Deck 8: Creating Brand Equity

Question 1

The first step in the strategic brand management process is ________.

A) measuring consumer brand loyalty
B) identifying and establishing brand positioning
C) planning and implementing brand marketing
D) measuring and interpreting brand performance
E) growing and sustaining brand value

Answer 1

B

Question 2

If a consumer,trying to decide between alternatives,believes that a particular brand delivers acceptable product performance and can be short listed,she is in the ________ level of the brand dynamics pyramid.

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

Answer 2

C

Question 3

________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

A) Mission-driven brand equity
B) Customer-based brand equity
C) Product-driven brand equity
D) Service-driven brand equity
E) Function-based brand equity

Answer 3

B

Question 4

Brand ________ is the added value endowed to products and services.

A) loyalty
B) equity
C) preference
D) identity
E) licensing

Question 5

According to brand asset valuator model,leadership brands show ________.

A) high levels of energy, differentiation, relevance, knowledge, and esteem
B) higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still
C) higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still
D) low levels on energy, differentiation, relevance, knowledge, and esteem
E) high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation

Question 6

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

A) differentiation
B) energy
C) relevance
D) esteem
E) knowledge

Question 7

When a consumer expresses thoughts,feelings,images,experiences,beliefs associated with the brand,the consumer is expressing ________.

A) brand knowledge
B) ethnocentric bias
C) self-serving bias
D) cognitive dissonance
E) brand identity

Question 8

According to the brand asset valuator model,which of the components of brand equity measures how aware and familiar consumers are with the brand?

A) esteem
B) energized differentiation
C) relevance
D) knowledge
E) presence

Question 9

When a marketer expresses his or her vision of what the brand must be and do for consumers,they are expressing what is called ________.

A) a brand promise
B) a brand personality
C) a brand identity
D) a brand position
E) a brand revitalization

Question 10

Branding is ________.

A) all about creating unanimity between products
B) the process of performing market research and selling products or services to customers
C) endowing products and services with the power of a brand
D) the process of comparing competing brands available in the market
E) use of online interactive media to promote products and brands

Question 11

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

A) differentiation
B) relevance
C) esteem
D) knowledge
E) value

Question 12

Identify the four pillars of brand equity,according to brand asset valuator model.

A) relevance, performance, bonding, and advantage
B) presence, performance, advantage, and bonding
C) energized differentiation, relevance, esteem, and knowledge
D) brand salience, brand feelings, brand imagery, and brand performance
E) energized differentiation, esteem, brand feelings, and brand salience

Question 13

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

A) copyright
B) trademark
C) slogan
D) brand
E) logo

Question 14

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.Since 1992,his designs have incorporated the shiny,red-lacquered soles that have become his signature.These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

A) energized differentiation
B) relevance
C) esteem
D) knowledge
E) advantage

Question 15

According to brand asset valuator model,energized differentiation and relevance,the two pillars of brand equity combine to determine what is called brand ________.

A) position
B) image
C) depth
D) knowledge
E) strength

Question 16

According to brand asset valuator model,esteem and knowledge,the two pillars of brand equity together create ________,a "report card" on past performance and a current indicator of current value.

A) brand stature
B) brand parity
C) brand strength
D) brand personality
E) brand architecture

Question 17

According to brand asset valuator model,declining brands show ________.

A) higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still
B) high relevance-appropriateness of brand's appeal-a lower level of energy and differentiation, and even lower knowledge
C) high levels on energy, differentiation, relevance, knowledge, and esteem
D) higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still
E) high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation

Question 18

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.The brand caters to an elite clientele whose satisfaction with the brand has always been evident.Apart from being high-end,Louboutin footwear signifies power in elite social circles.Celebrities are often seen sporting "Loubs" at special occasions,such as movie premieres.This has resulted in people associating Louboutin footwear with class and power.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

A) knowledge
B) energized differentiation
C) esteem
D) advantage
E) presence

Question 19

Adam wants to buy a washing machine and is looking for something that is not too expensive.When he goes to make the purchase,he finds there are two options that meet his requirements.One is an IFB Bosch product,while the other is a newly imported South Korean brand.Adam is not very familiar with the latter and does not hesitate in choosing Bosch.This example implies that ________.

