Marketing Defined Explained Applied 2nd Edition Levens Test Bank

Marketing Defined Explained Applied
2nd Edition Levens Test Bank

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Marketing Defined, Explained, Applied, 2e (Levens)
Chapter 9 The Brand
1) A(n) ________ is a promise to deliver specific benefits associated with products or services to
consumers.
A) service
B) brand
C) license
D) patent
E) alliance
Answer: B
Diff: 1 Page Ref: 115
AACSB: Communication abilities
Skill: Concept
Objective: 9-1
2) According to your textbook, the initial layer of a brand represents ________.

A) values
B) benefits
C) attitudes
D) tangible features
E) intangible features
Answer: D
Skill: Concept
Objective: 9-1
3) Brand ________ is the power of a brand, through creation of a distinct image, to influence
customer behavior.
A) equity
B) attitude
C) valuation
D) knowledge
E) positioning
Answer: A
Skill: Concept
Objective: 9-2
4) Brand ________ is the set of associations that consumers hold in memory regarding a brand's
features, benefits, users, and perceived quality as a result of prior brand marketing activities.
A) equity
B) attitude
C) valuation
D) knowledge
E) positioning
Answer: D
Skill: Concept
Objective: 9-2
5) In a(n) ________, a business cuts prices to take sales from competitors.

A) equity competition
B) share of wallet battle
C) price war
D) channel switch
E) brand stretch
Answer: C
Skill: Concept
Objective: 9-2
6) A(n) ________ is a system in which products and services flow from businesses to consumers
while payment flows from consumers to businesses.
A) marketplace
B) brand valuation
C) brand strategy
D) channel
E) category
Answer: D
Skill: Concept
Objective: 9-2
7) Of the following, a company would be most likely to rely on ________ to lower its costs and
focus its resources on core competencies.
A) brand stretching
B) price wars
C) bundling
D) brand valuation
E) outsourcing
Answer: E
Skill: Concept
Objective: 9-2
8) The total financial benefit that results from owning a brand is quantified through the process
of brand ________.
A) differentiation
B) valuation
C) extension
D) positioning
E) equity
Answer: B
Skill: Concept
Objective: 9-2
9) Brand equity reflects the value ________ attach to the promise of the brand.
A) competitors
B) marketers
C) consumers
D) partners
E) managers
Answer: C
Skill: Concept
Objective: 9-2
10) Which of the following statements about brand equity is NOT true?
A) Strong brand equity means a brand has customer loyalty.
B) Brand equity refers to the brand's value to an organization.
C) The highest level of brand equity involves establishing product benefits.
D) Brand equity gives a firm the power to capture and hold onto a larger share of the market and
to sell at prices with higher profit margins.
E) Brand equity can provide a competitive advantage.
Answer: C
Skill: Concept
Objective: 9-2
11) The primary methods of brand valuation are ________ and ________.
A) additive; inclusive
B) intellectual; emotional
C) stretching; contracting
D) elastic; inelastic
E) bundling; separating
Answer: A
Skill: Concept
Objective: 9-2
12) Which of the following was NOT among the top ten in Business Week's Annual Rating of
the Best Global Brands for 2009?
A) Gap
B) Coca-Cola
C) Microsoft
D) IBM
E) Toyota
Answer: A
Skill: Concept
Objective: 9-2
13) Customer loyalty, commitment, and equity are all factors that can build ________.
A) brand equity
B) brand positioning
C) brand alliances
D) brand personality
E) brand knowledge
Answer: A
Skill: Concept
Objective: 9-2
14) Brand ________ is the extent to which a consumer repeatedly purchases a given brand.
A) equity
B) knowledge
C) valuation
D) loyalty
E) sourcing
Answer: D
Skill: Concept
Objective: 9-2
15) Of the types of brand loyalty, which one leads to a higher relative price?
A) attitudinal
B) behavioral
C) purchase
D) category
E) consumption
Answer: A
Skill: Concept
Objective: 9-2
16) Of the types of brand loyalty, which one leads to a greater market share?
A) attitudinal
B) behavioral
C) purchase
D) category
E) consumption
Answer: C
Skill: Concept
Objective: 9-2
17) Which of the following is defined as the differential effect that brand knowledge has on the
customer response to marketing efforts?
A) attitudinal brand equity
B) customer-based brand equity
C) loyalty
D) brand valuation
E) brand positioning
Answer: B
Skill: Concept
Objective: 9-2
18) Businesses selling to other businesses tend to discuss ________ when presenting their
product and services than business-to-consumer brands do.
A) more emotional benefits
B) more status benefits
C) more rational elements
D) more brand personality
E) less brand loyalty
Answer: C
Skill: Concept
Objective: 9-2
19) Brand ________ answers the question "What should my brand stand for?"
A) personality
B) positioning
C) alliance
D) knowledge
E) architecture
Answer: B
Skill: Concept
Objective: 9-3
20) Which of the following is the most basic level on which marketers can position their brands
in consumers' minds?
A) interactive marketing
B) values
C) product attributes
D) benefits
E) added service
Answer: C
Skill: Concept
Objective: 9-3
21) The middle level of brand positioning is ________.

