Question 1

The decision as to how to brand new products is especially critical. When a firm introduces a new product, it has three main choices. What are those choices?

Accepted Answer

The firm can: (1) develop new

Question 2

Brand ________ is the added value endowed to products and services.

Accepted Answer

A)  loyalty 
B)  equity 
C)  preference 
D)  identity 
E)  licensing 
A)  loyalty 
B)  equity 
C)  preference 
D)  identity 
E)  licensing

Question 3

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?

Accepted Answer

A)  resonance 
B)  salience 
C)  imagery 
D)  performance 
E)  feelings 
A)  resonance 
B)  salience 
C)  imagery 
D)  performance 
E)  feelings

Question 4

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

Accepted Answer

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

Question 5

Explain the concept of brand knowledge.

Accepted Answer

Brand knowledge consists of all the thou

Question 6

Which of the following is a marketing advantage of strong brands?

Accepted Answer

A)  no vulnerability to marketing crises 
B)  more elastic consumer response to price increases 
C)  guaranteed profits 
D)  additional brand extension opportunities 
E)  more inelastic consumer response to price decreases 
A)  no vulnerability to marketing crises 
B)  more elastic consumer response to price increases 
C)  guaranteed profits 
D)  additional brand extension opportunities 
E)  more inelastic consumer response to price decreases

Question 7

A ________ is a set of all brand lines that a particular seller makes.

Accepted Answer

A)  brand platform 
B)  brand image 
C)  cobrand 
D)  brand extension 
E)  brand mix 
A)  brand platform 
B)  brand image 
C)  cobrand 
D)  brand extension 
E)  brand mix

Question 8

Describe the three ingredients of customer-based brand equity.

Accepted Answer

The three key ingredients of customer-ba

Question 9

Brand equity is essentially the same as brand valuation.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  product licensing 
B)  brand extensions 
C)  brand architecture 
D)  brand audits 
E)  brand dilutions 
A)  product licensing 
B)  brand extensions 
C)  brand architecture 
D)  brand audits 
E)  brand dilutions

Question 11

According to Young and Rubicam's brand asset valuator, a brand's ________ measures how well the brand is regarded and respected.

Accepted Answer

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

Question 12

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

Accepted Answer

Consumers make inferences and form expec

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

When Honda expanded its brand into such areas as cars, snowblowers, and marine engines, it was pursuing a strategy called line extension.

Accepted Answer

A) True 
 B)False

Question 15

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Accepted Answer

A) True 
 B)False

Question 16

Identify the three important principles for internal branding.

Accepted Answer

Three important principles for

Question 17

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

Accepted Answer

A)  program multiplier 
B)  brand multiplier 
C)  market multiplier 
D)  customer multiplier 
E)  profit multiplier 
A)  program multiplier 
B)  brand multiplier 
C)  market multiplier 
D)  customer multiplier 
E)  profit multiplier

Question 18

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is a Samsung product, while the other is a newly imported South Korean brand. Adam is not very familiar with the latter and does not hesitate in choosing Samsung. This example implies that ________.

Accepted Answer

A)  the imported brand will not survive the competition from Samsung 
B)  Samsung has a positive customer brand equity 
C)  the South Korean company has a low advertising budget 
D)  the imported brand is unreliable 
E)  the Samsung washing machine has better features than the imported brand 
A)  the imported brand will not survive the competition from Samsung 
B)  Samsung has a positive customer brand equity 
C)  the South Korean company has a low advertising budget 
D)  the imported brand is unreliable 
E)  the Samsung washing machine has better features than the imported brand

Question 19

Define brand equity.

Accepted Answer

Brand equity is the added value endowed

Question 20

The introduction of diet coke by the Coca Cola Company is an example of ________.

Accepted Answer

A)  line extension 
B)  brand harmonization 
C)  category extension 
D)  brand dilution 
E)  co-branding 
A)  line extension 
B)  brand harmonization 
C)  category extension 
D)  brand dilution 
E)  co-branding

Exam 9: Creating Brand Equity

The decision as to how to brand new products is especially critical. When a firm introduces a new product, it has three main choices. What are those choices?

Brand ________ is the added value endowed to products and services.

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?

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

Explain the concept of brand knowledge.

Which of the following is a marketing advantage of strong brands?

A ________ is a set of all brand lines that a particular seller makes.

Describe the three ingredients of customer-based brand equity.

Brand equity is essentially the same as brand valuation.

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

According to Young and Rubicam's brand asset valuator, a brand's ________ measures how well the brand is regarded and respected.

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

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.

When Honda expanded its brand into such areas as cars, snowblowers, and marine engines, it was pursuing a strategy called line extension.

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Identify the three important principles for internal branding.

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

Define brand equity.

The introduction of diet coke by the Coca Cola Company is an example of ________.

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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