Exam 9: Creating Brand Equity

The decision as to how to brand new products is especially critical.When a firm introduces a new product,it has three main choices.What are those choices?

________ are devices that can be trademarked and serve to identify and differentiate the brand.

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

Which of the following value creation processes means detailing the brand relationship journey in a narrative way,often anchored by and peppered with milestones?

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 me something?"

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________.

________ consists of activities and processes that help inform and inspire employees about brands.

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions from its various line extensions.It can be said that Tide employs a preemptive cannibalization strategy in generating line extensions.What does this mean?

The hallmark of an optimal brand portfolio is ________.

Brand imagery is a consumer's emotional response and reaction with respect to the brand.

Concrete attribute associations tend to be easier to extend than abstract benefit associations.

Assume you are a marketing manager and want to adopt strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

A consumer who expresses rational and emotional attachments to the brand to the exclusion of most other brands has reached the ________ level in the brand dynamics pyramid.

Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible.

In its focus on bottom-line financial value,the ________ approach often overlooks the "option value" of brands and their potential to affect future revenues and costs.

There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles.

As the company's major enduring asset,a brand needs to be carefully managed so that its value does not depreciate.

A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.

Aromas Pte Ltd introduced a new line of shower gels.To analyze consumer reaction,the company interviewed people who bought them.When Sarah was asked why she had chosen the new shower gel,she said she bought it because a friend recommended it.Sarah is at which level of the brand dynamics pyramid?

Brands today play a number of important roles that improve consumers' lives and enhance the financial value of firms.