Strategic Brand Mgmt

When it comes to brand names, which of the following types of brand names are likely to be most easily protected? A generic name; A descriptive name; A arbitrary, coined, or fanciful name; All of the above are equally protectable

A arbitrary, coined, or fanciful name

Logo color is an important decision. Colors are defined on two important axes _______ and _______. Affect and arousal Energy and warmth Meaning and appeal Preference and consideration

Affect and arousal

Which of the following is a compelling reason to launch a separate brand? Need to create a new association Avoiding an unwanted association feeding back to the original brand Signaling a new and different offering All of may be compelling reasons

All of may be compelling reasons

In leveraging secondary associations, which of the following are possible secondary associations you might leverage for the brand? Corporate reputation Country of origin Channel All of the above None of the above

All of the above

Quantitative measures of sources of brand equity can be used to measure which of the following? Brand awareness Brand performance Brand judgements Brand feelings All of the above

All of the above

Strong brands have which of the following? Well-developed brand knowledge structures; Linkages to clear and positive associations; Associations that are unique to the brand; All of the above; None of the above

All of the above

Trademark dilution is a legal claim that is based the likelihood of harm to the original brand owner due to which of the following possible claims: Tarnishment Blurring All of the above None of the above

All of the above

Procter and Gamble has which of the following advantages with this strategy? The opportunity to position brands on functional benefits to dominate niche segments; Avoiding or minimizing channel conflict; Avoiding a brand association that would be incompatible with an existing offering; All of the above are advantages of their strategy

All of the above are advantages of their strategy

Based on the Forrester "Power Your Brand's Ecosystem" reading, which of the following is true? Consumers trust brand sites more than offline advertising; The old model of branding revolved around TV; In the new model marketers need to create a multilayered brand ecosystem with the brand website at the system's center; All of the above are true; Only a and b are true

All of the above are true

Key lessons from the Miller Lite and Head and Shoulder's cases are that _____________. Both points-of-differences (POD) and points-of-parity (POP) need to be well positioned; POP and POD are often negatively correlated; POP may even need to be the focus of your marketing communications; All of these are lessons from the cases; None of the above are lessons

All of these are lessons from the cases

Customers are more likely to experience brand Touchpoints at which customer experience stage? Pre-purchase During the purchase At all three stages

At all three stages

In designing a brand portfolio, which of the following are important in formulating a strategy? Maximize market coverage; Minimize brand overlap; Both a and b; None of the above

Both a and b

Celebrity endorsers, such as Halle Berry for Revlon, can do which of the following: Draw attention to the brand Shape perceptions of the brand Both a. and b. None of the above All of the above

Both a. and b.

The general guidelines for use of all branding elements for a company to follow is the _________. Brand report Brand charter Brand equity tracking system None of the above

Brand charter

Brand names, logos, URLs, and slogans are all examples of ___________ which are devices that serve to _________________the brand. Brand elements, identify and differentiate; Brand equities, identify and differentiate; Consumer knowledge bases, separate; None of the above; Who knows? And, these two-part questions are annoying.

Brand elements, identify and differentiate

The middle four quadrants of the CBBE Pyramid are brand performance, imagery, judgments, and feelings. These are analogous to ______ in Keller's Brand Equity/Brand Knowledge model; Brand knowledge; Brand awareness; Brand image; Brand equity; None of the above

Brand image

In Keller's customer-based brand equity model, what an individual knows about the brand is also known as ___________ and how accessible what is known is___________. Brand awareness, brand image; Brand image, brand awareness; Brand knowledge, brand awareness; Brand awareness, brand knowledge; None of the above

Brand image, brand awareness

What is sacrificed by using a house of brands? No targeted value proposition; Brand leverage; Functional benefits; Domination of niche segments

Brand leverage

At the bottom of the CBBE Pyramid is _____________, indicating that relevant _________must be present for the remaining components of brand equity to be built. Brand resonance, loyalty; Brand salience, awareness; Brand resonance, awareness; Brand preference, points of parity and difference; All of the above

Brand salience, awareness

________, which combines the BAV model dimensions of energized differentiation and relevance, is a leading indicator that predicts future growth and value. Brand stature A brand's power grid Brand presence Brand bonding Brand strength

Brand strength

When selecting a brand name, two particularly important types of meaning that can be conveyed through choice of a brand name is: Category information and information about attributes/benefits. Liking and familiarity. Transferability and adaptability. None of the above. All of the above

Category information and information about attributes/benefits.

