37) A ________ can be defined as any information-bearing experience a customer or prospect
has with the brand, the product category, or the market that relates to the marketer’s product or
service.
A) brand value
B) brand personality
C) brand trait
D) brand character
E) brand contact
38) The traditional “marketing-mix” concept and the notion of the “four Ps” may not adequately
describe modern marketing programs. ________ is about mixing and matching marketing
activities to maximize their individual and collective effects.
A) Personalized marketing
B) Mass customization
C) Globalized marketing
D) Relationship marketing
E) Integrated marketing
39) Brand equity can be built by ________, which create(s) equity by linking the brand to other
information in memory that conveys meaning to customers.
A) internal marketing
B) brand transferability
C) secondary associations
D) customer alignment
E) brand auditing
40) Mark feels that Shell delivers on its promises to supply the best gasoline possible to the
public. His experiences with Shell have always been good resulting in positive brand contact.
Mark is most likely experiencing ________.
A) brand alliance
B) brand essence
C) brand harmonization
D) brand parity
E) brand bonding
41) ________ consists of activities and processes that help inform and inspire employees about
brands.
A) Internal branding
B) Personal branding
C) Individual branding
D) External branding
E) Co-branding
42) AT&T’s business campaign not only helped to change public perceptions of the company, it
also signaled to employees that AT&T was determined to be a leader in telecommunication
services. Which principle of internal branding does this example portray?
A) choosing the right moment to capture employees’ attention and imagination
B) furnishing energizing and informative internal communication
C) bringing the brand alive for employees
D) linking internal and external marketing
E) understanding how brand communities work
43) A ________ is a specialized group of consumers and employees whose identification and
activities focus around the brand.
A) brand community
B) brand channel
C) brand association
D) brand personality
E) brand cluster
44) ________ is the job of estimating the total financial worth of the brand.
A) Brand tracking
B) Brand auditing
C) Brand equity
D) Brand valuation
E) Brand harmonization
45) Apple’s ipod shuffle is an example of ________.
A) a sub-brand
B) a parent brand
C) family brand
D) a brand mix
E) an umbrella brand
46) When a firm uses an established brand to introduce a new product, it is called a ________.
A) brand harmonization
B) brand valuation
C) brand extension
D) brand positioning
E) brand parity
47) A parent brand that is associated with multiple products through brand extensions is also
called a ________.
A) category brand
B) sub-brand
C) extension brand
D) family brand
E) line brand
48) The introduction of diet coke by the Coca Cola Company is an example of ________.
A) line extension
B) brand harmonization
C) category extension
D) brand dilution
E) co-branding
49) A ________ consists of all products original as well as line and category extensions sold
under a particular brand.
A) brand line
B) cobrand
C) generic brand
D) licensed product
E) sub-brand
50) A major advantage of a ________ strategy is that the company does not tie its reputation to
the product.
A) blanket family name
B) licensing
C) separate family brand name
D) category extension
E) brand revitalization
51) Starbucks introduced ice creams in the same flavors as the frappucinos it sold in its coffee
shops. This is an example of ________.
A) brand dilution
B) cobranding
C) brand variants
D) category extension
E) brand harmonization
52) A ________ is a set of all brand lines that a particular seller makes.
A) brand platform
B) brand image
C) cobrand
D) brand extension
E) brand mix
53) A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers
in a particular category.
A) brand architecture
B) brand position
C) brand portfolio
D) brand extension
E) brand image
54) ________ brands are positioned with respect to competitors’ brands so that more important
(and more profitable) flagship brands can retain their desired positioning.
A) Flanker
B) Attacker
C) Defender
D) Cash cow
E) Simulation
55) Two advantages of ________ are that they can facilitate new-product acceptance and provide
positive feedback to the parent brand and company.
A) product licensing
B) brand extensions
C) brand architecture
D) brand audits
E) brand dilutions
56) Consumers may evaluate identical products differently depending on how they are branded.
57) Physical goods, services, and stores can be branded, but ideas and people cannot.
58) Brand equity arises from unanimity in consumer response.
59) According to the BrandZ model, “Bonded” consumers at the lower levels of the pyramid
build stronger relationships with and spend more on the brand than those at the top.
60) Under the BrandZ model of brand strength, customers who are bonded to the brand believe
“nothing else beats it.”
61) One of the selection criteria for creating a successful brand element is that it should be
protectable.
62) To achieve integrated marketing, marketers need a variety of different marketing activities
that consistently reinforce the brand promise.
63) A brand community can be a constant source of inspiration and feedback for product
improvements or innovations.
64) The brand audit can be used to set strategic direction for the brand.
65) Brand equity is essentially the same as brand valuation.
66) When a parent brand covers a new product within a product category it currently serves, it is
called a line extension.
67) When Honda expanded its brand into such areas as automobiles, snowblowers, and marine
engines, it was pursuing a strategy called line extension.
68) Flankers are brands that may be kept around despite dwindling sales because they manage to
maintain their profitability with virtually no marketing support.
69) The role of a relatively high-priced brand in the portfolio is often to attract customers to the
brand franchise or to “build traffic.”
70) Brand extensions can reduce the costs of introductory launch campaigns and make it easier
to convince retailers to stock and promote a new product.
71) Intrabrand shifts in a company’s sales are always undesirable.
72) Marketers must judge each potential brand extension by how effectively it leverages existing
brand equity from the parent brand, as well as how effectively, in turn, it contributes to the parent
brand’s equity.
73) A successful extension cannot only contribute to the parent brand image but also enable a
brand to be extended even farther.
74) The most effective advertising strategy for an extension emphasizes the parent brand.
75) Both brand equity and customer equity emphasize the importance of customer loyalty and
the notion that we create value by having as many customers as possible pay as high a price as
possible.
76) What valuable functions can brands perform for a firm?
77) Describe the function of brand tracking studies.
78) Describe the meaning and function of a brand audit.
79) There are a number of specific roles brands can play as part of a brand portfolio. List and
briefly describe the four roles.
80) Define brand equity.