Exam 8: Creating Brand Equity

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

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

Marketers must judge each potential brand extension by how effectively it leverages existing brand equity from the parent brand,as well as how effectively,in turn,it contributes to the parent brand's equity.

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

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps convey the message "Nothing else beats this brand"?

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

A ________ consists of all products?original as well as line and category extensions?sold under a particular 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.

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

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

Apple's ipod shuffle is an example of ________.

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

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

When a consumer expresses thoughts,feelings,images,experiences,beliefs associated with the brand,the consumer is expressing ________.

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 or answer the question "Does this brand offer me something?"

If consumers can easily recall and recognize a brand element,the brand element is said to be ________.

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Intrabrand shifts in a company's sales are always undesirable.

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

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?