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Exam 9: Creating Brand Equity

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Question 71

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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

F) A) and E)
G) A) and D)

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Question 72

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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

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

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Question 73

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

Competitive superiority and channel support are factors that influence the ________ of the brand value chain.

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.

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.

Describe the meaning and function of a brand audit.

When change is necessary, marketers should vigorously preserve and defend sources of brand equity.

If consumers can easily recall and recognize a brand element, the brand element is said to be ________.

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

One of the selection criteria for creating a successful brand element is that it should be protectable.

According to the brand asset valuator model, strong new brands show ________.

IBM's e-business campaign not only helped to change public perceptions of the company in the marketplace, it also sent a signal to employees that IBM was determined to be a leader in the use of Internet technology. Which principle of internal branding does this example portray?

Li Ning Sports Goods associates itself with the Olympics. It sponsored the Chinese table tennis, diving, gymnastics, and shooting teams. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?

A brand that is seen as prototypical of a product category is easy to extend outside the category.

Brand equity has four components-energized differentiation, relevance, esteem, and knowledge. How are these components combined to produce brand strength and brand stature?

________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning.

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.

When a parent brand covers a new product within a product category it currently serves, it is called a line extension.

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?