Question 1

The first place to look in turning around the fortunes of a brand is to reject what the sources of brand equity were to begin with.

Accepted Answer

A) True 
 B)False  False

Question 2

As part of the brand value chain, the customer multiplier determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.

Accepted Answer

A) True 
 B)False  False

Question 3

Unlike brand names, slogans are unable to translate the intent of a marketing program.

Accepted Answer

A) True 
 B)False  False

Question 4

When SISU Inc. rebranded their marketing vitamins and supplements they understood that branding is all about creating differences. Briefly explain the scope of branding and how brand value can be created.

Accepted Answer

To brand a product it is necessary to te

Question 5

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible a challenge, given that no two customers are identical.

Accepted Answer

A)  Rationalizing brands 
B)  Personalizing marketing 
C)  Brand imagery 
D)  Emotionalizing brands 
E)  Segmenting marketing 
A)  Rationalizing brands 
B)  Personalizing marketing 
C)  Brand imagery 
D)  Emotionalizing brands 
E)  Segmenting marketing

Question 6

________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Accepted Answer

A)  Product-driven brand equity 
B)  Function-based brand equity 
C)  Customer-based brand equity 
D)  Mission-driven brand equity 
E)  Service-driven brand equity 
A)  Product-driven brand equity 
B)  Function-based brand equity 
C)  Customer-based brand equity 
D)  Mission-driven brand equity 
E)  Service-driven brand equity

Question 7

Many companies are now introducing __________, which are specific brand lines supplied to specific retailers or distribution channels.

Accepted Answer

A)  branded variants 
B)  brand line 
C)  brand mix 
D)  line extension 
E)  branded house 
A)  branded variants 
B)  brand line 
C)  brand mix 
D)  line extension 
E)  branded house

Question 8

________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.

Accepted Answer

A)  Blitzkrieg 
B)  Attacker 
C)  Flanker 
D)  Defender 
E)  Individual 
A)  Blitzkrieg 
B)  Attacker 
C)  Flanker 
D)  Defender 
E)  Individual

Question 9

Brand dilution occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

Accepted Answer

A) True 
 B)False

Question 10

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

Accepted Answer

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

Question 11

The challenge for marketers in building a strong brand is ________.

Accepted Answer

A)  pricing the product at a point that maximizes sales volume 
B)  ensuring that customers have the right type of experiences with goods and services and marketing programs to create the desired brand knowledge 
C)  minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience 
D)  minimizing the impact of customer brand equity 
E)  avoiding the usage of an established brand to introduce a new product in the market 
A)  pricing the product at a point that maximizes sales volume 
B)  ensuring that customers have the right type of experiences with goods and services and marketing programs to create the desired brand knowledge 
C)  minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience 
D)  minimizing the impact of customer brand equity 
E)  avoiding the usage of an established brand to introduce a new product in the market

Question 12

"Participatory marketing" may be a more appropriate concept than permission marketing.

Accepted Answer

A) True 
 B)False

Question 13

Swiss Army watches is an example of ________.

Accepted Answer

A)  category extension 
B)  brand dilution 
C)  branded variants 
D)  house of brands 
E)  brand mix 
A)  category extension 
B)  brand dilution 
C)  branded variants 
D)  house of brands 
E)  brand mix

Question 14

A company's most enduring asset is its intellectual capital generated by the top officers of the organization.

Accepted Answer

A) True 
 B)False

Question 15

The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time.

Accepted Answer

A)  functional-based brand equity 
B)  product-based brand equity 
C)  mission-driven brand equity 
D)  customer-based brand equity 
E)  service-based brand equity 
A)  functional-based brand equity 
B)  product-based brand equity 
C)  mission-driven brand equity 
D)  customer-based brand equity 
E)  service-based brand equity

Question 16

Under the BRANDZ model of brand strength, the brand objective of bonding is translated to mean "nothing else beats it."

Accepted Answer

A) True 
 B)False

Question 17

________ are those trademarkable devices that serve to identify and differentiate the brand.

Accepted Answer

A)  Brand perception 
B)  Brand tracks 
C)  Brand image 
D)  Brand value 
E)  Brand elements 
A)  Brand perception 
B)  Brand tracks 
C)  Brand image 
D)  Brand value 
E)  Brand elements

Question 18

If an organization has as one of its objectives to collect information from consumers over time, the organization will most likely use a technique called ________ to accomplish the desired objective.

Accepted Answer

A)  nonmetric-multidimensional scaling 
B)  internal branding 
C)  brand visualization 
D)  Likert scaling 
E)  tracking studies 
A)  nonmetric-multidimensional scaling 
B)  internal branding 
C)  brand visualization 
D)  Likert scaling 
E)  tracking studies

Question 19

Both brand equity and ______ emphasize the importance of customer loyalty and the notion that value is created by having as many customers as possible.

Accepted Answer

A)  brand knowledge 
B)  brand image 
C)  customer equity 
D)  brand valuation 
E)  brand resonance 
A)  brand knowledge 
B)  brand image 
C)  customer equity 
D)  brand valuation 
E)  brand resonance

Question 20

In the brand resonance pyramid, the lowest level (e.g., identity: Who are you?) is associated with what is called salience.

Accepted Answer

A) True 
 B)False

Exam 9: Creating Brand Equity

The first place to look in turning around the fortunes of a brand is to reject what the sources of brand equity were to begin with.

As part of the brand value chain, the customer multiplier determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.

Unlike brand names, slogans are unable to translate the intent of a marketing program.

When SISU Inc. rebranded their marketing vitamins and supplements they understood that branding is all about creating differences. Briefly explain the scope of branding and how brand value can be created.

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible a challenge, given that no two customers are identical.

________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Many companies are now introducing __________, which are specific brand lines supplied to specific retailers or distribution channels.

________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.

Brand dilution occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

The challenge for marketers in building a strong brand is ________.

"Participatory marketing" may be a more appropriate concept than permission marketing.

Swiss Army watches is an example of ________.

A company's most enduring asset is its intellectual capital generated by the top officers of the organization.

The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time.

Under the BRANDZ model of brand strength, the brand objective of bonding is translated to mean "nothing else beats it."

________ are those trademarkable devices that serve to identify and differentiate the brand.

If an organization has as one of its objectives to collect information from consumers over time, the organization will most likely use a technique called ________ to accomplish the desired objective.

Both brand equity and ______ emphasize the importance of customer loyalty and the notion that value is created by having as many customers as possible.

In the brand resonance pyramid, the lowest level (e.g., identity: Who are you?) is associated with what is called salience.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Position

Competitive Dynamics

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

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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