Chapter 9: Top 10 Learning Questions
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    Chapter 9: Top 10 Learning Questions Chapter 9: Top 10 Learning Questions Presentation Transcript

    • Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta
    • 1. Which of the following statement can be best described a Brand?
      • Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
      • Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
      • Determine which seller that produced the goods or services being offered.
      • Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.
      • All of the above.
      http://www.slideshare.net/rochedeluta
    • http://www.slideshare.net/rochedeluta NAME SYMBOL COMBINATION TERM SIGN DESIGN 1. The American Marketing Association defines brand as
    • 1. The American Marketing Association defines brand as http://www.slideshare.net/rochedeluta NAME SYMBOL COMBINATION TERM SIGN DESIGN
      • intended to identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those competitors
      • Identify the leading market of one seller or group of sellers and to differentiate them from those of competitors.
      • Display just the name, sign or symbol of a goods or services of one seller or group of sellers and to differentiate them from those of competitors.
      • Determine which seller produced the goods or services being offered.
      • Identify the goods or services of one seller or group of sellers and to differentiate their dimensions from those of competitors.
      • All of the above.
      http://www.slideshare.net/rochedeluta 1. Which of the following statement can be best described a Brand?
    • 2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?
      • Energy, Relevance and Knowledge
      • Energy, Relevance and Esteem
      • Differentiation, Energy and Esteem
      • Differentiation, Energy and Relevance
      • Differentiation, Esteem and Knowledge
      http://www.slideshare.net/rochedeluta
    • 2. Brand Asset Valuator determines the five key pillars of brand equity as http://www.slideshare.net/rochedeluta Energy Differentiation Relevance Esteem Knowledge Energized Brand Strength Brand Stature
    • 2. Brand Asset Valuator determines the five key pillars of brand equity http://www.slideshare.net/rochedeluta Energy Differentiation Relevance Esteem Knowledge Energized Brand Strength Brand Stature Measures the degree to which a brand is seen as different from others Measures the brand’s sense of momentum Measures the breadth of a brand’s appeal Measures how well the brand is regarded and respected Measures How familiar and intimate consumers are with the brand
      • Energy, Relevance and Knowledge
      • Energy, Relevance and Esteem
      • Differentiation, Energy and Esteem
      • Differentiation, Energy and Relevance
      • Differentiation, Esteem and Knowledge
      http://www.slideshare.net/rochedeluta 2. Which among the following are the correct combination of three pillars of brand equity that determine energized brand strength?
    • 3. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty. http://www.slideshare.net/rochedeluta
      • Resonance
      • Performance
      • Imagery
      • Feelings
      • Judgment
    • 3. Brand Resonance Pyramid http://www.slideshare.net/rochedeluta SALIENCE PERFORMANCE IMAGERY FEELINGS JUDGMENTS RESONANCE
    • 3. Brand Resonance Pyramid http://www.slideshare.net/rochedeluta SALIENCE PERFORMANCE IMAGERY FEELINGS JUDGMENTS 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; it is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty
    • 3. Brand Resonance Pyramid http://www.slideshare.net/rochedeluta SALIENCE PERFORMANCE IMAGERY FEELINGS JUDGMENTS RESONANCE Focus on customer’s own personal opinions and evaluations Focus on customer’s own personal opinions and evaluations Is how well the product or service meets customer’s functional needs Describes the extrinsic properties of the product or service Is how often and how easily customers think of the brand under various purchase or consumption
    • 3. In a brand resonance pyramid, ___________ is the intensity or depth of the psychological bond customers have with the brand, as well as the level of activity engendered by this loyalty. http://www.slideshare.net/rochedeluta
      • Resonance
      • Performance
      • Imagery
      • Feelings
      • Judgment
    • http://www.slideshare.net/rochedeluta 4. Holistic marketers emphasize three important new theme in designing brand-building marketing programs. Which one does not include?
      • Integration
      • Internalization
      • Impersonation
      • Personalization
      • None of the above
    • 4. Designing Holistic Marketing Activities http://www.slideshare.net/rochedeluta Personalization Integration Internalization Personalizing marketing is about making sure the brand and its marketing are relevant as possible to as many customers as possible Integration marketing is about mixing and matching marketing activities to maximize their individual and collective effects Internal branding is activities and processes that help to inform and inspire employees.
    • http://www.slideshare.net/rochedeluta 4. Holistic marketers emphasize three important new theme in designing brand-building marketing programs. Which one does not include?
      • Integration
      • Internalization
      • Impersonation
      • Personalization
      • None of the above
    • http://www.slideshare.net/rochedeluta 5. _________ is the set of all brand lines that a particular seller makes available to buyers.
      • Brand line
      • Brand mix
      • Brand equity
      • Brand extension
      • None of the above
    • http://www.slideshare.net/rochedeluta 5. Devising a Branding Strategy BRAND LINE BRAND MIX BRAND EQUITY BRAND EXTENSION Consists of all products Is set of all brand lines that a particular seller makes available to buyers Is the value added endowed on products and services When a firm uses an established brand to Introduce a new product
    • http://www.slideshare.net/rochedeluta 5. _________ is the set of all brand lines that a particular seller makes available to buyers.
      • Brand line
      • Brand mix
      • Brand equity
      • Brand extension
      • None of the above
    • http://www.slideshare.net/rochedeluta 6. Brand ___________, estimates the total financial value of the brand.
