Exam 9: Creating Brand Equity

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ of the brand Value chain.

With respect to the "six brand building blocks," ________ describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it.

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

Brand equity can be built by ________, which create(s)equity by linking the brand to other information in memory that conveys meaning to customers.

AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

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

When Honda expanded its brand into such areas as automobiles, snowblowers, and marine engines, it was pursuing a strategy called line extension.

The challenge for marketers in building a strong brand is ________.

With respect to the "six brand building blocks," ________ are customers' emotional responses and reactions with respect to the brand.

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.

Distinguish between brand equity and brand valuation.

A brand that is seen as prototypical of a product category is easy to extend outside the category.

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is an IFB Bosch product, while the other is a newly imported South Korean brand. Adam is not very familiar with the latter and does not hesitate in choosing Bosch. This example implies that ________.

________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

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 the question "Do I know about this brand?"

According to the BRANDZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

The first step in the strategic brand management process is ________.

According to brand asset valuator model, leadership brands show ________.