Creating Brand Equity习题及答案详解.docx

Creating Brand Equity习题及答案详解.docx

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CreatingBrandEquity习题及答案详解

Chapter9:

CreatingBrandEquity

GENERALCONCEPTQUESTIONS

MultipleChoice

1.Attheheartofasuccessfulbrandis________,backedbycreativelydesignedandexecutedmarketing.

a.price

b.promotion

c.agreatproductorservice

d.agreatslogan

e.abrandconcept

Answer:

cPage:

273Levelofdifficulty:

Easy

2.Thestrategicbranchmanagementprocessinvolvesfourmainsteps.WhichofthefollowingwouldNOTbeamongthosesteps?

a.Measuringconsumerbrandknowledge.

b.Identifyingandestablishingbrandpositioning.

c.Planningandimplementingbrandmarketing.

d.Measuringandinterpretingbrandperformance.

e.Growingandsustainingbrandvalue.

Answer:

aPage:

274Levelofdifficulty:

Hard

3.TheAmericanMarketingAssociationdefinesa________as“aname,term,sign,symbol,ordesign,oracombinationofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetitors.”

a.holisticproductconcept

b.productconcept

c.serviceconcept

d.brand

e.brandimage

Answer:

dPage:

274Levelofdifficulty:

Medium

4.

TheearliestsignsofbrandinginEuropeweremedieval________requirementthatcraftspeopleputtrademarksontheirproductstoprotectthemselvesandconsumersagainstinferiorquality.

a.kings’

b.churches’

c.consumers’

d.governments’

e.guilds’

Answer:

ePage:

274Levelofdifficulty:

Medium

5.Consumerslearnaboutbrandsthrough________andproductmarketingprograms.

a.themassmedia

b.pastexperienceswiththeproduct

c.thesalesforce

d.shoppingbots

e.independentinformationsources

Answer:

bPage:

274Levelofdifficulty:

Medium

6.Theworld’sstrongestbrandssharecommonattributes.WhichofthefollowingwouldNOTbeamongthosecommonattributes?

a.Thebrandthatspendsthemostisthemostrespectedandvalued.

b.Thecompanymonitorssourcesofbrandequity.

c.Thepricingstrategyisbasedonconsumerperceptionsofvalue.

d.Thebrandstaysrelevant.

e.Thebrandexcelsatdeliveringthebenefitsconsumerstrulydesire.

Answer:

aPage:

275Levelofdifficulty:

Hard

7.________isendowingproductsandserviceswiththepowerofabrand.

a.Brandimage

b.Thebrandingconcept

c.Branding

d.Brandpositioning

e.Brandpartitioning

Answer:

cPage:

275Levelofdifficulty:

Easy

8.Brand________istheaddedvalueendowedtoproductsandservices.

a.loyalty

b.equity

c.preference

d.satisfaction

e.benefits

Answer:

bPage:

276Levelofdifficulty:

Medium

9.

Thepremiseof________modelsisthatthepowerofabrandliesinwhatcustomershaveseen,read,learned,thought,andfeltaboutthebrandovertime.

a.product-basedbrandequity

b.service-basedbrandequity

c.functional-basedbrandequity

d.mission-drivenbrandequity

e.consumer-basedbrandequity

Answer:

ePage:

276Levelofdifficulty:

Hard

10.________canbedefinedasthedifferentialeffectthatbrandknowledgehasonconsumerresponsetothemarketingofthatbrand.

a.Mission-drivenbrandequity

b.Consumer-basedbrandequity

c.Product-drivenbrandequity

d.Service-drivenbrandequity

e.Function-basedbrandequity

Answer:

bPage:

277Levelofdifficulty:

Medium

11.Whenaconsumerexpressesthoughts,feelings,images,experiences,beliefs,andsoonthatbecomeassociatedwiththebrand,theconsumerisexpressingbrand________.

a.knowledge

b.loyalty

c.behavior

d.preference

e.equity

Answer:

aPage:

277Levelofdifficulty:

Easy

12.________iswhatdrivesthedifferencesthatmanifestthemselvesinbrandequity.

a.Brandimage

b.Consumerincome

c.Consumerpurchasingpower

d.Consumerknowledge

e.Brandperception

Answer:

dPage:

277Levelofdifficulty:

Medium

13.StrongbrandspossessallofthefollowingmarketingadvantagesEXCEPT________.

a.greaterloyalty

b.largermargins

c.guaranteedprofits

d.improvedperceptionsofproductperformance

e.moreelasticconsumerresponsetopricedecreases

Answer:

cPage:

277Levelofdifficulty:

Medium

14.

Whenamarketerexpresseshisorhervisionofwhatthebrandmustbeanddoforconsumers,theyareexpressingwhatiscalled________.

a.abrandpromise

b.abrandmission

c.brandequity

d.abrandposition

e.abrandconcept

Answer:

aPage:

278Levelofdifficulty:

Hard

15.Therearefourkeycomponents—orpillars—ofbrandequity.Whichofthosecomponentsorpillarsmeasuresthebreadthofabrand’sappeal?

a.Differentiation

b.Relevance

c.Esteem

d.Knowledge

e.Value

Answer:

bPage:

278Levelofdifficulty:

Hard

16.Twopillarsthatpointtothebrand’sfuturevalue,ratherthanjustreflectingitspast,aredifferentiationandrelevance.Differentiationandrelevancecombinetodeterminewhatiscalledbrand________.

a.position

b.image

c.depth

d.knowledge

e.strength

Answer:

ePage:

279Levelofdifficulty:

Medium

17.DavidAakerviewsbrandequityasasetoffivecategoriesofbrandassetsandliabilitieslinkedtoabrandthataddorsubtractfromthevalueprovidedbyaproductorservicetoafirmand/orthatfirm’scustomers.AllofthefollowingwouldbeamongAaker’sfivecategoriesEXCEPT________.

a.brandloyalty

b.brandawareness

c.perceivedquality

d.brandprice

e.brandassociations

Answer:

dPage:

279Levelofdifficulty:

Hard

18.

