The first step in the strategic brand management process is ________.
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 value
Page: 241
B
The American Marketing Association defines a ________ as "a
name, term, sign, symbol, or design, or a combination of them,
intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those of competitors."
A) copyright
B) trademark
C) slogan
D) brand
E) logo
Page: 241
D
Branding is ________.
A) all about creating unanimity between
products
B) the process of performing market research and selling
products or services to customers
C) endowing products and
services with the power of a brand
D) the process of comparing
competing brands available in the market
E) use of online
interactive media to promote products and brands
Page: 243
C
Brand ________ is the added value endowed to products and services.
A) loyalty
B) equity
C) preference
D)
identity
E) licensing
Page: 243
B
________ is the differential effect that brand knowledge has on
consumer response to the marketing of that brand.
A)
Mission-driven brand equity
B) Customer-based brand equity
C) Product-driven brand equity
D) Service-driven brand
equity
E) Function-based brand equity
Page: 244
B
________ is the differential effect that brand knowledge has on
consumer response to the marketing of that brand.
A)
Mission-driven brand equity
B) Customer-based brand equity
C) Product-driven brand equity
D) Service-driven brand
equity
E) Function-based brand equity
Page: 244
B
When a consumer expresses thoughts, feelings, images, experiences,
and beliefs associated with the brand, the consumer is expressing
________.
A) brand knowledge
B) ethnocentric bias
C)
self-serving bias
D) cognitive dissonance
E) brand identity
Page: 244
A
The challenge for marketers in building a strong brand is ________.
A) ensuring that customers have the right type of experiences
with their products and marketing programs to create the desired brand
knowledge
B) pricing the product at a point that maximizes sales
volume
C) minimizing the number of people to whom the product is
targeted in order to provide consumers with a personalized experience
D) minimizing the impact of customer brand equity
E)
avoiding the usage of an established brand to introduce a new product
in the market
Page: 244
A
Which of the following is a marketing advantage of strong brands?
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 decreases
Page: 244
D
When a marketer expresses his or her vision of what the brand must be
and do for consumers, they are expressing what is called ________.
A) a brand promise
B) a brand personality
C) a brand
identity
D) a brand position
E) a brand
revitalization
Page: 245
A
Identify the four pillars of brand equity, according to brand asset
valuator model.
A) relevance, performance, bonding, and
advantage
B) presence, performance, advantage, and
bonding
C) energized differentiation, relevance, esteem, and
knowledge
D) brand salience, brand feelings, brand imagery, and
brand performance
E) energized differentiation, esteem, brand
feelings, and brand salience
Page: 245
C
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?
A)
energized differentiation
B) relevance
C) esteem
D)
knowledge
E) advantage
Page: 245
A
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?
A) knowledge
B) energized differentiation
C)
esteem
D) advantage
E) presence
Page: 245
C
According to the brand asset valuator model, which of the components
of brand equity measures how aware and familiar consumers are with the
brand?
A) esteem
B) energized differentiation
C)
relevance
D) knowledge
E) presence
Page: 245
D
According to the brand asset valuator model, which of the components
of brand equity measures the breadth of a brand's appeal?
A)
differentiation
B) relevance
C) esteem
D) knowledge
E) value
Page: 245
B
According to brand asset valuator model, energized differentiation
and relevance, the two pillars of brand equity combine to determine
what is called brand ________.
A) position
B) image
C) depth
D) knowledge
E) strength
Page: 245
E
According to brand asset valuator model, esteem and knowledge, the
two pillars of brand equity together create ________, a "report
card" on past performance and a current indicator of current
value.
A) brand stature
B) brand parity
C) brand
strength
D) brand personality
E) brand architecture
Page: 245
A
According to the brand asset valuator model, strong new brands show
________.
A) higher levels of esteem and knowledge than
relevance, whereas both differentiation and energy are lower
still
B) higher levels of differentiation and energy than
relevance, whereas both esteem and knowledge are lower still
C)
