Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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?

Accepted Answer

A) salience 
B) imagery 
C) feelings 
D) judgments 
E) resonance 
A) salience 
B) imagery 
C) feelings 
D) judgments 
E) resonance

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

________ is the job of estimating the total financial worth of the brand.

Accepted Answer

A) Brand tracking 
B) Brand auditing 
C) Brand equity 
D) Brand valuation 
E) Brand harmonization 
A) Brand tracking 
B) Brand auditing 
C) Brand equity 
D) Brand valuation 
E) Brand harmonization

Question 5

How does consumer knowledge play a role in the success of new products associated with existing brands?

Accepted Answer

Brand knowledge created by marketing inv

Question 6

According to brand asset valuator (BAV)model,knowledge is one of the key components of brand equity.

Accepted Answer

A) True 
 B)False

Question 7

List the six criteria used in creating brand elements.

Accepted Answer

The six criteria are: (1)memor

Question 8

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 9

A ________ is a set of all brand lines that a particular seller makes available to buyers.

Accepted Answer

A) brand platform 
B) brand image 
C) cobrand 
D) brand extension 
E) brand mix 
A) brand platform 
B) brand image 
C) cobrand 
D) brand extension 
E) brand mix

Question 10

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

Accepted Answer

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

Question 11

Modifying a brand to suit group-level or individual needs is called staking.

Accepted Answer

A) True 
 B)False

Question 12

The first step in the strategic brand management process is ________.

Accepted Answer

A) measuring consumer brand loyalty 
B) identifying and establishing brand positioning 
C) planning and implementing brand marketing 
D) measuring and interpreting brand performance 
E) growing and sustaining brand value 
A) measuring consumer brand loyalty 
B) identifying and establishing brand positioning 
C) planning and implementing brand marketing 
D) measuring and interpreting brand performance 
E) growing and sustaining brand value

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Which of the following value creation processes means translating milestones into symbols and artifacts?

Accepted Answer

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

Question 15

Identify and describe the four value stages of the brand value chain.

Accepted Answer

The brand value creation process begins

Question 16

Customer lifetime value is affected by revenue and by the costs of customer acquisition,retention,and cross-selling.

Accepted Answer

A) True 
 B)False

Question 17

To achieve integrated marketing,marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Accepted Answer

A) True 
 B)False

Question 18

Identify the four pillars of brand equity,according to brand asset valuator model.

Accepted Answer

A) relevance,performance,bonding,and advantage 
B) presence,performance,advantage,and bonding 
C) energized differentiation,relevance,esteem,and knowledge 
D) brand salience,brand feelings,brand imagery,and brand performance 
E) energized differentiation,esteem,brand feelings,and brand salience 
A) relevance,performance,bonding,and advantage 
B) presence,performance,advantage,and bonding 
C) energized differentiation,relevance,esteem,and knowledge 
D) brand salience,brand feelings,brand imagery,and brand performance 
E) energized differentiation,esteem,brand feelings,and brand salience

Question 19

According to brand asset valuator model,esteem and knowledge,the two pillars of brand equity together create ________,a "report card" on past performance and a current indicator of current value.

Accepted Answer

A) brand stature 
B) brand parity 
C) brand strength 
D) brand personality 
E) brand architecture 
A) brand stature 
B) brand parity 
C) brand strength 
D) brand personality 
E) brand architecture

Question 20

If a brand element has the characteristic of being memorable,the brand is credible and suggestive of the type of person who might use the brand.

Accepted Answer

A) True 
 B)False

Exam 9: Creating Brand Equity

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

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?

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

________ is the job of estimating the total financial worth of the brand.

How does consumer knowledge play a role in the success of new products associated with existing brands?

According to brand asset valuator (BAV)model,knowledge is one of the key components of brand equity.

List the six criteria used in creating brand elements.

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?

A ________ is a set of all brand lines that a particular seller makes available to buyers.

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

Modifying a brand to suit group-level or individual needs is called staking.

The first step in the strategic brand management process is ________.

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

Which of the following value creation processes means translating milestones into symbols and artifacts?

Identify and describe the four value stages of the brand value chain.

Customer lifetime value is affected by revenue and by the costs of customer acquisition,retention,and cross-selling.

To achieve integrated marketing,marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Identify the four pillars of brand equity,according to brand asset valuator model.

According to brand asset valuator model,esteem and knowledge,the two pillars of brand equity together create ________,a "report card" on past performance and a current indicator of current value.

If a brand element has the characteristic of being memorable,the brand is credible and suggestive of the type of person who might use the brand.

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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