1 Show The first step in the strategic brand management process is ________. Page: 241 2 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." Page: 241 3 Branding is ________. Page: 243 4 Brand ________ is the added value endowed to products and services. Page: 243 5 ________ is the differential effect that brand knowledge has on consumer response to the marketing
of that brand. Page: 244 6 ________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand. Page: 244 7 When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________. Page: 244 8 The challenge for marketers in building a strong brand is ________. Page: 244 9 Which of the following is a marketing advantage of strong brands? Page: 244 10 When a marketer expresses his or her vision of what the brand must be and do for consumers, they are expressing what is called
________. Page: 245 11 Identify the four pillars of brand equity, according to brand asset valuator model. Page: 245 12 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? Page: 245 13 Christian Louboutin is a footwear designer who launched his line of high-end women's shoes in France in 1991. The brand caters to an elite clientele whose satisfaction with the brand has always been evident. Apart from being
high-end, Louboutin footwear signifies power in elite social circles. Celebrities are often seen sporting "Loubs" at special occasions, such as movie premieres. This has resulted in people associating Louboutin footwear with class and power. In accordance with the brand asset valuator model, which of the following components of brand equity has Louboutin fulfilled in the given scenario? Page: 245 14 According to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand? Page: 245 15 According to the brand asset valuator model, which of the components of brand equity measures the breadth of a brand's appeal? Page: 245 16 According to brand asset valuator model, energized differentiation and relevance, the two pillars of brand equity combine to determine what is called brand ________. Page: 245 17 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. Page: 245 18 According to the brand asset valuator model, strong new brands show ________. Page: 245 19 According to brand asset valuator model, leadership brands show ________. Page: 245 20 According to brand asset valuator model, declining brands show ________. Page: 245 21 According to Young and Rubicam's brand asset valuator, a brand's ________ measures how well the brand is regarded and respected. Page: 245 22 Aromas Inc., introduced a new line of shower gels. To analyze consumer reaction, the company interviewed people who bought them. When Sarah was asked why she had chosen the new shower gel, she said she bought it because a friend recommended it. Sarah is at which level of the brand dynamics pyramid? Page: 246 23 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. Page: 246 24 Which of the following levels of the brand dynamics pyramid pertains to consumer's needs? Page: 246 25 A consumer who expresses rational and emotional attachments to the brand to the exclusion of most Page: 246 26 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 the question "Do I know about this brand?" Page: 247 27 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 something better than the others?" Page: 247 28 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?" Page: 247 29 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?" Page: 247 30 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"? Page: 247 31 Brand salience ________. Page: 248 32 With respect to the "six brand building blocks," ________ signifies how well the product or service meets customers' functional needs. Page: 248 33 With respect to the "six brand building blocks," ________ describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs. Page: 248 34 With respect to the
"six brand building blocks," ________ focuses on customers' own personal opinions and evaluations. Page: 249 35 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? Page: 249 36 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? Page: 249 37 With respect to the "six brand building blocks," ________ describes the relationship customers have with the brand and the extent
to which they feel they're "in sync" with it. Page: 249 38 With respect to the "six brand building blocks," ________ are customers' emotional responses and reactions with respect to the brand. Page: 249 39 Which of the following "building block levels" corresponds to the branding objectives of points-of-parity and difference? Page: 249 40 With respect to the brand building pyramid, the branding objective of developing deep, broad brand awareness corresponds to which of the following "building
block levels"? Page: 249 41 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? Page: 249 42 Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion
activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario? Page: 250 43 The brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of Page: 250 44 ________ are devices that can be trademarked and serve to identify and differentiate the brand. Page: 250 45 If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________. Page: 250 46 If consumers can easily recall and recognize a brand element, the brand
element is said to be ________. Page: 250 47 Which of the following is a defensive criterion for choosing brand elements? Page: 250 48 With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This
element functions as a useful "hook" or "handle" to help consumers grasp what the brand is and what makes it special. Page: 251 49 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. Page: 251 50 The traditional "marketing-mix" concept and the notion of the "four Ps" may not adequately describe modern marketing programs. ________ is about mixing and matching marketing activities to maximize their individual and collective effects. Page: 251 51 Brand equity can be built by ________, which create(s) equity by linking the brand to other information in memory that conveys meaning to customers. Page: 252 52 Mark feels that Shell delivers on its promises to supply the best gasoline possible to
the public. His experiences with Shell have always been good resulting in positive brand contact. Mark is most likely experiencing ________. Page: 253 53 ________ consists of activities and processes that help inform and inspire employees about brands. Page: 253 54 AT&T's business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray? Page: 253 55 A ________ is a specialized group of consumers and employees whose identification and activities focus around the brand. Page: 253 56 Which of the following value
creation processes means sharing the brand "good news" and inspiring others to use the brand? Page: 254 57 Which of the following value creation processes means detailing the brand relationship journey in a Page: 254 58 Which of the following value creation processes means translating milestones into symbols and artifacts? Page: 254 59 A structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create the financial worth of the brand is called ________. Page: 255 60 Competitive superiority and channel support are factors that influence the ________ of the brand value chain. Page: 255- 256 61 Clarity, relevance, distinctiveness, and consistency