A) beliefs
B) values
C) product attributes
D) benefits
E) service
Answer: D
Skill: Concept
Objective: 9-3
22) The strongest brands go beyond attributes or benefit positioning; they are positioned on
________.
A) desirable benefits
B) service attributes
C) status
D) values
E) customer image
Answer: D
Skill: Concept
Objective: 9-3
23) Which brand positioning level is most likely to create a relationship with a customer that
engenders brand loyalty, commitment, and strong consumer equity?
A) benefits
B) service attributes
C) status
D) values
E) personality
Answer: D
Skill: Concept
Objective: 9-3
24) ________ consists of characteristics that make a brand unique.

A) Brand valuation
B) Brand equity
C) Brand personality
D) Licensing
E) Intellectual property
Answer: C
Skill: Concept
Objective: 9-3
25) Which of the following is NOT a desirable quality for a brand name?
A) It should suggest something about the product or service.
B) It should be memorable and distinctive.
C) The brand should almost always be a long word to get attention.
D) The name should export smoothly to foreign markets.
E) Its name should qualify for protection as intellectual property.
Answer: C
Skill: Concept
Objective: 9-3
26) ________ involves the naming and organizing of brands within a broader portfolio.
A) Brand valuation
B) Brand equity
D) Brand architecture
E) Brand alliance
Answer: D
Skill: Concept
Objective: 9-3
27) In the competition between ________ and ________ brands, retailers have the advantages of
controlling what products will be stocked, where products will be stocked, and what prices will
be charged.
A) national; manufacturer
B) store; private label
C) manufacturer; private label
D) store; licensed
E) private label; distributor
Answer: C
Skill: Concept
Objective: 9-3
28) Another name for a reseller's brand is a ________.

A) national brand
B) private label brand
C) generic brand
D) manufacturer brand
E) licensed brand
Answer: B
Skill: Concept
Objective: 9-3
29) An increasing number of retailers have created their own ________, almost completely
replacing non-branded products.
A) approach products
B) private label brands
C) avoidance products
D) service goods
E) specialty products
Answer: B
Skill: Concept
Objective: 9-3
30) Private label brands have almost completely replaced ________.

A) approach products
B) national brands
C) avoidance products
D) generic products
E) specialty products
Answer: D
Skill: Concept
Objective: 9-3
31) Which of the following would allow a company to avoid the expense of creating, developing,
and maintaining a brand?
A) licensing
B) co-branding
C) multibranding
D) bundling
E) patenting
Answer: A
Skill: Concept
Objective: 9-3
32) For a fee, some companies ________ names or symbols previously created by other
manufacturers, characters from popular movies and books, or works of art, any of which can
provide brand equity.
A) service
B) market
C) extend
D) brand
E) license
Answer: E
Skill: Concept
Objective: 9-3
33) ________ occurs when two or more established brand names collaborate on the marketing of
one specific product.
A) A brand extension
B) Brand equity
C) Co-branding
D) A line extension
E) Cannibalization
Answer: C
Skill: Concept
Objective: 9-3
34) Which of the following is a relationship, short of a merger, that is formed by two or more
businesses to create market opportunities that would not have otherwise existed?
A) a line extension
B) bundling
C) a brand strategy
D) a brand alliance
E) a portfolio
Answer: D
Skill: Concept
Objective: 9-3
35) Which of the following should a company LEAST expect as a benefit resulting from co-
branding?
A) Product development and research costs are avoided.
B) Loyalty from each brand is extended to the co-branded product.
C) Shortcomings of one brand are compensated for by strengths of the other brand.
D) Promotion costs are split between partners.
E) New market opportunities are created.
Answer: A
Skill: Concept
Objective: 9-3
36) By definition, a company with a ________ owns multiple brands.

