15–21
Learning Objective: 15-05 Summarize the impact of social media on brand management.
Topic: The Role of Social Media in Branding
61. What tool for monitoring a social brand allows a firm to set up alerts about your company, good, service or brand so that
you’re e-mailed whenever they appear online?
A. Social Mention
B. Klout
C. Talkwalker
62. Which of the following statements regarding monitoring a social brand is true?
A. Unless a firm has a website or is selling its product in some sort of online format, there is no need to monitor social network
activity.
B. There are not very many social monitoring tools currently on the market, and the ones that are available tend to be expensive.
C. The social monitoring tools currently available on the market are difficult to set up.
63. The term that your text uses for a brand marketed under the same name in multiple countries is
A. international brand.
B. exported brand.
15–22
Topic: Global Branding
64. What firm tops the list of the most valuable global brand?
A. Toyota
65. When determining the top most valuable global brand in 2015, three criteria were used: (1) the financial performance of the
branded product, (2) the ability of the brand to draw a premium price or significantly impact the company’s profits, and (3) the
D. amount of money spent in order to promote the product.
E. role the brand plays in corporate philanthropy efforts.
66. Which of the following is not a reason for the global strength of U.S. brands?
A. American companies collectively benefit from the success of U.S. tech companies.
B. The U.S. economy rebounded from the most recent financial crisis at a slightly faster pace than many European countries.
67. Research indicates that emerging middle-class consumers in developing countries desire brand names that sound
68. According to your text, what is the biggest challenge in global branding?
A. grouping nations with consumers that have similar tastes and brand preferences
B. adhering to the regulations of other countries when promoting the product
69. Of all developed countries, the people living in _______ are the most brand and status conscious and are generally
accepting of foreign brands.
A. the United States
B. China
70. According to your text, what two facets of nonprofit organizations makes branding more critical for them as compared to for-
profit organizations?
71. According to your text, an effective nonprofit brand should be all of the following except
A. unique.
B. easy to remember.
72. Nonprofit organizations need to use the value stakeholders associate with the organization to raise the funds and support
required to accomplish its mission. It is easier for a nonprofit organization to do this if
A. it has low brand equity.
B. it is relevant to only a small, focused group of consumers.
73. In 2015, the most valuable nonprofit brand in the Youth Interest category was
74. When it comes to measuring nonprofit brand equity, your text states that social media tools are particularly important for
nonprofit marketers because they
A. don’t have to be managed by a marketing staff.
B. can be used to reach a global audience.
75. A _______ is a name, term, symbol, design, or any combination of these that identifies and differentiates a firm’s products.
76. Candace has been using Kleenex tissues since she was a little girl. Now when she buys tissues for her family, she always
buys Kleenex and wouldn’t think of using anything else. When it comes to using Kleenex, Candace is displaying brand _____.
77. The image of an apple missing a bite on one side represents a brand _______ for Apple Computers.
78. A brand _______ signifies what the brand presently stands for in the minds of others.
79. One of the components of building a successful brand is the delivery of a quality product that ultimately delivers ______ to
consumers.
15–27
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 15-01 Explain the importance of building a successful brand.
Topic: Branding
80. When building a brand image, it is important that both the brand image and brand messaging be ________ so as not to
confuse customers.
81. Companies with strong brands are typically good at capturing customer _______.
82. Brand _______ is the value the firm derives from consumers’ positive perception of its products.
83. The four dimensions of the BrandAsset Valuator are differentiation, relevance, knowledge, and _______.
84. The fact that consumers consider a piece of jewelry produced by Cartier to be of the highest quality, even before they have
seen it, correlates to the _______ dimension of the BrandAsset Valuator.
85. Asking consumers what comes to mind when they think about a brand is the principle behind ______ ______.
86. Research on brand_____ 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.
15–29
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 15-02 Describe the relevance of brand equity for marketers.
Topic: Brand Equity
87. When the makers of Arm and Hammer Baking Soda created toothpaste containing baking soda as one of its ingredients, it
was attempting to broaden its current brand with a new product. This strategy is called brand _______.
88. _______ occurs when new products take sales away from the firm’s existing products rather than generating additional
revenues or profits through new sales.
89. Brand _______ often begins with an investment in rebuilding trust with consumers.
90. Brand _______ is a strategy to recapture lost sources of brand equity, and identify and establish new sources of brand
equity.
91. When Breyers ice cream launched new flavors containing Oreo cookies and Butterfinger candy bars, the companies were
engaged in _______.
92. 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 _______.
93. Private label brands are also referred to as _______ brands.
94. _______ brands are brands that are managed and owned by the manufacturer rather than a reseller.
95. In the absence of a promotional message, marketers can use ______ to promote a product and help it stand out among the
vast array of product choices faced by consumers.
96. _______ is all of the activities of designing and producing the container for a product.
15–32
Blooms: Remember
Difficulty: 1 Easy
Learning Objective: 15-04 Summarize the impact of packaging on brand building.
Topic: Packaging
97. A company that uses elegant and sophisticated packaging to indicate a product’s quality is using that packaging to promote
its brand _______.
98. A marketer for a hydrating sports drink asks customers to post pictures of themselves at sporting events using the product.
By encouraging customers to post their pictures on Instagram and Facebook, the marketer is using _____ _____ as a way to
help brand the product.
99. When Red Bull encourages its customers and fans to post fun and action–packed images promoting the brand, it is
encouraging its customers to act as brand _____.
100. When it comes to getting product information, social media users prefer reviews and product ratings generated by ______
to other sources of product information.
101. _____ _____ can be described as men and women typically between 18 and 49 years old who reach a large number of
potential consumers through social media.
102. A _______ score measures, on a scale of 1 to 100, a user’s influence based on his or her ability to drive other people to act
on social media sites.
103. Firms that constantly offer discounts and specials have the potential to _______ the brand and its relationship with its
customers.
104. Social media can support the goal of building a successful brand by allowing the firm to develop deeper relationships with
customers and by generating positive _____ _____ _____ communication about the brand across social networks.
105. _____ _____ captures a firm’s brand across most social media sites by monitoring over 100 platforms, isolating relevant
keywords and measuring the brand’s impact online.