Brand Equity

Topics: Brand, Brand management, Branding Pages: 39 (8576 words) Published: July 30, 2013

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: 273Level of difficulty: Easy

2. The strategic branch 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: 274Level of difficulty: Hard

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: 274 Level of difficulty: Medium

4. The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality. a. kings’

b. churches’
c. consumers’
d. governments’
e. guilds’
Answer: ePage: 274Level of difficulty: Medium

5. 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: 274Level of difficulty: Medium

6. The world’s strongest brands share common attributes. Which of the following would NOT be among those common attributes? a. The brand that spends the most is the most respected and valued. b. The company monitors sources of brand equity.

c. The pricing strategy is based on consumer perceptions of value. d. The brand stays relevant.
e. The brand excels at delivering the benefits consumers truly desire. Answer: aPage: 275Level of difficulty: Hard

7. ________ 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: 275 Level of difficulty: Easy

8. Brand ________ is the added value endowed to products and services. a. loyalty
b. equity
c. preference
d. satisfaction
e. benefits
Answer: bPage: 276 Level of difficulty: Medium

9. 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. consumer-based brand equity
Answer: ePage: 276 Level of difficulty: Hard

10. ________ 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. Consumer-based brand equity
c. Product-driven brand equity
d. Service-driven brand equity
e. Function-based brand equity
Answer: bPage: 277 Level of difficulty: Medium

11. 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: a Page: 277Level of difficulty: Easy

12. ________ is what drives the differences that manifest themselves in brand equity. a. Brand image...
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