Question 1

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

Accepted Answer

If a brand element can be utilized to introduce new products in the same or different categories, then it is transferable. This means that the brand element can be carried over or transferred to new products without losing its significance or meaning. The other options like memorable, meaningful, likeable or adaptable may also be important for a brand element, but they do not necessarily imply transferability.

Question 2

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

Accepted Answer

A brand contact refers to any interaction that a customer or prospect has with a brand or its products, such as advertising, packaging, sales promotions, or customer service. These touchpoints can shape customers' perceptions of the brand and influence their purchase decisions. Therefore, managing brand contacts is essential for building strong brand equity and maintaining customer loyalty.

Question 3

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?
A) the product and all accompanying marketing activities and supporting marketing programs
B) the service and all accompanying marketing activities and programs
C) the initial choices for the brand elements or identities making up the brand
D) associations indirectly transferred to the brand by linking it to some other entity
E) the profitability associated with brand development

Accepted Answer

The initial choices for the brand elements or identities making up the brand were most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand. These choices helped establish the brand identity and create associations in the minds of consumers.

Question 4

Which of the following value creation processes means detailing the brand relationship journey in a
Narrative way, often anchored by and peppered with milestones?
A) documenting
B) milestoning
C) badging
D) evangelizing
E) staking

Accepted Answer

The answer of Which of the following value creation processes...

Question 5

Competitive superiority and channel support are factors that influence the ________ of the brand value chain.
A) program multiplier
B) customer multiplier
C) brand multiplier
D) profit multiplier
E) market multiplier

Accepted Answer

The answer of Competitive superiority and channel support are factors...

Question 6

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

Accepted Answer

Mark's positive experiences with Shell have resulted in a strong emotional bond with the brand, which is known as brand bonding. This bond is based on consistent delivery of quality and meeting customer expectations, resulting in positive brand contact. The other options do not accurately describe Mark's experience with Shell.

Question 7

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" or "handle" to help consumers grasp what the brand is and what makes it special.
A) the tangibility of a product
B) a product's shape
C) a slogan
D) a patent
E) a copyright

Accepted Answer

A slogan is a catchy phrase or tagline that represents a brand's unique value proposition. It serves as a quick and memorable way for consumers to identify and differentiate the brand from its competitors. A well-crafted slogan can create positive associations with the brand, increase brand recall, and build brand loyalty. Therefore, a slogan is a powerful brand element that can efficiently build brand equity.

Question 8

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________.
A) the brand value chain
B) the brand portfolio
C) the brand life cycle
D) brand partitioning
E) brand positioning

Accepted Answer

The structured approach described in the question is known as the brand value chain. The other options either refer to different concepts related to brand management, or are not relevant to the question.

Question 9

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

Accepted Answer

The traditional "marketing-mix" concept and the notion of the "four Ps" (product, price, place, promotion) are no longer sufficient in describing modern marketing programs. Integrated marketing involves mixing and matching various marketing activities to create a cohesive and effective overall strategy. This includes elements such as advertising, sales promotions, personal selling, public relations, and direct marketing, all working together towards a common goal.

Question 10

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

Accepted Answer

The brand equity driver that is most applicable in this scenario is the associations indirectly transferred to the brand by linking it to a place or thing. The brand name and its meaning refer to a specific latitude that runs through New Zealand, which creates an association between the brand and the place. This association can be leveraged to enhance brand equity and create a unique selling proposition for the vodka.

Question 11

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

Accepted Answer

This example portrays the principle of linking internal and external marketing because the company's business campaign not only changed public perceptions but also signaled to employees that AT&T was determined to be a leader in telecommunication services. This demonstrates how the company's external marketing efforts were aligned with its internal messaging to employees.

Question 12

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

Accepted Answer

If consumers can easily recall and recognize a brand element, it is considered memorable.

