51) The red letter \"K\" that appears on all Kellogg\'s cereal boxes is an example of a ________.

A) brand valuation

B) brand license

C) trade character

D) brand

E) co-brand

52) Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna, even though the Kroger tuna costs $0.15 less per can. Chicken of the Sea has brand ________.

A) extension

B) equity

C) specialty

D) service

E) allies

53) A manager of a Holiday Inn said, \"We have power and value in the market and people are willing to pay for it.\" This manager is referring to ________.

A) brand protection

B) brand alliances

C) brand equity

D) line extensions

E) brand extensions

54) The brand manager of Wee Won, a brand of stylish infant and toddler clothes sold at upscale shops in urban and suburban settings, has experimented with increasing the price of several items in the Wee Won line. Sales of these items did not decrease with the new, higher prices. It is most accurate to say that Wee Won customers have exhibited ________.

A) purchase loyalty

B) brand alliances

C) brand stretching

D) attitudinal loyalty

E) benefits positioning

55) Each new iPod product introduction advances the causes of democratizing technology and approachable innovation. iPod, an expert at fostering customer community, has been ranked one of the Breakaway Brands by the brand consultancy Landor Associates. iPod is positioned on ________.

A) attributes

B) benefits

C) variation

D) selection

E) values

56) The Kirkland products sponsored and sold by the retailer Costco are an example of a(n) ________.

A) organizational brand

B) support brand

C) private label brand

D) sponsorship brand

E) manufacturer\'s brand

57) Del Monte Foods, a large corporation that manages many family food and pet food brands, sells the Contina brand of canned tomato products to supermarkets across the country. Contina is an example of a(n) ________.

A) organizational brand

B) support brand

C) private label brand

D) reseller brand

E) manufacturer brand

58) Disney allowed a paint manufacturer to produce paint using the Disney brand name for a specific period of time. Disney paint is an example of ________.

A) licensing

B) bundling

C) alliance branding

D) multibranding

E) private label branding

59) Helene Curtis began to market shampoo for normal hair. In an attempt to increase profits and use excess market capacity, Helene Curtis then marketed shampoo for oily hair and color-treated hair. This is an example of a(n)________.

A) horizontal line extension

B) vertical line extension

C) vertical brand extension

D) horizontal brand extension

E) co-branding

60) An apparel marketer with a strong brand in the women\'s casual wear market is planning to launch that existing brand name into the new product category of women\'s accessories. Which brand development strategy is being implemented?

A) line extension

B) brand extension

C) multibranding

D) new brands

E) co-branding