Chapter 15 Test Bank
1. The name, term, symbol, design, or any combination of these that a firm uses to identify and differentiate its products is its
A. trademark.
B. label.
2. Randi’s family has always owned Toyota vehicles and has been very happy with them. Now that Randi is ready to buy her first
vehicle, she doesn’t even want to look at other manufacturers because she feels that Toyota’s are the best. Randi is exhibiting
brand
3. According to your text, why are brand loyal customers an important contributor to a firm’s long-term success and profitability?
4. The degree to which customers can identify the brand under a variety of circumstances is referred to as brand
5. A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead
with the face of Ronald McDonald on it and exclaims, “Let’s go to McDonald’s!” This is most likely an example of brand
A. labeling.
B. preference.
6. Target stores use an image of a white dog with a red bulls-eye around one of its eyes. In marketing terms, what does this
represent for Target?
A. a brand feature
B. a brand image
7. Brand marks are elements of a brand that can be expressed in all of the following ways with
8. The unique set of associations target customers or stakeholders make with a brand is referred to as
A. brand recognition.
B. brand marking.
9. The Jeep brand of vehicles provides consumers with a unique blend of freedom and adventure. One of its advertising
campaigns featured the tagline Have fun out there. Jeep. to highlight how the Jeep brand is about being free and
adventuresome. This unique set of associations that consumers will make with the Jeep brand is referred to as brand
A. awareness.
10. The brand image that bears your name and that must be managed 24-hours-a-day, 7-days-a-week, 365–days-a-year, is
referred to as your
A. social brand.
B. unique brand.
11. Which of the following is not a component of building a successful brand?
A. Deliver a product that provides value.
12. What aspect of product development should firms try to achieve when developing a successful brand?
13. When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce
the brand by providing a(n) _______ experience in the minds of consumers.
14. To be successful, brand messaging should
A. keep consumers guessing.
B. strive to explain the product in detail.
C. contain many different messages.
15. Which component of a successful brand allows firms to engage customers through online surveys and social media tools?
16. The value the firm derives from consumers’ positive perception of its products is called
17. Young and Rubicam, a global advertising agency, developed the BrandAsset Valuator, which suggests that brand equity is
based on which of the following four dimensions?
A. relevance, recognition, image and esteem
B. loyalty, esteem, image, and recognition
18. The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of
outside influences exemplifies the fact that
19. Which of the following is most helpful in facilitating a brand’s expansion into new markets?
20. When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand
equity and its role in consumer decisions?
A. brand recall surveys
B. product development research
21. What type of research involves asking consumers what comes to mind when they think about the brand?
A. aided recall
B. unplanned response
22. A marketer is trying to uncover the true opinions of a group of consumers, but they are unwilling to express themselves, so
instead he asks them to compare his brand to an automobile, a country and a person. What technique is the marketer using?
A. brand recognition
23. Which quantitative technique for measuring brand equity helps marketers understand which brands stand out in a
consumer’s memory and what the strength of his or her association is with the brand?
A. projective technique
B. free association
24. In a brand recognition strategy, how can marketers tell if consumers are truly able to identify the brands they have seen and
distinguish between those and brands that they have not been exposed to?
A. They ask consumers what comes to mind when they think about the brand.
B. They repeat the technique several times.
25. The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as
A. brand loyalty.
B. customer acquisition cost.
26. The process of broadening the use of an organization’s current brand to include new products is called
A. cannibalization.
B. co-branding.
27. When the makers of Snickers candy bars decided to make a line of ice cream treats, they came up with Snickers ice cream
bars. This is an example of
A. co-branding.
B. brand revitalization.
28. Cannibalization occurs when
29. Fenton has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving
grilled chicken sandwiches as well. Fenton is noticing that his existing customers now order the chicken over the burgers, and
his sales have not increased, in fact, they have decreased slightly. This is most likely due to
