Download - Chapter 9: Top 10 Learning Questions
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Top 10 Learning Questions for
Chapter 9Creating Brand Equity
Roche DelutaDecember 15, 2011
V56 Marketing Class ofProf. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
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1. Which of the following statement can be best described a Brand?
A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.E. All of the above.
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NAME SYMBOL
COMBINATION
TERM
SIGN
DESIGN
1. The American Marketing Association defines brand as
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1. The American Marketing Association defines brand as
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NAME SYMBOL
COMBINATION
TERM
SIGN
DESIGN
intended to identify the
goods or services of one seller or group of sellers and
to differentiate their
dimensions from those competitors
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A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
C. Determine which seller produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate
their dimensions from those of competitors.E. All of the above.
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1. Which of the following statement can be best described a Brand?
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2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?
A. Energy, Relevance and KnowledgeB. Energy, Relevance and EsteemC. Differentiation, Energy and EsteemD. Differentiation, Energy and Relevance E. Differentiation, Esteem and Knowledge
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2. Brand Asset Valuator determines the five key pillars of brand equity as
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Energy
Differentiation
Relevance
Esteem Knowledge
Energized Brand Strength Brand Stature
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2. Brand Asset Valuator determines the five key pillars of brand equity
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Energy
Differentiation
Relevance
Esteem Knowledge
Energized Brand Strength Brand Stature
Measures the degree to which a
brand is seen as
different from others
Measures the brand’s
sense of momentum
Measures the breadthof a brand’s
appeal
Measures how well the
brand is regarded
and respected
Measures How familiar and intimate consumers
are with the brand
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A. Energy, Relevance and KnowledgeB. Energy, Relevance and EsteemC. Differentiation, Energy and EsteemD. Differentiation, Energy and Relevance E. Differentiation, Esteem and Knowledge
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2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?
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3. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty.
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A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment
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3. Brand Resonance Pyramid
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SALIENCE
PERFORMANCE IMAGERY
FEELINGSJUDGMENTS
RESONANCE
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3. Brand Resonance Pyramid
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SALIENCE
PERFORMANCE IMAGERY
FEELINGSJUDGMENTS
RESONANCE
Refers to the nature of the relationship customers have with the brand and the
extent to which they feel they’re “in sync” with it;
it is the intensity or depth of the psychological bond
customers have with the brand, as well as the level of activity engendered
by this loyalty
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3. Brand Resonance Pyramid
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SALIENCE
PERFORMANCE IMAGERY
FEELINGSJUDGMENTS
RESONANCE
Focus on customer’s own personal opinions
and evaluations
Focus on customer’s own personal opinions
and evaluations
Is how well the product
or service meets customer’s
functional needs
Describes the extrinsic properties of the product or service
Is how often and how easily customers think of the brand
under various purchase orconsumption
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3. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty.
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A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment
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4. Holistic marketers emphasize three important new theme in designing brand-building marketing programs. Which one does not include?
A. IntegrationB. InternalizationC. ImpersonationD. PersonalizationE. None of the above
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4. Designing Holistic Marketing Activities
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Personalization Integration Internalization
Personalizing marketing is about making sure
the brand and its marketing are relevant as possible to as manycustomers as possible
Integration marketing is about mixing and matching marketing
activities to maximize their individual and collective effects
Internal branding is activities and processes that help to inform
and inspire employees.
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4. Holistic marketers emphasize three important new theme in designing brand-building marketing programs. Which one does not include?
A. IntegrationB. InternalizationC. ImpersonationD. PersonalizationE. None of the above
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5. _________ is the set of all brand lines that a particular seller makes available to buyers.
A. Brand lineB. Brand mixC. Brand equityD. Brand extensionE. None of the above
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5. Devising a Branding Strategy
BRAND LINE BRAND MIX BRAND EQUITY BRAND EXTENSION
Consists of all products
Is set of all brand lines
that a particularseller makes available to
buyers
Is the value added endowed
on products and services
When a firm uses an established
brand to Introduce a new
product
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5. _________ is the set of all brand lines that a particular seller makes available to buyers.
A. Brand lineB. Brand mixC. Brand equityD. Brand extensionE. None of the above
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6. Brand ___________, estimates the total financial value of the brand.
