Question 1

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.
A)Personalizing marketing
B)Segmenting marketing
C)Brand imagery
D)Emotionalizing brands
E)Rationalizing brands

Accepted Answer

The answer of ________ is about making sure that the...

Question 2

________ are those trademarkable devices that serve to identify and differentiate the brand.
A)Brand elements
B)Brand value
C)Brand perception
D)Brand image
E)Brand tracks

Accepted Answer

Brand elements are the trademarkable devices used to differentiate the brand from competitors. Examples of brand elements include logos, slogans, packaging, and jingles. These elements help to build brand recognition and awareness, which can ultimately lead to increased sales and customer loyalty.

Question 3

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

Accepted Answer

The statement suggests that in order for a brand to succeed, marketers must ensure that employees and marketing partners are aligned with the brand. Internal branding is the process of ensuring that employees understand and align with the brand, which would be necessary in this case. Global branding refers to branding that is consistent across different markets, retro-branding is a strategy of reviving an old brand, external branding focuses on creating brand awareness among customers, and dual branding involves two brands coming together for a single product or service.

Question 4

Which of the following is NOT a main secondary source of brand knowledge?
A)Other brands
B)People
C)Things
D)Local,state,and federal governments
E)Places

Accepted Answer

The other four choices - other brands, people, things, and places - can all contribute to a consumer's brand knowledge. Local, state, and federal governments are not typically considered a primary or even secondary source of brand knowledge, unless the government takes a specific action or has a significant impact on the brand in some way (such as regulating the industry in which the brand operates).

Question 5

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop an intense,active loyalty?
A)salience
B)imagery
C)feelings
D)judgments
E)resonance

Accepted Answer

According to the brand building pyramid, the resonance level is the highest level of brand loyalty, where the consumer develops an intense, active loyalty towards the brand. This is achieved when the brand connects with the consumer on an emotional level and creates a lasting relationship. The other building block levels (salience, imagery, feelings, and judgments) are also important in brand building, but resonance is the ultimate goal.

Question 6

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

Accepted Answer

A brand audit is a structured and systematic assessment of a brand's current position in the market, its strengths and weaknesses, and its potential for improvement. It provides the framework for understanding the brand equity and opportunities for leveraging it. A brand demographic matrix analysis and a secondary search of good brand characteristics are not specific methodologies for assessing the brand's health. An organizational audit is more focused on the internal structures and processes of the company rather than the brand. A brand-positioning study is more useful for developing a brand's positioning in the marketplace, rather than assessing its current status.

Question 7

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements?
A)Adaptable
B)Protectible
C)Memorable
D)Likable
E)Subliminal nature

Accepted Answer

Subliminal nature is not a preferred brand element as it goes against the principles of transparency and honesty in branding. All brand elements should be visible and easily recognizable to the consumers.

Question 8

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.Mr.Thomas is most likely experiencing ________.
A)brand image
B)brand enhancement
C)brand belief
D)brand attitude
E)brand bonding

Accepted Answer

The answer of Mark Thomas has observed that Shell delivers...

Question 9

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

Accepted Answer

The definition given in the question perfectly matches with the concept of "brand contact." Brand contact refers to any interaction between the customer/prospect and the brand/product, which includes advertising, packaging, sales promotion, personal selling, direct and online marketing, and more. So, option E is the right answer. Other options like brand value, element, trait, and character are equally important but do not completely fit the definition given in the question.

Question 10

Brand names are not the only important brand element.Often,________,the more important it is that brand elements capture the brand's intangible characteristics.
A)the less concrete brand benefits are
B)the more concrete brand benefits are
C)the more varied brand perceptions are
D)the less varied brand perceptions are
E)the more sophisticated brand benefits are

Accepted Answer

When brand benefits are less concrete, they are more intangible and difficult to express through a brand name or logo. Therefore, other brand elements such as packaging, advertising, and brand personality become more important in capturing the brand's intangible characteristics.

Question 11

The rapid expansion of ________ has created opportunities to personalize marketing.
A)target marketing
B)globalization
C)the Internet
D)standardization
E)CD technology

Accepted Answer

The Internet has allowed marketers to collect data and target specific individuals with personalized marketing.

