Exam 9: Creating Brand Equity

Red Bull enlisted polytechnic students as "Red Bull student brand managers" to distribute samples,research drinking trends,design on-campus product promotion activities,and write stories for student newspapers.From a marketing management perspective,which of the following brand equity drivers is most applicable in the given scenario?

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 marketing advantage of strong brands?

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"?

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.

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

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

According to Ries and Trout,Cadbury suffered from ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes,powdered milk,and soups,apart from chocolates and candies.

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

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?

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.

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

Brands are built only by advertising.

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

According to Young and Rubicam's brand asset valuator,a brand's ________ perceptions of quality and loyalty,or how well the brand is regarded and respected.

Explain category extension with an example.

An important part of reinforcing brands is providing uniform and unchanging marketing support.

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.Which principle of internal branding does this example portray?

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

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 ________.