Chapter 7 Branding and Positioning
MULTIPLE CHOICE
1. Which of the following is the best example of a brand mark?
a.
Honda
d.
BMW
b.
Nike’s swoosh
e.
7-Eleven
c.
WD-40
2. Branding strategy involves much more than developing a clever brand name or brand mark. To be
truly effective, a brand should succinctly capture the total offering in a way that:
a.
clearly distinguishes it from competiting offerings.
b.
utilizes at least 5 brand attributes.
c.
answers a question in the customer’s mind.
d.
clearly ties the brand name together with the brand mark.
e.
associates the brand with a customer emotion such as happiness or love.
3. What is the overall goal of effective corporate branding?
a.
To clearly tie the brand name and brand mark with the organization.
b.
To associate the organization with one or more philanthropic causes.
c.
To sell more product to members of the supply chain.
d.
To position the product relative to competing products.
e.
To build and enhance the organization’s reputation.
4. Walmart offers many different private-label brands including Sam’s Choice, Equate, and Ol’ Roy.
Overall, what is the primary reason that Walmart would offer these and other private-label brands?
a.
increased profit margin
d.
lower inventory costs
b.
reduced marketing costs
e.
enhances Walmart’s image
c.
lowers the risk of a product failure
5. Best Buy offers many different manufacturer (name) brands including HP, Panasonic, Sony, and
Canon. Which of the following is a primary reason that Best Buy would offer these and other
manufacturer brands?
a.
increased profit margin
d.
total control over marketing
b.
reduced marketing costs
e.
increased loyalty to Best Buy
c.
less competition
6. Procter & Gamble is well known for its use of __________ branding because every product in P&G’s
portfolio has a different brand name.
a.
differentiated
d.
segmented
b.
individual
e.
family
c.
corporate
7. If you purchase a notebook computer from Dell, you will note several brand insignias on the outside,
such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example
represent?
a.
co-branding
d.
brand affinity
b.
brand licensing
e.
brand collaboration
c.
co-marketing
8. Rovio recently launched a new version of its popular Angry Birds game called “Angry Birds: Star
Wars.” What type of brand alliance does this represent?
a.
family branding
d.
brand affinity
b.
brand licensing
e.
brand collaboration
c.
co-marketing
9. When Meghan went to buy groceries, she found everything on her list except Pampers diapers. While
the store had other competing brands in stock, Meghan left and drove five miles to the next store
where she found the Pampers. It appears that Meghan exhibits a high degree of __________ for
Pampers diapers.
a.
brand recognition
d.
brand equity
b.
brand preference
e.
brand insistence
c.
brand insanity
10. While Madison was shopping for coffee makers at Target, she recognized many of the brands that
were available. Although she was looking for a machine made by Mr. Coffee, she bought a coffee
maker by Hamilton Beach because Target was out of all Mr. Coffee machines. What type of brand
loyalty is Madison exhibiting?
a.
brand recognition
d.
brand equity
b.
brand preference
e.
brand insistence
c.
brand insanity
11. One way of looking at __________ is to consider the marketing and financial value associated with a
brand’s position in the marketplace.
a.
brand equity
d.
brand value
b.
brand identity
e.
brand capitalization
c.
brand equality
12. Which of the following IS NOT a function or potential function of packaging?
a.
protection
d.
integration
b.
storage
e.
co-branding
c.
convenience
13. Overall, what is the difference between differentiation and positioning?
a.
Differentiation is about the product whereas positioning is about the brand.
b.
Differentiation is based on real differences between products, while positioning is
completely perceptual.
c.
Differentiation is about creating differences among competing products, while positioning
is about creating a mental image in consumers’ minds.
d.
Differentiation is used in tangible goods, while positioning is used in services.
e.
There is no difference between differentiation and positioning.
14. As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they indicate
products/brands that are similar in terms of relative mental position. Second, they illustrate:
a.
which brands occupy the same relative space.
b.
how competing brands imitate one another.
c.
voids in the current mindscape for a product category.
d.
how long a brand has held its relative mental image.
e.
how much longer a brand is likely to hold its relative mental image.
15. Without a doubt, the most important tool of differentiation is:
a.
the product’s image.
d.
perceptual mapping.
b.
the brand.
e.
the product’s price.
c.
the product’s features.
16. With respect to product descriptors, the product’s __________ communicate(s) how the product
behaves, hopefully in a fashion that is distinctive and appealing to customers.
a.
features
d.
position
b.
benefits
e.
advantages
c.
image
17. One of the most common marketing goals during the introduction stage of the product life cycle is to:
a.
conduct test marketing studies.
b.
maintain market share.
c.
find new uses for the product.
d.
engage in customer education activities.
e.
spread misleading information about competing products.
18. Which stage of the product life cycle has (1) establishing a strong, defensible market position, and (2)
achieving financial objectives that repay investment as its main priorities?
a.
Introduction
d.
Development
b.
Growth
e.
Decline
c.
Maturity
19. During the maturity stage of the product life cycle, a firm has four general goals that can be pursued.
Which of the following IS NOT one of these options?
a.
divest the product
d.
hold market share
b.
generate cash flow
e.
increase share of customer
c.
steal market share
20. Firms using the __________ approach during the decline stage of the product life cycle will gradually
reduce marketing expenditures and use a less resource-intensive marketing mix.
a.
divesting
d.
life extending
b.
harvesting
e.
balanced
c.
repositioning
ESSAY
1. The text argues that a brand is only truly effective when it succinctly captures the total offering in a
way that answers a question in the customer’s mind. Explain what this means with respect to branding
strategy. Also, how is answering a question for customers related to the potential brand attributes
outlined in the text?
2. Explain the importance of corporate branding. How is it tied to product-related branding? Give
examples of how a firm’s corporate brand is tied to its reputation and its success in the marketplace.
ANS:
3. Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must
a brand possess high brand loyalty in order to possess high brand equity? Explain.
4. Explain the key differences between product differentiation and product positioning. Other than
branding, what are other factors on which product differentiation can be based?
5. Why is the product life cycle an important consideration in selecting and developing a marketing
strategy? What are the core differences among the PLC stages that force marketers to alter their
marketing programs over time?
