Ch 7 Branding

A brand tells particular kinds of stories in particular kinds of ways

• True

• False

Name brands are essentially those brands for which the products are sold by the manufacturer and therefore the brand remains consistent nationally.

• True

• False

Target's Market Pantry is an example of which of the following

• Name Brand

• Private label brand

• Generic

The way consumers actually perceive a brand is referred to as brand image.

• True

• False

Which of the following statements is NOT true?

• A brand can be damaged by over-promising a product

• The value proposition is business-facing

• An effective way to create loyal customers is to create an emotional attachment.

• Under-promising on value can potentially exclude target markets.

The categorical view organizes touchpoints based upon when they occur.

• True

• False

This occurs as a company uses an existing brand name to introduce products in a different category.

• Line extension

• Brand licensing

• Brand extenstion

• Multi-Branding

According to the chapter, corporate brands are also known as store brands or regional brands

• True

• False

_____ occurs when two companies are jointly involved in the manufacturing and marketing of a product.

• Multi-branding

• Brand licensing

• Value Proposition

• Co-Branding

Legos are the masters at

• Multi-branding

• Brand Licensing

• Co-Branding

• Line extensions