MKTG 3213: EXAM 2 – Kuzmeski Questions With Complete Solutions.

MKTG 3213: EXAM 2 – Kuzmeski Questions With Complete Solutions. What are the two functions of a brand? - identify and differentiate What are the two parts that make up a brand? - Brand Name and Brand Mark Seeing a brand can cause consumers to automatically think of the attributes of the firm. - True A "brand" is confined to the physical name or logo associated with the firm. - False The primary value of a brand for consumers is the: - reduction of perceived risk The brand resides in the consumer's: - memory What is Spreading Activation? - When nodes are energized and brought into working memory When does activation occur? - With either external or internal cues Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no words). She automatically begins to think of her hunger. What kind of cue activated this thought? - External Cue Brand awareness is associated with the ability of the brand to __________ who is offering a product or service, while brand association is associated with the ability of the brand to ____________ from competitors. - identify; differentiate Which of these is not a type of brand association? - brand memories Automaticity in a branding context means: - the evaluation of a brand is brought to either conscious or subconscious thought A way of visually presenting where your brand is in consumers' minds is called a: - brand map Brand associations within a brand map can also have _______ attached to them. - mood and emotion A brand map determines brand associations from the perspective of the: - consumer When creating a brand map, a word cloud is always more useful than a table. - False The added value delivered by the brand over the functional benefits or book value is called: - Brand Equity Book value of assets + Brand equity = - Market value of brand Brand equity starts as a ________ concept, but ends up having a real ________ effect. - Psychological; monetary The "magic lesson" teaches us how to turn what into dollars? - What consumers know about the brand Which of these is not a way to turn brand equity into dollar value? - Price competition If Oreo cookies come out with a new flavor of s'mores Oreo cookies, what are they using in order to turn brand equity into dollars? - Promotional advantage The example of the purchase of the PanAm brand demonstrates how: - Brands can have value beyond the book value of the firm An agreement whereby a company permits another organization to use its brand on other products for a fee is defined as: - Brand licensing The brand name must provide _________ meaning for the product. - Secondary Which of these is not a branding strategy? - Franchise Branding Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut butter, that all sell different products. What branding strategy is used here? - Individual branding Which of these is not a benefit of individual branding? - strong connections to established brands for new brands to lean on Which of these is not a benefit of institutional branding? - greater individualized identity for new products Which of these companies is more likely to use an institutional branding strategy for a new product or service? - Sony Which of these is not a benefit of sub-branding? - increased market share What is the main advantage of using a sub-branding strategy? - All of these Mostly, busin