Exam 9: Creating Brand Equity

The premise of ________ models is that the power of a brand lies in what customers have seen,read,learned,thought,and felt about the brand over time.

Which of the following is one of the main ways to measure brand equity

According to Aaker,a particularly important concept for building brand equity is ________-the unique set of brand associations that represent what the brand stands for and promises to consumers.

A company's most enduring asset is its intellectual capital generated by the top officers of the organization.

In the brand resonance pyramid,the lowest level is associated with what is called salience.

A company's major enduring asset is ________.

The most effective advertising strategy for an extension emphasizes the parent brand.

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

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 ________.

Marketers of Mountain Dew created the multicity Dew Action Sports Tour where athletes compete in skateboarding,MBX,and freestyle motocross events to establish a meaningful ________ with its 12-24-year-old target market.

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.

Apple Computer achieves incredible brand loyalty largely by delivering on its ________ to "create great things that change people's lives" by combining superior design functionality and style in its products.

Three pillars that point to the brand's future value,rather than just reflecting its past,are differentiation,energy,and relevance.Differentiation,energy,and relevance combine to determine what is called brand ________.

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

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

Explain the concept of brand equity.

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.Briefly,describe each of these approaches.

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

Customers can now buy Jeep strollers and apparel,which are not manufactured by Jeep,but are instances where Jeep has received payment from the manufacturers of these products to use Jeep's brand name.These items are considered ________.