Marketing Chapter 6 Lesson 1

An identifying symbol, logo, words, and reputation that distinguishes a company and its products from others is:

• brand

• brand value

• brand equity

• brand strategy

Which of the following is not an element used to build a brand?

• brand strategy

• brand value

• brand identity

• brand marketing

The worth of a brand in financial terms is:

• brand

• brand value

• brand identity

• brand marketing

What term refers to the importance of the brand to its customers?

• brand marketing

• brand value

• brand equity

• brand strategy

A positive brand value means consumers are likely to pay __________ based on the brand alone.

• more

• less

• about the same

• none of the above

Generic products tend to cost ___________, as they don’t have the reputation of a brand to support them.

• more

• less

• about the same

• none of the above

A company’s brand is its ____________.

• strategy

• marketing

• reputation

• equity

The long-term plan for the creation, development, delivery, and operational execution of a successful brand is:

• brand strategy

• brand value

• brand identity

• brand marketing

The long-term plan for the creation, development, delivery, and operational execution of a successful brand is:

• brand strategy

• brand value

• brand identity

• brand equity

How a company clearly promotes and communicates about its brand to enhance its reputation and brand value is:

• brand strategy

• brand equity

• brand identity

• brand marketing