Sports Marketing Ch5 Part I Question Preview (ID: 24579)


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A brand is a name, term, design, symbol or any other feature that identifies a seller's good or service.
a) true
b) false
c)
d)

Brand promises can be implicit or explicit.
a) true
b) false
c)
d)

Current thought in marketing shows a shift from focusing on single transactions to developing relationships with customers.
a) true
b) false
c)
d)

In choosing a brand name, contrast is desirable, but sometimes it is not achieved, such as the case with all of the teams that use Cardinals as part of their name.
a) true
b) false
c)
d)

For sports teams, another consideration for creating a logo is if a mascot can be created that will fit well with the logo.
a) true
b) false
c)
d)

For brand makeover to be successful, it requires a change in the logo, name, and brand identity marks.
a) false
b) true
c)
d)

Relocating a sports property to another location creates a unique problem for sports not present with other brands.
a) true
b) false
c)
d)

A brand does not have financial value for an organization since it is an intangible that cannot be inventoried.
a) false
b) true
c)
d)

One of the payoffs of building brand equity is growth opportunities in the form of adding new products that share a connection with the core brand.
a) true
b) false
c)
d)

Product extensions outside the core product category typically pose lower risks of failure because the new product taps into the brand's strength, such as popularity or high perceived quality.
a) true
b) false
c)
d)

Licensing is a legal agreement in which a brand owner (licensor) grants use of its brand name or marks to another company (licensee).
a) true
b) false
c)
d)

For sports properties, a brand makeover may be necessary when perceptions of poor performance or quality exist.
a) true
b) false
c)
d)

Corporate social responsibility is a commitment to improve community well-being through discretionary business practices and contributions of corporate resources.
a) true
b) false
c)
d)

For sports brands, a name ideally possesses the following characteristics except
a) trendiness
b) recognizability
c) fit
d) contrast

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