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Question;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;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;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;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;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;6.;Brand;is the added value endowed to products and services.;a.;loyalty;b.;equity;c.;preference;d.;satisfaction;e.;benefits;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;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;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;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;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;e. maximizing;customer value;12. Strong brands possess all of the following;marketing advantages EXCEPT ________.;a.;greater;loyalty;b.;larger;margins;c.;guaranteed;profits;d.;improved;perceptions of product performance;e.;more;elastic consumer response to price decreases;13. ________ is what;drives the differences that manifest themselves in brand equity.;a.;Brand;image;b.;Consumer;income;c.;Consumer;purchasing power;d.;Consumer;knowledge;e.;Brand;perception;14. When a marketer expresses his or her vision;of what the brand must be and do for consumers, they are expressing what is;called ________.;a.;a;brand promise;b.;a brand;mission;c.;brand;equity;d.;a;brand position;e.;a;brand concept;15. There are five;key components?or pillars?of brand equity. Which of those components or pillars;measures the breadth of a brand?s appeal?;a.;Differentiation;b.;Relevance;c.;Esteem;d.;Knowledge;e.;Value;16. Three pillars that point to the brand?s;future value, rather than just reflecting its past, are differentiation;energy, and relevance. Differentiation, energy, and relevance combine to;determine what is called brand ________.;a.;position;b.;image;c.;depth;d.;knowledge;e.;strength;17. According to Young and Rubicam?s brand;asset valuator, a brand?s ________ measures how well the brand is regarded and;respected.;a.;differentiation;b.;energy;c.;relevance;d.;esteem;e.;knowledge;18. David Aaker views brand equity as a set of three categories of brand;assets and liabilities linked to a brand that add or subtract from the value;provided by a product or service. They include all of the following EXCEPT ________.;a.;brand;loyalty;b.;brand;awareness;c.;brand;associations;d.;brand;price;e.;None;of the above is among Aaker?s three categories.;19. According to;Aaker, a particularly important concept for building brand equity is;?the unique set of brand associations that represent what the brand;stands for and promises to consumers.;a.;brand;knowledge;b.;brand;preference;c.;brand;identity;d.;brand;vision;e.;brandable;differences;20. According to the BRANDZ model of brand;strength, brand building involves a sequential series of steps. Which of these;steps would address or answer the question, ?Do I know about it???;a.;relevance;b.;presence;c.;performance;d.;advantage;e.;bonding;21. All of the following are considered to be;among the ?six brand building blocks? EXCEPT ________.;a.;brand;salience;b.;brand;performance;c.;brand;imagery;d.;brand;feelings;e.;brand;pride;22. With respect to the ?six brand building;blocks,? ________ focus on customers? own personal opinions and evaluations.;a.;brand;salience;b.;brand;performance;c.;brand;imagery;d.;brand;judgments;e.;brand;resonance;23. 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?;a.;salience;b.;imagery;c.;feelings;d.;judgments;e.;resonance;24. From a marketing management perspective;there are three main sets of brand equity drivers. Which of these drivers was;most applicable when McDonald?s decided to use the ?golden arches? and Ronald;McDonald as symbols of their brand?;a.;The;product and all accompanying marketing activities and supporting marketing;programs;b.;The;service and all accompanying marketing activities and programs;c.;The;initial choices for the brand elements or identities making up the brand;d.;Associations;indirectly transferred to the brand by linking it to some other entity;e.;The;profitability associated with brand development;25. ________ are those trademarkable devices;that serve to identify and differentiate the brand.;a.;Brand;elements;b.;Brand;value;c.;Brand;perception;d.;Brand;image;e.;Brand;tracks;26. Six brand elements assist in brand;building. Which of the following would NOT be among those preferred brand;elements?;a. Adaptable;b. Protectible;c. Memorable;d. Likable;e. Subliminal;nature;27. If a brand element can be used to introduce;new products in the same or different categories, the brand element is said to;be ________.;a. memorable;b. meaningful;c. likeable;d. transferable;e.;adaptable;28. Brand names are not the only important;brand element. Often, ________, the more important it is that brand elements;capture the brand?s intangible characteristics.;a. the less;concrete brand benefits are;b. the more;concrete brand benefits are;c. the more varied;brand perceptions are;d. the less varied;brand perceptions are;e.;the more sophisticated brand benefits are;29. With respect to powerful brand elements, a;is an extremely efficient means to build brand equity. The element can;function as useful ?hooks? or ?handles? to help consumers grasp what the brand;is and what makes it special.;a.;spokesperson;b.;product;shape;c.;slogan;d.;patent;e.;promotional;descriptor;30. 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.;a.;brand;value;b.;brand;element;c.;brand;trait;d.;brand;character;e.;brand;contact


Paper#47225 | Written in 18-Jul-2015

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