14. A brand should be retired when?

Select one:

a. Competition is strong

b. Market share is growing

c. Sources of brand equity have dried up

d. All of the choices are correct

e. Counterfeit products are in the market

15. What is a line extension within a brand?

Select one:

a. New product introductions outside existing categories

b. A brand portfolio strategy for new products

c. New product introductions within existing categories

d. All the choices provided

e. An umbrella branding strategy for new products

16. John Roberts, one of Australia's top marketing academics, sees the challenge in achieving the ideal positioning for a brand as being able to achieve congruence among four key considerations which includes all the following EXCEPT?

Select one:

a. What customers currently believe about the brand (and find credible)

b. Where the firm would like to take the brand

c. What customers will value in the brand

d. What the competition is currently offering in the marketplace

e. What the firm is currently saying about the brand

17. What is defined by creating contractual arrangements whereby firms can use names, logos, and characters of other brands to market their own brands for some fixed fee?

Select one:

a. Branding

b. Third party marketing

c. Trademarking

d. Counterfeiting

e. Licensing

18. According to Keller, there are 6 key future brand imperatives. They include all of the following EXCEPT

Select one:

a. Make the whole of the marketing program greater than the sum of the parts.

b. Fully and accurately factor the consumer into the branding equation.

c. Take a big picture view of branding effects. Know what is working and why.

d. All the choices are correct

e. Do the right thing with brands (embrace social responsibility and manage brands for the long-run).

19. Older, heritage brands can reach into their past in different ways to develop successful new marketing campaigns which is called

Select one:

a. Retro-branding

b. Re-used branding

c. Heritage marketing

d. Historical marketing

e. Retro-marketing

20. What is the key target market segment when considering a brand revitalization strategy?

Select one:

a. All the choices are correct

b. Retaining vulnerable customers

c. Recapturing lost customers

d. Attracting new customers

e. Identifying neglected segments

21. The big five factors of brand personality include all the following EXCEPT?

Select one:

a. Sincerity

b. Competence

c. Creativity

d. Ruggedness

e. Sophistication

22. _______ methods are research studies or experiments that examine consumer attitudes and behavior toward a brand to directly estimate specific benefits arising from having a high level of awareness and strong, favorable, and unique brand associations.

Select one:

a. All the answers provided

b. Ethnographic

c. Conjoint analysis

d. Comparative

e. Projective

23. To capture reported brand usage and behavioral loyalty, marketers can?

Select one:

a. Ask consumers past purchase history and future purchase intentions

b. Make their measures open ended

c. Force consumers to choose one of two brands

d. Offer multiple choice or rating scales

e. All the choices provided

24. A _______ is a collection of individual brands all with different names.

Select one:

a. Branded house

b. Brand extension

c. Trademark group

d. Branding warehouse

e. House of brands

25. A ________ is an internal, company-focused exercise to make sure marketing operations are efficient and effective.

Select one:

a. Brand exploratory

b. Marketing department exploratory

c. Annual company evaluation

d. Brand audit

e. Marketing audit

26. What is the leading brand evaluation method?

Select one:

a. Brand finance

b. Gallup

c. BrandZ

d. The academic approach

e. Interbrand