Question 1

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

Accepted Answer

A) True 
 B)False

Question 2

Starbucks introduced ice creams in the same flavors as the frappucinos it sold in its coffee shops. This is an example of ________.

Accepted Answer

A)  brand dilution 
B)  cobranding 
C)  brand variants 
D)  category extension 
E)  brand harmonization 
A)  brand dilution 
B)  cobranding 
C)  brand variants 
D)  category extension 
E)  brand harmonization

Question 3

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

Accepted Answer

A)  advantage 
B)  relevance 
C)  bonding 
D)  performance 
E)  presence 
A)  advantage 
B)  relevance 
C)  bonding 
D)  performance 
E)  presence

Question 4

Identify and describe the four value stages of the brand value chain.

Accepted Answer

The brand value creation process begins

Question 5

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Accepted Answer

A)  memorable 
B)  meaningful 
C)  likeable 
D)  transferable 
E)  adaptable 
A)  memorable 
B)  meaningful 
C)  likeable 
D)  transferable 
E)  adaptable

Question 6

________ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making.

Accepted Answer

A)  Internal marketing campaigns 
B)  Brand portfolio audits 
C)  Brand value chains 
D)  Sales cycles 
E)  Brand-tracking studies 
A)  Internal marketing campaigns 
B)  Brand portfolio audits 
C)  Brand value chains 
D)  Sales cycles 
E)  Brand-tracking studies

Question 7

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

Accepted Answer

A)  staking 
B)  badging 
C)  evangelizing 
D)  justifying 
E)  milestoning 
A)  staking 
B)  badging 
C)  evangelizing 
D)  justifying 
E)  milestoning

Question 8

Define brand variants.

Accepted Answer

Brand variants are specific br

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

Starbucks introduced ice creams in the same flavors as the frappucinos it sold in its coffee shops. This is an example of ________.

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

Identify and describe the four value stages of the brand value chain.

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

________ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making.

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

Define brand variants.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters

Exam 9: Creating Brand Equity

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

Starbucks introduced ice creams in the same flavors as the frappucinos it sold in its coffee shops. This is an example of ________.

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

Identify and describe the four value stages of the brand value chain.

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

________ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making.

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

Define brand variants.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters