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Exam 9: The Brand

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Question 31

Multiple Choice

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A company introduced the Funday film to compete with lower-priced brands, but it found many of its regular customers buying Funday instead of the company's usual, higher-priced film. The company experienced ________.

A) a brand contraction
B) counterfeiting
C) brand protection
D) cannibalization
E) a brand alliance

F) A) and B)
G) C) and D)

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Question 32

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Private label brands have traditionally dominated the brand choices available to consumers at retail stores.

A) True
B) False

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Question 33

Multiple Choice

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Which of the following involves varying products in a product line by price and quality?

________ are responsible for managing multiple brands in a product line.

The middle level of brand positioning is ________.

A strong brand that suspends advertising for several months will find that the majority of consumers quickly lose memory of the brand.

Which of the following is most important in defining the brand architecture that a company uses to guide brand development?

Which of the following is a potential drawback of multibranding?

A customer is more likely to have an emotional connection with a brand than with a product.

________ is used when a company introduces a new item under an existing brand name to an established product line.

Explain how cannibalization and multibranding are related.

A ________ involves taking an existing brand into a new category.

Cannibalization is the loss of sales that is often a side effect of bundling.

Brand ________ is the extent to which a consumer repeatedly purchases a given brand.

Refer to the scenario below to answer the following questions. Herb Marks built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his two-year contract with Elmore ended. Herb built a company reputation on the manufacture and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Herb Marks established a brand name, known merely as Marks, and decided to expand on it. Herb extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Herb's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Marks, as well as nurture existing accounts. "We make an excellent product," Herb Marks stated, "and we honor a good guarantee on everything we sell. But let's face it we face hundreds of competitors! We need Marks representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Marks brand was fast becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Marks representative, before the purchase and long after. -The wooden writing utensils with customized engraving that Herb originally manufactured and distributed were positioned on a(n) ________ level.

Whenever a company introduces a new product in a portfolio, there is a risk of ________, which occurs when sales of an existing product decline as the firm's current customers switch to the new product.

Briefly discuss how brand management is affected by social media and how a company can use social media to its advantage.

________ occurs when two or more established brand names collaborate on the marketing of one specific product.

The red letter "K" that appears on all Kellogg's cereal boxes is an example of a ________.

Which of the following is NOT a desirable quality for a brand name?