      • Valuation
      • Equity
      • Revitalization
      • Segmentation
      • Reinforcement
    • http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method
    • http://www.slideshare.net/rochedeluta 6. Interbrand Brand Valuation Method Brand valuation – estimates the total financial value of the brand
    • http://www.slideshare.net/rochedeluta 6. Term used that distinguish with each other Brand Valuation – estimates the total financial value of the brand. Brand Equity – is reinforced by marketing actions that consistently convey the meaning of the brand. Brand Revitalization – understands what the sources of brand equity were to begin. Brand Segmentation – the brand is sold into mutually exclusive segments of customers that help to determine the variances in the brand’s economic value. Brand Reinforcement – requires innovation and relevance throughout the marketing program.
    • http://www.slideshare.net/rochedeluta 6. Brand ___________, estimates the total financial value of the brand.
      • Valuation
      • Equity
      • Revitalization
      • Segmentation
      • Reinforcement
    • http://www.slideshare.net/rochedeluta 7. In branding decisions, what strategy does development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition?
      • Blanket family names
      • Individual names
      • Separate family names for all products
      • Corporate name combined with individual product names
      • None of the above.
    • http://www.slideshare.net/rochedeluta 7. The Four General Strategies of Branding Decisions: Individual Names – the company does not lie its reputation to the product. Blanket Family Names – development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition. Separate family names for all products – e.g. Swift and Company developed separate family naes for its hams (Premium) and fertilizers (Vigoro). Corporate name combined with individual product names – e.g. Kellogg for Kellogg’s Rice Krispies; Sony; and Hewlett-packard
    • http://www.slideshare.net/rochedeluta 7. The Four General Strategies of Branding Decisions: Individual Name Blanket Family Name Corporate Name Separate Family Name
    • http://www.slideshare.net/rochedeluta 7. In branding decisions, what strategy does development costs are lower because there’s no need to run “name” research or spend heavily on advertising to create recognition?
      • Blanket family names
      • Individual names
      • Separate family names for all products
      • Corporate name combined with individual product names
      • None of the above.
    • http://www.slideshare.net/rochedeluta 8. How many brand equity drivers do marketers follow when building brand equity?
      • Four
      • Five
      • Three
      • Two
      • None of the above.
    • http://www.slideshare.net/rochedeluta 8. From a marketing management perspective, there are three main sets of brand equity drivers:
      • The initial choices for the brand element or identities making up the brand (brand names, URLs, logos, symbols, characters, spokepeople, slogans, jingles, packages, and signage)
      • The product and service and all accompanying marketing activities and supporting marketing programs.
      • Other associations indirectly transferred to the brand by linking it to some other entity ( a person, place, or thing)
    • http://www.slideshare.net/rochedeluta 8. How many brand equity drivers do marketers follow when building brand equity?
      • Four
      • Five
      • Three
      • Two
      • None of the above.
    • http://www.slideshare.net/rochedeluta 9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
      • Program Multiplier
      • Market Multiplier
      • Customer Multiplier
      • Shareholder Multiplier
      • None of the above.
    • http://www.slideshare.net/rochedeluta 9. The Brand Value Chain VALUE STAGES MULTIPLIERS Marketing Program Investment Brand Performance Customer Mind-Set Shareholder Value Program Multiplier Customer Multiplier Market Multiplier
      • Product
      • Communications
      • Trade
      • Employee
      • Other
      • Awareness
      • Associations
      • Attitudes
      • Attachment
      • Activity
      • Price premiums
      • Price eleasticities
      • Market share
      • Expansion success
      • Cost structure
      • Profitability
      • Stock price
      • P/E ratio
      • Market capitalization
      • Clarity
      • Relevance
      • Distinctiveness
      • Consistency
      • Competitiveness reactions
      • Channel support
      • Customer size & profile
      • Market dynamics
      • Growth potential
      • Risk profile
      • Brand contribution
    • http://www.slideshare.net/rochedeluta Program Multiplier – determines the marketing program ability to affect the customer mind-set and is a function of the quality of the program investment. Customer Multiplier – determines the extent to which value created in the minds of customers affects market performance. Market Multiplier – determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value. 9. The Brand Value Chain
    • http://www.slideshare.net/rochedeluta 9. _______ determines the extent to which the value shown by the market performance of a brand is manifested in shareholder value.
      • Program Multiplier
      • Market Multiplier
      • Customer Multiplier
      • Shareholder Multiplier
      • None of the above.
    • http://www.slideshare.net/rochedeluta 10 . The following are marketing advantages of strong brands except for one.
      • Improved perceptions of product performance
      • Greater loyalty
      • Less vulnerability to competitive marketing actions
      • Less elastic consumer response to price decreases
      • None of the above.
    • http://www.slideshare.net/rochedeluta 10 . Table for Marketing Advantages of Strong Brands Improved perceptions 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 Greater trade cooperation and support Increased marketing communications effectiveness Possible licensing opportunities
    • http://www.slideshare.net/rochedeluta 10 . The following are marketing advantages of strong brands except for one.
      • Improved perceptions of product performance
      • Greater loyalty
      • Less vulnerability to competitive marketing actions
      • Less elastic consumer response to price decreases
      • None of the above.
    • Top 10 Learning Questions for Chapter 9 Creating Brand Equity Roche Deluta December 15, 2011 V56 Marketing Class of Prof. Remigio Joseph De Ungria Chapter 9 Marketing Management, Kotler 14 th ed http://www.slideshare.net/rochedeluta