Exam 2: Enhancing Brand Equity and Accountability

The marcom imperative is to move brands from a state of unawareness,to recognition,on to recall,and ultimately to top-of-mind awareness (TOMA).

Grocery brands possessing higher equity _____.

Bill is given a list of brands of shaving products by a researcher and is asked to mark all those that he is aware of.Which level of awareness is this assessing? 

Revenue premium is defined as the revenue difference between a branded item and a corresponding private-labeled brand.

Marketing-mix modeling employs multivariate regression analysis to estimate the effects that the various advertising and promotion elements have in driving sales volume.

Joey makes a type of peanut butter,JPB, that has become popular in Cincinnati.Jenni sells homemade ice cream treats and she has created a new treat using JPB.To increase profitability for both Joey and Jenni,the packaging for the JPB ice cream treats should display both companies' names and logos.This is known as 

Brand equity from the customer's perspective consists of _____.

Co-branding occurs when two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability.

Lee Michaels is a national chain jewelry store found in many malls across the U.S.Laurie went in to look at the watches,but she was unfamiliar with some of the brands.The salesperson told her that they were all Swiss-made,meaning they were made in Switzerland,which is known worldwide for the quality of the timepieces produced there.From which source are these brands leveraging their brand meaning? 

Which of the following is NOT a trait shared by the world's strongest brands? 

Name and describe the two forms of brand knowledge from a consumer perspective.

Which personality dimension has General Motors attempted to create for its repair services through its hypothetical "Mr.Goodwrench," who represents the name and "face" of the trained technicians who work in thousands of GM dealerships? 

Kellogg's,a cereal manufacturer,and Disney and Pixar have partnered in brands of cereal targeted to children.The cereals are named after their movies,such as Finding Nemo and The Incredibles.What is this alliance known as? 

Managers learn from the analytic aspect of marketing mix modeling which marcom elements are outperforming others and can then use this statistical information to _____.

From the company's viewpoint,which of the following is the best statement a customer can make about a brand? 

Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements? 

The vast majority of marketing executives and marketing academics are against gauging the effect of marcom efforts in terms of the return on marketing investment,or ROMI,because it is almost impossible to measure.

Maria is asked by a market researcher to tell him the particular thoughts and feelings she has about Starbuck's coffee.A particular thought or feeling that comes to Maria's mind is known as a(n)_____.

All organizations and their products can be considered brands.

When two or more brands enter into a partnership that potentially serves to enhance both brands' equity and profitability,_____ has occurred.