Question 1

List the six criteria used in creating brand elements.

Accepted Answer

The six criteria are:
1. memorable
2. meaningful
3. likable
4. transferable
5. adaptable
6. protectable

Question 2

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

Accepted Answer

A) True 
 B)False  False

Question 3

According to Young and Rubicam's BrandAsset® Valuator, a brand's ________ measures how well the brand is regarded and respected.

Accepted Answer

A)  differentiation 
B)  energy 
C)  relevance 
D)  esteem 
E)  knowledge 
A)  differentiation 
B)  energy 
C)  relevance 
D)  esteem 
E)  knowledge D

Question 4

What is a licensed product? Why have corporations seized on licensing?

Accepted Answer

A licensed product is one whose brand na

Question 5

How does the American Marketing Association (AMA) define the term brand?

Accepted Answer

A brand, according to the AMA, is "a nam

Question 6

Customer equity is synonymous with brand equity.

Accepted Answer

A) True 
 B)False

Question 7

The challenge for marketers in building a strong brand is ________.

Accepted Answer

A)  ensuring that customers have the right type of experiences with their products and marketing programs to create the desired brand knowledge 
B)  pricing the product at a point that maximizes sales volume 
C)  minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience 
D)  minimizing the impact of customer brand equity 
E)  avoiding the usage of an established brand to introduce a new product in the market 
A)  ensuring that customers have the right type of experiences with their products and marketing programs to create the desired brand knowledge 
B)  pricing the product at a point that maximizes sales volume 
C)  minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience 
D)  minimizing the impact of customer brand equity 
E)  avoiding the usage of an established brand to introduce a new product in the market

Question 8

Modifying a brand to suit group-level or individual needs is called staking.

Accepted Answer

A) True 
 B)False

Question 9

With respect to the "six brand building blocks," brand ________ are customers' emotional responses and reactions with respect to the brand.

Accepted Answer

A)  imagery statements 
B)  judgments 
C)  performances 
D)  feelings 
E)  resonances 
A)  imagery statements 
B)  judgments 
C)  performances 
D)  feelings 
E)  resonances

Question 10

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Accepted Answer

A) True 
 B)False

Question 11

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Can this brand deliver?"

Accepted Answer

A)  performance 
B)  bonding 
C)  advantage 
D)  relevance 
E)  presence 
A)  performance 
B)  bonding 
C)  advantage 
D)  relevance 
E)  presence

Question 12

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

Accepted Answer

A)  the product and all accompanying marketing activities and supporting marketing programs 
B)  the service and all accompanying marketing activities and programs 
C)  the initial choices for the brand elements or identities making up the brand 
D)  associations indirectly transferred to the brand by linking it to some other entity 
E)  the profitability associated with brand development 
A)  the product and all accompanying marketing activities and supporting marketing programs 
B)  the service and all accompanying marketing activities and programs 
C)  the initial choices for the brand elements or identities making up the brand 
D)  associations indirectly transferred to the brand by linking it to some other entity 
E)  the profitability associated with brand development

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

How does consumer knowledge play a role in the success of new products associated with existing brands?

Accepted Answer

Brand knowledge created by marketing inv

Question 15

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand.

Accepted Answer

A) True 
 B)False

Question 16

________ branding consists of activities and processes that help inform and inspire employees about brands.

Accepted Answer

A)  Internal 
B)  Personal 
C)  Individual 
D)  External 
E)  Co- 
A)  Internal 
B)  Personal 
C)  Individual 
D)  External 
E)  Co-

Question 17

According to the BrandAsset® Valuator model, strong new brands show ________.

Accepted Answer

A)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still 
B)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still 
C)  high knowledge - evidence of past performance - a lower level of esteem, and even lower relevance, energy, and differentiation 
D)  high levels on energy, differentiation, relevance, knowledge, and esteem 
E)  low levels on energy, differentiation, relevance, knowledge, and esteem 
A)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still 
B)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still 
C)  high knowledge - evidence of past performance - a lower level of esteem, and even lower relevance, energy, and differentiation 
D)  high levels on energy, differentiation, relevance, knowledge, and esteem 
E)  low levels on energy, differentiation, relevance, knowledge, and esteem

Question 18

The ________ determines the marketing program's ability to affect the customer mindset and is a function of the quality of the program investment.

Accepted Answer

A)  customer multiplier 
B)  market multiplier 
C)  shareholder value 
D)  program multiplier 
E)  price elasticity 
A)  customer multiplier 
B)  market multiplier 
C)  shareholder value 
D)  program multiplier 
E)  price elasticity

Question 19

Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing multiple brands in a category.

Accepted Answer

A) True 
 B)False

Question 20

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

Accepted Answer

A) True 
 B)False

Exam 11: Creating Brand Equity

List the six criteria used in creating brand elements.

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

According to Young and Rubicam's BrandAsset® Valuator, a brand's ________ measures how well the brand is regarded and respected.

What is a licensed product? Why have corporations seized on licensing?

How does the American Marketing Association (AMA) define the term brand?

Customer equity is synonymous with brand equity.

The challenge for marketers in building a strong brand is ________.

Modifying a brand to suit group-level or individual needs is called staking.

With respect to the "six brand building blocks," brand ________ are customers' emotional responses and reactions with respect to the brand.

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Can this brand deliver?"

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

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

How does consumer knowledge play a role in the success of new products associated with existing brands?

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand.

________ branding consists of activities and processes that help inform and inspire employees about brands.

According to the BrandAsset® Valuator model, strong new brands show ________.

The ________ determines the marketing program's ability to affect the customer mindset and is a function of the quality of the program investment.

Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing multiple brands in a category.

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

Filters

According to Young and Rubicam's BrandAsset^® Valuator, a brand's ________ measures how well the brand is regarded and respected.

According to the BrandAsset^® Valuator model, strong new brands show ________.