Question 1

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)   knowledgeF) B) and E)
G) None of the above

Question 2

In what ways can brand extensions improve the odds of new-product success?

Accepted Answer

Consumers make inferences and form expec...

Question 3

Brand ________ is the added value endowed to products and services.

Accepted Answer

A)   loyalty
B)   equity
C)   preference
D)   identity
E)   licensingF) A) and E)
G) A) and C)

Question 4

According to the BRANDZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Accepted Answer

A) True 
 B)False

Question 5

Identify the three important principles for internal branding.

Accepted Answer

Three important principles for...

Question 6

Define brand equity.

Accepted Answer

Brand equity is the added value endowed ...

Question 7

According to brand asset valuator model, declining brands show ________.

Accepted Answer

A)   higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still
B)   high relevance-appropriateness of brand's appeal-a lower level of energy and differentiation, and even lower knowledge
C)   high levels on energy, differentiation, relevance, knowledge, and esteem
D)   higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still
E)   high knowledge-evidence of past performance-a lower level of esteem, and even lower relevance, energy, and differentiationF) A) and E)
G) A) and D)

Question 8

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ of the brand value chain.

Accepted Answer

A)   program multiplier
B)   brand multiplier
C)   market multiplier
D)   customer multiplier
E)   profit multiplierF) A) and C)
G) A) and B)

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

Describe the three ingredients of customer-based brand equity.

Accepted Answer

The three key ingredients of customer-ba...

Question 12

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-brandingF) C) and D)
G) A) and B)

Question 13

Brand equity is essentially the same as brand valuation.

Accepted Answer

A) True 
 B)False

Question 14

A ________ is a set of all brand lines that a particular seller makes.

Accepted Answer

A)   brand platform
B)   brand image
C)   cobrand
D)   brand extension
E)   brand mixF) B) and E)
G) A) and E)

Question 15

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

Accepted Answer

A)   product licensing
B)   brand extensions
C)   brand architecture
D)   brand audits
E)   brand dilutionsF) A) and C)
G) B) and E)

Question 16

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?

Accepted Answer

The firm can: (1) develop new ...

Question 17

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

Accepted Answer

A)   resonance
B)   salience
C)   imagery
D)   performance
E)   feelingsF) B) and E)
G) A) and B)

Question 18

Which of the following is a marketing advantage of strong brands?

Accepted Answer

A)   no vulnerability to marketing crises
B)   more elastic consumer response to price increases
C)   guaranteed profits
D)   additional brand extension opportunities
E)   more inelastic consumer response to price decreasesF) A) and B)
G) A) and E)

Question 19

Adam wants to buy a washing machine and is looking for something that is not too expensive. When he goes to make the purchase, he finds there are two options that meet his requirements. One is a Samsung product, while the other is a newly imported South Korean brand. Adam is not very familiar with the latter and does not hesitate in choosing Samsung. This example implies that ________.

Accepted Answer

A)   the imported brand will not survive the competition from Samsung
B)   Samsung has a positive customer brand equity
C)   the South Korean company has a low advertising budget
D)   the imported brand is unreliable
E)   the Samsung washing machine has better features than the imported brandF) D) and E)
G) None of the above

Question 20

Explain the concept of brand knowledge.

Accepted Answer

Brand knowledge consists of all the thou...

Exam 9: Creating Brand Equity

Which of the following is a marketing advantage of strong brands?

Correct Answer
verified

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

Correct Answer
verified

According to brand asset valuator model, declining brands show ________.

Correct Answer
verified

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

Correct Answer
verified

According to the BRANDZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Correct Answer
verified

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

Correct Answer
verified

Identify the three important principles for internal branding.

Correct Answer
verified
Three important principles for...
View Answer

Brand ________ is the added value endowed to products and services.

Correct Answer
verified

Brand equity is essentially the same as brand valuation.

Correct Answer
verified

Define brand equity.

Correct Answer
verified
Brand equity is the added value endowed ...
View Answer

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

Correct Answer
verified

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?

Correct Answer
verified
The firm can: (1) develop new ...
View Answer

Explain the concept of brand knowledge.

Correct Answer
verified
Brand knowledge consists of all the thou...
View Answer

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

A ________ is a set of all brand lines that a particular seller makes.

Correct Answer
verified

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ of the brand value chain.

Correct Answer
verified

Describe the three ingredients of customer-based brand equity.

Correct Answer
verified
The three key ingredients of customer-ba...
View Answer

In what ways can brand extensions improve the odds of new-product success?

Correct Answer
verified
Consumers make inferences and form expec...
View Answer

Exam 9: Creating Brand Equity

Which of the following is a marketing advantage of strong brands?

Correct AnswerverifiedShow Answer

Two advantages of ________ are that they can facilitate new-product acceptance and provide positive feedback to the parent brand and company.

Correct AnswerverifiedShow Answer

According to brand asset valuator model, declining brands show ________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

According to the BRANDZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top.

Correct AnswerverifiedShow Answer

With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop positive and accessible reactions?

Correct AnswerverifiedShow Answer

Identify the three important principles for internal branding.

Correct AnswerverifiedThree important principles for...View AnswerShow Answer

Brand ________ is the added value endowed to products and services.

Correct AnswerverifiedShow Answer

Brand equity is essentially the same as brand valuation.

Correct AnswerverifiedShow Answer

Define brand equity.

Correct AnswerverifiedBrand equity is the added value endowed ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedThe firm can: (1) develop new ...View AnswerShow Answer

Explain the concept of brand knowledge.

Correct AnswerverifiedBrand knowledge consists of all the thou...View AnswerShow Answer

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A ________ is a set of all brand lines that a particular seller makes.

Correct AnswerverifiedShow Answer

Clarity, relevance, distinctiveness, and consistency are factors that influence the ________ of the brand value chain.

Correct AnswerverifiedShow Answer

Describe the three ingredients of customer-based brand equity.

Correct AnswerverifiedThe three key ingredients of customer-ba...View AnswerShow Answer

In what ways can brand extensions improve the odds of new-product success?

Correct AnswerverifiedConsumers make inferences and form expec...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Three important principles for...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Brand equity is the added value endowed ...
View Answer

Correct Answer
verified

Correct Answer
verified
The firm can: (1) develop new ...
View Answer

Correct Answer
verified
Brand knowledge consists of all the thou...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The three key ingredients of customer-ba...
View Answer

Correct Answer
verified
Consumers make inferences and form expec...
View Answer