Question 1

Which of the following is a marketing advantage of strong brands?

Accepted Answer

A)  no vulnerability to marketing crises 
B)  more elastic consumer response to price increases 
C)  guaranteed profits 
D)  additional brand extension opportunities 
E)  more inelastic consumer response to price decreases 
A)  no vulnerability to marketing crises 
B)  more elastic consumer response to price increases 
C)  guaranteed profits 
D)  additional brand extension opportunities 
E)  more inelastic consumer response to price decreases

Question 2

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

Accepted Answer

A) True 
 B)False

Question 3

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

Accepted Answer

A) True 
 B)False

Question 4

When a firm uses an established brand to introduce a new product, it is called a brand ________.

Accepted Answer

A)  harmonization 
B)  valuation 
C)  extension 
D)  positioning 
E)  parity 
A)  harmonization 
B)  valuation 
C)  extension 
D)  positioning 
E)  parity

Question 5

The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Accepted Answer

A)  copyright 
B)  trademark 
C)  slogan 
D)  brand 
E)  logo 
A)  copyright 
B)  trademark 
C)  slogan 
D)  brand 
E)  logo

Question 6

Compare and contrast brand equity and customer equity.

Accepted Answer

The brand equity and customer equity per

Question 7

Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.

Accepted Answer

A)  elements 
B)  value propositions 
C)  perceptions 
D)  images 
E)  extensions 
A)  elements 
B)  value propositions 
C)  perceptions 
D)  images 
E)  extensions

Question 8

With respect to the "six brand building blocks," brand ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Accepted Answer

A)  imagery 
B)  judgment 
C)  resonance 
D)  salience 
E)  performance 
A)  imagery 
B)  judgment 
C)  resonance 
D)  salience 
E)  performance

Question 9

Brand equity is essentially the same as brand valuation.

Accepted Answer

A) True 
 B)False

Question 10

According to BrandAsset® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value.

Accepted Answer

A)  stature 
B)  parity 
C)  strength 
D)  personality 
E)  architecture 
A)  stature 
B)  parity 
C)  strength 
D)  personality 
E)  architecture

Question 11

________, which combines the BrandAsset® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.

Accepted Answer

A)  Brand stature 
B)  A brand's power grid 
C)  Brand presence 
D)  Brand bonding 
E)  Brand strength 
A)  Brand stature 
B)  A brand's power grid 
C)  Brand presence 
D)  Brand bonding 
E)  Brand strength

Question 12

Under the BrandZ model of brand strength, customers who are bonded to the brand believe "nothing else beats it."

Accepted Answer

A) True 
 B)False

Question 13

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Accepted Answer

A)  memorable 
B)  meaningful 
C)  likeable 
D)  transferable 
E)  adaptable 
A)  memorable 
B)  meaningful 
C)  likeable 
D)  transferable 
E)  adaptable

Question 14

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop an intense, active loyalty?

Accepted Answer

A)  salience 
B)  imagery 
C)  feelings 
D)  judgments 
E)  resonance 
A)  salience 
B)  imagery 
C)  feelings 
D)  judgments 
E)  resonance

Question 15

In what ways can brand extensions improve the odds of new-product success?

Accepted Answer

Consumers make inferences and form expec

Question 16

A brand ________ 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.

Accepted Answer

A)  value 
B)  personality 
C)  trait 
D)  character 
E)  contact 
A)  value 
B)  personality 
C)  trait 
D)  character 
E)  contact

Question 17

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.

Accepted Answer

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

Question 18

Intrabrand shifts in a company's sales are always undesirable.

Accepted Answer

A) True 
 B)False

Question 19

Provide an example of brand revitalization. Evaluate its success and note any factors that contributed to or possibly hurt its success.

Accepted Answer

Student responses will vary. E

Question 20

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 "Does this brand offer something better than the others?"

Accepted Answer

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

Exam 11: Creating Brand Equity

Which of the following is a marketing advantage of strong brands?

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

When a firm uses an established brand to introduce a new product, it is called a brand ________.

The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Compare and contrast brand equity and customer equity.

Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.

With respect to the "six brand building blocks," brand ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Brand equity is essentially the same as brand valuation.

According to BrandAsset® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value.

________, which combines the BrandAsset® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.

Under the BrandZ model of brand strength, customers who are bonded to the brand believe "nothing else beats it."

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop an intense, active loyalty?

In what ways can brand extensions improve the odds of new-product success?

A brand ________ 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.

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.

Intrabrand shifts in a company's sales are always undesirable.

Provide an example of brand revitalization. Evaluate its success and note any factors that contributed to or possibly hurt its success.

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 "Does this brand offer something better than the others?"

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 BrandAsset^® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value.

________, which combines the BrandAsset^® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.