Your SlideShare is downloading. ×
0
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Kotler TOP 10 Learning Questions for Ch 9 Brand Equity

2,087

Published on

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,087
On Slideshare
0
From Embeds
0
Number of Embeds
17
Actions
Shares
0
Downloads
55
Comments
0
Likes
1
Embeds 0
No embeds

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<br />Ch 9 – Creating Brand Equity<br />Maureen Lee<br />September 2011<br />Prepared for the V55 Marketing Management Class of <br /> Prof. Remigio Joseph De Ungria<br />1st Term SY 2011-12<br />http://maureentlee.blogspot.com/<br />
  • 2. 1. Which among the following statements is not true about brand loyalty?<br />Provides predictability and security of demand.<br />Creates barriers to entry making it difficult for other firms to enter the market.<br />Translates into customer willingness to pay a standard price.<br />Competitors cannot easily match lasting impressions.<br />All statements are true.<br />http://maureentlee.blogspot.com/<br />2<br />
  • 3. http://maureentlee.blogspot.com/<br /> Brand Loyalty<br />Provides predictability and security of demand<br />Creates barriers to entry making it difficult for other firms to enter the market.<br />Translates into customer willingness to pay a higher price – often 20-25% more to competing brands.<br />Competitors cannot easily match lasting impressions.<br />4<br />
  • 4. 1. Which among the following statements is not true about brand loyalty?<br />Provides predictability and security of demand.<br />Creates barriers to entry making it difficult for other firms to enter the market.<br />Translates into customer willingness to pay a standard price.<br />Competitors cannot easily match lasting impressions.<br />All statements are true.<br />http://maureentlee.blogspot.com/<br />4<br />
  • 5. 2. The following statements are advantages of strong brands, except:<br />Less vulnerability to competitive marketing actions<br />More vulnerability to competitive marketing crises<br />Elastic consumer response to price increases<br />Possible licensing opportunities<br />All statements are true.<br />http://maureentlee.blogspot.com/<br />5<br />
  • 6. http://maureentlee.blogspot.com/<br />Marketing Advantages of Strong Brands<br />Improved perception of product performance<br />Greater loyalty<br />Less vulnerability to competitive marketing actions<br />Less vulnerability to marketing crises<br />Larger margins<br />More inelastic consumer response to price increases<br />More elastic consumer response to price decreases<br />
  • 7. http://maureentlee.blogspot.com/<br />Marketing Advantages of Strong Brands<br />Greater trade cooperation and support<br />Increased marketing communication effectiveness<br />Possible licensing opportunities<br />Additional brand extension opportunities<br />
  • 8. 2. The following statements are advantages of strong brands, except:<br />Less vulnerability to competitive marketing actions<br />More vulnerability to competitive marketing crises<br />Elastic consumer response to price increases<br />Possible licensing opportunities<br />All statements are true.<br />http://maureentlee.blogspot.com/<br />8<br />
  • 9. 3. Which among the brand asset valuators would determine the “Energized Brand Strength”?<br />Differentiation, Energy, Knowledge<br />Energy, Relevance, Esteem<br />Differentiation, Energy, Esteem<br />Energy, Esteem, Knowledge<br />Differentiation, Energy, Relevance<br />http://maureentlee.blogspot.com/<br />9<br />
  • 10. 5 Components of Brand Asset Valuators<br />10<br />Differentiation<br />“Unique”<br />Esteem<br />“Respect”<br />Energized Brand Strength<br />Energy<br />“Momentum”<br />Knowledge<br />“Familiarity”<br />Brand Stature<br />Report card on past performance<br />Relevance<br />“Appeal”<br />http://maureentlee.blogspot.com/<br />
  • 11. 3. Which among the brand asset valuators would determine the “Energized Brand Strength”?<br />Differentiation, Energy, Knowledge<br />Energy, Relevance, Esteem<br />Differentiation, Energy, Esteem<br />Energy, Esteem, Knowledge<br />Differentiation, Energy, Relevance<br />http://maureentlee.blogspot.com/<br />11<br />
  • 12. 4. Which among the following is the foundation or the bottom part of the Brand Resonance Pyramid?<br />How well the product or services meets customer’s functional needs<br />Focus on customers’ own personal opinions and evaluations<br />Customers’ emotional responses and reactions with respect to the brand<br />How often and easily customers think of the brand under various purchase or consumption situation<br />The nature of the relationship the customers have with the brand and the extent to which they feel “in sync” with it.<br />http://maureentlee.blogspot.com/<br />12<br />
