Chapter 9 Creating Brand Equity 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


2

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

S

MARKETING

ACTIVITIES

MEANING TRASFERENC

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

=

Drivers of Brand EquityCreate the right brand knowledge


BRAND ELEMENT

S


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

up!

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

S

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


category



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?



FLANKERS

CASH COWS

LOW-ENDENTRY LEVEL

HIGH-ENDPRESTIGE

Niche is a type of market segmentation, not a role on a brand portfolio



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


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Chapter 9 Creating Brand Equity Learning Questions