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Top 10 Questions Chapter 9

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This document contains 10 multiple choice questions about branding and brand equity from a chapter on creating brand equity. It provides the questions and short conceptual explanations or definitions for each answer. The questions cover topics like the roles of brands, components of brand equity models, how to measure brand equity, different types of brands in a portfolio, and elements of holistic marketing activities.

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Top Ten Learning Questions ForChapter 9 Creating Brand EquityRyan Vincent L. UySeptember 2, 2010ryanvincentuy@blogspot.com
1. What is not a role of brand?A. Identify the makerB. Complex product handlingC. Organize accountingD. Offer legal protectionE. None of the above
ConceptThe role of the brands are: It identifies the maker. must be simplify product handling
It simplifies product handling
It organizes accounting
It offers legal protection1. What is not a role of a brand?A. Identify the makerB. Complex product handlingC. Organize accountingD. Offer legal protectionE. None of the above
2. One of the role brands is to create barriers to entry, therefore it creates? A. Absolute AdvantageB. Zero sum gameC. Pareto OptimumD. Competitive AdvantageE. Prisoner’s Dilemma
ConceptThere are 5 roles of brands, one is to signify quality, create barriers to entry, serve as competitive advantage and secure price premiumIn creating barriers to entry, it can create a competitive advantage for the product.
2. One of the role brands is to create barriers to entry, therefore it creates? A. Absolute AdvantageB. Zero sum gameC. Pareto OptimumD. Competitive AdvantageE. Prisoner’s Dilemma
3. What is the added value endowed on products and services?A. Brand MarketingB. Brand EquityC. BrandingD. Brand Management
ConceptBrand Equity is the added value endowed on product and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as prices, market share and profitability the brand commands the firm
3. What is the added value endowed on products and services?A. Brand MarketingB. Brand EquityC. BrandingD. Brand Management
4. Which of the following statement is false?A. Strong brands are considered as elasticB. Brand can create absolute advantageC. Brand equity provides for added value and serviceD. Greater cooperation can be achieved through a strong brand.E. None of the above.
ConceptStrong Brands:Improve perception of productsGreater loyaltyLess vulnerability to competitive marketing actionsLess vulnerability to crisesLarger MarginsMore inelastic consumer responseGreater trade cooperationIncreased marketing communication effectivenessPossible licensing opportunities
4. Which of the following statement is false?A. Strong brands are considered as elasticB. Brand can create absolute advantageC. Brand equity provides for added value and serviceD. Greater cooperation can be achieved through a strong brand.E. None of the above.
5. What are the key components of Brand Asset Valuator?A. Differentiation, Relevance, Prestige, Intelligence, PowerB. Mix, Power, Present, Esteem, KnowledgeC. Differentiation, Energy, Relevance, Esteem, KnowledgeD. Energy, Continuum, Power, Knowledge, Differentiation
ConceptDeveloped by Young and RubicamProvides comparative measures on the brand equity.Differentiation, Energy, Relevance, Esteem, Knowledge, these are the five pillars of brand equity based on the BAV model.
5. What are the key components of Brand Asset Valuator?A. Differentiation, Relevance, Prestige, Intelligence, PowerB. Mix, Power, Present, Esteem, KnowledgeC. Differentiation, Energy, Relevance, Esteem, KnowledgeD. Energy, Continuum, Power, Knowledge, Differentiation
6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?A. PerformanceB. AdvantageC. RelevanceD. PresenceE. Bonding
ConceptBonding, bonded consumers are the highest because they have already a strong relationship with the brand and spend more for the brand.
6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?A. PerformanceB. AdvantageC. RelevanceD. PresenceE. Bonding
7. What model has brand identity, core identity elements, extended identity elements and brand essence?A. Aaker ModelB. Brand Resonance Pyramid ModelC. Lewis ModelD. Brand Portfolio ModelE. Product life Cycle Model
ConceptThe Aaker model developed by David Aaker, he views brand equity as awareness, loyalty and association combined with values.
