Exam 9: Creating Brand Equity

Identify and define the two general categories into which brand extensions fall.

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

The decision as to how to brand new products is especially critical.When a firm introduces a new product,it has three main choices.What are those choices

In its focus on bottom-line financial value,the ________ approach often overlooks the "option value" of brands and their potential to affect future revenues and costs.

Physical goods,services,and stores can be branded,but ideas and people cannot.

If the Olive Garden sends employees to special classes to teach them the value of the brand and how pasta is much more than just pasta,Olive Garden is using ________ to accomplish this task.

Dannon has introduced several types of Dannon yogurt ________ through the years-Fruit on the Bottom,All Natural Flavors,and Fruit Blends.

Brand knowledge is indicated when the consumer refuses to purchase competitive brands.

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

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.

Matt always thinks of Die Hard batteries when he thinks of a dependable car battery.This is an example of brand ________.

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

There are six criteria used in creating brand elements.The first three can be characterized as "brand building" in terms of how brand equity can be built through the judicious choice of a brand element.The latter three are more "defensive" and are concerned with how the brand equity contained in the brand element can be leveraged and preserved in the face of different opportunities and constraints.List and briefly characterize the six criteria.

A marketing manager stresses to a newly hired brand manager the importance of having a strong brand.All of the following would be advantages that the marketing manager might stress to his subordinate EXCEPT ________.

________ can be defined as the differential effect that brand knowledge has on consumer response to the marketing of that brand.

Advertising agency Young and Rubicam (Y&R)developed a model of brand equity called Brand Asset Valuator (BAV).What is the intent of the BAV model List and briefly characterize the five key components (pillars)of brand equity.

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace,it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology.This is an example of ________.

The earliest signs of branding in Europe were the medieval ________ requirement that craftspeople put trademarks on their products.

The quantity of a marketer's investment in brand building is the critical factor in building brand equity,not necessarily the quality.

The role of a ________ in the brand portfolio often may be to attract customers to the brand franchise.Trading up will often occur with this type of brand.