Exam 11: Creating Brand Equity

Kellogg's uses its corporate brand name with its individual product brands as with Kellogg's rice krispies, Kellogg's raisin bran, and Kellogg's corn flakes. Which branding strategy is being used by the company?

How does consumer knowledge play a role in the success of new products associated with existing brands?

Intrabrand shifts in a company's sales are always undesirable.

Branding is ________.

According to Young and Rubicam's BrandAsset^® Valuator, a brand's ________ measures how well the brand is regarded and respected.

Explain the concept of brand knowledge.

Which of the following is a defensive criterion for choosing brand elements?

Brand equity arises from unanimity in consumer response.

Brand imagery is a consumer's emotional response and reaction with respect to the brand.

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.

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 "Can this brand deliver?"

According to the BrandAsset^® Valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ multiplier of the brand value chain.

Distinguish between brand equity and brand valuation.

A ________ consists of all products - original as well as line and category extensions - sold under a particular brand.

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

Brand salience describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. Since 1992, his designs have incorporated the shiny, red-lacquered soles that have become his signature. These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands. In accordance with the BrandAsset^® Valuator model, which of the following components of brand equity has Louboutin fulfilled in this scenario?

Cash cows, or fighter brands, include products like Busch Bavarian and Intel Celeron, which are positioned with respect to the competitors' brands so that more important and profitable flagship brands can retain their desired positioning.