Exam 9: Creating Brand Equity

Research indicates that high-quality brands stretch farther than average-quality brands, although both types of brands have boundaries.

________ are devices that can be trademarked and serve to identify and differentiate the brand.

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

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

The challenge for marketers in building a strong brand is ________.

As the company's major enduring asset, a brand needs to be carefully managed so that its value does not depreciate.

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

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

________ consists of activities and processes that help inform and inspire employees about brands.

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

Brands are built only by advertising.

Brands today play a number of important roles that improve consumers' lives and enhance the financial value of firms.

Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings in effect ________ the parent brand.

According to the BRANDZ model of brand strength, brand building involves a series of five sequential steps. What are those five sequential steps?

What is a licensed product? Why have corporations seized on licensing?

With respect to the "six brand building blocks," ________ focuses on customers' own personal opinions and evaluations.

Mark feels that Shell delivers on its promises to supply the best petrol possible to the public. His experiences with Shell have always been good resulting in positive brand contact. Mark is most likely experiencing ________.

Brand equity can be built by linking the brand to sources, such as channels of distribution as well as to other brands.

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop an intense, active loyalty?