A) brand line
B) channel
C) portfolio of brands
D) brand position
E) brand alliance
Answer: C
Skill: Concept
Objective: 9-3
37) ________ is the process through which the market offering is positioned in the consumer's
mind to produce a perception of advantage.
A) Brand knowledge
B) Brand equity
C) Brand alliance
D) Brand categorization
E) Brand strategy
Answer: E
Skill: Concept
Objective: 9-3
38) ________ is used when a company introduces a new item under an existing brand name to an
established product line.
A) Line extension
B) Licensing
C) Brand extension
D) Co-branding
E) Bundling
Answer: A
Skill: Concept
Objective: 9-3
39) Which of the following is most important in defining the brand architecture that a company
uses to guide brand development?
A) line extension strategy
B) brand strategy
C) brand positioning
D) brand protection
E) brand knowledge
Answer: B
Skill: Concept
Objective: 9-3
40) Which of the following is NOT one of the four strategic options involved in the development
of brands?
A) multibrand offerings
B) brand protection
C) a line extension
D) a brand extension
E) new brands
Answer: B
Skill: Concept
Objective: 9-3
41) A company that wants to keep its customers from switching brands would be most likely to
select a ________ strategy.
A) new brand
B) line extension
C) multibranding
D) co-branding
E) licensing
Answer: B
Skill: Concept
Objective: 9-3
42) Which of the following involves varying products in a product line by price and quality?
A) vertical brand extension
B) horizontal brand extension
C) vertical line extension
D) horizontal line extension
E) bundling
Answer: C
Skill: Concept
Objective: 9-3
43) A company that does not want to add to the product lines in its portfolio would be most
likely to select which of the following options?
A) multibranding
B) bundling
C) brand extension
D) brand stretching
E) line extension
Answer: B
Skill: Concept
Objective: 9-3
44) Which of the following is the practice of marketing two or more products and/or services in a
single package?
A) multibranding
B) co-branding
C) line extending
D) brand stretching
E) bundling
Answer: E
Skill: Concept
Objective: 9-3
45) A ________ involves taking an existing brand into a new category.

