Top Ten Learning Questions For<br />Chapter 9 Creating Brand Equity<br />Ryan Vincent L. Uy<br />September 2, 2010<br />ry...
1. What is not a role of brand?<br />A. Identify the maker<br />B. Complex product handling<br />C. Organize accounting<br...
Concept<br />The role of the brands are: <br /><ul><li>It identifies the maker. must be simplify product handling
It simplifies product handling
It organizes accounting
It offers legal protection</li></li></ul><li>1. What is not a role of a brand?<br />A. Identify the maker<br />B. Complex ...
2. One of the role brands is to create barriers to entry, therefore it creates? <br />A. Absolute Advantage<br />B. Zero s...
Concept<br />There are 5 roles of brands, one is to signify quality, create barriers to entry, serve as competitive advant...
2. One of the role brands is to create barriers to entry, therefore it creates? <br />A. Absolute Advantage<br />B. Zero s...
3. What is the added value endowed on products and services?<br />A. Brand Marketing<br />B. Brand Equity<br />C. Branding...
Concept<br />Brand Equity is the added value endowed on product and services. It may be reflected in the way consumers thi...
3. What is the added value endowed on products and services?<br />A. Brand Marketing<br />B. Brand Equity<br />C. Branding...
4. Which of the following statement is false?<br />A. Strong brands are considered as elastic<br />B. Brand can create abs...
Concept<br />Strong Brands:<br />Improve perception of products<br />Greater loyalty<br />Less vulnerability to competitiv...
4. Which of the following statement is false?<br />A. Strong brands are considered as elastic<br />B. Brand can create abs...
5. What are the key components of Brand Asset Valuator?<br />A. Differentiation, Relevance, Prestige, Intelligence, Power<...
Concept<br />Developed by Young and Rubicam<br />Provides comparative measures on the brand equity.<br />Differentiation, ...
5. What are the key components of Brand Asset Valuator?<br />A. Differentiation, Relevance, Prestige, Intelligence, Power<...
6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?<br />A. Performance<br />B. Adv...
Concept<br />Bonding, bonded consumers are the highest because they have already a strong relationship with the brand and ...
6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?<br />A. Performance<br />B. Adv...
7. What model has brand identity, core identity elements, extended identity elements and brand essence?<br />A. Aaker Mode...
Concept<br />The Aaker model developed by David Aaker, he views brand equity as awareness, loyalty and association combine...
7. What model has brand identity, core identity elements, extended identity elements and brand essence?<br />A. Aacker Mod...
8. How do you measure brand equity?<br />A. Brand Audits, Brand Tracking and Brand Valuation<br />B. Brand Worth, Brand Ev...
Concept<br />To measure brand equity there are three measurement: brand audit, brand tracking and brand valuation.<br />Br...
8. How do you measure brand equity?<br />A. Brand Audits, Brand Tracking and Brand Valuation<br />B. Brand Worth, Brand Ev...
9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?<br...
Concept<br />Cash cow are brands that can be kept despite of dwindling sales, because they still can manage to hold on to ...
9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?<br...
10. Designing Holistic Marketing Activities involves?<br />A. Customization, Integration and SWOT<br />B. Personalization,...
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Top 10 Questions Chapter 9

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Chapter 9: Creating Brand Equity

