Brand Elements Selection Strategies Quiz
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Questions and Answers

What is the primary purpose of brand elements according to the text?

  • To copy competitors' strategies
  • To confuse consumers
  • To reduce brand awareness
  • To differentiate and identify the brand (correct)
  • Which of the following is NOT considered a brand element according to the text?

  • Brand name
  • Product features (correct)
  • Slogan
  • Logo
  • In the context of brand equity, what does a brand element need to elicit?

  • Limited brand awareness
  • Neutral brand feelings
  • Negative brand judgments
  • Positive brand associations (correct)
  • What test is mentioned in the text to determine the brand-building ability of a brand element?

    <p>'Brand Only' test</p> Signup and view all the answers

    What should marketers consider when choosing brand elements?

    <p>Elements that create strong, favorable associations</p> Signup and view all the answers

    How does the customer-based brand equity model suggest marketers choose brand elements?

    <p>To facilitate strong, favorable, and unique associations</p> Signup and view all the answers

    What are some ways a company can protect its brands from unauthorized use in other domain names?

    <p>Register all conceivable variations of its brand as domain names ahead of time</p> Signup and view all the answers

    What role do logos play in building brand equity and awareness?

    <p>Contribute to indicating origin, ownership, or association</p> Signup and view all the answers

    Which of the following is an example of a nonword mark logo?

    <p>Nike swoosh</p> Signup and view all the answers

    What is the purpose of registering all conceivable variations of a brand as domain names ahead of time?

    <p>To prevent unauthorized use of the brand in other domain names</p> Signup and view all the answers

    What do abstract logos convey about a brand?

    <p>Designs that may be completely unrelated to corporate names or activities</p> Signup and view all the answers

    Which company name listed has no accompanying logo separate from the name?

    <p>CocaCola</p> Signup and view all the answers

    Which brand element is generally considered most useful for enhancing brand recall?

    <p>Brand names and URLs</p> Signup and view all the answers

    Which criterion is considered excellent for logos and symbols?

    <p>Protectability</p> Signup and view all the answers

    Which brand element can convey almost any type of association explicitly?

    <p>Slogans and jingles</p> Signup and view all the answers

    Which criterion is considered good for characters?

    <p>Transferability</p> Signup and view all the answers

    Which brand element is considered difficult to adapt?

    <p>Brand names and URLs</p> Signup and view all the answers

    Which brand element can be closely copied, according to the text?

    <p>Packaging and signage</p> Signup and view all the answers

    What is one potential drawback of abstract logos?

    <p>Consumers may not understand what the logo represents.</p> Signup and view all the answers

    Which of the following is a benefit of abstract logos?

    <p>They are easily recognizable.</p> Signup and view all the answers

    Why might a company choose to use an abstract logo?

    <p>When the brand name is difficult to use.</p> Signup and view all the answers

    Which of the following is a benefit of slogans mentioned in the text?

    <p>They help build brand awareness.</p> Signup and view all the answers

    What is a function of slogans according to the text?

    <p>To summarize the intent of a marketing program.</p> Signup and view all the answers

    Which of the following statements about logos is true?

    <p>Logos can be easily adapted over time.</p> Signup and view all the answers

    What is the main purpose of conducting an extensive international legal search before spending large amounts of money on consumer research?

    <p>To ensure the name does not infringe on any existing trademarks or copyrights in other countries</p> Signup and view all the answers

    What is the main reason marketers often search on a sequential basis, testing in each country only those names that survived the legal screening from the previous country?

    <p>To save time and resources by not testing names that have already been rejected</p> Signup and view all the answers

    What is the main purpose of conducting consumer research on the final candidates for the product name?

    <p>To confirm management's expectations about the memorability and meaningfulness of the remaining names</p> Signup and view all the answers

    What is the main goal when selecting the final name for the product?

    <p>To choose the name that is the most consistent with the company's branding and marketing objectives</p> Signup and view all the answers

    What is the practice of registering, trafficking in, or using a domain name with bad faith to profit from the goodwill of a trademark belonging to someone else called?

    <p>Cybersquatting</p> Signup and view all the answers

    What is the main purpose of a URL (uniform resource locator)?

    <p>To specify the location of a page on the web</p> Signup and view all the answers

    Study Notes

    Brand Elements

    • Brand elements, also known as brand identities, are trademarkable devices that identify and differentiate a brand.
    • Main brand elements include brand names, URLs, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage.

    Logos and Symbols

    • Logos are visual elements that play a critical role in building brand equity and brand awareness.
    • Logos can be:
      • Word marks (e.g., Coca-Cola, Dunhill, Kit Kat)
      • Abstract logos (e.g., Mercedes star, Rolex crown, CBS eye, Nike swoosh, Olympic rings)
    • Symbols are non-word mark logos.

    Slogans

    • Slogans are short phrases that communicate descriptive or persuasive information about a brand.
    • Benefits of slogans:
      • Help build brand awareness by making strong links between the brand and the corresponding product category.
      • Serve as tag lines to summarize the descriptive or persuasive information conveyed in ads.

    URLs

    • URLs (uniform resource locators) specify locations of pages on the Web and are commonly referred to as domain names.
    • Companies need to protect their brands from unauthorized use in other domain names.
    • Cyber-squatting: registering, trafficking in, or using a domain name with bad faith to profit from someone else's trademark goodwill.

    Criteria for Choosing Brand Elements

    • Memorability: can be chosen to enhance brand recall and recognition.
    • Meaningfulness: can reinforce almost any type of association, although sometimes only indirectly.
    • Likability: can evoke much verbal imagery or provoke visual appeal.
    • Transferability: can be limited, but some brand elements are more adaptable than others.
    • Protectability: can be protected through legal means.

    Choosing Brand Elements

    • Conduct an extensive international legal search before finalizing a brand element.
    • Research final candidates through consumer testing.
    • Select the final brand element based on maximized branding and marketing objectives.

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    Description

    Test your knowledge on choosing brand elements to build brand equity with this quiz based on Chapter 3 of 'Strategic Brand Management: Building, Measuring, and Managing Brand Equity'. Learn about different types of brand elements, criteria for selection, key tactics, and the rationale for mixing and matching brand elements.

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