Exam 9: Creating Brand Equity

At the heart of a successful brand is ________,backed by creatively designed and executed marketing.

Apple Computer achieves incredible brand loyalty largely by delivering on its ________ to "create great things that change people's lives" by combining superior design functionality and style in its products.

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

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Describe the role of brands from a customer perspective.

Brand resonance is associated with how a brand name sounds when said by spokespersons or consumers.

A parent brand that is associated with multiple products through brand extensions can also be called a ________.

Marketers of successful 21st-century brands must excel at ________-the design and implementation of marketing activities and programs to build,measure,and manage brands to maximize their value.

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid.List and briefly characterize the six components of the brand resonance pyramid.

Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety).Explain the concept of brand knowledge.

According to Ries and Trout,Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes,powdered milk,and soups,as well as chocolates and candies.

There are five key components-or pillars-of brand equity.Which of those components or pillars measures the breadth of a brand's appeal?

Brand names are not the only important brand element.Often,________,the more important it is that brand elements capture the brand's intangible characteristics.

Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.

The rapid expansion of ________ has created opportunities to personalize marketing.

Customers can now buy Jeep strollers and apparel,which are not manufactured by Jeep,but are instances where Jeep has received payment from the manufacturers of these products to use Jeep's brand name.These items are considered ________.

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

When a consumer expresses thoughts,feelings,images,experiences,beliefs,and so on that become associated with the brand,the consumer is expressing brand ________.

Kisses candy are considered to be a subbrand of Hershey,the manufacturer.

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