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

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