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This quiz consists of 5 multiple choice and 5 short answer questions through Chapters 1-5.

Multiple Choice Questions

1. When the hip hop trend began to move out of the black neighborhoods, companies started to create __________.
(a) Superbrands.
(b) Fake markets.
(c) New brands.
(d) New styles.

2. Co-branding is seen as a win-win situation since the product and the _________ are both promoted at the same time.
(a) Activism.
(b) Message.
(c) Melody.
(d) Celebrity.

3. As multiple ___________ began to produce the same products, however, the idea of brand names came into being.
(a) Machines.
(b) Books.
(c) Invoices.
(d) Companies.

4. "Branding in its truest and most advanced incarnations is about corporate _______________."
(a) Transcendence.
(b) Belligerence.
(c) Understanding.
(d) Organization.

5. Cool _________ are stalkers of youth culture who trail teens, hang out with them, learn their language, and then recommend products.
(a) Beans.
(b) Stalkers.
(c) Folks.
(d) Hunters.

Short Answer Questions

1. As a result of branding, _________ is not a shoe or a piece of clothing, but a lifestyle of sports and fitness according to the company.

2. Since they wanted to remain cool, many of the __________ also began to follow along with market brand trends.

3. Large corporations give money to movie makers in order to get their products prominently featured in __________.

4. Nike and _________ were the first to conceive of the idea of co-branding, with much success for both companies.

5. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?

(see the answer key)

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