Deck 9: Creating Brand Equity

Question 1

________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

A) Product-driven brand equity
B) Function-based brand equity
C) Customer-based brand equity
D) Mission-driven brand equity
E) Service-driven brand equity

Answer 1

C

Question 2

Marketing dollars spent annually on goods and services should be thought of as investments in

A) tracking studies.
B) cannibalization.
C) consumer brand knowledge.
D) brand revitalization.
E) brand valuation.

Answer 2

C

Question 3

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

A) strategic brand management
B) competitive differential advantage
C) brand awareness
D) promotional planning
E) brand personification

Answer 3

A

Question 4

The strategic brand management process involves several steps. Which of the following must take place first?

A) identifying and establishing brand positioning
B) growing and sustaining brand value
C) measuring and interpreting brand performance
D) planning and implementing brand marketing
E) measuring consumer brand knowledge

Question 5

________ is what drives the differences that manifest themselves in brand equity.

A) Consumer purchasing power
B) Consumer knowledge
C) Consumer income
D) Brand perception
E) Brand image

Question 6

When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand

A) behaviour.
B) equity.
C) knowledge.
D) loyalty.
E) preference.

Question 7

Successful brands such as Sony and Nike command ________ and elicit much loyalty.

A) an increase in market share
B) respect
C) a price premium
D) attention
E) competitors

Question 8

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."

A) product concept
B) brand image
C) holistic product concept
D) service concept
E) brand

Question 9

Douglas Holt believes that for companies to build iconic leadership brands, they must assemble

A) consumer knowledge.
B) equity building blocks.
C) brand pyramids.
D) cultural knowledge.
E) brand champions.

Question 10

Brand ________ is the added value endowed to products and services.

A) preference
B) equity
C) loyalty
D) benefits
E) satisfaction

Question 11

________ is endowing products and services with the power of a brand.

A) The branding concept
B) Brand partitioning
C) Brand positioning
D) Brand image
E) Branding

Question 12

A parent brand that is associated with multiple products through brand extensions is also called a(n)________.

A) category brand
B) family brand
C) subbrand
D) extension brand
E) line brand

Question 13

A ________ consists of all products-original as well as line and category extensions-sold under a particular brand.

A) brand line
B) line extension
C) brand mix
D) branded variants
E) master brand

Question 14

Brands must create strong, favourable, and unique brand associations with customers, as has been the case with Volvo (safety), Hallmark (________), and Harley-Davidson (adventure).

A) giving
B) humorous
C) happiness
D) love
E) caring

Question 15

The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality.

A) churches'
B) governments'
C) kings'
D) consumers'
E) guilds'

Question 16

Consumers learn about brands through ________ and product marketing programs.

A) shopping bots
B) the sales force
C) the mass media
D) independent information sources
E) past experiences with the product

Question 17

Strong brands possess which one of the following marketing advantages?

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

Question 18

If no differences in consumer response occur, then the brand-name product can easily be classified as

A) a commodity or generic version.
B) a flanker brand.
C) the leading brand.
D) an endowed version.
E) customer-based brand equity.

Question 19

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.

A) functional-based brand equity
B) product-based brand equity
C) mission-driven brand equity
D) customer-based brand equity
E) service-based brand equity

Question 20

When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called

A) a brand concept.
B) a brand mission.
C) a brand position.
D) a brand promise.
E) brand equity.

Question 21

A __________ is the set of all brand lines that a particular seller makes available to buyers.

A) brand line
B) family brand
C) brand mix
D) brand variants
E) house of brands

Question 22

Both brand equity and ______ emphasize the importance of customer loyalty and the notion that value is created by having as many customers as possible.

A) brand knowledge
B) brand image
C) customer equity
D) brand valuation
E) brand resonance

Question 23

Brand equity tends to emphasize strategic issues in managing brands and creating and leveraging brand awareness and ________ with customers.

A) brand knowledge
B) brandable differences
C) brand preference
D) brand identity
E) brand image

Question 24

Any time a consumer thinks of a dependable car battery that might be needed in an emergency situation such as a snow storm, the consumer thinks first of Die Hard batteries. This would be an example of what is called brand ________.

A) scope
B) judgments
C) feelings
D) imagery
E) salience

Question 25

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when Concrobium carefully chose the blue and green colours that characterize both its products and website?

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

Question 26

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

A) judgments
B) feelings
C) imagery
D) salience
E) resonance

Question 27

Many companies are now introducing __________, which are specific brand lines supplied to specific retailers or distribution channels.

A) branded variants
B) brand line
C) brand mix
D) line extension
E) branded house

Question 28

Six brand elements assist in brand building. Which of the following relates to how easily the brand can be recalled and recognized?

A) adaptable
B) protectable
C) transferable
D) likability
E) memorable

Question 29

There are four key components of brand equity. Which of those components or pillars measures the breadth of a brand's appeal?

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

Question 30

The MasterCard "priceless" ad campaign is a good example of brand duality. Two advantages of the brand are demonstrated in this campaign. What are those advantages?

