W04 Study_ Brands and Brand Management_ Marketing Management

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Brigham Young University, Idaho *

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Feb 20, 2024

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1/24/24, 4:27 PM W04 Study: Brands and Brand Management: Marketing Management https://byui.instructure.com/courses/275720/quizzes/4304817 1/5 W04 Study: Brands and Brand Management Due Jan 31 at 11:59pm Points 10 Questions 10 Time Limit None Instructions Attempt History Attempt Time Score LATEST Attempt 1 9 minutes 6 out of 10 Score for this quiz: 6 out of 10 Submitted Jan 24 at 4:26pm This attempt took 9 minutes. Task : Read the chapters in Stukent and take a reading quiz in Canvas. Purpose : Learn the material for the week. Instructions Read the following in Stukent: Chapter 8: Brands and Brand Management. When you are ready, take the quiz in Canvas. The quiz is open book. 0 / 1 pts Question 1 Sean goes to the store to purchase a sports drink. As he glances at the store shelf, he spots the brand Sweatsalot. Sean immediately thinks of athletes, as Sweatsalot shows sports in all of its commercials and even hires athletes to endorse the brand. In this situation, which purpose of branding has been accomplished? Differentiation orrect Answer orrect Answer Identification

1/24/24, 4:27 PM W04 Study: Brands and Brand Management: Marketing Management https://byui.instructure.com/courses/275720/quizzes/4304817 2/5 Trademarking Association ou Answered ou Answered 1 / 1 pts Question 2 True or False: If a company has not yet registered a trademark, they can still use the symbol to indicate an unofficial trademark. True Correct! Correct! False 0 / 1 pts Question 3 Stan has launched a line of athletic shoes and wishes to strategically trademark it. According to trademark criteria, which of the following would be considered distinctive enough to be considered for a trademark? Pineapple orrect Answer orrect Answer Sneakers Shoes Fast ou Answered ou Answered 1 / 1 pts Question 4

1/24/24, 4:27 PM W04 Study: Brands and Brand Management: Marketing Management https://byui.instructure.com/courses/275720/quizzes/4304817 3/5 True or False: Advertising can influence what associations a consumer has with a brand. True Correct! Correct! False 1 / 1 pts Question 5 Which of the following is not true about building brand differentiation through brand associations? Consumers can have different associations about a product’s reliability than they do about the personality of the brand. A consumer’s emotional history with the brand can affect that consumer’s brand associations. Every brand experience that the customer has usually has an equal impact on their view of the brand. Correct! Correct! Advertising can affect a customer’s brand associations. 1 / 1 pts Question 6 True or False: If a company has a lower market value than the book value of their assets, one can conclude that they have a negative brand equity.

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1/24/24, 4:27 PM W04 Study: Brands and Brand Management: Marketing Management https://byui.instructure.com/courses/275720/quizzes/4304817 4/5 True Correct! Correct! False 1 / 1 pts Question 7 If your brand is valued at five million dollars, but the company only has one million dollars in the book value of your assets, what does this tell you about the brand value? The brand is worth less money because of negative brand equity. Your brand hasn’t been in business long to build up a customer base. The book value of assets has depreciated over time. The brand has built up brand equity valued at four million dollars. Correct! Correct! 0 / 1 pts Question 8 True or False: With umbrella branding, a company brands products differently so that they can compete most efficiently in each product category. True ou Answered ou Answered False orrect Answer orrect Answer 1 / 1 pts Question 9

1/24/24, 4:27 PM W04 Study: Brands and Brand Management: Marketing Management https://byui.instructure.com/courses/275720/quizzes/4304817 5/5 COPYRIGHT 2024 BRIGHAM YOUNG UNIVERSITY-IDAHO True or False: A company should first establish their brand identity in order to properly communicate their brand. True Correct! Correct! False 0 / 1 pts Question 10 Each of the following is a strategy to cohesively communicate a brand except . Consistently using a logo ou Answered ou Answered Using the same fonts and colors Choosing influencers instead of advertisements to promote the brand orrect Answer orrect Answer Using similar messaging across channels Quiz Score: 6 out of 10

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