Exam 9: Creating Brand Equity

There are six criteria used in creating brand elements. The first three can be characterized as "brand building" in terms of how brand equity can be built through the judicious choice of a brand element. The latter three are more "defensive" and are concerned with how the brand equity contained in the brand element can be leveraged and preserved in the face of different opportunities and constraints. List and briefly characterize the six criteria.

Brand equity has four components-energized differentiation, relevance, esteem, and knowledge. Discuss how these components are combined to produce brand strength and brand stature and their meaning?

Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety). Explain the concept of brand knowledge.

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called

The American Marketing Association defines a brand as "a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Building a unique, clear brand position has enabled Staples Business Depot to become Canada's largest supplier of office supplies and business services. This clear positioning reflects which of the five pillars of brand equity?

Personalizing marketing is based on the fact that all customers are identical in several ways.

According to the BRANDZ model of brand strength, brand building involves a sequential series of steps. Which of these steps would address or answer the question "Do I know about it?"

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

For a brand to succeed, marketers must "walk the walk" and ensure that employees and marketing partners do the same. Marketers often must use ________ to motivate those groups to support the brand.

If no differences in consumer response occur, then the brand-name product can easily be classified as

Most strong brands employ multiple brand elements. Nike has three such powerful brand elements. According to the text, what are those brand elements?

Strong brands possess which one of the following marketing advantages?

Successful brands such as Sony and Nike command ________ and elicit much loyalty.

_________ is about mixing and matching these marketing activities to maximize their individual and collective effects.

According to Ries and Trout, Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, soups, beverages, as well as chocolates and candies.

Internal branding is the perceptions and beliefs held by consumers, as reflected in the associations held in consumer memory.

________ is endowing products and services with the power of a brand.

For real brand value to be created, consumers must be convinced that there are meaningful similarities among brands in a category.

The added value endowed to products and services is called brand equity.