Question 1

Brand equity reflects the value that ________ attach to the promise of a brand.

Accepted Answer

A)   producers
B)   consumers
C)   managers
D)   marketersE) A) and B)
F) None of the above

Question 2

Marketing communications effectively build brand equity if they are consistent and focused.

Accepted Answer

A) True 
 B)False

Question 3

A brand is best defined as a product's ________.

Accepted Answer

A)   logo
B)   trademark
C)   official trade dress
D)   commercial identityE) B) and D)
F) All of the above D

Question 4

The popularity of Cadillac's Escalade among well known athletes and celebrities exemplifies how brands can be built through ________.

Accepted Answer

A)   social phenomena
B)   viral marketing
C)   aesthetic features
D)   product historyE) None of the above
F) B) and C)

Question 5

What is the first step in building a brand?

Accepted Answer

A)   brainstorming advertising copy
B)   selecting a spokesperson
C)   forming a positioning statement
D)   searching for sponsorshipsE) C) and D)
F) B) and C)

Question 6

The consumer backlash caused by the introduction of New Coke indicated that the brand equity of Coca-Cola relied heavily on brand ________.

Accepted Answer

A)   sponsorships
B)   communities
C)   promotion
D)   heritageE) B) and C)
F) C) and D)

Question 7

According to the text,which brand building element is the most important?

Accepted Answer

A)   social phenomena
B)   product and design
C)   promotional methods
D)   service and distributionE) B) and D)
F) A) and B)

Question 8

What is a brand? How do brands benefit both customers and firms?

Accepted Answer

A brand is the producer's and the produc...

Question 9

Brand valuation tools calculate the effectiveness of a specific marketing mix on building brand equity.

Accepted Answer

A) True 
 B)False

Question 10

Hierarchical models for measuring brand strength enable marketers to ________.

Accepted Answer

A)   determine the financial value of a brand
B)   communicate a consistent brand image
C)   assess marketing mix investments
D)   strengthen brand heritageE) None of the above
F) C) and D) C

Question 11

Which term refers to nonfuctional elements of a product such as package shape,design,and color?

Accepted Answer

A)   trade dress
B)   trademark
C)   identity
D)   logoE) None of the above
F) B) and C) A

Question 12

The total financial benefit that results from owning a brand is quantified through the process of brand ________.

Accepted Answer

A)   differentiation
B)   positioning
C)   valuation
D)   buildingE) A) and C)
F) C) and D)

Question 13

Brand ________ answers the questions,"What should my brand stand for?"

Accepted Answer

A)   positioning
B)   personality
C)   architecture
D)   symbolismE) None of the above
F) A) and B)

Question 14

Millward Brown's BrandDynamics model is a commercial tool for measuring brand strength based on categories such as performance,presence,and relevance.

Accepted Answer

A) True 
 B)False

Exam 29: Note : Brands and Branding

Brand equity reflects the value that ________ attach to the promise of a brand.

Correct Answer
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Marketing communications effectively build brand equity if they are consistent and focused.

Correct Answer
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A brand is best defined as a product's ________.

Correct Answer
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D

The popularity of Cadillac's Escalade among well known athletes and celebrities exemplifies how brands can be built through ________.

Correct Answer
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What is the first step in building a brand?

Correct Answer
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The consumer backlash caused by the introduction of New Coke indicated that the brand equity of Coca-Cola relied heavily on brand ________.

Correct Answer
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According to the text,which brand building element is the most important?

Correct Answer
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What is a brand? How do brands benefit both customers and firms?

Correct Answer
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A brand is the producer's and the produc...
View Answer

Brand valuation tools calculate the effectiveness of a specific marketing mix on building brand equity.

Correct Answer
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Hierarchical models for measuring brand strength enable marketers to ________.

Correct Answer
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C

Which term refers to nonfuctional elements of a product such as package shape,design,and color?

Correct Answer
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A

The total financial benefit that results from owning a brand is quantified through the process of brand ________.

Correct Answer
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Brand ________ answers the questions,"What should my brand stand for?"

Correct Answer
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Millward Brown's BrandDynamics model is a commercial tool for measuring brand strength based on categories such as performance,presence,and relevance.

Correct Answer
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Exam 29: Note : Brands and Branding

Brand equity reflects the value that ________ attach to the promise of a brand.

Correct AnswerverifiedShow Answer

Marketing communications effectively build brand equity if they are consistent and focused.

Correct AnswerverifiedShow Answer

A brand is best defined as a product's ________.

Correct AnswerverifiedD

The popularity of Cadillac's Escalade among well known athletes and celebrities exemplifies how brands can be built through ________.

Correct AnswerverifiedShow Answer

What is the first step in building a brand?

Correct AnswerverifiedShow Answer

The consumer backlash caused by the introduction of New Coke indicated that the brand equity of Coca-Cola relied heavily on brand ________.

Correct AnswerverifiedShow Answer

According to the text,which brand building element is the most important?

Correct AnswerverifiedShow Answer

What is a brand? How do brands benefit both customers and firms?

Correct AnswerverifiedA brand is the producer's and the produc...View AnswerShow Answer

Brand valuation tools calculate the effectiveness of a specific marketing mix on building brand equity.

Correct AnswerverifiedShow Answer

Hierarchical models for measuring brand strength enable marketers to ________.

Correct AnswerverifiedC

Which term refers to nonfuctional elements of a product such as package shape,design,and color?

Correct AnswerverifiedA

The total financial benefit that results from owning a brand is quantified through the process of brand ________.

Correct AnswerverifiedShow Answer

Brand ________ answers the questions,"What should my brand stand for?"

Correct AnswerverifiedShow Answer

Millward Brown's BrandDynamics model is a commercial tool for measuring brand strength based on categories such as performance,presence,and relevance.

Correct AnswerverifiedShow Answer

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D

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A brand is the producer's and the produc...
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C

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A

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