Exam 9: Creating Brand Equity

A company's major enduring asset is ________.

The role of ________ in the brand portfolio often may be to attract customers to the brand franchise. Trading up will often occur with this type of brand.

The brand audit is particularly useful background for managers as they set up a marketing plan.

The American Marketing Association defines a ________ 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."

Consumers learn about brands through ________ and product marketing programs.

The brand promise will not be delivered unless everyone in the company lives the brand.

The likability of brand elements may also increase awareness and associations.

A __________ is the set of all brand lines that a particular seller makes available to buyers.

When Honda expanded its brand into such areas as automobiles, motorcycles, snowblowers, lawnmowers, marine engines, and snowmobiles, it was pursuing a strategy called category extension of its brand.

If your marketing manager asked you to design and implement a brand value chain, explain what you have been asked to do.

One of the selection criteria for creating a successful brand element is that it should be protectable.

Volvo is a good illustration of a company that has been successful in defending its brand equity. However, when Volvo deviated from its brand heritage, sales slumped. What is the key concept on which the Volvo brand was built and, when reinforced, eventually revived the company's slumping sales?

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. List and briefly characterize the six components of the brand resonance pyramid.

Brand equity tends to emphasize strategic issues in managing brands and creating and leveraging brand awareness and ________ with customers.

Your company desires to have positive customer-based brand equity. What has to occur for this to happen?

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

A classic case of a company using a slogan to build brand equity is that of "RONA-the Canadian how-to people."

A company such as Nestle bases its growth on acquiring and building rich brand portfolios. If you were tasked with deciding which new brands Nestle should acquire, you would have to be able to distinguish between brand equity and brand valuation. Explain these terms.

Brand value calculation is the first step in Interbrand's brand valuation process and assesses purchase price, volume, and frequency.

One of the advantages enjoyed by a brand is how aesthetically appealing its products are perceived to be. Which of the following brand element choice criteria matches Flikr photo sharing's playful URL name?