Question 1

Brand association is anything directly related to the consumer's memory to a brand.

Accepted Answer

A) True 
 B)False  False

Question 2

Maintaining relevance is the battle to stay associated with the product category in which the customer is interested.

Accepted Answer

A) True 
 B)False  True

Question 3

Proof points are programs, initiatives, and assets that are planned to provide substance to the strategic position.

Accepted Answer

A) True 
 B)False  False

Question 4

Firms dependent on brand association position based on certain attributes are vulnerable to competitor innovation and shouting matches that lead to lost credibility.

Accepted Answer

A) True 
 B)False

Question 5

The three steps of creating a brand identity are _____________, _____________, and _____________.

Accepted Answer

Identifying characteristics th

Question 6

Virgin has extended its brand into dozens of business areas including cola and jeans.

Accepted Answer

A) True 
 B)False

Question 7

Brand identity is a set of current brand associations that the firm aspires to create or maintain.

Accepted Answer

A) True 
 B)False

Question 8

Brand identity serves to drive and guide strategic initiatives throughout organizations, drive the communication program and support the expression of the organization's values and culture.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is not a competitive advantage included in brand loyalty:

Accepted Answer

A)  Reducing marketing costs 
B)  Entry to barrier 
C)  Increased name recall at time of purchase 
D)  Satisfied customer base projects successful product 
E)  Provides time to respond to competitive moves 
A)  Reducing marketing costs 
B)  Entry to barrier 
C)  Increased name recall at time of purchase 
D)  Satisfied customer base projects successful product 
E)  Provides time to respond to competitive moves

Question 10

Brand awareness serves to differentiate brands along a recall/familiarity dimension.

Accepted Answer

A) True 
 B)False

Question 11

Brand awareness does not provide competitive advantages, only key success factors.

Accepted Answer

A) True 
 B)False

Question 12

three types of brand assets are brand awareness, brand equity and brand loyalty.

Accepted Answer

A) True 
 B)False

Question 13

ultimate measure of brand loyalty is that customers will recommend the brand to others.

Accepted Answer

A) True 
 B)False

Question 14

Organizations can increase their likelihood of brand awareness by extending their presence outside the conventional media channels and using methods such as promotions, publicity and sampling.

Accepted Answer

A) True 
 B)False

Question 15

Datsun name was just as strong as the Nissan name four years after the name change primarily because brand awareness is an asset that can be extremely durable and thus sustainable.

Accepted Answer

A) True 
 B)False

Question 16

The strongest brands often offer emotional benefits. They are about the "I feel" statement. Other strong brand benefit offerings are a self-expressive benefits, which are all about the "I am."

Accepted Answer

A) True 
 B)False

Question 17

A strategic imperative is an investment in an asset or program that is essential if the promise to the customers is to be delivered.

Accepted Answer

A) True 
 B)False

Question 18

The extremes on the relevance spectrum are ____________ and ____________. The middle of the spectrum belongs to ____________.

Accepted Answer

Trend neglectors and

Question 19

manage customer loyalty, organizations will measure loyalty of existing customers, manage customer touch points, conduct exit interviews, maintain communication with customers, have a customer culture, measure the lifetime value of a customer, _______________ and _______________.

Accepted Answer

Reward loyal custome

Brand association is anything directly related to the consumer's memory to a brand.

Maintaining relevance is the battle to stay associated with the product category in which the customer is interested.

Proof points are programs, initiatives, and assets that are planned to provide substance to the strategic position.

Firms dependent on brand association position based on certain attributes are vulnerable to competitor innovation and shouting matches that lead to lost credibility.

The three steps of creating a brand identity are _______, _, and _______.

Virgin has extended its brand into dozens of business areas including cola and jeans.

Brand identity is a set of current brand associations that the firm aspires to create or maintain.

Brand identity serves to drive and guide strategic initiatives throughout organizations, drive the communication program and support the expression of the organization's values and culture.

Which of the following is not a competitive advantage included in brand loyalty:

Brand awareness serves to differentiate brands along a recall/familiarity dimension.

Brand awareness does not provide competitive advantages, only key success factors.

three types of brand assets are brand awareness, brand equity and brand loyalty.

ultimate measure of brand loyalty is that customers will recommend the brand to others.

