Question 1

Figure 11-6 above shows the sequential process of building brand equity."F" represents the fourth and last step,which is to __________.

Accepted Answer

The four steps in the sequential process of building the brand equity pyramid are: (1)developing positive brand awareness and an association of the brand in consumers' minds with a product class or need to give the brand an identity;(2)establishing a brand's meaning in the minds of consumers,which consists of two dimensions-brand performance and brand imagery;(3)eliciting the proper consumer responses to a brand's identity and meaning,which consists of two dimensions-consumer judgments and consumer feelings;and (4)creating an intense,active,and loyal consumer-brand connection.

Question 2

The four steps in the building brand equity include: (1)developing positive brand awareness and __________; (2)establishing a brand's meaning in the minds of consumers; (3)eliciting the proper consumer responses to a brand's identity and meaning;and (4)creating an intense,active,and loyal consumer-brand connection.

Accepted Answer

Developing positive brand awareness and association is the first step in building brand equity and involves creating a strong identity for the brand in consumers' minds by associating it with a product class, need, or benefit. Lowering prices or incorporating higher value in products can be tactics used to build brand equity but do not fall under the specific steps in the process. Eliciting proper consumer responses and creating a loyal consumer-brand connection come after establishing brand meaning and awareness. Creating market modification and easing consumers' decision making are not part of the four steps in building brand equity.

Question 3

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

Accepted Answer

Brand equity is the added value that a brand name provides beyond the functional benefits of a product. It includes factors like brand recognition, brand loyalty, and the perceived quality of the brand, all of which make consumers willing to pay more for the product than they would for a generic or unbranded version. Brand caché and brand enhancement are similar concepts, but not the specific term used to describe the added value of a brand name. Brand net worth and brand benefit are not commonly used terms in branding.

Question 4

When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson __________.

Accepted Answer

Both brands have distinct brand personalities that have been shaped by their target audience, history, and marketing efforts. Harley-Davidson's image is strongly associated with masculinity, ruggedness, and individuality, while Vespa's image is associated with intelligence, eco-friendliness, and style.

Question 5

Brand equity refers to __________.

Accepted Answer

Brand equity is the added value a brand name gives to a product beyond its functional benefits. It is the perception and reputation built around a brand over time through advertising, promotion, and the overall customer experience. It encompasses the feelings and thoughts consumers associate with a particular brand, such as trust, loyalty, and quality. Therefore, option E best defines brand equity.

Question 6

Brand personality refers to __________.

Accepted Answer

Brand personality refers to the set of human characteristics associated with a brand name. It helps to create a unique identity for a brand and differentiate it from its competitors. It includes traits such as sincerity, excitement, competence, sophistication, and ruggedness. These traits can be communicated through various brand elements such as advertisements, packaging, and customer service.

Question 7

The four steps in the building brand equity include: (1)__________ and an association of the brand in consumers' minds with a product class or need to give the brand an identity; (2)establishing a brand's meaning in the minds of consumers; (3)eliciting the proper consumer responses to a brand's identity and meaning;and (4)creating an intense,active,and loyal consumer-brand connection.

Accepted Answer

The first step in building brand equity is developing positive brand awareness and an association of the brand in consumers' minds with a product class or need to give the brand an identity. The other options listed are not part of the four steps in building brand equity.

Question 8

The second step in the sequential process of building brand equity is to __________.

Accepted Answer

The second step in the sequential process of building brand equity is to establish a brand's meaning in the minds of consumers. This involves creating an identity for the brand and communicating its unique value proposition, personality, and associations to consumers. Positive brand awareness is the first step in this process, and eliciting the proper consumer responses and creating a consumer-brand connection come later in the process. Rewarding loyal customer behavior is a tactic that can be used to strengthen the consumer-brand connection, but it is not a step in the sequential process of brand equity building.

Question 9

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Accepted Answer

The ad depicts human characteristics associated with the Dr Pepper brand name, indicating the brand personality.

Question 10

Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"D" and "E," which stand for __________ and __________.

Accepted Answer

The two dimensions in the third step of building brand equity are "D" and "E," which stand for consumer judgments and consumer feelings. These dimensions are essential in eliciting the proper consumer responses to a brand's identity and meaning. Consumer judgments involve rational and cognitive evaluations of the brand, while consumer feelings involve emotional responses to the brand. Together, these dimensions help create strong and positive consumer responses to the brand, thereby building brand equity. Option A is incorrect because brand identity and brand emotion are not the dimensions in this step. Option B is incorrect because brand performance and brand imagery are the dimensions in the second step of building brand equity, not the third step. Option D is incorrect because brand awareness is not a dimension in this step, and the concept of a consumer-brand connection involves building strong relationships with consumers to sustain existing brand equity, which is not the focus of this step. Option E is incorrect because the order of the dimensions is reversed, and consumer feelings are the second dimension in this step.

Question 11

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)__________; (3)eliciting the proper consumer responses to a brand's identity and meaning;and (4)creating an intense,active,and loyal consumer-brand connection.

Accepted Answer

The second step in building the brand equity pyramid is establishing a brand's meaning in the minds of consumers, which involves creating brand associations and perceptions.

