Question 1

Competitive superiority and channel support are factors that influence the ________ multiplier of the brand value chain.

Accepted Answer

A)  program 
B)  customer 
C)  brand 
D)  profit 
E)  market 
A)  program 
B)  customer 
C)  brand 
D)  profit 
E)  market

Question 2

Spending on product research, development, and design constitutes investment in the brand value development process.

Accepted Answer

A) True 
 B)False

Question 3

Describe the three ingredients of customer-based brand equity.

Accepted Answer

The three key ingredients of customer-ba

Question 4

When Interbrand uses competitive benchmarking and a structured evaluation of the brand's clarity, commitment, protection, responsiveness, relevance, differentiation, consistency, presence, and understanding to determine the likelihood the brand will realize forecasted Brand Earnings, it is calculating Brand Value.

Accepted Answer

A) True 
 B)False

Question 5

Identify and describe three things that affect customer lifetime value.

Accepted Answer

Customer lifetime value is affected by r

Question 6

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset® Valuator.

Accepted Answer

A)  energized differentiation 
B)  esteem 
C)  relevance 
D)  knowledge 
E)  strength 
A)  energized differentiation 
B)  esteem 
C)  relevance 
D)  knowledge 
E)  strength

Question 7

Define brand equity.

Accepted Answer

Brand equity is the added value endowed

Question 8

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. Since 1992, his designs have incorporated the shiny, red-lacquered soles that have become his signature. These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands. In accordance with the BrandAsset® Valuator model, which of the following components of brand equity has Louboutin fulfilled in this scenario?

Accepted Answer

A)  energized differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  advantage 
A)  energized differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  advantage

Question 9

In Hershey Kisses candy, Hershey would be considered a branded variant.

Accepted Answer

A) True 
 B)False

Question 10

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ multiplier of the brand value chain.

Accepted Answer

A)  program 
B)  brand 
C)  market 
D)  customer 
E)  profit 
A)  program 
B)  brand 
C)  market 
D)  customer 
E)  profit

Question 11

United Technologies is a good example of a house of brands strategy because it uses individual or separate family brand names including Otis elevators, Carrier heaters and air conditioners, Hamilton Sundstrand aerospace and industrial, and Sikorsky helicopters.

Accepted Answer

A) True 
 B)False

Question 12

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message "Nothing else beats this brand"?

Accepted Answer

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

Question 13

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

Accepted Answer

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

Question 14

According to the BrandZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Accepted Answer

A) True 
 B)False

Question 15

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

Accepted Answer

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

Question 16

According to BrandAsset® Valuator model, leadership brands show ________.

Accepted Answer

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

Question 17

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. The brand caters to an elite clientele whose satisfaction with the brand has always been evident. Apart from being high-end, Louboutin footwear signifies power in elite social circles. Celebrities are often seen sporting "Loubs" at special occasions, such as movie premieres. This has resulted in people associating Louboutin footwear with class and power. In accordance with the BrandAsset® Valuator model, which of the following components of brand equity has Louboutin fulfilled in this scenario?

Accepted Answer

A)  knowledge 
B)  energized differentiation 
C)  esteem 
D)  advantage 
E)  presence 
A)  knowledge 
B)  energized differentiation 
C)  esteem 
D)  advantage 
E)  presence

Question 18

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.

Accepted Answer

A) True 
 B)False

Question 19

With respect to the "six brand building blocks," brand ________ focuses on customers' own personal opinions and evaluations.

Accepted Answer

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

Question 20

According to the BrandAsset® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

Accepted Answer

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

Competitive superiority and channel support are factors that influence the ________ multiplier of the brand value chain.

Spending on product research, development, and design constitutes investment in the brand value development process.

Describe the three ingredients of customer-based brand equity.

Identify and describe three things that affect customer lifetime value.

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset^® Valuator.

Define brand equity.

In Hershey Kisses candy, Hershey would be considered a branded variant.

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ multiplier of the brand value chain.

United Technologies is a good example of a house of brands strategy because it uses individual or separate family brand names including Otis elevators, Carrier heaters and air conditioners, Hamilton Sundstrand aerospace and industrial, and Sikorsky helicopters.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message "Nothing else beats this brand"?

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

According to the BrandZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

According to BrandAsset^® Valuator model, leadership brands show ________.

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.

With respect to the "six brand building blocks," brand ________ focuses on customers' own personal opinions and evaluations.

According to the BrandAsset^® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

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

Exam 11: Creating Brand Equity

Competitive superiority and channel support are factors that influence the ________ multiplier of the brand value chain.

Spending on product research, development, and design constitutes investment in the brand value development process.

Describe the three ingredients of customer-based brand equity.

Identify and describe three things that affect customer lifetime value.

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset® Valuator.

Define brand equity.

In Hershey Kisses candy, Hershey would be considered a branded variant.

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ multiplier of the brand value chain.

United Technologies is a good example of a house of brands strategy because it uses individual or separate family brand names including Otis elevators, Carrier heaters and air conditioners, Hamilton Sundstrand aerospace and industrial, and Sikorsky helicopters.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message "Nothing else beats this brand"?

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

According to the BrandZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

According to BrandAsset® Valuator model, leadership brands show ________.

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.

With respect to the "six brand building blocks," brand ________ focuses on customers' own personal opinions and evaluations.

According to the BrandAsset® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

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

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset^® Valuator.

According to BrandAsset^® Valuator model, leadership brands show ________.

According to the BrandAsset^® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?