Question 1

A parent brand that is associated with multiple products through brand extensions is also called a ________.

Accepted Answer

A)  category brand 
B)  sub-brand 
C)  extension brand 
D)  family brand 
E)  line brand 
A)  category brand 
B)  sub-brand 
C)  extension brand 
D)  family brand 
E)  line brand

Question 2

Define brand equity.

Accepted Answer

Brand equity is the added value endowed

Question 3

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

Accepted Answer

A) True 
 B)False

Question 4

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

Accepted Answer

A)  copyright 
B)  trademark 
C)  slogan 
D)  brand 
E)  logo 
A)  copyright 
B)  trademark 
C)  slogan 
D)  brand 
E)  logo

Question 5

According to brand asset valuator model,energized differentiation and relevance,the two pillars of brand equity combine to determine what is called brand ________.

Accepted Answer

A)  position 
B)  image 
C)  depth 
D)  knowledge 
E)  strength 
A)  position 
B)  image 
C)  depth 
D)  knowledge 
E)  strength

Question 6

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

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

Question 7

The most effective advertising strategy for an extension emphasizes the parent brand.

Accepted Answer

A) True 
 B)False

Question 8

The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic."

Accepted Answer

A) True 
 B)False

Question 9

________ 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 10

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 11

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

Accepted Answer

A)  performance and imagery 
B)  judgment and feelings 
C)  resonance and salience 
D)  imagery and judgment 
E)  salience and feelings 
A)  performance and imagery 
B)  judgment and feelings 
C)  resonance and salience 
D)  imagery and judgment 
E)  salience and feelings

Question 12

What valuable functions can brands perform for a firm?

Accepted Answer

Brands perform a number of valuable func

Question 13

A ________ is a specialized group 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 14

Branding is ________.

Accepted Answer

A)  all about creating unanimity between products 
B)  the process of performing market research and selling products or services to customers 
C)  endowing products and services with the power of a brand 
D)  the process of comparing competing brands available in the market 
E)  use of online interactive media to promote products and brands 
A)  all about creating unanimity between products 
B)  the process of performing market research and selling products or services to customers 
C)  endowing products and services with the power of a brand 
D)  the process of comparing competing brands available in the market 
E)  use of online interactive media to promote products and brands

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

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

Question 17

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

Accepted Answer

A)  Flanker 
B)  Attacker 
C)  Defender 
D)  Cash cow 
E)  Simulation 
A)  Flanker 
B)  Attacker 
C)  Defender 
D)  Cash cow 
E)  Simulation

Question 18

Consumers may evaluate identical products differently depending on how they are branded.

Accepted Answer

A) True 
 B)False

Question 19

The introduction of diet coke by the Coca Cola Company is an example of ________.

Accepted Answer

A)  line extension 
B)  brand harmonization 
C)  category extension 
D)  brand dilution 
E)  co-branding 
A)  line extension 
B)  brand harmonization 
C)  category extension 
D)  brand dilution 
E)  co-branding

Question 20

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 and energy than relevance, whereas 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 and energy than relevance, whereas 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 parent brand that is associated with multiple products through brand extensions is also called a ________.

Define brand equity.

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

According to brand asset valuator model,energized differentiation and relevance,the two pillars of brand equity combine to determine what is called brand ________.

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.

The most effective advertising strategy for an extension emphasizes the parent brand.

The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic."

________ 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?

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

What valuable functions can brands perform for a firm?

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

Branding is ________.

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

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?"

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

Consumers may evaluate identical products differently depending on how they are branded.

The introduction of diet coke by the Coca Cola Company is an example of ________.

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

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

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Exam 8: Creating Brand Equity

A parent brand that is associated with multiple products through brand extensions is also called a ________.

Define brand equity.

A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther.

The American Marketing Association defines a ________ as "a name,term,sign,symbol,or design,or a combination of them,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors."

According to brand asset valuator model,energized differentiation and relevance,the two pillars of brand equity combine to determine what is called brand ________.

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.

The most effective advertising strategy for an extension emphasizes the parent brand.

The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic."

________ 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?

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

What valuable functions can brands perform for a firm?

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

Branding is ________.

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

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?"

________ brands are positioned with respect to competitors' brands so that more important (and more profitable)flagship brands can retain their desired positioning.

Consumers may evaluate identical products differently depending on how they are branded.

The introduction of diet coke by the Coca Cola Company is an example of ________.

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

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Managing Marketing in the Global Economy

Filters