1. Marketers believe that brands such as Coca-Cola have value above and beyond the benefits of the products
themselves.
a. True
b. False
2. A good brand goes beyond labeling a product. It is a portfolio of qualities connected with that name.
a. True
b. False
3. A brand usually begins with inherent meaning.
a. True
b. False
4. Logos are shapes and symbols associated with a brand and become shorthand for the brand itself.
a. True
b. False
5. Some brands are closely associated with particular colors.
a. True
b. False
6. All associations between the product and its consumer are beyond the company’s control.
a. True
b. False
7. A brand is first and foremost a name.
a. True
b. False
8. Brand names must have an inherent meaning.
a. True
b. False
9. 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.
a. True
b. False
10. The meaning of a brand name is built over time.
a. True
b. False
11. Jasmine is a senior executive of a very successful 100-year-old company. Some younger employees in the
marketing department want to update the company’s logo, but Jasmine and other senior executives feel that a
company lucky enough to survive for decades does not have to change or modify its logo. The executives are
correct in their assessment.
a. True
b. False
12. The U.S. Patent and Trademark Office issues more than 300,000 new brands each year.
a. True
b. False
13. Brands convey information to customers.
a. True
b. False
14. Reliability implies a consistency or predictability in the performance of the product.
a. True
b. False
15. Customers who participate in repeat purchasing are willing to pay premium prices for the brands they value.
a. True
b. False
16. Companies use brands to provide different offerings to satisfy different market segments.
a. True
b. False
17. Concrete features of a product are the hardest to deliver and explain to customers.
a. True
b. False
18. A brand carries a promise that it can help customers achieve the persona to which they aspire.
a. True
b. False
19. A brand association network shows the connections people make to a brand.
a. True
b. False
20. James can relate to Rolex because he views himself and Rolex as sophisticated.
a. True
b. False
21. None of the personality profiles for brands are better than the others; they’re just all different.
a. True
b. False
22. It’s rare for brands to engage their customer’s hearts and minds.
a. True
b. False
23. A company that attaches the same name brand to all of its products is using the house of brands approach.
a. True
b. False
24. Titleist Golf produces many major brands that all have their own brand name (ex., Titleist, Footjoy,
Staysoft, Long Drive, etc.). This is a house of brands approach to brand naming,
a. True
b. False
25. One of the most famous examples of umbrella branding approach is Procter & Gamble with about 80 major
brands.
a. True
b. False
26. 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.
a. True
b. False
27. The house of brands approach to branding provides stronger financial outcomes to a company than the
umbrella branding strategy.
a. True
b. False
28. 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.
a. True
b. False
29. A line extension is the application of a brand name across the breadth of a company’s products.
a. True
b. False
30. The distinction between a brand and line extension is not always clear.
a. True
b. False
31. An example of deepening brand extensions is Oscar Meyer selling hot dogs that are different lengths.
a. True
b. False
32. 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.
a. True
b. False
33. A true global brand carries one brand name and logo, anywhere it is offered, and it is available in most
world markets.
a. True
b. False
34. Coke might have to brand its “Diet Coke” another name in other countries because of legal or cultural
reasons.
a. True
b. False
35. Store brands do not play a major role in the market.
a. True
b. False
36. Store brands offer poor quality for lower prices because they are made from cheap materials.
a. True
b. False
37. Premium brands have begun to offer their own second label priced near the store brand’s price.
a. True
b. False
38. Marketers want to measure the worth of a brand so they can assess a keep/sell scenario with the brand.
a. True
b. False
39. If brands are assets, monetary figures can be attached to their worth.
a. True
b. False
40. Interbrand finds the value of a brand by assessing the value of the firm and then subtracting the physical and
financial assets.
a. True
b. False
41. Which of the following elements is a quality associated with the brand name under the company’s control?
a. target segment
b. customer feedback
c. packaging
d. customers’ experiences
42. Companies build associations to their brands through
a. classical conditioning.
b. operant conditioning.
c. learning.
d. behavioral studies.
43. Which of the following brand names lacks an inherent meaning?
a. Coca-Cola
b. Nike
c. Trump Towers
d. Geek Squad
44. Which of the following statements is true about firms and brands named after the founder?
a. They tend to have an inherent meaning.
b. They show creativity in marketing.
c. They do not translate well to other brands across the firm.
d. They serve primarily as an ego trip for the founders.
45. ABC Company is entering a new international market and has decided to enter the market under a different
brand name. The selected brand name should
a. use the founder’s name.
b. convey information about benefits.
c. be as short as possible.
d. disregard cultural meanings.
46. Companies who survive for decades need to __________ their logos.
a. colorize
b. keep
c. adapt
d. simplify
47. How many new brands are issued annually by the U.S. Patent and Trademark Office?
a. 25,000
b. 50,000
c. 75,000
d. more than 100,000
48. Nancy is considering whether her toy manufacturing business should develop its own brand. Which is a
company reward Nancy can expect from branding?
a. Brands enhance loyalty.