Test Bank12.1 Branding strategies include:a. choice of brand elements (e.g., logos, symbols, slogans)b. designing the usage experience (including marketing activities and supportingprograms that create strong, favorable, and unique associations for the brand)c. associations with other entities (e.g., country of origin, distribution channels, cobranding, sponsorship of events, celebrity endorsement
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Test Bank
12.1 Branding strategies include:
a. choice of brand elements (e.g., logos, symbols, slogans)
b. designing the usage experience (including marketing activities and supporting
programs that create strong, favorable, and unique associations for the brand)
c. associations with other entities (e.g., country of origin, distribution channels, cobranding, sponsorship of events, celebrity endorsements)
d. all of the above
e. none of the above
Answer: d Page: 407 Moderate
12-2 ____________ results in differential customer response to marketing activities.
a. branding
b. advertising
c. marketing
d. image building
e. none of the above
Answer: a Page: 407 Moderate
12-3 Key drivers of brand equity are:
a. customer brand awareness
b. customer brand attitude
c. customer perceptions of brand ethics
d. all of the above
e. none of the above
Answer: d Page: 407 Easy
12.4 Key benefits of brand equity to a company include:
a. price premiums
b. increased loyalty
c. reduced litigation
d. harmonious labor relations
e. a and b only
Answer: e Page: 407 Moderate
12-5 Strong brands have the following advantages for companies in a competitive
marketplace.
a. premium prices
b. higher margins
c. credibility
d. signal of product quality
e. all of the above
Answer: e Page: 408 Easy
12-6 Disadvantages of strong brands include the following except:
a. can be expensive
b. can be copied by imitators
c. can trigger a backlash if company is inconsistent with brand message
d. requires a long-term commitment
e. customers become angry if company doesn’t keep its promises
Answer: b Page: 408 Moderate
127 Which of the following cannot be an effective branding strategy for hightech products?
a. create a steady stream of innovations with strong value proposition cobranding
b. manage all points of contact with customers
c. launch price promotions
d. influence the influencers
e. harness Web 2.0 technologies
Answer: c Page: 410 Easy
128 “Influencing the influencers” refers to:
a. cobranding with an already established, reputable company
b. employing personal selling methods when brand is weak
c. giving products away to influential people and opinion leaders who will in turn
influence the masses
d. viral marketing
e. paying for Internet space in a similar fashion to shelf space
Answer: c Page: 411 Easy
12-9 The guiding principles for marketers to successfully leverage new media for branding
purposes are:
a. be honest in their communications,
b. demonstrate positive action in responding to users’ complaints
c. provide real value
d. all of the above
e. none of the above
Answer: d Page: 411 Moderate
12.10 Overbranding of high-tech products means:
a. branding the individual product which leads to a string of confusing names over time
b. branding the company, platform, or idea
c. having a family brand
d. having an umbrella brand
e. none of the above
Answer: a Page: 413 Moderate
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