Exam 9: Creating Brand Equity

According to Seth Godin, marketers can no longer use ________. Instead, marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

________ consists of activities and processes that help inform and inspire employees about brands.

How does the American Marketing Association (AMA) define the term brand?

What does it take for brand strategies to be successful in creating brand value?

Eaton's is a Canadian brand that has failed to reinforce brand equity and, consequently, disappeared from the marketplace. Using your knowledge of brand reinforcement, explain what went wrong.

The decision as to how to brand new products is especially critical. When a firm introduces a new product, it has three main choices. What are those choices?

The marketer's vision of what the brand must be and do for consumers is called a brand promise.

Brand equity can be built by linking the brand to other information in memory that conveys meaning to customers.

Marketers of successful twenty-first-century brands must excel at ________ the design and implementation of marketing activities and programs to build, measure, and manage brands to maximize their value.

________ is what drives the differences that manifest themselves in brand equity.

In 2009, the most valuable brand in the world was Microsoft.

Define brand equity.

Brand-tracking studies collect quantitative data from consumers over time.

Describe the meaning and function of a brand audit.

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

As a brand manager you would like to have your brand (brand name) to be protectable. Explain what you mean by "protectable" and give an illustration.

A brand may be linked to certain source factors. It can be linked to countries or other geographical regions through

Explain the concept of brand resonance and discuss how MasterCard built its brand resonance.

Successful brand command a price premium and elicit much loyalty.

When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand