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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

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

2. Microsoft's efforts to __________ software began to reduce the choices available to consumers.

3. Wal-Mart has the power to veto certain CDs or books since that one book or CD is not going to impact its ______________.

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

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

Short Essay Questions

1. How does the company of Viacom benefit from its ownership of Blockbuster and Paramount Pictures?

2. How have some corporations consumed public space as well, according to Klein in this book?

3. What are some of the ways in which entire buildings can be used to help with branding campaigns?

4. As an example, what did the brand name Nike seem to mean to those who bought their products?

5. What is at risk as the media becomes more intertwined with the larger companies who are trying to advertise?

6. How does Barnes and Noble create the concept of a branded store for consumers?

7. What had to happen in businesses when they realized that traditional advertising was not enough?

8. While corporations began to buy their own facilities, what does the common person tend to think of these corporations?

9. The activities of bundling services and items wasn't always the case, as anti-trust laws would have prevented these occurrences. During what era did the anti-trust laws become dismantled?

10. What does the idea of synergy in brand-run corporations mean to the consumer and to the brand?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

Many more people are working at home these days or companies are contracting out work overseas.

Part 1: What are some of the benefits of having employees who do not work in a building?

Part 2: What are some of the downsides of having employees who are not on site?

Part 3: Why do you think the companies are turning away from having all of the employees in one place?

Essay Topic 2

The idea of a brand experience began to be more prevalent in the malls and in other shopping centers.

Part 1: What is meant by the idea of a brand experience?

Part 2: How do you think the brand experience changes the way a customer shops?

Part 3: Why do you think brand experience stores are important to companies? Do you think they should be?

Essay Topic 3

The idea of globalization is a concept which has been used in the process of branding as well, with the introduction of more cultures into the advertising.

Part 1: What is the appeal of making a brand appear to be more diverse than other brands?

Part 2: Do you think that a diverse brand would be more appealing to you than a less diverse branding concept?

Part 3: How do you think the global teen identity has changed over the years? Is it as important now as it was in the 1990s?

(see the answer keys)

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