Question 1

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

Accepted Answer

A)  brand knowledge 
B)  ethnocentric bias 
C)  self-serving bias 
D)  cognitive dissonance 
E)  brand identity 
A)  brand knowledge 
B)  ethnocentric bias 
C)  self-serving bias 
D)  cognitive dissonance 
E)  brand identity

Question 2

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?

Accepted Answer

The six components of the brand resonanc

Question 3

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

Accepted Answer

The BAV model is based on research of al

Question 4

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

Accepted Answer

A) True 
 B)False

Question 5

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Accepted Answer

A)  blanket family name 
B)  licensing 
C)  separate family brand name 
D)  category extension 
E)  brand revitalization 
A)  blanket family name 
B)  licensing 
C)  separate family brand name 
D)  category extension 
E)  brand revitalization

Question 6

According to brand asset valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

Accepted Answer

A)  position 
B)  image 
C)  depth 
D)  knowledge 
E)  strength 
A)  position 
B)  image 
C)  depth 
D)  knowledge 
E)  strength

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

Describe the function of brand tracking studies.

Accepted Answer

To understand how the sources and outcom

Question 9

When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________.

Accepted Answer

A)  a brand promise 
B)  a brand personality 
C)  a brand identity 
D)  a brand position 
E)  a brand revitalization 
A)  a brand promise 
B)  a brand personality 
C)  a brand identity 
D)  a brand position 
E)  a brand revitalization

Question 10

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Accepted Answer

A)  Personalized marketing 
B)  Mass customization 
C)  Globalized marketing 
D)  Relationship marketing 
E)  Integrated marketing 
A)  Personalized marketing 
B)  Mass customization 
C)  Globalized marketing 
D)  Relationship marketing 
E)  Integrated marketing

Question 11

The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Accepted Answer

A)  copyright 
B)  trademark 
C)  slogan 
D)  brand 
E)  logo 
A)  copyright 
B)  trademark 
C)  slogan 
D)  brand 
E)  logo

Question 12

With respect to the brand building pyramid, the branding objective of developing deep, broad brand awareness corresponds to which of the following "building block levels"?

Accepted Answer

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

Question 13

When a firm uses an established brand to introduce a new product, it is called a ________.

Accepted Answer

A)  brand harmonization 
B)  brand valuation 
C)  brand extension 
D)  brand positioning 
E)  brand parity 
A)  brand harmonization 
B)  brand valuation 
C)  brand extension 
D)  brand positioning 
E)  brand parity

Question 14

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Accepted Answer

A) True 
 B)False

Question 15

Explain category extension with an example.

Accepted Answer

In a category extension, the parent bran

Question 16

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

Accepted Answer

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

Question 17

Assume you are a marketing manager and want to adopt strategic brand management. List the four main steps that you would most likely go through to accomplish this task.

Accepted Answer

The steps would be: (1) identifying and

Question 18

Brand equity arises from unanimity in consumer response.

Accepted Answer

A) True 
 B)False

Question 19

List the six criteria used in creating brand elements.

Accepted Answer

The six criteria are: (1) memo

Question 20

What is positive customer-based brand equity?

Accepted Answer

A brand is said to have positi

Exam 9: Creating Brand Equity

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

According to brand asset valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

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.

Describe the function of brand tracking studies.

When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called ________.

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

The American Marketing Association defines a ________ as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

With respect to the brand building pyramid, the branding objective of developing deep, broad brand awareness corresponds to which of the following "building block levels"?

When a firm uses an established brand to introduce a new product, it is called a ________.

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Explain category extension with an example.

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

Assume you are a marketing manager and want to adopt strategic brand management. List the four main steps that you would most likely go through to accomplish this task.

Brand equity arises from unanimity in consumer response.

List the six criteria used in creating brand elements.

What is positive customer-based brand equity?

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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