Question 1

A brand ________ is a specialized group of consumers and employees whose identification and activities focus around the brand.

Accepted Answer

A)  community 
B)  channel 
C)  association 
D)  personality 
E)  cluster 
A)  community 
B)  channel 
C)  association 
D)  personality 
E)  cluster

Question 2

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good resulting in positive brand contact. Mark is most likely experiencing brand ________.

Accepted Answer

A)  alliance 
B)  essence 
C)  harmonization 
D)  parity 
E)  bonding 
A)  alliance 
B)  essence 
C)  harmonization 
D)  parity 
E)  bonding

Question 3

________ brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Accepted Answer

A)  Mission-driven 
B)  Customer-based 
C)  Product-driven 
D)  Service-driven 
E)  Function-based 
A)  Mission-driven 
B)  Customer-based 
C)  Product-driven 
D)  Service-driven 
E)  Function-based

Question 4

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 me something?"

Accepted Answer

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

Question 5

As a brand manager you would like to have your brand (brand name) be protectable. Explain what you mean by "protectable" and give an illustration.

Accepted Answer

As a brand manager you would need to con

Question 6

To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Accepted Answer

A) True 
 B)False

Question 7

Identify and describe the four value stages of the brand value chain.

Accepted Answer

The brand value creation process begins

Question 8

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" to help consumers grasp what the brand is and what makes it special.

Accepted Answer

A)  the tangibility of a product 
B)  a product's shape 
C)  a slogan 
D)  a patent 
E)  a copyright 
A)  the tangibility of a product 
B)  a product's shape 
C)  a slogan 
D)  a patent 
E)  a copyright

Question 9

Describe the function of brand-tracking studies.

Accepted Answer

To understand how the sources and outcom

Question 10

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Accepted Answer

A)  blanket family name 
B)  licensing 
C)  separate family brand name 
D)  category extension 
E)  brand revitalization 
A)  blanket family name 
B)  licensing 
C)  separate family brand name 
D)  category extension 
E)  brand revitalization

Question 11

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called BrandAsset® Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

Accepted Answer

The BAV model is based on research of al

Question 12

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

Accepted Answer

A) True 
 B)False

Question 13

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Accepted Answer

A)  Personalized marketing 
B)  Mass customization 
C)  Globalized marketing 
D)  Relationship marketing 
E)  Integrated marketing 
A)  Personalized marketing 
B)  Mass customization 
C)  Globalized marketing 
D)  Relationship marketing 
E)  Integrated marketing

Question 14

Brand salience 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) True 
 B)False

Question 15

Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings - in effect ________ the parent brand.

Accepted Answer

A)  diluting 
B)  cannibalizing 
C)  reinforcing 
D)  eroding 
E)  revamping 
A)  diluting 
B)  cannibalizing 
C)  reinforcing 
D)  eroding 
E)  revamping

Question 16

Branding is ________.

Accepted Answer

A)  all about creating unanimity between products 
B)  the process of performing market research and selling products or services to customers 
C)  endowing products and services with the power of a brand 
D)  the process of comparing competing brands available in the market 
E)  use of online interactive media to promote products and brands 
A)  all about creating unanimity between products 
B)  the process of performing market research and selling products or services to customers 
C)  endowing products and services with the power of a brand 
D)  the process of comparing competing brands available in the market 
E)  use of online interactive media to promote products and brands

Question 17

Identify the four pillars of brand equity, according to BrandAsset® Valuator model.

Accepted Answer

A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience 
A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience

Question 18

When a parent brand covers a new product within a product category it currently serves, it is called a line extension.

Accepted Answer

A) True 
 B)False

Question 19

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions from its various line extensions. It can be said that Tide employs a preemptive cannibalization strategy in generating line extensions. What does this mean?

Accepted Answer

When there is a threat of losing consume

Question 20

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

Accepted Answer

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

Exam 11: Creating Brand Equity

A brand ________ is a specialized group of consumers and employees whose identification and activities focus around the brand.

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good resulting in positive brand contact. Mark is most likely experiencing brand ________.

________ brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

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 me something?"

As a brand manager you would like to have your brand (brand name) be protectable. Explain what you mean by "protectable" and give an illustration.

To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Identify and describe the four value stages of the brand value chain.

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" to help consumers grasp what the brand is and what makes it special.

Describe the function of brand-tracking studies.

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called BrandAsset® Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Brand salience describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings - in effect ________ the parent brand.

Branding is ________.

Identify the four pillars of brand equity, according to BrandAsset® Valuator model.

When a parent brand covers a new product within a product category it currently serves, it is called a line extension.

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions from its various line extensions. It can be said that Tide employs a preemptive cannibalization strategy in generating line extensions. What does this mean?

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

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

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called BrandAsset^® Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

Identify the four pillars of brand equity, according to BrandAsset^® Valuator model.

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