Chapter Nine

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Chapter 9: Creating Brand Equity


Multiple Choice

1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price
b. promotion
c. a great product or service
d. a great slogan
e. a brand concept
Answer: cPage: 260Difficulty: Easy

2. The strategic brand management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge
b. Identifying and establishing brand positioning
c. Planning and implementing brand marketing
d. Measuring and interpreting brand performance
e. Growing and sustaining brand value
Answer: aPage: 260Difficulty: HardAACSB: Analytic Skills

3. 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. holistic product concept

b. product concept
c. service concept
d. brand
e. brand image
Answer: dPage: 260Difficulty: MediumAACSB: Analytic Skills

4. Consumers learn about brands through ________ and product marketing programs. a. the mass media
b. past experiences with the product
c. the sales force
d. shopping bots
e. independent information sources
Answer: bPage: 260Difficulty: MediumAACSB: Analytic Skills

5. ________ is endowing products and services with the power of a brand. a. Brand image
b. The branding concept
c. Branding
d. Brand positioning
e. Brand partitioning
Answer: cPage: 263Difficulty: Easy

6. Brand ________ is the added value endowed to products and services. a. loyalty
b. equity
c. preference
d. satisfaction
e. benefits
Answer: bPage: 263Difficulty: Medium

7. The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time. a. product-based brand equity
b. service-based brand equity
c. functional-based brand equity
d. mission-driven brand equity
e. customer-based brand equity
Answer: ePage: 263Difficulty: HardAACSB: Analytic Skills

8. ________ can be defined as 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
Answer: bPage: 263Difficulty: MediumAACSB: Analytic Skills

9. If consumers do not demonstrate different responses to different brands within a product category, then the products are essentially commodities or generic versions and competition will probably be based on ________. a. emotional attachment

b. brand awareness
c. advertising expenditure
d. price
e. prestige
Answer: dPage: 263Difficulty: HardAACSB: Reflective Thinking

10. When a consumer expresses thoughts, feelings, images, experiences, beliefs, and so on that become associated with the brand, the consumer is expressing brand ________. a. knowledge
b. loyalty
c. behavior
d. preference
e. equity
Answer: aPage: 241Difficulty: MediumAACSB: Analytic Skills

11. The challenge for marketers in building a strong brand is ________. a. ensuring that customers have the right type of experiences with products and their marketing programs to create the desired brand knowledge b. pricing the product at a point that maximizes sales volumes c. minimizing the number of people to whom the product is targeted in order to provide consumers with a personalized experience d. retain as many customers as possible in order to minimize the costs and pressure associated with continually generating new leads...
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