Question 1

The brand audit can be used to set strategic direction for the brand.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  Brand tracking 
B)  Brand auditing 
C)  Brand equity 
D)  Brand valuation 
E)  Brand harmonization 
A)  Brand tracking 
B)  Brand auditing 
C)  Brand equity 
D)  Brand valuation 
E)  Brand harmonization

Question 3

Describe the function of brand tracking studies.

Accepted Answer

To understand how the sources and outcom

Question 4

The first step in the strategic brand management process is ________.

Accepted Answer

A)  measuring consumer brand loyalty 
B)  identifying and establishing brand positioning 
C)  planning and implementing brand marketing 
D)  measuring and interpreting brand performance 
E)  growing and sustaining brand value 
A)  measuring consumer brand loyalty 
B)  identifying and establishing brand positioning 
C)  planning and implementing brand marketing 
D)  measuring and interpreting brand performance 
E)  growing and sustaining brand value

Question 5

________ consists of activities and processes that help inform and inspire employees about brands.

Accepted Answer

A)  Internal branding 
B)  Personal branding 
C)  Individual branding 
D)  External branding 
E)  Co-branding 
A)  Internal branding 
B)  Personal branding 
C)  Individual branding 
D)  External branding 
E)  Co-branding

Question 6

Brand ________ is the added value endowed to products and services.

Accepted Answer

A)  loyalty 
B)  equity 
C)  preference 
D)  identity 
E)  licensing 
A)  loyalty 
B)  equity 
C)  preference 
D)  identity 
E)  licensing

Question 7

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

Accepted Answer

A)  choosing the right moment to capture employees' attention and imagination 
B)  furnishing energizing and informative internal communication 
C)  bringing the brand alive for employees 
D)  linking internal and external marketing 
E)  understanding how brand communities work 
A)  choosing the right moment to capture employees' attention and imagination 
B)  furnishing energizing and informative internal communication 
C)  bringing the brand alive for employees 
D)  linking internal and external marketing 
E)  understanding how brand communities work

Question 8

Adam wants to buy a washing machine and is looking for something that is not too expensive.When he goes to make the purchase,he finds there are two options that meet his requirements.One is an IFB Bosch product,while the other is a newly imported South Korean brand.Adam is not very familiar with the latter and does not hesitate in choosing Bosch.This example implies that ________.

Accepted Answer

A)  the imported brand will not survive the competition from Bosch 
B)  Bosch has a positive customer brand equity 
C)  the South Korean company has a low advertising budget 
D)  the imported brand is unreliable 
E)  the Bosch washing machine has better features than the imported brand 
A)  the imported brand will not survive the competition from Bosch 
B)  Bosch has a positive customer brand equity 
C)  the South Korean company has a low advertising budget 
D)  the imported brand is unreliable 
E)  the Bosch washing machine has better features than the imported brand

Question 9

Describe the meaning and function of a brand audit.

Accepted Answer

To better understand the sources of bran

Question 10

According to the BrandZ model,"Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Accepted Answer

A) True 
 B)False

Question 11

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 ________.

Accepted Answer

A)  brand alliance 
B)  brand essence 
C)  brand harmonization 
D)  brand parity 
E)  brand bonding 
A)  brand alliance 
B)  brand essence 
C)  brand harmonization 
D)  brand parity 
E)  brand bonding

Question 12

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.The brand caters to an elite clientele whose satisfaction with the brand has always been evident.Apart from being high-end,Louboutin footwear signifies power in elite social circles.Celebrities are often seen sporting "Loubs" at special occasions,such as movie premieres.This has resulted in people associating Louboutin footwear with class and power.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

Accepted Answer

A)  knowledge 
B)  energized differentiation 
C)  esteem 
D)  advantage 
E)  presence 
A)  knowledge 
B)  energized differentiation 
C)  esteem 
D)  advantage 
E)  presence

Question 13

When a firm uses an established brand to introduce a new product,it is called a ________.

Accepted Answer

A)  brand harmonization 
B)  brand valuation 
C)  brand extension 
D)  brand positioning 
E)  brand parity 
A)  brand harmonization 
B)  brand valuation 
C)  brand extension 
D)  brand positioning 
E)  brand parity

Question 14

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

Accepted Answer

A)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still 
B)  high relevance-appropriateness of brand's appeal-a lower level of energy and differentiation, and even lower knowledge 
C)  high levels on energy, differentiation, relevance, knowledge, and esteem 
D)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still 
E)  high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation 
A)  higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still 
B)  high relevance-appropriateness of brand's appeal-a lower level of energy and differentiation, and even lower knowledge 
C)  high levels on energy, differentiation, relevance, knowledge, and esteem 
D)  higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still 
E)  high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation

Question 15

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Accepted Answer

A)  the associations indirectly transferred to the brand by linking it to a place or thing 
B)  the product and all accompanying marketing activities and supporting marketing programs 
C)  the initial choices for the brand elements or identities making up the brand 
D)  the profitability associated with brand development 
E)  the service and all accompanying marketing activities and programs 
A)  the associations indirectly transferred to the brand by linking it to a place or thing 
B)  the product and all accompanying marketing activities and supporting marketing programs 
C)  the initial choices for the brand elements or identities making up the brand 
D)  the profitability associated with brand development 
E)  the service and all accompanying marketing activities and programs

Question 16

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?

Accepted Answer

A)  energized differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  advantage 
A)  energized differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  advantage

Question 17

Brand equity arises from unanimity in consumer response.

Accepted Answer

A) True 
 B)False

Question 18

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 "Can this brand deliver?"

Accepted Answer

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

Question 19

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 the question "Do I know about this brand?"

Accepted Answer

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

Question 20

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Accepted Answer

A)  differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  value 
A)  differentiation 
B)  relevance 
C)  esteem 
D)  knowledge 
E)  value

The brand audit can be used to set strategic direction for the brand.

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

Describe the function of brand tracking studies.

The first step in the strategic brand management process is ________.

________ consists of activities and processes that help inform and inspire employees about brands.

Brand ________ is the added value endowed to products and services.

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

Describe the meaning and function of a brand audit.

According to the BrandZ model,"Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

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 ________.

When a firm uses an established brand to introduce a new product,it is called a ________.

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

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Brand equity arises from unanimity in consumer response.

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 "Can this brand deliver?"

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 the question "Do I know about this brand?"

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

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

Managing Marketing in the Global Economy

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Exam 8: Creating Brand Equity

The brand audit can be used to set strategic direction for the brand.

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

Describe the function of brand tracking studies.

The first step in the strategic brand management process is ________.

________ consists of activities and processes that help inform and inspire employees about brands.

Brand ________ is the added value endowed to products and services.

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

Describe the meaning and function of a brand audit.

According to the BrandZ model,"Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

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 ________.

When a firm uses an established brand to introduce a new product,it is called a ________.

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

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Brand equity arises from unanimity in consumer response.

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 "Can this brand deliver?"

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 the question "Do I know about this brand?"

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

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

Managing Marketing in the Global Economy

Filters