kotler top 10 learning questions for ch 9 brand equity

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TOP 10 Learning Questions for

Ch 9 – Creating Brand Equity

Maureen LeeSeptember 2011

Prepared for the V55 Marketing Management Class of Prof. Remigio Joseph De Ungria

1st Term SY 2011-12

1. Which among the following statements is not true about brand loyalty?A. Provides predictability and security of

demand.B. Creates barriers to entry making it difficult

for other firms to enter the market.C. Translates into customer willingness to pay

a standard price.D. Competitors cannot easily match lasting

impressions.E. All statements are true.

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.

1. Which among the following statements is not true about brand loyalty?A. Provides predictability and security of

demand.B. Creates barriers to entry making it difficult

for other firms to enter the market.C. Translates into customer willingness to pay

a standard price.D. Competitors cannot easily match lasting

impressions.E. All statements are true.

2. The following statements are advantages of strong brands, except:A. Less vulnerability to competitive

marketing actionsB. More vulnerability to competitive

marketing crisesC. Elastic consumer response to price

increasesD. Possible licensing opportunitiesE. All statements are true.

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 6

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:A. Less vulnerability to competitive

marketing actionsB. More vulnerability to competitive

marketing crisesC. Elastic consumer response to price

increasesD. Possible licensing opportunitiesE. All statements are true.

a.Elastic consumer response to price increases

3. Which among the brand asset valuators would determine the “Energized Brand Strength”?

A. Differentiation, Energy, Knowledge

B. Energy, Relevance, EsteemC. Differentiation, Energy, EsteemD. Energy, Esteem, KnowledgeE. Differentiation, Energy,

Relevance

5 Components of Brand Asset Valuators

Differentiation“Unique”

Energy“Momentum”

Relevance“Appeal”

Esteem“Respect”

Knowledge

“Familiarity”

Energized Brand Strength

Brand StatureReport card on past performance

3. Which among the brand asset valuators would determine the “Energized Brand Strength”?

A. Differentiation, Energy, Knowledge

B. Energy, Relevance, EsteemC. Differentiation, Energy, EsteemD. Energy, Esteem, KnowledgeE. Differentiation, Energy,

Relevance

4. Which among the following is the foundation or the bottom part of the Brand Resonance Pyramid?

A. How well the product or services meets customer’s functional needs

B. Focus on customers’ own personal opinions and evaluations

C. Customers’ emotional responses and reactions with respect to the brand

D. How often and easily customers think of the brand under various purchase or consumption situation

E. The nature of the relationship the customers have with the brand and the extent to which they feel “in sync” with it.

Brand Resonance Model

Image taken from - http://www.value-chain.org/brand-equity-pyramid/

Branding Objective

Deep, broad brand awareness

Points of parity & difference

Positive, accessible reactions

Intense, active loyalty

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

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?

A. How well the product or services meets customer’s functional needs

B. Focus on customers’ own personal opinions and evaluations

C. Customers’ emotional responses and reactions with respect to the brand

D. How often and easily customers think of the brand under various purchase or consumption situation (Salience)

E. The nature of the relationship the customers have with the brand and the extent to which they feel “in sync” with it. 16

5. Which among the brand element choice criteria deal with how to leverage and preserve the equity in a brand element?

A. Memorable, Transferable and AdaptableB. Transferable, Adaptable and ProtectibleC. Memorable, Meaningful and LikableD. Transferable, Protectible and LikableE. Memorable, Adaptable and Protectible

Brand Element Choice Criteria

memorable

meaningful

likable

transferable

adaptable

protectible

“Brand Building” “Defensive - Leverage”

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

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?

A. Memorable, Transferable and AdaptableB. Transferable, Adaptable and ProtectibleC. Memorable, Meaningful and LikableD. Transferable, Protectible and LikableE. Memorable, Adaptable and Protectible

6. On intellectual property rights, which of the following pair of words would not apply?

A. Brand Names – Registered TrademarksB. