Question 1

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements

Accepted Answer

A)  Adaptable 
B)  Protectible 
C)  Memorable 
D)  Likable 
E)  Subliminal nature 
A)  Adaptable 
B)  Protectible 
C)  Memorable 
D)  Likable 
E)  Subliminal nature

Question 2

Distinguish between brand identity and brand image.

Accepted Answer

Identity is the way a company

Question 3

Many tactical changes to the marketing program may be necessary to maintain the strategic thrust and direction of the brand,but unless there is some change in the marketing environment,there is little need to deviate from a successful positioning.

Accepted Answer

A) True 
 B)False

Question 4

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.

Accepted Answer

The four roles are: (1)flankers-or fight

Question 5

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Accepted Answer

A)  differentiation 
B)  energy 
C)  relevance 
D)  esteem 
E)  knowledge 
A)  differentiation 
B)  energy 
C)  relevance 
D)  esteem 
E)  knowledge

Question 6

Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.

Accepted Answer

A)  program multiplier 
B)  customer multiplier 
C)  brand multiplier 
D)  profit multiplier 
E)  market multiplier 
A)  program multiplier 
B)  customer multiplier 
C)  brand multiplier 
D)  profit multiplier 
E)  market multiplier

Question 7

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand

Accepted Answer

A)  The product and all accompanying marketing activities and supporting marketing programs 
B)  The service and all accompanying marketing activities and programs 
C)  The initial choices for the brand elements or identities making up the brand 
D)  Associations indirectly transferred to the brand by linking it to some other entity 
E)  The profitability associated with brand development 
A)  The product and all accompanying marketing activities and supporting marketing programs 
B)  The service and all accompanying marketing activities and programs 
C)  The initial choices for the brand elements or identities making up the brand 
D)  Associations indirectly transferred to the brand by linking it to some other entity 
E)  The profitability associated with brand development

Question 8

Strong brands possess all of the following marketing advantages EXCEPT ________.

Accepted Answer

A)  greater loyalty 
B)  larger margins 
C)  guaranteed profits 
D)  improved perceptions of product performance 
E)  more elastic consumer response to price decreases 
A)  greater loyalty 
B)  larger margins 
C)  guaranteed profits 
D)  improved perceptions of product performance 
E)  more elastic consumer response to price decreases

Question 9

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps

Accepted Answer

The steps are in ascending ord

Question 10

When a firm uses an established brand to introduce a new product,it is called a________.

Accepted Answer

A)  subbrand 
B)  brand value 
C)  brand extension 
D)  brand mix 
E)  brand posture 
A)  subbrand 
B)  brand value 
C)  brand extension 
D)  brand mix 
E)  brand posture

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements

Distinguish between brand identity and brand image.

Many tactical changes to the marketing program may be necessary to maintain the strategic thrust and direction of the brand,but unless there is some change in the marketing environment,there is little need to deviate from a successful positioning.

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.

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand

Strong brands possess all of the following marketing advantages EXCEPT ________.

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps

When a firm uses an established brand to introduce a new product,it is called a________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 9: Creating Brand Equity

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements

Distinguish between brand identity and brand image.

Many tactical changes to the marketing program may be necessary to maintain the strategic thrust and direction of the brand,but unless there is some change in the marketing environment,there is little need to deviate from a successful positioning.

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.

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Competitive superiority and channel and other intermediary support are factors that influence the ________ of the brand value chain.

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand

Strong brands possess all of the following marketing advantages EXCEPT ________.

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps

When a firm uses an established brand to introduce a new product,it is called a________.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters