Quiz 8: Brand Acquisition And Portfolios

Contemporary Brand Management

Business
33
Questions
10
True/False
20
Choices
3
Essay
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Questions

Q1
Free

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

Multiple Choice
expand_more
A) Portfolio creation
B) Portfolio management problem
C) Portfolio positioning
D) Portfolio image
Answer:
B) Portfolio management problem
Q2
Free

With about 8,500 brands, Nestle uses _____________ in which the Nestle stylized name endorses the brands in each category.

Multiple Choice
expand_more
A) Local Branding
B) Multiple Branding
C) Umbrella Branding
D) Name Branding
Answer:
C) Umbrella Branding
Q3
Free

The collection of brands that a firm own is its _____________________________.

Multiple Choice
expand_more
A) Brand portfolio
B) Brand value
C) Brand depth
D) Brand identity
Answer:
A) Brand portfolio
Q4

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

Multiple Choice
expand_more
A) Acquisition
B) Allegiance
C) Hierarchy
D) Line extension
Answer:

A) You need to subscribe to get the answer.

Q5

The ____________________________ strategy usually consists of a period where the new name is featured together with the old name.

Multiple Choice
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A) Fade-out
B) Fade-in
C) Summary axing
D) Fade-in/Fade-out
Answer:

A) You need to subscribe to get the answer.

Q6

Which is NOT a negative in rebranding an established brand by changing the name?

Multiple Choice
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A) Internal confusion and uncertainty
B) Potential loss of credibility
C) Potential gain of consumers
D) Costly investment
Answer:

A) You need to subscribe to get the answer.

Q7

Summary axing can backfire because the ________________ can be so strong even the original owner cannot introduce the change.

Multiple Choice
expand_more
A) Brand position
B) Brand identity
C) Brand loyalty
D) Brand image
Answer:

A) You need to subscribe to get the answer.

Q8

Through product line extensions (i.e. new products and acquisitions of other brands) many companies have diversified and have a(n) ________________ of brands.

Multiple Choice
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A) Category
B) Allegiance
C) Hierarchy
D) Portfolio
Answer:

A) You need to subscribe to get the answer.

Q9

A________________________ is in charge of similar brands in a company, and is responsible for differentiating these brands.

Multiple Choice
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A) Portfolio Manager
B) Acquisition Manager
C) Category Manager
D) Brand Manager
Answer:

A) You need to subscribe to get the answer.

Q10

In acquiring brands some companies use their name as a(n) ______________________ but keep the local name for loyal customers.

Multiple Choice
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A) Sub-brand
B) Fade-in brand
C) Endorsement brand
D) Fade-out brand
Answer:

A) You need to subscribe to get the answer.

Q11

__________________ is often the most important issue when a company acquires a brand.

Multiple Choice
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A) Maintaining brand loyalty
B) Maintaining brand value
C) Maintaining brand image
D) Maintaining brand promise
Answer:

A) You need to subscribe to get the answer.

Q12

Which one is NOT a reason for brand divestment?

Multiple Choice
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A) Streamlining the portfolio
B) Overlapping brands
C) The brand is strong
D) Lack of clear differentiation
Answer:

A) You need to subscribe to get the answer.

Q13

When acquiring a brand, companies will take into consideration many different factors including _____________________ which involves consolidation of supplier networks, production facilities, and distribution channels.

Multiple Choice
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A) Rebranding
B) Scale economies
C) Overlapping brands
D) Brand value
Answer:

A) You need to subscribe to get the answer.

Q14

Which of the following is a benefit of keeping the brand name but shifting the positioning and brand characteristics?

Multiple Choice
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A) Possible alienation of existing customers
B) Will cost money and resources
C) Internal confusion
D) Reaching a new segment
Answer:

A) You need to subscribe to get the answer.

Q15

Which of the following types of brands can be part of a company's brand portfolio?

Multiple Choice
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A) Master Brands
B) Sub-Brands
C) Smaller Local Brands
D) All of the type of brands above
Answer:

A) You need to subscribe to get the answer.

Q16

The success of a(n) _____________ strategy depends on the degree to which the corporate brand is familiar with the market, and provides additional product quality information.

Multiple Choice
expand_more
A) Diversification
B) Endorsement
C) Rebranding
D) Penetration
Answer:

A) You need to subscribe to get the answer.

Q17

The _________________________ coordinates all the brands of the company.

Multiple Choice
expand_more
A) Portfolio Manager
B) Acquisition Manager
C) Category Manager
D) Brand Manager
Answer:

A) You need to subscribe to get the answer.

Q18

________________________ means changing an established brand name.

Multiple Choice
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A) Repositioning
B) Reimaging
C) Divesting
D) Rebranding
Answer:

A) You need to subscribe to get the answer.

Q19

Which of the following is something a company does not consider when acquiring a brand?

Multiple Choice
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A) Brand strength
B) Ability to manage
C) How to weaken the customer base
D) Product quality
Answer:

A) You need to subscribe to get the answer.

Q20

____________________ may be beneficial if the brand association becomes negative.

Multiple Choice
expand_more
A) Acquisition
B) Rebranding
C) Diversification
D) Licensing
Answer:

A) You need to subscribe to get the answer.

Q21

Because consumers are loyal to a brand innovation should be avoided.

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

Subscribe First.

Q22

The fundamental reason why a company acquires other brands is the need to grow.

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

Subscribe First.

Q23

Portfolios ought to be structured around top-down control requirements rather than market-place synergies.

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

Subscribe First.

Q24

The "legacy" brand is the original brand that started the company.

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

Subscribe First.

Q25

A typical brand portfolio is structured as a hierarchy.

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

Subscribe First.

Q26

The brand positioning may have to shift in order to accommodate another brand in the portfolio.

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

Subscribe First.

Q27

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

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

Subscribe First.

Q28

Most brand acquisitions involve weak brands.

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

Subscribe First.

Q29

Rebranding is sometimes necessary when the brand association becomes negative.

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

Subscribe First.

Q30

One way to coordinate branding decisions in the portfolio is to assign different strategic roles.

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

Subscribe First.

Q31

Describe the reasons that a company acquires other brands:

Essay
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Answer:

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Q32

Describe what companies should consider when acquiring a brand?

Essay
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Answer:

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Q33

Describe some ways a company can rebrand a product.

Essay
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Answer:

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