Exam 11: Creating Brand Equity

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

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.

How does the American Marketing Association (AMA) define the term brand?

According to the BrandAsset^® Valuator model, strong new brands show ________.

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

According to Millward Brown, how is brand predisposition measured?

With respect to the "six brand building blocks," brand ________ focuses on customers' own personal opinions and evaluations.

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

Brand ________ is the job of estimating the total financial worth of the brand.

With respect to the "six brand building blocks," brand ________ describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it.

Research indicates that high-quality brands stretch farther than average-quality brands, although both types of brands have boundaries.

Spending on product research, development, and design constitutes investment in the brand value development process.

According to the BrandAsset^® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

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.

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 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.

As a branding manager, you have recommended to your board of directors a corporate policy of umbrella branding. What are the advantages that your company might gain from this?

In what ways can brand extensions improve the odds of new-product success?

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.

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.