Quiz 6: Brand Extension

Contemporary Brand Management

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

Q1
Free

The _______________ is the name that is attached to one or more products or services.

Multiple Choice
expand_more
A) Category
B) Brand
C) Company
D) Logo
Answer:
B) Brand
Q2
Free

Which of the following is NOT a benefit from a brand extension to new product acceptance?

Multiple Choice
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A) A strong endorsing brand that reduces consumers' perceived risk.
B) The product piggy-banking on an established brand's distribution.
C) The yielding of spillover effects in advertising from an established brand.
D) The introduction campaign cost increasing.
Answer:
D) The introduction campaign cost increasing.
Q3
Free

A _________________ is something that a consumer buys to satisfy a want or need.

Multiple Choice
expand_more
A) Product
B) Brand
C) Category
D) Logo
Answer:
A) Product
Q4

_____________________ has been successful where the complementary fit between the two brands enhance both.

Multiple Choice
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A) Co-branding
B) Brand allegiance
C) Brand extension
D) Line extension
Answer:

A) You need to subscribe to get the answer.

Q5

Starbucks making coffee makers is an example of _______________.

Multiple Choice
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A) Diversification
B) Brand extension
C) Line extension
D) Co-branding
Answer:

A) You need to subscribe to get the answer.

Q6

In order for a new product to be accepted a company should assess their competence in the ____________________.

Multiple Choice
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A) Market
B) Brand extension
C) Product category
D) Co-branding
Answer:

A) You need to subscribe to get the answer.

Q7

____________________ products are the "feel" products where psychological risks and self-expressive benefits can be important.

Multiple Choice
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A) Hedonic
B) Utilitarian
C) Co-branding
D) Mid-level
Answer:

A) You need to subscribe to get the answer.

Q8

An AT&T Universal Master Card is an example of ________________.

Multiple Choice
expand_more
A) Product extension
B) Brand extension
C) Line extension
D) Co-branding
Answer:

A) You need to subscribe to get the answer.

Q9

If the new product's value proposition and target positioning can use the same brand ___________________, extension of this is usually a logical step.

Multiple Choice
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A) Personality
B) Colors
C) Slogan
D) Audience
Answer:

A) You need to subscribe to get the answer.

Q10

The Hershey brand tends to have its identity tied closely to one ___________________________

Multiple Choice
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A) Co-Branding
B) Brand Extension
C) Product Category
D) Penetration Strategy
Answer:

A) You need to subscribe to get the answer.

Q11

A shampoo brand making shower gel and lotion is an example of _____________________.

Multiple Choice
expand_more
A) Product extension
B) Brand extension
C) Line extension
D) Co-branding
Answer:

A) You need to subscribe to get the answer.

Q12

________________have become a very popular way to leverage the value of an established brand.

Multiple Choice
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A) Brand extensions
B) Consumer brands
C) Strong brands
D) Mid-level brands
Answer:

A) You need to subscribe to get the answer.

Q13

In a _______________________ product category, the brand extension guarantees are particularly important.

Multiple Choice
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A) Low involvement
B) High involvement
C) No involvement
D) Hedonic
Answer:

A) You need to subscribe to get the answer.

Q14

An example of an umbrella brand is:

Multiple Choice
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A) M&Ms
B) Dasani Water
C) Taco Bell
D) Ford
Answer:

A) You need to subscribe to get the answer.

Q15

_________________________ is where an establish brand is used to introduce a new product from a different product line.

Multiple Choice
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A) Brand Extension
B) Corporate Social Responsibilities
C) Line Extension
D) Customer Relationship Management
Answer:

A) You need to subscribe to get the answer.

Q16

If a company has several competing brands in the same product category they are unlikely to use _____________________.

Multiple Choice
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A) Hedonic branding
B) Utilitarian branding
C) Master-branding
D) Umbrella branding
Answer:

A) You need to subscribe to get the answer.

Q17

The ___________ of a strong brand sets limits to how widely the brand can be extended.

Multiple Choice
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A) Identity
B) Promise
C) Value
D) Equity
Answer:

A) You need to subscribe to get the answer.

Q18

A __________________ is something consumers purchase to satisfy a need.

Multiple Choice
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A) Brand
B) Product
C) Service
D) Both B & C
Answer:

A) You need to subscribe to get the answer.

Q19

For __________________ products the functional risk in new product acceptance can be quite important.

Multiple Choice
expand_more
A) Hedonic
B) Utilitarian
C) Co-branding
D) Umbrella
Answer:

A) You need to subscribe to get the answer.

Q20

A(n) __________________ brand is one over-arching name for a set product with sub-brands under it.

Multiple Choice
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A) Hedonic
B) Utilitarian
C) Co-branding
D) Umbrella
Answer:

A) You need to subscribe to get the answer.

Q21

Co-branding can be a win-win situation for both brands because it increases the promotional cost.

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

Subscribe First.

Q22

Successful brand extension does not add to the parent brand value.

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

Subscribe First.

Q23

One of the cons to brand extension of new product acceptance is less uniqueness compared with a new brand.

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

Subscribe First.

Q24

One of the reasons for a brand extension is the speedy acceptance of a new product.

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

Subscribe First.

Q25

The basic role of a parent company is to facilitate the acceptance of the new product.

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

Subscribe First.

Q26

Brand extensions are a good way to build brand value when the extension reaffirms the existing brand.

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

Subscribe First.

Q27

One of the pros to brand extension of new product acceptance is that a strong endorsing brand will increase consumers' perceived risk.

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

Subscribe First.

Q28

Benefits of co-branding are that the two brands gain good will and potential customers from the partner.

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

Subscribe First.

Q29

Every brand has a boundary beyond which it should not be extended.

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

Subscribe First.

Q30

In order to reduce risk in brand expansion, describe what two risks companies must originally consider.

Essay
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Answer:

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Q31

Describe the difference between the pros and the cons of brand extension new product acceptance.

Essay
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Answer:

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Q32

Describe the similarities and difference between brand extension and line extension.

Essay
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Answer:

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