Ch9 Creating Brand Equity Top 10 Learning Questions
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Ch9 Creating Brand Equity Top 10 Learning Questions

  • 2,592 views
Uploaded on

Chapter 9 Creating Brand Equity...

Chapter 9 Creating Brand Equity
Top 10 Learning Questions

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,592
On Slideshare
2,512
From Embeds
80
Number of Embeds
8

Actions

Shares
Downloads
54
Comments
0
Likes
1

Embeds 80

http://taeyangxinyi.blogspot.com 58
http://taeyangxinyi.blogspot.ch 10
http://taeyangxinyi.blogspot.in 6
url_unknown 2
http://www.taeyangxinyi.blogspot.com 1
http://taeyangxinyi.blogspot.sg 1
http://taeyangxinyi.blogspot.fr 1
http://taeyangxinyi.blogspot.ro 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com
  • 2. 1. Which of the following is NOT a component of Brand Equity?
    • Relevance
    • Energy
    • Esteem
    • Individuality
    • Knowledge
    http://taeyangxinyi.blogspot.com 2
  • 3. Brand Asset Valuators Components of Brand Equity 3 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. BRAND EQUITY Differentiation Energy Relevance Esteem Knowledge CALCI-N
  • 4. Individuality is not a component of brand equity, rather it is… 4 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th 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 ingredient versus Moo who doesn’t have said ingredient
  • 5. 1. Which of the following is NOT a component of Brand Equity?
    • Relevance
    • Energy
    • Esteem
    • Individuality
    • Knowledge
    http://taeyangxinyi.blogspot.com
  • 6. 2. ______ is what the brand stands for and what it promises to consumers.
    • Brand Essence
    • Brand Identity
    • Brand Personality
    • Brand Image
    • Brand Characteristic
    http://taeyangxinyi.blogspot.com
  • 7. Aaker Model Start 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
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • 8. Brand Identity represents an aspirational brand image
    • Brand Identity
    • - what the brand stands for (and)
    • - what the brands promises to customers
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th 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
  • 9. 2. ______ is what the brand stands for and what it promises to consumers.
    • Brand Essence
    • Brand Identity
    • Brand Personality
    • Brand Image
    • Brand Characteristic
    http://taeyangxinyi.blogspot.com
  • 10. 3. In the concept of Brand Equity Drivers, the image below is a sample of:
    • Brand Name
    • Brand Logo
    • Brand Symbol
    • Brand Element
    • Brand Character
    http://taeyangxinyi.blogspot.com
  • 11. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com
  • 12. The other choices are just part of one of the brand equity drivers BRAND ELEMENTS From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com The other choices are examples of Brand Elements: Brand Names, URLs, Logos, Symbols, Characters, Slogans
  • 13. 3. In the concept of Brand Equity Drivers, the image below is a sample of:
    • Brand Name
    • Brand Logo
    • Brand Symbol
    • Brand Element
    • Brand Character
    http://taeyangxinyi.blogspot.com
  • 14. 4. A brand is able to have the strongest relationship with a customer once:
    • It has an advantage over its competitors
    • It delivers and performs as expected, or more
    • It is able to bond with the customer
    • It has relevance on the customer’s life
    • It is known by the customer
    http://taeyangxinyi.blogspot.com
  • 15. Brand Dynamics Customer-brand relationship http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Presence Relevance Performance Advantage Bonding Loyalty increases as you go up!
  • 16. 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, 13 th 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://taeyangxinyi.blogspot.com
  • 17. 4. A brand is able to have the strongest relationship with a customer once:
    • It has an advantage over its competitors
    • It delivers and performs as expected, or more
    • It is able to bond with the customer
    • It has relevance on the customer’s life
    • It is known by the customer
    http://taeyangxinyi.blogspot.com
  • 18. 5. In Brand Element Choice Criteria, the brand MR. CLEAN is an example of the criteria:
    • Memorable
    • Meaningful
    • Likeable
    • Recognizable
    • Credible
    http://taeyangxinyi.blogspot.com
  • 19. Brand Element Choice Criteria Guidelines 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, 13 th ed.
  • 20. The Likable criteria is a brand element being appealing to the customer
    • Likable
      • appealing (visually, verbally, etc.)
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th 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
  • 21. 5. In Brand Element Choice Criteria, the brand MR. CLEAN is an example of the criteria:
    • Memorable
    • Meaningful
    • Likeable
    • Recognizable
    • Credible
    http://taeyangxinyi.blogspot.com
  • 22. 6. The APPLE logo is a sample of what Brand Element Choice Criteria?
    • Transferable
    • Adaptable
    • Protectible
    • Updatable
    • Recognizable
    http://taeyangxinyi.blogspot.com
  • 23. Brand Element Choice Criteria Guidelines in choosing your brand element
    • Transferable
      • Can introduce several products (same/different category)
    • Adaptable
      • Adaptability and updatability
    • Protectible
      • Legally and competitively (trademark rights, individuality)