AccordingtoAaker,aparticularlyimportantconceptforbuildingbrandequityis________—theuniquesetofbrandassociationsthatrepresentwhatthebrandstandsforandpromisestoconsumers.

a.brandknowledge

b.brandpreference

c.brandidentity

d.brandvision

e.brandabledifferences

Answer:

cPage:

279Levelofdifficulty:

Medium

19.GeneralMotorsstatesthatits________isa“worldclasscarwithemployeeswhotreatcustomerswithrespectandasfriends.”

a.coreidentity

b.perceivedidentity

c.extendedidentity

d.defensibleidentity

e.competitiveidentity

Answer:

aPages:

280Levelofdifficulty:

Medium

20.AccordingtotheBRANDZmodelofbrandstrength,brandbuildinginvolvesasequentialseriesofsteps.Whichofthesestepswouldaddressoranswerthequestion“DoIknowaboutit?

”

a.Relevance

b.Presence

c.Performance

d.Advantage

e.Bonding

Answer:

bPage:

280Levelofdifficulty:

Medium

21.TheMasterCard“priceless”adcampaignisagoodexampleofbrandduality.Twoadvantagesofthebrandaredemonstratedinthiscampaign.Whatarethoseadvantages?

a.Positiveandnegativeadvantages.

b.Localandglobaladvantages.

c.Rationalandemotionaladvantages.

d.Segmentedanddifferentiatedadvantages.

e.Priceandpromotionaladvantages.

Answer:

cPage:

280Levelofdifficulty:

Hard

22.

Allofthefollowingareconsideredtobeamongthe“sixbrandbuildingblocks”EXCEPT________.

a.brandsalience

b.brandperformance

c.brandimagery

d.brandfeelings

e.brandpride

Answer:

ePage:

280Levelofdifficulty:

Medium

23.Withrespecttothe“sixbrandbuildingblocks,”________focusoncustomers’ownpersonalopinionsandevaluations.

a.brandsalience

b.brandperformance

c.brandimagery

d.brandjudgments

e.brandresonance

Answer:

dPage:

280Levelofdifficulty:

Medium

24.Withrespecttothebrandresonancepyramid,atwhichofthefollowing“buildingblocklevels”wouldweexpecttheconsumertohavedevelopedanintense,activeloyalty?

a.Salience

b.Imagery

c.Feelings

d.Judgments

e.Resonance

Answer:

eage:

281Levelofdifficulty:

Hard

25.Fromamarketingmanagementperspective,therearethreemainsetsofbrandequitydrivers.WhichofthesedriverswasmostapplicablewhenMcDonald’sdecidedtousethe“goldenarches”andRonaldMcDonaldassymbolsoftheirbrand?

a.Theproductandallaccompanyingmarketingactivitiesandsupportingmarketingprograms.

b.Theserviceandallaccompanyingmarketingactivitiesandsupportingmarketingprograms.

c.Theinitialchoicesforthebrandelementsoridentitiesmakingupthebrand.

d.Associationsindirectlytransferredtothebrandbylinkingittosomeotherentity.

e.Theprofitabilityassociatedwithbranddevelopment.

Answer:

cPage:

281Levelofdifficulty:

Medium

26.

________arethosetrademarkabledevicesthatservetoidentifyanddifferentiatethebrand.

a.Brandelements

b.Brandvalue

c.Brandperception

d.Brandimage

e.Brandtracks

Answer:

aPage:

281Levelofdifficulty:

Medium

27.Sixbrandelementsassistinbrandbuilding.WhichofthefollowingwouldNOTbeamongthosepreferredbrandelements?

a.Adaptable

b.Protectable

c.Memorable

d.Likeability

e.Subliminalnature

Answer:

ePage:

282Levelofdifficulty:

Medium

28.Ifabrandelementcanbeusedtointroducenewproductsinthesameordifferentcategories,thebrandelementissaidtobe________.

a.memorable

b.meaningful

c.likeable

d.transferable

e.adaptable

Answer:

dPage:

282Levelofdifficulty:

Medium

29.Beforeselectingabrandname,marketersmustbeassuredthatthebrandnamewillbewellreceivedandunderstoodbytheconsumers.Inordertodothisseveraltestsmayneedtobeperformed.A（n）________askssuchquestionsas“Howeasilyisthenamepronounced?

”

a.associationtest

b.learningtest

c.memorytest

d.preferencetest

e.designtest

Answer:

bPage:

282Levelofdifficulty:

Medium

30.Brandnamesarenotonlyimportantbrandelement.Often,________,themoreimportantitisthatbrandelementscapturethebrand’sintangiblecharacteristics.

a.thelessconcretebrandbenefitsare

b.themoreconcretebrandbenefitsare

c.themorevariedbrandperceptionsare

d.thelessvariedbrandperceptionsare

e.themoresophisticatedbrandbenefitsare

Answer:

aPages:

282