Question 1

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Accepted Answer

A) brand architecture 
B) brand position 
C) brand portfolio 
D) brand extension 
E) brand image 
A) brand architecture 
B) brand position 
C) brand portfolio 
D) brand extension 
E) brand image

Question 2

Define brand equity.

Accepted Answer

Brand equity is the added value endowed

Question 3

A brand that is seen as prototypical of a product category is easy to extend outside the category.

Accepted Answer

A) True 
 B)False

Question 4

________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Accepted Answer

A) Mission-driven brand equity 
B) Customer-based brand equity 
C) Product-driven brand equity 
D) Service-driven brand equity 
E) Function-based brand equity 
A) Mission-driven brand equity 
B) Customer-based brand equity 
C) Product-driven brand equity 
D) Service-driven brand equity 
E) Function-based brand equity

Question 5

According to the brand asset valuator model,which of the components of brand equity measures how aware and familiar consumers are with the brand?

Accepted Answer

A) esteem 
B) energized differentiation 
C) relevance 
D) knowledge 
E) presence 
A) esteem 
B) energized differentiation 
C) relevance 
D) knowledge 
E) presence

Question 6

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

Accepted Answer

A) brand community 
B) brand channel 
C) brand association 
D) brand personality 
E) brand cluster 
A) brand community 
B) brand channel 
C) brand association 
D) brand personality 
E) brand cluster

Question 7

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

A) True 
 B)False

Question 8

Apple's iPod Shuffle is an example of ________.

Accepted Answer

A) a subbrand 
B) a parent brand 
C) family brand 
D) a brand mix 
E) an umbrella brand 
A) a subbrand 
B) a parent brand 
C) family brand 
D) a brand mix 
E) an umbrella brand

Question 9

Intra-brand shifts in a company's sales are always undesirable.

Accepted Answer

A) True 
 B)False

Question 10

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

A) brand imagery 
B) brand judgment 
C) brand resonance 
D) brand salience 
E) brand performance 
A) brand imagery 
B) brand judgment 
C) brand resonance 
D) brand salience 
E) brand performance

Question 11

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

Accepted Answer

A) program multiplier 
B) customer multiplier 
C) brand multiplier 
D) profit multiplier 
E) market multiplier 
A) program multiplier 
B) customer multiplier 
C) brand multiplier 
D) profit multiplier 
E) market multiplier

Question 12

According to the brand asset valuator model,strong new brands show ________.

Accepted Answer

A) higher levels of esteem and knowledge than relevance,whereas both differentiation and energy are lower still 
B) higher levels of differentiation than relevance,while 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 
A) higher levels of esteem and knowledge than relevance,whereas both differentiation and energy are lower still 
B) higher levels of differentiation than relevance,while 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

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 the question "Do I know about this brand?"

Accepted Answer

A) relevance 
B) presence 
C) performance 
D) advantage 
E) bonding 
A) relevance 
B) presence 
C) performance 
D) advantage 
E) bonding

Question 14

What is positive customer-based brand equity?

Accepted Answer

A brand is said to have positi

Question 15

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

Accepted Answer

A) staking 
B) badging 
C) evangelizing 
D) justifying 
E) milestoning 
A) staking 
B) badging 
C) evangelizing 
D) justifying 
E) milestoning

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Brand equity arises from unanimity in consumer response.

Accepted Answer

A) True 
 B)False

Question 18

Explain the concept of brand knowledge.

Accepted Answer

Brand knowledge consists of all the thou

Question 19

According to brand asset valuator model,declining brands show ________.

Accepted Answer

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-relative to a lower level of esteem,and even lower relevance,and differentiation 
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-relative to a lower level of esteem,and even lower relevance,and differentiation

Question 20

If a brand element can be used to introduce new products in the same or different categories,the brand element is said to be ________.

Accepted Answer

A) memorable 
B) meaningful 
C) likeable 
D) transferable 
E) adaptable 
A) memorable 
B) meaningful 
C) likeable 
D) transferable 
E) adaptable

Exam 9: Creating Brand Equity

A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

Define brand equity.

A brand that is seen as prototypical of a product category is easy to extend outside the category.

________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.

According to the brand asset valuator model,which of the components of brand equity measures how aware and familiar consumers are with the brand?

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

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.

Apple's iPod Shuffle is an example of ________.

Intra-brand shifts in a company's sales are always undesirable.

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.

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

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

What is positive customer-based brand equity?

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

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

Brand equity arises from unanimity in consumer response.

Explain the concept of brand knowledge.

According to brand asset valuator model,declining brands show ________.

If a brand element can be used to introduce new products in the same or different categories,the brand element is said to be ________.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Conducting Marketing Research

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters