Exam 9: Creating Brand Equity

With respect to the "six brand building blocks," ________ are customers' emotional responses and reactions with respect to the brand.

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________.

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" or "handle" to help consumers grasp what the brand is and what makes it special.

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

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

As a brand manager you would like to have your brand (brand name) be protectable. Explain what you mean by "protectable" and give an illustration.

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps convey the message "Nothing else beats this brand?"

According to brand asset valuator model, esteem and knowledge, the two pillars of brand equity together create ________, a "report card" on past performance and a current indicator of current value.

To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

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?

According to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?

Distinguish between brand equity and brand valuation.

Under the BRANDZ model of brand strength, customers who are bonded to the brand believe "nothing else beats it."

Starbucks introduced ice creams in the same flavors as the Frappucinos it sold in its coffee shops. This is an example of ________.

The hallmark of an optimal brand portfolio is ________.

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.

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

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