Top 10 Questions Chapter 9

transcript

Chapter 9

Creating Brand Equity

Ryan Vincent L. Uy

September 2, 2010

Top Ten Learning Questions For

ryanvincentuy@blogspot.com

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

Concept

The role of the brands are:

- It identifies the maker. must be simplify product handling

- It simplifies product handling

- It organizes accounting

- It offers legal protection

1. What is not a role of a brand?

A. Identify the maker

B. Complex product handling

C. Organize accounting

D. Offer legal protection

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

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.

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

3. What is the added value endowed on

products and services?

A. Brand Marketing

B. Brand Equity

C. Branding

D. Brand Management

Concept

Brand Equity is the addedvalue endowed onproduct and services. Itmay be reflected in theway consumers think,feel, and act with respectto the brand, as well asprices, market share andprofitability the brandcommands the firm

3. What is the added value endowed on

products and services?

A. Brand Marketing

B. Brand Equity

C. Branding

D. Brand Management

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.

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

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.

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

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.

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

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

Concept

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

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

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

Concept

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

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

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

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.

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

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

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.

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

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

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

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

Top 10 Questions Chapter 9

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