Question 1

________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Accepted Answer

A) Mission-driven brand equity 
B) Customer-based brand equity 
C) Product-driven brand equity 
D) Service-driven brand equity 
E) Function-based brand equity 
A) Mission-driven brand equity 
B) Customer-based brand equity 
C) Product-driven brand equity 
D) Service-driven brand equity 
E) Function-based brand equity

Question 2

According to Aaker,a particularly important concept for building brand equity is ________-the unique set of brand associations that represent what the brand stands for and promises to consumers.

Accepted Answer

A) brand knowledge 
B) brand preference 
C) brand identity 
D) brand vision 
E) brandable differences 
A) brand knowledge 
B) brand preference 
C) brand identity 
D) brand vision 
E) brandable differences

Question 3

In the brand resonance pyramid,the lowest level is associated with what is called salience.

Accepted Answer

A) True 
 B)False

Question 4

Brand salience relates to how often and easily the brand is evoked under various purchase or consumption situations.

Accepted Answer

A) True 
 B)False

Question 5

If a brand element has the characteristic of being memorable,the brand is credible and suggestive of its corresponding category.

Accepted Answer

A) True 
 B)False

Question 6

A major advantage of a(n)________ strategy is that the company does not tie its reputation to the product.

Accepted Answer

A) blanket family name 
B) licensing 
C) individual-names 
D) category extension 
E) brand revitalization 
A) blanket family name 
B) licensing 
C) individual-names 
D) category extension 
E) brand revitalization

Question 7

There are five key components-or pillars-of brand equity;one of these components is called knowledge.

Accepted Answer

A) True 
 B)False

Question 8

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

Accepted Answer

A) brand salience 
B) brand performance 
C) brand imagery 
D) brand judgments 
E) brand resonance 
A) brand salience 
B) brand performance 
C) brand imagery 
D) brand judgments 
E) brand resonance

Question 9

Four general strategies can be used in branding.Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies,Kellogg's Raisin Bran,and Kellogg's Corn Flakes?

Accepted Answer

A) Individual names 
B) Blanket family names 
C) Separate family names for all products 
D) Global names for all products 
E) Corporate name combined with individual product names 
A) Individual names 
B) Blanket family names 
C) Separate family names for all products 
D) Global names for all products 
E) Corporate name combined with individual product names

Question 10

Marketers must now "walk the walk" to deliver the brand promise.Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.

Accepted Answer

A) True 
 B)False

Question 11

________ is what drives the differences that manifest themselves in brand equity.

Accepted Answer

A) Brand image 
B) Consumer income 
C) Consumer purchasing power 
D) Consumer knowledge 
E) Brand perception 
A) Brand image 
B) Consumer income 
C) Consumer purchasing power 
D) Consumer knowledge 
E) Brand perception

Question 12

In what ways can brand extensions improve the odds of new-product success?

Accepted Answer

Consumers make inferences and form expec

Question 13

Which of the following is NOT a main secondary source of brand knowledge?

Accepted Answer

A) Other brands 
B) People 
C) Things 
D) Local,state,and federal governments 
E) Places 
A) Other brands 
B) People 
C) Things 
D) Local,state,and federal governments 
E) Places

Question 14

A company's most enduring asset is its intellectual capital generated by the top officers of the organization.

Accepted Answer

A) True 
 B)False

Question 15

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.This is an example of ________.

Accepted Answer

A) leveraging secondary associations 
B) linking internal and external marketing 
C) integration marketing 
D) permission marketing 
E) brand tracking 
A) leveraging secondary associations 
B) linking internal and external marketing 
C) integration marketing 
D) permission marketing 
E) brand tracking

Question 16

Reinforcing brand equity requires innovation and relevance throughout the marketing program.The brand must always be moving forward with new products and messages,regardless of direction.

Accepted Answer

A) True 
 B)False

Question 17

Internal branding is the perceptions and beliefs held by consumers,as reflected in the associations held in consumer memory.

Accepted Answer

A) True 
 B)False

Question 18

An important part of reinforcing brands is providing uniform and unchanging marketing support.

Accepted Answer

A) True 
 B)False

Question 19

Brand knowledge is indicated when the consumer refuses to purchase competitive brands.

Accepted Answer

A) True 
 B)False

Question 20

If a manager is looking for a "report card" on past performance of a brand,he or she should turn to an examination of the brand ________.

Accepted Answer

A) strength 
B) compatibility 
C) stature 
D) image 
E) dominance 
A) strength 
B) compatibility 
C) stature 
D) image 
E) dominance

Exam 9: Creating Brand Equity

________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

According to Aaker,a particularly important concept for building brand equity is ________-the unique set of brand associations that represent what the brand stands for and promises to consumers.

In the brand resonance pyramid,the lowest level is associated with what is called salience.

Brand salience relates to how often and easily the brand is evoked under various purchase or consumption situations.

If a brand element has the characteristic of being memorable,the brand is credible and suggestive of its corresponding category.

A major advantage of a(n)________ strategy is that the company does not tie its reputation to the product.

There are five key components-or pillars-of brand equity;one of these components is called knowledge.

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

Four general strategies can be used in branding.Which of the following strategies is the one used by Kellogg's when it follows a subbranding policy with Kellogg's Rice Krispies,Kellogg's Raisin Bran,and Kellogg's Corn Flakes?

Marketers must now "walk the walk" to deliver the brand promise.Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.

________ is what drives the differences that manifest themselves in brand equity.

In what ways can brand extensions improve the odds of new-product success?

Which of the following is NOT a main secondary source of brand knowledge?

A company's most enduring asset is its intellectual capital generated by the top officers of the organization.

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.This is an example of ________.

Reinforcing brand equity requires innovation and relevance throughout the marketing program.The brand must always be moving forward with new products and messages,regardless of direction.

Internal branding is the perceptions and beliefs held by consumers,as reflected in the associations held in consumer memory.

An important part of reinforcing brands is providing uniform and unchanging marketing support.

Brand knowledge is indicated when the consumer refuses to purchase competitive brands.

If a manager is looking for a "report card" on past performance of a brand,he or she should turn to an examination of the brand ________.

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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