Question 1

Brand salience ________.

Accepted Answer

A) is customers' emotional responses and reactions with respect to the brand 
B) is how often and easily the brand is evoked under various purchase or consumption situations. 
C) is how well the product or service meets customers' functional needs 
D) describes the extrinsic properties of the product or service,including the ways in which the brand attempts to meet customers' psychological or social needs 
E) describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it 
A) is customers' emotional responses and reactions with respect to the brand 
B) is how often and easily the brand is evoked under various purchase or consumption situations. 
C) is how well the product or service meets customers' functional needs 
D) describes the extrinsic properties of the product or service,including the ways in which the brand attempts to meet customers' psychological or social needs 
E) describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it

Question 2

Brand differentiation occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

Accepted Answer

A) True 
 B)False

Question 3

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 4

Define brand variants.

Accepted Answer

Brand variants are specific br

Question 5

What valuable functions can brands perform for a firm?

Accepted Answer

Brands perform a number of valuable func

Question 6

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.The brand caters to an elite clientele whose satisfaction with the brand has always been evident.Apart from being high-end,Louboutin footwear signifies power in elite social circles.Celebrities are often seen sporting "Loubs" at special occasions,such as movie premieres.This has resulted in people associating Louboutin footwear with class and power.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

Accepted Answer

A) knowledge 
B) energized differentiation 
C) esteem 
D) advantage 
E) presence 
A) knowledge 
B) energized differentiation 
C) esteem 
D) advantage 
E) presence

Question 7

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.Since 1992,his designs have incorporated the shiny,red-lacquered soles that have become his signature.These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

Accepted Answer

A) energized differentiation 
B) relevance 
C) esteem 
D) knowledge 
E) advantage 
A) energized differentiation 
B) relevance 
C) esteem 
D) knowledge 
E) advantage

Question 8

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing,there are two basic approaches to measuring brand equity.Briefly,describe each of these approaches.

Accepted Answer

The two approaches are: (1)an indirect a

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Marketers must judge each potential brand extension by how effectively it leverages existing brand equity from the parent brand,as well as how effectively,in turn,it contributes to the parent brand's equity.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A licensed product is one whose brand na

Question 12

In what ways can brand extensions improve the odds of new-product success?

Accepted Answer

Consumers make inferences and form expec

Question 13

Describe the function of brand tracking studies.

Accepted Answer

To understand how the sources and outcom

Question 14

Consumers may evaluate the same product differently depending on how it is branded.

Accepted Answer

A) True 
 B)False

Question 15

According to the BRANDZ model,"Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Accepted Answer

A) True 
 B)False

Question 16

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.

Accepted Answer

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

Question 17

If a consumer,trying to decide between alternatives,believes that a particular brand delivers acceptable product performance and can be short listed,she is in the ________ level of the brand dynamics pyramid.

Accepted Answer

A) presence 
B) relevance 
C) performance 
D) advantage 
E) bonding 
A) presence 
B) relevance 
C) performance 
D) advantage 
E) bonding

Question 18

The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic".

Accepted Answer

A) True 
 B)False

Question 19

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.

Accepted Answer

A) diluting 
B) cannibalizing 
C) reinforcing 
D) eroding 
E) revamping 
A) diluting 
B) cannibalizing 
C) reinforcing 
D) eroding 
E) revamping

Question 20

Two advantages of ________ are that they can facilitate new product acceptance,as well as provide positive feedback to the parent brand and company.

Accepted Answer

A) product licensing 
B) brand extensions 
C) brand architecture 
D) brand audits 
E) brand dilutions 
A) product licensing 
B) brand extensions 
C) brand architecture 
D) brand audits 
E) brand dilutions

Exam 9: Creating Brand Equity

Brand salience ________.

Brand differentiation occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

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

Define brand variants.

What valuable functions can brands perform for a firm?

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing,there are two basic approaches to measuring brand equity.Briefly,describe each of these approaches.

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

Marketers must judge each potential brand extension by how effectively it leverages existing brand equity from the parent brand,as well as how effectively,in turn,it contributes to the parent brand's equity.

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

In what ways can brand extensions improve the odds of new-product success?

Describe the function of brand tracking studies.

Consumers may evaluate the same product differently depending on how it is branded.

According to the BRANDZ model,"Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.

If a consumer,trying to decide between alternatives,believes that a particular brand delivers acceptable product performance and can be short listed,she is in the ________ level of the brand dynamics pyramid.

The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic".

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.

Two advantages of ________ are that they can facilitate new product acceptance,as well as provide positive feedback to the parent brand and company.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

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 Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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