A) rational and emotional advantages
B) local and global advantages
C) price and promotional advantages
D) segmented and differentiated advantages
E) positive and negative advantages

Question 31

Which of the following "six brand building blocks" refers to the nature of the relationship that customers have with the brand and the extent to which customers feel that they are in sync with the brand?

A) brand performance
B) brand resonance
C) brand feelings
D) brand salience
E) brand imagery

Question 32

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

A) depth.
B) strength.
C) position.
D) image.
E) knowledge.

Question 33

Consumers will grant or not grant permission for where they believe a brand should go. What was the reason behind the failure of new products such as Cracker Jack cereal and Frito-Lay lemonade?

A) The original brands were not well-respected or trusted.
B) Consumers found them inappropriate extensions of the brand.
C) The products were competitively inferior.
D) Neither was supported adequately with promotional campaigns.
E) Consumers did not understand their points of difference.

Question 34

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

A) Brand perception
B) Brand tracks
C) Brand image
D) Brand value
E) Brand elements

Question 35

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

A) compatibility.
B) strength.
C) stature.
D) dominance.
E) image.

Question 36

Swiss Army watches is an example of ________.

A) category extension
B) brand dilution
C) branded variants
D) house of brands
E) brand mix

Question 37

One of the advantages enjoyed by a brand is how aesthetically appealing its products are perceived to be. Which of the following brand element choice criteria matches Flikr photo sharing's playful URL name?

A) meaningful
B) protectable
C) memorable
D) adaptable
E) likability

Question 38

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) advantage
B) relevance
C) performance
D) presence
E) bonding

Question 39

Building a unique, clear brand position has enabled Staples Business Depot to become Canada's largest supplier of office supplies and business services. This clear positioning reflects which of the five pillars of brand equity?

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

Question 40

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.

A) brand judgments
B) brand performance
C) brand imagery
D) brand resonance
E) brand salience

Question 41

Brand names are not only important brand element. Often, ________, the more important it is that brand elements capture the brand's intangible characteristics.

A) the more sophisticated brand benefits are
B) the more varied brand perceptions are
C) the more concrete brand benefits are
D) the less varied brand perceptions are
E) the less concrete brand benefits are

Question 42

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible a challenge, given that no two customers are identical.

A) Rationalizing brands
B) Personalizing marketing
C) Brand imagery
D) Emotionalizing brands
E) Segmenting marketing

Question 43

The appliance manufacturer, Haier, is doing its part to subvert China's old reputation for producing low-cost but shoddy products. Haier's eco-friendly line of technology-rich appliances is helping them to develop brand

A) slogans.
B) image.
C) name.
D) extension.
E) contact.

Question 44

________ consists of activities and processes that help inform and inspire employees about brands.

A) Personal branding
B) Individual branding
C) External branding
D) Internal branding
E) Co-branding

Question 45

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta, Olive Garden is using ________ to accomplish this task.

A) cohort marketing
B) macrobranding
C) loyalty marketing
D) interruption marketing
E) internal branding

Question 46

According to Seth Godin, marketers can no longer use ________. Instead, marketers should turn to permission marketing as a way to ensure long-term customer relationships and loyalty.

A) interruption marketing
B) one-to-one marketing
C) advocacy marketing
D) hard core selling
E) task-oriented marketing

Question 47

The famous "RONA-the Canadian how-to people" is a good example of what is called a brand

A) slogan.
B) personification.
C) name.
D) visual.
E) perception.

Question 48

The challenge for marketers in building a strong brand is ________.

A) pricing the product at a point that maximizes sales volume
B) ensuring that customers have the right type of experiences with goods and services and marketing programs to create the desired brand knowledge
C) minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience
D) minimizing the impact of customer brand equity
E) avoiding the usage of an established brand to introduce a new product in the market

Question 49

A ________ can be defined as any information-bearing experience a customer or prospect has with the brand, the product category, or the market that relates to the marketer's product or service.

A) brand element
B) brand contact
C) brand trait
D) brand value
E) brand character

Question 50

If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

A) transferable
B) adaptable
C) likeable
D) memorable
E) meaningful

Question 51

Brand equity can be built by linking the brand to other information in memory that conveys meaning to customers.

A) brand bonding
B) brand auditing
C) secondary associations
D) customer alignment
E) internal marketing

Question 52

The traditional "marketing-mix" concept and the notion of the "4 Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects.

A) Individualizing marketing
B) Globalizing marketing
C) Personalizing marketing
D) Institutionalizing marketing
E) Integrating marketing

Question 53

"_______ marketing" may be a more appropriate concept than permission marketing, because marketers and consumers need to work together to find out how the firm can best satisfy consumers.

A) Individualizing
B) Experiment
C) Personalizing
D) One-to-one
E) Participatory

Question 54

For a brand to succeed, marketers must "walk the walk" and ensure that employees and marketing partners do the same. Marketers often must use ________ to motivate those groups to support the brand.

A) external branding
B) retro-branding
C) internal branding
D) dual branding
E) global branding

Question 55

_________ is about mixing and matching these marketing activities to maximize their individual and collective effects.

A) Integrated marketing
B) Holistic marketing
C) Internal marketing
D) Developing a advertising campaign
E) Designing marketing strategy

Question 56

There are three main sets of brand-equity drivers. To which set does the positioning strategy for Juicy Couture belong?

