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b. Brands confer status.
c. Brands signal consistent quality.
d. Brands convey information.
49. Anne and Joseph lead the product development team for a national GPS system manufacturer. In reviewing
customer satisfaction survey results, they find that product reliability is one of their customers’ biggest
complaints. From a marketing perspective, reliability in a product means
a. it is expensive to own one.
b. the product will perform to quality standards.
c. the prestige of the product bolsters the consumer's self-image.
d. maintenance and repair costs are high.
50. Scott, a young professional, buys a new BMW. Scott’s new BMW is an example of
a. a status symbol.
b. a market segment.
c. paying a premium price.
d. predictability in quality.
51. Scott, a young professional, buys a new BMW, even though a Mercedes would have cost him less. Scott
values the BMW brand. This is an example of
a. a status symbol.
b. a market segment.
c. paying a premium price.
d. predictability in quality.
52. Which of the following is not a physical quality of branding?
a. name and logo
b. color
c. packaging
d. cognitive association
53. What is the key brand association?
a. attributes such as appealing color and a creative name
b. personal benefits of the product
c. the extent to which the consumer relates to the brand
d. emotional benefits
54. Mac user groups are an example of
a. a brand community.
b. an emotional connection.
c. free advertising.
d. personal benefits.
55. A connection of nodes that deal with brand name, attributes, and abstract benefits is considered a(n)
a. brand community.
b. emotional connection.
c. brand association network.
d. brand mapping.
56. Which of the following topics related to brand associations has been researched recently?
a. status symbols
b. tourism marketing
c. brand similarities
d. brand personalities
57. Branding cities and countries is becoming increasingly popular, as destinations seek more tourism and/or
a. business investment.
b. recognition.
c. taxes.
d. population.
58. One way marketers get customers to relate to brands is by using a brand __________, such as Google's
classification as “exciting” or Rolex's classification as sophisticated.
a. spokesperson
b. image
c. personality
d. awareness
59. A __________ is a group of customers who love their brand so much that they like to connect with other
customers who think like themselves.
a. brand group
b. brand community
c. brand ambassador group
d. brand conglomerate
60. Which of the following is a branding question a company needs to consider as part of its overall marketing
strategy?
a. Should we offer multiple products under the same brand name, or roll them out with distinct brand
names?
b. How can we build our brand community?
c. Should we change our current brand name?
d. Should we form a brand conglomerate?
61. Which of the following is an example of a company using a house of brands approach?
a. Honda has cars, motorcycles, and lawn mowers.
b. Procter & Gamble has many brands including Crest and Swiffer.
c. Canon makes cameras and copiers.
d. Nike makes shoes, clothes, and gym bags.
62. A brand name whose image is waning is less of a liability in which approach?
a. umbrella approach
b. community approach
c. house of brands
d. marketing approach
63. Which branding approach provides stronger financial outcomes to the company?
a. umbrella approach
b. house of brands
c. community branding
d. marketing approach
64. Which of the following items is an example of brand extension?
a. Dove soaps offer deodorant, body lotions, and hair care products, all called Dove.
b. Intel is inside many PCs.
c. Dawn dish soap and OLAY offer a hand renewal version of Dawn.
d. Tide detergent contains the self-branded EverFresh scent.
65. Which is an example of co-branding?
a. Krispy Kreme gets a new donut flavor.
b. Nike offers golf balls as part of its golf line.
c. QuickBooks has its basic software, a version for Macs, another for small business needs, and premier
packets for professionals, nonprofits, and retailers.
d. Brembo brakes are in Aston Martins.
66. __________ is the strategic use of a brand’s equity where the firm uses the brand’s name to get customers to
buy something new.
a. House of brands
b. Umbrella branding
c. Co-branding
d. Brand extension
67. Most co-branding examples lean more toward being
a. brand personalities.
b. umbrella branding.
c. luxury branding.
d. ingredient branding.
68. __________ branding is the primary form of co-branding in which one of the companies and its product is
the primary host and the other company and its product add value to the host product.
a. Ingredient
b. Associated
c. Global
d. Enhanced
69. Brand 123 has customers in many countries purchasing its bicycles, but its managers are unsure if the brand
is truly a “global brand.” To be a global brand, how much of Brand 123’s revenue should come from other
countries?
a. 70%
b. 30%
c. 40%
d. 50%
70. Generally, it is better to use the same __________ worldwide if possible.
a. brand name
b. advertisement
c. price
d. store brand
71. A true global brand carries __________ brand name(s) and logo(s) anywhere it is offered, and it is available
in most markets in the world.
a. at least five
b. one
c. more than 10
d. unlimited
72. Which of the following examples identifies a store brand?
a. Sam’s Choice
b. Premium
c. second label
d. generic brand
73. Why can a store brand offer decent quality for lower prices?
a. inexpensive products compared to national brands
b. inexpensive packaging compared to national brands
c. lower advertising costs because they can advertise for free in the store
d. lower taxes than national brands
74. Free spirits eschew big national brands due to the __________ they represent.
a. value
b. image
c. commercialism
d. country of origin
75. Frank and Joe are researching the value of top brands for their marketing class, and they find out that,
according to BusinessWeek, the top U.S. brand in terms of brand worth is
a. McDonald’s.
b. Microsoft.
c. Apple.
d. Google.
76. An estimated _____ of a typical firm’s value is determined by intangible assets, including its brand names.
a. 50%
b. 33%
c. 25%
d. 75%
77. In order to best value a brand, how should it be measured?
a. according to popularity
b. by using focus groups
c. by using a market survey
d. by using means that best translates into a financial vocabulary
78. Which of the following is not a source used to value a brand?
a. annual reports
b. customer surveys
c. focus groups
d. Interbrand calculations
79. Which of the following is the Interbrand formula to assess the value of a brand?
a. value of firm minus physical and financial assets
b. price of brand minus packaging cost
c. tangible value minus intangible value
d. value of firm minus administrative costs
80. Strong brands
a. are a liability.
b. deliver greater returns with less risk.
c. guarantee success for a company.
d. are the most significant barrier to entry in the market.
81. Explain how a brand is different than a product.
82. Identify and explain the consumers’ benefits of branding.
83. How are brand associations created?
84. Explain the hierarchy of brand associations.
85. Explain what a brand personality is, list the different types of personalities, and explain what marketers can
do with the personality if it is not working out.
86. Explain the difference between the umbrella branding approach and the house of brands approach.
87. Explain the difference between line extensions and product category extensions.
88. Explain co-branding and ingredient branding, and give an example of each.
89. What is a global brand and how are global brands rolled out?
90. What is the role of store brands?