are factors that influence the ________ of the brand Page: 255- 256 62 ________ are a means of understanding where, how much, and in what ways brand value is being created to facilitate day-to-day decision making. Page: 256 63 ________ is the job of estimating the total financial worth of the brand. Page: 256 64 Apple's ipod shuffle is an example of ________. Page: 260 65 When a firm uses an established brand to introduce a new product, it is called a ________. Page: 260 66 A parent brand that is associated with multiple products through brand extensions is also called a(n)________. Page: 260 67 The introduction of diet coke by the Coca Cola Company is an example of ________. Page: 260-261 68 A ________ consists of all productsoriginal as well as line and category extensionssold under a particular brand. Page: 261 69 A major advantage of a ________ strategy is that the company does not tie its reputation to the product. Page: 261 70 Starbucks introduced ice creams in the same flavors as the frappucinos it sold in its coffee shops. This is
an example of ________. Page: 261 71 A ________ is a set of all brand lines that a particular seller makes. Page: 261 72 A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers
in a particular category. Page: 262 73 The hallmark of an optimal brand portfolio is ________. Page: 263 74 ________ brands are positioned with respect to competitors' brands so that more important (and more profitable) flagship brands can retain their desired positioning. Page: 263 75 Two advantages of ________ are that they
can facilitate new-product acceptance and provide positive feedback to the parent brand and company. Page: 264 76 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. Page: 265 77 Even if sales of a brand extension are high and meet targets, the revenue may be coming from consumers switching to the extension from existing parent-brand offeringsin effect ________ the parent brand. Page: 265 78 In its focus on bottom-line financial value, the ________ approach often overlooks the "option value" of brands and their potential to affect future revenues and costs. Page: 268 79 Consumers may evaluate identical products differently depending on how they are branded. Page: 242 80 Physical goods, services, and stores can be branded, but ideas and people cannot. Page: 243 81 One of the advantages of having a strong brand is the ability to have a more elastic consumer response to price decreases of the brand. Page: 244 82 Brand equity arises from unanimity in consumer response. Page: 244 83 The quantity, rather than quality, of a marketer's investment in brand building is the critical factor in building brand equity. Page: 245 84 According to brand asset valuator (BAV) model, knowledge is one of the key components of brand equity. Page: 245 85 According to the BRANDZ model, "Bonded" consumers at the lower levels of the pyramid build stronger relationships with and spend more on the brand than those at the top. Page: 246 86 Under the BRANDZ model of brand strength, customers who are bonded to the brand believe "nothing else beats it." Page: 247 87 Brand salience describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs. Page: 248 88 Brand imagery is a consumer's emotional response and reaction with respect to the brand. Page: 248 89 One of the selection criteria for creating a successful brand element is that it should be protectable. Page: 250 90 If a brand element has the characteristic of being memorable, the brand is credible and suggestive of the type of person who might use the brand. Page: 250 91 Brands are built only by advertising. Page: 251 92 To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise. Page: 251 93 Brand equity can be built by linking the brand to sources, such as channels of distribution as well as to Page: 252 94 The brand promise will not be delivered unless everyone in the company lives the brand. Page: 253 95 Modifying a brand to suit group-level or individual needs is called staking. Page: 254 96 A brand community can be a constant source of inspiration and feedback for product improvements or innovations. Page: 254 97 The indirect approach to assessing brand equity assesses the actual impact of brand knowledge on consumer response to different aspects of marketing. Page: 255 98 Spending on product research, development, and design constitutes investment in the brand value development process. Page: 255 99 The brand audit can be used to set strategic direction for the brand. Page: 256 100 Brand equity is essentially the same as brand valuation. Page: 256 101 When change is necessary, marketers should vigorously preserve and defend sources of brand equity. Page: 258 102 An important part of reinforcing brands is providing uniform and unchanging marketing support. Page: 258 103 When a parent brand covers a new product within a product category it currently serves, it is called a line extension. Page: 260 104 A firm's branding strategy is also called the brand architecture. Page: 260 105 When Honda expanded its brand into such areas as automobiles, snowblowers, and marine engines, it was pursuing a strategy called line extension. Page: 261 106 Increasing shelf presence and retailer dependence in the store is one of the reasons for introducing Page: 262 107 Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support. Page: 263 108 The role of a relatively high-priced brand in the portfolio is often to attract customers to the brand franchise or to "build traffic". Page: 263 109 Brand extensions can reduce the costs of introductory launch campaigns and make it easier to convince retailers to stock and promote a new product. Page: 264 110 Brand differentiation occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand. Page: 265 111 Intrabrand shifts in a company's sales are always undesirable. Page: 265 112 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. Page: 265 113 Research indicates that high-quality brands stretch farther than average-quality brands, although both types of brands have boundaries. Page: 266 114 A brand that is seen as prototypical of a product category is easy to extend outside the category. Page: 266 115 A successful extension cannot only contribute to the parent brand image but also enable a brand to be extended even farther. Page: 266 116 The most effective advertising strategy for an extension emphasizes the parent brand. Page: 267 117 Customer lifetime value is affected by revenue and by the costs of customer acquisition, retention, and cross-selling. Page: 268 118 Both brand equity and customer equity emphasize the importance of customer loyalty and the notion that we create value by having as many customers as possible pay as high a price as possible. Page: 268 When firms use an established?Brand extension is when a firm uses an established brand to introduce a new product in a different product category.
What term is used to launch a product with new name and logo?Definition: Rebranding is the process of changing the corporate image of an organisation. It is a market strategy of giving a new name, symbol, or change in design for an already-established brand.
When a firm uses a distinct name for each of its products it is called a?A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers.
What is meant by brand extension?Brand extension is a marketing strategy in which a company uses an established brand name on a new product in a related or unrelated category. Releasing an item under a well-known company brand might allow the launch to receive support from existing loyal customers.
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When a firm uses an established brand to introduce a new product it is called a?
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