Deck 7: Branding and Positioning

Question 1

Branding strategy involves much more than developing a clever brand name or brand mark. To be truly effective, a brand should succinctly capture the total offering in a way that:

A) clearly distinguishes it from competiting offerings.
B) utilizes at least 5 brand attributes.
C) answers a question in the customer's mind.
D) clearly ties the brand name together with the brand mark.
E) associates the brand with a customer emotion such as happiness or love.

Answer 1

C

Question 2

A major goal in the growth stage is to maximize profit by defending market share or stealing it from competitors.​

Answer 2

False

Question 3

Mattel has paid to develop and sell Harry Potter toys based on characters from the movies. This is an example of co-branding.

Answer 3

False

Question 4

A major disadvantage of family branding is that the poor performance of one product could tarnish the brand image of the other products in the line.

Question 5

With respect to product descriptors, the product's __________ communicate(s) how the product behaves, hopefully in a fashion that is distinctive and appealing to customers.

A) features
B) benefits
C) image
D) position
E) advantages

Question 6

__________ are factual descriptors of the product and its characteristics.

A) ​product benefits
B) ​product advantages
C) ​product features
D) brand marks
E) ​brand descriptions

Question 7

Without a doubt, the most important tool of differentiation is:

A) the product's image.
B) the brand.
C) the product's features.
D) perceptual mapping.
E) the product's price.

Question 8

Private-label brands give customers confidence that they are buying a widely known brand from a respected company.

Question 9

Porsche and BMW would most likely be positioned close to one another on a perceptual map.

Question 10

When Meghan went to buy groceries, she found everything on her list except Pampers diapers. While the store had other competing brands in stock, Meghan left and drove five miles to the next store where she found the Pampers. It appears that Meghan exhibits a high degree of __________ for Pampers diapers.

A) brand recognition
B) brand preference
C) brand insanity
D) brand equity
E) brand insistence

Question 11

Best Buy offers many different manufacturer (name) brands including HP, Panasonic, Sony, and Canon. Which of the following is a primary reason that Best Buy would offer these and other manufacturer brands?

A) increased profit margin
B) increased store traffic
C) less competition
D) total control over marketing
E) increased loyalty to Best Buy

Question 12

Financing arrangements are an example of a support service.

Question 13

Rovio recently launched a new version of its popular Angry Birds game called "Angry Birds: Star Wars." What type of brand alliance does this represent?

A) family branding
B) brand licensing
C) co-marketing
D) brand affinity
E) brand collaboration

Question 14

Tablet computers are in the introductory stage of the product life cycle.

Question 15

Companies that have products in the decline stage should immediately divest them.

Question 16

One of the most common marketing goals during the introduction stage of the product life cycle is to:

A) conduct test marketing studies.
B) maintain market share.
C) find new uses for the product.
D) engage in customer education activities.
E) spread misleading information about competing products.

Question 17

Brand preference is the strongest degree of brand loyalty.

Question 18

What is the overall goal of effective corporate branding?

A) To clearly tie the brand name and brand mark with the organization.
B) To associate the organization with one or more philanthropic causes.
C) To sell more product to members of the supply chain.
D) To position the product relative to competing products.
E) To build and enhance the organization's reputation.

Question 19

A brand has two parts: the brand name and brand mark.

Question 20

Which of the following IS NOT a function or potential function of packaging?

A) protection
B) storage
C) convenience
D) integration
E) co-branding

Question 21

The text argues that a brand is only truly effective when it succinctly captures the total offering in a way that answers a question in the customer's mind. Explain what this means with respect to branding strategy. Also, how is answering a question for customers related to the potential brand attributes outlined in the text?

Question 22

Compare and contrast brand loyalty and brand equity, as well as how these concepts are related. Must a brand possess high brand loyalty in order to possess high brand equity? Explain.

Question 23

Procter & Gamble is well known for its use of __________ branding because every product in P&G's portfolio has a different brand name.

A) differentiated
B) individual
C) corporate
D) segmented
E) family

Question 24

During the maturity stage of the product life cycle, a firm has four general goals that can be pursued. Which of the following IS NOT one of these options?

