Competitive Superiority and Channel and Other Intermediary Support Are Factors
Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.
A) profit multiplier
B) market multiplier
C) customer multiplier
D) program multiplier
E) brand multiplier
Burton, makers of snowboards, introduced a new surfboard called "The Dominator". In creating the marketing program to support this new product, Burton could leverage secondary brand knowledge. If Burton secured the endorsement of a top professional surfer, they would be linking to which particular type of source?
B) channels of distribution
C) sporting or cultural events
E) geographical regions
If an organization has as one of its objectives to collect information from consumers over time, the organization will most likely use a technique called ________ to accomplish the desired objective.
A) nonmetric-multidimensional scaling
B) internal branding
C) brand visualization
D) Likert scaling
E) tracking studies
Three general strategies can be used in branding. Which of the following strategies is the one used by Kellogg's when it follows a sub-branding policy with Kellogg's Rice Krispies, Kellogg's Raisin Bran, and Kellogg's Corn Flakes?
A) blanket family names
B) global names for all products
C) corporate name combined with individual product names
D) separate family names for all products
E) individual names