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Strategic
Question
_____ is endwoing products and services with the power of a brand.
Brand_______ is the added value endowed to products and services.
Consumers
about brands
through________
andby
product
marketing
At the heartlearn
of a successful
brand
is ______ backed
created
designedprograms.
and executed
marketing.
_______ is what drives the differences that manifest themselves in brand equity.
strong brands process all of the following marketing advantage EXPECT

When a marketer expences his or her vision of what the brand must be and do for
concumers,they are expressing what is called________ .
There are four key components or pillers of brand equity. Which of those components of
pillers measures the breadth of a brands appeal?
General Motors states that its______ is a world class with employee who treat customers
with respect and as friends.
_______ can be defined as the differential effect that brand knowledge has on consumer
response to the marketing of that brand.
All of the following are considered to be among the "six brand building block" EXCEPT___
With respect to the "six brand building blocks,"______focus on customers 'own personal
opinions and evaluation.
___are those trademark able devices that serve to identify and differentiate the brand
Six brand element assist in brand building.Which of the following would NOT be among
those perferred brand elements?
If a brand element can be used to introduce new products in the same or different
categories,the brand element is said to be____.
Brand elements and secondary associations can make important contributions to
building brand equity; however,the primary input comes from____
considering holistic marketing activities,the rapid expansion of____has created
opportunities to personalies marketing.
_____is about making sure that brand and its marketing are as relevant as possible to as
many customers as possible a challenge,given that no two
_____is the consumers' ability to identify the brand under different condititions,as
reflected by their brand recognition or recall performance.
The main secondary sources of brand knowledge come from all of the following
EXCEPT____

Brand equity can be measured in two ways.whhich of the following would has a good
representation of one of those ways?
Astructured approach to assessing the soures and brand equity and the manager in
which marketing activities creates brand value is called________.

Within a brand audit,the ______has as its purpose to provide a current,comprehensive

profile of how all the products and services sold by a company are marketed and
branded.
Many firms use________to supplement traditional focus groups.They study consumers in
their everyday habits at home,at work,at play,or shopping.
________has the job of estimating the total financial value of the brand.
According to 2004 brand value estimate,_________was ranked number one in the world
with a brand value of $67.39 billion.
companys major endursing asset is________.
According to interbrands brand strength formula,the most important factor in the
equestion is______with a 25 percent weight.
When a firm uses an established brand to introduce a new product, it is called
a(n)________.
All of the following would be examples of companies that use family branding as one of
their branding strategies EXCEPT________.
_______is the set of all brands and brand lines a particular firm offers for sale to buyers in
aparticular category.
_______BRANDS ARE POSITIONED WITH RESPECT TO COMPETITORS BRANDS SO THAT
MORE IMPORTANT FLAGSHIP BRANDS CAN RETAIN THEIR DESIRED POSITIONING.
The role of ______in the brand portfolio often may to attract customers to the brand
franchise.Trading up will often occurs with this type of brand.

All the following are valuable functions performed by brands for firms EXPECT_______.
Brands must create strong,favorable,and unique brand brand associations with
customers,as has been the case with volvo(safety),Hallmark(______),and Harley
Davidson(aventure).
The famous "Plop,plop,fizz,fizz: oh,what a relief it is" campaign is a good example of
what is called a brand____________.
If a manager is looking for a "report card"on past performance of a brand, he or she
should turn to an examination of the brand_________.
As part of the strategic brand management process,each company and offering must
represent a distinctive _______ in the mind of the target market.
The preferred approach to positioning is to inform consumers of a brands membership
before stating its___________.
Measures the degree to which a brand is seen as different from others.

Strategic Brand Management

a
b
A) Brand image
B) The branding concept
A) loyalty
B) equity
past experiance with the
A) the mass media
product
A) price
A) Brand image

B) promotion
B) cosumer income

A) greater loyalty

B) larger margins

A) a brand promise

B) a brand mission

A) Differenatition

B) Relevance

A) core identity

B) perceived identity

B) service driven brand

A) Mission driven brand equity equity
A) Brand Salience

B) Brand Performance

A) Brand salience

B) Brand Performance

A) Brand element

B) Brand Value

A) Adaptable

B) Protectable

A) Memorable

B) Meaningful

A) The product or service and

supporting marketing activities B) Marketing research
A) target marketing

B) globalization

A) personalizing marketing

B) Segmenting marketing

A) Brand awareness

B) Brand image

A) other brands

B) People

A) statistical analysis of
demographics.

B) secondary evalution of
govermental statictics.

A) the brand value chain

B) the brand portfolio

A) Cost curve calculation

B) product balane sheet

A) ethanography
A) brand tacking

B) demography
B) brand auditing

A) micosoft
A) its leadership

B) IBM
B) its brand

A) Stability

B) Market

A) Sub brand

B) brand value

A) cambell soup

B) sears

A) brand partition

B) brand position

A) flanker

B) attacker

A) the cash flow

B) flanker brand

A) they simplify product

handling

B) helps to organize
inventary and accounting
records

A) Caring

B) love

A) felement

B)tagline

A) Strength

B)Compatibility

A)Promotion

B) Cell

A) POINT OF PARITY
A) Relevance

B) Point of difference
B) Differentiation

c
C) Branding
C) preference
C) the sales force

d
D) Brand positioning
D) satisfaction
D) shopping bots

ANSWER
C
B
B

C)
great product
C) a
consumer
purchasing
power

D) a great slogan
D) consumer knowledge

C
D

C) guaranteed profits

D) improved perceptions of
product

C) brand equity

D) a brand position

C) Esteem

D) Knowledge

C) extended identity

D) defensible identity

C) functional driven brand

equity

D) cosumer driven brand

equity

C) Brand imagery

D) Brand feeling

C) Brand imagery

D) Brand Judgments

C) Brand perception

D) Brand image

C) Memorable

D) Subliminal nature

C) Likeable

D) Transferable

C) the consumer

D) The distributors

C) the internet

D) standarization

C) Brand imagery

D) Emotionalizing brands

C) Brand alternation

D) Brand perception

C) Things

D) Local,state,and federal
governments

C) directly assessing the

actual impact of brand
knowledge on consumer
response to different aspects D) Evaluating published
of marketing.
statistics of comptitors.

C) the brand life cycle

D) brand partitioning

C) stategic plan

D) brand inventory

C) geodemography
C) brand equity

D) psychographic
D) brand valuation

A
D

C) Coca-cola
C) Its culture

D) GE
D) its shareholder

C
B

C) Geographic

D) Leadership

C) brand extension

D) brand mix

C) Heinz

D) General electric

C) brand portfolio

D) brand concept

C) defencer

D) blitzkrieg

C) fighting brand

D) low end entry level brand D

C) offers the firm legel

D) a branded product is
protection through registered almost always guaranteed to
trademarks
be profitable
D

C) HAPPINESS

D) giving

C) Visual

D) personification

C)stature

D) image

C) big idea

D) Ad

C) Point of conflict
C) Essteem

D) point of weakness
D) Knowledge

B
B