Exam 9: Creating Brand Equity

A parent brand that is associated with multiple products through brand extensions is also called a(n)________.

Li Ning Sports Goods associates itself with the Olympics.It sponsored the Chinese table tennis,diving,gymnastics,and shooting teams.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Distinguish between brand equity and brand valuation.

Branding is ________.

One of the selection criteria for creating a successful brand element is that it should be protectable.

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address or answer the question "Can this brand deliver?"

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

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

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?

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

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

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

When a parent brand covers a new product within a product category it currently serves,it is called a line extension.

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand,the product category,or the market that relates to the marketer's product or service.

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

If consumers can easily recall and recognize a brand element,the brand element is said to be ________.

Identify the three important principles for internal branding.

With respect to the "six brand building blocks," ________ describes the extrinsic properties of the product or service,including how the brand attempts to meet customers' psychological or social needs.

Brand equity has four components-energized differentiation,relevance,esteem,and knowledge.How are these components combined to produce brand strength and brand stature?

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?"