A) line extension
B) product line
C) brand extension
D) private brand
E) bundled brand
Answer: C
Skill: Concept
Objective: 9-3
46) Which of the following risks is most closely associated with the strategy of brand extension?
A) brand flanking
B) counterfeiting
C) controlling the use of an image owned by the company
D) negotiating a relationship with a brand ally
E) losing focus of the core positioning of the brand
Answer: E
Skill: Concept
Objective: 9-3
47) 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.
A) counterfeiting
B) disintermediation
C) cannibalization
D) brand inequity
E) bundling
Answer: C
Skill: Concept
Objective: 9-3
48) ________ are responsible for managing multiple brands in a product line.
A) Category managers
B) Brand managers
C) Communications managers
D) Market managers
E) Sales managers
Answer: A
Skill: Concept
Objective: 9-4
49) ________ is a collection of non-physical assets owned by an individual or company that are
the result of innovation and are legally protected from being copied or used by unauthorized
partners.
A) Brand valuation
B) Brand architecture
D) Intellectual property
E) Category property
Answer: D
AACSB: Ethical understanding and reasoning abilities
Skill: Concept
Objective: 9-4
50) Which of the following government agencies is responsible for assigning rights for limited
times to individuals or companies to use innovations?
A) the Federal Communications Commission
B) the United States Patent and Trademark Office
C) the United States Consumer Product Safety Commission
D) the Interstate Commerce Commission
E) the Federal Trade Commission
Answer: B
Skill: Concept
Objective: 9-4
51) The red letter "K" that appears on all Kellogg's cereal boxes is an example of a ________.
A) brand valuation
B) brand license
C) trade character
D) brand
E) co-brand
Answer: D
AACSB: Reflective thinking skills
Skill: Application
Objective: 9-1
52) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though
the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________.
A) extension
B) equity
C) specialty
D) service
E) allies
Answer: B
Skill: Application
Objective: 9-2
53) A manager of a Holiday Inn said, "We have power and value in the market and people are
willing to pay for it." This manager is referring to ________.
A) brand protection
B) brand alliances
C) brand equity
D) line extensions
E) brand extensions
Answer: C
Skill: Application
Objective: 9-2
54) The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at upscale
shops in urban and suburban settings, has experimented with increasing the price of several items
in the Wee Won line. Sales of these items did not decrease with the new, higher prices. It is most
accurate to say that Wee Won customers have exhibited ________.
A) purchase loyalty
B) brand alliances
C) brand stretching
D) attitudinal loyalty
E) benefits positioning
Answer: D
Skill: Application
Objective: 9-2
55) Each new iPod product introduction advances the causes of democratizing technology and
approachable innovation. iPod, an expert at fostering customer community, has been ranked one
of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on
________.
A) attributes
B) benefits
C) variation
D) selection
E) values
Answer: E
Skill: Application
Objective: 9-3
56) The Kirkland products sponsored and sold by the retailer Costco are an example of a(n)
________.
A) organizational brand
B) support brand
C) private label brand
D) sponsorship brand
E) manufacturer's brand
Answer: C
Skill: Application
Objective: 9-3
57) Del Monte Foods, a large corporation that manages many family food and pet food brands,
sells the Contina brand of canned tomato products to supermarkets across the country. Contina is
an example of a(n) ________.
A) organizational brand
B) support brand
C) private label brand
D) reseller brand
E) manufacturer brand
Answer: E
Skill: Application
Objective: 9-3
58) Disney allowed a paint manufacturer to produce paint using the Disney brand name for a
specific period of time. Disney paint is an example of ________.
A) licensing
B) bundling
C) alliance branding
D) multibranding
E) private label branding
Answer: A
Skill: Application
Objective: 9-3
59) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and
use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated
hair. This is an example of a(n)________.
A) horizontal line extension
B) vertical line extension
C) vertical brand extension
D) horizontal brand extension
E) co-branding
Answer: A
Skill: Application
Objective: 9-3
60) An apparel marketer with a strong brand in the women's casual wear market is planning to
launch that existing brand name into the new product category of women's accessories. Which
brand development strategy is being implemented?
A) line extension
B) brand extension
C) multibranding
D) new brands
E) co-branding
Answer: B
Skill: Application
Objective: 9-3
61) Which of the following is a potential drawback of multibranding?
A) Consumers may become confused about the image of the main brand.
B) An overextended brand name might lose its specific meaning for consumers.
C) Different product features can appeal to consumers with different buying motives.
D) The company's resources may be spread over too many brands.
E) The company can occupy more retail shelf space.
Answer: D
Skill: Application
Objective: 9-3
62) 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
Answer: D
Skill: Application
Objective: 9-3
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.
63) The wooden writing utensils with customized engraving that Herb originally manufactured
and distributed were positioned on a(n) ________ level.
A) brand
B) values
C) basic
D) attributes
E) services
Answer: B
Skill: Application
Objective: 9-3
64) The new felt-tip pens, multiple-cartridge pens, and quills are all examples of ________.
A) horizontal line extensions
B) horizontal brand extensions
C) vertical brand extensions
D) multibrands
E) co-branding
Answer: A
Skill: Application
Objective: 9-3
65) The new personalized stationery and business cards are both examples of ________.
A) horizontal line extensions
B) vertical line extensions
C) brand extensions
D) multibrands
E) co-branding
Answer: C
Skill: Application
Objective: 9-3
66) A customer is more likely to have an emotional connection with a brand than with a product.
Answer: TRUE
Skill: Concept
Objective: 9-1
67) Multicultural brands are different brands within a company's portfolio that are each created
and managed to be relevant to a specific cultural group.
Answer: FALSE
AACSB: Multicultural and diversity understanding
Skill: Concept
Objective: 9-1
68) In 2009, the majority of brands ranked among the top ten of Business Week's Annual
Ranking of the Best Global Brands were brands owned by American companies.
Answer: TRUE
Skill: Concept
Objective: 9-2
69) Using the more common form of brand valuation, the brand and the product are considered
separately.
Answer: TRUE
Skill: Concept
Objective: 9-2
70) Brands are less important in the business-to-business environment than in the business-to-
consumer environment.
Answer: FALSE
Skill: Concept
Objective: 9-2
71) A strong brand will create an emotional connection between the business and consumers.
Answer: TRUE
Skill: Concept
Objective: 9-3
72) A strong brand that suspends advertising for several months will find that the majority of
consumers quickly lose memory of the brand.
Answer: FALSE
Skill: Concept
Objective: 9-3
73) The majority of the best-known brands in the United States are less than 25 years old.
Answer: FALSE
Skill: Concept
Objective: 9-2
74) Brand position refers to the location that a brand occupies in the marketplace relative to
competitors.
Answer: TRUE
Skill: Concept
Objective: 9-3
75) Attributes are the least desirable level for brand positioning because competitors can easily
copy attributes and customers are more interested in what attributes will do for them than in the
brand itself.
Answer: TRUE
Skill: Concept
Objective: 9-3
76) A consumer's values are more likely to change than his or her attitudes and beliefs.
Answer: FALSE
Skill: Concept
Objective: 9-3
77) Private label brands have traditionally dominated the brand choices available to consumers at
retail stores.
Answer: FALSE
Skill: Concept
Objective: 9-3
78) Cannibalization is the loss of sales that is often a side effect of bundling.
Answer: FALSE
Skill: Concept
Objective: 9-3
79) Category managers today have responsibilities that tend to include those that had been
traditionally handled by brand managers.
Answer: TRUE
Skill: Concept
Objective: 9-4
80) Cannibalization is the unauthorized copying of products, packaging, or other intellectual

