Question 1

A company has four choices when it comes to developing brands.Which is NOT one of those choices?
A)line extension
B)brand extension
C)multibrands
D)width and depth extension
E)new brands

Accepted Answer

Width and depth extension is not a recognized strategy for developing brands. The other options (line extension, brand extension, multibrands, and new brands) are common strategies companies use to expand or diversify their brand portfolios.

Question 2

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes,and customers are more interested in what attributes will do for them than in the attributes themselves.

Accepted Answer

Attributes are easy to copy and customers are more interested in benefits or solutions that these attributes can offer rather than the attributes themselves, making it less desirable for brand positioning.

Question 3

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?
A)line extension
B)brand extension
C)multibranding
D)new brands
E)rebranding

Accepted Answer

Brand extension involves using an existing brand name to launch a new product category. This is different from line extension, which involves adding new variations of the same product line, multibranding, which involves creating new brands for different product categories, new brands, which involves creating a completely new brand name for a new product category, and rebranding, which involves changing the brand name and/or image for an existing product line.

Question 4

Marketers of Dove,a leading brand of facial cleanser,go beyond the brand's cleansing cream properties and communicate the resulting benefit of softer skin.This is known as product attributes in brand positioning.

Accepted Answer

This is known as benefit positioning, not product attributes, as it focuses on the benefits or value the product provides (softer skin) rather than just its features (cleansing cream properties).

Question 5

A(n)________ brand is a brand created and owned by a manufacturer or creator of a product or service.

Accepted Answer

The answer of A(n)________ brand is a brand created and...

Question 6

Which of the following is an advantage offered by co-branding?
A)Manufacturers do not have to invest in creating their own brand names.
B)Retailers have exclusive products that cannot be purchased from competitors.
C)A company can expand its existing brand into a category it otherwise might have difficulty entering alone.
D)Advertising,sales,promotion and marketing must be carefully coordinated.
E)Brand equity is stabilised.

Accepted Answer

Co-branding allows a company to leverage the existing brand equity of another company to enter a new market or category, which may have been difficult to achieve alone. This can expand the reach and relevance of the company's existing brand.

Question 7

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.
A)extension
B)awareness
C)packaging
D)internal marketing
E)franchising

Accepted Answer

Brand awareness refers to the extent to which consumers recognize and recall a brand. By investing in advertising, marketers aim to increase brand awareness and make the brand more familiar and recognizable to consumers. This can ultimately lead to greater preference and loyalty towards the brand. The other options, while important in their own right, are not directly related to the specific goal mentioned in the question.

Question 8

Emma is thirsty,hot and tired.She goes downstairs to get a Coke.However,the Coke machine is broken and even though there is a working Pepsi machine next to it,Emma walks to the next building to buy a Coke.This is an example of brand ________.

Accepted Answer

The answer of Emma is thirsty,hot and tired.She goes downstairs...

Question 9

While advertising campaigns can help to create name recognition,brand knowledge and maybe even some brand preference,brands are not maintained by advertising but by ________.
A)marketing experience
B)line extensions
C)brand experience
D)product mix
E)word-of-mouth elements

Accepted Answer

Brands are maintained by the overall experience that customers have with the brand, from the quality of the product to the customer service and beyond. While advertising can help to create awareness and interest in the brand, it is ultimately the brand experience that will keep customers coming back and recommending the brand to others.

Question 10

Co-branding is a form of product sponsorship that consists of activities,benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.

Accepted Answer

Co-branding is a marketing strategy where two or more brands collaborate on a product or service, leveraging each other's brand equity to enhance the product's appeal, rather than offering intangible services or benefits without resulting in ownership.

Question 11

Brands are not maintained by advertising,but by brand experiences.

Accepted Answer

Advertising may contribute to building brand awareness and image, but ultimately it is the experiences consumers have with the brand that solidify its reputation and create loyalty. These experiences include interactions with the product or service, customer service, social media engagement, and other touchpoints.

