Deck 4: Data, Insights and Measurement

Question 1

What are measures of brand equity?

A) Financial valuation measures such as Brandz
B) Measures of top of mind awareness, recall and recognition
C) Tracking of core associations
D) All of these

Answer 1

D

Question 2

Keller's brand scorecard measures the brand's performance on the following questions?

A) Brand coolness
B) Brand relevance
C) Brand authenticity
D) Brand stature

Answer 2

B

Question 3

Using Keller's brand scorecard, how would you measure whether a brand excels at delivering customer benefits?

A) Whether the brand provides linking value
B) Whether the brand provides signalling value
C) Whether the brand provides use value
D) All of these

Answer 3

D

Question 4

Using Keller's brand scorecard, how would you assess if the brand was properly positioned?

A) Whether the brand promise is consistent
B) Whether the brand promise has a clear social purpose
C) Whether the brand promise is distinct, different and deliverable
D) None of these

Question 5

Using the brand asset valuator, how would you classify the Kodak brand (covered in Chapter 3)?

A) New or unfocused
B) Niche
C) Leadership
D) Commoditization

Question 6

When you ask consumers to list down all the brands they know within a category, what are you measuring?

A) Recognition
B) Top of mind awareness
C) Commoditization
D) Recall

Question 7

When you show consumers a list of brands in a category and ask if they know any of them, what are you measuring?

A) Recognition
B) Top of mind awareness
C) Commoditization
D) Recall

Question 8

The first brand a consumer lists when asked to write down all the brands they know within a category represents what?

A) Brand salience
B) Top of mind awareness
C) Recall
D) Aided recognition

Question 9

Top of mind awareness is a measure of what?

A) Your preferred brand in the category
B) Your gut feeling of a brand's relationship to the category
C) A brand you hold strong feelings about
D) All of these

Question 10

Aided recall is a weak form of salience. Is it of no value?

A) No, it shows your marketing is working.
B) Yes, the consumer knows nothing about your brand.
C) No, the consumer is just faced with too much choice.
D) Yes, why waste any more time on this brand.

Question 11

When a brand is said to be commoditized, what does this refer to?

A) The brand is sold everywhere.
B) The brand has reached the pinnacle of equity.
C) The user associates the brand with a narrow functional need.
D) All of these.

Question 12

How can a brand avoid becoming commoditized?

A) Educate consumers to ask for the brand name of the product
B) Sue competitors for copying their brand
C) Innovate to broaden the brand's meaning
D) All of these

Question 13

Assessments of how cool you brand is represent which of the following?

A) An important measure of equity
B) How your target market views your brand
C) A judgement of brand authenticity
D) None of these

Question 14

Measuring brand associations involves which of the following?

A) Only quantitative research
B) Only qualitative research
C) Qualitative followed by quantitative research
D) Quantitative followed by qualitative research

Question 15

The Zaltman metaphor elicitation technique (ZMET) is which of the following?

A) Survey
B) Ethnography
C) Conjoint analysis
D) Projective technique

Question 16

The Zaltman metaphor elicitation technique (ZMET) proposes which of the following?

A) That consumers think in images not words
B) That asking consumers what they think of brand will not elicit deep knowledge structures?
C) Photos enable the user to communicate subconsciously held information about their brand-relationship
D) All of these

Question 17

Qualitative research is useful because it does what?

A) Identifies how many users like your brand
B) Generates user-driven insights about the brand
C) Enables you to measure differences between brands
D) Enables you to track the brand's performance

Question 18

Quantitative research is useful because it does what?

A) Enables you to measure differences between brands
B) Generates interesting stories about the brand
C) Helps consumers access subconsciously held information
D) None of these

Question 19

Which qualitative tool is both effective and efficient for brand managers in identifying associations?

A) Ethnography
B) Focus groups
C) Netnography
D) Projective techniques

Question 20

Quantitative measures of brand associations must do which of the following?

A) Measure how users view the brand across a large sample
B) Compare your brand against its competitors
C) Collect demographic information on users
D) All of these

Question 21

Ethnography is useful for brand managers because ______.

A) it generates quick insights
B) it enables you to test brand ideas
C) it is naturalistic and less subject to researcher bias
D) none of these

Question 22

Ethnography is less valuable for brand managers because ______.

A) it is naturalistic and less subject to researcher bias
B) it is cheap and easy
C) it generates quick results
D) it is unpredictable and time-consuming

Question 23

Social influence bias effects focus groups. What does this refer to?

A) Few people want to talk up in public
B) The moderator can lead attendees towards a certain answer
C) People turn up solely for a fee and say anything
D) Attendees may simply go along with the views of one or two members in order to avoid conflict

Question 24

Netnography is valuable because ______.

A) so much data can be accessed at once
B) it is easier than ethnography
C) it is more modern than ethnography and will impress managers
D) it enables one to look back, identifying key episodes, thereby making it more efficient than ethnography

Question 25

Conjoint analysis is useful for what type of decisions?

A) Identifying how popular your brand is
B) Trade-offs between user benefits
C) Measuring brand associations
D) None of these

Question 26

What does brand tracking provide brand managers with?

A) A signal of expertise
B) Comparative performance on key brand associations
C) A health check of the brand
D) All of these

Question 27

Encouraging users to 'like' a brand post on social media is an example of what type of engagement?

A) Behavioural
B) Cognitive
C) Emotional
D) All of these

Question 28

Helping users get more out of their brand through education sessions or videos encourages what type of engagement?

A) Behavioural
B) Cognitive
C) Emotional
D) All of these

Question 29

Humorous advertising is an attempt to trigger what type of engagement?

A) Behavioural
B) Cognitive
C) Emotional
D) All of these

Question 30

Sentiment analysis is a tool to understand what about the brand?

A) How users talk about the brand
B) How non-users represent the brand and its users
C) The strength of feeling towards the brand
D) All of these

Question 31

Measuring brand authenticity involves scales that assess the brand on which of the following?

A) Heritage
B) Popularity
C) Integrity
D) None of these

Question 32

Which of the following are big data tools?

A) Behavioural analytics
B) Data mining
C) Real time analytics
D) All of these

Question 33

Why are brand managers encouraged to monitor fringe ideas r conversations?

A) To identify any doppelganger threats
B) To identify sources for cultural brand innovation
C) To identify un-predicted brand-related conversations
D) All of these