BUS-1410 Bonus Activity

Define and describe the concept of a brand: _____

• A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.

• A type of product that is sold in bulk.

• A marketing strategy that focuses on price reduction.

• A method of advertising that uses social media.

A good brand name must be

• Pronounceable

• Extendable

• Product Related

• All of the above

Brand personality is _____.

• a set of human traits attributed to a brand

• a marketing strategy

• a type of product design

• a pricing model

What is brand equity?

• A measure of a brand's value

• A type of marketing strategy

• A financial report

• A customer service metric

The three main branding strategy decisions are _____.

• Brand positioning, Brand name selection, Brand sponsorship

• Brand dilution, Brand abandonment, Brand communication

• Brand communication, Brand extension, Brand Marketing

Positioning a new chocolate bar brand as 'the chocolate bar with the most cocoa powder' is positioning based on

• product attributes

• product values and ideals

• product benefits

• brand equity

The significance of trademarks is _____.

• To protect brand identity

• To increase product prices

• To limit competition

• To confuse consumers

What are the types of sponsorship

• National/Manufacturer and Private Brands

• Communicative Products

• Unbranded products

• Evolved Brands

What is the difference between manufacturer brand vs. private brand? Manufacturer brand is _____.

• Created and owned by producer of product

• Owned by the reseller of a product

• Owned by Brand managers

• Owned by anyone

Branding method includes

• Licensing and Co-branding

• Franchising and story-telling

• Viral marketing and crowdsourcing

• Brand dilution and trademarking