CHAPTER 15 example #65264

Which of the following is true of brand loyalty? A)It refers to consumers' steadfast allegiances to a brand, displayed through repeat purchases. B)It is a consumer's perception of a brand that develops independent of consumer satisfaction.

_____ refers to the degree to which customers can identify a brand under a variety of circumstances.

Haze, a beverage manufacturer, has a business strategy concentrated on developing environmentally friendly products. It uses green-colored packaging to indicate the eco-friendly component of its products. This helps Haze's products to stand out and be recognized easily. This scenario exemplifies the use of

Which of the following best defines brand image?

Which of the following is true of a firm with high brand equity? A)High brand equity facilitates the firm to expand into new markets. B)High brand equity discourages consumers to make repeat purchases of the same product.

Which of the following is true of using qualitative research for measuring brand equity? A)It helps in identifying the sources of brand equity. B)It involves the use of brand recognition.

About 50 consumers are participating in a focus group moderated by marketers. They are asked to list terms and phrases that occur to them when they hear the brand name, 'Rotomatix.' The marketers of the brand use the consumers' responses to gain insight into what consumers think of the brand. This scenario is a typical example of

In an online survey, Alexis, an existing clothing brand, asked its consumers to compare the brand to a celebrity. The idea behind this is that the celebrity chosen by a consumer will reflect his or her perception of the brand. This kind of research exemplifies

Which of the following is true of brand extension? A)It enables new products to profit from the recognition that a brand already enjoys. B)It is a process in which a firm develops new products within the same product category.

Capitalizing on its high brand equity, ReInforay, an established retail and grocery brand, introduces a new product, ReNew, which is an improved variant of its existing hair protein serum, ReVitalize. After the successful rollout and high sales of ReNew, ReInforay soon discovers that the sales volume of the existing ReVitalize product have dropped significantly. Which of the following phenomena does this scenario exemplify?

Which of the following is an advantage of co-branding? A)Co-branding allows a firm to leverage the equity of another brand to increase its own brand equity. B)Positive perceptions of one brand can neutralize negative perceptions of the other brand in a co-branding strategy.

Healpro, a painkiller, is a low-cost product developed by S&V, a popular retail chain in the United States. It is sold exclusively in S&V stores. In this case, Healpro is an example of a

Which of the following is true of packaging? A)It can be used to reinforce brand image. B)It refers to all those elements of a brand that are not expressed in words.

Which of the following is true of consumer engagement with social media? A)Social media users tend to trust the recommendations of their family and friends the most. B) Consumers are more likely to use social media as a way to disparage a product.

Which of the following does a Klout score measure? A) It measures users' influence based on their abilities to drive other people to act on social media sites. B)It measures high-level and low-level personal preferences of consumers in a particular market segment.

Jumel is a new restaurant chain in the United States. The chain has a strong online presence in the form of a website and on many review sites. Jumel wants to capture its presence on blogs posted by customers. Jumel can then post links to these blogs on its website, which will serve as testimonials. Which of the following tools should Jumel use?

Which of the following has contributed to the success of U.S. brands in the global market? A) the emergence of social networking tools such as Facebook and Twitter B)the lack of good alternatives in other countries

Which of the following is a useful way for a company to adapt its brand to the global market? A)It must ensure that the brand image remains the same from country to country. B)It must adopt a diversified branding approach.

Why is building brand equity essential for nonprofit organizations?

Social media tools are particularly important for nonprofit marketers because of