Exam 9: Creating Brand Equity

Describe the meaning and function of a brand audit.

________ is the job of estimating the total financial value of the brand.

As a branding manager,you have recommended to your board of directors a corporate policy of blanket family branding.Write a brief statement outlining the advantages of blanket family branding.

Three pillars that point to the brand's future value,rather than just reflecting its past,are differentiation,energy,and relevance.Differentiation,energy,and relevance combine to determine what is called brand ________.

During the Pepsi Challenge campaign,launched while Coke was clearly the market leader by sales,consumers were given blind taste tests of Pepsi and Coke and asked which flavor they preferred.Apparently,people preferred the taste of Pepsi in blind taste tests,but bought Coke when they visited the store.This is an example of Coke's ________.

Tracking studies collect information from consumers on a routine basis over time.

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called ________.

Identify and define the two general categories into which brand extensions fall.

Distinguish between brand identity and brand image.

One of the selection criteria for creating a successful brand element is that it should be protectible.

The hallmark of an optimal brand portfolio is ________.

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop an intense,active loyalty?

When a firm uses an established brand to introduce a new product,it is called a________.

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Under the BRANDZ model of brand strength,customers who are bonded to the brand believe "nothing else beats it."

Because consumers have not fundamentally changed in recent years,neither have the strategies and tactics behind marketing programs.

________ are those trademarkable devices that serve to identify and differentiate the brand.

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

Consumers may evaluate identical products differently depending on how they are branded.

A brand manager is concerned that his organization's brand image and physical sales are slipping in the marketplace.The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand's equity.Which of the following terms will most likely provide the structure and process for the manager's investigation?