Question 1

What valuable functions can brands perform for a firm?

Accepted Answer

Brands perform a number of valuable func

Question 2

The first step in the strategic brand management process is ________.

Accepted Answer

A)  measuring consumer brand loyalty 
B)  identifying and establishing brand positioning 
C)  planning and implementing brand marketing 
D)  measuring and interpreting brand performance 
E)  growing and sustaining brand value 
A)  measuring consumer brand loyalty 
B)  identifying and establishing brand positioning 
C)  planning and implementing brand marketing 
D)  measuring and interpreting brand performance 
E)  growing and sustaining brand value

Question 3

AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?

Accepted Answer

A)  choosing the right moment to capture employees' attention and imagination 
B)  furnishing energizing and informative internal communication 
C)  bringing the brand alive for employees 
D)  linking internal and external marketing 
E)  understanding how brand communities work 
A)  choosing the right moment to capture employees' attention and imagination 
B)  furnishing energizing and informative internal communication 
C)  bringing the brand alive for employees 
D)  linking internal and external marketing 
E)  understanding how brand communities work

Question 4

There are a number of specific roles brands can play as part of a brand portfolio. List and briefly describe the four roles.

Accepted Answer

The four roles are:
1. flankers - or fig

Question 5

Apple's iPod shuffle is an example of ________.

Accepted Answer

A)  a subbrand 
B)  a parent brand 
C)  family brand 
D)  a brand mix 
E)  an umbrella brand 
A)  a subbrand 
B)  a parent brand 
C)  family brand 
D)  a brand mix 
E)  an umbrella brand

Question 6

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is a Maytag product, while the other is a newly imported South Korean brand. Adam is not very familiar with the latter and does not hesitate in choosing Maytag. This example implies that ________.

Accepted Answer

A)  the imported brand will not survive the competition from Maytag 
B)  Maytag has a positive customer brand equity 
C)  the South Korean company has a low advertising budget 
D)  the imported brand is unreliable 
E)  the Maytag washing machine has better features than the imported brand 
A)  the imported brand will not survive the competition from Maytag 
B)  Maytag has a positive customer brand equity 
C)  the South Korean company has a low advertising budget 
D)  the imported brand is unreliable 
E)  the Maytag washing machine has better features than the imported brand

Question 7

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

Accepted Answer

A)  product licensing 
B)  brand extensions 
C)  brand architecture 
D)  brand audits 
E)  brand dilutions 
A)  product licensing 
B)  brand extensions 
C)  brand architecture 
D)  brand audits 
E)  brand dilutions

Question 8

How can marketers reinforce brand equity?

Accepted Answer

Marketers can reinforce brand equity by

Question 9

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?

Accepted Answer

The six components of the brand resonanc

Question 10

A firm's branding strategy is also called the brand architecture.

Accepted Answer

A) True 
 B)False

Question 11

Brand salience ________.

Accepted Answer

A)  is customers' emotional responses and reactions with respect to the brand 
B)  is how often and how easily customers think of the brand under various purchase or consumption situations 
C)  is how well the product or service meets customers' functional needs 
D)  describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs 
E)  describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it 
A)  is customers' emotional responses and reactions with respect to the brand 
B)  is how often and how easily customers think of the brand under various purchase or consumption situations 
C)  is how well the product or service meets customers' functional needs 
D)  describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs 
E)  describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it

Question 12

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?

Accepted Answer

A)  the associations indirectly transferred to the brand by linking it to a place or thing 
B)  the product and all accompanying marketing activities and supporting marketing programs 
C)  the initial choices for the brand elements or identities making up the brand 
D)  the profitability associated with brand development 
E)  the service and all accompanying marketing activities and programs 
A)  the associations indirectly transferred to the brand by linking it to a place or thing 
B)  the product and all accompanying marketing activities and supporting marketing programs 
C)  the initial choices for the brand elements or identities making up the brand 
D)  the profitability associated with brand development 
E)  the service and all accompanying marketing activities and programs

Question 13

High levels of brand ________, or the extent to which consumers feel they are "in sync" with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.

Accepted Answer

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

Question 14

Identify the three important principles for internal branding.

Accepted Answer

Three important principles for

Question 15

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?

Accepted Answer

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

Question 16

According to BrandAsset® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

Accepted Answer

A)  position 
B)  image 
C)  depth 
D)  knowledge 
E)  strength 
A)  position 
B)  image 
C)  depth 
D)  knowledge 
E)  strength

Question 17

Names that become synonymous with product categories like Kleenex, Kitty Litter, Jell-O, and Xerox, need to ensure they retain their brand names remain ________ so they can retain their trademark rights and avoid becoming generic.

Accepted Answer

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

Question 18

Which of the following is NOT a weakness of a customer equity perspective (relative to a brand equity perspective)?

Accepted Answer

A)  It offers limited guidance for go-to-market strategies. 
B)  It has quantifiable measures of financial performance. 
C)  It ignores the advantages of creating a strong brand. 
D)  It overlooks the option value of brands. 
E)  It does not fully account for social network effects or word-of-mouth. 
A)  It offers limited guidance for go-to-market strategies. 
B)  It has quantifiable measures of financial performance. 
C)  It ignores the advantages of creating a strong brand. 
D)  It overlooks the option value of brands. 
E)  It does not fully account for social network effects or word-of-mouth.

Question 19

Define brand variants.

Accepted Answer

Brand variants are specific br

Question 20

According to Ries and Trout, Cadbury suffered from ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, apart from chocolates and candies.

Accepted Answer

A)  liquidity trap 
B)  cognitive dissonance 
C)  branding fallout 
D)  cannibalization 
E)  line-extension trap 
A)  liquidity trap 
B)  cognitive dissonance 
C)  branding fallout 
D)  cannibalization 
E)  line-extension trap

Exam 11: Creating Brand Equity

What valuable functions can brands perform for a firm?

The first step in the strategic brand management process is ________.

AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?

There are a number of specific roles brands can play as part of a brand portfolio. List and briefly describe the four roles.

Apple's iPod shuffle is an example of ________.

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

How can marketers reinforce brand equity?

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?

A firm's branding strategy is also called the brand architecture.

Brand salience ________.

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?

High levels of brand ________, or the extent to which consumers feel they are "in sync" with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.

Identify the three important principles for internal branding.

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?

According to BrandAsset® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

Names that become synonymous with product categories like Kleenex, Kitty Litter, Jell-O, and Xerox, need to ensure they retain their brand names remain ________ so they can retain their trademark rights and avoid becoming generic.

Which of the following is NOT a weakness of a customer equity perspective (relative to a brand equity perspective)?

Define brand variants.

According to Ries and Trout, Cadbury suffered from ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, apart from chocolates and candies.

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, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.