Group 5
Chapter 10 Quiz
1) National brands are also known as ______.
a. Manufacture brands
b. Premium brands
c. Generic brands
d. Private-Label brands
2) The following are examples of what ______; Zipper pouches, Smart lids, Snack ‘n’ seal.
a. Product Labeling
b. Co-branding
c. Product lines
d. Packaging
3) Which company is the most valuable when talking about brands? (2008)
a. Mercedes
b. Intel
c. Coca-Cola
d. IBM
4) What makes a Brand?
a. Brand name
b. Slogans
c. Jingles
d. All of the above
5) “That’s great” is an example of what?
a. Slogan
b. URL
c. Jingle
d. None of the above
6) Adds consumer value by facilitating the convenience of carrying, using, and storing the product.
a. Primary package
b. Secondary package
c. Neither a or b
d. Both a and b
7) ______ is an effective form of attracting visibility for the brand and thereby building brand
equity while also generating additional revenue.
a. Sponsoring
b. Brand repositioning
c. Licensing
d. None of the above
8) Enhances consumer’s perceptions of product quality by signaling “unobservable” product
quality through links between the firm’s brand and a well-known quality brand.
a. Rebranding
b. Brand licensing
c. Brand extension
d. Co-branding
9) Firms should refrain from extending the brand name to too many products and product
categories to avoid ______ and damaging ______.
a. Brand dilution; brand equity
b. Brand dilution; brand licensing
c. Copycat brands; perceived value
d. Brand licensing; packaging
10) A high level of ______ insulates the firm from competition.
a. Brand extension
b. Brand loyalty
c. Brand licensing
d. Depth
11) Like the physical possessions of a firm, ______ are assets the firm can build, manage, and
harness over time to increase its revenue, profitability, and overall value.
a. Brands
b. Employees
c. Data Warehouses
d. None of the above
12) Provides a way for firm to differentiate its product offerings from those of its competitors and
can be used to represent the name of a firm and its entire product assortment.
a. Loyalty
b. Branding
c. Licensing
d. Personality
13) Firms may add these to address changing consumer preferences or preempt competitors while
boosting sales.
a. SKUs
b. Family brands
c. Co-brands
d. Loyalty brands
14) Depth refers to ______, while breadth refers to ______.
a. Product line; Product category
b. Product mix; Product line
c. Product category; Product line
d. Product category; Product mix
15) Which of these is not a component of brand equity?
a. Brand licensing
b. Perceived value
c. Brand awareness
d. Brand loyalty
16) Some manufacturers prefer to make only private-label merchandise because the costs of the
developing and marketing a manufacturer’s brand are
a. Expensive
b. Inefficient
c. Prohibitive
d. Unethical
17) A Starbucks’ credit card in alliance with Visa is an example of
a. Brand dilution
b. Brand licensing
c. Rebranding
d. Co-branding
18) Abercrombie & Fitch, once a sporting goods outfitting store for camping, fishing, and hunting, is
now a casual clothing store targeted at 18-22 year olds. This is an example of
a. Brand dilution
b. Brand repositioning
c. Brand personality
d. Brand associations
19) Marketers create ______ through repeated exposures of the various brand elements in the
firm’s communications to consumers.
a. Brand associations
b. Perceived value
c. Brand awareness
d. None of the above
20) With these brands, the manufacturer develops the merchandise, produces it to ensure
consistent quality, and invests in a marketing program to establish an appealing brand image
a. Manufacturer brands
b. Copycat brands
c. Store brands
d. House brands
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