Exam 2: Enhancing Brand Equity and Accountability

The most important requirement for co-branding is that _____.

From the marketer's standpoint,marcom's objective is to ultimately affect _____.

Name and describe the three ways by which brand equity is enhanced.

A _____ is a name,term,sign,symbol,or design,or a combination of them intended to identify the goods and services of one seller or group of sellers to differentiate them from those of competition.

One difficulty with measuring marcom effectiveness is the identification of an appropriate measure,or metric,of effectiveness.

A potential downside for the host brand with respect to ingredient branding is that the equity of the ingredient brand might be so great that it overshadows the host brand.

This dimension includes brands that are down-to-earth,honest,wholesome,and cheerful.

Brand image can be thought of in terms of the types of associations that come to the customer's or consumer's mind when contemplating a particular brand.

The concept of brand equity is considered only from the perspective of the customer.

Which of the following is NOT a trait shared by the world's strongest brands?

Marketing communicators _____ meaning and create associations for their brands by connecting them with other objects that already possess well-known meaning.

When a marketing communicator connects a consumer good with a representation of the culturally constituted world,s/he is engaging in _____.

Measuring marcom effectiveness is relatively simple,and most organizations are currently doing a sophisticated job of doing so.

From the perspective of the customer,brand preference is the basic dimension of brand equity.

Tide laundry detergent is a well known brand that sells for approximately $8.00 for a 64 ounce bottle,and Procter & Gamble usually sells 2 million of these sizes each year.An average private label store brand costs $6.00 for the same size,and typically 1 million are sold each year.What is Tide's revenue premium?

From the perspective of the customer or consumer,_____ is the extent to which they are familiar with the brand and have stored in their memory favorable,strong,and unique brand associations.

Brand associations can be conceptualized in terms of type,favorability,strength,and uniqueness.

Which technique is increasingly being used to assess the relative effect each program element has compared to the effects of other elements?

A technique called promotion-mix modeling is increasingly being used to determine the relative effect each marcom program element has on sales volume compared to the effects of other elements.

The types of associations that come to the consumer's mind when contemplating a particular brand is known as _____.