Question 1

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 2

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called line extension.

Accepted Answer

A) True 
 B)False

Question 3

Identify the four pillars of brand equity,according to brand asset valuator model.

Accepted Answer

A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience 
A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience

Question 4

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 5

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

Accepted Answer

A)  Personalized marketing 
B)  Mass customization 
C)  Globalized marketing 
D)  Relationship marketing 
E)  Integrated marketing 
A)  Personalized marketing 
B)  Mass customization 
C)  Globalized marketing 
D)  Relationship marketing 
E)  Integrated marketing

Question 6

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

Accepted Answer

A)  a brand promise 
B)  a brand personality 
C)  a brand identity 
D)  a brand position 
E)  a brand revitalization 
A)  a brand promise 
B)  a brand personality 
C)  a brand identity 
D)  a brand position 
E)  a brand revitalization

Question 7

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 8

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Accepted Answer

A)  brand architecture 
B)  brand position 
C)  brand portfolio 
D)  brand extension 
E)  brand image 
A)  brand architecture 
B)  brand position 
C)  brand portfolio 
D)  brand extension 
E)  brand image

Question 9

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

Accepted Answer

A)  product licensing 
B)  brand extensions 
C)  brand architecture 
D)  brand audits 
E)  brand dilutions 
A)  product licensing 
B)  brand extensions 
C)  brand architecture 
D)  brand audits 
E)  brand dilutions

Question 10

There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles.

Accepted Answer

The four roles are: (1)flankers-or fight

Question 11

Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.

Accepted Answer

A)  brand judgment 
B)  brand imagery 
C)  brand salience 
D)  brand performance 
E)  brand resonance 
A)  brand judgment 
B)  brand imagery 
C)  brand salience 
D)  brand performance 
E)  brand resonance

Question 15

Brand equity can be built by ________,which create(s)equity by linking the brand to other information in memory that conveys meaning to customers.

Accepted Answer

A)  internal marketing 
B)  brand transferability 
C)  secondary associations 
D)  customer alignment 
E)  brand auditing 
A)  internal marketing 
B)  brand transferability 
C)  secondary associations 
D)  customer alignment 
E)  brand auditing

Question 16

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"?

Accepted Answer

A)  resonance 
B)  imagery 
C)  performance 
D)  salience 
E)  judgment 
A)  resonance 
B)  imagery 
C)  performance 
D)  salience 
E)  judgment

Question 17

If a consumer,trying to decide between alternatives,believes that a particular brand delivers acceptable product performance and can be short listed,she is in the ________ level of the brand dynamics pyramid.

Accepted Answer

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

Question 18

Brand equity is essentially the same as brand valuation.

Accepted Answer

A) True 
 B)False

Question 19

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand,the product category,or the market that relates to the marketer's product or service.

Accepted Answer

A)  brand value 
B)  brand personality 
C)  brand trait 
D)  brand character 
E)  brand contact 
A)  brand value 
B)  brand personality 
C)  brand trait 
D)  brand character 
E)  brand contact

Question 20

Physical goods,services,and stores can be branded,but ideas and people cannot.

Accepted Answer

A) True 
 B)False

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

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called line extension.

Identify the four pillars of brand equity,according to brand asset valuator model.

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

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

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

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles.

Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible.

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

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

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.

Brand equity can be built by ________,which create(s)equity by linking the brand to other information in memory that conveys meaning to customers.

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"?

If a consumer,trying to decide between alternatives,believes that a particular brand delivers acceptable product performance and can be short listed,she is in the ________ level of the brand dynamics pyramid.

Brand equity is essentially the same as brand valuation.

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand,the product category,or the market that relates to the marketer's product or service.

Physical goods,services,and stores can be branded,but ideas and people cannot.

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

Exam 8: Creating Brand Equity

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

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called line extension.

Identify the four pillars of brand equity,according to brand asset valuator model.

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

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

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

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles.

Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible.

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

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

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.

Brand equity can be built by ________,which create(s)equity by linking the brand to other information in memory that conveys meaning to customers.

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"?

If a consumer,trying to decide between alternatives,believes that a particular brand delivers acceptable product performance and can be short listed,she is in the ________ level of the brand dynamics pyramid.

Brand equity is essentially the same as brand valuation.

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand,the product category,or the market that relates to the marketer's product or service.

Physical goods,services,and stores can be branded,but ideas and people cannot.

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