Exam 9: Creating Brand Equity

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

Which of the following value creation processes means translating milestones into symbols and artifacts?

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.

To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Competitive superiority and channel support are factors that influence the ________ of the brand value chain.

List the six criteria used in creating brand elements.

Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings in effect ________ the parent brand.

Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing multiple brands in a category.

According to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?

The hallmark of an optimal brand portfolio is ________.

How does the American Marketing Association (AMA)define the term brand?

According to brand asset valuator model, esteem and knowledge, the two pillars of brand equity together create ________, a "report card" on past performance and a current indicator of current value.

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?

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

Modifying a brand to suit group-level or individual needs is called staking.

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

A ________ is a set of all brand lines that a particular seller makes.

Brand imagery is a consumer's emotional response and reaction with respect to the brand.

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

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good resulting in positive brand contact. Mark is most likely experiencing ________.