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Top 10 Questions Chapter 9

  1. 1. Top Ten Learning Questions For<br />Chapter 9 Creating Brand Equity<br />Ryan Vincent L. Uy<br />September 2, 2010<br />ryanvincentuy@blogspot.com<br />
  2. 2. 1. What is not a role of brand?<br />A. Identify the maker<br />B. Complex product handling<br />C. Organize accounting<br />D. Offer legal protection<br />E. None of the above <br />
  3. 3. Concept<br />The role of the brands are: <br /><ul><li>It identifies the maker. must be simplify product handling
  4. 4. It simplifies product handling
  5. 5. It organizes accounting
  6. 6. It offers legal protection</li></li></ul><li>1. What is not a role of a brand?<br />A. Identify the maker<br />B. Complex product handling<br />C. Organize accounting<br />D. Offer legal protection<br />E. None of the above <br />
  7. 7. 2. One of the role brands is to create barriers to entry, therefore it creates? <br />A. Absolute Advantage<br />B. Zero sum game<br />C. Pareto Optimum<br />D. Competitive Advantage<br />E. Prisoner’s Dilemma<br />
  8. 8. Concept<br />There are 5 roles of brands, one is to signify quality, create barriers to entry, serve as competitive advantage and secure price premium<br />In creating barriers to entry, it can create a competitive advantage for the product. <br />
  9. 9. 2. One of the role brands is to create barriers to entry, therefore it creates? <br />A. Absolute Advantage<br />B. Zero sum game<br />C. Pareto Optimum<br />D. Competitive Advantage<br />E. Prisoner’s Dilemma<br />
  10. 10. 3. What is the added value endowed on products and services?<br />A. Brand Marketing<br />B. Brand Equity<br />C. Branding<br />D. Brand Management<br />
  11. 11. Concept<br />Brand 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<br />
  12. 12. 3. What is the added value endowed on products and services?<br />A. Brand Marketing<br />B. Brand Equity<br />C. Branding<br />D. Brand Management<br />
  13. 13. 4. Which of the following statement is false?<br />A. Strong brands are considered as elastic<br />B. Brand can create absolute advantage<br />C. Brand equity provides for added value and service<br />D. Greater cooperation can be achieved through a strong brand.<br />E. None of the above.<br />
  14. 14. Concept<br />Strong Brands:<br />Improve perception of products<br />Greater loyalty<br />Less vulnerability to competitive marketing actions<br />Less vulnerability to crises<br />Larger Margins<br />More inelastic consumer response<br />Greater trade cooperation<br />Increased marketing communication effectiveness<br />Possible licensing opportunities<br />
  15. 15. 4. Which of the following statement is false?<br />A. Strong brands are considered as elastic<br />B. Brand can create absolute advantage<br />C. Brand equity provides for added value and service<br />D. Greater cooperation can be achieved through a strong brand.<br />E. None of the above.<br />
  16. 16. 5. What are the key components of Brand Asset Valuator?<br />A. Differentiation, Relevance, Prestige, Intelligence, Power<br />B. Mix, Power, Present, Esteem, Knowledge<br />C. Differentiation, Energy, Relevance, Esteem, Knowledge<br />D. Energy, Continuum, Power, Knowledge, Differentiation<br />
  17. 17. Concept<br />Developed by Young and Rubicam<br />Provides comparative measures on the brand equity.<br />Differentiation, Energy, Relevance, Esteem, Knowledge, these are the five pillars of brand equity based on the BAV model.<br />
  18. 18. 5. What are the key components of Brand Asset Valuator?<br />A. Differentiation, Relevance, Prestige, Intelligence, Power<br />B. Mix, Power, Present, Esteem, Knowledge<br />C. Differentiation, Energy, Relevance, Esteem, Knowledge<br />D. Energy, Continuum, Power, Knowledge, Differentiation<br />
  19. 19. 6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?<br />A. Performance<br />B. Advantage<br />C. Relevance<br />D. Presence<br />E. Bonding<br />
  20. 20. Concept<br />Bonding, bonded consumers are the highest because they have already a strong relationship with the brand and spend more for the brand.<br />
  21. 21. 6. Based on the Brand Dynamics Pyramid, what is the highest level of consumer integration?<br />A. Performance<br />B. Advantage<br />C. Relevance<br />D. Presence<br />E. Bonding<br />
  22. 22. 7. What model has brand identity, core identity elements, extended identity elements and brand essence?<br />A. Aaker Model<br />B. Brand Resonance Pyramid Model<br />C. Lewis Model<br />D. Brand Portfolio Model<br />E. Product life Cycle Model<br />
  23. 23. Concept<br />The Aaker model developed by David Aaker, he views brand equity as awareness, loyalty and association combined with values. <br />
  24. 24. 7. What model has brand identity, core identity elements, extended identity elements and brand essence?<br />A. Aacker Model<br />B. Brand Resonance Pyramid Model<br />C. Lewis Model<br />D. Brand Portfolio Model<br />E. Product life Cycle Model<br />
  25. 25. 8. How do you measure brand equity?<br />A. Brand Audits, Brand Tracking and Brand Valuation<br />B. Brand Worth, Brand Evaluation and Brand Listing<br />C. Brand Assessment, Brand Trailing and Brand Valuation<br />D. Brand Differentiation, Brand Tracking and Brand Loyalty<br />E. None of the Above<br />
  26. 26. Concept<br />To measure brand equity there are three measurement: brand audit, brand tracking and brand valuation.<br />Brand audit is used to assess the health of the brand.<br />Brand tracking collects quantitative data.<br />Brand valuation is estimating the total financial value of the brand.<br />
  27. 27. 8. How do you measure brand equity?<br />A. Brand Audits, Brand Tracking and Brand Valuation<br />B. Brand Worth, Brand Evaluation and Brand Listing<br />C. Brand Assessment, Brand Trailing and Brand Valuation<br />D. Brand Differentiation, Brand Tracking and Brand Loyalty<br />E. None of the Above<br />
  28. 28. 9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?<br />A. Low End Entry Level<br />B. Cash Cow<br />C. Flankers<br />D. High-end Prestige<br />E. None of the above<br />
  29. 29. Concept<br />Cash 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. <br />
  30. 30. 9. There are different roles in a brand portfolio and what is a type of brand that can be kept despite dwindling sales?<br />A. Low End Entry Level<br />B. Cash Cow<br />C. Flankers<br />D. High-end Prestige<br />E. None of the above<br />
  31. 31. 10. Designing Holistic Marketing Activities involves?<br />A. Customization, Integration and SWOT<br />B. Personalization, Communication and Internalization<br />C. Internalization, Personalization and Integration<br />D. Customization, Communication and Integration<br />
  32. 32. Concept<br />Holistic marketers emphasize on three important theme: personalization, integration and internalization<br />Personalization is about making sure the brand and its marketing are relevant as possible to as many customers<br />Integration is about mixing and matching marketing activities to maximize their individual and collective effects<br />Internalization is activities and process that help to inspire and inform employees <br />
  33. 33. 10. Designing Holistic Marketing Activities involves?<br />A. Customization, Integration and SWOT<br />B. Personalization, Communication and Internalization<br />C. Internalization, Personalization and Integration<br />D. Customization, Communication and Integration<br />

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