Question 1

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.

Accepted Answer

The answer of A _______ score measures,on a scale of...

Question 2

The process of broadening the use of an organization's current brand to include new products is called

Accepted Answer

A)  cannibalization.
B)  co-branding.
C)  brand revitalization.
D)  brand extension.
E)  product extension. D

Question 3

Which of the following is not true regarding a brand extension strategy?

Accepted Answer

A)  It is best to have high brand equity before pursuing a brand extension strategy.
B)  A brand extension strategy allows new products to profit from recognition the brand already enjoys.
C)  A brand extension strategy is the same thing as a product extension strategy.
D)  Firms must make sure that the extension lives up to the quality consumers expect from the branD.
E)  Brand extensions must be implemented with an eye towards avoiding cannibalization.

Question 4

The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as

Accepted Answer

A)  brand loyalty.
B)  customer acquisition cost.
C)  customer lifetime value.
D)  brand equity.
E)  customer relevancE.

Question 5

Brand image is the unique set of associations target customers or stakeholders make with a brand.

Accepted Answer

A) True 
 B)False

Question 6

Branding is less critical for nonprofit organizations because they do not have to generate profits or satisfy customers' needs with products.

Accepted Answer

A) True 
 B)False

Question 7

The biggest challenge in global branding is to remain easily recognizable at any location and,at the same time,be compatible with _______.

Accepted Answer

local cult...

Question 8

One of the components of building a successful brand is the delivery of a quality product that ultimately delivers ______ to consumers.

Accepted Answer

The answer of One of the components of building a...

Question 9

According to your text,social media can support the goal of building a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers,and by

Accepted Answer

A)  allowing the firm to offer coupons and discounts to a larger number of customers.
B)  allowing firms to build a customer database to use to promote other products.
C)  generating positive-word-of-mouth communication about the brand across social networks.
D)  reducing the number of other promotional activities in which the firm must engage.
E)  having the ability to track the competition on social networks.

Question 10

Darius has a Facebook and a Twitter account,actively uses Instagram,and has his own personal blog.He has a large network of social media friends and is very effective at influencing those people to act.Based on Darius' ability to drive other people to act on social media,he would have a high

Accepted Answer

A)  prestige score.
B)  persuasion score.
C)  sway score.
D)  influence score.
E)  Klout scorE.

Question 11

A brand that is marketed under the same name in multiple countries is referred to as a _______ brand.

Accepted Answer

The answer of A brand that is marketed under the...

Question 12

When the makers of Snickers candy bars decided to make a line of ice cream treats,they came up with Snickers ice cream bars.This is an example of

Accepted Answer

A)  co-branding.
B)  brand revitalization.
C)  cannibalization.
D)  a brand extension.
E)  a product extension.

Question 13

A brand _______ signifies what the brand presently stands for in the minds of others.

Accepted Answer

image

Question 14

As a marketing tool,packaging

Accepted Answer

A)  gives a product a chance to stand out among all the other choices on a store shelf.
B)  does little to help promote and reinforce brand image.
C)  is only crucial to a few products,since most products are heavily promoted in other ways.
D)  is not something that marketers are involved with.
E)  is not very important for communicating to the consumer.

Question 15

Over 40 percent of U.S.shoppers say that they purchase private label brands for at least half of which product category?

Accepted Answer

A)  medication
B)  groceries
C)  cleaning products
D)  clothing
E)  personal care products B

Question 16

How can social media be used to get customers involved with brands?

Accepted Answer

Companies are using social media to conn...

Question 17

Rebranding is a strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity.

Accepted Answer

A) True 
 B)False

Question 18

Companies with strong brands are typically good at capturing customer _______.

Accepted Answer

The answer of Companies with strong brands are typically good...

Question 19

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?

Accepted Answer

A)  Social Mention
B)  Klout
C)  Talkwalker
D)  Google Alerts
E)  Twitter Search

Question 20

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

Accepted Answer

A)  partner branding.
B)  co-branding.
C)  dual branding.
D)  brand revitalization.
E)  brand extension.

Exam 15: Branding

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.

Correct AnswerverifiedShow Answer

The process of broadening the use of an organization's current brand to include new products is called

Correct AnswerverifiedD

Which of the following is not true regarding a brand extension strategy?

Correct AnswerverifiedShow Answer

The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as

Correct AnswerverifiedShow Answer

Brand image is the unique set of associations target customers or stakeholders make with a brand.

Correct AnswerverifiedShow Answer

Branding is less critical for nonprofit organizations because they do not have to generate profits or satisfy customers' needs with products.

Correct AnswerverifiedShow Answer

The biggest challenge in global branding is to remain easily recognizable at any location and,at the same time,be compatible with _______.

Correct Answerverifiedlocal cult...View AnswerShow Answer

One of the components of building a successful brand is the delivery of a quality product that ultimately delivers ______ to consumers.

Correct AnswerverifiedShow Answer

According to your text,social media can support the goal of building a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers,and by

Correct AnswerverifiedShow Answer

Darius has a Facebook and a Twitter account,actively uses Instagram,and has his own personal blog.He has a large network of social media friends and is very effective at influencing those people to act.Based on Darius' ability to drive other people to act on social media,he would have a high

Correct AnswerverifiedShow Answer

A brand that is marketed under the same name in multiple countries is referred to as a _______ brand.

Correct AnswerverifiedShow Answer

When the makers of Snickers candy bars decided to make a line of ice cream treats,they came up with Snickers ice cream bars.This is an example of

Correct AnswerverifiedShow Answer

A brand _______ signifies what the brand presently stands for in the minds of others.

Correct Answerverifiedimage

As a marketing tool,packaging

Correct AnswerverifiedShow Answer

Over 40 percent of U.S.shoppers say that they purchase private label brands for at least half of which product category?

Correct AnswerverifiedB

How can social media be used to get customers involved with brands?

Correct AnswerverifiedCompanies are using social media to conn...View AnswerShow Answer

Rebranding is a strategy to recapture lost sources of brand equity and identify and establish new sources of brand equity.

Correct AnswerverifiedShow Answer

Companies with strong brands are typically good at capturing customer _______.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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local cult...
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