Chapter 9: Creating Brand Equity

1. Top Ten Learning Questions For Chapter 9 Creating Brand Equity Ryan Vincent L. Uy September 2, 2010 ryanvincentuy@blogspot.com

2. 1. What is not a role of brand? A. Identify the maker B. Complex product handling C. Organize accounting D. Offer legal protection E. None of the above

4. It simplifies product handling

5. It organizes accounting

7. 2. One of the role brands is to create barriers to entry, therefore it creates? A. Absolute Advantage B. Zero sum game C. Pareto Optimum D. Competitive Advantage E. Prisoner’s Dilemma

8. Concept There are 5 roles of brands, one is to signify quality, create barriers to entry, serve as competitive advantage and secure price premium In creating barriers to entry, it can create a competitive advantage for the product.

9. 2. One of the role brands is to create barriers to entry, therefore it creates? A. Absolute Advantage B. Zero sum game C. Pareto Optimum D. Competitive Advantage E. Prisoner’s Dilemma

10. 3. What is the added value endowed on products and services? A. Brand Marketing B. Brand Equity C. Branding D. Brand Management

11. Concept Brand Equity is the added value endowed on product and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as prices, market share and profitability the brand commands the firm

12. 3. What is the added value endowed on products and services? A. Brand Marketing B. Brand Equity C. Branding D. Brand Management

13. 4. Which of the following statement is false? A. Strong brands are considered as elastic B. Brand can create absolute advantage C. Brand equity provides for added value and service D. Greater cooperation can be achieved through a strong brand. E. None of the above.

14. Concept Strong Brands: Improve perception of products Greater loyalty Less vulnerability to competitive marketing actions Less vulnerability to crises Larger Margins More inelastic consumer response Greater trade cooperation Increased marketing communication effectiveness Possible licensing opportunities

15. 4. Which of the following statement is false? A. Strong brands are considered as elastic B. Brand can create absolute advantage C. Brand equity provides for added value and service D. Greater cooperation can be achieved through a strong brand. E. None of the above.

16. 5. What are the key components of Brand Asset Valuator? A. Differentiation, Relevance, Prestige, Intelligence, Power B. Mix, Power, Present, Esteem, Knowledge C. Differentiation, Energy, Relevance, Esteem, Knowledge D. Energy, Continuum, Power, Knowledge, Differentiation

17. Concept Developed by Young and Rubicam Provides comparative measures on the brand equity. Differentiation, Energy, Relevance, Esteem, Knowledge, these are the five pillars of brand equity based on the BAV model.

18. 5. What are the key components of Brand Asset Valuator? A. Differentiation, Relevance, Prestige, Intelligence, Power B. Mix, Power, Present, Esteem, Knowledge C. Differentiation, Energy, Relevance, Esteem, Knowledge D. Energy, Continuum, Power, Knowledge, Differentiation

19. 6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration? A. Performance B. Advantage C. Relevance D. Presence E. Bonding

20. Concept Bonding, bonded consumers are the highest because they have already a strong relationship with the brand and spend more for the brand.

21. 6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration? A. Performance B. Advantage C. Relevance D. Presence E. Bonding

22. 7. What model has brand identity, core identity elements, extended identity elements and brand essence? A. Aaker Model B. Brand Resonance Pyramid Model C. Lewis Model D. Brand Portfolio Model E. Product life Cycle Model

23. Concept The Aaker model developed by David Aaker, he views brand equity as awareness, loyalty and association combined with values.

24. 7. What model has brand identity, core identity elements, extended identity elements and brand essence? A. Aacker Model B. Brand Resonance Pyramid Model C. Lewis Model D. Brand Portfolio Model E. Product life Cycle Model

25. 8. How do you measure brand equity? A. Brand Audits, Brand Tracking and Brand Valuation B. Brand Worth, Brand Evaluation and Brand Listing C. Brand Assessment, Brand Trailing and Brand Valuation D. Brand Differentiation, Brand Tracking and Brand Loyalty E. None of the Above

26. Concept To measure brand equity there are three measurement: brand audit, brand tracking and brand valuation. Brand audit is used to assess the health of the brand. Brand tracking collects quantitative data. Brand valuation is estimating the total financial value of the brand.

27. 8. How do you measure brand equity? A. Brand Audits, Brand Tracking and Brand Valuation B. Brand Worth, Brand Evaluation and Brand Listing C. Brand Assessment, Brand Trailing and Brand Valuation D. Brand Differentiation, Brand Tracking and Brand Loyalty E. None of the Above

28. 9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales? A. Low End Entry Level B. Cash Cow C. Flankers D. High-end Prestige E. None of the above

29. Concept Cash cow are brands that can be kept despite of dwindling sales, because they still can manage to hold on to enough customers and maintain their profitability with virtually no marketing support.

30. 9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales? A. Low End Entry Level B. Cash Cow C. Flankers D. High-end Prestige E. None of the above

31. 10. Designing Holistic Marketing Activities involves? A. Customization, Integration and SWOT B. Personalization, Communication and Internalization C. Internalization, Personalization and Integration D. Customization, Communication and Integration

32. Concept Holistic marketers emphasize on three important theme: personalization, integration and internalization Personalization is about making sure the brand and its marketing are relevant as possible to as many customers Integration is about mixing and matching marketing activities to maximize their individual and collective effects Internalization is activities and process that help to inspire and inform employees

33. 10. Designing Holistic Marketing Activities involves? A. Customization, Integration and SWOT B. Personalization, Communication and Internalization C. Internalization, Personalization and Integration D. Customization, Communication and Integration