Each of the following are layers of the brand's ecosystem that align with the customer life cycle, EXCEPT: Reach Depth Engagement Communities

Communities

Key advantages of brand extensions are all of the following EXCEPT: Improved brand image; Reduced risk to consumers in buying decisions; Increased probability of distribution and trial; Confusion for consumers; Permits consumers to seek variety

Confusion for consumers

In the "Selling the Brand Inside" reading, the author explains that one of the most effective ways to align internal and external messaging is to: Hire the same advertising firm; Design materials that fit the purpose; Make the medium part of the message; Create external campaigns that also target an internal audience; All of the above

Create external campaigns that also target an internal audience

One advantage that created brand characters (i.e., Tony the Tiger) have over celebrity endorsers is: Created characters require no unique associations to be created; Created characters are not prone to transgressions such as celebrities might be; With created characters there might be a perception that that are in it for just the money; None of the above

Created characters are not prone to transgressions such as celebrities might be

In endorsed brands, such as Polo Jeans by Ralph Lauren, what does Ralph Lauren provide for Polo Jeans? Polo Jeans by Ralph Lauren is not an endorsed brand; It has a minimal impact on the image of the brand; Credibility and affirmation of Polo Jeans' brand promise; A major driver role

Credibility and affirmation of Polo Jeans' brand promise

When determining a positioning strategy what is the first step? Choosing points-of-difference Choosing points of parity Determining a frame of reference All are chosen simultaneously

Determining a frame of reference

__________, a potential downside of too many brand extensions, occurs when consumers no longer associate a brand with a specific product or highly similar products and start thinking less of the brand. Cannibalization of parent brand sales; Dilution of brand meaning; Packaging and labeling efficiency; Brand maturity; All of the above.

Dilution of brand meaning

Which will create the strongest memory traces? Word of mouth; Commercial Sources; Direct experience; Information from the company

Direct experience

In John Moore's talk and the HEB reading, both highlight the importance of an essential touchpoint that is often overlooked in branding. Which of the following is that essential touchpoint highlighted? Employees as touchpoints Advertising as a touchpoint Product as touchpoint None of these were highlighted

Employees as touchpoints

McDonald's is considering use of an old campaign slogan that challenged customers to remember the contents of a Big Mac: "Two all beef patties, special sauce, lettuce cheese, pickles, onions on a sesame seed bun." If they do, this is an example of using a slogan/jingle that: Encourages consumers to try that "special sauce"!; Raises consumers' ability to process information; Encourages the rehearsal of information and in turn memory of the brand; Increases the number of choices that consumers remember

Encourages the rehearsal of information and in turn memory of the brand

In the Global Brand Power book, Kahn describes four goals in evaluating a brand portfolio strategy. Which of the following is not one of these goals? Endorsing Leverage Clarity Synergy

Endorsing

If a brand maintains ______ and ______, then it can avoid channel conflict. Accessibility and value; Visibility and attractive associations; Exclusivity and a higher level of service; Customer following and established value

Exclusivity and a higher level of service

As explained in the "Communication Strategies for Brand Extension" reading, ________ are created when salient parent brand associations are seen as relevant in the extension context. Elaborative connections Explanatory links Psychological links Information diagnosticity

Explanatory links

For a more innovative brand establishing which of the following is more difficult? Frame of reference POPs PODs a and b are more difficult than c a and c are difficult than b

