Question 1

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?"

Accepted Answer

The step that addresses the question "Does this brand offer something better than the others?" is advantage. This step evaluates whether the brand has a unique selling proposition or competitive advantage that sets it apart from its competitors.

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

Intense, active loyalty is most likely to occur at the resonance level of the brand building pyramid. At this level, the consumer has established a strong emotional connection to the brand and develops a deep sense of loyalty towards it.

Question 3

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

Accepted Answer

Points-of-parity and difference are related to the performance and imagery building block levels. Points-of-parity refer to the associations that are necessary for a brand to be considered a legitimate competitor in a certain category, while points-of-difference refer to the unique associations that set a brand apart from its competitors. These associations are largely based on the brand's performance and imagery.

Question 4

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

Accepted Answer

Brand resonance describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it. The other five brand building blocks are: brand salience (how well the brand is recognized), brand performance (how well the product meets customers' functional needs and wants), brand imagery (the way the brand represents itself to customers), brand judgment (the customer's opinions and evaluations of the brand), and brand feelings (the customer's emotional response to the brand).

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 would address the question "Do I know about this brand?"

Accepted Answer

Presence is the step that focuses on making consumers aware of the brand's existence and increasing its visibility. It aims to answer the question "Do I know about this brand?" by building familiarity and recognition.

Question 6

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

Accepted Answer

Brand performance is the brand building block that signifies how well the product or service meets customers' functional needs. The other brand building blocks are brand salience, brand imagery, brand judgment, brand feelings, and brand resonance.

Question 7

Which of the following levels of the brand dynamics pyramid pertains to consumer's needs?

Accepted Answer

The relevance level of the brand dynamics pyramid pertains to consumer's needs. This level involves delivering products or services that meet the needs and wants of the target market.

Question 8

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 of the brand building pyramid. Salience is the foundation of brand building and refers to the degree to which a brand is noticed or recognizable. It is important for customers to be aware of the brand before they can form judgments, feelings or experiences with it.

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 "Does this brand offer me something?"

Accepted Answer

The step that addresses the question "Does this brand offer me something?" is relevance. This step evaluates whether the brand is perceived as meeting the needs and expectations of the target audience.

Question 10

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 11

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.

Accepted Answer

The bonding level in the brand dynamics pyramid represents the stage where a consumer has a strong emotional attachment to the brand that exceeds rational considerations. At this stage, the consumer is likely to stay loyal to the brand and recommend it to others, making it a valuable asset for the company.

Question 12

Aromas Pte Ltd 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 brand dynamics pyramid?

Accepted Answer

The answer of Aromas Pte Ltd introduced a new line...

Question 13

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

Accepted Answer

Brand judgment refers to customers' own personal opinions and evaluations about a brand based on its perceived quality, credibility, and superiority compared to other brands in the market. The other brand building blocks include brand salience, brand performance, brand imagery, brand feelings, and brand resonance.

Question 14

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?"

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 15

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?"

Accepted Answer

The step in the BRANDZ model that addresses the question "Can this brand deliver?" is performance. This step focuses on the actual performance of the brand, including its ability to deliver on its promises and meet customer expectations.

Question 16

With respect to the "six brand building blocks," ________ 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 the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs. It includes the brand's packaging, logo, advertising, and overall visual identity.

Question 17

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

Accepted Answer

Brand feelings are customers' emotional responses and reactions with respect to the brand. Brand imagery statements refer to the brand's logo, design, and other visual elements. Brand judgments are customers' evaluations of the brand's quality and credibility. Brand performances are the brand's functional attributes and benefits. Brand resonances are the relationship and loyalty that customers have with the brand.

Question 18

Brand salience ________.

Accepted Answer

Brand salience refers to how easily and frequently customers recall and think of a brand when presented with a purchase or consumption situation. It is a measure of the brand's top-of-mind awareness and its ability to attract customer attention. Option A refers to brand emotions and reactions, option C refers to functional needs, option D refers to extrinsic properties, and option E refers to brand-customer relationships, which are not synonymous with brand salience.

Question 19

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

Accepted Answer

"Esteem" is specifically defined as a brand's perceived quality and consumer perception of the brand's character and strength. This directly relates to how well the brand is regarded and respected.

Question 20

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.

Accepted Answer

At the performance level of the brand dynamics pyramid, the consumer has already determined that the brand delivers acceptable product performance, which means it has met the basic requirements of the consumer. The next level would be advantage, where the consumer perceives the brand to have a specific benefit or advantage over competitors, followed by bonding, where the consumer has an emotional connection with the brand. The presence level is the lowest level, where the consumer is aware of the brand's existence but does not have any opinion or preference towards it, while the relevance level is where the consumer perceives the brand to be relevant to their needs, but has not yet determined its performance.

Quiz 9: Creating Brand Equity