1 Private label brands are __________.
owned by retailers
stages in brand growth
national brands
exemplars
2 Las Vegas' successful “What Happens Here, Stays Here” campaign that began in 2003 was part of a _____________ strategy.
trademark branding
service branding
benefit branding
place branding
3 Strong brands carry many different types of ____ and marketers must account for all of them when making marketing decisions.
associations
identities
core benefits
credence goods
4 Morton, Ivory, Quaker, Perdue, and Dole are examples of brands that successfully differentiated __________ from their competitors.
intangible assets
experience goods
basic services
commodity products
5 The __________describes how to create intense loyalty and strong customer relationships with customers.
points-of-parity model
brand resonance model
brand value chain model
brand hierarchy model
6 Car insurance is an example of ____________.
credence good
experience product
social product
symbolic good
7 Trademarks ___________.
were created when an English law passed in 1266
were first introduced in the early 2000s
were first seen after the Great Depression
can be traced back to ancient pottery and stonemason’s marks
8 A(n) ______ is more than a(n) ______ because it can have dimensions that differentiate it from other offers designed to satisfy the same need.
Brand, product
9 Which of the following is NOT a role that brands play for the consumers:
Assignment of responsibility to the product maker
Search cost reducer
Source of competitive
Risk reducer
10 __________ are the personal value and meaning that consumers attach to the product or service attributes.
Brand associations
11 _________ are the attributes that make a brand unique. The reasons why consumers should choose your brand over the competition.
Points-of-difference
Brand architecture
Points-of-parity
Frame of reference
12 Points-of-parity are easier to achieve than points-of-difference.
true
false
13 _______ is the set of all actual and potential buyers who have sufficient interest in, income for, and access to a product.
A market
14 All the following are ways to convey a brand's category membership, EXCEPT:
relying on a product descriptor
comparing to exemplars
communicating category benefits
working with higher margins
15 _______ provide a competitive advantage and the “reason why” consumers should choose the brand over the competition.
Points of Difference
16 ___________ is consumers’ ability to retrieve the brand from memory when given the product category, the needs fulfilled by the category, or a purchase or usage situation as a cue.
Brand image
Brand recognition
Brand recall
Brand identity
17 A brand has positive customer-based brand equity when ________________
it has more points-of-parity than points-of-difference.
customers react more favorably to a product if the brand is not identified.
customers react more favorably to a product when the brand is identified than when it is not.
it has larger margins.
what are the correct answers for these questions?
