Exam 11: Creating Brand Equity

Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?

The most effective advertising strategy for an extension emphasizes the parent brand.

________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.

The introduction of Diet Coke by the Coca-Cola Company is an example of ________.

Brand equity has four components - energized differentiation, relevance, esteem, and knowledge. How are these components combined to produce brand strength and brand stature?

Assume you are a marketing manager and want to adopt strategic brand management. List the four main steps that you would most likely go through to accomplish this task.

With respect to the "six brand building blocks," brand ________ describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it.

Distinguish between brand equity and brand valuation.

Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?

Brands are built only by advertising.

The hallmark of an optimal brand portfolio is ________.

A brand ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Brand ________ is the job of estimating the total financial worth of the brand.

Nichepro Technologies, who were mainly into producing personal computers and laptops, have now decided to produce Nichepro health care products. Explain the branding strategy advocated by the company.

With respect to the "six brand building blocks," brand ________ signifies how well the product or service meets customers' functional needs.

With respect to the brand building pyramid, the branding objective of developing deep, broad brand awareness corresponds to which of the following "building block levels"?

As a branding manager, you have recommended to your board of directors a corporate policy of umbrella branding. What are the advantages that your company might gain from this?

The role of a relatively high-priced brand in a portfolio is often to attract customers to the brand franchise or to "build traffic."

If a consumer who is trying to decide between alternatives believes that a particular brand delivers acceptable product performance and can be shortlisted, she is in the ________ level of the BrandDynamics Pyramid.

Cash cows, or fighter brands, include products like Busch Bavarian and Intel Celeron, which are positioned with respect to the competitors' brands so that more important and profitable flagship brands can retain their desired positioning.