high knowledge—evidence of past performance—a lower level of esteem,
and even lower relevance, energy, and differentiation
D) high
levels on energy, differentiation, relevance, knowledge, and
esteem
E) low levels on energy, differentiation, relevance,
knowledge, and esteem
Page: 245
B
According to brand asset valuator model, leadership brands show
________.
A) high levels of energy, differentiation, relevance,
knowledge, and esteem
B) higher levels of esteem and knowledge
than relevance, whereas both differentiation and energy are
lower still
C) higher levels of differentiation and energy than
relevance, whereas both esteem and knowledge are
lower
still
D) low levels on energy, differentiation, relevance,
knowledge, and esteem
E) high knowledge—evidence of past
performance—a lower level of esteem, and even lower relevance, energy,
and differentiation
Page: 245
A
According to brand asset valuator model, declining brands show
________.
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
differentiation
Page: 245
E
According to Young and Rubicam's brand asset valuator, a brand's
________ measures how well the brand is regarded and respected.
A) differentiation
B) energy
C) relevance
D)
esteem
E) knowledge
Page: 245
D
Aromas Inc., introduced a new line of shower gels. To analyze
consumer reaction, the company interviewed people who bought them.
When Sarah was asked why she had chosen the new shower gel, she said
she bought it because a friend recommended it. Sarah is at which level
of the brand dynamics pyramid?
A) presence
B)
bonding
C) relevance
D) performance
E) advantage
Page: 246
A
If a consumer, trying to decide between alternatives, believes that a
particular brand delivers acceptable product performance and can be
short listed, she is in the ________ level of the brand dynamics
pyramid.
A) presence
B) relevance
C)
performance
D) advantage
E) bonding
Page: 246
C
Which of the following levels of the brand dynamics pyramid pertains
to consumer's needs?
A) advantage
B) relevance
C)
bonding
D) performance
E) presence
Page: 246
B
A consumer who expresses rational and emotional attachments to the
brand to the exclusion of most
other brands has reached the
________ level in the brand dynamics pyramid.
A)
advantage
B) relevance
C) presence
D)
performance
E) bonding
Page: 246
E
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?"
A) relevance
B) presence
C)
performance
D) advantage
E) bonding
Page: 247
B
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 "Does
this brand offer something better than the others?"
A)
performance
B) presence
C) advantage
D) bonding
E) relevance
Page: 247
C
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?"
A) performance
B) bonding
C) advantage
D) relevance
E) presence
Page: 247
A
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 "Does
this brand offer me something?"
A) advantage
B)
presence
C) relevance
D) bonding
E) performance
Page: 247
C
According to the BRANDZ model of brand strength, brand building
involves people progressing through a sequential series of steps.
Which of these steps convey the message " Nothing else beats this
brand"?
A) bonding
B) relevance
C) advantage
D) performance
E) presence
Page: 247
A
Brand salience ________.
A) is customers' emotional responses
and reactions with respect to the brand
B) is how often and how
easily customers think of the brand under various purchase or
consumption situations
C) is how well the product or service
meets customers' functional needs
D) describes the extrinsic
properties of the product or service, including the ways in which the
brand attempts to meet customers' psychological or social
needs
E) describes the relationship customers have with the brand
and the extent to which they feel they're "in sync" with
it
Page: 248
B
With respect to the "six brand building blocks," ________
signifies how well the product or service meets customers' functional
needs.
A) brand judgment
B) brand imagery
C) brand
salience
D) brand performance
E) brand resonance
Page: 248
D
With respect to the "six brand building blocks," ________
describes the extrinsic properties of the product or service,
including the ways in which the brand attempts to meet customers'
psychological or social needs.
A) brand imagery
B) brand
judgment
C) brand resonance
D) brand salience
E)
brand performance
Page: 248
A
With respect to the "six brand building blocks," ________
focuses on customers' own personal opinions and evaluations.
A)
brand salience
B) brand performance
C) brand imagery
D) brand judgment
E) brand resonance
Page: 249
D
With respect to the brand building pyramid, at which of the following
"building block levels" would we expect the consumer to
develop an intense, active loyalty?
A) salience
B) imagery
C) feelings
D) judgments
E) resonance
Page: 249
E
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?
A) resonance
B)
salience
C) imagery
D) performance
E) feelings
Page: 249
E
With respect to the "six brand building blocks," ________
describes the relationship customers have with the brand and the
extent to which they feel they're "in sync" with it.
A)
brand imagery
B) brand judgment
C) brand resonance
D)
brand salience
E) brand performance
Page: 249
C
With respect to the "six brand building blocks," ________
are customers' emotional responses and reactions with respect to the
brand.