Frame of reference

According to BAV model, declining brands show ________. High levels of differentiation, relevance and esteem, but low levels of knowledge; high relevance - appropriateness of brand's appeal - a lower level of energy and differentiation, and even lower knowledge; High levels of differentiation, relevance, esteem, and knowledge; High levels of knowledge and high levels of esteem, whereas both relevance and differentiation are lower; High levels of knowledge, high levels of esteem, high levels of relevance, and low levels differentiation

High levels of knowledge and high levels of esteem, whereas both relevance and differentiation are lower

A brand hierarchy can be conceptualized as being along a continuum in terms of how closely linked the company's brands are to the corporate brand. Procter and Gamble (discussed in the Brand Relationship Spectrum reading) would be an example of a: House of brands; Branded house; Linked brands; All of the above; None of the above

House of brands

In choosing or evaluating branding elements for transferability, you are interested in knowing: How easy it is to update the brand element over time. How easy it is to extend the brand to new lines or categories. How protectable the brand and its elements are legally. The kind of meaning that the brand element brings to the brand. All of the above.

How easy it is to extend the brand to new lines or categories.

In the "Five Steps to Getting Brand Touchpoints Right" reading, the first step is described as which of the following? Develop a touchpoint action plan; Determine which touchpoint has the greatest impact; Identify all touchpoints that exist or should exist; Provide an internal evaluation of each touchpoint

Identify all touchpoints that exist or should exist

How could a company improve their brand relationships? Provide unfiltered reviews about the product; Improve the brand experience at all touchpoints; Increase budget for online marketing; Increase sales force allocations

Improve the brand experience at all touchpoints

In choosing a brand name, awareness of the brand can be enhanced by choosing a brand name that: Has multiple meanings. Is difficult to pronounce and difficult to spell Is simple and easy to pronounce. None of the above.

Is simple and easy to pronounce.

The qualitative research approach that asks a respondent to provide 2-3 benefits associated with a key attribute and then asks why these benefits are important until a terminal value is identified is referred to as _____________. IAT ZMET Ethnography Laddering Brand personality

Laddering

Trademark infringement is a legal claim that requires proof of: Likelihood of harm to the owner of the original brand. Likelihood harm to consumer due to confusion over the maker of the brand. Proof of lost sales. All of the above

Likelihood harm to consumer due to confusion over the maker of the brand.

Which of the following is not one of the three basic frameworks discussed as possible to use in assessing touchpoints? Product levels Four P's/Marketing Mix Customer experience segments Loyalty segments

Loyalty segments

Translating brand names into other languages can be difficult, especially when the alphabets are different (i.e., Chinese). Two common approaches in translating to Chinese is to use characters that represent: Image or meaning adaptation Translation or image adaptation Meaning or sound adaptation Distinctiveness or appealing adaptation

Meaning or sound adaptation

Following the simple memory model, capturing attention is the first stage in developing a memorable brand. Major ways of capturing attention might include making the brand element all of the following EXCEPT Personally relevant. Pleasant. Surprising. Easy to process. More verbal than visual.

More verbal than visual.

Co-branding as a means of leveraging secondary associations has the following advantages EXCEPT: Leveraging the equity of another brand Reduced cost of product introduction Negative feedback effects Borrowing needed expertise Easier expansion of the brand

Negative feedback effects

Brand knowledge is conceptualized as information contained in ________ with ________ connecting them together. Buckets of information, lines Nodes of information, memory traces Equity circles, arcs of knowledge None of the above

Nodes of information, memory traces

All of the following are criteria for choosing brand elements EXCEPT: Noncontroversial Memorable Meaningful Adaptable Transferable

Noncontroversial

Which of the following was not involved in Zappos improving their brand relationships? Paid advertisement Faster website Better customer service All of these were involved

Paid advertisement

Which of the following is NOT a way for the master brand to add value? Adding associations that contribute to a value proposition; Providing adjustments to the existing brand architecture; Sharing the visibility of the master brand; Generating communication efficiencies

