Question 1

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

Accepted Answer

Points-of-parity and points-of-difference are branding objectives that fall under the performance and imagery building block levels. Points-of-parity refer to the important aspects or characteristics of a brand that are considered necessary to be considered in the same category as its competitors. Points-of-difference, on the other hand, are unique and distinctive aspects of the brand that set it apart from its competitors. Both of these objectives relate to the performance and imagery of the brand.

Question 2

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?

Accepted Answer

Active loyalty would typically be associated with the resonance building block level. At this level, consumers have a deep and emotional connection with the brand, which goes beyond just recognizing or liking it. They may actively seek out the brand and be willing to go out of their way to purchase it, and may also recommend it to others.

Question 3

Brand imagery is a consumer's emotional response and reaction with respect to the brand.

Accepted Answer

The answer of Brand imagery is a consumer's emotional response...

Question 4

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?

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 5

Brand salience describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Accepted Answer

Brand salience refers to the degree to which a brand is thought about or noticed when a customer is in a buying situation. It's about the brand's prominence or visibility in the customer's mind, not the extrinsic properties of the product or service or how it meets psychological or social needs.

Question 6

The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity.

Accepted Answer

Quality of investment in brand building is just as important, if not more important, than quantity. A well-planned and executed brand strategy with a focus on delivering consistent and high-quality brand experiences can have a greater impact on building brand equity than simply investing a large amount of money in advertising or other marketing activities.

Question 7

With respect to the "six brand building blocks," brand ________ describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it.

Accepted Answer

Resonance describes the relationship between customers and the brand, including how loyal they are and how well they feel the brand aligns with their values and lifestyles. Imagery refers to the visual and sensory aspects of the brand, judgment pertains to the customer's overall evaluation of the brand, salience measures the brand's prominence in the customer's mind, and performance assesses the brand's functional attributes.

Question 8

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

Accepted Answer

Performance is the brand building block that signifies how well the product or service meets customers' functional needs.

Question 9

Advertising agency Young and Rubicam (Y&R) developed a model of brand equity called BrandAsset^® Valuator (BAV). What is the intent of the BAV model? List and briefly characterize the four key components (pillars) of brand equity.

Accepted Answer

The answer of Advertising agency Young and Rubicam (Y&R) developed...

Question 10

Describe the three ingredients of customer-based brand equity.

Accepted Answer

The answer of Describe the three ingredients of customer-based brand...

Question 11

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"?

Accepted Answer

Developing deep, broad brand awareness corresponds to the "salience" building block level in the brand building pyramid, which is the foundation of brand building and focuses on creating brand recognition and awareness among consumers.

Question 12

Brand equity arises from unanimity in consumer response.

Accepted Answer

Brand equity arises from the differential effect that brand knowledge has on consumer response to the marketing of that brand, not from unanimity in consumer response.

Question 13

One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand.

Accepted Answer

When a brand has a strong reputation and loyalty among consumers, they are more willing to pay a higher price for the product. However, if the brand decreases their price, consumers are still likely to perceive the value of the product as high and continue to buy it, leading to a more elastic response to price changes.

Question 14

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

Accepted Answer

According to the BrandZ model, customers who are bonded to the brand believe that "nothing else beats it."

Question 15

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.

Accepted Answer

In the BrandZ model, "Bonded" consumers are at the top of the pyramid, indicating they have the strongest relationship with and spend the most on the brand, compared to those at lower levels.

Question 16

The creation of significant brand equity involves reaching the top or pinnacle of the brand pyramid. What are the six components of the brand resonance pyramid?

Accepted Answer

The answer of The creation of significant brand equity involves...

Question 17

According to BrandAsset^® Valuator (BAV) model, knowledge is one of the key components of brand equity.

Accepted Answer

According to the BAV model, knowledge is one of the key components of brand equity along with esteem, relevance, and differentiation.

Question 18

With respect to the "six brand building blocks," brand ________ are customers' emotional responses and reactions with respect to the brand.

Accepted Answer

Brand feelings refer to customers' emotional responses and reactions with respect to the brand, such as how the brand makes them feel or the emotional connections they have with the brand. The other options (imagery statements, judgments, performances, resonances) refer to different elements of the brand building blocks.

Question 19

With respect to the "six brand building blocks," brand ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs.

Accepted Answer

Brand imagery refers to the extrinsic properties of a product or service, including how it fulfills customers' psychological or social needs, by creating a specific image or identity in consumers' minds that goes beyond its physical attributes.

Question 20

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

Accepted Answer

Brand judgment refers to customers' own personal opinions and evaluations of the brand. Salience refers to how easily and frequently the brand comes to mind, performance relates to how well the brand meets customers' functional needs, imagery refers to the brand's sensory and symbolic attributes, and resonance refers to the relationship and connection customers have with the brand.

Quiz 11: Creating Brand Equity