Question

Fill in the blanks

- Brand .......... is an important part of the ongoing management of a brand

- Brands are powerful. They have status and value. Interestingly though brands are really nothing but .......

- Companies will often partner with film makers, musicians and artists to create brand context. This is an example of ..............

- In most ............... situations, one company licenses another company's well-known brand to use in combination with its own.

True or False

- When a company introduces a new brand name in the product category, it is called line extension.

- A brand name should translate easily into foreign languages.

- Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything

- Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.

- Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefits and softer skin. This is known as producr attributes in brand positioning.

Answer 1

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Question;

Answer:

Brand ......ongoing maintenance and control.......... is an important part of the ongoing management of a brand.

The most important part of brand management is ongoing maintenance and control. Proper brand management involves making sure that each promotional piece, touch point and every usage of your name, logo and message supports your organization and goals by reinforcing your brand in the way you intended.

Brands are powerful. They have status and value. Interestingly though brands are really nothing but.....an entity....

A brand is an entity like the logo, symbol or name used by the companies, to make their products identifiable among other products in the marketplace.

Companies will often partner with film makers, musicians and artists to create brand context. This is an example of ...Brand sponsorship...........

Brand sponsorship is a marketing strategy in which a brand is supporting an event, activity, person or organization. Everywhere we go we can witness sponsorship investments: music festival, football games, beneficial events and so on.

When a company introduces a new brand name in the product category, it is called line extension.- FALSE

Line extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.

A brand name should translate easily into foreign languages.- TRUE

When it comes to translating brand names, different countries interpret brand names differently and hence will translate them differently. Most countries will try to localize the brand name. This is why when trusting the translation of a brand name to a translation agency, you need to make sure it understands and uses the right translated brand name in the local language.Sometimes, when a brand name is translated into a target language, the translation may be offensive to some people. is thus the responsibility of the company and its product managers to debate and come up with a name that won’t sound offensive when translated. For example, Chevrolet had to change the name of its Chevy Nova because “No va” in Spanish means “it doesn’t work”.

Co-branding is a form of product sponsorship that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.- FALSE

Co-branding is a marketing strategy that utilizes multiple brand names on a good or service as part of a strategic alliance. Also known as a brand partnership, co-branding (or "cobranding") encompasses several different types of branding collaborations, typically involving the brands of at least two companies. Each brand in such a strategic alliance contributes its own identity to create a melded brand with the help of unique logos, brand identifiers, and color schemes.

Product sponsors can assist your event or organization by providing products free-of-charge, normally in exchange for advertising their services and marketing goods to the individuals present.It's often helpful to examine previous similar events, to determine which companies actively sponsor comparable projects.

Attributes are the least desirable level for brand positioning because competitors can easily copy attributes and customers are more interested in what attributes will do for them than in the attributes themselves.- FALSE

The simple definition of “attributes” is: a quality or feature regarded as a characteristic or inherent part of someone or something. So brand attributes are characteristics that the audience sees as an inherent part of a brand. Brand Attributes portray a company’s brand characteristics. They signify the basic nature of brand. Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand. Attributes are developed through images, actions, or presumptions. Brand attributes help in creating brand identity.

Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefits and softer skin. This is known as producer attributes in brand positioning.- TRUE

In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for their product, brand, or organization. Brand position­ing is at the heart of marketing strategy.

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