Quiz 4: Building A New Brand

All of the following are building blocks for a new brand EXCEPT:

For a brand to credibly reduce functional risk, it must have a strong enough ____________________ that suggests it is capable of solving the problem.

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.

The ___________________ is important for new brands because it gives a visual representation.

When creating a name for a new brand, companies need to do all the following EXCEPT:

When building a new product it is important to develop a comprehensive ____________________________ because of the approximately 250,000 product that launch each year, 85-95% will fail.

A _____________ brand is said to be established when it has a clear identity, image, and personality.

In the beginning of developing a product the important target consumers are the __________________________.

_________________________ is a form of advertising where branded goods or services are placed in a context such as a movie, music video, and/or television show.

The ___________________________ is important for new brands to capture the imagination and reflect the selling point in a short memorable line.

In campaign planning creating awareness and generating some interests and knowledge of the brand is the ____________________________.

_________________________ should begin at the inception of the brand and continue until the brand is divested.

An important determinant of the brand personality will be the ___________________.

Using high-profile entertainment or odd news to get people to talk about your brand is known as _________________________.

The key issue for the ________________________ is: what is the appropriate way to send the message to the target audience?

The _____________________ involves who is the target audience, when to target them, what message to communicate, and what the appropriate timeline is.

The benefits of a(n) ______________________ brand name is that the brand identity and can be created from scratch.

Creating entertainment and suggestive brand messages that are designed to be passed along at an exponential rate is known as ____________________________.

Names for new brands are now usually selected for __________________________.

The launch decision process for a new brand happens during which stage(s):

Finding a suitable name and logo for a given product is the first step in building a new brand.

New brands will have an established personality.

For a consumer to choose a brand they must believe the branded product will function as promised and expected.

Having a celebrity wear a certain new designers gown to an award show is known as "product seeding."

Awareness usually involves trying to get consumers to remember a few specific features of the new brand.

One of the risks of product placement is that the consumer might turn against the brand if the placement becomes too obvious.

Product placement builds a stronger/emotional connection with consumers because the brand is used by a favorite character.

One of the basic naming rules for new brands is that the brand name is easy to spell.

Tracking sales result data can capture the entire picture of the brand building process.

Describe some off-beat marking and how they could be used.

When creating a new name for a brand describe the basic brand name rules.

Describe the four basic criteria for selecting the best spokesperson for a new brand.