1- If adidas were to conduct a survey to find out what percentage of consumers could identify the “three stripe” logo as belonging to the adidas brand, which aspect of brand equity would they be measuring?
a) Perceived value
B) Brand value
C) Brand loyalty
D) Brand ownership
E) Brand awareness
2 -When adidas makes endorsement deals with athletes and other celebrities, the company wants to make sure that the endorser’s personality fits the brand’s desired image. In other words, adidas wants to ensure that the endorser creates the right type of brand _______.
a) loyalty
b) ownership
c) associations
d) extensions
e) awareness
3- Originally, all adidas products were marketed under the adidas brand name. This is an example of what brand-naming strategy?
a) Private label brand
b) Individual brand
c) Family brand
d) Store brand
e) Diluted brand
4- Why did adidas introduce several sub-brands, including “Performance” and “Neo”?
a) To escape bad publicity
b) To serve different target markets
c) The brand had gotten too large
d) To reduce branding expenses
e) To expand into other countries
5- Suppose that adidas collaborated with the NFL to create a series of sports shoes and apparel incorporating the colors and logos of the various NFL teams, and bearing both the adidas and NFL brands. This would be an example of what branding tactic?
a) Brand licensing
b) Brand association
c) Co-branding
d) Brand repositioning
e) Private label branding