The McDonald’s Arch

Choose the BEST answer.
Which choice below is an example of brand as a promise?
The McDonald’s Arch on the side of the highway
Patricia’s memory of the speed and ease of ordering books through Amazon that prompts her to use Amazon again in the future
FedEx’s promise to deliver packages overnight, safely, and with a professional driver delivering it to your door.
Choose ALL that apply.
On TV a commercial plays from Progressive insurance. Their spokeswoman, Flo, is extolling the benefits of the Name Your PriceⓇ tool. She describes how easy it is for anyone to compare insurance prices using their tool. In addition, Progressive offers discounts, and Flo delivers this message to the audience using a fun, quirky humorous tone. Select all of the following brand level influencers from this example:
distinctive personality, brand, and/or company values
unique company hiring policies, production equipment
specific product features, cultural elements of a company
Choose the BEST answer.
Under Armour wants to assess its brand equity more effectively and asks its marketing team to convince upper management why it is important to spend the money on measuring it. Which reason is the most convincing that the team should use?
Brand equity is strategically important and correlates directly to Under Armour’s profitability.
Brand equity is easy to measure and can be accomplished with a few quantitative measures.
Brand equity can be measured by universally accepted means of measurement.
Choose ALL that apply.
Denny’s restaurant needs to assess its brand strength in the marketplace. Select all choices Denny’s should include in its assessment.
market share and price premium
familiarity of customers with Denny’s (brand awareness)
actual brand quality, the quality of Denny’s products and services
Choose the BEST answer.
Colgate decided it would sell frozen meals under its brand name. It identified a target market, health-conscious single people who read magazines and listened to the radio in their car. Colgate projected that these potential customers would choose its frozen meals over a competitor like Healthy Choice. Colgate rolled out its meals and failed almost immediately. In consumers’ minds Colgate stood for toothpaste. No one wanted to eat meals they associated with toothpaste. Colgate failed in large part because it misunderstood which branding aspect?
consistency of brand matters to consumers
brand messaging is flexible
core values should drive all decisions
Choose the BEST answer.
Colgate decided it would sell frozen meals under its brand name. It identified a target market, health-conscious single people who read magazines and listened to the radio in their car. Colgate projected that these potential customers would choose its frozen meals over a competitor like Healthy Choice. Colgate rolled out its meals and failed almost immediately. In consumers’ minds Colgate stood for toothpaste. No one wanted to eat meals they associated with toothpaste. Colgate failed in large part because it misunderstood which branding aspect?
consistency of brand matters to consumers
brand messaging is flexible
core values should drive all decisions
Choose the BEST answer.
Disney positions its brand as “a magical world where your dreams come true.” In its brand positioning, what goal does Disney achieve?
creates a continually changing message to match the general market trends
highlights its differentiating qualities, why it is superior to its competitors and what that means to its target customers
specifically identifies the product and services it offers
Choose the BEST answer.
A business consulting firm defined its company personality as knowledgeable team-players, who are practical and theoretical. It then began brainstorming many new brand names ideas to sort through later once they have completed all of the steps to develop a brand new name. Which step did the firm forget to take before moving on to screening out problematic names?
It didn’t check the competitive landscape.
It didn’t customer-test some of the names.
It didn’t check the available domain names.
Choose the BEST answer.
A baking company name branded its new cake product “Nutty Cakes.” The name became popular, but a competitor was able to call their cakes “Nutty Cakes” too. When the original baking company began losing customers it discovered the other competitors’ cake name was the same. It could not demand the competitor stop using their branded name because they initially forgot to take which step in the new brand name development process?
customer-test the new brand name
get a trademark for the new brand name
register the various internet domains for the new brand name
Thelma’s Treats of Des Moines, Iowa, created a unique package to market its fresh cookies. What does its packaging achieve in the way of brand positioning in the customer’s mind?
creates an association of Thelma’s with cardboard boxes
creates an association with Thelma’s products and ovens
creates a distinct connection of Thelma’s brand with the qualities of home-cooked freshness
Apple uses easy-to-open, clean-lined, well-designed packaging for all of its products. It is one of the distinguishing marks of its branding. By designing and creating such distinctive and pleasing packaging, what does Apple inspire in its customers?
product prioritization
consumer safety
brand loyalty
Choose the BEST answer.
The legal owner of a brand is:
generally the entity or person who legally filed the registration forms
an organization’s employees and management
the consumers and customers of the brand
Kellogg’s begins to strategize a marketing campaign for its newly acquired Gardenburger product line. Before getting too far into the process of building its brand, what needs to be used as a measuring stick for its potential new campaign?
Competitive Analysis
Budgetary Parameters
Brand Ownership Understanding

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