A) brand imagery statements
B) brand
judgments
C) brand performances
D) brand feelings
E)
brand resonances
Page: 249
D
Which of the following "building block levels" corresponds
to the branding objectives of points-of-parity and difference?
A) performance and imagery
B) judgment and feelings
C)
resonance and salience
D) imagery and judgment
E) salience
and feelings
Page: 249
A
With respect to the brand building pyramid, the branding objective of
developing deep, broad brand awareness corresponds to which of the
following "building block levels"?
A)
resonance
B) imagery
C) performance
D) salience
E)
judgment
Page: 249
D
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?
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
Page: 249
C
Red Bull enlisted college students as "Red Bull student brand
managers" to distribute samples, research drinking trends, design
on-campus product promotion activities, and write stories for student
newspapers. From a marketing management perspective, which of the
following brand equity drivers is most applicable in the given
scenario?
A) the profitability associated with brand
development
B) associations indirectly transferred to the brand
by linking it to a person
C) the product and all accompanying
marketing activities and supporting marketing programs
D) the
initial choices for the brand elements or identities making up the
brand
E) associations indirectly transferred to the brand by
linking it to a place
Page: 250
C
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?
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 programs
Page: 250
A
________ are devices that can be trademarked and serve to identify
and differentiate the brand.
A) Brand elements
B) Brand
value propositions
C) Brand perceptions
D) Brand images
E) Brand extensions
Page: 250
A
If a brand element can be used to introduce new products in the same
or different categories, the brand element is said to be ________.
A) memorable
B) meaningful
C) likeable
D)
transferable
E) adaptable
Page: 250
D
If consumers can easily recall and recognize a brand element, the
brand element is said to be ________.
A) meaningful
B)
protectable
C) adaptable
D) transferable
E)
memorable
Page: 250
E
Which of the following is a defensive criterion for choosing brand
elements?
A) adaptable
B) memorable
C)
meaningful
D) likeable
E) significance
Page: 250
A
With respect to powerful brand elements, ________ is an extremely
efficient means to build brand equity. This element functions as a
useful "hook" or "handle" to help consumers grasp
what the brand is and what makes it special.
A) the tangibility
of a product
B) a product's shape
C) a slogan
D) a
patent
E) a copyright
Page: 251
C
A ________ can be defined as any information-bearing experience a
customer or prospect has with the brand, the product category, or the
market that relates to the marketer's product or service.
A)
brand value
B) brand personality
C) brand trait
D)
brand character
E) brand contact
Page: 251
E
The traditional "marketing-mix" concept and the notion of
the "four Ps" may not adequately describe modern marketing
programs. ________ is about mixing and matching marketing activities
to maximize their individual and collective effects.
A)
Personalized marketing
B) Mass customization
C) Globalized
marketing
D) Relationship marketing
E) Integrated marketing
Page: 251
E
Brand equity can be built by ________, which create(s) equity by
linking the brand to other information in memory that conveys meaning
to customers.
A) internal marketing
B) brand
transferability
C) secondary associations
D) customer
alignment
E) brand auditing
Page: 252
C
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 ________.
A) brand alliance
B) brand
essence
C) brand harmonization
D) brand parity
E)
brand bonding
Page: 253
E
________ consists of activities and processes that help inform and
inspire employees about brands.
A) Internal branding
B)
Personal branding
C) Individual branding
D) External
branding
E) Co-branding
Page: 253
A
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?
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 work
Page: 253
D
A ________ is a specialized group of consumers and employees whose
identification and activities focus around the brand.
A) brand
community
B) brand channel
C) brand association
D)
brand personality
E) brand cluster
Page: 253
A
Which of the following value creation processes means sharing the
brand "good news" and inspiring others to use the brand?
A) staking
B) badging
C) evangelizing
D)
justifying
E) milestoning
Page: 254
C
Which of the following value creation processes means detailing the
brand relationship journey in a
narrative way, often anchored by
and peppered with milestones?
A) documenting
B)
milestoning
C) badging
D) evangelizing
E) staking
Page: 254
A
Which of the following value creation processes means translating
milestones into symbols and artifacts?
A) staking
B)
evangelizing
C) milestoning
D) badging
E)
documenting
Page: 254
D
A structured approach to assessing the sources and outcomes of brand
equity and the manner in which marketing activities create the
financial worth of the brand is called ________.
