* not completed

. A ______________ is a relational asset whose value to the firm is contingent on past, present and future interactions with various firm stakeholders.

Brand personalities correct incorrect

Brand-mark correct incorrect

Brand positioning correct incorrect

Brand equity correct incorrect

* not completed

. Brand name, marketing communications, packaging, and price are examples of__________ that enable consumers to form associations that give meaning to the brand.

Brand anatomy correct incorrect

Intrinsic attributes correct incorrect

Extrinsic attributes correct incorrect

Brand value correct incorrect

* not completed

. Many brands are deliberately imbued with human characteristics, to the point that they are identified as having particular personalities. This is referred to as:

brand personalities correct incorrect

brand names correct incorrect

brand value correct incorrect

branding pyramid correct incorrect

* not completed

. Cadbury brand is a good example of:

distributor brand correct incorrect

manufacturer brand correct incorrect

generic brand correct incorrect

niche brand correct incorrect

* not completed

. Persil, Heinz, Cadbury, and Coca-Cola are good examples of:_____________

manufacturer brand correct incorrect

generic brand correct incorrect

distributor brand correct incorrect

luxury brand correct incorrect

* not completed

. Many retail brands adopt a single umbrella brand, based on the name of the organization. This is referred to as:

corporate brands correct incorrect

family branding correct incorrect

individual branding correct incorrect

manufacturer brand correct incorrect

* not completed

. This branding policy requires that all the products use the organization's name, either entirely or in part, e.g. Microsoft, Heinz, and Kellogg's.

Family branding correct incorrect

Individual branding correct incorrect

Corporate brands correct incorrect

Manufacturer brand correct incorrect

* not completed

. _________ is a strategic activity and is used to differentiate and distinguish a brand so that a consumer understands the brand, not just remembers it.

Brand heritage correct incorrect

Brand anatomy correct incorrect

Brand positioning correct incorrect

Brand extension correct incorrect

* not completed

. A strategic activity and is used to differentiate and distinguish a brand, so that a consumer understands the brand, not just remembers it. This activity is referred to as:__________

Brand position correct incorrect

Brand equity correct incorrect

Brand concept correct incorrect

Brand heritage correct incorrect

* not completed

. ____________ describes the extrinsic properties of the product (the colour, the packaging, the product consistency, associations) and level to which these satisfy customers' psychological or social needs.

Brand repositioning correct incorrect

Brand stretching correct incorrect

Brand imagery correct incorrect

Brand equity correct incorrect

* not completed

. Once referred to as a multibrand policy, this branding strategy requires that each product offered by an organization is branded independently of all the others. This is known as:

corporate brands correct incorrect

family branding correct incorrect

individual branding correct incorrect

co-branding correct incorrect

* not completed

. A brand is believed to be a sign. __________, the science of signs, is used as a basis for a model that considers the different components of the relationships among them.

statistics correct incorrect

semiotics correct incorrect

ethnography correct incorrect

equation modelling correct incorrect

* not completed

. Conventional brand strategies are based on competition for ____________. This is about 'my brand being better than yours,' and this requires making sure customers prefer your brand rather than your competitors'.

brand preference correct incorrect

brand extensions correct incorrect

brand stretching correct incorrect

The brand sensitive correct incorrect

* not completed

. Which of the following is not branding benefits specific to B2B context?

functional and product use benefits correct incorrect

self-expressive correct incorrect

ethical advantages correct incorrect

emotional advantages correct incorrect

* not completed

. There are three types, or clusters, of B2B customers based upon the way they each perceive the importance of branding in the organizational purchase decision process. These are:____________

the highly tangible, the brand receptive, and the low interest. correct incorrect

the highly tangible, the brand protagonist, and the high interest. correct incorrect

the highly tangible, the brand active, and the high interest. correct incorrect

the highly intangible, the brand receptive, and the high interest. correct incorrect

* not completed

. With this type of brand scope, positioning, identity, image, distinguishing characteristics including attributes, associations, and identifiers of the brand are virtually identical to the home market. This is referred to as:

multidomestic correct incorrect

global correct incorrect

international brand correct incorrect

domestic correct incorrect

* not completed

. A measure of the value and strength of a brand, including an assessment of a brand's wealth is known as:

brand stretching correct incorrect

brand heritage correct incorrect

brand name correct incorrect

brand equity correct incorrect

* not completed

. Which of the following is not one of the core elements to develop business brands?

communication correct incorrect

services correct incorrect

symbolic devices correct incorrect

behaviour correct incorrect

* not completed

. A measure of the value and strength of a brand; it is an assessment of a brand's wealth. This is referred to as:________

Brand extension correct incorrect

Brand equity correct incorrect

Brand stretching correct incorrect

Brand positioning correct incorrect

* not completed

. There are some specific B2B context branding issues that can be distilled into four main dimensions. Buyer-related personal and professional satisfaction is the example of:

functional and product use benefits correct incorrect

emotional benefits correct incorrect

relational benefits correct incorrect

self-expressive benefits correct incorrect