Kaflapróf 7

Question 1

1. A _________________ is something that a consumer buys to satisfy a want or need.

Product
Brand
Category
Logo

Answer 1

Product

Question 2

2. Starbucks making coffee makers is an example of _______________.

Diversification
Brand extension
Line extension
Co-branding

Answer 2

Brand extension

Question 3

3. ________________have become a very popular way to leverage the value of an established brand.

Consumer brands
Brand extension
Strong brands
Mid-level brands

Answer 3

Brand extension

Question 4

4. One of the reasons for a brand extension is the speedy acceptance of a new product.

Rétt
Rangt

Answer 4

Rétt

Question 5

5. One of the pros to brand extension of new product acceptance is that a strong endorsing brand will increase consumers’ perceived risk.

Rétt
Rangt

Answer 5

Rangt

Question 6

6. The _________________________ involves coordinating brand strategies for the various brands and sub-brands to capitalize on positive spillover effects and minimize negative spillovers.

Portfolio creation
Portfolio management problem
Portfolio positioning
Portfolio image

Answer 6

Portfolio management problem

Question 7

7. The collection of brands that a firm own is its ____________________________.

Brand portfolio
Brand value
Brand depth
Brand identity

Answer 7

Brand portfolio

Question 8

8. Most multi-brand firms have a(n) _______________ of brands that helps to clarify the strategic roles of the brand.

Acquisition
Allegiance
Hierarchy
Line extension

Answer 8

Hierarchy

Question 9

9. Rebranding may consist of changing the positioning, name, and logo of brand.

Rétt
Rangt

Answer 9

Rétt

Question 10

10. Most brand acquisitions involve weak brands.

Rétt
Rangt

Answer 10

Rangt