Ch9 Creating Brand Equity Top 10 Learning Questions

TOP 10 Learning Questions for

Ch 9: Creating Brand Equity

Soleil GanApril 2011

http://taeyangxinyi.blogspot.com

1. Which of the following is NOT a component of Brand Equity?

A. RelevanceB. EnergyC. EsteemD. IndividualityE. Knowledge

Brand Asset ValuatorsComponents of Brand Equity

3http://taeyangxinyi.blogspot.com

From Philip Kotler’s, Marketing Management, 13th ed.

BRAND EQUITY

Differentiation

Energy Relevance

Esteem

Knowledge

CALCI-N

Individuality is not a component of brand equity, rather it is…

BRAND EQUITY

Differentiation

Energy Relevance

Esteem

Knowledge

CALCI-N

Differentiation-measures the degree to which a brand is seen as different from others

Example:Chuckie chocolate milk advertises CALCI-N as an ingredientversus Moo who doesn’t have said ingredient

1. Which of the following is NOT a component of Brand Equity?

A. RelevanceB. EnergyC. EsteemD. IndividualityE. Knowledge

2. ______ is what the brand stands for and what it promises to consumers.

A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic

Aaker ModelStart managing your brand

Brand Identity- what the brand stands for (and)- what the brands promises to customers Core Identity Elements Extended Identity Elements Brand Essence

Brand Identity represents an aspirational brand image

Brand Identity- what the brand stands for (and)- what the brands promises to customers

The design is a man and woman close together; promises with the use of the product, users will not be shy in being up-close-&-personal with other people

2. ______ is what the brand stands for and what it promises to consumers.

A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic

3. In the concept of Brand Equity Drivers, the image below is a sample of:

A. Brand NameB. Brand LogoC. Brand SymbolD. Brand ElementE. Brand Character

BRAND ELEMENT

MARKETING

ACTIVITIES

MEANING TRASFERENC

E From Philip Kotler’s, Marketing Management, 13th ed.

Drivers of Brand EquityCreate the right brand knowledge

BRAND ELEMENT

The other choices are just part of one of the brand equity drivers

The other choices are examples of Brand Elements:Brand Names, URLs, Logos, Symbols, Characters, Slogans

3. In the concept of Brand Equity Drivers, the image below is a sample of:

A. Brand NameB. Brand LogoC. Brand SymbolD. Brand ElementE. Brand Character

4. A brand is able to have the strongest relationship with a customer once:

A. It has an advantage over its competitors

B. It delivers and performs as expected, or more

C. It is able to bond with the customerD. It has relevance on the customer’s lifeE. It is known by the customer

Brand DynamicsCustomer-brand relationship

Presence

Relevance

Performance

Advantage

Bonding

Loyalty increases as you go

It is when a brand has bonded with a customer does it get the customer’s unwavering loyalty

Bonding Advantage Performance Relevance Presence

The “bonded” customers builds a stronger relationship with the brand and spends more on it than the lower levels

Ex: Customers would spend more to have a party at Jollibee than have it on their own home, even if it is more costly to do so http://

taeyangxinyi.blogspot.com

4. A brand is able to have the strongest relationship with a customer once:

A. It has an advantage over its competitors

B. It delivers and performs as expected, or more

C. It is able to bond with the customerD. It has relevance on the customer’s lifeE. It is known by the customer

5. In Brand Element Choice Criteria, the brand MR. CLEAN is an example of the criteria:

A. MemorableB. MeaningfulC. LikeableD. RecognizableE. Credible

Brand Element Choice CriteriaGuidelines in choosing your brand element

Memorable easily recalled and recognized

Meaningful credible and suggestive of corresponding

category Likable

appealing (visually, verbally, etc.)

The Likable criteria is a brand element being appealing to the customer

Likable appealing (visually, verbally, etc.)

Likable visually & verbally. The brand name and logo of the detergent brand brings to mind cleanliness with its simplicity; plus it shows power of the product to do as it promises “to clean”, with the muscled man in the logo

5. In Brand Element Choice Criteria, the brand MR. CLEAN is an example of the criteria:

A. MemorableB. MeaningfulC. LikeableD. RecognizableE. Credible

6. The APPLE logo is a sample of what Brand Element Choice Criteria?

A. TransferableB. AdaptableC. ProtectibleD. UpdatableE. Recognizable

Transferable Can introduce several products

(same/different category) Adaptable

Adaptability and updatability Protectible

Legally and competitively (trademark rights, individuality)

The transferable criteria is a brand element being able to be used on several product lines

(same/different category)

The single Apple logo is able to introduce several product lines: iPhone, iPod, Mac, iPad

6. The APPLE logo is a sample of what Brand Element Choice Criteria?

A. TransferableB. AdaptableC. ProtectibleD. UpdatableE. Recognizable

7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?

A. CharactersB. Marketing ActivitiesC. EndorsementsD. RelevanceE. Print Advertisement

BRAND ELEMENT

MARKETING

ACTIVITIES

MEANING TRASFERENC

E From Philip Kotler’s, Marketing Management, 13th ed.

Drivers of Brand EquityCreate the right brand knowledge

MARKETING

ACTIVITIES

Marketing Activities is the only brand equity driver in the list of choices

The Print AD and TV Commercials of the endorsers are MARKETING ACTIVITIES. The other choices are not Drivers of Brand Equity.

7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?

A. CharactersB. Marketing ActivitiesC. EndorsementsD. RelevanceE. Print Advertisement

8. Which of the following is not true?

A. Memorable and meaningful are two of the six brand element choice criteria.

B. Logos and symbols are two of the six brand elements.

C. Alliances and third-party endorsements are secondary sources of brand knowledge.

D. Feelings and information are two types of brand knowledge

E. Presence and bonding are two levels of brand dynamics.

Brand KnowledgeHow do they know you?

KNOWLEDGEThoughts

Feelings

Images

Experiences

Beliefs

Information is not part of brand knowledge

KNOWLEDGEThoughts

Feelings

Images

Experiences

Beliefs

8. Which of the following is not true?

A. Memorable and meaningful are two of the six brand element choice criteria.

B. Logos and symbols are two of the six brand elements.

C. Alliances and third-party endorsements are secondary sources of brand knowledge.

D. Feelings and information are two types of brand knowledge

E. Presence and bonding are two levels of brand dynamics.

9. With a brand name like BOUNTY FRESH for chicken, the brand name as an element is ___ and ___.

A. Credible and suggestiveB. Adaptable and updatableC. Legally and competitively predictableD. Easily recalled and recognizedE. Introducible and transferable

Memorable easily recalled and recognized

category Likable

appealing (visually, verbally, etc.)

(same/different category) Adaptable

Adaptability and updatability Protectible

Legally and competitively (trademark rights, individuality)

The brand name is meaningful, as it suggests prized freshness

Ch9 Creating Brand Equity Top 10 Learning Questions

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