Question 1

Figure 11-7
-Companies can employ several different branding strategies. In Figure 11-7 above, B represents a ________ strategy.

Accepted Answer

The answer of  Figure 11-7
-Companies can employ several different...

Question 2

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Accepted Answer

Kellogg's likely changed the name to comply with FDA guidelines, which regulate health claims in food branding.

Question 3

Which of the following products has the brand name that best suggests its benefits, one of six criteria for selecting a good brand name?

Accepted Answer

"Match Light charcoal" suggests its benefit by implying that it lights easily, which is a desirable feature for charcoal.

Question 4

7UP is a lemon-lime carbonated soft drink that has been very successful in the United States. Dr Pepper/Seven Up, Inc., the maker of 7UP, uses a family branding strategy to market 7UP worldwide. In China, sales have suffered since the brand name means "death through drinking." Which criterion for picking a good band name did Dr Pepper/Seven Up, Inc. violate when it chose to use a family branding strategy to market 7UP in China?

Accepted Answer

The brand name "7UP" in China has negative semantic associations, meaning "death through drinking," which violates the criterion that a brand name should have favorable phonetic and semantic associations in other languages.

Question 5

Ralph Lauren has a long-term ________ agreement with Luxottica Group for the design, production, and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand. Ralph Lauren is a leader in the design, marketing, and distribution of premium lifestyle products, while Luxottica is the global leader in luxury eyewear.

Accepted Answer

Ralph Lauren has a brand licensing agreement with Luxottica, allowing Luxottica to design, produce, and distribute eyewear under the Ralph Lauren brand.

Question 6

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well ( fahrt meaning travel). This brand name in the United States, however, may not be as effective due to

Accepted Answer

The name "Fahrtfull" may have unfavorable phonetic and semantic associations in English, as "fahrt" sounds similar to "fart," which could lead to negative perceptions or humor that detracts from the product's intended image.

Question 7

A good brand name has several characteristics, including that it should

Accepted Answer

The answer of A good brand name has several characteristics,...

Question 8

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Accepted Answer

The second step in building brand equity involves establishing brand meaning, which consists of brand performance and brand imagery.

Question 9

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to

Accepted Answer

The fourth and last step in building brand equity is to create a consumer-brand connection, which involves establishing a deep, enduring relationship between the brand and the consumer.

Question 10

Figure 11-7
-Companies can employ several different branding strategies. In Figure 11-7 above, Box A represents a ________ strategy.

Accepted Answer

The answer of  Figure 11-7
-Companies can employ several different...

Question 11

Brand licensing is

Accepted Answer

Brand licensing is a contractual agreement where a company permits another firm to use its brand name or trademark in exchange for a royalty or fee.

Question 12

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

Accepted Answer

The third step in building brand equity involves eliciting consumer responses, which are represented by consumer judgments and consumer feelings.

Question 13

Brand equity provides a financial advantage for a brand's owner because successful, established brand names have an economic value in the sense that they are

Accepted Answer

Brand equity is considered an intangible asset because it represents the value added to a product or company through its brand name, reputation, and customer perception, rather than physical or tangible assets.

Question 14

Companies can choose from several different branding strategies. Kohl's, with its own Croft & Barrow, SONOMA Goods for Life, and Apt. 9 brands that offer men's and women's apparel and footwear, accessories and home goods in its stores, is using a ________ strategy.

Accepted Answer

Kohl's is using a private branding strategy, where it sells products under its own store brands like Croft & Barrow, SONOMA Goods for Life, and Apt. 9, which are exclusive to its stores.

Question 15

A contractual agreement whereby one company (licensor) allows its brand name or trademark to be used with products or services offered by another company (licensee) for a royalty or fee is referred to as

Accepted Answer

Brand licensing is when a licensor allows a licensee to use its brand name or trademark in exchange for a royalty or fee.

Question 16

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of

Accepted Answer

This is an example of brand licensing, where Kemps pays Wrigley to use the Life Savers brand name for their product.

Question 17

The Make a Wish Foundation brand name is especially effective because it

Accepted Answer

The name "Make a Wish Foundation" clearly suggests the benefit of granting wishes, which aligns with the organization's mission to fulfill the wishes of children with critical illnesses.

Question 18

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of

Accepted Answer

This is an example of brand licensing, where Mattel allows Colgate to use the Barbie brand in exchange for a fee.

Question 19

In 1984, IBM launched the "PCjr," its first low-priced, educational/home personal computer. Sales were poor because IBM most likely violated which criterion for picking a good brand name?

Accepted Answer

The answer of In 1984, IBM launched the "PCjr," its...

Question 20

Which of the following is one of the four alternatives for branding strategy that companies can employ?

Accepted Answer

Multiproduct branding is a strategy where a company uses one name for all its products in a product class, which is a recognized branding strategy.

Quiz 11: Managing Successful Products, Services, and Brands

Figure 11-7 -Companies can employ several different branding strategies. In Figure 11-7 above, B represents a ________ strategy.

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Which of the following products has the brand name that best suggests its benefits, one of six criteria for selecting a good brand name?

IKEA sells a portable workbench called the Fahrtfull. The product has many positive features, and in German or Swedish markets, the name describes the product's features well ( fahrt meaning travel) . This brand name in the United States, however, may not be as effective due to

A good brand name has several characteristics, including that it should

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which represent

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. F represents the fourth and last step, which is to

Figure 11-7 -Companies can employ several different branding strategies. In Figure 11-7 above, Box A represents a ________ strategy.