Deck 2: Enhancing Brand Equity and Accountability

Question 1

The objective of marketing communication is to deemphasize brand equity.

Answer 1

False

Question 2

A firm-based viewpoint of brand equity focuses on outcomes extending from efforts to enhance a brand's value to is various stakeholders.

Answer 2

True

Question 3

Brand image is an issue of whether a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.

Answer 3

False

Question 4

Marketing communicators draw meaning from the culturally constituted world and transfer that meaning to consumer goods.

Question 5

Brand equity from the customer's perspective consists of two forms of brand-related knowledge: brand awareness and brand image.

Question 6

By trying and using brands,consumers learn how good (or bad)they are and what benefits they are (in)capable of delivering,which is known as the leveraging approach to enhancing brand equity.

Question 7

A brand has no equity if consumers are unfamiliar with it.

Question 8

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

Question 9

The concept of brand equity is considered only from the perspective of the customer.

Question 10

From the perspective of the customer,brand preference is the basic dimension of brand equity.

Question 11

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).

Question 12

A brand is a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition.

Question 13

Brand image can be thought of in terms of the types of associations that come to the customer's or consumer's mind when contemplating a particular brand.

Question 14

Brands scoring high on the sincerity dimension are considered reliable,intelligent,and successful.

Question 15

Many private-label products possess levels of quality that are equivalent to manufacturers' national brands.

Question 16

Brand recall reflects a relatively superficial level of awareness,whereas brand recognition indicates a deeper form of awareness.

Question 17

Brand associations can be conceptualized in terms of type,favorability,strength,and uniqueness.

Question 18

All organizations and their products can be considered brands.

Question 19

Brand equity occurs when the consumer considers two competing brands to be similar.

Question 20

Research has identified ten personality dimensions that describe most brands.

Question 21

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

Question 22

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.

Question 23

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

Question 24

One difficulty with measuring marcom effectiveness is the identification of an appropriate measure,or metric,of effectiveness.

Question 25

Enhancing brand equity is a means of moving customers to favorable action toward the brand.

Question 26

To employ marketing-mix modeling,a relatively long series of longitudinal data (i.e.,two-year period)is required.

Question 27

Whatever the measure chosen,any effort to meaningfully assess marcom performance requires having data that are reliable and valid.

Question 28

A technique called promotion-mix modeling is increasingly being used to determine the relative effect each marcom program element has on sales volume compared to the effects of other elements.

Question 29

From the perspective of the firm that owns the brand,which of the following is a positive outcome of increased brand equity?

A) higher market share
B) increased brand loyalty
C) ability to charge premium prices
D) earning a revenue premium
E) All of these are correct.

Question 30

The concept of brand equity is considered from which perspective?

A) from the perspective of the organization that owns the brand
B) from the vantage point of the customer
C) from the perspective of the other brands in the product category
D) a and b only
E) a, b, and c

Question 31

As a brand's equity increases,its elasticity of demand _____.

A) becomes less elastic
B) becomes more elastic
C) becomes less inelastic
D) remains constant
E) increases

Question 32

A _____ is everything that one company's particular offering stands for in comparison to competitors' offerings.

A) trademark
B) logo
C) symbol
D) brand
E) sign

Question 33

The EquiTrend survey asks respondents to rate a number of brands in terms of two dimensions: quality and salience.

Question 34

One major by-product of efforts to increase a brand's equity is that consumer brand loyalty might also increase,which in turn,could positively influence long-term growth and profitability.

Question 35

One trait shared by the world's strongest brands is that the company monitors sources of brand equity through ongoing brand audits or tracking studies.

Question 36

A brand can leverage associations by connecting itself with other brands,places,things,and people.

Question 37

A potential downside for the host brand with respect to ingredient branding is that the equity of the ingredient brand might be so great that it overshadows the host brand.

Question 38

Measuring marcom effectiveness is relatively simple,and most organizations are currently doing a sophisticated job of doing so.

Question 39

A _____ is a name,term,sign,symbol,or design,or a combination of them intended to identify the goods and services of one seller or group of sellers to differentiate them from those of competition.

