29 Questions
Which of the following is NOT a way that marketers can control brand associations?
Personal memories about brands
What is the primary purpose of a brand name?
All of the above
What is the role of brand colors and fonts?
All of the above
Which of the following is NOT a customer benefit of branding?
Allows for premium prices
What is the hierarchy of brand associations, from most concrete to most abstract?
Concrete product attributes, abstract product benefits, status symbols
Which of the following is NOT a company benefit of branding?
Decreases risk for customers
Which of the following is an accurate statement about abstract emotional benefits?
They are harder to create and communicate, but more meaningful.
What is the primary purpose of brand communities according to the text?
To facilitate customer bonding over their shared attachment to a brand.
What does the brand association network depict?
The strength of connections between brand associations and the brand name.
Which of the following is a characteristic of the umbrella approach to branding strategies?
It attaches the same brand name to multiple products.
What does the text suggest about brand personalities?
They capture specific information about the brand and holistic perceptions about the brand.
What does the text suggest about how consumers experience brands?
Consumers experience brands affectively, intellectually, and behaviorally.
What is the primary customer benefit of branding?
Enhancing predictability for customers
How do brand personalities contribute to brand equity?
By creating emotional connections with customers
Which of the following is a company benefit of branding?
Building stronger brand associations
In the hierarchy of brand associations, what typically comes after brand attributes?
Brand benefits
What does the brand association network primarily depict?
The interrelatedness of brand attributes and benefits
How do brand personalities differ from brand attributes in the context of branding?
Brand personalities evoke emotional responses, while attributes describe functional features.
What is a primary customer benefit of branding according to the text?
Decreasing risk
How do brand names and logos primarily communicate with customers?
As a shorthand way of communication
What is a key company benefit of branding mentioned in the text?
Increasing repeat purchasing
In the context of brand associations, what are some elements that marketers can control?
Product shape & packaging
From concrete to abstract, what is the hierarchy of brand associations aimed at achieving?
Increasing customer loyalty
Which of the following elements is NOT related to the concept of brand personalities?
Marketing strategies
Which of the following is a key customer benefit of branding?
Brands help customers achieve their ideal self.
What does a brand's personality capture?
Both specific information about the brand and abstract emotional benefits.
What does the brand association network depiction in the text primarily illustrate?
The connections between different associations linked to a brand name.
What is the hierarchy of brand associations from most concrete to most abstract?
Concrete product attributes, abstract product benefits, abstract emotional benefits.
Which of the following is identified as a key company benefit of branding in the text?
Brands are easy to communicate and hard for competitors to copy.
Explore concepts related to brands in Chapter 7, including brand portfolio, brand associations, and brand names. Learn about the qualities associated with a brand's name, how marketers control brand associations, and the importance of choosing the right brand name.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
