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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
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Brand Asset ValuatorsComponents of Brand Equity
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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…
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From Philip Kotler’s, Marketing Management, 13th ed.
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
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2. ______ is what the brand stands for and what it promises to consumers.
A. Brand EssenceB. Brand IdentityC. Brand PersonalityD. Brand ImageE. Brand Characteristic
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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
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From Philip Kotler’s, Marketing Management, 13th ed.
Brand Identity represents an aspirational brand image
Brand Identity- what the brand stands for (and)- what the brands promises to customers
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From Philip Kotler’s, Marketing Management, 13th ed.
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
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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
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BRAND ELEMENT
S
MARKETING
ACTIVITIES
MEANING TRASFERENC
E From Philip Kotler’s, Marketing Management, 13th ed.
=
Drivers of Brand EquityCreate the right brand knowledge
http://taeyangxinyi.blogspot.com
BRAND ELEMENT
S
From Philip Kotler’s, Marketing Management, 13th ed.
The other choices are just part of one of the brand equity drivers
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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
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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
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Brand DynamicsCustomer-brand relationship
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From Philip Kotler’s, Marketing Management, 13th ed.
Presence
Relevance
Performance
Advantage
Bonding
Loyalty increases as you go
up!
It is when a brand has bonded with a customer does it get the customer’s unwavering loyalty
Bonding Advantage Performance Relevance Presence
From Philip Kotler’s, Marketing Management, 13th ed.
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://
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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
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5. In Brand Element Choice Criteria, the brand MR. CLEAN is an example of the criteria:
A. MemorableB. MeaningfulC. LikeableD. RecognizableE. Credible
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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.)
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From Philip Kotler’s, Marketing Management, 13th ed.
The Likable criteria is a brand element being appealing to the customer
Likable appealing (visually, verbally, etc.)
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From Philip Kotler’s, Marketing Management, 13th ed.
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
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6. The APPLE logo is a sample of what Brand Element Choice Criteria?
A. TransferableB. AdaptableC. ProtectibleD. UpdatableE. Recognizable
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Brand Element Choice CriteriaGuidelines in choosing your brand element
Transferable Can introduce several products
(same/different category) Adaptable
Adaptability and updatability Protectible
Legally and competitively (trademark rights, individuality)
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From Philip Kotler’s, Marketing Management, 13th ed.
The transferable criteria is a brand element being able to be used on several product lines
Transferable Can introduce several products
(same/different category)
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From Philip Kotler’s, Marketing Management, 13th ed.
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
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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
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BRAND ELEMENT
S
MARKETING
ACTIVITIES
MEANING TRASFERENC
E From Philip Kotler’s, Marketing Management, 13th ed.
=
Drivers of Brand EquityCreate the right brand knowledge
http://taeyangxinyi.blogspot.com
MARKETING
ACTIVITIES
From Philip Kotler’s, Marketing Management, 13th ed.
Marketing Activities is the only brand equity driver in the list of choices
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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
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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.
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Brand KnowledgeHow do they know you?
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From Philip Kotler’s, Marketing Management, 13th ed.
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
Information is not part of brand knowledge
KNOWLEDGEThoughts
Feelings
Images
Experiences
Beliefs
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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.
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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
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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.)
http://taeyangxinyi.blogspot.com
From Philip Kotler’s, Marketing Management, 13th ed.
Brand Element Choice CriteriaGuidelines in choosing your brand element
Transferable Can introduce several products
(same/different category) Adaptable
Adaptability and updatability Protectible
Legally and competitively (trademark rights, individuality)
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From Philip Kotler’s, Marketing Management, 13th ed.
The brand name is meaningful, as it suggests prized freshness
Meaningful credible and suggestive of corresponding
category
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From Philip Kotler’s, Marketing Management, 13th ed.
Bounty = reward, prize~ Bountiful = plentiful, abundant
Fresh/freshness is important when it comes to food, especially something that is raw.
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
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10. Which of the following is not a role on a brand portfolio?
A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige
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Brand Roles on a Brand PortfolioWhat brand type is the product?
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From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERS
CASH COWS
LOW-ENDENTRY LEVEL
HIGH-ENDPRESTIGE
Niche is a type of market segmentation, not a role on a brand portfolio
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From Philip Kotler’s, Marketing Management, 13th ed.
FLANKERSFighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position
CASH COWSBrands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support
LOW-END ENTRY LEVELRelatively low-priced “traffic-builder” brands that attract customers to the brand franchise in hopes to trading customers up to the higher-priced brand
HIGH-END PRESTIGEBrands that add prestige and credibility to the entire portfolio
10. Which of the following is not a role on a brand portfolio?
A. Cash CowsB. FlankersC. Low-End Entry LevelD. Niche MarketerE. High-End Prestige
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TOP 10 Learning Questions for
Ch 9: Creating Brand Equity
Soleil GanApril 2011
http://taeyangxinyi.blogspot.com