Question 12

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

Accepted Answer

A slogan is a concise and memorable phrase or statement that encapsulates the essence of a brand and its unique selling proposition. It can serve as a powerful brand element that helps to differentiate the brand from its competitors and build brand equity by creating strong associations in the minds of consumers. Slogans are often used in advertising campaigns and can become synonymous with the brand over time, making them an extremely efficient means of building brand awareness and recognition.

Question 13

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

Accepted Answer

The step that addresses the question "Do I know about it?" is presence, which indicates the level of brand awareness among the target audience.

Question 14

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.
A)brand salience
B)brand performance
C)brand imagery
D)brand feelings
E)brand pride

Accepted Answer

Brand pride is not one of the six brand building blocks. The six brand building blocks are brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance.

Question 15

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?
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

Accepted Answer

The initial choices for the brand elements or identities making up the brand refers to the creation of recognizable and memorable brand elements such as logos, characters, slogans, etc. In the case of McDonald's, the use of the golden arches and Ronald McDonald as brand symbols were crucial in establishing a strong brand identity and making it recognizable to consumers. This choice of brand elements helped create differentiation and loyalty among customers.

Question 16

With respect to the "six brand building blocks," ________ focus on customers' own personal opinions and evaluations.
A)brand salience
B)brand performance
C)brand imagery
D)brand judgments
E)brand resonance

Accepted Answer

Brand judgments refer to customers' own personal opinions and evaluations of the brand. This block includes perceived quality, brand credibility, and brand consideration, all of which are based on the customer's own evaluation of the brand.

Question 17

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

Accepted Answer

If a brand element can be used to introduce new products in the same or different categories, it is said to be transferable. This means that the brand element has the ability to be carried over and applied to new products without losing its meaning or relevance. This can help to create brand recognition and loyalty among consumers, and can also result in cost savings for the brand by not having to develop new brand elements for each new product. Therefore, option D, transferable, is the best choice.

Question 18

Brand equity can be built by ________-linking the brand to other information in memory that conveys meaning to customers.
A)internal marketing
B)brand bonding
C)secondary associations
D)customer alignment
E)brand auditing

Accepted Answer

Secondary associations refer to linking the brand to other information in memory such as celebrities or events that convey meaning to customers and can help build brand equity. Internal marketing, brand bonding, customer alignment, and brand auditing are all important aspects of brand management but do not directly relate to building brand equity through secondary associations.

Question 19

The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs.________ is about mixing and matching marketing activities to maximize their individual and collective effects.
A)Personalizing marketing
B)Individualizing marketing
C)Globalizing marketing
D)Institutionalizing marketing
E)Integration marketing

Accepted Answer

The statement suggests that the traditional marketing-mix concept is no longer sufficient for modern marketing programs, and that activities need to be mixed and matched to maximize their effects. This aligns with the concept of integration marketing, which emphasizes the coordination and integration of various marketing activities, such as advertising, sales promotion, and public relations, to create a seamless and cohesive marketing campaign. Therefore, the best choice is E - Integration marketing.

Question 20

Which of the following is one of the main ways to measure brand equity?
A)Statistical analysis of demographics
B)Secondary evaluation of governmental statistics
C)Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing
D)Evaluating published statistics of competitors
E)Hiring independent evaluators

Accepted Answer

Directly assessing the actual impact of brand knowledge on consumer response to different aspects of marketing is one of the main ways to measure brand equity. It involves testing consumer response to various marketing stimuli (such as advertising, packaging, or pricing) and analyzing how strongly the brand's image and reputation affect their behavior. This can be done through surveys, experiments, or other research methods. Statistical analysis of demographics, secondary evaluation of governmental statistics, evaluating published statistics of competitors, and hiring independent evaluators may provide some useful insights into market trends and consumer behavior, but they are not specific measures of brand equity.

Quiz 9: Creating Brand Equity

________ is about making sure that the brand and its marketing are as relevant as possible to as many customers as possible.

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

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.

Which of the following is NOT a main secondary source of brand knowledge?

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

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements?

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.Mr.Thomas is most likely experiencing ________.

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.

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

The rapid expansion of ________ has created opportunities to personalize marketing.

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.

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?"?

All of the following are considered to be among the "six brand building blocks" EXCEPT ________.

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?

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

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

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

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

Which of the following is one of the main ways to measure brand equity?