Question 1

Keller's brand scorecard measures the brand's performance on the following questions?

Accepted Answer

A)  Brand coolness 
B)  Brand relevance 
C)  Brand authenticity 
D)  Brand stature 
A)  Brand coolness 
B)  Brand relevance 
C)  Brand authenticity 
D)  Brand stature

Question 2

Sentiment analysis is a tool to understand what about the brand?

Accepted Answer

A)  How users talk about the brand 
B)  How non-users represent the brand and its users 
C)  The strength of feeling towards the brand 
D)  All of these 
A)  How users talk about the brand 
B)  How non-users represent the brand and its users 
C)  The strength of feeling towards the brand 
D)  All of these

Question 3

Measuring brand associations involves which of the following?

Accepted Answer

A)  Only quantitative research 
B)  Only qualitative research 
C)  Qualitative followed by quantitative research 
D)  Quantitative followed by qualitative research 
A)  Only quantitative research 
B)  Only qualitative research 
C)  Qualitative followed by quantitative research 
D)  Quantitative followed by qualitative research

Question 4

When a brand is said to be commoditized, what does this refer to?

Accepted Answer

A)  The brand is sold everywhere. 
B)  The brand has reached the pinnacle of equity. 
C)  The user associates the brand with a narrow functional need. 
D)  All of these. 
A)  The brand is sold everywhere. 
B)  The brand has reached the pinnacle of equity. 
C)  The user associates the brand with a narrow functional need. 
D)  All of these.

Question 5

Quantitative measures of brand associations must do which of the following?

Accepted Answer

A)  Measure how users view the brand across a large sample 
B)  Compare your brand against its competitors 
C)  Collect demographic information on users 
D)  All of these 
A)  Measure how users view the brand across a large sample 
B)  Compare your brand against its competitors 
C)  Collect demographic information on users 
D)  All of these

Question 6

What are measures of brand equity?

Accepted Answer

A)  Financial valuation measures such as Brandz 
B)  Measures of top of mind awareness, recall and recognition 
C)  Tracking of core associations 
D)  All of these 
A)  Financial valuation measures such as Brandz 
B)  Measures of top of mind awareness, recall and recognition 
C)  Tracking of core associations 
D)  All of these

Question 7

Using the brand asset valuator, how would you classify the Kodak brand (covered in Chapter 3)?

Accepted Answer

A)  New or unfocused 
B)  Niche 
C)  Leadership 
D)  Commoditization 
A)  New or unfocused 
B)  Niche 
C)  Leadership 
D)  Commoditization

Question 8

The first brand a consumer lists when asked to write down all the brands they know within a category represents what?

Accepted Answer

A)  Brand salience 
B)  Top of mind awareness 
C)  Recall 
D)  Aided recognition 
A)  Brand salience 
B)  Top of mind awareness 
C)  Recall 
D)  Aided recognition

Question 9

Top of mind awareness is a measure of what?

Accepted Answer

A)  Your preferred brand in the category 
B)  Your gut feeling of a brand's relationship to the category 
C)  A brand you hold strong feelings about 
D)  All of these 
A)  Your preferred brand in the category 
B)  Your gut feeling of a brand's relationship to the category 
C)  A brand you hold strong feelings about 
D)  All of these

Question 10

Helping users get more out of their brand through education sessions or videos encourages what type of engagement?

Accepted Answer

A)  Behavioural 
B)  Cognitive 
C)  Emotional 
D)  All of these 
A)  Behavioural 
B)  Cognitive 
C)  Emotional 
D)  All of these

Question 11

Which of the following are big data tools?

Accepted Answer

A)  Behavioural analytics 
B)  Data mining 
C)  Real time analytics 
D)  All of these 
A)  Behavioural analytics 
B)  Data mining 
C)  Real time analytics 
D)  All of these

Question 12

When you ask consumers to list down all the brands they know within a category, what are you measuring?

Accepted Answer

A)  Recognition 
B)  Top of mind awareness 
C)  Commoditization 
D)  Recall 
A)  Recognition 
B)  Top of mind awareness 
C)  Commoditization 
D)  Recall

Question 13

Aided recall is a weak form of salience. Is it of no value?

Accepted Answer

A)  No, it shows your marketing is working. 
B)  Yes, the consumer knows nothing about your brand. 
C)  No, the consumer is just faced with too much choice. 
D)  Yes, why waste any more time on this brand. 
A)  No, it shows your marketing is working. 
B)  Yes, the consumer knows nothing about your brand. 
C)  No, the consumer is just faced with too much choice. 
D)  Yes, why waste any more time on this brand.

Keller's brand scorecard measures the brand's performance on the following questions?

Sentiment analysis is a tool to understand what about the brand?

Measuring brand associations involves which of the following?

When a brand is said to be commoditized, what does this refer to?

Quantitative measures of brand associations must do which of the following?

What are measures of brand equity?

Using the brand asset valuator, how would you classify the Kodak brand (covered in Chapter 3)?

The first brand a consumer lists when asked to write down all the brands they know within a category represents what?

Top of mind awareness is a measure of what?

Helping users get more out of their brand through education sessions or videos encourages what type of engagement?

Which of the following are big data tools?

When you ask consumers to list down all the brands they know within a category, what are you measuring?

Aided recall is a weak form of salience. Is it of no value?

Brands and Branding

Brand Users

Brand Equity

Creating New Brands

Brand Consistency

Managing Brand Growth

Brand Relevance

Communal Branding

Globalisation and Branding

Ethics and Brand Purpose

Managing Brand Crisis

Filters

Exam 4: Data, Insights and Measurement

Keller's brand scorecard measures the brand's performance on the following questions?

Sentiment analysis is a tool to understand what about the brand?

Measuring brand associations involves which of the following?

When a brand is said to be commoditized, what does this refer to?

Quantitative measures of brand associations must do which of the following?

What are measures of brand equity?

Using the brand asset valuator, how would you classify the Kodak brand (covered in Chapter 3)?

The first brand a consumer lists when asked to write down all the brands they know within a category represents what?

Top of mind awareness is a measure of what?

Helping users get more out of their brand through education sessions or videos encourages what type of engagement?

Which of the following are big data tools?

When you ask consumers to list down all the brands they know within a category, what are you measuring?

Aided recall is a weak form of salience. Is it of no value?

Brands and Branding

Brand Users

Brand Equity

Creating New Brands

Brand Consistency

Managing Brand Growth

Brand Relevance

Communal Branding

Globalisation and Branding

Ethics and Brand Purpose

Managing Brand Crisis

Filters