even considering the other
equally good, unbranded bicycles. This shows the advantage that branded products have over
unbranded ones in terms of ________.
A) price efficiency
B) actual performance
C) perceived quality
D) physical features
E) product variety
42) When Maria purchases laundry detergent, she is able to easily recall and process information
about Tide, but not the other brands. Which benefit of brand equity for customers does this
exemplify?
A) generalized warranty
B) brand strategy
C) brand associations
D) perceived bonuses
E) specific warranty
43) Z brand is the market leader in small appliances. Its brand is also the strongest in the
category and customers identify with the brand. Because of the strength of its brand, other
competitors are finding it difficult to successfully enter the marketplace. Which of the following
benefits of brand equity for brand sponsors does this exemplify?
A) generalized warranty
B) brand image
C) brand connections
D) perceived bonuses
E) brand awareness
44) Courtney always prefers Coca-Cola products. She does not consider other beverages, even
when they are cheaper than Coca-Cola. Which of the following benefits of brand equity for
customers does this exemplify?
A) brand strategy
B) brand awareness
C) brand assets
D) perceived bonuses
E) brand loyalty
45) Intel makes a product most people never see; however, it spends a great deal of money
building its brand and now people ask for “Intel Inside.” This is an example of linking the benefit
of ________ to marketing strategy.
A) brand standards
B) brand image
C) brand connections
D) perceived bonuses
E) brand loyalty
46) The most basic form of brand equity is ________.
A) perceived reliability
B) brand loyalty
C) brand association
D) perceptive quality
E) brand awareness
47) The marketing manager for DRNK Spirits decided that all of the products his company
produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale,
Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example
of ________ branding.
A) family
B) store
C) stand-alone
D) cooperative
E) national