CREATING BRAND EQUITY

1. A brand is a promise between the firm and the consumer. (page:322, 4th para)
2. The brand name can be protected through registered trademarks. (page:323, 1st para)
3. Branding is the process of endowing products and services with the power of a brand.
(page :323, 5th para)
4. Which of the following products led their product categories for decades due in part to
continual innovation? (page; 323, 6th para)
a. Gillette
b. Merck
c. 3M
d. All the above
5. Brand equity is the added value endowed to products and services with consumers.
(page:324, 3rd para)
6. Customer based brand equity is the differential effect brand knowledge has on consumer
response to the marketing of a brand. (page: 324 5th para)
7. A brand promise is the marketers vision of what the brand must be and do for consumers.
(page 325, 4th para)
8. Energized differentiation, relevance, esteem and knowledge are the key components of
which brand equity model? (page 326 2nd )
a. Brand Asset Valuator
b. BRANDZ
c. Brand RESONANCE Model
d. Consumer Brand Model
9. Energized differentiation and relevance combine to determine brand strength. (page327 ,
1st para)
10. Brand dynamics employs a set of simple scores that summarizes brands equity and
relatable directly to real world financial and business outcomes. (page 329, 1st para)
11. Resonance is the intensity of customers psychological bond with the brand and the level
of activity it engenders. (page 330, 3rd para)
12. The likability of a brand element can increase which of the following? (page331, 5th
para)
a. Awareness
b. Associations
c. Persuasion
d. Both a and b
e. Both a , b and c
13. A brand contact is any information bearing experience, whether positive or negative, a
customer or prospect has with brand, its product category or its market. (page332, 4th
para)
14. Integrated marketing is about mixing and matching marketing activities to maximize their
individual and collective effects. (page334 1st para)
15. Brand bonding occurs when customers experience the company as delivering on its brand
promise. (page 336, 2nd para)
16. A _________ is a focused series of procedures to assess the heath of a brand, uncover its
sources of brand equity and suggest ways to improve and leverage its equity. (page 338
1st point)
a. Brand audit
b. Brand valuation
c. Brand tracking studies
d. Brand testing
17. When a firm uses an established brand to introduce a new product, the product is called
as brand extension. (page343 2nd para)
18. Brand portfolio is the set of all brands and brand lines a particular firm offers for sale in a
particular category or market segment.(page345 4th para)