Question 1

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

Accepted Answer

A)  loyalty 
B)  equity 
C)  preference 
D)  identity 
E)  licensing

Question 2

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

Accepted Answer

A)  brand knowledge 
B)  ethnocentric bias 
C)  self-serving bias 
D)  cognitive dissonance 
E)  brand identity

Question 3

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

Question 4

Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.

Accepted Answer

A) True 
 B)False

Question 5

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of
The brand equity drivers is most applicable in the given scenario?

Accepted Answer

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

Question 8

Brands are built only by advertising.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A)  a brand promise 
B)  a brand personality 
C)  a brand identity 
D)  a brand position 
E)  a brand revitalization

Question 10

Identify the four pillars of brand equity, according to brand asset valuator model.

Accepted Answer

A)  relevance, performance, bonding, and advantage 
B)  presence, performance, advantage, and bonding 
C)  energized differentiation, relevance, esteem, and knowledge 
D)  brand salience, brand feelings, brand imagery, and brand performance 
E)  energized differentiation, esteem, brand feelings, and brand salience

Question 11

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

Accepted Answer

A) True 
 B)False

Question 12

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Accepted Answer

A)  blanket family name 
B)  licensing 
C)  separate family brand name 
D)  category extension 
E)  brand revitalization

Question 13

Identify the three important principles for internal branding.

Accepted Answer

The answer of Identify the three important principles for internal...

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer me something?"

Accepted Answer

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

Question 16

Marketers must judge each potential brand extension by how effectively it leverages existing brand equity from the parent brand, as well as how effectively, in turn, it contributes to the parent brand's equity.

Accepted Answer

A) True 
 B)False

Question 17

Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?

Accepted Answer

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

Question 18

According to the brand asset valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

Accepted Answer

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

Question 19

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

Accepted Answer

A)  brand line 
B)  cobrand 
C)  generic brand 
D)  licensed product 
E)  subbrand

Question 20

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

Accepted Answer

A)  Flanker 
B)  Attacker 
C)  Defender 
D)  Cash cow 
E)  Simulation

Exam 9: Creating Brand Equity

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

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

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?

Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling.

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

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

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of The brand equity drivers is most applicable in the given scenario?

Brands are built only by advertising.

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

Identify the four pillars of brand equity, according to brand asset valuator model.

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Identify the three important principles for internal branding.

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

According to the BRANDZ model of brand strength, brand building involves people progressing through a sequential series of steps. Which of these steps would address or answer the question "Does this brand offer me something?"

Marketers must judge each potential brand extension by how effectively it leverages existing brand equity from the parent brand, as well as how effectively, in turn, it contributes to the parent brand's equity.

According to the brand asset valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

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

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