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Exam 15: Branding

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Question 61

Multiple Choice

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All of the following are ways listed in your text that customers engage with brands via social media except

A) consumers acting as brand advocates.
B) consumers seeking discounts.
C) consumers seeking contact with customer service.
D) consumers using search engines to find a product.
E) consumers sharing brand information.

F) D) and E)
G) B) and C)

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Question 62

Multiple Choice

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The value the firm derives from consumers' positive perception of its products is called

A) brand equity.
B) brand capture.
C) brand relevance.
D) brand esteem.
E) brand profit.

F) C) and E)
G) None of the above

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Question 63

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A brand's message should be easy to remember and remind consumers about the product attributes they care about most.

According to your text,men and women,typically between 18 and 49 years old,who reach a large number of potential consumers through social media are referred to as

Which of the following shows how social media can utilize consumers as brand advocates?

Brand-loyal customers typically exhibit more sensitivity to price.

A successful brand adds value to organizations through loyal customers and recognizable goods and services,both of which lead to more revenue for the firm.

The BrandAsset Valuator suggests that brand equity is based on four dimensions: brand loyalty,brand image,brand marks,and brand message.

What could be the potential downside of continually offering discounts as a type of promotional strategy?

Asking consumers what comes to mind when they think about a brand is the principle behind ______ ______.

Which brand in 2014 was ranked as the most loved brand on social media,in part because of the specials it offered to its most loyal customers?

Fenton has a food truck in which he sells mainly burgers and fries.He decided to expand his product line to begin serving grilled chicken sandwiches as well.Fenton is noticing that his existing customers now order the chicken over the burgers,and his sales have not increased,in fact,they have decreased slightly.This is most likely due to

The four dimensions of the BrandAsset Valuator are differentiation,relevance,knowledge,and _______.

Candace has been using Kleenex tissues since she was a little girl.Now when she buys tissues for her family,she always buys Kleenex and wouldn't think of using anything else.When it comes to using Kleenex,Candace is displaying brand _____.

When it comes to using social media to respond to customer complaints,research by Nielsen found that 42 percent of 18- to 34-year-olds expect customer support within _______ of a question or complaint.

Cannibalization occurs when existing products take sales away from new products the firm is trying to promote.

_______ is all of the activities of designing and producing the container for a product.

The benefit of co-branding is that if one of the brands involved receives negative publicity,it usually doesn't affect the other brand in any way.

Randi's family has always owned Toyota vehicles and has been very happy with them.Now that Randi is ready to buy her first vehicle,she doesn't even want to look at other manufacturers because she feels that Toyota's are the best.Randi is exhibiting brand

Brand _______ is a strategy to recapture lost sources of brand equity,and identify and establish new sources of brand equity.