Question 1

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?
A) performance and imagery
B) judgment and feelings
C) resonance and salience
D) imagery and judgment
E) salience and feelings

Accepted Answer

Points-of-parity and points-of-difference are related to the performance and imagery building block level, as they pertain to the qualities and associations that a brand shares with competitors or stands apart from them. These objectives may also relate to the imagery and judgment building block level, specifically in terms of how a brand's visual and messaging elements communicate its points-of-parity and points-of-difference to consumers. Resonance and salience building block levels focus more on creating emotional connections with consumers and establishing strong brand presence in their minds, while judgment and feelings building block levels pertain to more subjective perceptions and reactions to a brand. Therefore, options C) resonance and salience and E) salience and feelings are not the best choices.

Question 2

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 "Can this brand deliver?"
A) performance
B) bonding
C) advantage
D) relevance
E) presence

Accepted Answer

The performance component of the BRANDZ model addresses whether or not the brand can deliver on its promises and meet consumer expectations. It focuses on the brand's functionality, reliability, and efficacy. Therefore, the question "Can this brand deliver?" would fall under the performance step of the brand-building process.

Question 3

With respect to the brand building pyramid,the branding objective of developing deep,broad brand awareness corresponds to which of the following "building block levels"?
A) resonance
B) imagery
C) performance
D) salience
E) judgment

Accepted Answer

Developing deep, broad brand awareness corresponds to the building block level of salience, which focuses on ensuring that the brand is noticed and recognized by the target audience.

Question 4

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?
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

Accepted Answer

The brand name 42BELOW directly associates itself with a latitude line passing through New Zealand, which indirectly transfers positive associations to the brand. This brand equity driver is known as "associations indirectly transferred to the brand by linking it to a place or thing."

Question 5

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

Accepted Answer

Secondary associations involve linking the brand to other information in memory. This can be done through various means such as through endorsements, sponsorships, or partnerships. By associating the brand with other positive entities or events, the brand can build its equity and create a more positive image in customers' minds.

Question 6

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

A brand element that can introduce new products in different categories is said to be transferable. This means that it has the ability to transfer the positive associations and equity to new product lines or categories.

Question 7

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 personality
C) brand trait
D) brand character
E) brand contact

Accepted Answer

A brand contact refers to any touchpoint between a customer or prospect and the brand, product category, or market related to the marketer's product or service. This includes all interactions such as advertising, packaging, social media, customer service, and more. These experiences shape the perception and relationship a customer has with the brand.

Question 8

A consumer who expresses rational and emotional attachments to the brand to the exclusion of most other brands has reached the ________ level in the brand dynamics pyramid.
A) advantage
B) relevance
C) presence
D) performance
E) bonding

Accepted Answer

Bonding is the level in the brand dynamics pyramid where the consumer has developed a strong emotional attachment to the brand, which goes beyond its functional benefits, and the brand becomes a crucial part of the consumer's identity. The consumer is highly committed to the brand and is unlikely to consider other brands.

Question 9

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 something better than the others?"
A) performance
B) presence
C) advantage
D) bonding
E) relevance

Accepted Answer

The step that addresses the question "Does this brand offer something better than the others?" is the advantage step. This step determines whether the brand offers unique features or benefits that distinguish it from competitors.

Question 10

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps convey the message "Nothing else beats this brand"?
A) bonding
B) relevance
C) advantage
D) performance
E) presence

Accepted Answer

Bonding is the final step in the BRANDZ model of brand strength, where consumers develop a deep, often emotional connection with the brand, feeling that no other brand can provide the same level of satisfaction or meet their needs as effectively. This stage reflects the highest level of loyalty and commitment, encapsulated by the sentiment "Nothing else beats this brand."

Question 11

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

Accepted Answer

The relevance step of the brand building process addresses the question of whether the brand offers the consumer something valuable and meaningful in their life. This step involves emphasizing the unique benefits and value of the brand for the target audience.

