Title: Branding
Course: Demo 1

Q: A set of attributes or features (e.g. name, term, design, symbol, reputation, etc.) that distinguishes the goods and services of one seller from another is known as ________.
- a trademark
- a marketing strategy
- a brand
A: a brand

Q: Essential ingredients for effective branding include:
- a plan for how to grow your brand in support of company strategy and objectives
- knowing where your brand stands in the marketplace today
- understanding what makes your brand different
A: a plan for how to grow your brand in support of company strategy and objectives; knowing where your brand stands in the marketplace today; understanding what makes your brand different

Q: Which of the following are branding elements?
- the distinctive shape of a Coca-Cola bottle
- Mickey Mouse ears
- the Pacific Ocean
A: the distinctive shape of a Coca-Cola bottle; Mickey Mouse ears

Q: A(n) ________ is a recognized symbol of a company or product that is established by use and built up through marketing and branding activities.
- insignia
- tactic
- trademark
A: trademark

Q: When his new cell phone stopped working within a week, Jim went to the storefront of Walkie-Talkie Mobile, his mobile service provider, for assistance. After listening to Jim’s story, the customer service representative tried to troubleshoot Jim’s problems several ways. Nothing worked. After consulting with her manager, the service rep offered Jim a new phone and migrated his data while he waited. Although it took over an hour, Jim was happy to leave the store with a working phone. From the information provided in this story, what likely contributed to Jim’s positive experience with the Walkie-Talkie Mobile brand?
- product quality of the mobile phone
- Walkie-Talkie Mobile Super Bowl ads
- customer service experience
A: customer service experience

Q: How does effective branding typically benefit businesses?
- it builds customer loyalty
- it can command premium pricing
- it improves production output
A: it builds customer loyalty; it can command premium pricing

Q: A consumer’s commitment to repurchase or otherwise continue using a particular brand by repeatedly buying that product or service is known as ________.
- brand recognition
- brand extension
- brand loyalty
A: brand loyalty

Q: Common ways of tracking and measuring brand equity include ________.
- calculating the price premium between a branded product and its close competitors
- calculating and handling brand as an intangible financial asset of the firm
- calculating revenues earned from a branded product or company
A: calculating the price premium between a branded product and its close competitors; calculating and handling brand as an intangible financial asset of the firm

Q: Successful brand line extensions benefit businesses in the following ways:
- they reduce the financial risk associated with new product development
- they build on customers’ loyalty to an existing brand to introduce them to new products
- they may cannibalize sales of the company’s older, established products
A: they reduce the financial risk associated with new product development; they build on customers’ loyalty to an existing brand to introduce them to new products

Q: During a product strategy meeting at a sports drink company, the leadership team agrees to pursue a new, “natural” line of sports drinks targeting women. The CEO wants to use the last 15 minutes of the meeting to brainstorm potential brand names for the new product line. What important steps should the team take before diving into name selection?
- create a plan for how this brand will support company strategy and objectives
- clearly define what makes this brand different and distinct from the competition
- develop a marketing plan to introduce the new brand
A: create a plan for how this brand will support company strategy and objectives; clearly define what makes this brand different and distinct from the competition