Exam 11: Creating Brand Equity

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

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

In its focus on bottom-line financial value, the ________ approach often overlooks the "option value" of brands and their potential to affect future revenues and costs.

An important part of reinforcing brands is providing uniform and unchanging marketing support.

When a marketer expresses his or her vision of what a brand must be and do for consumers, he or she is expressing what is called a brand ________.

Brand differentiation occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

Starbucks introduced ice creams in the same flavors as the Frappuccinos it sold in its coffee shops. This is an example of ________.

Explain the concept of brand knowledge.

According to Millward Brown, how is brand predisposition measured?

Which of the following levels of the BrandDynamics Pyramid pertains to consumer's needs?

Kellogg's uses its corporate brand name with its individual product brands as with Kellogg's rice krispies, Kellogg's raisin bran, and Kellogg's corn flakes. Which branding strategy is being used by the company?

Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.

What is positive customer-based brand equity?

Marketers must judge each potential brand extension by how effectively the brand leverages existing brand equity from the parent brand, as well as how effectively, in turn, it contributes to the parent brand's equity.

Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible.

According to the BrandZ model of brand strength, brand building involves a series of five sequential steps. What are those five sequential steps?

When Honda expanded its brand into such areas as automobiles, snow blowers, and marine engines, it was pursuing a strategy called line extension.

According to BrandAsset^® Valuator (BAV) model, knowledge is one of the key components of brand equity.

BENGAY aspirin, Cracker Jack cereal, Frito-Lay lemonade, and Fruit of the Loom laundry detergent are examples where consumers' ________ dictated that the extensions were inappropriate for the brand.

Brand equity arises from unanimity in consumer response.