Chapter 7 Practice Quiz

What is the primary purpose of branding for sports organizations?

• To increase product prices
• To differentiate themselves from competitors
• To reduce marketing costs
• To eliminate competition

Which of the following best defines 'brand equity'?

• The physical attributes of a product
• The value a brand has beyond its functional benefits
• The cost of producing a product
• The number of products sold

What is a 'trademark'?

• A type of marketing strategy
• A legally registered brand name
• A product's physical design
• A promotional event

Which of the following is NOT a step in developing brand equity?

• Develop the brand in the customer’s mind
• Link the brand name to its function
• Help consumers forget about the product
• Create an emotional connection with the product

What is co-branding?

• A strategy that combines multiple brands
• A method of reducing production costs
• A type of generic brand
• A strategy for brand elimination

Which type of brand is owned by the producer of the product?

• Generic brand
• Intermediary brand
• Manufacturer brand
• Co-brand

What role does licensing play in branding?

• It eliminates the need for trademarks
• It allows companies to use another’s brand for a fee
• It restricts brand visibility
• It reduces brand awareness

What is the role of a licensor in a licensing agreement?

• To pay for the rights to use a brand
• To grant the rights to use a brand
• To create a new brand
• To eliminate competition

What is an endorsement in marketing?

• A promotional event
• A statement of approval by an individual or organization
• A type of sponsorship
• A brand name

Which of the following is NOT a type of sponsorship?

• Signage
• Product exclusivity
• Endorsement
• Brand elimination