1. Placing brands on products originated from the practice of marking livestock with a farmer's brand to differentiate between the quality of meats.

a. True

b. False

2. All of the following are functions of a brand EXCEPT:

a. Signify quality

b. Guarantees availability of a product for purchase

c. identify the maker

d. Secure a price premium

e. Offer legal protection

3. For Caribou Coffee, the words "Rewarding Everyday Moments" express what the brand represents. This statement is meant for an internal audience. It describes the strong, intangible associations that establish an emotional connection between the brand and the customer. For Caribou Coffee, this is their:

a. Tag line

b. Brand line

c. Positioning statement

d. Advertising slogan

e. Brand mantra

4. When I think of the Nike brand, I recall the positive experiences I have had with Nike products. Nike was the brand of my first pair of running shoes when I participated in athletics. Also, this was the brand of the training gear that my parents purchased for me when I was a young athlete. When I think of the brand, these thoughts and experiences come to mind and bring a smile to my face. For me, these thoughts and experiences are part of Nike's _____________________.

a. Brand positioning

b. Brand experiences

c. Customer response

d. Brand alliance

e. Brand equity

5. Which of the following are attributes of a strong brand?

i. Can generate a high selling price

ii. Understand the relationship between brand and consumer

iii. Maintains a consistent image

iv. Delivers on the brand promise

v. Makes customers feel fulfilled

a. ii, iv, v

b. ii, iii, iv

c. i, ii, iii

d. i, iii, iv

e. ii, iii, v

6. With the growth of the internet, indirect experiences such as online advertising and connecting with a brand through social media could have just as much impact as direct experience.

a. true

b. false

7. You are shopping for a new computer. First you visit the Apple website to find a model that suits your needs. Then you read customer reviews before you decide on which to purchase. Then you visit the Apple store when you make you final decision in-store and purchase a new Apple iMac computer. These distinct events are known as:

a. Customer selling sequence

b. Apple customer magic

c. Customer purchase process

d. Customer buying journey

e. Customer touchpoints

8. A line extension means a company _______________________.

a. Launches a product in an entirely new category using the different brand

b. Launches a product in an entirely new category using the same brand

c. Launches a product in the same category using a different brand

d. Launches a more expensive version of the product using a different brand

e. Launches a product in the same category using the same brand

9. One risk of launching an extension is that the perception of the brand could be weakened if the extension does not do well. This is known as ________________________.

a. Brand competition

b. Brand liability

c. Brand cannibalization

d. Brand dilution

e. Brand loss

10. Apple has been working on developing a new Apple automobile. Research by the company discovered that several Apple brand associations transferred to this new product, e.g., ease of use; customer friendly. But this research also found that these associations did not provide Apple with an advantage in the automobile category. This means that when it comes to the automobile category, the brand has good _____________ but poor _________.

a. leverage; fit

b. fit; leverage

c. transfer; application

d. fit; opportunity

e. leverage; opportunity