Exam 11: Creating Brand Equity

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.

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________.

Brand salience ________.

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 something better than the others?"

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

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

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 ________.

A brand ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

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.

List the six criteria used in creating brand elements.

With respect to the "six brand building blocks," brand ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

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

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

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

With respect to the "six brand building blocks," brand ________ signifies how well the product or service meets customers' functional needs.

A parent brand that is associated with multiple products through brand extensions is also called a(n)________.

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?

The hallmark of an optimal brand portfolio is ________.

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

With respect to the brand building pyramid, the branding objective of developing deep, broad brand awareness corresponds to which of the following "building block levels"?