Global Branding and Product Strategies

Brand equity can also be thought of as an asset representing a company's value.

Brand equity represents the cumulative added value of a product or service.

A company that has developed a successful brand has a valuable asset. (FALSE)

A global brand begins with the foundation of value. (T) According to the top (F)

A global product meets the wants of consumers in Japan, Western Europe, and the United States.

After four years of product development, Procter & Gamble achieved continuous innovation.

Alfred Zeien, former chairman of Gillette, emphasized the importance of Esteem in brand building.

An express warranty is a written guarantee that assures the buyer that he or she is getting what he or she has paid for. (TRUE)

An express warranty is a written guarantee that assures the buyer: that he or she is getting what he or she has paid for.

Around the world, various brands of personal computers utilize co-branding.

As outlined by branding expert Kevin Keller, strong brands may have more vulnerability to marketing actions.

Before Ben & Jerry's launched their ice cream in the United Kingdom, they considered a product extension-communications adaptation strategy.

Before executives at Ben & Jerry's launched their ice cream in the United Kingdom, they had to determine whether or not to adapt the product's formulation. (F) Brand equity is an example of a tangible asset. (F)

British entrepreneur Richard Branson has built a global empire by relying on brand extension.

By definition, a discontinuous innovation requires a significant change in consumer behavior.

Campbell's has been marketing soup in Japan using a product-communication adaptation strategy.

China and India take great pride in their heritage and culture. (T) Coca-Cola's latest packaging does not vary by country. (F)

Coca-Cola's distinctive contour bottle is a global brand icon, but the packaging strategies can vary by country and region.

Colgate's Total is a new toothpaste representing product innovation.

Comparing the traditional formulation of Maslow's hierarchy with the Asian version, the lowest 2 levels of the hierarchy are the same in the traditional and Asian versions.

Dry soup mixes that have long been popular in Europe are an example of product extension-communications adaptation.

Due to the European Commission's regulation, Nutella cannot be called chocolate in some European countries. (TRUE)

An example of a "brand symbol" includes all of the following except the date of manufacture on Coca-Cola cans.

Generally speaking, which of the following product categories represents the best potential for extension without adaptation? Industrial products

Generally speaking, which of the following statements is true? Both tangible and intangible product attributes are important.

Global brand is synonymous with global product. (FALSE)

Global marketers sometimes encounter situations where they need to adapt their branding strategies. The red Marlboro color had to be changed in some Asian countries.

Guidelines can assist global marketers to make a process template for international consumers.

Hindustan Lever recently developed a hard candy that can withstand India's heat and humidity, an example of product invention.

If Indians start consuming power like the Americans, the world's natural resources will be depleted very quickly. (TRUE)

In Chinese markets, Nike had a commercial that featured LeBron James defeating a Kung Fu master, which did not resonate well due to ingrained Chinese values which respect authority.

In countries like India and Vietnam, scooters are very popular. (TRUE) In Hellmut Schutte's modified hierarchy of needs, the self-actualization need is at the bottom. (FALSE)

In the summer of 2006, it was announced that Chrysler would be sold to DaimlerChrysler.

Intangible product attributes include the product's perceived image and its symbolic meaning. (TRUE)

Intel Inside campaign promoting both Intel and PC manufacturers is an example of co-branding.

Many American car buyers perceived Korean cars as cheap.

Many consumers consider products with strong brands to be of higher quality than those with weak brands. (T) Marketers in Gillette's Parker Pen unit planned to introduce the new Duofold line in China at a price of $400. (T)

Maslow's hierarchy demonstrates how basic human needs can drive the development of global products.

Microsoft's Windows 7 operating system is an example of a product that can be sold worldwide with little or no adaptation. (TRUE)

Motorola's failed Iridium project, which aimed to provide global satellite phone service, is an example of a dynamically continuous innovation.

Nestlé asked suppliers to find a type of glue to affix labels to glass jars that would withstand high humidity in parts of Asia. (TRUE)