  • 13. Brand Resonance Model<br />13<br />Branding Objective<br />Intense, active loyalty<br />Positive, accessible reactions<br />Points of parity &amp; difference<br />Deep, broad brand awareness<br />Image taken from - http://www.value-chain.org/brand-equity-pyramid/<br />http://maureentlee.blogspot.com/<br />
  • 14. http://maureentlee.blogspot.com/<br />Brand Resonance Model<br />Brand Salience – how often and how easily customers think of the brand under various purchase or consumption situation<br />Brand Performance – how well the product or service meets customers’ functional needs<br />Brand Imagery – describes the extrinsic properties of the product or service, including ways in which the brand attempts to meet customers’ psychological or social needs<br />
  • 15. http://maureentlee.blogspot.com/<br />Brand Resonance Model<br />Brand Judgments – focus on customers’own personal opinions and evaluations<br />Brand Feelings – customers’ own personal opinions and evaluations<br />Brand Resonance – refers to the nature of the relationship customers have with the brand and the extent to which they feel they’re “in sync” with it.<br />
  • 16. 4. Which among the following is the foundation or the bottom part of the Brand Resonance Pyramid?<br />How well the product or services meets customer’s functional needs<br />Focus on customers’ own personal opinions and evaluations<br />Customers’ emotional responses and reactions with respect to the brand<br />How often and easily customers think of the brand under various purchase or consumption situation (Salience)<br />The nature of the relationship the customers have with the brand and the extent to which they feel “in sync” with it.<br />http://maureentlee.blogspot.com/<br />16<br />
  • 17. 5. Which among the brand element choice criteria deal with how to leverage and preserve the equity in a brand element?<br />Memorable, Transferable and Adaptable<br />Transferable, Adaptable and Protectible<br />Memorable, Meaningful and Likable<br />Transferable, Protectible and Likable<br />Memorable, Adaptable and Protectible<br />http://maureentlee.blogspot.com/<br />17<br />
  • 18. Brand Element Choice Criteria<br />18<br />memorable<br />transferable<br />meaningful<br />adaptable<br />protectible<br />likable<br />“Brand Building”<br />“Defensive - Leverage”<br />http://maureentlee.blogspot.com/<br />
  • 19. http://maureentlee.blogspot.com/<br />Brand Element Choice Criteria“Brand Building”<br />Memorable – how easily is the brand element recalled and recognized<br />Meaningful – credible and suggestive of the corresponding category<br />Likable – aesthetically appealing and likable visually or verbally<br />
  • 20. Transferable – brand element can be used to introduce new products in the same or different category<br />Adaptable – adaptable and updatable<br />Protectible – legally and competitively protectible<br />http://maureentlee.blogspot.com/<br />Brand Element Choice Criteria“Defensive” - Leverage<br />
  • 21. 5. Which among the brand element choice criteria deal with how to leverage and preserve the equity in a brand element?<br />Memorable, Transferable and Adaptable<br />Transferable, Adaptable and Protectible<br />Memorable, Meaningful and Likable<br />Transferable, Protectible and Likable<br />Memorable, Adaptable and Protectible<br />http://maureentlee.blogspot.com/<br />21<br />
  • 22. 6. On intellectual property rights, which of the following pair of words would not apply?<br />Brand Names – Registered Trademarks<br />Processes – Patents<br />Packaging – Copyrights<br />Packaging - Proprietary Designs<br />None of the above, all are applicable to intellectual property rights<br />http://maureentlee.blogspot.com/<br />22<br />
  • 23. Brand name can be protected through registered trademarks<br />Manufacturing processes can be protected through patents<br />Packaging can be protected through copyrights and proprietary Designs<br />http://maureentlee.blogspot.com/<br />Intellectual Property Rights<br />
  • 24. 6. On intellectual property rights, which of the following pair of words would not apply?<br />Brand Names – Registered Trademarks<br />Processes – Patents<br />Packaging – Copyrights<br />Packaging - Proprietary Designs<br />None of the above, all are applicable to intellectual property rights<br />http://maureentlee.blogspot.com/<br />24<br />
  • 25. 7. Which among the following sequence would depict the BrandDynamics pyramid from bottom to top?<br />Presence, Performance, Relevance, Advantage, Bonding<br />Presence, Relevance, Advantage, Performance, Bonding<br />Presence, Advantage, Relevance, Performance, Bonding<br />Presence, Relevance, Performance, Advantage, Bonding<br />Presence, Performance, Advantage, Relevance, Bonding<br />http://maureentlee.blogspot.com/<br />25<br />
