Exam 9: Creating Brand Equity

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta, Olive Garden is using ________ to accomplish this task.

Douglas Holt believes that for companies to build iconic leadership brands, they must assemble

Brand imagery is the consumers' emotional responses and reactions with respect to the brand.

The challenge for marketers is to develop activities and programs that help consumers move down the BrandDynamics pyramid.

With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

Explain the concept of brand equity.

The MasterCard "priceless" ad campaign is a good example of brand duality. Two advantages of the brand are demonstrated in this campaign. What are those advantages?

A few good illustrations of powerful brand elements are Nike's "swoosh" logo, the empowering "Just Do It" slogan, and the mythological "Nike" name based on the winged goddess of victory.

A brand contact is defined as any information-bearing experience a customer or prospect has with a brand.

When a firm uses an established brand to introduce a new product, it is called a(n)

Consumers will grant or not grant permission for where they believe a brand should go. What was the reason behind the failure of new products such as Cracker Jack cereal and Frito-Lay lemonade?

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

Two pillars that point to the brand's future value, rather than just reflecting its past, are differentiation and relevance. Differentiation and relevance combine to determine what is called brand

While some prominent and admired brands have fallen on hard times and disappeared, others have made impressive comebacks. What does it take to successfully turn brand fortune around?

Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.

________ has the job of estimating the total financial value of the brand.

If a brand element has the characteristic of being memorable, it is said to mean that the brand is credible and suggestive of its corresponding category.

As a marketing manager, you have made a commitment to having a strong brand. List five advantages shared by other strong brands that you will most likely have to emulate to accomplish this objective.

Brands must create strong, favourable, and unique brand associations with customers, as has been the case with Volvo (safety), Hallmark (________), and Harley-Davidson (adventure).

According to the BRANDZ model of brand strength, brand building involves a series of five sequential steps. Relate these steps to a brand that you purchase frequently. Which stage are you at in your relationship with the brand?