Providing adjustments to the existing brand architecture

Brands are much more likely to be purchased and recommended when they deliver touchpoints that are ______. Simple and relevant Easy to compare Enhancing of the brand Impacting on customer decisions

Simple and relevant

Brands help consumers reduce certain types of purchase risk. For brands that are visibly consumed, ________is especially a concern. Physical risk; Social risk; Functional risk; Time risk; None of the above

Social risk

________ is determined by the strength of association between the activated node and all linked nodes. Particular information; Brand knowledge; Conceptualization; Spreading activation

Spreading activation

Methods to enhance encoding in the memory process include all of the following EXCEPT: Chunking Rehearsal Recirculation Elaboration Surprising

Surprising

What is the importance of touchpoints? They are under control of the firm They create the brand experience They are used for appraisal of the experience They are easy to use and navigate

They create the brand experience

What is the purpose of associating brands with other people, places, things or even other brands? To create a new brand of knowledge through consultations; It is a common secondary source of brand knowledge; To build or leverage knowledge that could be hard to achieve through more direct methods; To redefine the concept of the brand portfolio to take on a much larger meaning than is conventional.

To build or leverage knowledge that could be hard to achieve through more direct methods.

What factor could not predict the extent of leveraging that could potentially result from linking a brand to another entity? Transferability of the meaningfulness of the entity; Transferability of the knowledge of the entity; Knowledge of the entity; Meaningfulness of the knowledge of the entity

Transferability of the meaningfulness of the entity

Strong brands can themselves trigger consumer needs. True or False?

True

The brand audit can be used to set strategic direction for the brand. True or False?

True

What qualifies a sub brand as a co-driver? When the sub brand is an endorsed brand; When the master brand and the sub brand both have major driver roles; When the link between sub brands and their master brand is closer; If the sub brand extended a master brand into a new segment

When the master brand and the sub brand both have major driver roles

The driver role tells brand architecture strategists: Whether the choice of a new offering would be limited; Whether or not to risk image dilution; Whether a brand influences the purchase decision; Whether the decision will lead to clarity and synergy

Whether a brand influences the purchase decision

A research method that involves asking respondents to select images that describe a brand that enables researchers to probe deeply for meanings associated with the brand is the _____________ technique. IAT Ethnography ZMET Likert Tobin's Q

ZMET

Which of the following is a marketing advantage of strong brands? no vulnerability to marketing crises; more elastic consumer response to price increases; guaranteed profits; additional brand extension opportunities; more inelastic consumer response to price decreases

additional brand extension opportunities

Strong brands possess all of the following marketing advantages EXCEPT ___________. greater loyalty; larger margins; greater recognition and recall; all of the above are advantages of strong brands; none of the above are advantages

all of the above are advantages of strong brands

Brands are valuable to firms in all of the following ways EXCEPT: providing a legally protectable asset; a potential source of a competitive advantage; a potential source of incremental financial returns; all of the above are ways that brands are valuable to firms; none of the above are ways that brands are valuable to firms

all of the above are ways that brands are valuable to firms

Brands are important to consumers in all of the following ways EXCEPT: as a source of financial return; reduces risk; reduces search cost; signals quality; as a symbolic device

as a source of financial return

There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance, distinctiveness, and ___________. economy believability presentation style nontechnological information content

believability

The premise of Keller's customer-based brand equity model is that the power of a brand lies in _________________. brand knowledge; brand awareness; brand image; none of the above

brand knowledge

Considering the brand pyramid, all of the following are considered to be among the "six brand building blocks" EXCEPT ___________. brand salience; brand performance; brand imagery; brand feelings; brand pride

brand pride

If you were to ask individuals to list the brands that come to mind for a particular category (say "list all auto insurance providers that come to mind"), this is a measure of what dimension of awareness? brand image; brand recall; brand recognition; consumer knowledge; brand perception