A) the imported brand will not survive the competition from Bosch
B) Bosch has a positive customer brand equity
C) the South Korean company has a low advertising budget
D) the imported brand is unreliable
E) the Bosch washing machine has better features than the imported brand

Question 20

According to the brand asset valuator model,strong new brands show ________.

A) higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still
B) higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still
C) high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiation
D) high levels on energy, differentiation, relevance, knowledge, and esteem
E) low levels on energy, differentiation, relevance, knowledge, and esteem

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

________ 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

Question 37

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

Question 38

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

Question 39

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

Question 40

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

Question 41

Physical goods,services,and stores can be branded,but ideas and people cannot.

Question 42

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

A) Flanker
B) Attacker
C) Defender
D) Cash cow
E) Simulation

Question 43

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

A) brand architecture
B) brand position
C) brand portfolio
D) brand extension
E) brand image

Question 44

A parent brand that is associated with multiple products through brand extensions is also called a ________.

A) category brand
B) sub-brand
C) extension brand
D) family brand
E) line brand

Question 45

A ________ is a specialized group of consumers and employees whose identification and activities focus around the brand.

A) brand community
B) brand channel
C) brand association
D) brand personality
E) brand cluster

Question 46

A ________ consists of all products?original as well as line and category extensions?sold under a particular brand.

A) brand line
B) cobrand
C) generic brand
D) licensed product
E) sub-brand

Question 47

Starbucks introduced ice creams in the same flavors as the frappucinos it sold in its coffee shops.This is an example of ________.

A) brand dilution
B) cobranding
C) brand variants
D) category extension
E) brand harmonization

Question 48

The introduction of diet coke by the Coca Cola Company is an example of ________.

A) line extension
B) brand harmonization
C) category extension
D) brand dilution
E) co-branding

Question 49

Brand equity arises from unanimity in consumer response.

Question 50

A ________ is a set of all brand lines that a particular seller makes.

A) brand platform
B) brand image
C) cobrand
D) brand extension
E) brand mix

Question 51

Apple's ipod shuffle is an example of ________.

A) a sub-brand
B) a parent brand
C) family brand
D) a brand mix
E) an umbrella brand

Question 52

Under the BrandZ model of brand strength,customers who are bonded to the brand believe "nothing else beats it."

Question 53

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

A) product licensing
B) brand extensions
C) brand architecture
D) brand audits
E) brand dilutions

Question 54

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

A) blanket family name
B) licensing
C) separate family brand name
D) category extension
E) brand revitalization

Question 55

________ is the job of estimating the total financial worth of the brand.

A) Brand tracking
B) Brand auditing
C) Brand equity
D) Brand valuation
E) Brand harmonization

Question 56

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

A) choosing the right moment to capture employees' attention and imagination
B) furnishing energizing and informative internal communication
C) bringing the brand alive for employees
D) linking internal and external marketing
E) understanding how brand communities work

Question 57

________ consists of activities and processes that help inform and inspire employees about brands.

A) Internal branding
B) Personal branding
C) Individual branding
D) External branding
E) Co-branding

Question 58

According to the BrandZ model,"Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Question 59

When a firm uses an established brand to introduce a new product,it is called a ________.

A) brand harmonization
B) brand valuation
C) brand extension
D) brand positioning
E) brand parity

Question 60

Consumers may evaluate identical products differently depending on how they are branded.

Question 61

What valuable functions can brands perform for a firm?

Question 62

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

Question 63

The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic."

Question 64

One of the selection criteria for creating a successful brand element is that it should be protectable.

Question 65

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

Question 66

Describe the meaning and function of a brand audit.

Question 67

Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible.

Question 68

There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles.

Question 69

Describe the function of brand tracking studies.

Question 70

When a parent brand covers a new product within a product category it currently serves,it is called a line extension.

Question 71

The most effective advertising strategy for an extension emphasizes the parent brand.

Question 72

Intrabrand shifts in a company's sales are always undesirable.

Question 73

Brand equity is essentially the same as brand valuation.

Question 74

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

Question 75

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called line extension.

Question 76

To achieve integrated marketing,marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Question 77

Marketers must judge each potential brand extension by how effectively it leverages existing brand equity from the parent brand,as well as how effectively,in turn,it contributes to the parent brand's equity.

Question 78

The brand audit can be used to set strategic direction for the brand.

Question 79

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Question 80

Define brand equity.