Question 12

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) Personalized marketing
B) Mass customization
C) Globalized marketing
D) Relationship marketing
E) Integrated marketing

Accepted Answer

The phrase "mixing and matching marketing activities" suggests that the concept being described is an approach that integrates various marketing tactics, which is the essence of integrated marketing. The other options, such as personalized marketing or globalized marketing, focus on specific aspects of marketing rather than on the idea of a comprehensive approach.

Question 13

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?
A) resonance
B) salience
C) imagery
D) performance
E) feelings

Accepted Answer

At the "feelings" level of the brand building pyramid, consumers develop emotional responses and reactions to the brand. This stage is about creating positive feelings and accessible reactions that can influence consumer behavior and preferences towards the brand.

Question 14

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.
A) brand judgment
B) brand imagery
C) brand salience
D) brand performance
E) brand resonance

Accepted Answer

Brand performance signifies how well the product or service meets customers' functional needs, which is one of the six brand building blocks.

Question 15

If consumers can easily recall and recognize a brand element,the brand element is said to be ________.
A) meaningful
B) protectable
C) adaptable
D) transferable
E) memorable

Accepted Answer

If consumers can easily recall and recognize a brand element, it suggests that the brand element is memorable. The other options are not necessarily related to the consumers' ability to recall and recognize a brand element.

Question 16

________ are devices that can be trademarked and serve to identify and differentiate the brand.
A) Brand elements
B) Brand value propositions
C) Brand perceptions
D) Brand images
E) Brand extensions

Accepted Answer

Brand elements, such as a logo, slogan, or packaging design, can be trademarked and are used to identify and differentiate the brand from competitors. Brand value propositions, perceptions, images, and extensions are important aspects of branding but cannot be trademarked.

Question 17

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, resonance is the highest level of brand loyalty where consumers develop an intense, active loyalty towards a brand. At this level, the consumer not only feels a deep emotional connection with the brand, but also feels that the brand reflects their own values and personality. Therefore, resonance is the correct choice.

Question 18

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 the question "Do I know about this brand?"
A) relevance
B) presence
C) performance
D) advantage
E) bonding

Accepted Answer

The step that would address the question "Do I know about this brand?" is presence. Presence is the step where the brand has established itself in the minds of the consumers and they are aware of its existence.

Question 19

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?
A) advantage
B) relevance
C) bonding
D) performance
E) presence

Accepted Answer

The relevance level of the brand dynamics pyramid pertains to consumer's needs as it refers to the brand's perceived fit with the customer's lifestyle and values. This level focuses on understanding the target market's needs and desires and positioning the brand as a solution to meet those needs.

Question 20

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public.His experiences with Shell have always been good resulting in positive brand contact.Mark is most likely experiencing ________.
A) brand alliance
B) brand essence
C) brand harmonization
D) brand parity
E) brand bonding

Accepted Answer

Mark's positive experiences with Shell have resulted in a strong emotional connection (bond) with the brand, known as brand bonding.

Quiz 8: Creating Brand Equity

Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference?

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 "Can this brand deliver?"

With respect to the brand building pyramid,the branding objective of developing deep,broad brand awareness corresponds to which of the following "building block levels"?

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?

Brand equity can be built by ________,which create(s) equity by linking the brand to other information in memory that conveys meaning to customers.

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 ________ 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 consumer who expresses rational and emotional attachments to the brand to the exclusion of most other brands has reached the ________ level in the brand dynamics pyramid.

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 something better than the others?"

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps convey the message "Nothing else beats this brand"?

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?"

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.

With respect to the brand building pyramid,at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs.

If consumers can easily recall and recognize a brand element,the brand element is said to be ________.

________ are devices that can be trademarked and serve to identify and differentiate the brand.

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?

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 the question "Do I know about this brand?"

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public.His experiences with Shell have always been good resulting in positive brand contact.Mark is most likely experiencing ________.