Exam 9: Creating Brand Equity

Many tactical changes to the marketing program may be necessary to maintain the strategic thrust and direction of the brand,but unless there is some change in the marketing environment,there is little need to deviate from a successful positioning.

What is permission marketing and why does it work?

Although initially an online book seller,Amazon.com chose not to call itself "Books 'R' Us," enabling it eventually to sell a wide range of products.This naming decision makes the brand element more ________.

According to the BRANDZ model of brand strength,brand building involves a sequential series of steps.Which of these steps would address or answer the question,"Do I know about it?"?

For a brand to succeed,marketers must "walk the walk" and ensure that employees and marketing partners do the same.Marketers often must use ________ to motivate those groups to support the brand.

If Burton,a maker of snowboard and ski equipment and clothing,decided to introduce a new surfboard and promote it by publicizing favorable ratings from third-party sources such as Surfer or Surfing magazine,the company would be ________ to promote its new product.

Which of the following is one of the main ways to measure brand equity?

The premise of ________ models is that the power of a brand lies in what customers have seen,read,learned,thought,and felt about the brand over time.

Physical goods,services,and stores can be branded,but ideas and people cannot.

David Aaker views brand equity as a set of three categories of brand assets and liabilities linked to a brand that add or subtract from the value provided by a product or service.They include all of the following EXCEPT ________.

A few good illustrations of power brand elements are Nike's "swoosh" logo,the empowering "Just Do It" slogan,and the mythological "Nike" name based on the winged goddess of victory.

If a brand element can be used to introduce new products in the same or different categories,the brand element is said to be ________.

In essence,brand equity is basically the same concept as brand valuation.

Personalizing marketing is based on the fact that all customers are identical in several ways.

________ is endowing products and services with the power of a brand.

Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.

The quantity of a marketer's investment in brand building is the critical factor in building brand equity,not necessarily the quality.

Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public.Shell promotions,employees,and distributors send a common and consistent message about delivering on Shell promises to Mr.Thomas.Mr.Thomas is most likely experiencing ________.

A marketing manager stresses to a newly hired brand manager the importance of having a strong brand.All of the following would be advantages that the marketing manager might stress to his subordinate EXCEPT ________.

The face of Betty Crocker has been updated several times in the past 75 years without losing any of its brand recognition.This brand element is ________.