Chapter 9: Top 10 Learning Questions

http://marikachavez.blogspot.com

Top 10 Learning Questions for

Chapter 9Creating Brand Equity

Roche DelutaDecember 15, 2011

V56 Marketing Class ofProf. Remigio Joseph De Ungria

Chapter 9 Marketing Management, Kotler 14th ed

http://www.slideshare.net/rochedeluta


1. Which of the following statement can be best described a Brand?

A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.

B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.

C. Determine which seller that produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate

their dimensions from those of competitors.E. All of the above.




NAME SYMBOL

COMBINATION

TERM

SIGN

DESIGN

1. The American Marketing Association defines brand as


1. The American Marketing Association defines brand as


NAME SYMBOL

COMBINATION

TERM

SIGN

DESIGN

intended to identify the

goods or services of one seller or group of sellers and

to differentiate their

dimensions from those competitors


A. Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.

B. Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.

C. Determine which seller produced the goods or services being offered.D. Identify the goods or services of one seller or group of sellers and to differentiate

their dimensions from those of competitors.E. All of the above.


1. Which of the following statement can be best described a Brand?


2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?

A. Energy, Relevance and KnowledgeB. Energy, Relevance and EsteemC. Differentiation, Energy and EsteemD. Differentiation, Energy and Relevance E. Differentiation, Esteem and Knowledge



2. Brand Asset Valuator determines the five key pillars of brand equity as


Energy

Differentiation

Relevance

Esteem Knowledge

Energized Brand Strength Brand Stature


2. Brand Asset Valuator determines the five key pillars of brand equity


Energy

Differentiation

Relevance

Esteem Knowledge

Energized Brand Strength Brand Stature

Measures the degree to which a

brand is seen as

different from others

Measures the brand’s

sense of momentum

Measures the breadthof a brand’s

appeal

Measures how well the

brand is regarded

and respected

Measures How familiar and intimate consumers

are with the brand


A. Energy, Relevance and KnowledgeB. Energy, Relevance and EsteemC. Differentiation, Energy and EsteemD. Differentiation, Energy and Relevance E. Differentiation, Esteem and Knowledge


2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?


3. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty.


A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment


3. Brand Resonance Pyramid


SALIENCE

PERFORMANCE IMAGERY

FEELINGSJUDGMENTS

RESONANCE




SALIENCE

PERFORMANCE IMAGERY

FEELINGSJUDGMENTS

RESONANCE

Refers to the nature of the relationship customers have with the brand and the

extent to which they feel they’re “in sync” with it;

it is the intensity or depth of the psychological bond

customers have with the brand, as well as the level of activity engendered

by this loyalty




SALIENCE

PERFORMANCE IMAGERY

FEELINGSJUDGMENTS

RESONANCE

Focus on customer’s own personal opinions

and evaluations

Focus on customer’s own personal opinions

and evaluations

Is how well the product

or service meets customer’s

functional needs

Describes the extrinsic properties of the product or service

Is how often and how easily customers think of the brand

under various purchase orconsumption


3. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty.


A. ResonanceB. PerformanceC. ImageryD. FeelingsE. Judgment



4. Holistic marketers emphasize three important new theme in designing brand-building marketing programs. Which one does not include?

A. IntegrationB. InternalizationC. ImpersonationD. PersonalizationE. None of the above


4. Designing Holistic Marketing Activities


Personalization Integration Internalization

Personalizing marketing is about making sure

the brand and its marketing are relevant as possible to as manycustomers as possible

Integration marketing is about mixing and matching marketing

activities to maximize their individual and collective effects

Internal branding is activities and processes that help to inform

and inspire employees.



4. Holistic marketers emphasize three important new theme in designing brand-building marketing programs. Which one does not include?

A. IntegrationB. InternalizationC. ImpersonationD. PersonalizationE. None of the above



5. _________ is the set of all brand lines that a particular seller makes available to buyers.

A. Brand lineB. Brand mixC. Brand equityD. Brand extensionE. None of the above



5. Devising a Branding Strategy

BRAND LINE BRAND MIX BRAND EQUITY BRAND EXTENSION

Consists of all products

Is set of all brand lines

that a particularseller makes available to

buyers

Is the value added endowed

on products and services

When a firm uses an established

brand to Introduce a new

product



5. _________ is the set of all brand lines that a particular seller makes available to buyers.