30. Which of the following is not true regarding a brand extension strategy?
A. It is best to have high brand equity before pursuing a brand extension strategy.
B. A brand extension strategy allows new products to profit from recognition the brand already enjoys.
31. The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to
as
A. brand extension.
B. brand recouping.
32. According to your text, brand revitalization often begins with
A. rebuilding trust with stockholders.
B. revamping its promotional campaign.
33. Brand revitalization is also referred to as
34. A strategy in which two or more companies issue a single product in an effort to capitalize on the equity of each company’s
brand is called
35. The makers of Breyers ice cream have come up with a new line called Breyers Blasts! This line of ice cream combines
Breyers ice cream with well-know products such as Oreo cookies, Snickers candy bars, and Reese’s peanut butter cups. This is
an example of
A. partner branding.
B. brand revitalization.
36. Co-branding involves
37. Products developed by a retailer and sold only by that specific retailer are known as
38. Private label brands are also referred to as
A. generic brands.
B. licensed brands.
39. As a retailer, Target has developed its own line of products with the brand name up & up. These products are sold
exclusively in Target stores and are an example of
A. licensed brands.
B. manufacturer brands.
40. On the store shelf at Walgreens, there are two types of sunscreen. Coppertone Sport Spray, which is a _______ brand, and
Walgreens Continuous Spray Sport, which is a _______ brand.
A. licensed; private label
B. manufacturer; generic
41. Over 40 percent of U.S. shoppers say that they purchase private label brands for at least half of which product category?
42. All of the activities of designing and producing the container for a product are referred to as
A. sorting.
B. containment.
43. As a marketing tool, packaging
44. Tiffany is well-known as a luxury brand of jewelry. The iconic Tiffany blue box, along with its blue jewelry bag, has been used
for over 100 years. By communicating class and sophistication, Tiffany’s packaging is an example of how packaging
A. can take the place of advertising.
B. takes away from a brand’s image.
45. Watch manufacturer Festina designed a diving watch called the Profundo. The quality promised by Festina in making the
Profundo is that this watch stays waterproof. To back up its claim, the watch is sold in a transparent bag filled with distilled
water, convincing customers of the watch’s high quality. This most likely is an example of how packaging
A. contributes to low brand equity.
46. All of the following could be considered ineffective packaging of your personal brand when preparing for an interview
A. showing up late to an interview.
B. unprofessional attire for an interview.
47. According to your text, which of the following marketers in today’s world is most likely positioned for success?
48. Among consumers who write product reviews online, a majority do so to
A. punish the company for a product defect.
B. bond with others.
49. Which of the following shows how social media can utilize consumers as brand advocates?
50. According to recent data from the Nielsen research firm, 60 percent of consumers researching products through online
sources learned about a specific brand or retailer from
A. a newspaper website.
B. a search engine.
51. All of the following are ways listed in your text that customers engage with brands via social media except
A. consumers acting as brand advocates.
B. consumers seeking discounts.
52. One of the earliest examples of social media’s impact on a brand occurred with Kryptonite, which has been a leading
producer of bicycle locks for more than three decades. How was this firm impacted by social media?
A. Users contacted the company about sponsoring a bike competition and this led to social media product endorsements by all
types of different companies.
B. Users posted videos showing how the bike lock could be employed for other uses around the house, and this led to an
increase in company sales.
53. When recommending products, which of the following do social media users tend to trust the most?
54. According to your text, men and women, typically between 18 and 49 years old, who reach a large number of potential
consumers through social media are referred to as
15–19
Difficulty: 1 Easy
Learning Objective: 15-05 Summarize the impact of social media on brand management.
Topic: The Role of Social Media in Branding
55. Darius has a Facebook and a Twitter account, actively uses Instagram, and has his own personal blog. He has a large
network of social media friends and is very effective at influencing those people to act. Based on Darius’ ability to drive other
people to act on social media, he would have a high
A. prestige score.
B. persuasion score.
56. Which brand in 2014 was ranked as the most loved brand on social media, in part because of the specials it offered to its
most loyal customers?
A. Macy’s
B. Barnes and Noble
57. What could be the potential downside of continually offering discounts as a type of promotional strategy?
15–20
Learning Objective: 15-05 Summarize the impact of social media on brand management.
Topic: The Role of Social Media in Branding
58. When it comes to using social media to respond to customer complaints, research by Nielsen found that 42 percent of 18- to
34-year-olds expect customer support within _______ of a question or complaint.
A. 30 minutes
B. 1 hour
59. According to your text, social media can support the goal of building a successful brand in two main ways: by allowing the
firm to develop deeper relationships with customers, and by
A. allowing the firm to offer coupons and discounts to a larger number of customers.
B. allowing firms to build a customer database to use to promote other products.
60. What social brand monitoring tool allows a firm to capture its brand across most social media sites by monitoring over 100
platforms, isolating relevant keywords and measuring the brand’s impact online?