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • 24. The transferable criteria is a brand element being able to be used on several product lines
    • Transferable
      • Can introduce several products (same/different category)
    http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. The single Apple logo is able to introduce several product lines: iPhone, iPod, Mac, iPad
  • 25. 6. The APPLE logo is a sample of what Brand Element Choice Criteria?
    • Transferable
    • Adaptable
    • Protectible
    • Updatable
    • Recognizable
    http://taeyangxinyi.blogspot.com
  • 26. 7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?
    • Characters
    • Marketing Activities
    • Endorsements
    • Relevance
    • Print Advertisement
    http://taeyangxinyi.blogspot.com
  • 27. Drivers of Brand Equity Create the right brand knowledge BRAND ELEMENTS MARKETING ACTIVITIES MEANING TRASFERENCE From Philip Kotler’s, Marketing Management, 13 th ed. = http://taeyangxinyi.blogspot.com
  • 28. Marketing Activities is the only brand equity driver in the list of choices MARKETING ACTIVITIES From Philip Kotler’s, Marketing Management, 13 th ed. http://taeyangxinyi.blogspot.com The Print AD and TV Commercials of the endorsers are MARKETING ACTIVITIES. The other choices are not Drivers of Brand Equity.
  • 29. 7. Derek Ramsey and Angel Locsin’s advertisement for Century Tuna is a sample of what Brand Equity Driver?
    • Characters
    • Marketing Activities
    • Endorsements
    • Relevance
    • Print Advertisement
    http://taeyangxinyi.blogspot.com
  • 30. 8. Which of the following is not true?
    • Memorable and meaningful are two of the six brand element choice criteria.
    • Logos and symbols are two of the six brand elements.
    • Alliances and third-party endorsements are secondary sources of brand knowledge.
    • Feelings and information are two types of brand knowledge
    • Presence and bonding are two levels of brand dynamics.
    http://taeyangxinyi.blogspot.com
  • 31. Brand Knowledge How do they know you? http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. KNOWLEDGE Thoughts Feelings Images Experiences Beliefs
  • 32. Information is not part of brand knowledge KNOWLEDGE Thoughts Feelings Images Experiences Beliefs http://taeyangxinyi.blogspot.com
  • 33. 8. Which of the following is not true?
    • Memorable and meaningful are two of the six brand element choice criteria.
    • Logos and symbols are two of the six brand elements.
    • Alliances and third-party endorsements are secondary sources of brand knowledge.
    • Feelings and information are two types of brand knowledge
    • Presence and bonding are two levels of brand dynamics.
    http://taeyangxinyi.blogspot.com
  • 34. 9. With a brand name like BOUNTY FRESH for chicken, the brand name as an element is ___ and ___.
    • Credible and suggestive
    • Adaptable and updatable
    • Legally and competitively predictable
    • Easily recalled and recognized
    • Introducible and transferable
    http://taeyangxinyi.blogspot.com
  • 35. Brand Element Choice Criteria Guidelines 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, 13 th ed.
  • 36. Brand Element Choice Criteria Guidelines in choosing your brand element
    • Transferable
      • Can introduce several products (same/different category)
    • Adaptable
      • Adaptability and updatability
    • Protectible
      • Legally and competitively (trademark rights, individuality)
    36 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed.
  • 37. The brand name is meaningful, as it suggests prized freshness
    • Meaningful
      • credible and suggestive of corresponding category
    37 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. Bounty = reward, prize ~ Bountiful = plentiful, abundant Fresh/freshness is important when it comes to food, especially something that is raw.
  • 38. 9. With a brand name like BOUNTY FRESH for chicken, the brand name as an element is ___ and ___.
    • Credible and suggestive
    • Adaptable and updatable
    • Legally and competitively predictable
    • Easily recalled and recognized
    • Introducible and transferable
    http://taeyangxinyi.blogspot.com 38
  • 39. 10. Which of the following is not a role on a brand portfolio?
    • Cash Cows
    • Flankers
    • Low-End Entry Level
    • Niche Marketer
    • High-End Prestige
    http://taeyangxinyi.blogspot.com 39
  • 40. Brand Roles on a Brand Portfolio What brand type is the product? 40 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS CASH COWS LOW-END ENTRY LEVEL HIGH-END PRESTIGE
  • 41. Niche is a type of market segmentation, not a role on a brand portfolio 41 http://taeyangxinyi.blogspot.com From Philip Kotler’s, Marketing Management, 13 th ed. FLANKERS Fighter brands that are positioned w/ respect to competitors’ brands so that more important (profitable) brands are able to retain their desired position CASH COWS Brands that are able to hold on to enough customers & maintain profitability w/ virtually no marketing support LOW-END ENTRY LEVEL Relatively 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 PRESTIGE Brands that add prestige and credibility to the entire portfolio
  • 42. 10. Which of the following is not a role on a brand portfolio?
    • Cash Cows
    • Flankers
    • Low-End Entry Level
    • Niche Marketer
    • High-End Prestige
    http://taeyangxinyi.blogspot.com 42
  • 43. TOP 10 Learning Questions for Ch 9: Creating Brand Equity Soleil Gan April 2011 http://taeyangxinyi.blogspot.com