MKTG 3213 Final Questions And Answers With
Verified Solutions
What is Spread Activation? ANS When nodes are energized and brought into working memory.
A "brand" is confined to the physical name or logo associated with the firm. ANS False
The brand resides in the consumers: ANS Memory
Brand awareness is associated with the ability of the brand to __________ who is offering a product
or service, while brand association is associated with the ability of the brand to ____________ from
competitors. ANS identify:differentiate
Seeing a brand can cause consumers to automatically think of the attributes of the firm. ANS
True
Brand Recall tasks are generally seen as much easier than Brand Recognition tasks. ANS False
Memory nodes that are linked to a particular brand are: ANS brand associations
In an interview at an oil company, Anna is asked to name all of the firm's closest competition in the
area. As she lists off all the brands that she can think of, Anna realizes that she is performing:
ANS Brand Recall
Automaticity in a branding context means: ANS the evaluation of a brand is brought to either
conscious or subconscious thought
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no
words). She automatically begins to think of her hunger. What kind of cue activated this thought?
ANS External Cue
,When creating a brand map, a word cloud is always more useful than a table. ANS False
A way of visually presenting where your brand is in consumers' minds is called a: ANS Brand
map
The added value delivered by the brand over the functional benefits or book value is called: ANS
Brand Equity
Book value of assets + Brand equity = ANS Market value of brand
Which of these is not a way to turn brand equity into dollar value? ANS Price competition
An agreement whereby a company permits another organization to use its brand on other products for
a fee is defined as: ANS Brand Licensing
If Oreo cookies come out with a new flavor of s'mores Oreo cookies, what are they using in order to
turn brand equity into dollars? ANS Promotional Advantage
The example of Isis chocolates is an example of: ANS how a changing environment can change
the associations of your brand
the importance of understanding consumer associations and opinions
the effect of outside influences on your brand's associations
ALL OF THESE
The example of the purchase of the PanAm brand demonstrates how: ANS Brands can have
value beyond the book value of the firm
The "magic lesson" teaches us how to turn what into dollars? ANS what consumers know about
the brand
, The brand name must provide _________ meaning for the product. ANS secondary
Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut
butter, that all sell different products. What branding strategy is used here? ANS Individual
branding
Which of these is not a benefit of sub-branding? ANS increased market share
"Generic trademark" is an ideal threshold for companies to reach for maximum brand awareness.
ANS False
Which of these is not a benefit of individual branding? ANS strong connections to established
brands for new brands to lean on
Which of these is not a branding strategy? ANS Franchise branding
Which of these is not a benefit of institutional branding? ANS greater individualized identity for
new products
What is the main advantage of using a sub-branding strategy? ANS ability to take on the
advantages of individual and institutional branding
ability to avoid the disadvantages of individual and institutional branding
general flexibility
ALL OF THESE
Which of these companies is more likely to use an institutional branding strategy for a new product
or service? ANS Sony
Verified Solutions
What is Spread Activation? ANS When nodes are energized and brought into working memory.
A "brand" is confined to the physical name or logo associated with the firm. ANS False
The brand resides in the consumers: ANS Memory
Brand awareness is associated with the ability of the brand to __________ who is offering a product
or service, while brand association is associated with the ability of the brand to ____________ from
competitors. ANS identify:differentiate
Seeing a brand can cause consumers to automatically think of the attributes of the firm. ANS
True
Brand Recall tasks are generally seen as much easier than Brand Recognition tasks. ANS False
Memory nodes that are linked to a particular brand are: ANS brand associations
In an interview at an oil company, Anna is asked to name all of the firm's closest competition in the
area. As she lists off all the brands that she can think of, Anna realizes that she is performing:
ANS Brand Recall
Automaticity in a branding context means: ANS the evaluation of a brand is brought to either
conscious or subconscious thought
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no
words). She automatically begins to think of her hunger. What kind of cue activated this thought?
ANS External Cue
,When creating a brand map, a word cloud is always more useful than a table. ANS False
A way of visually presenting where your brand is in consumers' minds is called a: ANS Brand
map
The added value delivered by the brand over the functional benefits or book value is called: ANS
Brand Equity
Book value of assets + Brand equity = ANS Market value of brand
Which of these is not a way to turn brand equity into dollar value? ANS Price competition
An agreement whereby a company permits another organization to use its brand on other products for
a fee is defined as: ANS Brand Licensing
If Oreo cookies come out with a new flavor of s'mores Oreo cookies, what are they using in order to
turn brand equity into dollars? ANS Promotional Advantage
The example of Isis chocolates is an example of: ANS how a changing environment can change
the associations of your brand
the importance of understanding consumer associations and opinions
the effect of outside influences on your brand's associations
ALL OF THESE
The example of the purchase of the PanAm brand demonstrates how: ANS Brands can have
value beyond the book value of the firm
The "magic lesson" teaches us how to turn what into dollars? ANS what consumers know about
the brand
, The brand name must provide _________ meaning for the product. ANS secondary
Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut
butter, that all sell different products. What branding strategy is used here? ANS Individual
branding
Which of these is not a benefit of sub-branding? ANS increased market share
"Generic trademark" is an ideal threshold for companies to reach for maximum brand awareness.
ANS False
Which of these is not a benefit of individual branding? ANS strong connections to established
brands for new brands to lean on
Which of these is not a branding strategy? ANS Franchise branding
Which of these is not a benefit of institutional branding? ANS greater individualized identity for
new products
What is the main advantage of using a sub-branding strategy? ANS ability to take on the
advantages of individual and institutional branding
ability to avoid the disadvantages of individual and institutional branding
general flexibility
ALL OF THESE
Which of these companies is more likely to use an institutional branding strategy for a new product
or service? ANS Sony