A. Brand lineB. Brand mixC. Brand equityD. Brand extensionE. None of the above



6. Brand ___________, estimates the total financial value of the brand.

A. ValuationB. EquityC. RevitalizationD. SegmentationE. Reinforcement



6. Interbrand Brand Valuation Method



6. Interbrand Brand Valuation Method

Brand valuation – estimates the total financial

value of thebrand



6. Term used that distinguish with each other

Brand Valuation – estimates the total financial value of the brand.Brand Equity – is reinforced by marketing actions that consistently convey the

meaning of the brand.Brand Revitalization – understands what the sources of brand equity were to

begin.Brand Segmentation – the brand is sold into mutually exclusive segments of

customers that help to determine the variances in the brand’s economic value.

Brand Reinforcement – requires innovation and relevance throughout the marketing program.



6. Brand ___________, estimates the total financial value of the brand.

A. ValuationB. EquityC. RevitalizationD. SegmentationE. Reinforcement



7. In branding decisions, what strategy does development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition?

A. Blanket family namesB. Individual namesC. Separate family names for all productsD. Corporate name combined with

individual product namesE. None of the above.



7. The Four General Strategies of Branding Decisions:

Individual Names – the company does not lie its reputation to the product.Blanket Family Names – development costs are lower because there’s no need

to run “name” research or spend heavily on advertising to create recognition.

Separate family names for all products – e.g. Swift and Company developed separate family naes for its hams (Premium) and fertilizers (Vigoro).

Corporate name combined with individual product names – e.g. Kellogg for Kellogg’s Rice Krispies; Sony; and Hewlett-packard



7. The Four General Strategies of Branding Decisions:

Individual Name Blanket Family Name

Corporate Name

Separate Family Name



7. In branding decisions, what strategy does development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition?

A. Blanket family namesB. Individual namesC. Separate family names for all productsD. Corporate name combined with

individual product namesE. None of the above.



8. How many brand equity drivers do marketers follow when building brand equity?

A. FourB. FiveC. ThreeD. TwoE. None of the above.



8. From a marketing management perspective, there are three main sets of brand equity drivers:

1) The initial choices for the brand element or identities making up the brand (brand names, URLs, logos, symbols, characters, spokepeople, slogans, jingles, packages, and signage)

2) The product and service and all accompanying marketing activities and supporting marketing programs.

3) Other associations indirectly transferred to the brand by linking it to some other entity ( a person, place, or thing)



8. How many brand equity drivers do marketers follow when building brand equity?

A. FourB. FiveC. ThreeD. TwoE. None of the above.



9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.

A. Program MultiplierB. Market MultiplierC. Customer MultiplierD. Shareholder MultiplierE. None of the above.



9. The Brand Value Chain

MarketingProgram

Investment

Brand Performance

Customer Mind-Set

ShareholderValue

ProgramMultiplier

CustomerMultiplier

Market Multiplier

VALUE STAGES

MULTIPLIERS

- Product- Communications- Trade- Employee- Other

- Awareness-Associations-Attitudes-Attachment-Activity

- Price premiums-Price eleasticities-Market share-Expansion success-Cost structure-Profitability

- Stock price-P/E ratio-Market capitalization

- Clarity-Relevance-Distinctiveness-Consistency

- Competitiveness reactions-Channel support-Customer size & profile

- Market dynamics-Growth potential-Risk profile-Brand contribution



Program Multiplier – determines the marketing program ability to affect the customer mind-set and is a function of the quality of the program investment.

Customer Multiplier – determines the extent to which value created in the minds of customers affects market performance.

Market Multiplier – determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.

9. The Brand Value Chain



9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.

A. Program MultiplierB. Market MultiplierC. Customer MultiplierD. Shareholder MultiplierE. None of the above.



10. The following are marketing advantages of strong brands except for one.

A. Improved perceptions of product performanceB. Greater loyaltyC. Less vulnerability to competitive marketing actionsD. Less elastic consumer response to price decreasesE. None of the above.



10. Table for Marketing Advantages of Strong Brands

Improved perceptions of product performance

Greater loyalty

Less vulnerability to competitive marketing actions

Less vulnerability to marketing crises

Larger margins

More inelastic consumer response to price increases

More elastic consumer response to price decreases

Greater trade cooperation and support

Increased marketing communications effectiveness

Possible licensing opportunities



10. The following are marketing advantages of strong brands except for one.

A. Improved perceptions of product performanceB. Greater loyaltyC. Less vulnerability to competitive marketing actionsD. Less elastic consumer response to price decreasesE. None of the above.


Top 10 Learning Questions for

Chapter 9Creating Brand Equity

Roche DelutaDecember 15, 2011

V56 Marketing Class ofProf. Remigio Joseph De Ungria

Chapter 9 Marketing Management, Kotler 14th ed


Chapter 9: Top 10 Learning Questions

Business