Question 1

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?

Accepted Answer

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 2

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

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

Question 5

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?

Accepted Answer

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

Question 6

The brand must always be moving forward with new and compelling offerings and ways to market them.

Accepted Answer

A) True 
 B)False

Question 7

"_______ 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.

Accepted Answer

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

Question 8

Brand resonance is associated with how a brand name sounds when said by spokespersons or consumers.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

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.

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

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?

Accepted Answer

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 13

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

Accepted Answer

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

Question 14

In essence, brand equity is basically the same concept as brand valuation.

Accepted Answer

A) True 
 B)False

Question 15

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

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 18

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

Accepted Answer

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 19

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

Accepted Answer

The answer of Advertising agency Young and Rubicam (Y&R) developed...

Question 20

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.

Accepted Answer

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

Exam 9: Creating Brand Equity

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?

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

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

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

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?

The brand must always be moving forward with new and compelling offerings and ways to market them.

"_______ 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.

Brand resonance is associated with how a brand name sounds when said by spokespersons or consumers.

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

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.

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

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?

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

In essence, brand equity is basically the same concept as brand valuation.

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

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

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

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

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called Brand Asset Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

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.