Question 13

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?
A) staking
B) badging
C) evangelizing
D) justifying
E) milestoning

Accepted Answer

Evangelizing refers to the process of spreading positive information about a brand and encouraging others to use it, similar to evangelizing about a particular religion. Therefore, choice C is the correct answer. Staking refers to claiming ownership or establishing territory, badging refers to using symbols or indicators to represent a user's achievements or status, justifying refers to providing logical reasons for the use of a brand or product, and milestoning refers to celebrating important milestones or achievements related to the brand. None of these options accurately describe the process of sharing positive information and inspiring others to use the brand, making choice C the best answer.

Question 14

________ 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

Accepted Answer

Internal branding consists of activities and processes that help inform and inspire employees about brands. It involves creating a company culture that aligns with the brand values and ensuring that employees understand and communicate the brand messaging effectively.

Question 15

Which of the following value creation processes means translating milestones into symbols and artifacts?
A) staking
B) evangelizing
C) milestoning
D) badging
E) documenting

Accepted Answer

Badging is the process of translating milestones into symbols and artifacts, specifically by creating badges or other physical representations of an achievement or milestone.

Question 16

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

Accepted Answer

Secondary associations involve linking the brand with other entities, such as other brands, places, people, or events, to create meaning and relevance for customers. This can help build brand equity by leveraging the positive associations customers have with those entities and transferring those associations to the brand.

Question 17

Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?
A) the profitability associated with brand development
B) associations indirectly transferred to the brand by linking it to a person
C) the product and all accompanying marketing activities and supporting marketing programs
D) the initial choices for the brand elements or identities making up the brand
E) associations indirectly transferred to the brand by linking it to a place

Accepted Answer

In this scenario, the most applicable brand equity driver is the product and all accompanying marketing activities and supporting marketing programs. The Red Bull student brand managers are promoting and distributing the product on campus, conducting research on drinking trends, and designing on-campus product promotion activities. These activities influence the overall image and perception of the brand, thus affecting its brand equity.

Question 18

Which of the following is a defensive criterion for choosing brand elements?
A) adaptable
B) memorable
C) meaningful
D) likeable
E) significance

Accepted Answer

Adaptable brand elements are defensive criteria as they can help a brand withstand marketplace changes and trends. By being adaptable, a brand can avoid becoming obsolete and losing relevance in the eyes of consumers. Memorable, meaningful, likeable, and significant brand elements are also important, but they are more offensive criteria as they help a brand create a strong and favorable impression among consumers.

Question 19

________ 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

Accepted Answer

Brand elements, such as logos, slogans, or packaging, are specifically designed to differentiate a brand and can be legally protected through trademark registration. Brand value propositions, perceptions, images, and extensions are all important aspects of branding, but they cannot be trademarked on their own.

Question 20

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

Accepted Answer

A brand community is a group of consumers and employees who identify with and engage around a particular brand. They share a common interest in the brand and interact with each other to learn about and influence the brand. Unlike a brand channel, which refers to the means by which a brand communicates with its customers (such as advertising or social media), a brand community focuses on the people who are part of the brand's culture. Very similar to a club or community of fans, people often identify with brand communities because they feel a sense of belonging, exclusivity, and shared values.

Quiz 9: Creating Brand Equity

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 ________ 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.

From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

Which of the following value creation processes means detailing the brand relationship journey in a Narrative way, often anchored by and peppered with milestones?

Competitive superiority and channel support are factors that influence the ________ of the brand value chain.

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 ________.

With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful "hook" or "handle" to help consumers grasp what the brand is and what makes it special.

A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________.

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.

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?

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?

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

Which of the following value creation processes means sharing the brand "good news" and inspiring others to use the brand?

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

Which of the following value creation processes means translating milestones into symbols and artifacts?

Brand equity can be built by ________, which create(s) equity by linking the brand to other information in memory that conveys meaning to customers.

Which of the following is a defensive criterion for choosing brand elements?

________ are devices that can be trademarked and serve to identify and differentiate the brand.

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