Question 1

The brand audit can be used to set strategic direction for the brand.

Accepted Answer

A) True 
 B)False

Question 2

Adam wants to buy a washing machine and is looking for something that is not too expensive.When he goes to make the purchase,he finds there are two options that meet his requirements.One is a Samsung product,while the other is a newly imported South Korean brand.Adam is not very familiar with the latter and does not hesitate in choosing Samsung.This example implies that ________.

Accepted Answer

A) the imported brand will not survive the competition from Samsung 
B) Samsung has a positive customer brand equity 
C) the South Korean company has a low advertising budget 
D) the imported brand is unreliable 
E) the Samsung washing machine has better features than the imported brand 
A) the imported brand will not survive the competition from Samsung 
B) Samsung has a positive customer brand equity 
C) the South Korean company has a low advertising budget 
D) the imported brand is unreliable 
E) the Samsung washing machine has better features than the imported brand

Question 3

________ are a means of understanding where,how much,and in what ways brand value is being created to facilitate day-to-day decision making.

Accepted Answer

A) Internal marketing campaigns 
B) Brand portfolio audits 
C) Brand value chains 
D) Sales cycles 
E) Brand-tracking studies 
A) Internal marketing campaigns 
B) Brand portfolio audits 
C) Brand value chains 
D) Sales cycles 
E) Brand-tracking studies

Question 4

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Accepted Answer

A) copyright 
B) trademark 
C) slogan 
D) brand 
E) logo 
A) copyright 
B) trademark 
C) slogan 
D) brand 
E) logo

Question 5

A firm's branding strategy is also called the brand architecture.

Accepted Answer

A) True 
 B)False

Question 6

Describe the meaning and function of a brand audit.

Accepted Answer

To better understand the sources of bran

The brand audit can be used to set strategic direction for the brand.

________ are a means of understanding where,how much,and in what ways brand value is being created to facilitate day-to-day decision making.

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

A firm's branding strategy is also called the brand architecture.

Describe the meaning and function of a brand audit.

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

Filters

Exam 9: Creating Brand Equity

The brand audit can be used to set strategic direction for the brand.

________ are a means of understanding where,how much,and in what ways brand value is being created to facilitate day-to-day decision making.

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

A firm's branding strategy is also called the brand architecture.

Describe the meaning and function of a brand audit.

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

Filters