Question 1

The first step in the strategic brand management process is ________.

Accepted Answer

A)   measuring consumer brand loyalty
B)   identifying and establishing brand positioning
C)   planning and implementing brand marketing
D)   measuring and interpreting brand performance
E)   growing and sustaining brand valueF) B) and D)
G) D) and E)

Question 2

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) All of the above

Question 3

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address the question "Do I know about this brand?"

Accepted Answer

A)   relevance
B)   presence
C)   performance
D)   advantage
E)   bondingF) None of the above
G) A) and D)

Question 4

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 an IFB Bosch 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 Bosch.This example implies that ________.

Accepted Answer

A)   the imported brand will not survive the competition from Bosch
B)   Bosch has a positive customer brand equity
C)   the South Korean company has a low advertising budget
D)   the imported brand is unreliable
E)   the Bosch washing machine has better features than the imported brandF) A) and E)
G) C) and D)

Question 5

________ is the job of estimating the total financial worth of the brand.

Accepted Answer

A)   Brand tracking
B)   Brand auditing
C)   Brand equity
D)   Brand valuation
E)   Brand harmonizationF) D) and E)
G) B) and E)

Question 6

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.The brand caters to an elite clientele whose satisfaction with the brand has always been evident.Apart from being high-end,Louboutin footwear signifies power in elite social circles.Celebrities are often seen sporting "Loubs" at special occasions,such as movie premieres.This has resulted in people associating Louboutin footwear with class and power.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

Accepted Answer

A)   knowledge
B)   energized differentiation
C)   esteem
D)   advantage
E)   presenceF) A) and D)
G) A) and C)

Question 7

Describe the function of brand tracking studies.

Accepted Answer

To understand how the sources and outcom...

Question 8

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address or answer the question "Can this brand deliver?"

Accepted Answer

A)   performance
B)   bonding
C)   advantage
D)   relevance
E)   presenceF) B) and C)
G) B) and E)

Question 9

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 10

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Accepted Answer

A)   the associations indirectly transferred to the brand by linking it to a place or thing
B)   the product and all accompanying marketing activities and supporting marketing programs
C)   the initial choices for the brand elements or identities making up the brand
D)   the profitability associated with brand development
E)   the service and all accompanying marketing activities and programsF) C) and E)
G) B) and D)

Question 11

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Accepted Answer

A)   differentiation
B)   relevance
C)   esteem
D)   knowledge
E)   valueF) D) and E)
G) A) and E)

Question 12

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public.His experiences with Shell have always been good resulting in positive brand contact.Mark is most likely experiencing ________.

Accepted Answer

A)   brand alliance
B)   brand essence
C)   brand harmonization
D)   brand parity
E)   brand bondingF) A) and B)
G) A) and E)

Question 13

Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991.Since 1992,his designs have incorporated the shiny,red-lacquered soles that have become his signature.These red-lacquered soles and high stilettos of Louboutin distinguish him from other designer shoe brands.In accordance with the brand asset valuator model,which of the following components of brand equity has Louboutin fulfilled in the given scenario?

Accepted Answer

A)   energized differentiation
B)   relevance
C)   esteem
D)   knowledge
E)   advantageF) C) and E)
G) A) and D)

Question 14

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

Accepted Answer

A)   brand harmonization
B)   brand valuation
C)   brand extension
D)   brand positioning
E)   brand parityF) B) and E)
G) A) and C)

Question 15

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

Accepted Answer

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

Question 16

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

Accepted Answer

A)   choosing the right moment to capture employees' attention and imagination
B)   furnishing energizing and informative internal communication
C)   bringing the brand alive for employees
D)   linking internal and external marketing
E)   understanding how brand communities workF) B) and E)
G) A) and E)

Question 17

The brand audit can be used to set strategic direction for the brand.

Accepted Answer

A) True 
 B)False

Question 18

________ consists of activities and processes that help inform and inspire employees about brands.

Accepted Answer

A)   Internal branding
B)   Personal branding
C)   Individual branding
D)   External branding
E)   Co-brandingF) A) and E)
G) A) and B)

Question 19

Describe the meaning and function of a brand audit.

Accepted Answer

To better understand the sources of bran...

Question 20

Brand equity arises from unanimity in consumer response.

Accepted Answer

A) True 
 B)False

Exam 8: Creating Brand Equity

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public.His experiences with Shell have always been good resulting in positive brand contact.Mark is most likely experiencing ________.

Correct Answer
verified

Correct Answer
verified

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Correct Answer
verified

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

Correct Answer
verified

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address the question "Do I know about this brand?"

Correct Answer
verified

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address or answer the question "Can this brand deliver?"

Correct Answer
verified

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

Correct Answer
verified

Correct Answer
verified

Describe the function of brand tracking studies.

Correct Answer
verified
To understand how the sources and outcom...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

The first step in the strategic brand management process is ________.

Correct Answer
verified

Correct Answer
verified

The brand audit can be used to set strategic direction for the brand.

Correct Answer
verified

Describe the meaning and function of a brand audit.

Correct Answer
verified
To better understand the sources of bran...
View Answer

________ is the job of estimating the total financial worth of the brand.

Correct Answer
verified

________ consists of activities and processes that help inform and inspire employees about brands.

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

Brand equity arises from unanimity in consumer response.

Correct Answer
verified

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Correct Answer
verified

Exam 8: Creating Brand Equity

Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public.His experiences with Shell have always been good resulting in positive brand contact.Mark is most likely experiencing ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content.From a marketing management perspective,which of the brand equity drivers is most applicable in the given scenario?

Correct AnswerverifiedShow Answer

AT&T's business campaign not only helped to change public perceptions of the company,it also signaled to employees that AT&T was determined to be a leader in telecommunication services.Which principle of internal branding does this example portray?

Correct AnswerverifiedShow Answer

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address the question "Do I know about this brand?"

Correct AnswerverifiedShow Answer

According to the BRANDZ model of brand strength,brand building involves people progressing through a sequential series of steps.Which of these steps would address or answer the question "Can this brand deliver?"

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Describe the function of brand tracking studies.

Correct AnswerverifiedTo understand how the sources and outcom...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The first step in the strategic brand management process is ________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The brand audit can be used to set strategic direction for the brand.

Correct AnswerverifiedShow Answer

Describe the meaning and function of a brand audit.

Correct AnswerverifiedTo better understand the sources of bran...View AnswerShow Answer

________ is the job of estimating the total financial worth of the brand.

Correct AnswerverifiedShow Answer

________ consists of activities and processes that help inform and inspire employees about brands.

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

Brand equity arises from unanimity in consumer response.

Correct AnswerverifiedShow Answer

According to the brand asset valuator model,which of the components of brand equity measures the breadth of a brand's appeal?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
To understand how the sources and outcom...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
To better understand the sources of bran...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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