7. What model has brand identity, core identity elements, extended identity elements and brand essence?A. Aacker ModelB. Brand Resonance Pyramid ModelC. Lewis ModelD. Brand Portfolio ModelE. Product life Cycle Model
8. How do you measure brand equity?A. Brand Audits, Brand Tracking and Brand ValuationB. Brand Worth, Brand Evaluation and Brand ListingC. Brand Assessment, Brand Trailing and Brand ValuationD. Brand Differentiation, Brand Tracking and Brand LoyaltyE. None of the Above
ConceptTo measure brand equity there are three measurement: brand audit, brand tracking and brand valuation.Brand audit is used to assess the health of the brand.Brand tracking collects quantitative data.Brand valuation is estimating the total financial value of the brand.
8. How do you measure brand equity?A. Brand Audits, Brand Tracking and Brand ValuationB. Brand Worth, Brand Evaluation and Brand ListingC. Brand Assessment, Brand Trailing and Brand ValuationD. Brand Differentiation, Brand Tracking and Brand LoyaltyE. None of the Above
9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?A. Low End Entry LevelB. Cash CowC. FlankersD. High-end PrestigeE. None of the above
ConceptCash cow are brands that can be kept despite of dwindling sales, because they still can manage to hold on to enough customers and maintain their profitability with virtually no marketing support.
9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?A. Low End Entry LevelB. Cash CowC. FlankersD. High-end PrestigeE. None of the above
10. Designing Holistic Marketing Activities involves?A. Customization, Integration and SWOTB. Personalization, Communication and InternalizationC. Internalization, Personalization and IntegrationD. Customization, Communication and Integration

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Top 10 Questions Chapter 9

  • 1. Top Ten Learning Questions ForChapter 9 Creating Brand EquityRyan Vincent L. UySeptember 2, 2010ryanvincentuy@blogspot.com
  • 2. 1. What is not a role of brand?A. Identify the makerB. Complex product handlingC. Organize accountingD. Offer legal protectionE. None of the above
  • 3. ConceptThe role of the brands are: It identifies the maker. must be simplify product handling
  • 6. It offers legal protection1. What is not a role of a brand?A. Identify the makerB. Complex product handlingC. Organize accountingD. Offer legal protectionE. None of the above
  • 7. 2. One of the role brands is to create barriers to entry, therefore it creates? A. Absolute AdvantageB. Zero sum gameC. Pareto OptimumD. Competitive AdvantageE. Prisoner’s Dilemma
  • 8. ConceptThere are 5 roles of brands, one is to signify quality, create barriers to entry, serve as competitive advantage and secure price premiumIn creating barriers to entry, it can create a competitive advantage for the product.
  • 9. 2. One of the role brands is to create barriers to entry, therefore it creates? A. Absolute AdvantageB. Zero sum gameC. Pareto OptimumD. Competitive AdvantageE. Prisoner’s Dilemma
  • 10. 3. What is the added value endowed on products and services?A. Brand MarketingB. Brand EquityC. BrandingD. Brand Management
  • 11. ConceptBrand Equity is the added value endowed on product and services. It may be reflected in the way consumers think, feel, and act with respect to the brand, as well as prices, market share and profitability the brand commands the firm
  • 12. 3. What is the added value endowed on products and services?A. Brand MarketingB. Brand EquityC. BrandingD. Brand Management
  • 13. 4. Which of the following statement is false?A. Strong brands are considered as elasticB. Brand can create absolute advantageC. Brand equity provides for added value and serviceD. Greater cooperation can be achieved through a strong brand.E. None of the above.
  • 14. ConceptStrong Brands:Improve perception of productsGreater loyaltyLess vulnerability to competitive marketing actionsLess vulnerability to crisesLarger MarginsMore inelastic consumer responseGreater trade cooperationIncreased marketing communication effectivenessPossible licensing opportunities
  • 15. 4. Which of the following statement is false?A. Strong brands are considered as elasticB. Brand can create absolute advantageC. Brand equity provides for added value and serviceD. Greater cooperation can be achieved through a strong brand.E. None of the above.
