Question 1

A ________ is a set of all brand lines that a particular seller makes.

Accepted Answer

A)   brand platform
B)   brand image
C)   cobrand
D)   brand extension
E)   brand mixF) B) and E)
G) All of the above

Question 2

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?

Accepted Answer

A)   salience
B)   imagery
C)   feelings
D)   judgments
E)   resonanceF) C) and D)
G) A) and B)

Question 3

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Accepted Answer

A) True 
 B)False

Question 4

When a consumer expresses thoughts,feelings,images,experiences,beliefs associated with the brand,the consumer is expressing ________.

Accepted Answer

A)   brand knowledge
B)   ethnocentric bias
C)   self-serving bias
D)   cognitive dissonance
E)   brand identityF) All of the above
G) A) and D)

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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"?

Accepted Answer

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

Question 7

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?

Accepted Answer

A)   resonance
B)   salience
C)   imagery
D)   performance
E)   feelingsF) A) and D)
G) A) and C)

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 "Does this brand offer me something?"

Accepted Answer

A)   advantage
B)   presence
C)   relevance
D)   bonding
E)   performanceF) B) and E)
G) A) and D)

Question 9

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Accepted Answer

A)   blanket family name
B)   licensing
C)   separate family brand name
D)   category extension
E)   brand revitalizationF) B) and E)
G) A) and B)

Question 10

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.

Accepted Answer

A)   brand stature
B)   brand parity
C)   brand strength
D)   brand personality
E)   brand architectureF) B) and D)
G) C) and E)

Question 11

To achieve integrated marketing,marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Accepted Answer

A) True 
 B)False  True

Question 12

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

Accepted Answer

A) True 
 B)False

Question 13

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

Accepted Answer

A) True 
 B)False

Question 14

A ________ consists of all products?original as well as line and category extensions?sold under a particular brand.

Accepted Answer

A)   brand line
B)   cobrand
C)   generic brand
D)   licensed product
E)   sub-brandF) D) and E)
G) A) and B)

Question 15

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Accepted Answer

A)   differentiation
B)   energy
C)   relevance
D)   esteem
E)   knowledgeF) A) and B)
G) A) and C)

Question 16

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.

Accepted Answer

A) True 
 B)False  True

Question 17

________ are devices that can be trademarked and serve to identify and differentiate the brand.

Accepted Answer

A)   Brand elements
B)   Brand value propositions
C)   Brand perceptions
D)   Brand images
E)   Brand extensionsF) A) and B)
G) A) and E) A

Question 18

Apple's ipod shuffle is an example of ________.

Accepted Answer

A)   a sub-brand
B)   a parent brand
C)   family brand
D)   a brand mix
E)   an umbrella brandF) None of the above
G) C) and E)

Question 19

Intrabrand shifts in a company's sales are always undesirable.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)   meaningful
B)   protectable
C)   adaptable
D)   transferable
E)   memorableF) D) and E)
G) A) and C)

Exam 8: Creating Brand Equity

A ________ is a set of all brand lines that a particular seller makes.

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product.

Correct AnswerverifiedShow Answer

When a consumer expresses thoughts,feelings,images,experiences,beliefs associated with the brand,the consumer is expressing ________.

Correct AnswerverifiedShow Answer

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

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 convey the message "Nothing else beats this brand"?

Correct AnswerverifiedShow Answer

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?

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 "Does this brand offer me something?"

Correct AnswerverifiedShow Answer

A major advantage of a ________ strategy is that the company does not tie its reputation to the product.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

To achieve integrated marketing,marketers need a variety of different marketing activities that consistently reinforce the brand promise.

Correct AnswerverifiedTrue

Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.

Correct AnswerverifiedShow Answer

A brand community can be a constant source of inspiration and feedback for product improvements or innovations.

Correct AnswerverifiedShow Answer

A ________ consists of all products?original as well as line and category extensions?sold under a particular brand.

Correct AnswerverifiedShow Answer

According to Young and Rubicam's brand asset valuator,a brand's ________ measures how well the brand is regarded and respected.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedTrue

________ are devices that can be trademarked and serve to identify and differentiate the brand.

Correct AnswerverifiedA

Apple's ipod shuffle is an example of ________.

Correct AnswerverifiedShow Answer

Intrabrand shifts in a company's sales are always undesirable.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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