Question 1

The joint venture of two or more brands into a new good or service is:

Accepted Answer

A)   ingredient branding.
B)   cooperative branding.
C)   complementary branding.
D)   flanker branding.

Question 2

When developing a strong brand name, what are some typical questions that should be asked?

Accepted Answer

1. Where does your brand stand now?
2. W...

Question 3

A brand's image has little or no effect on other business activities, such as recruiting employees.

Accepted Answer

A) True 
 B)False

Question 4

Which is not true concerning brand equity?

Accepted Answer

A)   It allows the company to charge a higher price.
B)   It reduces name retention.
C)   It is helpful in business-to-business markets.
D)   It is helpful in international markets.

Question 5

In measuring brand equity companies can use a method called revenue premium, which compares a branded product's revenue to:

Accepted Answer

A)   the industry's average.
B)   a private label brand.
C)   a firm's primary competitors.
D)   the industry leader.

Question 6

A strong brand image cannot affect the price a company can charge for its products.

Accepted Answer

A) True 
 B)False

Question 7

The symbol used to identify a brand is a(n) :

Accepted Answer

A)   trademark.
B)   patent.
C)   icon.
D)   logo.

Question 8

Over the past few years, each of the following are changes that have occurred in the area of private branding, except:

Accepted Answer

A)   increase in prices to equal national brands.
B)   improved quality.
C)   increased advertising of private brands.
D)   increased quality of in-store displays of private brands.

Question 9

Selling Reese's Peanut Butter Cup milkshakes at DQ is an example of:

Accepted Answer

A)   flanker branding.
B)   extension branding.
C)   cooperative branding.
D)   complementary branding.

Question 10

The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an example of:

Accepted Answer

A)   ingredient branding.
B)   flanker branding.
C)   cooperative branding.
D)   complementary branding.

Question 11

Which is not part of a brand image?

Accepted Answer

A)   Tangible elements
B)   Intangible elements
C)   What the company stands for as well as how it is known in the marketplace
D)   Governmental regulations that affect the company

Question 12

Marketing surveys have revealed that less than 10 percent of purchases are planned prior to reaching a store, which increases the importance of in-store displays.

Accepted Answer

A) True 
 B)False

Question 13

Brand infringement occurs when a company creates a a product that looks identical to a current brand.

Accepted Answer

A) True 
 B)False

Question 14

Quality logos and brand names should pass each of the following tests, except:

Accepted Answer

A)   be similar to others in the industry.
B)   be familiar.
C)   elicit a consensual meaning among those in the firm's target market.
D)   evoke positive feelings.

Question 15

Labels on packages serve the following purposes, except:

Accepted Answer

A)   provide legal requirements in terms of content.
B)   provide consumers with pricing per unit information.
C)   another marketing opportunity to reach consumers.
D)   provide warranty and guarantee information.

Question 16

When brand equity is measured using a comparison of a branded product to the same product without a brand name, such as a private label, the method is:

Accepted Answer

A)   financial value.
B)   market value.
C)   revenue premium.
D)   consumer value.

Question 17

What a firm's employees believe about a brand's image is more important than what consumers think.

Accepted Answer

A) True 
 B)False

Question 18

A primary feature that keeps a brand strong occurs when the brand contains something that is important to consumers is:

Accepted Answer

A)   diligence.
B)   acceptance.
C)   salience.
D)   divergence.

Question 19

Why have private labels been more successful in recent years?

Accepted Answer

1. Quality levels have improved.
2. Perc...

Question 20

Placing Oreo cookies in Dairy Queen milk shakes is an example of a brand extension.

Accepted Answer

A) True 
 B)False

Exam 2: Corporate Image and Brand Management

Selling Reese's Peanut Butter Cup milkshakes at DQ is an example of:

Correct AnswerverifiedShow Answer

A brand's image has little or no effect on other business activities, such as recruiting employees.

Correct AnswerverifiedShow Answer

A primary feature that keeps a brand strong occurs when the brand contains something that is important to consumers is:

Correct AnswerverifiedShow Answer

The marketing of Velveeta Cheese with Rotel Tomatoes and Diced Green Chilies is an example of:

Correct AnswerverifiedShow Answer

Brand infringement occurs when a company creates a a product that looks identical to a current brand.

Correct AnswerverifiedShow Answer

In measuring brand equity companies can use a method called revenue premium, which compares a branded product's revenue to:

Correct AnswerverifiedShow Answer

What a firm's employees believe about a brand's image is more important than what consumers think.

Correct AnswerverifiedShow Answer

Placing Oreo cookies in Dairy Queen milk shakes is an example of a brand extension.

Correct AnswerverifiedShow Answer

Which is not true concerning brand equity?

Correct AnswerverifiedShow Answer

A strong brand image cannot affect the price a company can charge for its products.

Correct AnswerverifiedShow Answer

Labels on packages serve the following purposes, except:

Correct AnswerverifiedShow Answer

Quality logos and brand names should pass each of the following tests, except:

Correct AnswerverifiedShow Answer

The symbol used to identify a brand is a(n) :

Correct AnswerverifiedShow Answer

Why have private labels been more successful in recent years?

Correct Answerverified1. Quality levels have improved.2. Perc...View AnswerShow Answer

Which is not part of a brand image?

Correct AnswerverifiedShow Answer

Over the past few years, each of the following are changes that have occurred in the area of private branding, except:

Correct AnswerverifiedShow Answer

Marketing surveys have revealed that less than 10 percent of purchases are planned prior to reaching a store, which increases the importance of in-store displays.

Correct AnswerverifiedShow Answer

The joint venture of two or more brands into a new good or service is:

Correct AnswerverifiedShow Answer

When brand equity is measured using a comparison of a branded product to the same product without a brand name, such as a private label, the method is:

Correct AnswerverifiedShow Answer

When developing a strong brand name, what are some typical questions that should be asked?

Correct Answerverified1. Where does your brand stand now?2. W...View AnswerShow Answer

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1. Quality levels have improved.
2. Perc...
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1. Where does your brand stand now?
2. W...
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