Quiz 4: Building A New Brand

Contemporary Brand Management

Business
32
Questions
9
True/False
20
Choices
3
Essay
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Questions

Q1
Free

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

Multiple Choice
expand_more
A) Personality
B) Value
C) Identity
D) Image
Answer:
B) Value
Q2
Free

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

Multiple Choice
expand_more
A) Personality
B) Awareness
C) Identity
D) Image
Answer:
C) Identity
Q3
Free

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.

Multiple Choice
expand_more
A) Personality
B) Awareness
C) Identity
D) Image
Answer:
D) Image
Q4

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

Multiple Choice
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A) Name
B) Logo
C) Slogan
D) Media
Answer:

A) You need to subscribe to get the answer.

Q5

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

Multiple Choice
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A) Make sure the brand name is legally available in all potential market countries.
B) Make sure the brand name is common.
C) Make sure the brand name is easy to pronounce and understand.
D) Make sure the brand name fits with the value proposition and the intended positioning.
Answer:

A) You need to subscribe to get the answer.

Q6

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.

Multiple Choice
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A) Campaign Plan
B) Creative Plan
C) Naming Plan
D) Media Plan
Answer:

A) You need to subscribe to get the answer.

Q7

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

Multiple Choice
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A) Weak brand
B) Runner Up Brand
C) Category Leader
D) New brand
Answer:

A) You need to subscribe to get the answer.

Q8

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

Multiple Choice
expand_more
A) Late adopters
B) Innovators
C) Early adopters
D) Majority
Answer:

A) You need to subscribe to get the answer.

Q9

_________________________ 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.

Multiple Choice
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A) Stealth marketing
B) Buzz marketing
C) Conversation creation
D) Product placement
Answer:

A) You need to subscribe to get the answer.

Q10

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

Multiple Choice
expand_more
A) Name
B) Logo
C) Slogan
D) Media
Answer:

A) You need to subscribe to get the answer.

Q11

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

Multiple Choice
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A) Objective
B) Vision
C) Decision
D) Intention
Answer:

A) You need to subscribe to get the answer.

Q12

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

Multiple Choice
expand_more
A) Advertising
B) Sponsorships
C) Tracking
D) Product Placement
Answer:

A) You need to subscribe to get the answer.

Q13

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

Multiple Choice
expand_more
A) Name
B) Logo
C) Slogan
D) Spokesperson
Answer:

A) You need to subscribe to get the answer.

Q14

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

Multiple Choice
expand_more
A) Guerilla marketing
B) Blogging
C) Stealth Marketing
D) Buzz Marketing
Answer:

A) You need to subscribe to get the answer.

Q15

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

Multiple Choice
expand_more
A) Media decision
B) Brand planning
C) Line Extension
D) Creative planning
Answer:

A) You need to subscribe to get the answer.

Q16

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

Multiple Choice
expand_more
A) Media planning
B) Launch planning
C) Creative planning
D) Brand planning
Answer:

A) You need to subscribe to get the answer.

Q17

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

Multiple Choice
expand_more
A) Existing
B) Consumer
C) Neutral
D) Artificial
Answer:

A) You need to subscribe to get the answer.

Q18

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

Multiple Choice
expand_more
A) Conversation creation
B) Viral Marketing
C) Stealth Marketing
D) Buzz Marketing
Answer:

A) You need to subscribe to get the answer.

Q19

Names for new brands are now usually selected for __________________________.

Multiple Choice
expand_more
A) Legal reasons
B) Global potential
C) Image
D) All of the above
Answer:

A) You need to subscribe to get the answer.

Q20

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

Multiple Choice
expand_more
A) Before launch
B) After launch
C) During launch
D) During all the stages above
Answer:

A) You need to subscribe to get the answer.

Q21

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q22

New brands will have an established personality.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q23

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q24

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q25

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q26

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q27

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q28

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q29

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

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q30

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

Essay
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Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

Q31

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

Essay
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Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

Q32

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

Essay
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Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

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