Question 1

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

Accepted Answer

A) True 
 B)False

Question 2

Consumers may evaluate identical products differently depending on how they are branded.

Accepted Answer

A) True 
 B)False

Question 3

Nichepro Technologies, who were mainly into producing personal computers and laptops, have now decided to produce Nichepro health care products. Explain the branding strategy advocated by the company.

Accepted Answer

Nichepro Technologies are advocating bra

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

Define brand variants.

Accepted Answer

Brand variants are specific br

Question 6

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 the question "Do I know about this brand?"

Accepted Answer

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

Question 7

What is positive customer-based brand equity?

Accepted Answer

A brand is said to have positi

Question 8

Customer equity is synonymous with brand equity.

Accepted Answer

A) True 
 B)False

Question 9

A brand promise will not be delivered unless everyone in a company lives the brand.

Accepted Answer

A) True 
 B)False

Question 10

Brands are built only by advertising.

Accepted Answer

A) True 
 B)False

Question 11

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 12

Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing multiple brands in a category.

Accepted Answer

A) True 
 B)False

Question 13

According to the BrandZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Accepted Answer

A) True 
 B)False

Question 14

In Hershey Kisses candy, Hershey would be considered a branded variant.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following levels of the BrandDynamics Pyramid pertains to consumer's needs?

Accepted Answer

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

Question 16

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. The brand caters to an elite clientele whose satisfaction with the brand has always been evident. Apart from being high-end, Louboutin footwear signifies power in elite social circles. Celebrities are often seen sporting "Loubs" at special occasions, such as movie premieres. This has resulted in people associating Louboutin footwear with class and power. In accordance with the BrandAsset® Valuator model, which of the following components of brand equity has Louboutin fulfilled in this scenario?

Accepted Answer

A)  knowledge 
B)  energized differentiation 
C)  esteem 
D)  advantage 
E)  presence 
A)  knowledge 
B)  energized differentiation 
C)  esteem 
D)  advantage 
E)  presence

Question 17

________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.

Accepted Answer

A)  Flanker 
B)  Attacker 
C)  Defender 
D)  Cash cow 
E)  Simulation 
A)  Flanker 
B)  Attacker 
C)  Defender 
D)  Cash cow 
E)  Simulation

Question 18

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 19

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 20

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing, there are two basic approaches to measuring brand equity. Briefly, describe each of these approaches.

Accepted Answer

The two approaches are:
1. an indirect a

Exam 11: Creating Brand Equity

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

Consumers may evaluate identical products differently depending on how they are branded.

Nichepro Technologies, who were mainly into producing personal computers and laptops, have now decided to produce Nichepro health care products. Explain the branding strategy advocated by the company.

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?"

Define brand variants.

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 the question "Do I know about this brand?"

What is positive customer-based brand equity?

Customer equity is synonymous with brand equity.

A brand promise will not be delivered unless everyone in a company lives the brand.

Brands are built only by advertising.

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

Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing multiple brands in a category.

According to the BrandZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

In Hershey Kisses candy, Hershey would be considered a branded variant.

Which of the following levels of the BrandDynamics Pyramid pertains to consumer's needs?

________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.

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.

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

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing, there are two basic approaches to measuring brand equity. Briefly, describe each of these approaches.

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.