Quiz 5: Managing An Established Brand
Contemporary Brand Management
Business
Quiz Mode allows you to practice the quiz as a real exam, you'll have a timer, answers will be hidden, you'll be allowed to fill your answers, get the result at the end and store your results.
Questions
The task of _____________________________ includes growing loyalty levels among existing customers, and upgrading and extending the product line.
_________________________ can only be sustained if the brand also offers highly visible customer support.
The __________________ used for brand communications should be based on its fit with brand identity, image, and personality.
A successful penetration strategy should make existing customers _________________.
Promotional tactics such as event sponsorship and product placement are particularly useful to help increase___________________.
A brand needs to build deeper relationships through ___________________.
____________________are typically not backed by advertising, and the cost to the consumer is usually lower.
Some companies go beyond sponsorship into ___________________ by infusing their entire mode of operation with an ethical component that spills over into their brand.
In determining where to allocate the advertising budget, the first choice should be the _______________________.
Marketing communications that increases the generic market will naturally fall mostly to ___________________________
__________________ provides some assurance that customers will come back.
_______________________ usually avoid price competition.
A company can build an image of caring through ____________________
Which is not part of a brand penetration strategy?
_________________________ can rely on lower prices or special features appealing to a subset of the market and becoming a niche brand.
When considering which media vehicle to use, a brand should also consider that the media's ____________________ represents the brand.
One product strategy that creates increased involvement and affinity for the brand is___________________.
In keeping a brand strong, ___________________ have to be selective when adopting new features from competitors since their adoption means that the new features are endorsed by the leader.
Weightwatchers offers a customized online weight-loss plan that gives advice on recipes and products. This is an example of___________.
__________________ is when companies try to increase brand allegiance through supporting community efforts.
Sustaining and deepening the allegiance of an established brand can be the most challenging brand-management task.
Brand loyalty is known as a one way street where a consumer is committed to the brand.
Brand loyalty programs aim to gain new customers, and extend the possibilities of the brand.
Customer Relationship Management is the main way of maintaining and increasing loyalty among existing consumers.
It costs five times as much to acquire a new customer as it does to retain an existing customer.
Frequent flyer programs, store membership cards, special deals and offers to existing customers are Customer Relationship Management efforts.
A strong brand needs to continually and consistently keep the trust of its customers.
The product upgrade and line extension strategies have different effects depending on the competitive power and position of the brand.
"We are as good as the leader" - is a good strategy for runner-up competitors.
Describe the four alternative growth strategies for a company's product
Describe the three basic strategies to increase brand alliance.
Describe different ways companies have used Corporate Social Responsibility in order to create a deeper allegiance to a brand.
