Branding Quiz

_____ is endowing products and services with the power of a brand.

• Brand marking

• Differentiation

• Branding

• Brand equity

• Trademarking

_____ is the added value endowed to products and services.

• Brand equity

• Augmentation

• Trademarking

• Branding

• Differentiation

______ are those trademarkable devices that serve to identify and differentiate the brand.

• Brand equity

• Brand promise

• Brand mark

• Brand elements

• Brand differentiation

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service.

• brand trait

• brand awareness

• brand character

• brand element

• brand contact

_____ occurs when customers experience the company as delivering on its brand promise.

• Brand promising

• Brand experience

• Internal branding

• Brand bonding

• Brand awareness

A _____ is a consumer-focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity.

• brand tracking study

• brand check-up

• brand systems analysis

• brand assessment

• brand audit

When a firm uses an established brand to introduce a new product it is called a _____.

• parent brand

• sub-brand

• brand extension

• category extension

• family brand

A _____ product is one whose brand name has been licensed to other manufacturers who actually make the product.

• corporate

• portfolio

• licensed

• branded

• trademarked

_____ occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less about the brand.

• Brand ignorance

• Brand apathy

• Brand concentration

• Brand neglect

• Brand dilution

_______is the set of all brands and brand lines which a particular firm offers for sale in a particular category or market segment.

• Multi branding

• Generic brand

• Mixed branding

• Brand portfolio

• Brand equity