Question 1

A brand ________ 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.

Accepted Answer

A brand contact refers to any way in which a customer or prospect interacts with a brand, whether through advertising, packaging, a salesperson, a website, or any other touchpoint. These interactions collectively shape the customer's perception of the brand and influence their purchasing decisions. It is important for marketers to manage and coordinate all brand contacts to ensure a consistent and favorable brand image.

Question 2

Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing, there are two basic approaches to measuring brand equity. Briefly, describe each of these approaches.

Accepted Answer

The answer of Given that the power of a brand...

Question 3

If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand.

Accepted Answer

Being memorable is a characteristic that helps consumers recall and recognize the brand, but it does not directly imply the brand's credibility or suggest the type of person who might use the brand. These are separate characteristics of brand elements.

Question 4

How can marketers reinforce brand equity?

Accepted Answer

The answer of How can marketers reinforce brand equity?...

Question 5

A brand promise will not be delivered unless everyone in a company lives the brand.

Accepted Answer

For a brand promise to be fulfilled, it needs to be incorporated into the values and actions of every employee in a company. This helps to create a consistent and cohesive brand experience for customers.

Question 6

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

Accepted Answer

A brand community typically consists of loyal customers who are passionate about the brand and its products. They can provide valuable feedback and suggestions for product improvements or even new product ideas. Therefore, a brand community can be a constant source of inspiration and feedback for product innovations.

Question 7

Identify the three important principles for internal branding.

Accepted Answer

The answer of Identify the three important principles for internal...

Question 8

An important part of reinforcing brands is providing uniform and unchanging marketing support.

Accepted Answer

Consistency is important, but marketing strategies should adapt to changing market conditions, consumer preferences, and competitive landscapes to effectively reinforce a brand.

Question 9

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

Accepted Answer

A brand element should be protectable through legal means such as trademark registration to prevent infringement and ensure exclusive use.

Question 10

List the six criteria used in creating brand elements.

Accepted Answer

The answer of List the six criteria used in creating...

Question 11

Brands are built only by advertising.

Accepted Answer

Brands are built by a combination of factors such as advertising, product quality, customer service, brand identity and values, word of mouth, and customer experiences. While advertising plays a significant role in creating brand awareness, it is not the only factor.

Question 12

As a brand manager you would like to have your brand (brand name) be protectable. Explain what you mean by "protectable" and give an illustration.

Accepted Answer

The answer of As a brand manager you would like...

Question 13

Modifying a brand to suit group-level or individual needs is called staking.

Accepted Answer

The correct term for modifying a brand to suit group-level or individual needs is "brand customization" or "brand personalization," not staking.

Question 14

Names that become synonymous with product categories like Kleenex, Kitty Litter, Jell-O, and Xerox, need to ensure they retain their brand names remain ________ so they can retain their trademark rights and avoid becoming generic.

Accepted Answer

Trademark rights are only protected for brand names that are distinctive and not generic. If a brand name becomes synonymous with a product category, it risks losing trademark protection and becoming a generic term that can be used by anyone, diluting the brand's identity and value. Therefore, to retain their trademark rights, brand names need to remain protectable by being distinctive, memorable, and not descriptive of the product or service category.

Question 15

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Accepted Answer

The indirect approach to assessing brand equity evaluates the sources of brand equity by measuring brand knowledge, not the actual impact on consumer response.

Question 16

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

Accepted Answer

Marketers should strive to protect the strong and positive associations that consumers have with a brand while implementing necessary changes to adapt to the market. This can be achieved through careful planning and execution of change management strategies that prioritize brand equity preservation.

Question 17

The ________ determines the marketing program's ability to affect the customer mindset and is a function of the quality of the program investment.

Accepted Answer

The program multiplier determines the marketing program's ability to affect the customer mindset and is a function of the quality of the program investment. It measures how effective the marketing program is in generating desired customer responses, such as awareness, knowledge, liking, preference, conviction, and purchase.

Question 18

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

Accepted Answer

Integrated marketing relies on consistency across all marketing activities to reinforce the brand promise and create a cohesive message for the audience.

Question 19

Brand equity can be built by linking the brand to sources, such as channels of distribution as well as to
other brands.

Accepted Answer

Brand equity can be built through various sources such as advertising, promotion, innovation, channels of distribution, and other brands. Linking a brand to specific channels of distribution or partnering with other strong brands can help enhance brand recognition and reputation, thereby building brand equity.

Question 20

Spending on product research, development, and design constitutes investment in the brand value development process.

Accepted Answer

Investing in product research, development, and design is a crucial part of building the brand value and developing a strong brand identity. It helps to create innovative, high-quality products that can set a company apart from its competitors and build a loyal customer base.

Quiz 11: Creating Brand Equity