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Exam 9: Creating Brand Equity

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Question 31

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The strategic brand management process involves several steps. Which of the following must take place first?

A) identifying and establishing brand positioning
B) growing and sustaining brand value
C) measuring and interpreting brand performance
D) planning and implementing brand marketing
E) measuring consumer brand knowledge

F) C) and E)
G) A) and B)

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Question 32

Multiple Choice

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Considering holistic marketing activities, the rapid expansion of ________ has created opportunities to personalize marketing.

A) CD technology
B) standardization
C) the Internet
D) target marketing
E) globalization

F) A) and E)
G) C) and D)

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Question 33

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The brand must always be moving forward with new and compelling offerings and ways to market them.

Consumers may evaluate identical products differently depending on how they are branded.

A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.

In essence, brand equity is basically the same concept as brand valuation.

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service.

The traditional "marketing-mix" concept and the notion of the "4 Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Brand resonance is associated with how a brand name sounds when said by spokespersons or consumers.

Three general strategies can be used in branding. Which of the following strategies is the one used by Kellogg's when it follows a sub-branding policy with Kellogg's Rice Krispies, Kellogg's Raisin Bran, and Kellogg's Corn Flakes?

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Six brand elements assist in brand building. Which of the following relates to how easily the brand can be recalled and recognized?

The appliance manufacturer, Haier, is doing its part to subvert China's old reputation for producing low-cost but shoddy products. Haier's eco-friendly line of technology-rich appliances is helping them to develop brand

Brand names are not only important brand element. Often, ________, the more important it is that brand elements capture the brand's intangible characteristics.

Which of the following "six brand building blocks" refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are in sync with the brand?

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

________ are a means of understanding where, how much, and in what ways brand value is being created, to facilitate day-to-day decision making.

"_______ marketing" may be a more appropriate concept than permission marketing, because marketers and consumers need to work together to find out how the firm can best satisfy consumers.

According to Scott Bedbury's book, A New Brand World, which of the following important principles for twenty-first century branding is true even down to the washroom?