Question 1

Spending on product research,development,and design constitutes investment in the brand value development process.

Accepted Answer

A) True 
 B)False

Question 2

Identify the three important principles for internal branding presented in the text.

Accepted Answer

Three important principles for

Question 3

Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety).Explain the concept of brand knowledge.

Accepted Answer

Brand knowledge consists of all the thou

Question 4

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Accepted Answer

A) True 
 B)False

Question 5

Personalizing marketing is based on the fact that all customers are identical in several ways.

Accepted Answer

A) True 
 B)False

Question 6

The face of Betty Crocker has been updated several times in the past 75 years without losing any of its brand recognition.This brand element is ________.

Accepted Answer

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

Question 7

________ is what drives the differences that manifest themselves in brand equity.

Accepted Answer

A)  Brand image 
B)  Consumer income 
C)  Consumer purchasing power 
D)  Consumer knowledge 
E)  Brand perception 
A)  Brand image 
B)  Consumer income 
C)  Consumer purchasing power 
D)  Consumer knowledge 
E)  Brand perception

Question 8

List five advantages shared by other strong brands that you will most likely need to emulate to accomplish this objective.

Accepted Answer

Strong brands have the following advanta

Question 9

To improve employee morale,Miller Brewing has tapped into its brewing heritage to generate some pride and passion.This is an example of internal branding.

Accepted Answer

A) True 
 B)False

Question 10

One of the selection criteria for creating a successful brand element is that it should be protectible.

Accepted Answer

A) True 
 B)False

Question 11

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions of its various line extensions.Tide could be said to employ a preemptive cannibalization strategy in generating line extensions.What does this mean

Accepted Answer

In preemptive cannibalization,consumers

Question 12

A major advantage of a(n)________ strategy is that the company does not tie its reputation to the product.

Accepted Answer

A)  blanket family name 
B)  licensing 
C)  individual-names 
D)  category extension 
E)  brand revitalization 
A)  blanket family name 
B)  licensing 
C)  individual-names 
D)  category extension 
E)  brand revitalization

Question 13

Identify and describe the four value stages of the brand value chain.

Accepted Answer

The brand value creation process begins

Question 14

Internal branding is the perceptions and beliefs held by consumers,as reflected in the associations held in consumer memory.

Accepted Answer

A) True 
 B)False

Question 15

The strategic brand management process involves four main steps.Which of the following would NOT be among those steps

Accepted Answer

A)  Measuring consumer brand knowledge 
B)  Identifying and establishing brand positioning 
C)  Planning and implementing brand marketing 
D)  Measuring and interpreting brand performance 
E)  Growing and sustaining brand value 
A)  Measuring consumer brand knowledge 
B)  Identifying and establishing brand positioning 
C)  Planning and implementing brand marketing 
D)  Measuring and interpreting brand performance 
E)  Growing and sustaining brand value

Question 16

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called category extension of its brand.

Accepted Answer

A) True 
 B)False

Question 17

Scott Bedbury,author of A New Brand World,cites eight principles on which 21st-century branding should be built.List four of those principles.

Accepted Answer

Bedbury's eight principles are: (1)relyi

Question 18

According to Scott Bedbury's book,A New Brand World,all of the following are considered to be important principles for 21st-century branding EXCEPT ________.

Accepted Answer

A)  consumers will tell you what your brand image should be 
B)  relying on brand awareness has become marketing fool's gold 
C)  you have to know it before you can grow it 
D)  great brands establish enduring customer relationships 
E)  all brands need good parents 
A)  consumers will tell you what your brand image should be 
B)  relying on brand awareness has become marketing fool's gold 
C)  you have to know it before you can grow it 
D)  great brands establish enduring customer relationships 
E)  all brands need good parents

Question 19

Your company desires to have positive customer-based brand equity.What has to occur for this to happen

Accepted Answer

A brand is said to have positi

Question 20

As a branding manager,you have recommended to your board of directors a corporate policy of blanket family branding.Write a brief statement outlining the advantages of blanket family branding.

Accepted Answer

This policy is followed by Heinz and Gen

Exam 9: Creating Brand Equity

Spending on product research,development,and design constitutes investment in the brand value development process.

Identify the three important principles for internal branding presented in the text.

Volvo has a strong brand association with respect to brand knowledge when consumers perceive it as a very safe care (safety).Explain the concept of brand knowledge.

The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing.

Personalizing marketing is based on the fact that all customers are identical in several ways.

The face of Betty Crocker has been updated several times in the past 75 years without losing any of its brand recognition.This brand element is ________.

________ is what drives the differences that manifest themselves in brand equity.

List five advantages shared by other strong brands that you will most likely need to emulate to accomplish this objective.

To improve employee morale,Miller Brewing has tapped into its brewing heritage to generate some pride and passion.This is an example of internal branding.

One of the selection criteria for creating a successful brand element is that it should be protectible.

Tide laundry detergent maintains the same market share it had 50 years ago because of the sales contributions of its various line extensions.Tide could be said to employ a preemptive cannibalization strategy in generating line extensions.What does this mean

A major advantage of a(n)________ strategy is that the company does not tie its reputation to the product.

Identify and describe the four value stages of the brand value chain.

Internal branding is the perceptions and beliefs held by consumers,as reflected in the associations held in consumer memory.

The strategic brand management process involves four main steps.Which of the following would NOT be among those steps

When Honda expanded its brand into such areas as automobiles,snowblowers,and marine engines,it was pursuing a strategy called category extension of its brand.

Scott Bedbury,author of A New Brand World,cites eight principles on which 21st-century branding should be built.List four of those principles.

According to Scott Bedbury's book,A New Brand World,all of the following are considered to be important principles for 21st-century branding EXCEPT ________.

Your company desires to have positive customer-based brand equity.What has to occur for this to happen

As a branding manager,you have recommended to your board of directors a corporate policy of blanket family branding.Write a brief statement outlining the advantages of blanket family branding.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Conducting Marketing Research and Forecasting Demand

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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