A) trademark
B) market
C) tradename
D) brand
E) guarantee

Question 40

Successful brands employ just one or two marcom tools in order to satisfy the brand's positioning strategy.

Question 41

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

A) brand awareness and brand image
B) brand awareness and brand preference
C) brand image and brand insistence
D) brand image and brand tolerance
E) brand awareness and brand tolerance

Question 42

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)_____.

A) brand dimension
B) cognition
C) brand link
D) association
E) think-feel linkage

Question 43

Which of the following statements is true regarding brand awareness?

A) Only consumer-oriented (B2C) firms must be concerned with building brand awareness.
B) Most consumers are able to retrieve a brand name from memory without any reminders.
C) There are two levels of brand awareness: primary and secondary.
D) Brand recall reflects a relatively superficial level of awareness, whereas brand recognition indicates a deeper form of awareness.
E) Although building brand awareness is a necessary step toward brand equity enhancement, it is insufficient.

Question 44

The revenue differential between a branded item and a corresponding private labeled item is known as _____.

A) market premium
B) price premium
C) revenue premium
D) profit premium
E) equity premium

Question 45

Toyota automobiles are regarded by consumers as reliable,intelligent,and successful.The levels of satisfaction of Toyota owners is at or near the top of satisfaction ratings.Which brand-related personality dimension best describes Toyota?

A) excitement
B) competence
C) sophistication
D) ruggedness
E) innocence

Question 46

_____ refers to the extent to which a brand name comes to mind when consumers think about a particular product category and the ease with which the name is evoked.

A) Brand image
B) Brand awareness
C) Brand loyalty
D) Brand preference
E) Brand knowledge

Question 47

Research has identified _____ dimensions that seem to capture the personalities of a variety of consumer brands.

A) four
B) five
C) six
D) seven
E) eight

Question 48

The basic dimension of brand equity is _____.

A) brand image
B) brand preference
C) brand tolerance
D) brand insistence
E) brand awareness

Question 49

Brand _____ reflects a relatively superficial level of awareness,whereas brand _____ indicates a deeper form of awareness.

A) image; equity
B) equity; image
C) recognition; recall
D) recall; recognition
E) associations; image

Question 50

The types of associations that come to the consumer's mind when contemplating a particular brand is known as _____.

A) brand image
B) brand equity
C) brand awareness
D) brand cognitions
E) brand parity

Question 51

What is the initial challenge for new brands?

A) achieving brand awareness
B) enhancing brand image
C) achieving brand preference
D) achieving brand insistence
E) building revenue premium

Question 52

Maria is asked by a market researcher to list all the brands of toothpaste she can think of.Which type of awareness is this assessing?

A) recall
B) recognition
C) positive awareness
D) free-association awareness
E) aided recognition

Question 53

From the perspective of the customer or consumer,_____ is the extent to which they are familiar with the brand and have stored in their memory favorable,strong,and unique brand associations.

A) brand awareness
B) brand image
C) brand preference
D) brand equity
E) brand effectiveness

Question 54

Tide laundry detergent is a well known brand that sells for approximately $8.00 for a 64 ounce bottle,and Procter & Gamble usually sells 2 million of these sizes each year.An average private label store brand costs $6.00 for the same size,and typically 1 million are sold each year.What is Tide's revenue premium?

A) $2.00
B) $1 million
C) $6 million
D) $10 million
E) $16 million

Question 55

The pinnacle of brand-name awareness that exists when your company's brand is the first brand that consumers recall when thinking about brands in a particular product category is known as _____.

A) top-of-category awareness (TOCA)
B) recognition
C) tip-of-the-tongue awareness (TOTA)
D) top-of-mind awareness (TOMA)
E) top-of-class awareness (TOCA)

Question 56

Brand associations can be conceptualized in terms of _____.

A) type
B) favorability
C) strength
D) uniqueness
E) All of these are correct.

Question 57

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?

A) recall
B) recognition
C) aided recall
D) unaided recall
E) positive awareness

Question 58

A research study involving McDonald's products discovered a new form of firm-based brand equity that has been labeled _____ brand equity.

A) name-recognition
B) taste-premium
C) market-share
D) revenue-premium
E) price-premium

Question 59

This dimension includes brands that are down-to-earth,honest,wholesome,and cheerful.

