Branding

Which of the following accurately describes the process of branding?

• Promoting a company or product through advertising and selling

• Naming a product and designing a logo

• Managing identity and perception

• Informing the public about a product or company

When a company tries to get consumers curious about a product so they will want to gather more information about it, which step in the AIDA model is the company focusing on?

• Awareness

• Interest

• Desire

• Action

Which of the following do brands with strong brand equity NOT necessarily have?

• Emotional connections with loyal customers

• A distinct identity

• A large marketing department

• Name recognition

Which of the following accurately explains why brands such as Kleenex® and Band-Aids® have incredibly strong brand equity?

• Because the brand has been in existence so long

• Because the products the brand sells are expensive

• Because the brand has been able to expand to produce a variety of products

• Because when people think of the product, they automatically think of the brand

When Chevrolet® came out with the car named Nova, which means “does not go” in Spanish, the company made the mistake of using a name that was NOT which of the following?

• Memorable

• Transportable

• Understandable

• Available

By examining itself before branding, a company's brand can be authentic. This makes is easier for the business to be which of the following?

• Exciting and trendy

• Relevant and interesting

• Well known and successful

• Consistent and reliable

Expanding a brand is a common way for a business to do which of the following?

• Leverage its brand equity to promote growth

• Distract its competitors

• Become more acquainted with its customer base

• Test its position in the market

Considering Kelloggs®, which of the following is a line extension?

• Rice Krispies® cereal

• Raisin Bran cereal

• Rice Krispies® Treats

• Stuffed Snap, Crackle, and Pop dolls

Which of the following is true of brand personalities?

• They are not as important as brands’ names and logos

• They are determined by consumers’ perceptions but influenced by the process of branding

• They are determined by the process of branding but influenced by consumers’ perceptions

• They are not developed until a brand is nationally known

A brand’s personality typically reflects which of the following?

• The personality of the company’s owner

• The personalities of the company’s advertisers

• The personality of the brand’s critics

• The personalities of the brand’s loyal customers