A Framework For Marketing Management - Chapter 8

Front 1

The brand name can be protected through ________.

Back 1

registered trademarks

Front 2

________ is the added value endowed to products and services, reflected in how consumers think, feel and act with respect to the brand.

Back 2

Brand equity

Front 3

The brand knowledge for Hallmark results in what strong, favourable, and unique association?

Back 3

caring

Front 4

Nike's "swoosh" logo, the "Just Do It" slogan, and the Nike brand name are all examples of ______?

Back 4

brand elements

Front 5

All the following EXCEPT ________ are criteria for choosing brand elements.

Back 5

memorable
meaningful
protectible
- saleable
transferable

Front 6

________ is about mixing and matching marketing activities to maximize their individual and collective efforts.

Back 6

integrating marketing

Front 7

The ________ will not be delivered unless everyone in the company lives the brand.

Back 7

brand promise

Front 8

Brand equity needs to be distinguished from ________, which is the job of estimating the total financial value of the brand.

Back 8

brand valuation

Front 9

The following are all examples of concepts for branding new products EXCEPT ________.

Back 9

brand extension
parent brand
branded variants
category extension
- generic brands

Front 10

Extensions can reduce the cost of the launch campaign, which is important given that establishing a new brand name in the North American marketplace for a mass-consumer-packaged good can cost over ________.

Back 10

$100 million

Front 11

Branding is endowing products and services with the power of a brand.

Back 11

True

Front 12

A brand promise is the marketer's vision of what the brand must be and do for the consumer.

Back 12

True

Front 13

Brand elements are not trademarkable devices.

Back 13

False

Front 14

Brand names are the only important brand element.

Back 14

False

Front 15

Tracking studies collect information from consumers on a routine basis over time.

Back 15

True

Front 16

Changes in consumer tastes and preferences, the emergence of new competitors or new technology, or any new development in the marketing environment could potentially affect the fortunes of a brand.

Back 16

True

Front 17

The four general brand strategies include individual names; blanket family names; separate family names for all products; and corporate name combined with individual product names.

Back 17

True

Front 18

Brand extensions can increase the cost of the launch campaign.

Back 18

False

Front 19

A potential new-product extension for a brand is not judged by how effectively it leverages existing brand equity from the parent brand to the new product.

Back 19

False

Front 20

Fighter brands must not be so attractive that they take sales away from their higher-priced comparison brands.

Back 20

True

Front 21

Define brand equity.

Back 21

Brand equity is the added value endorsed to products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as the prices, market share, and profitability that the brand commands for the firm.

Front 22

Describe the optimal brand portfolio.

Back 22

In the optimal brand portfolio, each brand maximizes equity in combination with all other brands in the portfolio. If profits can be increased by dropping brands, a portfolio is too big; if profits can be increased by adding brands, a portfolio is not big enough.

Front 23

Strategic brand management covers the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize the value. This process involves all the following EXCEPT ________.

Back 23

identifying and establishing brand positioning
planting and implementing brand marketing
measuring and implementing brand performance
growing and sustaining brand value
- improving competitive brand attributes

Front 24

Branding is endowing _______ and ________ with the power of a brand.

Back 24

products; services

Front 25

All of the following EXCEPT _______ can be associated with marketing advantages of strong brands.

Back 25

improved perceptions of product performance
greater loyalty
larger margins
greater trade cooperation and support
- better shelf space

Front 26

A brand promise is the marketer's vision of what the brand ________ and ________ for consumers.

Back 26

must be; do

Front 27

Criteria for choosing brand elements include ________ and ________.

Back 27

building the brand; defending the brand

Front 28

A brand contact is defined as any information bearing experience a customer or prospect has with the brand, the product category, or the ________ that relates to the marketer's product or service.

Back 28

market

Front 29

The brand promise will not be delivered unless everyone in the company ________.

Back 29

lives the brand

Front 30

Name the two basic approaches to measuring brand equity.

Back 30

indirect: direct

Front 31

A ________ reflects the number and nature of common and distinctive brand elements applied to the different products sold by the firm.

Back 31

branding strategy

Front 32

The ________ is the set of all brands and brand lines a particular firm offers for sell to buyers in a particular category.

Back 32

brand portfolio

Front 33

Brands identify the source or maker of a product and allow consumers to assign responsibility to a particular manufacturer or distributor.

Back 33

True

Front 34

For branding strategies to be successful and brand value to be created customers do not need to recognize the differences between brands.

Back 34

False

Front 35

Brand promises are those trademarkable devices that serve to identify and differentiate the brand.

Back 35

False

Front 36

In creating a brand, marketers have many choices of brand elements to identify their products.

Back 36

True

Front 37

An indirect approach to measuring brand equity assesses the actual impact of brand knowledge on consumer response.

Back 37

False

Front 38

Reinforcing brand equity requires innovation and relevance throughout the marketing program.

Back 38

True

Front 39

A major advantage to using blanket family names is that the company's reputation is not tied to the product's.

Back 39

False

Front 40

When a firm uses an established brand to introduce a new product, it is called a brand extension.

Back 40

True

Front 41

Two advantages of brand extensions are that they improve the odds of new product success and provide feedback benefits.

Back 41

True

Front 42

The brand portfolio is a set of only some brands and brand lines a particular firm offers for sale to buyers in a particular category.

Back 42

False

Front 43

Briefly describe strategic brand management.

Back 43

Strategic brand management covers the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value.

Front 44

What is the role of brands?

Back 44

Brands identify the source or maker of a product and allow consumers - either individuals or organizations - to assign responsibility to a particular manufacturer or distributor.