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Exam 7: Brands

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Question 1

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Marketers want to measure the worth of a brand so they can asses a keep/sell scenario with the brand.

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Question 2

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A good brand goes beyond labeling a product. It is a portfolio of qualities connected with that name.

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Question 3

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Explain the hierarchy of brand associations.

What is a global brand and how are global brands rolled out?

The distinction between a brand and line extension is not always clear.

Concrete features of a product are the hardest to deliver and explain to customers.

Nancy is considering whether her toy manufacturing business should develop its own brand. Which is a company reward Nancy can expect from branding?

Store brands can offer decent quality for lower prices because they can advertise cheaply in newspaper and radio ads, and because they can easily promote the brand in-store.

An example of umbrella branding is Costco selling Starbucks coffee.

Which is not true about firms and brands named after the founder?

A brand is first and foremost a name.

Cognitive maps show what a person thinks when they think of a brand.

Most co-branding examples lean more toward being .

ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should not .

How many new brands are issued annually by the U.S. Patent and Trademark office?

Jasmine is a senior executive of a very successful 100-year old company. Some younger employees in the marketing department want to update the company's logo, but Jasmine and other senior executives feel that a company lucky enough to survive for decades does not have to change or modify its logo. The executives are correct in their assessment.

It's rare for brands to engage their customer's hearts and minds.

Which of the following is the Interbrand formula to asses the value of a brand?

Brand extensions are a strategic use of a brand's equity, in which the marketer leverages the brand's good name to get customers to buy something new.

A connection of nodes that deal with brand name, attributes, and abstract benefits is considered a(n) .