A. ValuationB. EquityC. RevitalizationD. SegmentationE. Reinforcement
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6. Interbrand Brand Valuation Method
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6. Interbrand Brand Valuation Method
Brand valuation – estimates the total financial
value of thebrand
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6. Term used that distinguish with each other
Brand Valuation – estimates the total financial value of the brand.Brand Equity – is reinforced by marketing actions that consistently convey the
meaning of the brand.Brand Revitalization – understands what the sources of brand equity were to
begin.Brand Segmentation – the brand is sold into mutually exclusive segments of
customers that help to determine the variances in the brand’s economic value.
Brand Reinforcement – requires innovation and relevance throughout the marketing program.
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6. Brand ___________, estimates the total financial value of the brand.
A. ValuationB. EquityC. RevitalizationD. SegmentationE. Reinforcement
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7. In branding decisions, what strategy does development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition?
A. Blanket family namesB. Individual namesC. Separate family names for all productsD. Corporate name combined with
individual product namesE. None of the above.
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7. The Four General Strategies of Branding Decisions:
Individual Names – the company does not lie its reputation to the product.Blanket Family Names – development costs are lower because there’s no need
to run “name” research or spend heavily on advertising to create recognition.
Separate family names for all products – e.g. Swift and Company developed separate family naes for its hams (Premium) and fertilizers (Vigoro).
Corporate name combined with individual product names – e.g. Kellogg for Kellogg’s Rice Krispies; Sony; and Hewlett-packard
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7. The Four General Strategies of Branding Decisions:
Individual Name Blanket Family Name
Corporate Name
Separate Family Name
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7. In branding decisions, what strategy does development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition?
A. Blanket family namesB. Individual namesC. Separate family names for all productsD. Corporate name combined with
individual product namesE. None of the above.
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8. How many brand equity drivers do marketers follow when building brand equity?
A. FourB. FiveC. ThreeD. TwoE. None of the above.
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8. From a marketing management perspective, there are three main sets of brand equity drivers:
1) The initial choices for the brand element or identities making up the brand (brand names, URLs, logos, symbols, characters, spokepeople, slogans, jingles, packages, and signage)
2) The product and service and all accompanying marketing activities and supporting marketing programs.
3) Other associations indirectly transferred to the brand by linking it to some other entity ( a person, place, or thing)
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8. How many brand equity drivers do marketers follow when building brand equity?
A. FourB. FiveC. ThreeD. TwoE. None of the above.
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9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
A. Program MultiplierB. Market MultiplierC. Customer MultiplierD. Shareholder MultiplierE. None of the above.
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9. The Brand Value Chain
MarketingProgram
Investment
Brand Performance
Customer Mind-Set
ShareholderValue
ProgramMultiplier
CustomerMultiplier
Market Multiplier
VALUE STAGES
MULTIPLIERS
- Product- Communications- Trade- Employee- Other
- Awareness-Associations-Attitudes-Attachment-Activity
- Price premiums-Price eleasticities-Market share-Expansion success-Cost structure-Profitability
- Stock price-P/E ratio-Market capitalization
- Clarity-Relevance-Distinctiveness-Consistency
- Competitiveness reactions-Channel support-Customer size & profile
- Market dynamics-Growth potential-Risk profile-Brand contribution
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Program Multiplier – determines the marketing program ability to affect the customer mind-set and is a function of the quality of the program investment.
Customer Multiplier – determines the extent to which value created in the minds of customers affects market performance.
Market Multiplier – determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
9. The Brand Value Chain
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9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
A. Program MultiplierB. Market MultiplierC. Customer MultiplierD. Shareholder MultiplierE. None of the above.
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10. The following are marketing advantages of strong brands except for one.
A. Improved perceptions of product performanceB. Greater loyaltyC. Less vulnerability to competitive marketing actionsD. Less elastic consumer response to price decreasesE. None of the above.
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10. Table for Marketing Advantages of Strong Brands
Improved perceptions of product performance
Greater loyalty
Less vulnerability to competitive marketing actions
Less vulnerability to marketing crises
Larger margins
More inelastic consumer response to price increases
More elastic consumer response to price decreases
Greater trade cooperation and support
Increased marketing communications effectiveness
Possible licensing opportunities
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10. The following are marketing advantages of strong brands except for one.
A. Improved perceptions of product performanceB. Greater loyaltyC. Less vulnerability to competitive marketing actionsD. Less elastic consumer response to price decreasesE. None of the above.
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Top 10 Learning Questions for
Chapter 9Creating Brand Equity
Roche DelutaDecember 15, 2011
V56 Marketing Class ofProf. Remigio Joseph De Ungria
Chapter 9 Marketing Management, Kotler 14th ed
http://www.slideshare.net/rochedeluta