Exam 9: Creating Brand Equity

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.

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Brand ________ is the added value endowed to products and services.

Starbucks introduced ice creams in the same flavors as the Frappucinos it sold in its coffee shops.This is an example of ________.

With respect to powerful brand elements,________ is an extremely efficient means to build brand equity.This element functions as a useful "hook" or "handle" to help consumers grasp what the brand is and what makes it special.

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

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps?

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

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

The challenge for marketers in building a strong brand is ________.

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?

When change is necessary,marketers should vigorously preserve and defend sources of brand equity.

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 "Does this brand offer something better than the others?"

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

How does the American Marketing Association (AMA)define the term brand?

Brand equity is essentially the same as brand valuation.

As a branding manager,you have recommended to your board of directors a corporate policy of umbrella branding.What are the advantages that your company might gain from this?

According to brand asset valuator model,leadership brands show ________.