A) divest the product
B) generate cash flow
C) steal market share
D) hold market share
E) increase share of customer

Question 25

If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

A) co-branding
B) brand licensing
C) co-marketing
D) brand affinity
E) brand collaboration

Question 26

Why is the product life cycle an important consideration in selecting and developing a marketing strategy? What are the core differences among the PLC stages that force marketers to alter their marketing programs over time?

Question 27

Explain the key differences between product differentiation and product positioning. Other than branding, what are other factors on which product differentiation can be based?

Question 28

Which of the following is the best example of a brand mark?

A) Honda
B) Nike's swoosh
C) WD-40
D) BMW
E) 7-Eleven

Question 29

As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they indicate products/brands that are similar in terms of relative mental position. Second, they illustrate:

A) which brands occupy the same relative space.
B) how competing brands imitate one another.
C) voids in the current mindscape for a product category.
D) how long a brand has held its relative mental image.
E) how much longer a brand is likely to hold its relative mental image.

Question 30

While Madison was shopping for coffee makers at Target, she recognized many of the brands that were available. Although she was looking for a machine made by Mr. Coffee, she bought a coffee maker by Hamilton Beach because Target was out of all Mr. Coffee machines. What type of brand loyalty is Madison exhibiting?

A) brand recognition
B) brand preference
C) brand insanity
D) brand equity
E) brand insistence

Question 31

Why is the strategy canvas tool useful for positioning?

A) ​It represents customer perceptions and preferences spatially by means of a visual display.
B) ​It is an effective way to rebrand a product and push it back into the growth stage.
C) ​It measures differences in the firm's product offering that set it apart from competing offerings.
D) ​It demonstrates the firm's relative position in terms of competitive factors important to the target market.
E) ​It is used to come up with product descriptors that inform consumers about the product.

Question 32

Walmart offers many different private-label brands including Sam's Choice, Equate, and Ol' Roy. Overall, what is the primary reason that Walmart would offer these and other private-label brands?

A) increased profit margin
B) reduced marketing costs
C) lowers the risk of a product failure
D) lower inventory costs
E) enhances Walmart's image

Question 33

One way of looking at __________ is to consider the marketing and financial value associated with a brand's position in the marketplace.

A) brand equity
B) brand identity
C) brand equality
D) brand value
E) brand capitalization

Question 34

Firms using the __________ approach during the decline stage of the product life cycle will gradually reduce marketing expenditures and use a less resource-intensive marketing mix.

A) divesting
B) harvesting
C) repositioning
D) life extending
E) balanced

Question 35

What is a major risk of family branding?

A) ​Overextension
B) Brand ambiguity
C) ​Improper positioning
D) ​Lack of differentiation
E) ​Low brand loyalty

Question 36

Overall, what is the difference between differentiation and positioning?

A) Differentiation is about the product whereas positioning is about the brand.
B) Differentiation is based on real differences between products, while positioning is completely perceptual.
C) Differentiation is about creating differences among competing products, while positioning is about creating a mental image in consumers' minds.
D) Differentiation is used in tangible goods, while positioning is used in services.
E) Differentiation focuses on differences among brands, while positioning is about differences among products.

Question 37

Kimberly-Clark has seen one of its product lines decline over the years. The company decides the product is taking up too much resources, and it would be better to ​withdraw all marketing support for the product. This strategy is known as

A) ​repositioning
B) product pullout
C) ​marketing discontinuation
D) ​harvesting
E) ​divesting

Question 38

Explain the importance of corporate branding. How is it tied to product-related branding? Give examples of how a firm's corporate brand is tied to its reputation and its success in the marketplace.

Question 39

What do escalator and aspirin have in common?

A) ​They were once generic brands.
B) ​They are both private-label brands.
C) They are protected by copyright.
D) ​Their brands did not sufficiently explain their benefits.
E) ​Their brand names were not sufficiently protected.

Question 40

Which stage of the product life cycle has (1) establishing a strong, defensible market position, and (2) achieving financial objectives that repay investment as its main priorities?

A) Introduction
B) Growth
C) Maturity
D) Development
E) Decline