Ohio University, Athens

MKT 4630

Chapter 10-Managing Brands

True/ Questions

1)A set of brand assets and liabilities linked to a brand, its name and symbol, that add to or subtract from the value provided by a product or service to a firm or that firm’s customers is the definition of brand awareness.

 

 

2. Customer brand equity is the value that an individual customer receives from a branded product or service, over and above the value received from an identical unbranded product or service.

 

 

3. Pre-purchase equity reduces customers’ search costs and purchase risks because of what customers believe before purchase.

 

 

4. Post-purchase equity reduces customers’ search costs and purchase risks because of what customers believe before purchase

 

 

5. The cash flow method is mentioned in the text as a financial market method that has the advantage of being congruent with a shareholder value perspective.

 

 

6. The market value method views organizational brand equity as the difference between market value and balance sheet book value plus non-brand intangibles, such as patents, know-how, and human resources.

 

 

7. According to the text, a firm pursuing an umbrella branding strategy employs a single brand such as a corporate brand or a family brand.

 

 

8. In favor of multibranding, the firm may enjoy economies of scale in advertising and promotion for an individual brand.

 

 

9. According to the text, repositioning is the prime means of brand revitalization.

 

 

10. Brand identity, including personality and the brand promise, is what the firm wants the brand to mean.

 

 

11. The key to sustaining a strong brand is continual assessment of company cash flow.

 

 

12. Brand equity is the firm’s organizing structure for its multiple brands.

 

 

13. Intel introducing Celeron to protect Pentium is an example of a flanker brand.

 

14. In an umbrella strategy, the firm selects an individual brand name or names for each of the various product categories in which it competes.

 

 

15. Key options for brand repositioning include targeting new market segments, changing brand associations, and altering the competitive target.

 

 

Multiple Choice Questions

 

16. Which of the following is NOT an example of a brand name that has become synonymous with a product category?

a.) Band-Aid b.) Kleenex

c.) Chrysler

d.) Xerox

 

17. Which of the following is NOT mentioned in the text as a “new way” to viewing the management of brands?

a.) Branding is a multisensory memorable experience. b.) Brand rationalization is common.

c.) Brand proliferation is common.

d.) Global brands are becoming increasingly prominent.

 

18.                                  captures the idea of enduring and distinct human or emotional characteristics associated with a brand.

a.) Brand image

b.) Brand awareness

c.) Brand positioning

d.) Brand personality

 

19. A set of brand assets and liabilities linked to a brand, its name, and symbol that adds to or subtracts from the value provided by a product or service to a firm or that firm’s customers is the definition of   .

a.) brand awareness

b.) brand equity

c.) brand penetration d.) brand intention

 

20. Which of the following DOES NOT describe effective brand associations? a.) Strong

b.) Expensive

c.) Favorable d.) Unique

 

21.                                       is the value that an individual customer receives from a branded product or service, over and above the value received from an identical unbranded product or service.

a.) Customer use satisfaction

b.) Organizational use satisfaction c.) Organizational brand equity

d.) Customer brand equity

 

22.                                    reduces customers’ search costs and purchase risks because of what customers believe before purchase.

a.) Post-purchase equity

b.) Pre-purchase equity

c.) Pre-purchase dissonance d.) Post-purchase dissonance

 

23.                                    enhances the customer’s consumption experience. a.) Pre-purchase equity

b.) Pre-purchase dissonance

c.) Post-purchase equity

d.) Post-purchase dissonance

 

24. Consumer brand equity, either pre- or post-purchase, is generally greater in all of the following situations EXCEPT when:

a.) Product quality from some suppliers is variable.

b.) Customers do not realize value until some time after purchase. c.) Comparing alternative products is difficult.

d.) Customers are experienced or familiar with the product class.

 

25. Which of the following approaches to accessing firm brand equity’s monetary value at the firm level is most likely the best for publicly traded companies?

a.) The market value method  b.) The replacement cost method

c.) The earnings method

d.) The cash flow method

 

26. The                                       views organizational brand equity as the difference between market value and balance sheet book value, plus non-brand intangibles such as patents, know-how, and human resources.

a.) market value method.

b.) replacement cost method. c.) earnings method.

d.) cash flow method.

 

27. Which of the following financial market methods focuses on the anticipated cost to replace the brand, factored by the probability of success?

a.) The market value method

b.) The replacement cost method

c.) The earnings method d.) The cash flow method

 

28.                                       comprises associations the firm wants people to hold of a brand. a.) Brand awareness

b.) Brand image

c.) Brand identity

d.) Brand leveraging

 

29.                                       comprises associations people actually hold of a brand. a.) Brand awareness

b.) Brand image

c.) Brand identity

d.) Brand leveraging

 

30.                                    always suffers when brand identity and brand image are mismatched. a.) Brand awareness

b.) Brand equity

c.) Brand architecture d.) Brand migration

31. All of the following are ways in which a firm earns high brand loyalty EXCEPT:

a.) Selecting the right brand identity for its target market and consistently executing on that identity

b.) Ensuring that the brand identity motivates firm employees and third-party organizations, like advertising agencies, to deliver on that brand identity

c.) All of the selections represent ways a firm earns high brand loyalty.