Organizations can increase their likelihood of brand awareness by extending their presence outside the conventional media channels and using methods such as promotions, publicity and sampling.

Datsun name was just as strong as the Nissan name four years after the name change primarily because brand awareness is an asset that can be extremely durable and thus sustainable.

The strongest brands often offer emotional benefits. They are about the "I feel" statement. Other strong brand benefit offerings are a self-expressive benefits, which are all about the "I am."

A strategic imperative is an investment in an asset or program that is essential if the promise to the customers is to be delivered.

The extremes on the relevance spectrum are and . The middle of the spectrum belongs to .

manage customer loyalty, organizations will measure loyalty of existing customers, manage customer touch points, conduct exit interviews, maintain communication with customers, have a customer culture, measure the lifetime value of a customer, _ and _.

Strategic Market Management: an Overview

External and Customer Analysis

Competitor Analysis

Marketsubmarket Analysis

Environmental Analysis and Strategic Uncertainty

Internal Analysis

Creating Advantage, Synergy, and Strategic Philosophies

Alternative Value Propositions

Toward a Strong Brand Relationship

Energizing the Business

Leveraging the Business

Creating New Business

Global Strategies

Setting Priorities for Businesses and Brandsthe Exit, Milk, and Consolidate Options

From Silos to Synergyharnessing the Organization

Filters

Exam 9: Building and Managing Brand Equity

Brand association is anything directly related to the consumer's memory to a brand.

Maintaining relevance is the battle to stay associated with the product category in which the customer is interested.

Proof points are programs, initiatives, and assets that are planned to provide substance to the strategic position.

Firms dependent on brand association position based on certain attributes are vulnerable to competitor innovation and shouting matches that lead to lost credibility.

The three steps of creating a brand identity are _____________, _____________, and _____________.

Virgin has extended its brand into dozens of business areas including cola and jeans.

Brand identity is a set of current brand associations that the firm aspires to create or maintain.

Brand identity serves to drive and guide strategic initiatives throughout organizations, drive the communication program and support the expression of the organization's values and culture.

Which of the following is not a competitive advantage included in brand loyalty:

Brand awareness serves to differentiate brands along a recall/familiarity dimension.

Brand awareness does not provide competitive advantages, only key success factors.

three types of brand assets are brand awareness, brand equity and brand loyalty.

ultimate measure of brand loyalty is that customers will recommend the brand to others.

Organizations can increase their likelihood of brand awareness by extending their presence outside the conventional media channels and using methods such as promotions, publicity and sampling.

Datsun name was just as strong as the Nissan name four years after the name change primarily because brand awareness is an asset that can be extremely durable and thus sustainable.

The strongest brands often offer emotional benefits. They are about the "I feel" statement. Other strong brand benefit offerings are a self-expressive benefits, which are all about the "I am."

A strategic imperative is an investment in an asset or program that is essential if the promise to the customers is to be delivered.

The extremes on the relevance spectrum are ____________ and ____________. The middle of the spectrum belongs to ____________.

manage customer loyalty, organizations will measure loyalty of existing customers, manage customer touch points, conduct exit interviews, maintain communication with customers, have a customer culture, measure the lifetime value of a customer, _______________ and _______________.

Strategic Market Management: an Overview

External and Customer Analysis

Competitor Analysis

Marketsubmarket Analysis

Environmental Analysis and Strategic Uncertainty

Internal Analysis

Creating Advantage, Synergy, and Strategic Philosophies

Alternative Value Propositions

Toward a Strong Brand Relationship

Energizing the Business

Leveraging the Business

Creating New Business

Global Strategies

Setting Priorities for Businesses and Brandsthe Exit, Milk, and Consolidate Options

From Silos to Synergyharnessing the Organization

Filters

The three steps of creating a brand identity are _______, _, and _______.

The extremes on the relevance spectrum are and . The middle of the spectrum belongs to .

manage customer loyalty, organizations will measure loyalty of existing customers, manage customer touch points, conduct exit interviews, maintain communication with customers, have a customer culture, measure the lifetime value of a customer, _ and _.