Exam 9: Creating Brand Equity

Brand dilution occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand.

Even if sales of a brand extension are high and meet targets,the revenue may be coming from consumers switching to the extension from existing parent-brand offerings-in effect ________ the parent brand.

How does consumer knowledge play a role in the success of new products associated with existing brands

If a brand element has the characteristic of being memorable,the brand is credible and suggestive of its corresponding category.

Many firms use ________ in order to take advantage of corporate-image associations such as innovativeness,expertise,and trustworthiness to directly influence consumer evaluations.

In what ways can brand extensions improve the odds of new-product success

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.Mr.Thomas is most likely experiencing ________.

Consumers may evaluate identical products differently depending on how they are branded.

Interbrand shifts in a company's sales are always undesirable.

The first step in the brand valuation process is ________.

Irene and Dave Washburn are part of a long-term ________.The Washburn's supply a national research firm with information about their brand habits,preferences,dislikes,and beliefs on a monthly basis for a period of two years.

According to Young and Rubicam's brand asset valuator,the energy component of brand equity measures the brand's sense of momentum.

During the Pepsi Challenge campaign,launched while Coke was clearly the market leader by sales,consumers were given blind taste tests of Pepsi and Coke and asked which flavor they preferred.Apparently,people preferred the taste of Pepsi in blind taste tests,but bought Coke when they visited the store.This is an example of Coke's ________.

It is often harder to reinvent a brand than it is to revive a brand that is alive but has been more or less forgotten.

Gillette sent 1,000 young males a new,innovative razor product.In return,the company asked the young males to supply their e-mail addresses so future contacts could be initiated.This would be an example of what is called permission marketing.

What valuable functions can brands perform for the firm

________ are those trademarkable devices that serve to identify and differentiate the brand.

Describe the role of brands from a customer perspective.

Although initially an online book seller,Amazon.com chose not to call itself "Books 'R' Us," enabling it eventually to sell a wide range of products.This naming decision makes the brand element more ________.

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