  • 16. 5. What are the key components of Brand Asset Valuator?A. Differentiation, Relevance, Prestige, Intelligence, PowerB. Mix, Power, Present, Esteem, KnowledgeC. Differentiation, Energy, Relevance, Esteem, KnowledgeD. Energy, Continuum, Power, Knowledge, Differentiation
  • 17. ConceptDeveloped by Young and RubicamProvides comparative measures on the brand equity.Differentiation, Energy, Relevance, Esteem, Knowledge, these are the five pillars of brand equity based on the BAV model.
  • 18. 5. What are the key components of Brand Asset Valuator?A. Differentiation, Relevance, Prestige, Intelligence, PowerB. Mix, Power, Present, Esteem, KnowledgeC. Differentiation, Energy, Relevance, Esteem, KnowledgeD. Energy, Continuum, Power, Knowledge, Differentiation
  • 19. 6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?A. PerformanceB. AdvantageC. RelevanceD. PresenceE. Bonding
  • 20. ConceptBonding, bonded consumers are the highest because they have already a strong relationship with the brand and spend more for the brand.
  • 21. 6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?A. PerformanceB. AdvantageC. RelevanceD. PresenceE. Bonding
  • 22. 7. What model has brand identity, core identity elements, extended identity elements and brand essence?A. Aaker ModelB. Brand Resonance Pyramid ModelC. Lewis ModelD. Brand Portfolio ModelE. Product life Cycle Model
  • 23. ConceptThe Aaker model developed by David Aaker, he views brand equity as awareness, loyalty and association combined with values.
  • 24. 7. What model has brand identity, core identity elements, extended identity elements and brand essence?A. Aacker ModelB. Brand Resonance Pyramid ModelC. Lewis ModelD. Brand Portfolio ModelE. Product life Cycle Model
  • 25. 8. How do you measure brand equity?A. Brand Audits, Brand Tracking and Brand ValuationB. Brand Worth, Brand Evaluation and Brand ListingC. Brand Assessment, Brand Trailing and Brand ValuationD. Brand Differentiation, Brand Tracking and Brand LoyaltyE. None of the Above
  • 26. ConceptTo measure brand equity there are three measurement: brand audit, brand tracking and brand valuation.Brand audit is used to assess the health of the brand.Brand tracking collects quantitative data.Brand valuation is estimating the total financial value of the brand.
  • 27. 8. How do you measure brand equity?A. Brand Audits, Brand Tracking and Brand ValuationB. Brand Worth, Brand Evaluation and Brand ListingC. Brand Assessment, Brand Trailing and Brand ValuationD. Brand Differentiation, Brand Tracking and Brand LoyaltyE. None of the Above
  • 28. 9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?A. Low End Entry LevelB. Cash CowC. FlankersD. High-end PrestigeE. None of the above
  • 29. ConceptCash cow are brands that can be kept despite of dwindling sales, because they still can manage to hold on to enough customers and maintain their profitability with virtually no marketing support.
  • 30. 9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?A. Low End Entry LevelB. Cash CowC. FlankersD. High-end PrestigeE. None of the above
  • 31. 10. Designing Holistic Marketing Activities involves?A. Customization, Integration and SWOTB. Personalization, Communication and InternalizationC. Internalization, Personalization and IntegrationD. Customization, Communication and Integration
  • 32. ConceptHolistic marketers emphasize on three important theme: personalization, integration and internalizationPersonalization is about making sure the brand and its marketing are relevant as possible to as many customersIntegration is about mixing and matching marketing activities to maximize their individual and collective effectsInternalization is activities and process that help to inspire and inform employees
  • 33. 10. Designing Holistic Marketing Activities involves?A. Customization, Integration and SWOTB. Personalization, Communication and InternalizationC. Internalization, Personalization and IntegrationD. Customization, Communication and Integration