brand recall

If you were to give individuals a list of several brand slogans and ask them to respond with which brands go with the slogan, this is a measure of what dimension of awareness? brand image; brand recall; brand recognition; consumer knowledge; brand perception

brand recognition

In choosing points-of-parity and points-of-differences the two basic criteria are that the points be ___________ and _________. desirable to consumers, deliverable by the firm; positively, negatively correlated; performance, value based; performance, imagery based; all of the above

desirable to consumers, deliverable by the firm

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 BAV model, which of the following components of brand equity has Louboutin fulfilled in this scenario? energized differentiation; relevance; esteem; knowledge; advantage

energized differentiation

According to the BAV model, a brand's ________ measures how well the brand is regarded and respected. differentiation; energy; relevance; esteem; knowledge

esteem

To achieve a point-of-parity (POP) on a particular attribute or benefit, a sufficient number of consumers must believe that the brand is "_______" on that dimension. most excellent neutral marginal good enough service based

good enough

A good brand positioning helps the firm and consumer by doing all of the following EXCEPT: helps competitors understand where NOT to compete; helps clarify the brand's essence; helps consumers understand what the brand will help them achieve; helps consumers maximize the benefits of the brand; helps guide marketing strategy

helps competitors understand where NOT to compete

According to BAV model, leadership brands show ________. high levels of energy, differentiation, relevance, knowledge, and esteem; higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still; higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still; low levels on energy, differentiation, relevance, knowledge, and esteem; high knowledge - evidence of past performance - a lower level of esteem, and even lower relevance, energy, and differentiation

high levels of energy, differentiation, relevance, knowledge, and esteem

For a brand to succeed, marketers must ensure that employees and marketing partners buy-in to deliver the brand's promise. Marketers often must use _______ to motivate those groups to support the brand. global branding retro-branding internal branding eternal branding dual branding

internal branding

According to the BAV model, which of the components of brand equity measures how aware and familiar consumers are with the brand? esteem; energized differentiation; relevance; knowledge; presence;

knowledge

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? choosing the right moment to capture employees' attention and imagination; furnishing energizing and informative internal communication; bringing the brand alive for employees; linking internal and external marketing; understanding how brand communities work

linking internal and external marketing

____________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands. points-of parity points-of-difference brand cells brand positions points of competitive field

points-of parity

Which of the following terms is most closely associated with the following statement: "attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find the same extent with a competitive brand"? brand image points-of-difference points-of-parity points of value brand concept

points-of-difference

_________ is the act of designing the company's offering and image to occupy a valued and distinctive place in the minds of the target market. positioning product conceptualization promotion presentation performance imaging preproduction launching

positioning

According to the BAV model, which of the components of brand equity measures the breadth of a brand's appeal? differentiation relevance esteem knowledge value

relevance

With respect to the brand pyramid, at which of the following "building block levels" would we expect the consumer to develop an intense, active loyalty? salience; imagery; feelings; judgments; resonance

resonance

One criterion for points-of-difference (POD) is the communicability criterion, which means __________. he positioning must be preemptive, defensible, and difficult to attack; the POD must be personally relevant and important to target consumers; target customers must find the POD believable; the firm must be able to actually create the POD; the brand must substantiate that it can deliver the desired benefit

the brand must substantiate that it can deliver the desired benefit

One criterion for points-of-difference (POD) is the feasibility criterion, which means __________. the positioning must be preemptive, defensible, and difficult to attack; the POD must be personally relevant and important to target consumers; target customers must find the POD believable; the firm must be able to actually create the POD; the brand must substantiate that it can deliver the desired benefit

the firm must be able to actually create the POD

Customer-based brand equity has multiple conceptualizations, but all view brand equity as ____________. the value of the brand reflected on a firm's balance sheet; the value of the brand as the differential effect in response to marketing of the brand; the value of the brand as determined by consulting firms such as Interbrand; all of the above; none of the above

the value of the brand as the differential effect in response to marketing of the brand