Exam 9: Creating Brand Equity

The famous "RONA-the Canadian how-to people" is a good example of what is called a brand

Assume that you are marketing manager attempting to explain the concept of brand equity to a new employee in your department. What would be your explanation?

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

According to 2009 Brand Value estimates, ________ was ranked number-one in the world with a brand value of $68.7 billion.

There are three key ingredients of brand equity; one of these ingredients is called knowledge.

Brand loyalty seldom translates into a willingness to pay a higher price.

General Mills markets several different brands with different names such as Bisquick, Old El Paso, Wheaties, and Yoplait. This is a(n) ________ strategy.

A brand manager is concerned that his organization's brand image and physical sales are slipping in the marketplace. The manager has decided to query consumers about the health of the brand and try to discover ways to leverage the brand's equity. Which of the following terms will most likely provide the structure and process for the manager's investigation?

All integrated marketing activities can be evaluated in terms of the effectiveness and efficiency with which they affect brand awarenesss and create, maintain, or strengthen brand image.

If a manager is looking for a "report card" on past performance of a brand, he or she should turn to an examination of the brand

There are three main sets of brand-equity drivers. To which set does the positioning strategy for Juicy Couture belong?

A parent brand that is associated with multiple products through brand extensions is also called a(n)________.

Marketing dollars spent annually on goods and services should be thought of as investments in

Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offerings in effect ________ the parent brand.

There are four key components of brand equity. Which of those components or pillars measures the breadth of a brand's appeal?

Burton, makers of snowboards, introduced a new surfboard called "The Dominator". In creating the marketing program to support this new product, Burton could leverage secondary brand knowledge. If Burton secured the endorsement of a top professional surfer, they would be linking to which particular type of source?

With respect to the brand resonance pyramid, at which of the following "building block levels" would we expect the consumer to have developed an intense, active loyalty?

Brand equity can be measured in two ways. Which of the following would be a good representation of the direct approach?

The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality.

Scott Bedbury, author of A New Brand World, cites eight principles on which twenty-first-century branding should be built. List four of those principles and apply them to the Starbucks brand.