Question 1

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Accepted Answer

A) True 
 B)False

Question 2

________ branding consists of activities and processes that help inform and inspire employees about brands.

Accepted Answer

A)  Internal 
B)  Personal 
C)  Individual 
D)  External 
E)  Co- 
A)  Internal 
B)  Personal 
C)  Individual 
D)  External 
E)  Co-

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

Brand equity can be built by linking the brand to sources, such as channels of distribution as well as to
other brands.

Accepted Answer

A) True 
 B)False

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

Describe the function of brand-tracking studies.

Accepted Answer

To understand how the sources and outcom

Question 7

Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?

Accepted Answer

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

Question 8

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 9

Describe the three ingredients of customer-based brand equity.

Accepted Answer

The three key ingredients of customer-ba

Question 10

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 11

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 12

One of the selection criteria for creating a successful brand element is that it should be protectable.

Accepted Answer

A) True 
 B)False

Question 13

The most effective advertising strategy for an extension emphasizes the parent brand.

Accepted Answer

A) True 
 B)False

Question 14

________ 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 15

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 18

How can marketers reinforce brand equity?

Accepted Answer

Marketers can reinforce brand equity by

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 11: Creating Brand Equity

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

________ branding consists of activities and processes that help inform and inspire employees about brands.

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.

Brand equity can be built by linking the brand to sources, such as channels of distribution as well as to other brands.

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.

Describe the function of brand-tracking studies.

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

Describe the three ingredients of customer-based brand equity.

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

One of the selection criteria for creating a successful brand element is that it should be protectable.

The most effective advertising strategy for an extension emphasizes the parent brand.

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

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

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

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

How can marketers reinforce brand equity?

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

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.

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 ________.

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