property of a registered brand.
Answer: FALSE
Skill: Concept
Objective: 9-4
81) Dove marketers go beyond the brand's cleansing cream properties and talk about the
resulting benefit of softer skin. This is known as product attributes in brand positioning.
Answer: FALSE
Skill: Application
Objective: 9-3
82) Retailers and wholesalers who have created their own brands such as Walmart's Sam's
Choice beverages and food products are participating in co-branding.
Answer: FALSE
Skill: Application
Objective: 9-3
83) Heinz and Jack Daniels worked together to produce Jack Daniels grilling sauce. Heinz also
owns Heinz 57 Sauce, which can be used as a grilling sauce. This is an example of
multibranding.
Answer: TRUE
Skill: Application
Objective: 9-3
84) Identify three possible media a company might use to implement a digital brand strategy.
Answer: A digital brand strategy is a set of marketing activities that uses digital media such as a
Web site, PDAs (personal digital assistants), mobile phones, and video games to connect
consumers to brands.
AACSB: Use of information technology
Skill: Application
Objective: 9-1
85) Why might the inclusive method of brand valuation be the best way determine a brand's true
value?
Answer: The inclusive approach combines the brand with associated product attributes; in this
way, the effect of the benefits of the brand on the way consumers view the product can be
evaluated.
AACSB: Analytic skills
Skill: Application
Objective: 9-2
86) Briefly explain the importance of brands in the business-to-business market.

Answer: Certain brands are selected for inclusion in the sourcing process based on the unique
requirements of the contract, managers' past experiences with the brands, and the established
equity of the brands.
Skill: Application
Objective: 9-2
87) What are the three essential elements of a powerful brand?

Answer: The three essential elements are the values that characterize the brand, the brand's
reason for being (other than making money), and the future environment that the brand aims to
facilitate.
Skill: Application
Objective: 9-3
88) Give three examples of benefits that a company could use to position a brand.
Answer: Answers will vary, but may include the following: A company could position a brand
on the benefits of security, quality, value, convenience, or high performance.
Skill: Application
Objective: 9-3
89) Consider such brand names as A1 Steak Sauce, 409, A & D Ointment, A & W Root Beer,
and Super 8. Why might such names with alphanumeric characters appear in so many brand
names?
Answer: Such brands are easy to pronounce, easy to recognize, and easy to remember.
Skill: Application
Objective: 9-3
90) In addition to affordability, identify the two most important factors for a company to
consider when selecting a brand to license.
Answer: The stature of the brand (including awareness, familiarity, and opinion) and the
consistency and relevance of the brand to the company's target consumers are the two most
important factors for a company to consider while selecting a brand to license.
Skill: Application
Objective: 9-3
91) Panasonic markets a line of digital cameras that use Leica lenses. Leica lenses are legendary
for their superb image quality. Panasonic is known for its consumer electronics. What marketing
strategy are Panasonic and Leica implementing? Support your answer.
Answer: Panasonic and Leica are implementing co-branding. Co-branding benefits both partners
when the combination of the two brands provides more customer recognition power than either
brand on its own.
Skill: Application
Objective: 9-3
92) Explain how cannibalization and multibranding are related.

Answer: Organizations often decide to extend their product portfolios by adding more brands, or
multibranding; one result of multibranding may be cannibalization, which occurs when the
company loses sales of an existing product to a new item the company has introduced in a
product portfolio.
Skill: Application
Objective: 9-3
93) How can a company use communication strategies to fight counterfeiting?
Answer: A company can create branded messages emphasizing the risk of fake parts and
products. A company that advertises the importance of purchasing the real product can
emphasize safety, durability, and other brand attributes.
Skill: Application
Objective: 9-4
94) Briefly explain the differences between a product and a brand.