A) the brand
value chain
B) the brand portfolio
C) the brand life cycle
D) brand partitioning
E) brand positioning
Page: 255
A
Competitive superiority and channel support are factors that
influence the ________ of the brand value chain.
A) program
multiplier
B) customer multiplier
C) brand multiplier
D) profit multiplier
E) market multiplier
Page: 255- 256
B
Clarity, relevance, distinctiveness, and consistency are factors that
influence the ________ of the brand
value chain.
A)
program multiplier
B) brand multiplier
C) market multiplier
D) customer multiplier
E) profit multiplier
Page: 255- 256
A
________ are a means of understanding where, how much, and in what
ways brand value is being created to facilitate day-to-day decision
making.
A) Internal marketing campaigns
B) Brand portfolio
audits
C) Brand value chains
D) Sales cycles
E)
Brand-tracking studies
Page: 256
E
________ is the job of estimating the total financial worth of the
brand.
A) Brand tracking
B) Brand auditing
C) Brand
equity
D) Brand valuation
E) Brand harmonization
Page: 256
D
Apple's ipod shuffle is an example of ________.
A) a
sub-brand
B) a parent brand
C) family brand
D) a brand
mix
E) an umbrella brand
Page: 260
A
When a firm uses an established brand to introduce a new product, it
is called a ________.
A) brand harmonization
B) brand
valuation
C) brand extension
D) brand positioning
E)
brand parity
Page: 260
C
A parent brand that is associated with multiple products through
brand extensions is also called a(n)________.
A) category brand
B) subbrand
C) extension brand
D) family brand
E) line brand
Page: 260
D
The introduction of diet coke by the Coca Cola Company is an example
of ________.
A) line extension
B) brand
harmonization
C) category extension
D) brand
dilution
E) co-branding
Page: 260-261
A
A ________ consists of all productsoriginal as well as line and
category extensionssold under a particular brand.
A) brand line
B) cobrand
C) generic brand
D) licensed product
E) subbrand
Page: 261
A
A major advantage of a ________ strategy is that the company does not
tie its reputation to the product.
A) blanket family name
B) licensing
C) separate family brand name
D)
category extension
E) brand revitalization
Page: 261
C
Starbucks introduced ice creams in the same flavors as the
frappucinos it sold in its coffee shops. This is an example of
________.
A) brand dilution
B) cobranding
C) brand
variants
D) category extension
E) brand harmonization
Page: 261
D
A ________ is a set of all brand lines that a particular seller
makes.
A) brand platform
B) brand image
C)
cobrand
D) brand extension
E) brand mix
Page: 261
E
A ________ is the set of all brands and brand lines a particular firm
offers for sale to buyers in a particular category.
A) brand
architecture
B) brand position
C) brand portfolio
D)
brand extension
E) brand image
Page: 262
C
The hallmark of an optimal brand portfolio is ________.
A) the
ability of each brand to maximize equity in combination with all the
other brands in it
B) the ability of each brand to maximize its
individual equity in isolation
C) maximum brand overlap
D)
the eventual reduction of brand differentiation to create a unified
brand appearance
E) maximum internal competition within the
firm
Page: 263
A
________ brands are positioned with respect to competitors' brands so
that more important (and more profitable) flagship brands can retain
their desired positioning.
A) Flanker
B) Attacker
C)
Defender
D) Cash cow
E) Simulation
Page: 263
A
Two advantages of ________ are that they can facilitate new-product
acceptance and provide positive feedback to the parent brand and
company.
A) product licensing
B) brand extensions
C)
brand architecture
D) brand audits
E) brand dilutions
Page: 264
B
According to Ries and Trout, Cadbury suffered from ________ when the
company allowed its brand to become diluted by putting their name on
such variants as mashed potatoes, powdered milk, and soups, apart from
chocolates and candies.
A) liquidity trap
B) cognitive
dissonance
C) branding fallout
D) cannibalization
E)
line-extension trap
Page: 265
E
Even if sales of a brand extension are high and meet targets, the
revenue may be coming from consumers switching to the extension from
existing parent-brand offeringsin effect ________ the parent brand.
A) diluting
B) cannibalizing
C) reinforcing
D)
eroding
E) revamping
Page: 265
B
In its focus on bottom-line financial value, the ________ approach
often overlooks the "option value" of brands and their
potential to affect future revenues and costs.
