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Chapter 9:
 
Creating Brand Equity
GENERAL CONCEPT QUESTIONSMultiple Choice
1.
At the heart of a successful brand is ________, backed by creatively designed andexecuted marketing.a.price b.promotionc.a great product or serviced.a great slogane.a brand conceptAnswer: cPage: 273Level of difficulty: Easy2.The strategic branch management process involves four main steps. Which of thefollowing would NOT be among those steps?a.Measuring consumer brand knowledge. b.Identifying and establishing brand positioning.c.Planning and implementing brand marketing.d.Measuring and interpreting brand performance.e.Growing and sustaining brand value.Answer: aPage: 274Level of difficulty: Hard
3.
The American Marketing Association defines a ________ as “a name, term, sign,symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”a.holistic product concept b.product conceptc.service conceptd.brande.brand imageAnswer: dPage: 274 Level of difficulty: Medium234
 
Part 4: Building Strong Brands4.
The earliest signs of branding in Europe were medieval ________ requirement thatcraftspeople put trademarks on their products to protect themselves and consumersagainst inferior quality.
a.
kings’
 b.
churches’
c.
consumers’
d.
governments’
e.
guilds’Answer: ePage: 274Level of difficulty: Medium
5.
Consumers learn about brands through ________ and product marketing programs.a.the mass media b.past experiences with the product
c.
the sales forced.shopping botse.independent information sourcesAnswer: bPage: 274Level of difficulty: Medium
6.
The world’s strongest brands share common attributes. Which of the following would NOT be among those common attributes?a.The brand that spends the most is the most respected and valued. b.The company monitors sources of brand equity.c.The pricing strategy is based on consumer perceptions of value.d.The brand stays relevant.e.The brand excels at delivering the benefits consumers truly desire.Answer: aPage: 275Level of difficulty: Hard
7.
 ________ is endowing products and services with the power of a brand.a.Brand image b.The branding conceptc.Brandingd.Brand positioninge.Brand partitioningAnswer: cPage: 275 Level of difficulty: Easy
8.
Brand ________ is the added value endowed to products and services.a.loyalty b.equityc.preferenced.satisfactione.benefitsAnswer: bPage: 276 Level of difficulty: Medium235
 
Chapter 9: Creating Brand Equity9.
The premise of ________ models is that the power of a brand lies in what customershave seen, read, learned, thought, and felt about the brand over time.a.product-based brand equity b.service-based brand equityc.functional-based brand equityd.mission-driven brand equitye.consumer-based brand equityAnswer: ePage: 276 Level of difficulty: Hard
10.
________ can be defined as the differential effect that brand knowledge has onconsumer response to the marketing of that brand.a.Mission-driven brand equity b.Consumer-based brand equityc.Product-driven brand equityd.Service-driven brand equitye.Function-based brand equityAnswer: bPage: 277 Level of difficulty: Medium
11.
When a consumer expresses thoughts, feelings, images, experiences, beliefs, and soon that become associated with the brand, the consumer is expressing brand ________.a.knowledge b.loyaltyc.behavior d.preferencee.equityAnswer: a Page: 277Level of difficulty: Easy
12.
 ________ is what drives the differences that manifest themselves in brand equity.a.Brand image b.Consumer incomec.Consumer purchasing power d.Consumer knowledgee.Brand perceptionAnswer: dPage: 277Level of difficulty: Medium
13.
Strong brands possess all of the following marketing advantages EXCEPT ________.a.greater loyalty b.larger marginsc.guaranteed profitsd.improved perceptions of product performancee.more elastic consumer response to price decreasesAnswer: cPage: 277 Level of difficulty: Medium236
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