Answer: Consumers view a product and a brand differently. A product is something produced in
a factory, but a brand is created through marketing communications and experience. Competitors
can easily reproduce a product, but they cannot copy a unique brand. Product is a generic term,
but customers associate personality and values with a brand. While a product may become
outdated, a successful and well-managed brand can be timeless.
Skill: Application
Objective: 9-1
95) Briefly describe four benefits that a strong brand can provide for a company.
Answer: Answers will vary but may include the following: A strong brand can give a company
the ability to command a higher price for its product and provide higher profit margins. A strong
brand can also help ensure the company's long-term financial strength. Customers will have a
higher perceived quality of the brand, and the company is likely to win a greater market share. A
company may also be able to create more successful brand extensions.
Skill: Application
Objective: 9-1
96) Explain how a strong brand and lesser brand might compete in a price war.
Answer: A price war occurs when businesses cut prices in order to take sales from competitors.
Lesser brands cannot match the brand premium of stronger brands, so they generally become
identified by lower prices. Lesser brands may rely on promotion and competitive discounting.
Stronger brands may tactically reduce their prices, but not to the level of the lesser brands, or
may reinforce the quality of their product through marketing efforts and stabilize the price war.
Skill: Application
Objective: 9-2
97) Identify the four central ideas that influence strategies to create global brand equity.
Answer: Brand equity becomes more complex when considered in a global context. Marketers
need to identify emerging global customers and build stronger links between country-specific
marketing activities that will support the company's global infrastructure. Marketers should also
identify and take advantage of opportunities to transfer products, brands, and ideas
internationally. Finally, marketers should look for ways to gain economies of scale by sharing
human and financial resources in creating and managing brands.
AACSB: Dynamics of the global economy
Skill: Application
Objective: 9-2
98) Describe the three benefits that strong brands provide to consumers.
Answer: A strong brand can save consumers time during the shopping process, as consumers
develop established perspectives on strong brands and can easily re-purchase a brand that has
performed as expected in the past. A strong brand can also project the message the consumer
wants to receive, such as projecting security, convenience, quality, or something else that
reinforces the ability of a product or service to meet consumer needs. Finally, a strong brand
gives consumers the opportunity to project style and personal preferences through their
consumption choices.
Skill: Application
Objective: 9-3
99) Describe four factors that can influence a company's ability to build a strong brand.
Answer: Answers will vary but may include the following: The existing competitive
environment influences the success of a brand, and the nature of the product category including
consumer desires sets out the criteria for the success of the brand. The ability of a company to
differentiate the brand through patents or production techniques will also affect the strength of
the brand. The strength of the brand will to an extent be determined by the relevancy of the brand
to consumers; this relevance can be established through advertising and the characteristics of the
product. Finally, business capabilities and financial resources will influence the creation of a
strong brand.
Skill: Application
Objective: 9-3
100) Briefly discuss how brand management is affected by social media and how a company can
use social media to its advantage.
Answer: Brand positioning is affected by social media such as blogs, discussion forums, and
online evaluation services. As a result, many companies have expanded and decentralized the
media channels they use to promote their brands. Small brands with active Internet presences can
appear to be bigger to consumers, while large brands can use social media to connect with
consumers on a more emotional and personal level.
AACSB: Use of information technology
Skill: Application
Objective: 9-4

Marketing Defined Explained Applied 2nd Edition Levens Test Bank

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Marketing Defined Explained Applied 2nd Edition Levens Test Bank

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Marketing Defined Explained Applied

2nd Edition Levens Test Bank

2) According to your textbook, the initial layer of a brand represents ________.

5) In a(n) ________, a business cuts prices to take sales from competitors.

21) The middle level of brand positioning is ________.

24) ________ consists of characteristics that make a brand unique.

28) Another name for a reseller's brand is a ________.

30) Private label brands have almost completely replaced ________.

36) By definition, a company with a ________ owns multiple brands.

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

80) Cannibalization is the unauthorized copying of products, packaging, or other intellectual

86) Briefly explain the importance of brands in the business-to-business market.

87) What are the three essential elements of a powerful brand?

92) Explain how cannibalization and multibranding are related.

94) Briefly explain the differences between a product and a brand.

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