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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. ________ culture began in the ghettos, but then incorporated Nike and Hilfiger into the social climate over time.
(a) Hip hop.
(b) Urban.
(c) Jazz.
(d) Prep.

2. The goal of branding was to establish a/an _____________ connection between the customer and the product.
(a) Electric.
(b) Emotional.
(c) Loyal.
(d) Money.

3. Klein compares the experience within a superstore as something that is a one- to two-hour __________.
(a) Play.
(b) Movie.
(c) Book.
(d) Birthday.

4. The goal of branded stores is to offer an experience with ever more _________ to help entice people to come back.
(a) Draws.
(b) Money.
(c) Choices.
(d) Free samples.

5. Synergy's efficiency is not measured by the success of any one product, but on how well any one of the products _______ through the channels.
(a) Travels.
(b) Sings.
(c) Sinks.
(d) Floats.

6. A larger company will help a school out so long as their __________ and products are prominently displayed in the school.
(a) Logo.
(b) Funding.
(c) Board of directors.
(d) Competition.

7. ___________ is about hawking a product, according to some in the industry.
(a) Commercializing.
(b) Profiting.
(c) Advertising.
(d) Selling.

8. The fiercest battles are not between the products, but they are between the branded _________ that are constantly redrawing the borders.
(a) Movies.
(b) Words.
(c) Mergers.
(d) Camps.

9. Once hotels, villages, restaurants, and entire towns are included in a corporation's plans, it can cause a branded __________.
(a) Prison.
(b) Loop.
(c) Company.
(d) Name.

10. Klein's parents thought of ___________ as a racket since once you get one, then you need all of the accessories to play with it.
(a) Computers.
(b) Barbie.
(c) Army guys.
(d) Board games.

11. The introduction of ____________ helps to create synergy, but also drives out smaller stores who cannot compete.
(a) Price cutting.
(b) Malls.
(c) Superstores.
(d) The Internet.

12. In order to stop the spread of the idea that companies were trying to infiltrate the culture, they began to produce _______ items, touting the coolness of uncool items from the years before.
(a) Heavy.
(b) New.
(c) Retro.
(d) Shiny.

13. Sponsorships and strategically placed __________ helped to create a customer brand experience which could continue to promote the brand.
(a) Free samples.
(b) Advertisements.
(c) Shops.
(d) Products.

14. The corporations pay the African American teens to wear certain items in order to become walking ___________ for the products.
(a) Sandwich boards.
(b) Arguments.
(c) Infomercials.
(d) Commercials.

15. Who did the business leaders of the 1990s begin to realize was the next new consumer group they needed to target?
(a) Teenagers.
(b) Baby boomers.
(c) Older folks.
(d) Young adults.

Short Answer Questions

1. __________ bought block stocks in Hasbro and Galoob before he sold the toy companies the licensing rights to the new Star Wars films.

2. During the 1990s, the consumer became more _________ conscious than brand conscious due to the recession taking place.

3. Nike has a branded hotel called _________ Lodge in British Columbia in order to give customers a branded experience.

4. Street _________ abound in the black neighborhoods as they know that the trends there will be cool in two to three years.

5. Which sorts of laws were largely dismantled by the Reagan administration, which led to much of the branding activities?

(see the answer keys)

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