DC Mkt - Module 4 (Ch 7) Quiz

A __________ is a group of customers who love their brand so much that they like to connect with other customers who think like themselves.

• brand group
• brand community
• brand ambassador group
• brand conglomerate

What is the top brand in the United States in terms of brand worth according to BusinessWeek?

• McDonald's
• Apple
• Microsoft
• Google

If a company chooses to co-brand with another, what type of branding would they more lean to?

• brand personalities.
• umbrella branding.
• luxury branding.
• ingredient branding.

Strong brands

• are a liability.
• deliver greater returns with less risk.
• guarantee success for a company.
• are the most significant barrier to entry in the market.

If a business is working on brand association, what is the key?

• attributes such as appealing color and a creative name
• personal benefits of the product
• the extent to which the consumer relates to the brand
• emotional benefits

Which of the following is an example of co-branding?

• Krispy Kreme gets a new donut flavor.
• Nike offers golf balls as part of its golf line.
• QuickBooks has its basic software, a version for Macs, another for small business needs, and premier packets for professionals, nonprofits, and retailers.
• Brembo brakes are in Aston Martins.

There is a difference between generic and store brands, which is an example of a store brand?

• Sam’s Choice
• Premium
• second label
• generic brand

Some companies choose to use the house brand approach, which of the following would demonstrate this?

• Honda has cars, motorcycles, and lawn mowers.
• Procter & Gamble has many brands including Crest and Swiffer.
• Canon makes cameras and copiers.
• Nike makes shoes, clothes, and gym bags.

Which of the following items is an example of brand extension?

• Dove soaps offer deodorant, body lotions, and hair care products, all called Dove.
• Intel is inside many PCs.
• Dawn dish soap and OLAY offer a hand renewal version of Dawn.
• Tide detergent contains the self-branded EverFresh scent.

Store brands are able to offer decent quality at a lower price, how are they able to do this?

• inexpensive products compared to national brands
• inexpensive packaging compared to national brands
• lower advertising costs because they can advertise for free in the store
• lower taxes than national brands