Crafting the Brand Architecture (Chapter 7) - What are your thoughts on the below scenarios?

1.Offerings targeting customer segments with different needs must use different brands.

True

False

2.Which of the following accurately describes the relationship between a company's product and brand decisions?(Check all that apply)

A. The same brand may be used across offerings in different product categories

B. The same product may be associated with different brands

C. Brands are product-specific and may not be used on different products

D. Brands are category-specific and may not be used on products from different categories

3.A single-brand strategy (also referred to as umbrella branding or branded house) strengthens the brand by increasing its visibility across product categories and purchase occasions.

True

False

4.A single-brand strategy (also referred to as umbrella branding or branded house) minimizes the risk of a spillover of negative information across brands.

True

False

5 A multi-brand strategy (also referred to as a house of brands) enables a company to establish a unique brand identity for different product categories and purchase occasions.

True

False

6.A multi-brand strategy (also referred to as a house of brands) increases the possibility of a spillover of negative information across the brands in a company's portfolio.

True

False

7.A multi-brand strategy (also referred to as a house of brands) enables the company to utilize the breadth of its offerings to enhance the visibility and impact of its brand.

True

False

8.General Motors' approach to having a portfolio of brands such as Buick, Cadillac, Chevrolet, and GMC is an example of which branding strategy?(Select one)

A. House of brands

B. Branded house

9.Mercedes A-Class brand architecture is an example of which branding strategy?(Select one)

A. House of brands

B. Branded house

C. Portfolio cobranding

10.Nestl Kit Kat brand architecture is an example of which branding strategy?(Select one)

A. House of brands

B. Branded house

C. Portfolio cobranding

11.Gillette Fusion is an example of which branding strategy?(Select one)

A. Sub-branding

B. Endorsement branding

C. Neither

12.A company with limited expertise in brand building is more likely to rely on a multi-brand than on a single-brand strategy.

True

False

13.The primary goal of external cobranding is to leverage the meaning of the partnering brands.

True

False

14.Gore-Tex (waterproof coating) cobranded with The North Face (apparel) exemplifies which of the following strategies?(Select one)

A. Sub-branding

B. Endorsement branding

C. Certification branding

D. Ingredient branding

15.Which of the following is an example of endorsement branding?(Check all that apply)

A. Solar TurbinesA Caterpillar Company

B. Jeep Cherokee

C. Mondelez International

D. BMW 540xi

16.Which of the following is an example of subbranding?(Check all that apply)

A. Mondelez International

B. Polo by Ralph Lauren

C. Toyota Corolla

D. BMW 540

17.Certification branding does not require a cobranding agreement from the owner of the certifying brand. As long as a company's offerings meet the standards established by the certifying organization, it has the right to use the certification brand.

True

False

18.Cobranding can weaken the partnering brands by diluting their meaning.

True

False

19.Apple partnering with Nike to develop an activity tracking device is an example of which of the following types of cobranding?(Check all that apply)

A. Product cobranding

B. Ingredient branding

C. Certification branding

D. Social cause cobranding