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Chapter 9 Creating Brand Equity Ryan Vincent L. Uy September 2, 2010 Top Ten Learning Questions For [email protected]
Chapter 9
Creating Brand Equity
Ryan Vincent L. Uy
September 2, 2010
Top Ten Learning Questions For
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
E. None of the above
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
E. None of the above
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
E. None of the above
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
