Question 1

Six brand elements assist in brand building.Which of the following would NOT be among those preferred brand elements

Accepted Answer

A)  Adaptable 
B)  Protectible 
C)  Memorable 
D)  Likable 
E)  Subliminal nature

Question 2

Distinguish between brand identity and brand image.

Accepted Answer

The answer of Distinguish between brand identity and brand image....

Question 3

Many tactical changes to the marketing program may be necessary to maintain the strategic thrust and direction of the brand,but unless there is some change in the marketing environment,there is little need to deviate from a successful positioning.

Accepted Answer

A) True 
 B)False

Question 4

There are a number of specific roles brands can play as part of a brand portfolio.List and briefly describe the four roles described in the text.

Accepted Answer

The answer of There are a number of specific roles...

Question 5

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Accepted Answer

A)  differentiation 
B)  energy 
C)  relevance 
D)  esteem 
E)  knowledge

Question 6

Competitive superiority and channel and other intermediary 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

Question 7

From a marketing management perspective,there are three main sets of brand equity drivers.Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand

Accepted Answer

A)  The product and all accompanying marketing activities and supporting marketing programs 
B)  The service and all accompanying marketing activities and programs 
C)  The initial choices for the brand elements or identities making up the brand 
D)  Associations indirectly transferred to the brand by linking it to some other entity 
E)  The profitability associated with brand development

Question 8

Strong brands possess all of the following marketing advantages EXCEPT ________.

Accepted Answer

A)  greater loyalty 
B)  larger margins 
C)  guaranteed profits 
D)  improved perceptions of product performance 
E)  more elastic consumer response to price decreases

Question 9

According to the BRANDZ model of brand strength,brand building involves a series of five sequential steps.What are those five sequential steps

Accepted Answer

The answer of According to the BRANDZ model of brand...

Question 10

When a firm uses an established brand to introduce a new product,it is called a________.

Accepted Answer

A)  subbrand 
B)  brand value 
C)  brand extension 
D)  brand mix 
E)  brand posture

Exam 9: Creating Brand Equity