39. What is defined as a consumer-focused exercise to assess the health of the brand, uncover its sources of brand equity, and suggest ways to improve and leverage its equity?

Select one:

a. Brand insight

b. Brand audit

c. Brand inventory

d. Brand positioning

e. Brand exploratory

40. According to Keller, one of the most important rules of branding is that the _____ owns the brand.

Select one:

a. Shareholders

b. Marketing Manager

c. Manufacturer

d. Customer

e. Company

41. A disadvantage of ingredient branding is all the following EXCEPT?

Select one:

a. Firm can generate greater sales at a higher margin

b. Costs of a supporting marketing communication programs can be high

c. Loss of control, because marketing programs for the supplier and manufacturer may have different objectives

d. The sustainability of the competitive advantage may be somewhat uncertain

e. All the choices provided are disadvantages

42. In a brand portfolio, what is a flanker brand?

Select one:

a. Cash cows

b. High end prestigious brands

c. Low market share, low market growth brands

d. Protective or fighter brands

e. A test product in the marketplace

43. Besides facilitating acceptance of new products, brand extensions can also provide positive feedback to the parent brand in a number of ways including all the following EXCEPT ?

Select one:

a. Enhance the parent brand image

b. Clarify brand meaning

c. All the choices provide positive feedback

d. Revitalize the brand

e. Bring new customers into the brand franchise and increase market coverage

44. What is a reason for introducing multiple brands in a category?

Select one:

a. All the choices provided are correct

b. Increase shelf presence and retailer dependence in the store

c. Attract consumers seeking variety who may otherwise switch to another brand

d. Increase internal competition within the firm

e. Yield economies of scale in advertising, sales, merchandising, and physical distribution

45. What a brand vision?

Select one:

a. Where the brand currently resides in the consumer's mind

b. Where the brand currently resides in management's mind

c. The history of the brand and how it originated

d. Management's view of the brand's long-term potential

e. Consumer's view of the brand's long-term potential

46. How often should a brand charter be updated?

Select one:

a. Monthly

b. Annually

c. Every six months

d. Every two to three years

e. Never unless major brand changes are made

47. What key demographic group are marketers most interested in?

Select one:

a. Gen X

b. Are groups are equally important

c. Baby boomers

d. Gen Z

e. Millennials

48. When building brand equity, ______ across elements helps create the highest level of awareness and the strongest and most favorable associations possible.

Select one:

a. Deliverables

b. Transferability

c. Meaningfulness

d. Consistency

e. Complementarity

49. An advantage of co-branding is all the following EXCEPT?

Select one:

a. Leverage equity you don't have

b. Source of additional expense

c. Reduce cost of product introduction

d. Expand brand meaning into related categories

e. Increase access points for your product

50. A _______ formalizes the company's view of brand equity into a document and provides guidelines to marketing managers.

Select one:

a. Branding guide

b. Brand positioning chart

c. Brand charter

d. Brand exploratory

e. Brand equity masterplan