Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Distinguish between brand equity and brand valuation.

Accepted Answer

According to information provi

Question 3

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps?

Accepted Answer

The steps are in ascending ord

Question 4

There are six criteria used in creating brand elements.The first three can be characterized as "brand building" in terms of how brand equity can be built through the judicious choice of a brand element.The latter three are more "defensive" and are concerned with how the brand equity contained in the brand element can be leveraged and preserved in the face of different opportunities and constraints.List and briefly characterize the six criteria.

Accepted Answer

The six elements are: (1)memor

Question 5

Coca-Cola,Calvin Klein,Gucci,Tommy Hilfiger,Marlboro,and others have become leaders in their product categories by understanding ________ and desires and creating relevant and appealing images around their products.

Accepted Answer

A) consumer perceptions 
B) consumer motivations 
C) consumer behaviors 
D) consumer demographics 
E) consumer market segments 
A) consumer perceptions 
B) consumer motivations 
C) consumer behaviors 
D) consumer demographics 
E) consumer market segments

Question 6

Even if sales of a brand extension are high and meet targets,the revenue may be coming from consumers switching to the extension from existing parent-brand offerings-in effect ________ the parent brand.

Accepted Answer

A) diluting 
B) cannibalizing 
C) reinforcing 
D) eroding 
E) feeding back to 
A) diluting 
B) cannibalizing 
C) reinforcing 
D) eroding 
E) feeding back to

Question 7

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.

Accepted Answer

A) brand salience 
B) brand performance 
C) brand imagery 
D) brand feelings 
E) brand pride 
A) brand salience 
B) brand performance 
C) brand imagery 
D) brand feelings 
E) brand pride

Question 8

Strong brands possess all of the following marketing advantages EXCEPT ________.

Accepted Answer

A) greater loyalty 
B) larger margins 
C) guaranteed profits 
D) improved perceptions of product performance 
E) more elastic consumer response to price decreases 
A) greater loyalty 
B) larger margins 
C) guaranteed profits 
D) improved perceptions of product performance 
E) more elastic consumer response to price decreases

Question 9

The famous "Plop,plop,fizz,fizz! Oh,what a relief it is!" campaign is a good example of what is called a brand ________.

Accepted Answer

A) element 
B) bond 
C) visual 
D) personification 
E) perception 
A) element 
B) bond 
C) visual 
D) personification 
E) perception

Question 10

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

Accepted Answer

A) product licensing 
B) brand extensions 
C) individual-names strategies 
D) brand audits 
E) brand dilutions 
A) product licensing 
B) brand extensions 
C) individual-names strategies 
D) brand audits 
E) brand dilutions

Question 11

With respect to brand revitalization,the primary strategy for recovery is to hire a public relations firm to think of a new image for the firm and its products.

Accepted Answer

A) True 
 B)False

Question 12

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand,the product category,or the market that relates to the marketer's product or service.

Accepted Answer

A) brand value 
B) brand element 
C) brand trait 
D) brand character 
E) brand contact 
A) brand value 
B) brand element 
C) brand trait 
D) brand character 
E) brand contact

Question 13

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

Accepted Answer

A) brand line 
B) brand variant 
C) brand mix 
D) licensed product 
E) subbrand 
A) brand line 
B) brand variant 
C) brand mix 
D) licensed product 
E) subbrand

Question 14

Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding,MBX,and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.

Accepted Answer

A) brand element 
B) brand contact 
C) internal brand 
D) brand salience 
E) brand asset 
A) brand element 
B) brand contact 
C) internal brand 
D) brand salience 
E) brand asset

Question 15

Marketers introduce multiple brands in a category for all of the following reasons EXCEPT ________.

Accepted Answer

A) to increase shelf presence and retailer dependence in the store 
B) to attract consumers seeking variety who may otherwise have switched brands 
C) to increase internal competition within the firm 
D) to yield economies of scale in advertising,sales,and merchandising 
E) to reduce manufacturing costs and complexity 
A) to increase shelf presence and retailer dependence in the store 
B) to attract consumers seeking variety who may otherwise have switched brands 
C) to increase internal competition within the firm 
D) to yield economies of scale in advertising,sales,and merchandising 
E) to reduce manufacturing costs and complexity

Question 16

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) holistic product concept 
B) product concept 
C) service concept 
D) brand 
E) brand image 
A) holistic product concept 
B) product concept 
C) service concept 
D) brand 
E) brand image

Question 17

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

Accepted Answer

A) Personalizing marketing 
B) Segmenting marketing 
C) Brand imagery 
D) Emotionalizing brands 
E) Rationalizing brands 
A) Personalizing marketing 
B) Segmenting marketing 
C) Brand imagery 
D) Emotionalizing brands 
E) Rationalizing brands

Question 18

The strategic brand management process involves four main steps.Which of the following would NOT be among those steps?

Accepted Answer

A) Measuring consumer brand knowledge 
B) Identifying and establishing brand positioning 
C) Planning and implementing brand marketing 
D) Measuring and interpreting brand performance 
E) Growing and sustaining brand value 
A) Measuring consumer brand knowledge 
B) Identifying and establishing brand positioning 
C) Planning and implementing brand marketing 
D) Measuring and interpreting brand performance 
E) Growing and sustaining brand value

Question 19

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements?

Accepted Answer

A) Adaptable 
B) Protectible 
C) Memorable 
D) Likable 
E) Subliminal nature 
A) Adaptable 
B) Protectible 
C) Memorable 
D) Likable 
E) Subliminal nature

Question 20

A company's major enduring asset is ________.

Accepted Answer

A) its leadership 
B) its brand 
C) its culture 
D) its shareholders 
E) its workers 
A) its leadership 
B) its brand 
C) its culture 
D) its shareholders 
E) its workers

Exam 9: Creating Brand Equity

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

Distinguish between brand equity and brand valuation.

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps?

Coca-Cola,Calvin Klein,Gucci,Tommy Hilfiger,Marlboro,and others have become leaders in their product categories by understanding ________ and desires and creating relevant and appealing images around their products.

Even if sales of a brand extension are high and meet targets,the revenue may be coming from consumers switching to the extension from existing parent-brand offerings-in effect ________ the parent brand.

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.

Strong brands possess all of the following marketing advantages EXCEPT ________.

The famous "Plop,plop,fizz,fizz! Oh,what a relief it is!" campaign is a good example of what is called a brand ________.

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

With respect to brand revitalization,the primary strategy for recovery is to hire a public relations firm to think of a new image for the firm and its products.

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand,the product category,or the market that relates to the marketer's product or service.

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

Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding,MBX,and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.

Marketers introduce multiple brands in a category for all of the following reasons EXCEPT ________.

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."

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

The strategic brand management process involves four main steps.Which of the following would NOT be among those steps?

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements?

A company's major enduring asset is ________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters