Exam 9: Creating Brand Equity

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.

Brand differentiation occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

According to brand asset valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" or "handle" to help consumers grasp what the brand is and what makes it special.

When a parent brand covers a new product within a product category it currently serves, it is called a line extension.

________ are devices that can be trademarked and serve to identify and differentiate the brand.

According to Young and Rubicam's brand asset valuator, a brand's ________ measures how well the brand is regarded and respected.

What valuable functions can brands perform for a firm?

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

According to Ries and Trout, Cadbury suffered from ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, and soups, apart from chocolates and candies.

Research indicates that high-quality brands stretch farther than average-quality brands, although both types of brands have boundaries.

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. Since 1992, his designs have incorporated the shiny, red-lacquered soles that have become his signature. These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands. In accordance with the brand asset valuator model, which of the following components of brand equity has Louboutin fulfilled in the given scenario?

The brand promise will not be delivered unless everyone in the company lives the brand.

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

Assume you are a marketing manager and want to adopt strategic brand management. List the four main steps that you would most likely go through to accomplish this task.

Apple's ipod shuffle is an example of ________.

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?

With respect to the brand building pyramid, the branding objective of developing deep, broad brand awareness corresponds to which of the following "building block levels"?

As a branding manager, you have recommended to your board of directors a corporate policy of umbrella branding. What are the advantages that your company might gain from this?

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