Question 12

Brand equity provides a financial advantage for a brand's owner because successful,established brand names have an economic value in the sense that they are __________.

Accepted Answer

Brand equity is an intangible asset, meaning it is not a physical or tangible object, but rather a perception or reputation that consumers have of a brand. This intangible asset can provide financial advantages for a brand's owner as it often leads to increased customer loyalty, higher prices, and greater market share.

Question 13

The fourth and last step in the sequential process of building brand equity is to __________.

Accepted Answer

The fourth and final step in building brand equity is to create an intense, active, and loyal consumer-brand connection. This means that consumers have a strong attachment and loyalty to the brand, which in turn drives repeat purchases and positive word-of-mouth advertising.

Question 14

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)establishing a brand's meaning in the minds of consumers; (3)eliciting the proper consumer responses to a brand's identity and meaning;and (4)__________.

Accepted Answer

The fourth step in the sequential process of building the brand equity pyramid involves creating a consumer-brand connection. This means building strong, positive relationships between consumers and the brand, leading to loyalty and advocacy. It involves creating experiences and interactions that enhance the emotional connection between the brand and its customers. This step is crucial in creating a sustainable brand that can withstand market fluctuations and competition.

Question 15

The four steps in the sequential process of building the brand equity pyramid include: (1)developing positive brand awareness; (2)establishing a brand's meaning in the minds of consumers; (3)__________;and (4)creating an intense,active,and loyal consumer-brand connection.

Accepted Answer

The third step in the sequential process of building the brand equity pyramid involves eliciting the proper consumer responses to a brand's identity and meaning. This step is necessary to create a strong and favorable association between the brand and the target consumer. It involves creating a unique brand identity that sets the brand apart from its competitors and elicits the desired emotional, cognitive, and behavioral responses from the target audience. This step is critical in establishing a strong brand equity, which in turn leads to an intense, active, and loyal consumer-brand connection.

Question 16

The first step in the sequential building process of brand equity involves __________.

Accepted Answer

The first step in building brand equity is to develop positive brand awareness. This means creating awareness among consumers about the brand and its products/services.

Question 17

Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1)it creates a competitive advantage and (2)__________.

Accepted Answer

Customers are often willing to pay a higher price for a product with strong brand equity because they perceive the brand name as a signal of quality, reliability, and prestige. This allows companies to charge a premium price and generate higher profit margins, which can lead to higher levels of customer loyalty and repeat business.

Question 18

Figure 11-6 above shows the sequential process of building brand equity."A" represents the first step,which is to __________.

Accepted Answer

The first step in building brand equity, as represented by "A" in Figure 11-6, is to develop positive brand awareness. This involves establishing a brand's presence in the minds of consumers and creating familiarity with the brand name and attributes.

Question 19

The third step in the sequential process of building brand equity is to __________.

Accepted Answer

The third step in the sequential process of building brand equity is to elicit the proper consumer responses to a brand's identity and meaning. This involves creating a positive brand image and eliciting the appropriate feelings and judgments from consumers towards the brand. It is important to establish this emotional connection with consumers to build brand loyalty and trust.

Question 20

Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for __________ and __________.

Accepted Answer

The two dimensions of step two in building brand equity are brand performance and brand imagery, which are represented by "B" and "C" in the diagram. Brand performance refers to the tangible benefits that a brand delivers to consumers, while brand imagery relates to the intangible associations and perceptions that consumers have about the brand. Therefore, choice A) is the correct answer.

Quiz 11: Managing Successful Products, Services, and Brands

Figure 11-6 above shows the sequential process of building brand equity."F" represents the fourth and last step,which is to __________.

The added value a brand name gives to a product beyond the functional benefits provided is referred to as __________.

When consumers think of Harley-Davidson,the image is of a masculine,non-conformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson __________.

Brand equity refers to __________.

Brand personality refers to __________.

The second step in the sequential process of building brand equity is to __________.

The Dr Pepper KISS ad shown above depicts a set of human characteristics associated with a brand name,which defines its __________.

Figure 11-6 above shows the sequential process of building brand equity.The third step is to elicit the proper consumer responses to a brand's identity and meaning.This step consists of two dimensions,"D" and "E," which stand for and .

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) __________; (3) eliciting the proper consumer responses to a brand's identity and meaning;and (4) creating an intense,active,and loyal consumer-brand connection.

Brand equity provides a financial advantage for a brand's owner because successful,established brand names have an economic value in the sense that they are __________.

The fourth and last step in the sequential process of building brand equity is to __________.

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) eliciting the proper consumer responses to a brand's identity and meaning;and (4) __________.

The four steps in the sequential process of building the brand equity pyramid include: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________;and (4) creating an intense,active,and loyal consumer-brand connection.

The first step in the sequential building process of brand equity involves __________.

Brand equity is the added value a brand name gives to a product beyond the functional benefits provided.This value has two distinct advantages: (1) it creates a competitive advantage and (2) __________.

Figure 11-6 above shows the sequential process of building brand equity."A" represents the first step,which is to __________.

The third step in the sequential process of building brand equity is to __________.

Figure 11-6 above shows the sequential process of building brand equity.The second step is to establish a brand's meaning in the minds of consumers.This step consists of two dimensions,"B" and "C," which stand for and .