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Exam 15: Branding

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Question 71

Multiple Choice

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Which of the following is most helpful in facilitating a brand's expansion into new markets?

A) reinventing the product for the new environment
B) having a high level of brand equity
C) changing the brand's image for each new market
D) delivering a different brand message for the new environment
E) advertising on only one platform

F) B) and D)
G) All of the above

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Question 72

Multiple Choice

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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.
C) They ask consumers to compare the brand to a person,animal,or car.
D) They use decoys that consumers could not possibly have seen.
E) They ask consumers questions about details of the brand.

F) B) and D)
G) C) and D)

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Question 73

Multiple Choice

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The strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity is referred to as

Brand equity is the value derived from the sale of a product.

You are the marketing manager for a small sporting goods store that specializes in winter sports such as hockey,skiing,skating,snowboarding and other cold weather sports.You want to analyze the brand equity that your company has,which basically looks at how valuable the brand is.What factors would you want to look at in your analysis?

To be successful,brand messaging should

When Breyers ice cream launched new flavors containing Oreo cookies and Butterfinger candy bars,the companies were engaged in _______.

Cannibalization occurs when

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 _____.

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 consumer's ability to identify the brand under a variety of circumstances is referred to as brand association.

You own a candy bar company and are considering changing your packaging (candy wrapper or box)to be more environmentally friendly by using different (recycled or biodegradable)materials and less of those materials.This is a very socially responsible strategy on your part,but what functions of packaging must you not lose in this change?

The name,term,symbol,design,or any combination of these that a firm uses to identify and differentiate its products is its

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 _______.

As a form of advertising,packaging does very little to promote the brand.

Brand equity facilitates a brand's expansion into new markets.

A _______ is a name,term,symbol,design,or any combination of these that identifies and differentiates a firm's products.

Budweiser,best known for its beer,now has a barbeque sauce that uses the Budweiser name.This is an example of a product extension.

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

_______ occurs when new products take sales away from the firm's existing products rather than generating additional revenues or profits through new sales.