Question 1

According to BrandAsset^® Valuator model, esteem and knowledge, the two pillars of brand equity together create brand ________, a "report card" on past performance and a current indicator of current value. A) stature B) parity C) strength D) personality E) architecture

Accepted Answer

According to the BrandAsset^® Valuator model, esteem and knowledge create brand stature, which is a measure of past performance and a current indicator of value. Brand parity refers to how similar a brand is to competitors, brand strength refers to the overall power and potential of a brand, brand personality refers to the human characteristics associated with a brand, and brand architecture refers to the structure and organization of a brand's product lines and sub-brands.

Question 2

According to BrandAsset^® 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

Accepted Answer

According to the BrandAsset^® Valuator model, leadership brands show high levels of energy, differentiation, relevance, knowledge, and esteem.

Question 3

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

Accepted Answer

The relevance level of the BrandDynamics Pyramid pertains to consumer's needs, as it focuses on how well the brand meets the functional and emotional needs of the consumer. Advantage pertains to the unique features and benefits of the brand, performance pertains to how well the brand delivers on its promises, bonding pertains to emotional connections and loyalty to the brand, and presence pertains to brand visibility and awareness.

Question 4

According to the BrandAsset^® 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

Accepted Answer

Strong new brands typically show higher levels of differentiation and energy, which help them stand out in the market and attract attention. Esteem and knowledge, which are built over time through consistent performance and customer experience, tend to be lower for new brands.

Question 5

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 6

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 addresses the question "Does this brand offer me something?" This step focuses on the brand's ability to meet the needs and desires of its target audience. It involves creating a strong connection between the brand and its target audience by offering products or services that are meaningful, useful, and valuable to them.

Question 7

According to the BrandAsset^® 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

Accepted Answer

The relevance component of brand equity measures the breadth of a brand's appeal by assessing its personal appropriateness and connection with consumers' needs and wants.

Question 8

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, which refers to the level of familiarity consumers have with the brand. It is the first step of the BRANDZ model and focuses on increasing awareness and recognition of the brand.

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

Accepted Answer

The step that addresses or answers the question "Can this brand deliver?" is performance, which refers to the ability of the brand to deliver on its promises and meet or exceed customer expectations. This step focuses on the brand's functional benefits and performance attributes.

Question 10

Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?
A) presence
B) bonding
C) relevance
D) performance
E) advantage

Accepted Answer

Sarah is at the "presence" level because her purchase decision was influenced by a friend's recommendation, indicating initial awareness rather than a personal connection or preference for the brand.

Question 11

Brand salience ________.
A) is customers' emotional responses and reactions with respect to the brand
B) is how often and how easily customers think of the brand under various purchase or consumption situations
C) is how well the product or service meets customers' functional needs
D) describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs
E) describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it

Accepted Answer

Brand salience refers to how easily and frequently customers think of a brand when they encounter a related product or service. It does not necessarily encompass emotional responses or functional needs.

Question 12

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset^® Valuator. A) energized differentiation B) esteem C) relevance D) knowledge E) strength

Accepted Answer

The esteem pillar of the BrandAsset^® Valuator refers to how much customers respect and admire the brand. Building loyalty through social media engagement can contribute to this pillar, as it shows that the brand is attentive to customer needs and values their opinions.

Question 13

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 or answers the question "Does this brand offer something better than the others?" is advantage, which focuses on highlighting the unique selling proposition and competitive advantages of the brand in comparison to its competitors.

Question 14

According to Young and Rubicam's BrandAsset^® Valuator, a brand's ________ measures how well the brand is regarded and respected. A) differentiation B) energy C) relevance D) esteem E) knowledge

Accepted Answer

Esteem is the measure of a brand's regard and respect, as stated in Young and Rubicam's BrandAsset^® Valuator.

Question 15

________, which combines the BrandAsset^® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value. A) Brand stature B) A brand's power grid C) Brand presence D) Brand bonding E) Brand strength

Accepted Answer

Brand strength combines the dimensions of energized differentiation and relevance, acting as a leading indicator that predicts future growth and value. This concept is part of the BrandAsset Valuator model, which assesses the power and value of a brand through various dimensions.

Question 16

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

Accepted Answer

The bonding level in the BrandDynamics Pyramid represents the highest level of brand loyalty, where consumers have developed emotional and rational attachments to a brand, often to the exclusion of most other brands. At this level, the brand has become a part of the consumer's identity and the consumer feels a deep connection with the brand.

Question 17

According to BrandAsset^® 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

Accepted Answer

Declining brands typically show high knowledge, indicating awareness of the brand's past performance, but lower levels of esteem, relevance, energy, and differentiation. This pattern suggests that while many people are aware of the brand, it is losing its appeal, distinctiveness, and vitality in the market.

Question 18

High levels of brand ________, or the extent to which consumers feel they are "in sync" with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.
A) salience
B) feelings
C) judgments
D) resonance
E) imagery

Accepted Answer

Resonance refers to the extent to which consumers feel connected with a brand or a message, and their engagement with it. The statement mentions consumers feeling "in sync" with the Fox News brand and engaging in Fox News programs, which aligns with the concept of resonance.

Question 19

If a consumer who is trying to decide between alternatives believes that a particular brand delivers acceptable product performance and can be shortlisted, she is in the ________ level of the BrandDynamics Pyramid.
A) presence
B) relevance
C) performance
D) advantage
E) bonding

Accepted Answer

The consumer's belief that a particular brand delivers acceptable product performance indicates that she has reached the performance level of the BrandDynamics Pyramid. At this level, consumers have rational and functional relationships with the brand, and their decisions are primarily based on product performance and quality.

Question 20

According to BrandAsset^® 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

Accepted Answer

The combination of energized differentiation and relevance determines brand strength, as defined by the BrandAsset^® Valuator model.

Quiz 11: Creating Brand Equity

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

According to BrandAsset® Valuator model, leadership brands show ________.

Which of the following levels of the BrandDynamics Pyramid pertains to consumer's needs?

According to the BrandAsset® Valuator model, strong new brands show ________.

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?"

According to the BrandAsset® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

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?"

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?"

Aromas Inc. introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the BrandDynamics Pyramid?

Brand salience ________.

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset® Valuator.

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 Young and Rubicam's BrandAsset® Valuator, a brand's ________ measures how well the brand is regarded and respected.

________, which combines the BrandAsset® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.

A consumer who expresses rational and emotional attachments to a brand to the exclusion of most other brands has reached the ________ level in the BrandDynamics Pyramid.

According to BrandAsset® Valuator model, declining brands show ________.

High levels of brand ________, or the extent to which consumers feel they are "in sync" with the Fox News brand and engagement in Fox News programs, often leads to greater recall of the ads Fox News runs.

If a consumer who is trying to decide between alternatives believes that a particular brand delivers acceptable product performance and can be shortlisted, she is in the ________ level of the BrandDynamics Pyramid.

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

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

According to BrandAsset^® Valuator model, leadership brands show ________.

According to the BrandAsset^® Valuator model, strong new brands show ________.

According to the BrandAsset^® Valuator model, which of the components of brand equity measures the breadth of a brand's appeal?

Starbucks uses social-media engagement to respond, listen to and connect with fans, which is important to them because it builds loyalty, which is one aspect of the ________ pillar of the BrandAsset^® Valuator.

According to Young and Rubicam's BrandAsset^® Valuator, a brand's ________ measures how well the brand is regarded and respected.

________, which combines the BrandAsset^® Valuator dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value.

According to BrandAsset^® Valuator model, declining brands show ________.

According to BrandAsset^® Valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________.