Chapter 9

Product branding and labelling

Chapter 9

The number of product lines offered by a company is known as

1: The number of product lines offered by a company is known as

A. Product Assortment.

B. Product depth.

C. Product Mix.

D. Product breadth.

A "brand" is a unique identity that distinguishes a product, service, company, or individual from others in the market.

2: A "brand" is a unique identity that distinguishes a product, service, company, or individual from others in the market.

True

False

By signaling quality and familiar attributes that enable quick decisions (on the part of consumers) Brands

3: By signaling quality and familiar attributes that enable quick decisions (on the part of consumers) Brands

A. Facilitate Purchasing

B. Add to brand equity

C. Makes the customer loyal

D. Increase market value

The purpose of branding is to _______________.

4: The purpose of branding is to _______________.

A. Allow advertising firms to establish a name for themselves

B. Make customers aware of a product’s features

C. Ensure legal rights for a product

D. Help consumers distinguish one company’s products from another

The monetary value of a brand is often expressed is

5: The monetary value of a brand is often expressed is

A. Brand Equity

B. Brand Value

C. Brand money

D. Brand dollar

Brands that are owned and managed by retailers are called _______________ brands.

6: Brands that are owned and managed by retailers are called _______________ brands.

A. Public-label

B. Generic

C. Private-label

D. Corporate.

Brand extension is the _____________

7: Brand extension is the _____________

A. Using the same or existing brand name for a new product

B. Using a different brand name for a new product

C. Using the same or existing brand for existing product

D. None of the above

Brand dilution occurs_________________

8: Brand dilution occurs_________________

A. After a brand extension, the new product fails to live up to the customer's expectations

B. Before a brand extension, the new product fails to live up to the customer's expectations

C. After a brand extension, the new product live up to the customer's expectations

D. After a brand extension, the customer's expectations are met

Brand extension can be successful, but it can also dilute brand equity. All of the following are considerations that marketers should be aware of and try employ with the exception of :

9: Brand extension can be successful, but it can also dilute brand equity. All of the following are considerations that marketers should be aware of and try employ with the exception of :

A.Firms should consider whether or not the brand extension can also be distanced from the core brand

B. There should be a fit between the product class of the core brand and the extension

C. Consumer perceptions between the core brand and the extension should be similar

D. The brand name should be extended to as many products as possible

Jim loves eating at the Chinese restaurant Canton Delight. Although three other Chinese restaurants in the neighborhood are less expensive, Jim continues to visit Canton Delight. This could be an example of:

10: Jim loves eating at the Chinese restaurant Canton Delight. Although three other Chinese restaurants in the neighborhood are less expensive, Jim continues to visit Canton Delight. This could be an example of:

A. Brand Value.

B. Brand extension.

C. Brand loyalty.

D. Brand personality.

While companies desire that customer develop loyalty towards their product/service customers still needs to incentives for becoming loyal. Which of the following can be used to increase brand/product loyalty?

11: While companies desire that customer develop loyalty towards their product/service customers still needs to incentives for becoming loyal. Which of the following can be used to increase brand/product loyalty?

A. Repeated exposure.

C. Creating a positive brand image.

B. By creating a brand personality

D. Provide unconditional guarantee/warranty.