Branding: Marketing and Answer
Chapter-9: MCQ’s and short questions:
1._____ is endowing products and services with the power of a brand. Your Answer: | Branding |
2._____ is the added value endowed to products and services. Your Answer: | Brand equity |
3.______ are those trademarked devices that serve to identify and differentiate the brand. Your Answer: | Brand elements |
4._____ marketing is about mixing and matching marketing activities to maximize their individual and collective effects. Your Answer: | Integrating |
5._____ is consumers' ability to identify the brand under different conditions as reflected by their brand recognition or recall performance. Your Answer: | Brand awareness |
6._____ occurs when customers experience the company as delivering on its brand promise. Your Answer: | Brand bonding |
7.A _____ is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. Your Answer: | brand audit |
8.When a firm uses an established brand to introduce a new product it is called a _____. Your Answer: | brand extension |
9.A _____ product is one whose brand name has been licensed to other manufacturers who actually make the product. Your Answer: | licensed |
10._____ occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less about the brand. Your Answer: | Brand dilution |
11._______is the set of all brands and brand lines which a particular firm offers for sale to buyers in a particular category. Your Answer: | Brand portfolio |
12._____ measures the degree to which a brand is seen as different from others. Your Answer: | Differentiation |
13._____ measures the breadth of a brand's appeal. Your Answer: | Relevance |
14.Nike has the distinctive "swoosh" logo, the "Just Do It" slogan, and the "Nike" name based on a mythological goddess. These items are
1._____ is endowing products and services with the power of a brand. Your Answer: | Branding |
2._____ is the added value endowed to products and services. Your Answer: | Brand equity |
3.______ are those trademarked devices that serve to identify and differentiate the brand. Your Answer: | Brand elements |
4._____ marketing is about mixing and matching marketing activities to maximize their individual and collective effects. Your Answer: | Integrating |
5._____ is consumers' ability to identify the brand under different conditions as reflected by their brand recognition or recall performance. Your Answer: | Brand awareness |
6._____ occurs when customers experience the company as delivering on its brand promise. Your Answer: | Brand bonding |
7.A _____ is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity. Your Answer: | brand audit |
8.When a firm uses an established brand to introduce a new product it is called a _____. Your Answer: | brand extension |
9.A _____ product is one whose brand name has been licensed to other manufacturers who actually make the product. Your Answer: | licensed |
10._____ occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less about the brand. Your Answer: | Brand dilution |
11._______is the set of all brands and brand lines which a particular firm offers for sale to buyers in a particular category. Your Answer: | Brand portfolio |
12._____ measures the degree to which a brand is seen as different from others. Your Answer: | Differentiation |
13._____ measures the breadth of a brand's appeal. Your Answer: | Relevance |
14.Nike has the distinctive "swoosh" logo, the "Just Do It" slogan, and the "Nike" name based on a mythological goddess. These items are