Kaflapróf 6 Flashcards
Managing an Established Brand
1
Q
- Brand loyalty is known as a one way street where a consumer is committed to the brand.
o Rétt
o Rangt
A
Rangt
2
Q
- Brand loyalty programs aim to gain new customers, and extend the possibilities of the brand.
o Rétt
o rangt
A
rangt
3
Q
- Customer Relationship Management is the main way of maintaining and increasing loyalty among existing consumers.
o Rétt
o Rangt
A
Rétt
4
Q
- Sustaining and deepening the allegiance of an established brand can be the most challenging brand-management task.
o Rétt
o Rangt
A
Rétt
5
Q
- The task of _____________________________ includes growing loyalty levels among existing customers, and upgrading and extending the product line.
o Line pruning
o Marketing penetration
o Product positioning
o Product localization
A
Marketing penetration
6
Q
- _________________________ can only be sustained if the brand also offers highly visible customer support.
o Brand positioning
o Brand identity
o Brand image
o Brand loyalty
A
Brand loyalty
7
Q
- The __________________ used for brand communications should be based on its fit with brand identity, image, and personality.
o Media
o Buying moment
o Promotional mix
o Competitive target
A
Media
8
Q
- In keeping a brand strong, ___________________ have to be selective when adopting new features from competitors since their adoption means that the new features are endorsed by the leader.
o All brands
o Runner up brands
o Category leaders
o Mid-level brands
A
Category leaders
9
Q
- __________________ provides some assurance that customers will come back.
o Brand loyalty
o Brand value
o Brand promise
o Brand image
A
Brand loyalty
10
Q
- Which is not part of a brand penetration strategy?
o CRM
o CSR
o Refreshing the current product line
o All of the above are part of the penetration strategy
A
All of the above are part of the penetration strategy
