FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 9: Creating Brand Equity

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 31

Multiple Choice

Review LaterAdd Note

Review Later

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

Correct Answer

verified

Show Answer

Question 32

True/False

Review LaterAdd Note

Review Later

Under the BRANDZ model of brand strength,customers who are bonded to the brand believe "nothing else beats it."

Correct Answer

verified

Show Answer

Question 33

Multiple Choice

Review LaterAdd Note

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

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?"

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

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

With respect to the "six brand building blocks," ________ are customers' emotional responses and reactions toward the brand.

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?"

Research indicates that high-quality brands stretch farther than average-quality brands,although both types of brands have boundaries.

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

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

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

Branding is ________.

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?

When Honda expanded its brand into such areas as cars,snowblowers,and marine engines,it was pursuing a strategy called line extension.

With respect to the "six brand building blocks," ________ describes the extrinsic properties of the product or service,including how the brand attempts to meet customers' psychological or social needs.

Distinguish between brand equity and brand valuation.

Identify the three important principles for internal branding.