A) brand equity
B) brand value chain
C) customer tracking
D)
customer equity
E) brand extension
Page: 268
D
Consumers may evaluate identical products differently depending on
how they are branded.
Page: 242
true
Physical goods, services, and stores can be branded, but ideas and
people cannot.
Page: 243
false
One of the advantages of having a strong brand is the ability to have
a more elastic consumer response to price decreases of the brand.
Page: 244
true
Brand equity arises from unanimity in consumer response.
Page: 244
false
The quantity, rather than quality, of a marketer's investment in
brand building is the critical factor in building brand equity.
Page: 245
false
According to brand asset valuator (BAV) model, knowledge is one of
the key components of brand equity.
Page: 245
true
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.
Page: 246
false
Under the BRANDZ model of brand strength, customers who are bonded to
the brand believe "nothing else beats it."
Page: 247
true
Brand salience describes the extrinsic properties of the product or
service, including the ways in which the brand attempts to meet
customers' psychological or social needs.
Page: 248
false
Brand imagery is a consumer's emotional response and reaction with
respect to the brand.
Page: 248
false
One of the selection criteria for creating a successful brand element
is that it should be protectable.
Page: 250
true
If a brand element has the characteristic of being memorable, the
brand is credible and suggestive of the type of person who might use
the brand.
Page: 250
false
Brands are built only by advertising.
Page: 251
false
To achieve integrated marketing, marketers need a variety of
different marketing activities that consistently reinforce the brand
promise.
Page: 251
true
Brand equity can be built by linking the brand to sources, such as
channels of distribution as well as to
other brands.
Page: 252
true
The brand promise will not be delivered unless everyone in the
company lives the brand.
Page: 253
true
Modifying a brand to suit group-level or individual needs is called
staking.
Page: 254
false
A brand community can be a constant source of inspiration and
feedback for product improvements or innovations.
Page: 254
true
The indirect approach to assessing brand equity assesses the actual
impact of brand knowledge on consumer response to different aspects of
marketing.
Page: 255
false
Spending on product research, development, and design constitutes
investment in the brand value development process.
Page: 255
true
The brand audit can be used to set strategic direction for the brand.
Page: 256
true
Brand equity is essentially the same as brand valuation.
Page: 256
false
When change is necessary, marketers should vigorously preserve and
defend sources of brand equity.
Page: 258
true
An important part of reinforcing brands is providing uniform and
unchanging marketing support.
Page: 258
false
When a parent brand covers a new product within a product category it
currently serves, it is called a line extension.
Page: 260
true
A firm's branding strategy is also called the brand
architecture.
Page: 260
true
When Honda expanded its brand into such areas as automobiles,
snowblowers, and marine engines, it was pursuing a strategy called
line extension.
Page: 261
false
Increasing shelf presence and retailer dependence in the store is one
of the reasons for introducing
multiple brands in a
category.
Page: 262
true
Flankers are brands that may be kept around despite dwindling sales
because they manage to maintain their profitability with virtually no
marketing support.
Page: 263
false
The role of a relatively high-priced brand in the portfolio is often
to attract customers to the brand franchise or to "build
traffic".
Page: 263
false
Brand extensions can reduce the costs of introductory launch
campaigns and make it easier to convince retailers to stock and
promote a new product.
Page: 264
true
Brand differentiation occurs when consumers no longer associate a
brand with a specific product or highly similar products and start
thinking less of the brand.
Page: 265
false
Intrabrand shifts in a company's sales are always undesirable.
Page: 265
false
Marketers must judge each potential brand extension by how
effectively it leverages existing brand equity from the parent brand,
as well as how effectively, in turn, it contributes to the parent
brand's equity.
Page: 265
true
Research indicates that high-quality brands stretch farther than
average-quality brands, although both types of brands have
boundaries.
Page: 266
true
A brand that is seen as prototypical of a product category is easy to
extend outside the category.
Page: 266
false
A successful extension cannot only contribute to the parent brand
image but also enable a brand to be extended even farther.
Page: 266
true
The most effective advertising strategy for an extension emphasizes
the parent brand.
Page: 267
false
Customer lifetime value is affected by revenue and by the costs of
customer acquisition, retention, and cross-selling.
Page: 268
true
Both brand equity and customer equity emphasize the importance of
customer loyalty and the notion that we create value by having as many
customers as possible pay as high a price as possible.
Page: 268
true