A) other associations indirectly linked to the brand
B) the initial choices for the brand elements
C) the product and service and all accompanying marketing activities
D) the extended identity elements
E) the customer-based brand equity set

Question 57

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.

A) product shape
B) promotional descriptor
C) patent
D) spokesperson
E) slogan

Question 58

A brand may be linked to certain source factors. It can be linked to countries or other geographical regions through

A) sponsorship.
B) channel strategy.
C) ingredient or co-branding.
D) identification of production origin.
E) endorsements.

Question 59

Considering holistic marketing activities, the rapid expansion of ________ has created opportunities to personalize marketing.

A) CD technology
B) standardization
C) the Internet
D) target marketing
E) globalization

Question 60

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. A good term that describes what occurs when customers experience the company as delivering on its brand promise is

A) brand attitude.
B) brand enhancement.
C) brand bonding.
D) brand belief.
E) brand image.

Question 61

________ has the job of estimating the total financial value of the brand.

A) Brand partitioning
B) Brand auditing
C) Brand equity
D) Brand tracking
E) Brand valuation

Question 62

A company's major enduring asset is ________.

A) its culture
B) its shareholders
C) its brand
D) its workers
E) its leadership

Question 63

According to 2009 Brand Value estimates, ________ was ranked number-one in the world with a brand value of $68.7 billion.

A) IBM
B) McDonald's
C) Coca-Cola
D) Microsoft
E) GE

Question 64

General Mills markets several different brands with different names such as Bisquick, Old El Paso, Wheaties, and Yoplait. This is a(n) ________ strategy.

A) blanket family names
B) separate family names
C) licensed product name
D) corporate name combined with individual product names
E) individual names

Question 65

Three general strategies can be used in branding. Which of the following strategies is the one used by Kellogg's when it follows a sub-branding policy with Kellogg's Rice Krispies, Kellogg's Raisin Bran, and Kellogg's Corn Flakes?

A) blanket family names
B) global names for all products
C) corporate name combined with individual product names
D) separate family names for all products
E) individual names

Question 66

Brand equity can be measured in two ways. Which of the following would be a good representation of the direct approach?

A) statistical analysis of demographics
B) assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
C) evaluating published statistics of competitors
D) secondary evaluation of governmental statistics
E) identify and track consumer brand knowledge structures

Question 67

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?

A) brand positioning study
B) secondary search of good brand characteristics
C) organizational audit
D) brand demographic matrix analysis
E) brand audit

Question 68

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value is called

A) the brand portfolio.
B) brand positioning.
C) brand partitioning.
D) the brand value chain.
E) the brand life cycle.

Question 69

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

A) Blitzkrieg
B) Attacker
C) Flanker
D) Defender
E) Individual

Question 70

According to Ries and Trout, Cadbury suffered from the ________ when the company allowed its brand to become diluted by putting their name on such variants as mashed potatoes, powdered milk, soups, beverages, as well as chocolates and candies.

A) "branding fallout" concept
B) "greed is good" trap
C) "line-extension" trap
D) "image syndrome"
E) "pyramid principle"

Question 71

According to Scott Bedbury's book, A New Brand World, which of the following important principles for twenty-first century branding is true even down to the washroom?

A) You have to know it before you can grow it.
B) All brands need good parents.
C) Everything matters.
D) Great brands establish enduring customer relationships.
E) Relying on brand awareness has become marketing fool's gold.

Question 72

The role of ________ in the brand portfolio often may be to attract customers to the brand franchise. Trading up will often occur with this type of brand.

A) the cash cow
B) flanker brand
C) high-end prestige brand
D) low-end entry-level brand
E) fighting brand

Question 73

Burton, makers of snowboards, introduced a new surfboard called "The Dominator". In creating the marketing program to support this new product, Burton could leverage secondary brand knowledge. If Burton secured the endorsement of a top professional surfer, they would be linking to which particular type of source?

A) spokespeople
B) channels of distribution
C) sporting or cultural events
D) characters
E) geographical regions

Question 74

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

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

Question 75

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

A) brand dilutions
B) brand extensions
C) brand audits
D) product licensing
E) individual-names strategies

Question 76

When a firm uses an established brand to introduce a new product, it is called a(n)

A) brand extension.
B) brand mix.
C) brand posture.
D) brand value.
E) sub-brand.

Question 77

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

A) brand concept
B) brand partition
C) brand position
D) brand portfolio
E) brand image

Question 78

If an organization has as one of its objectives to collect information from consumers over time, the organization will most likely use a technique called ________ to accomplish the desired objective.

A) nonmetric-multidimensional scaling
B) internal branding
C) brand visualization
D) Likert scaling
E) tracking studies

Question 79

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.

A) diluting
B) feeding back to
C) eroding
D) reinforcing
E) cannibalizing

Question 80

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

A) Brand value chains
B) Brand portfolio audits
C) Sales cycles
D) Internal marketing campaigns
E) Brand-tracking studies