Kotler TOP 10 Learning Questions for Ch 9  Brand Equity
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Kotler TOP 10 Learning Questions for Ch 9 Brand Equity

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Kotler TOP 10 Learning Questions for Ch 9  Brand Equity Kotler TOP 10 Learning Questions for Ch 9 Brand Equity Presentation Transcript

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