Exam 9: Creating Brand Equity

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Can this brand deliver?"

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

The decision as to how to brand new products is especially critical. When a firm introduces a new product, it has three main choices. What are those choices?

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

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

If a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short listed, she is in the ________ level of the brand dynamics pyramid.

Brand equity can be built by linking the brand to sources, such as channels of distribution as well as to other brands.

The introduction of diet coke by the Coca Cola Company is an example of ________.

What is positive customer-based brand equity?

According to the brand asset valuator model, strong new brands show ________.

Describe the meaning and function of a brand audit.

A ________ is a specialized group of consumers and employees whose identification and activities focus around the brand.

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand.

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

Brand equity is essentially the same as brand valuation.

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

A parent brand that is associated with multiple products through brand extensions is also called a(n)________.

The most effective advertising strategy for an extension emphasizes the parent brand.

Brand equity arises from unanimity in consumer response.

Brand salience ________.