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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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6. Brand ___________, estimates the total financial value of the brand.

A. ValuationB. EquityC. RevitalizationD. SegmentationE. Reinforcement

Which of the following is the correct describe about the brand valuation?

A. Estimate the tangible assets of the brand Segmentation

B. Estimate the intangible assets of the brand reinforcement.

C. Estimate the intangible asset of the brand equityD. Estimates the total financial value of the brand.E. One of the ways to estimate brand revitalization.

6. Interbrand Brand Valuation Method

Brand valuation – estimates the total financial

value of thebrand

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.

Brand Valuation

• Marketers should distinguish brand equity from BRAND VALUATION, which is the job of estimating the total financial value of the brand.

Brand Valuation

• Market segmentation: The first step in the brand valuation process is to divide the markets in which the brand is sold into mutually exclusive segments of customers that help to determine the variances in the brand’s economic value.

Brand Valuation

• Brand reinforcement: brand equity is reinforced by marketing actions that consistently convey the meaning of the brand in terms of:

(1)what products the brand represents, what core benefits it supplies ,and what needs it satisfies, as well as

(2) how the brand makes products superior, and which strong, favorable ,and unique brand associations should exist I the minds of consumers.

Brand Valuation

• Brand revitalization: changes can affect the fortunes of a brand. Often, the first thing to do in revitalizing a brand is to understand what the sources of brand equity were to begin with.

• Brand equity is reinforced by marketing actions that consistently convey the meaning of the brand.

6. Brand ___________, estimates the total financial value of the brand.

A. ValuationB. EquityC. RevitalizationD. SegmentationE. Reinforcement

Which of the following is the correct describe about the brand valuation?

A. Estimate the tangible assets of the brand Segmentation

B. Estimate the intangible assets of the brand reinforcement.

C. Estimate the intangible asset of the brand equityD. Estimates the total financial value of the brand.E. One of the ways to estimate brand revitalization.

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