Which of the following statements about the branding guidelines for a small business is true?

Which of the following statements about the branding guidelines for a small business is true? 

A) A small business must creatively conduct low-cost marketing research.
B) A small business must avoid leveraging secondary brand associations.
C) A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image.
D) A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.
E) A small business must focus on building more than two strong brands based on a number of associations.


Answer: A

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

A) narrative arc
B) context
C) language
D) setting
E) cast


Answer: C

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

A) language
B) pitch
C) cast
D) setting
E) narrative arc


Answer: E

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

A) cast
B) pitch
C) narrative arc
D) setting
E) language


Answer: D

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to people's memories, associations, and stories.

A) cultural branding
B) narrative branding
C) brand journalism
D) emotional branding
E) personal branding


Answer: B

Which of the following traits of a brand's ability to become a lovemark implies empathy, commitment, and passion?

Which of the following traits of a brand's ability to become a lovemark implies empathy, commitment, and passion?

A) practicality
B) sensuality
C) morality
D) mystery
E) intimacy


Answer: E

Which of the following traits of a brand's ability to become a lovemark keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?

Which of the following traits of a brand's ability to become a lovemark keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?

A) sensuality
B) intimacy
C) mystery
D) practicality
E) sensitivity


Answer: A

Which of the following traits of a brand's ability to become a lovemark relates to drawing together stories, metaphors, dreams, and symbols?

Which of the following traits of a brand's ability to become a lovemark relates to drawing together stories, metaphors, dreams, and symbols? 

A) intimacy
B) mystery
C) insensitivity
D) sensuality
E) practicality


Answer: B

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

A) innovativeness
B) reliability
C) insensitivity
D) resilience
E) accuracy


Answer: A

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

A) innovativeness
B) thoroughness
C) resilience
D) insensitivity
E) reliability


Answer: C

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle time are most likely to be differentiated based on ________.

A) resilience
B) innovativeness
C) insensitivity
D) reliability
E) expertise


Answer: D

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

A) services
B) channel
C) image
D) product
E) employee


Answer: A

A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows. They said that the difference comes from how comfortable they make their cows. Among others, this differentiation could certainly appeal to animal lovers and those moving toward organic products. This is an example of ________.

A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows. They said that the difference comes from how comfortable they make their cows. Among others, this differentiation could certainly appeal to animal lovers and those moving toward organic products. This is an example of ________. 

A) personnel differentiation
B) channel differentiation
C) service differentiation
D) product differentiation
E) image differentiation


Answer: E

Which of the following is an example of services differentiation?

Which of the following is an example of services differentiation?

A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.


Answer: C

Which of the following is an example of image differentiation?

Which of the following is an example of image differentiation?

A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.


Answer: B

Which of the following is an example of channel differentiation?

Which of the following is an example of channel differentiation?

A) Berry's has an intensive training program for its customer-facing employees, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.


Answer: D

Dayton, Ohio--based Iams found success selling premium pet food through regional veterinarians, breeders, and pet stores. This is an example of ________ differentiation.

Dayton, Ohio--based Iams found success selling premium pet food through regional veterinarians, breeders, and pet stores. This is an example of ________ differentiation.

A) service
B) employee
C) image
D) product
E) channel


Answer: E

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

A) service differentiation
B) channel differentiation
C) image differentiation
D) product differentiation
E) employee differentiation


Answer: B

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

A) image
B) services
C) product
D) employee 
E) channel


Answer: D

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Which of the following types of differentiation relates to companies having better-trained personnelwho provide superior customer service?

A) channel differentiation 
B) services differentiation 
C) employee differentiation 
D) image differentiation 
E) product differentiation


Answer: C