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Question 15 1 pts

A company that attaches the same name brand to all of its products is using the house of brands approach.

True
False

 

Question 13 1 pts

Which branding approach provides stronger financial outcomes to the company?

marketing approach
house of brands

 

community branding
umbrella approach

.

Question 11 1 pts

Marketers believe that brands such as Coca-Cola, Gap, and Ford have value above and beyond the benefits of the products themselves.

False
True
   

Question 6 1 pts

The U.S. Patent and Trademark office issues more than 300,000 new brands each year.

True
False

 

Question 5 1 pts

A brand name whose image is waning is less a liability in which approach?

community approach
house of brands

 

marketing approach
umbrella approach

 

Question 2 1 pts

ABC Company is entering a new international market and has decided to enter the market under a different brand name.   The selected brand name should

engage the customer sensually.
bring certain connotations to mind.

 

do all of these.
engage the customer verbally.

 

 

Question 3 1 pts

Concrete features of a product are the hardest to deliver and explain to customers.

True
False

Question 8 1 pts

P&G produces 80 major brands that all have their own brand name (ex., Charmin, Crest, Dove, etc.). This is a house of brands approach to brand naming,

True
False

Question 10 1 pts

Anne and Joseph lead the product development team for a national GPS system manufacturer.  In reviewing customer satisfaction survey results, they find that product reliability is one of their customers’ biggest complaints.  From a marketing perspective, reliability in a product means

the prestige of the product bolsters the consumers self-image.
the product will perform to quality standards.

 

it is expensive to own one.
maintenance and repair costs are hig

Question 19 1 pts

A trademark, which is the legal ownership of identity, includes all of the following EXCEPT

logo.
colors.

 

flavor.
brand name.

Question 21 1 pts

How many new brands are issued annually by the U.S. Patent and Trademark office?

100,000
500,000

 

400,000
200,000

 

Question 21 1 pts

 

William is starting an advertising agency and is considering several names for his agency. In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand.

False

True

 

 

 

Question 5 1 pts
Reliability implies a consistency or predictability in the performance of the product.
False
True

 

William is starting an advertising agency and is considering several names for his agency.  In choosing a brand name (i.e., company name), it should convey information about the benefits of the brand rather than simply representing the name of the person founding the brand.

False
True
 

 

 

Free-spirits like skateboarders and Burning Man attendees eschew big national brands due to the _______ they represent.

image
commercialism

 

country of origin
value

An estimated _____ of  typical firm’s value is determined by intangible assets, including its brand names.

33%
25%

 

50%
75%

 

One way marketers get customers to relate to brands is by creating a brand _____, such as the Marlboro Man or Pillsbury Doughboy.

image
awareness

 

spokesperson
personality

 

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