Exam 9: Creating Brand Equity

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

Your company desires to have positive customer-based brand equity.What has to occur for this to happen?

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta,Olive Garden is using ________ to accomplish this task.

With respect to powerful brand elements,a ________ is an extremely efficient means to build brand equity.The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

Brand equity has five components-differentiation,energy,relevance,esteem,and knowledge.How are these components combined to produce brand strength and brand stature?

Consumers learn about brands through ________ and product marketing programs.

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

List five advantages shared by other strong brands that you will most likely need to emulate to accomplish this objective.

The earliest signs of branding in Europe were the medieval ________ requirement that craftspeople put trademarks on their products.

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Advertising agency Young and Rubicam (Y&R)developed a model of brand equity called Brand Asset Valuator (BAV).What is the intent of the BAV model? List and briefly characterize the five key components (pillars)of brand equity.

Matt always thinks of Die Hard batteries when he thinks of a dependable car battery.This is an example of brand ________.

A brand value chain often does not exist because of an organization's commitment to its service value chain.

Spending on product research,development,and design constitutes investment in the brand value development process.

Irene and Dave Washburn are part of a long-term ________.The Washburn's supply a national research firm with information about their brand habits,preferences,dislikes,and beliefs on a monthly basis for a period of two years.

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

Interbrand shifts in a company's sales are always undesirable.

Dannon has introduced several types of Dannon yogurt ________ through the years-Fruit on the Bottom,All Natural Flavors,and Fruit Blends.

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called category extension of its brand.

If consumers do not demonstrate different responses to different brands within a product category,then the products are essentially commodities or generic versions and competition will probably be based on ________.