  • 26. BrandDynamicsTMPyramid<br />BONDING<br />Nothing else beats it<br />ADVANTAGE<br />offers something better<br />PERFORMANCE<br />Can it deliver?<br />RELEVANCE<br />Offers something – need / want<br />PRESENCE<br />Do we know about it?<br />http://maureentlee.blogspot.com/<br />
  • 27. 7. Which among the following sequence would depict the brand dynamics pyramid from bottom to top?<br />Presence, Performance, Relevance, Advantage, Bonding<br />Presence, Relevance, Advantage, Performance, Bonding<br />Presence, Advantage, Relevance, Performance, Bonding<br />Presence, Relevance, Performance, Advantage, Bonding<br />Presence, Performance, Advantage, Relevance, Bonding<br />http://maureentlee.blogspot.com/<br />27<br />
  • 28. 8. Hershey Kisses chocolate, Adobe Acrobat software, Toyota Camry automobiles are called:<br />Brand Mix<br />Brand Variants<br />Brand Dilution<br />Brand Extension<br />Brand Association<br />http://maureentlee.blogspot.com/<br />28<br />
  • 29. http://maureentlee.blogspot.com/<br />Definition<br />Brand Mix – set of all brand lines that a particular seller makes available to the buyer<br />Brand Variants – specific brand lines supplied to specific retailers or distribution channels <br />Brand Dilution – consumers no longer associate brand with a specific product or highly similar products and start thinking less of the brand<br />
  • 30. http://maureentlee.blogspot.com/<br />Definition<br />Brand Extension – when a firm uses an established brand to introduce new product<br />Brand Association – secondary ideas linking the brand to sources like company itself, countries or other geographical regions, to channels of distribution, to other brands, characters, spokespeople, sporting or cultural events, or some third party sources.<br />
  • 31. 8. Hershey Kisses chocolate, Adobe Acrobat software, Toyota Camry automobiles are called:<br />Brand Mix<br />Brand Variants<br />Brand Dilution<br />Brand Extension<br />Brand Association<br />http://maureentlee.blogspot.com/<br />31<br />
  • 32. 9. The common roles of brands as part of a portfolio includes the following, except:<br />Flankers<br />Cash Cows<br />Low-end Entry Level<br />Mid-class Standard<br />High-end Prestige<br />http://maureentlee.blogspot.com/<br />32<br />
  • 33. http://maureentlee.blogspot.com/<br />Brand Portfolio<br />Flankers – fighter brands positioned with respect to competitors’ brands so that more important flagship brands can retain their desired position<br />Cash Cows – brands kept around despite dwindling sales because they still manage to hold on to enough customers and maintain their profitability with virtually no marketing support.<br />
  • 34. http://maureentlee.blogspot.com/<br />Brand Portfolio<br />Low-end Entry Level – relatively low-priced brand in the portfolio to attract customers to the brand franchise.<br />High-end Prestige – add prestige and credibility to the entire portfolio.<br />
  • 35. 9. The common roles of brands as part of a portfolio includes the following, except:<br />Flankers<br />Cash Cows<br />Low-end Entry Level<br />Mid-class Standard<br />High-end Prestige<br />http://maureentlee.blogspot.com/<br />35<br />
  • 36. 10. Brand revitalization is necessary in the following situations, except:<br />Changes in consumer tastes and preferences <br />Emergence of new competitors or new technology<br />New development in the marketing environment<br />Negative brand associations linked to competitors<br />Positive associations losing strength or uniqueness<br />http://maureentlee.blogspot.com/<br />36<br />
  • 37. http://maureentlee.blogspot.com/<br />Brand Revitalization<br />Brand revitalization is necessary to keep up with the following market situations:<br />Changes in consumer tastes and preferences<br />Emergence of new competitors or new technology<br />New development in the marketing environment<br />Negative associations linked to brand<br />Positive associations losing strength or uniqueness<br />
  • 38. 10. Brand revitalization is necessary in the following situations, except:<br />Changes in consumer tastes and preferences <br />Emergence of new competitors or new technology<br />New development in the marketing environment<br />Negative brand associations linked to competitors<br />Positive associations losing strength or uniqueness<br />http://maureentlee.blogspot.com/<br />38<br />
  • 39. TOP 10 Learning Questions for<br />Ch 9 – Creating Brand Equity<br />Maureen Lee<br />September 2011<br />Prepared for the V55 Marketing Management Class of <br /> Prof. Remigio Joseph De Ungria<br />1st Term SY 2011-12<br />http://maureentlee.blogspot.com/<br />

×