Kaflapróf 5 Flashcards
Building a New Brand
1
Q
- For a brand to credibly reduce functional risk, it must have a strong enough ____________________ that suggests it is capable of solving the problem.
o Personality
o Awareness
o Identity
o Image
A
Identity
2
Q
- For a brand to reduce psychological risk, consumers must have a(n) _______________ of the brand that suggest it is more, or at least as acceptable, as other brands.
o Personality
o Awareness
o Identity
o Image
A
Image
3
Q
- A _____________ is said to be established when it has a clear identity, image, and personality.
o Weak brand
o Runner-up brand
o Category leader brand
o New brand
A
New brand
4
Q
- In the beginning of developing a product the important target consumers are the __________________________.
o Late adopters
o Innovators
o Early adopters
o Majority
A
Early adopters
5
Q
- The ___________________________ is important for new brands to capture the imagination and reflect the selling point in a short memorable line.
o Name
o Logo
o Slogan
o Media
A
Slogan
6
Q
- The benefits of a(n) ______________________ brand name is that the brand identity and can be created from scratch.
o Existing
o Consumer
o Neutral
o Artificial
A
Artificial
7
Q
- Creating entertainment and suggestive brand messages that are designed to be passed along at an exponential rate is known as ____________________________.
o Conversation creation
o Viral marketing
o Stealth marketing
o Buzz marketing
A
Viral marketing
8
Q
- Finding a suitable name and logo for a given product is the first step in building a new brand.
o Rétt
o Rangt
A
Rétt
9
Q
- New brands will have an established personality.
o Rétt
o Rangt
A
Rangt
10
Q
- For a consumer to choose a brand they must believe the branded product will function as promised and expected.
o Rétt
o Rangt
A
Rétt
