Question 1

To improve employee morale,Miller Brewing has tapped into its brewing heritage to generate some pride and passion.This is an example of internal branding.

Accepted Answer

A) True 
 B)False

Question 2

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions of its various line extensions.Tide could be said to employ a preemptive cannibalization strategy in generating line extensions.What does this mean?

Accepted Answer

In preemptive cannibalization,consumers

Question 3

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing,there are two basic approaches to measuring brand equity.Briefly,describe each of these approaches.

Accepted Answer

The two approaches are: (1)an indirect a

Question 4

Identify the three important principles for internal branding presented in the text.

Accepted Answer

Three important principles for

Question 5

Brand ________ is the added value endowed to products and services.

Accepted Answer

A) loyalty 
B) equity 
C) preference 
D) satisfaction 
E) benefits 
A) loyalty 
B) equity 
C) preference 
D) satisfaction 
E) benefits

Question 6

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Accepted Answer

A) True 
 B)False

Question 7

Scott Bedbury,author of A New Brand World,cites eight principles on which 21st-century branding should be built.List four of those principles.

Accepted Answer

Bedbury's eight principles are: (1)relyi

Question 8

Brand dilution occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

Accepted Answer

A) True 
 B)False

Question 9

According to Scott Bedbury's book,A New Brand World,all of the following are considered to be important principles for 21st-century branding EXCEPT ________.

Accepted Answer

A) consumers will tell you what your brand image should be 
B) relying on brand awareness has become marketing fool's gold 
C) you have to know it before you can grow it 
D) great brands establish enduring customer relationships 
E) all brands need good parents 
A) consumers will tell you what your brand image should be 
B) relying on brand awareness has become marketing fool's gold 
C) you have to know it before you can grow it 
D) great brands establish enduring customer relationships 
E) all brands need good parents

Question 10

Gillette sent 1,000 young males a new,innovative razor product.In return,the company asked the young males to supply their e-mail addresses so future contacts could be initiated.This would be an example of what is called permission marketing.

Accepted Answer

A) True 
 B)False

Question 11

What valuable functions can brands perform for the firm?

Accepted Answer

Brands simplify product handling and tra

Question 12

In its focus on bottom-line financial value,the ________ approach often overlooks the "option value" of brands and their potential to affect future revenues and costs.

Accepted Answer

A) brand equity 
B) brand value chain 
C) customer value 
D) customer equity 
E) brand extension 
A) brand equity 
B) brand value chain 
C) customer value 
D) customer equity 
E) brand extension

Question 13

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Accepted Answer

A) Personalizing marketing 
B) Individualizing marketing 
C) Globalizing marketing 
D) Institutionalizing marketing 
E) Integration marketing 
A) Personalizing marketing 
B) Individualizing marketing 
C) Globalizing marketing 
D) Institutionalizing marketing 
E) Integration marketing

Question 14

Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

Accepted Answer

The steps would be: (1)identifying and e

Question 15

If your marketing manager asked you to design and implement a brand value chain,explain what you have been asked to do.

Accepted Answer

The brand value chain is a structured ap

Question 16

Many firms use ________ in order to take advantage of corporate-image associations such as innovativeness,expertise,and trustworthiness to directly influence consumer evaluations.

Accepted Answer

A) separate family names for all products 
B) individual names for each product 
C) blanket family names 
D) brand revitalization 
E) the brand discount rate 
A) separate family names for all products 
B) individual names for each product 
C) blanket family names 
D) brand revitalization 
E) the brand discount rate

Question 17

The brand promise will not be delivered unless everyone in the company lives the brand.

Accepted Answer

A) True 
 B)False

Question 18

Brand imagery is the consumers' emotional responses and reactions with respect to the brand.

Accepted Answer

A) True 
 B)False

Question 19

As a brand manager you would like to have your brand (brand name)to be protectible.Explain what you mean by "protectible" and give an illustration.

Accepted Answer

As a brand manager you would need to con

Question 20

Explain the concept of brand equity.

Accepted Answer

Brand equity is the added value endowed

Exam 9: Creating Brand Equity

To improve employee morale,Miller Brewing has tapped into its brewing heritage to generate some pride and passion.This is an example of internal branding.

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions of its various line extensions.Tide could be said to employ a preemptive cannibalization strategy in generating line extensions.What does this mean?

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing,there are two basic approaches to measuring brand equity.Briefly,describe each of these approaches.

Identify the three important principles for internal branding presented in the text.

Brand ________ is the added value endowed to products and services.

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Scott Bedbury,author of A New Brand World,cites eight principles on which 21st-century branding should be built.List four of those principles.

Brand dilution occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

According to Scott Bedbury's book,A New Brand World,all of the following are considered to be important principles for 21st-century branding EXCEPT ________.

Gillette sent 1,000 young males a new,innovative razor product.In return,the company asked the young males to supply their e-mail addresses so future contacts could be initiated.This would be an example of what is called permission marketing.

What valuable functions can brands perform for the firm?

In its focus on bottom-line financial value,the ________ approach often overlooks the "option value" of brands and their potential to affect future revenues and costs.

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Assume you are a marketing manager that wishes pursue a process of strategic brand management.List the four main steps that you would most likely go through to accomplish this task.

If your marketing manager asked you to design and implement a brand value chain,explain what you have been asked to do.

Many firms use ________ in order to take advantage of corporate-image associations such as innovativeness,expertise,and trustworthiness to directly influence consumer evaluations.

The brand promise will not be delivered unless everyone in the company lives the brand.

Brand imagery is the consumers' emotional responses and reactions with respect to the brand.

As a brand manager you would like to have your brand (brand name)to be protectible.Explain what you mean by "protectible" and give an illustration.

Explain the concept of brand equity.

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

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