Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

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 brand asset valuator model, which of the following components of brand equity has Louboutin fulfilled in the given 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 C

Question 3

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.

Accepted Answer

A) True 
 B)False  False

Question 4

Concrete attribute associations tend to be easier to extend than abstract benefit associations.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  brand line 
B)  cobrand 
C)  generic brand 
D)  licensed product 
E)  subbrand 
A)  brand line 
B)  cobrand 
C)  generic brand 
D)  licensed product 
E)  subbrand

Question 6

Brand equity can be built by ________, which create(s) equity by linking the brand to other information in memory that conveys meaning to customers.

Accepted Answer

A)  internal marketing 
B)  brand transferability 
C)  secondary associations 
D)  customer alignment 
E)  brand auditing 
A)  internal marketing 
B)  brand transferability 
C)  secondary associations 
D)  customer alignment 
E)  brand auditing

Question 7

How can marketers reinforce brand equity?

Accepted Answer

Marketers can reinforce brand equity by

Question 8

________ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making.

Accepted Answer

A)  Internal marketing campaigns 
B)  Brand portfolio audits 
C)  Brand value chains 
D)  Sales cycles 
E)  Brand-tracking studies 
A)  Internal marketing campaigns 
B)  Brand portfolio audits 
C)  Brand value chains 
D)  Sales cycles 
E)  Brand-tracking studies

Question 9

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

Accepted Answer

A)  category brand 
B)  subbrand 
C)  extension brand 
D)  family brand 
E)  line brand 
A)  category brand 
B)  subbrand 
C)  extension brand 
D)  family brand 
E)  line brand

Question 10

Modifying a brand to suit group-level or individual needs is called staking.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  measuring consumer brand loyalty 
B)  identifying and establishing brand positioning 
C)  planning and implementing brand marketing 
D)  measuring and interpreting brand performance 
E)  growing and sustaining brand value 
A)  measuring consumer brand loyalty 
B)  identifying and establishing brand positioning 
C)  planning and implementing brand marketing 
D)  measuring and interpreting brand performance 
E)  growing and sustaining brand value

Question 12

Branding is ________.

Accepted Answer

A)  all about creating unanimity between products 
B)  the process of performing market research and selling products or services to customers 
C)  endowing products and services with the power of a brand 
D)  the process of comparing competing brands available in the market 
E)  use of online interactive media to promote products and brands 
A)  all about creating unanimity between products 
B)  the process of performing market research and selling products or services to customers 
C)  endowing products and services with the power of a brand 
D)  the process of comparing competing brands available in the market 
E)  use of online interactive media to promote products and brands

Question 13

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

Accepted Answer

A)  Mission-driven brand equity 
B)  Customer-based brand equity 
C)  Product-driven brand equity 
D)  Service-driven brand equity 
E)  Function-based brand equity 
A)  Mission-driven brand equity 
B)  Customer-based brand equity 
C)  Product-driven brand equity 
D)  Service-driven brand equity 
E)  Function-based brand equity

Question 14

According to brand asset valuator (BAV) model, knowledge is one of the key components of brand equity.

Accepted Answer

A) True 
 B)False

Question 15

Identify the four pillars of brand equity, according to brand asset valuator model.

Accepted Answer

A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience 
A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience

Question 16

According to the brand asset valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

Accepted Answer

A)  differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  value 
A)  differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  value

Question 17

Which of the following value creation processes means detailing the brand relationship journey in a narrative way, often anchored by and peppered with milestones?

Accepted Answer

A)  documenting 
B)  milestoning 
C)  badging 
D)  evangelizing 
E)  staking 
A)  documenting 
B)  milestoning 
C)  badging 
D)  evangelizing 
E)  staking

Question 18

According to brand asset valuator model, leadership brands show ________.

Accepted Answer

A)  high levels of energy, differentiation, relevance, knowledge, and esteem 
B)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still 
C)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still 
D)  low levels on energy, differentiation, relevance, knowledge, and esteem 
E)  high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation 
A)  high levels of energy, differentiation, relevance, knowledge, and esteem 
B)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still 
C)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still 
D)  low levels on energy, differentiation, relevance, knowledge, and esteem 
E)  high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

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?"

Accepted Answer

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

Exam 9: Creating Brand Equity

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

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.

Concrete attribute associations tend to be easier to extend than abstract benefit associations.

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

Brand equity can be built by ________, which create(s) equity by linking the brand to other information in memory that conveys meaning to customers.

How can marketers reinforce brand equity?

________ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making.

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

Modifying a brand to suit group-level or individual needs is called staking.

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

Branding is ________.

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

According to brand asset valuator (BAV) model, knowledge is one of the key components of brand equity.

Identify the four pillars of brand equity, according to brand asset valuator model.

According to the brand asset valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

Which of the following value creation processes means detailing the brand relationship journey in a narrative way, often anchored by and peppered with milestones?

According to brand asset valuator model, leadership brands show ________.

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

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?"

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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