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

Multiple Choice Questions

1. According to the book, _________ is something which is becoming less and less of a reality in the world of capitalism.
(a) Peace.
(b) Diversity.
(c) Competition.
(d) Savings.

2. In 1974, the U.S. government began to implement anti-trust laws in order to prevent three major U.S. _________ from producing entertainment shows for their own purposes.
(a) Book publishers.
(b) Television stations.
(c) Newspapers.
(d) Radio stations.

3. Nike has a branded hotel called _________ Lodge in British Columbia in order to give customers a branded experience.
(a) Race.
(b) Shoes.
(c) Roots.
(d) Run.

4. Large __________ have consumed public space so much that their power controls what people see, read, and purchase each day.
(a) Cable channels.
(b) Movie stations.
(c) Corporations.
(d) Publishers.

5. Who was NOT one of the winners according to market research into the growing consumer group, as referenced in #33?
(a) Microsoft.
(b) Apple.
(c) IBM.
(d) The Gap.

6. Markets that respond to the tyranny of size have always had a tendency toward __________.
(a) Buyouts.
(b) Monopoly.
(c) Low prices.
(d) Illegal activities.

7. Who, when faced with less money, allowed these companies to use their brands in order to gain more money for certain events?
(a) Government.
(b) Schools.
(c) Factories.
(d) Businesses.

8. The brand had to infiltrate every corner of life, despite predictions that the brand would _______ as a result.
(a) Become more popular.
(b) Be less unique.
(c) Grow.
(d) Suffer.

9. Nike and _________ were the first to conceive of the idea of co-branding, with much success for both companies.
(a) Reebok.
(b) Hilfiger.
(c) Apple.
(d) Dell.

10. Cultural trends tend to begin in ___________ neighborhoods and then move out to the suburbs.
(a) Middle class.
(b) Rural.
(c) Upper class.
(d) Poor.

11. As the media begins to focus more on global markets, stations try to avoid __________ other governments with critical coverage.
(a) Offending.
(b) Identifying.
(c) Destroying.
(d) Mentioning.

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

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

14. ___________ not only has a number of different spin off channels, but it also offers shops which hold a full scale model of a T. Rex.
(a) Discovery.
(b) Nature.
(c) TLC.
(d) TNT.

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

Short Answer Questions

1. Klein's parents thought of ___________ as a racket since once you get one, then you need all of the accessories to play with it.

2. What is the branded town as build by Disney in Florida, whose aim is to create an entirely branded experience?

3. "Branding in its truest and most advanced incarnations is about corporate _______________."

4. Brand names became synonymous with the idea of corporate __________, and agencies began to focus on the brand rather than the product.

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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