Question 1

In middle-upper income economies consumers primarily buy brands for ______.
A) their reputation
B) their functional benefits
C) their country of origin image
D) their potential to say something about who we are

Accepted Answer

D

Question 2

Belk's idea of the extended self suggests ______.
A) we buy brands to impress others
B) we buy brands because they provide functional benefits
C) we buy brands because of their creative advertising
D) we buy brands because they say something about who we are

Accepted Answer

Belk's concept of the extended self posits that individuals use possessions and brands to express and form their identities, suggesting that the things we own or buy reflect and communicate aspects of who we are.

Question 3

A consultant suggests your brand should act like a rebel. What approach of branding does this refer to?
A) The experiential approach
B) The identity approach
C) The personality approach
D) The consumer approach

Accepted Answer

The personality approach to branding involves giving a brand human-like characteristics, such as being a rebel, to make it more relatable and distinctive to consumers.

Question 4

The key insight of the service dominant logic of marketing on branding is ______.
A) services firms should be branded
B) users buy brands for the services they offer
C) manufacturers should also sell services
D) none of these

Accepted Answer

The key insight of the service dominant logic of marketing on branding is that users buy brands for the services they offer, emphasizing the value and experience provided by the service aspect of the brand.

Question 5

What are examples of liquid consumption?
A) Platform brands such as Air BnB and Uber
B) Soft drinks
C) Brands that change their meaning a lot
D) Buying brands to signal our wealth

Accepted Answer

The answer of What are examples of liquid consumption?
A) Platform...

Question 6

Solid consumption is reflected in ______.
A) an emphasis on accessing things when needed
B) a focus on experiences
C) the belief that owning things is important
D) changing practices depending on context

Accepted Answer

Solid consumption is characterized by the belief that owning things is important, reflecting a traditional view of consumption where the accumulation of goods is valued.

Question 7

A liquid approach to luxury branding would ______.
A) result in greater emphasis on the brand logo
B) require ownership of the most exclusive objects
C) see Uber invest in an upmarket service
D) associate status with access to critical networks

Accepted Answer

A liquid approach to luxury branding focuses on experiences and access rather than ownership of physical objects. It values being part of influential networks over possessing exclusive items.

Question 8

The belief that the brand should be engineered into all aspects of the marketing mix derives from which approach to branding?
A) Relational
B) Economic
C) Communal
D) Experiential

Accepted Answer

The answer of The belief that the brand should be...

Question 9

Themed flagship stores that immerse you in the brand's identity represent which branding approach?
A) Cultural
B) Economic
C) Experiential
D) Relational

Accepted Answer

Experiential branding focuses on creating immersive experiences for customers, allowing them to engage with the brand's identity in a tangible way. Themed flagship stores are a prime example of this approach, as they are designed to envelop customers in the brand's world.

Question 10

If you are encouraged to understand the user and their world, which approach to branding is being used?
A) Relational
B) Personality
C) Cultural
D) Communal

Accepted Answer

The relational approach to branding focuses on understanding the user and their world, aiming to build a relationship between the brand and the consumer based on empathy and understanding.

Question 11

A consultant focused on ensuring that all of your firm's visual assets look the same is drawing on what branding approach?
A) Identity
B) Personality
C) Relational
D) Communal

Accepted Answer

The consultant is focusing on the visual consistency of the firm's assets, which aligns with the Identity approach in branding. This approach emphasizes the visual elements of a brand, such as logos, colors, and design, to ensure a cohesive and recognizable brand identity.

Question 12

Some brands encourage events to build connections between users. What type of brand approach is this?
A) Cultural
B) Relational
C) Communal
D) Personality

Accepted Answer

Communal branding strategies focus on creating a sense of community among users, often through events and experiences that bring people together, fostering a shared identity and connection to the brand.

Question 13

Gillette's recent campaign focused on challenging toxic masculinity is an example of what type of brand approach?
A) Experiential
B) Cultural
C) Personality
D) Communal

Accepted Answer

Gillette's campaign aimed at challenging toxic masculinity represents a cultural brand approach, as it directly addresses and seeks to influence societal norms and values.

Question 14

A brand's strength is a function of how much the user knows about it. Which approach to branding does this represent?
A) Consumer-based
B) Personality
C) Economic
D) Relational

Accepted Answer

The consumer-based approach to branding emphasizes the perceptions, attitudes, and behaviors of consumers towards a brand. It suggests that a brand's strength is determined by the consumer's knowledge and experience with the brand, aligning with the statement provided.

Question 15

Examples of strong and deep, emotionally invested brand-relationship metaphors are ______.
A) best customer and abused spouse
B) neighbour
C) secret admirer and childhood buddy
D) fling and marriage partner

Accepted Answer

Marriage partner is a strong and deep, emotionally invested brand-relationship metaphor.

Question 16

Customers jobs to be done refers to ______.
A) only functional needs
B) only emotional needs
C) any need
D) none of these

Accepted Answer

Customers' jobs to be done can encompass any need, whether it's functional, emotional, or social, as they look for products or services that help them solve a problem or fulfill a specific task.

Question 17

To identify jobs to be done, brand managers should look for which of the following?
A) Poorly solved problems
B) Things customers try to avoid
C) User innovations
D) All of these

Accepted Answer

Brand managers should consider all these aspects: poorly solved problems, things customers try to avoid, and user innovations to identify opportunities for new or improved products and services.

Question 18

What type of value is not relevant for co-creation of brand meaning?
A) Linking value
B) Exchange value
C) Symbolic value
D) Value in use

Accepted Answer

Exchange value refers to the transactional aspect of goods and services, focusing on the economic transaction rather than the collaborative or interpretive processes involved in co-creating brand meaning. Co-creation of brand meaning is more about the symbolic, linking, and usage aspects that create a deeper connection between the brand and its consumers.

Question 19

When someone claims that consumers buy a Makita power drill for the hole it will create, what type of value is being referred to?
A) Exchange value
B) Symbolic value
C) Value in use
D) Linking value

Accepted Answer

This refers to "Value in use," which means the practical utility or functionality that the product (in this case, a Makita power drill) provides to the consumer, which is the ability to create holes.

Question 20

The communal brand model is primarily based on what form of value?
A) Linking value
B) Exchange value
C) Use value
D) Symbolic value

Accepted Answer

The answer of The communal brand model is primarily based...

Quiz 2: Brand Users

In middle-upper income economies consumers primarily buy brands for ______.

Belk's idea of the extended self suggests ______.

A consultant suggests your brand should act like a rebel. What approach of branding does this refer to?

The key insight of the service dominant logic of marketing on branding is ______.

What are examples of liquid consumption?

Solid consumption is reflected in ______.

A liquid approach to luxury branding would ______.

The belief that the brand should be engineered into all aspects of the marketing mix derives from which approach to branding?

Themed flagship stores that immerse you in the brand's identity represent which branding approach?

If you are encouraged to understand the user and their world, which approach to branding is being used?

A consultant focused on ensuring that all of your firm's visual assets look the same is drawing on what branding approach?

Some brands encourage events to build connections between users. What type of brand approach is this?

Gillette's recent campaign focused on challenging toxic masculinity is an example of what type of brand approach?

A brand's strength is a function of how much the user knows about it. Which approach to branding does this represent?

Examples of strong and deep, emotionally invested brand-relationship metaphors are ______.

Customers jobs to be done refers to ______.

To identify jobs to be done, brand managers should look for which of the following?

What type of value is not relevant for co-creation of brand meaning?

When someone claims that consumers buy a Makita power drill for the hole it will create, what type of value is being referred to?

The communal brand model is primarily based on what form of value?