Question 12

When a company introduces a new brand name in the same product category,it is called line extension.

Accepted Answer

The answer of When a company introduces a new brand...

Question 13

A brand name should translate easily into foreign languages.

Accepted Answer

A brand name that easily translates into foreign languages helps in global marketing and brand recall. It also shows sensitivity and respect towards different cultures and languages.

Question 14

________ occurs when a company introduces additional items in a given product category under the same brand name,such as new flavours,forms,colours,ingredients or package sizes.
A)A line extension
B)A product mix
C)Interactive marketing
D)Service variability
E)Service intangibility

Accepted Answer

A line extension occurs when a company introduces additional items in a given product category under the same brand name. This is done to capitalize on the existing brand's reputation and customer loyalty.

Question 15

Customers come to know a brand through a wide range of contacts and touch points,including word of mouth,personal interactions with company employees,telephone interactions and company web pages.

Accepted Answer

Customers can come to know a brand through various interactions including word of mouth, personal interactions, telephone interactions, and company web pages.

Question 16

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?
A)megabrand
B)global brands
C)multibranding
D)private brands
E)family brands

Accepted Answer

Megabrand strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories.

Question 17

Each time the Coca Cola Company introduced a new type of cola beverage,Coke Original lost sales.When Diet Coke was released it resulted in a loss of sales to the original.When Coke Zero was launched,it took sales away from both Coke Original and Diet Coke.This loss of sales,as a direct result of a brand extension strategy,is known as ________.
A)brand cannibalisation
B)fighting brands
C)product obsolescence
D)derived demand
E)portfolio planning

Accepted Answer

Brand cannibalisation is the loss of sales for an existing product due to the introduction of a new product within the same brand. In this case, each new type of Coca Cola beverage is a brand extension, and as a result of these extensions, the sales of Coke Original, the original product, decreased.

Question 18

Companies should periodically use a technique,known as a brand audit,to evaluate their brands' strengths and weaknesses.

Accepted Answer

This statement is true. A brand audit is a process of assessing the current state of a brand, identifying its strengths and weaknesses, and coming up with recommendations for improvement. It is important for companies to conduct brand audits periodically to ensure that their brand is aligning with their goals and evolving with changes in the market.

Question 19

Retailers and wholesalers who have created their own brands-such as Woolworths' Select brand and Coles' Smartbuy brand-are participating in co-branding.

Accepted Answer

Creating their own brands, such as Woolworths' Select and Coles' Smartbuy, is an example of private labeling, not co-branding. Co-branding involves two or more brands collaborating on a product or service.

Question 20

A ________ involves the use of a successful brand name to launch new or modified products in a new category.
A)line extension
B)product line
C)brand extension
D)private brand
E)brand symbol

Accepted Answer

Brand extension involves using a successful brand name to launch new products in a different category. Line extension refers to adding new products to an existing product line. A product line is a group of products that are related and sold by a company under the same brand name. Private brand or private label refers to products that are created by a retailer and sold under their own brand name. Brand symbol is a visual representation of a brand, like a logo or icon.

Quiz 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

A company has four choices when it comes to developing brands.Which is NOT one of those choices?

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes,and customers are more interested in what attributes will do for them than in the attributes themselves.

An apparel marketer is planning to launch an existing brand name into a new product category.Which brand development strategy is being implemented?

Marketers of Dove,a leading brand of facial cleanser,go beyond the brand's cleansing cream properties and communicate the resulting benefit of softer skin.This is known as product attributes in brand positioning.

A(n)________ brand is a brand created and owned by a manufacturer or creator of a product or service.

Which of the following is an advantage offered by co-branding?

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.

Emma is thirsty,hot and tired.She goes downstairs to get a Coke.However,the Coke machine is broken and even though there is a working Pepsi machine next to it,Emma walks to the next building to buy a Coke.This is an example of brand ________.

While advertising campaigns can help to create name recognition,brand knowledge and maybe even some brand preference,brands are not maintained by advertising but by ________.