A) excitement
B) sophistication
C) competence
D) sincerity
E) ruggedness

Question 60

Which of the following is NOT a personality dimension that describes most brands?

A) sincerity
B) excitement
C) competence
D) innocence
E) ruggedness

Question 61

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

A) cross-branding
B) ingredient branding
C) family-branding
D) co-branding
E) multi-branding

Question 62

When a marketing communicator connects a consumer good with a representation of the culturally constituted world,s/he is engaging in _____.

A) lifestyle marketing
B) sales promotion
C) socialization
D) point-of-purchase advertising
E) meaning transfer

Question 63

An example of _____ is the sticker on a Dell computer that says "Intel Inside."

A) cross-branding
B) multi-branding
C) reference branding
D) ingredient branding
E) planned branding

Question 64

Brand associations can be shaped and equity enhanced through marketing communications that associate the brand with people,places,and "things" that are available to consumers.This approach is known as the _____.

A) speak-for-itself approach
B) message-driven approach
C) leveraging approach
D) culturally constituted approach
E) meaning transfer approach

Question 65

Luxury items,such as Rolex watches,generally score high on which brand-related personality dimension?

A) Sincerity
B) Excitement
C) Competence
D) Sophistication
E) Ruggedness

Question 66

What is necessary to create favorable,strong,and unique associations about a brand?

A) heavy mass media advertising
B) co-branding
C) sustained marketing communications
D) ingredient-branding
E) brand preference

Question 67

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?

A) other brands
B) people
C) places
D) things
E) names

Question 68

Consumers learn how good (or bad)a brand is and what benefits it is (in)capable to delivering by trying and using a brand.Which approach to enhancing brand equity is this known as?

A) message-driven approach
B) leveraging approach
C) trial-and-error approach
D) speak-for-itself approach
E) initial approach

Question 69

Marketing communicators _____ meaning and create associations for their brands by connecting them with other objects that already possess well-known meaning.

A) promote
B) locate
C) leverage
D) advertise
E) obtain

Question 70

Creating and increasing brand loyalty results in a corresponding increase in the value of the _____.

A) firm
B) target market
C) product position
D) market share
E) trustmark

Question 71

Which of the following is a source by which brand meaning can be leveraged?

A) other brands
B) places
C) things
D) people
E) All of these are correct.

Question 72

The most important requirement for co-branding is that _____.

A) there is a logical fit between the two brands
B) the two brands are similar in price
C) the two products are not directly competing against each other
D) the two products have the same target market
E) the two products are manufactured by the same firm

Question 73

In which approach to enhancing brand equity do marcom practitioners attempt to build advantageous associations through creative,attention getting,and believable messages?

A) speak-for-itself approach
B) message-driven approach
C) leveraging approach
D) shotgun approach
E) cast-a-wide-net approach

Question 74

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

A) The brand excels at delivering the benefits customers truly desire.
B) The brand stays relevant.
C) The pricing system is based on consumers' perceptions of value.
D) The brand relies on mass media advertising to satisfy the brand's positioning strategy.
E) The brand portfolio and hierarchy make sense.

Question 75

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

A) cross-branding
B) co-branding
C) multi-branding
D) family-branding
E) house-branding

Question 76

The EquiTrend survey asks respondents to rate a number of brands in terms of which two dimensions?

A) quality and personality
B) awareness and image
C) familiarity and quality
D) image and quality
E) image and preference

Question 77

Which of the following is NOT an approach by which brand equity is enhanced?

A) brand awareness approach
B) speak-for-itself approach
C) message-driven approach
D) leveraging approach
E) All of these are approaches.

Question 78

People learn cultural values,form beliefs,and become familiar with the physical manifestations,or artifacts,of these values and beliefs through _____.

A) marcom
B) media exposure
C) socialization
D) brand awareness
E) active synthesis

Question 79

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?

A) sincerity
B) excitement
C) competence
D) sophistication
E) ruggedness

Question 80

Which marcom tool is an especially important instrument of meaning transfer?

A) sales promotion
B) personal selling
C) advertising
D) public relations
E) frequency programs