This is the marketing strategy used to identify and differentiate a product, a service, or a company from competitors.

Nike’s Air Jordan basketball shoes have a very high perceived value by the customer. This high-perceived value does not reflect the actual cost to make and distribute the product, only how much it is perceived to be worth. This illustrates the concept of:

Which of the following is a correct statement about brands?

These are the opportunities a business has to connect with customers and to reinforce the brand image in the mind of that customer.

This is a product created by a manufacturer or a distributor for resale using numerous retail outlets. Nike and Under Armour are good examples of these.

These products and brands are usually created by a large retailer to be sold exclusively in their stores.

These products are produced without a recognizable name. They are not promoted and are generally less expensive than any other brand.

Which of the following is a correct statement about private brands?

This can be a drawing, a photo, a symbol, or a computer generated image. It will be unique and distinctive in some way and will serve to easily identify the product, brand, or organization.

Which of the following is a FALSE statement about logos?

This consists of the expectations that customers have about the brand and/or the company.

This is a short catchy phrase that identifies some important element of the business and/or the brand. Also known as the tagline

This is the physical container or wrapping for the product.

"Nationwide is on Your Side” is a tagline that has been set to music. This is a:

Which of the following is a FALSE statement about the product’s packaging?

“Good Ole’ Rocky Top” is a popular song that is associated with a sports team. This is a:

This will often have human characteristics and will serve as a visual image of the brand.

These are costumed characters, or real animals, used to identify a sports brand.

A trade/brand character can:

Naming your vacation resort “Atlantis” and locating it on Paradise Island in the Bahamas is an example of:

Which of the following is a FALSE statement about sport mascots?

This is an attempt to change the perception of the brand or the product in the minds of customers.

This is done when a company sees an opportunity for growth.

This is done when the current brand no longer appeals to customers. Cultural changes, negative publicity, or changes in customer preferences could cause a decline in the popularity of the business or brand.

In the 1990’s NASCAR attempted to reposition their product to appeal to a more diverse target market. They opened racetracks in California and Las Vegas. This is an example of:

In 2018 the Miss America pageant announced that it would drop the swimsuit part of its pageant and in fact, it would no longer be called a pageant but a competition. This is:

The Nike company uses its name and a swoosh mark to identify its products. This is a:

The Walt Disney Company uses the slogan “Where Dreams Come True” to communicate:

When employees at a Walt Disney resort or theme park interact with customers (guests) this interaction is exceptionally important because it is an opportunity to reinforce the brand image. This known as a:

Nike’s short and catchy statement “Just Do It” is used for promotional purposes. This is a:

Air Jordan 6 Retro Pinnacle metallic gold basketball shoes come in a box with a gold foil lined interior and a removable gold thank you card. A tote bag is included. This is an example of:

You should think of yourself as a company and:

The Jolly Green Giant, Colonel Sanders, and Ralph Lauren’s mounted polo player are examples of:

In 2001, the Apple Computer Company decided to drop the word “computer” from its name. This is an example of a:

College coaches and future employers will check social media accounts of potential recruits and employees. What can you do to shape your personal brand image?

Celebrities and star athletes are:

Our perception of a celebrity or a professional athlete is important because:

When it comes to social media, high school athletes who expect to be recruited to play at the collegiate level should remember to:

There is almost nothing that you can do to shape your personal brand.

Most celebrities work diligently to shape their personal brand and public image.

Employers WILL check the social media accounts of job applicants.

Rebranding is the process of reselling an existing product to former customers.

The brand promise consists of the total experience that is being provided to the customer.

Selecting a descriptive brand name can help communicate the brand’s promise.

A generic brand/product will use expensive packaging and labeling to communicate high cost and high quality to the customer.

Associating a brand with star athletes will encourage customers to transfer their emotional attachment from the athlete to the brand.

AT&T paid Mark Wahlberg, one of the most successful actors in the world, more than $10 million for endorsing their Direct TV brand.

Businesses want to associate their brands with popular sports, with star athletes, and with famous entertainment celebrities.

Under Armour has an endorsement deal with “The Rock” because the company wants to be associated with his personal brand.