Exam 9: Creating Brand Equity

The brand audit can be used to set strategic direction for the brand.

David Aaker views brand equity as a set of three categories of brand assets and liabilities linked to a brand that add or subtract from the value provided by a product or service.They include all of the following EXCEPT ________.

At the heart of a successful brand is ________,backed by creatively designed and executed marketing.

If consumers do not demonstrate different responses to different brands within a product category,then the products are essentially commodities or generic versions and competition will probably be based on ________.

Marketers of successful 21st-century brands must excel at ________-the design and implementation of marketing activities and programs to build,measure,and manage brands to maximize their value.

The rapid expansion of ________ has created opportunities to personalize marketing.

With respect to powerful brand elements,a ________ is an extremely efficient means to build brand equity.The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

Coca-Cola,Calvin Klein,Gucci,Tommy Hilfiger,Marlboro,and others have become leaders in their product categories by understanding ________ and desires and creating relevant and appealing images around their products.

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."

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

________ are a means of understanding where,how much,and in what ways brand value is being created,to facilitate day-to-day decision making.

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.

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop an intense,active loyalty

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

If a manager is looking for a "report card" on past performance of a brand,he or she should turn to an examination of the brand ________.

Marketers introduce multiple brands in a category for all of the following reasons EXCEPT ________.

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

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"

A few good illustrations of power brand elements are Nike's "swoosh" logo,the empowering "Just Do It" slogan,and the mythological "Nike" name based on the winged goddess of victory.

If Burton,a maker of snowboard and ski equipment and clothing,decided to introduce a new surfboard and promote it by publicizing favorable ratings from third-party sources such as Surfer or Surfing magazine,the company would be ________ to promote its new product.