Exam 9: Creating Brand Equity

As a branding manager, you have recommended to your board of directors a corporate policy of company brand name branding. Write a brief statement outlining the advantages of blanket family branding.

Explain how the concept of brand contact is influencing the design of holistic marketing activities.

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing, there are two basic approaches to measuring brand equity. As a brand manager, your job is to recommend one or both of these approaches and how it can be done.

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when Concrobium carefully chose the blue and green colours that characterize both its products and website?

Brand salience relates to how often and easily the brand is evoked under various purchase or consumption situations.

Mark Thomas has observed that Shell delivers on its promises to supply the best gasoline possible to the driving public. Shell promotions, employees, and distributors send a common and consistent message about delivering on Shell promises to Mr. Thomas. A good term that describes what occurs when customers experience the company as delivering on its brand promise is

Identify the three important principles for internal branding.

There are a number of specific roles brands can play as part of a brand portfolio. List and briefly describe the four roles described in the text.

Any time a consumer thinks of a dependable car battery that might be needed in an emergency situation such as a snow storm, the consumer thinks first of Die Hard batteries. This would be an example of what is called brand ________.

Marketers must now "walk the walk" to deliver the brand promise. Often internal branding is necessary to make sure that all employees assist in meeting the brand promise.