d.) Continously measuring customer satisfaction with the brand on an ongoing basis and making the necessary course corrections

 

32. The key to sustaining a strong brand is continual assessment of                                . a.) cash flow

b.) company profitability c.) competitor pricing

d.) brand health

 

33. All of the following are types of measures that are part of a balanced scorecard approach EXCEPT: a.) Purchasing and sales

b.) Perceptual

c.) Time series analysis

d.) Profitability

 

34. All of the following measures are examples of the purchasing and sales brand health check measure EXCEPT:

a.) Market share

b.) Uniqueness

c.) Market depth d.) Market breadth

 

35. Which of the following is NOT a brand health check measure that relates to perception? a.) Awareness

b.) Brand image c.) Value

d.) Market breadth

 

36. All of the following measures are examples of the marketing support that a brand health check measures EXCEPT:

a.) Advertising b.) Distribution c.) Relative price

d.) Brand image

 

37.                                            is the firm’s organizing structure for its multiple brands. a.) Brand health

b.) Brand architecture

c.) Brand awareness d.) Brand equity

 

38. Which of the following does NOT represent an advantage of using umbrella branding?

a.) Intra-firm competition

b.) Positive customer experience

c.) Ability to transfer positive associations d.) Scale economies

 

39. All of the following are advantages for using a multi-branding strategy EXCEPT: a.) Targeting and positioning

b.) Scale economies

c.) Minimizing transfer of negative associations d.) Intra-firm competition

 

40.     represents the brand’s balance sheet.

a.) Customer brand equity

b.) Umbrella branding

c.) Firm brand equity  d.) Brand personality

 

41.     compare the brand against historical trends and benchmark competing brands.

a.) Brand architecture b.) Brand broadening c.) Brand leveraging

d.) Brand health checks

 

42.                                            occurs when the firm undertakes a brand extension. a.) Brand awareness

b.) Brand equity

c.) Brand measuring

d.) Brand leveraging

 

43. All of the following are reasons that brand extensions tend to fail EXCEPT: a.) The brand has a unique image and associations that do not transfer.

b.) The new product class has a dominant competitor.

c.) Associations between the brand and product extension are obvious.

d.) The positioning is confusing or inconsistent.

 

44. A                                          is a firm adding a new but similar product to its product line and using the same brand name.

a.) virtual brand b.) flanker brand

c.) line extension

d.) new product

 

45. The various colors and flavors of Jello and J&J’s Tylenol being offered in several sizes, shapes, and physical forms are examples of                                                          .

a.) line extensions

b.) virtual brands c.) flanker brands d.) new products

 

46. A                                          is a firm adding a new, yet similar, product but developing a new brand or a distinguishing sub-brand.

a.) virtual brand

b.) flanker brand

c.) line extension d.) new product

 

47. Intel introducing Celeron to protect Pentium is an example of a                                           .

a.) flanker brand

b.) virtual brand c.) line extension d.) new product

48. In a(n)                                       strategy, the firm selects an individual brand name or names for each of the various product categories in which it competes.

a.) umbrella branding

b.) multibranding

c.) skimming d.) penetration

 

49. An example of a company pursuing a multibranding strategy is                                   . a.) Yamaha

b.) Procter & Gamble

c.) Microsoft

d.) Dell Computer

 

50. According to the text, a firm pursuing a(n)                                     strategy emphasizes a monolithic brand for several products or product lines.

a.) umbrella branding

b.) multibranding c.) skimming

d.) penetration

 

51. An example of a company pursuing a(n)                                     strategy is Yamaha, which sells a variety of electronic instruments, traditional instruments, and even Grand Prix engines under its company name.

a.) multibranding b.) skimming

c.) umbrella branding

d.) penetration

 

52. In favor of                                      , the firm may enjoy economies of scale in advertising and promotion for an individual brand.

a.) multibranding b.) skimming

c.) umbrella branding

d.) penetration

 

53. According to the text, repositioning can be achieved in any of the following three basic ways EXCEPT:

a.) Targeting new market segments

b.) Harvesting the business

c.) Changing associations or adding new associations d.) Altering the competitive target

 

54. According to the text,                                      is the prime means of brand revitalization. a.) concentration

b.) segmentation

c.) repositioning

d.) diversification

 

55.     pre-empts the need to revitalize a brand.

a.) Continuous innovation  b.) Price penetration

c.) Umbrella branding

d.) Price skimming

Essay Questions

 

56. In a short essay, list and discuss the two types of values a brand gives to customers.

 

 

 

57. In a short essay, discuss the concepts of firm brand equity and customer brand equity.

 

 

 

58. In a short essay, list and discuss the four types of measures that are a part of a balanced scorecard and the types of measures required.

 

 

 

59. In a short essay, discuss the difference between a line extension and a flanker brand. Give an example of each to support your answer.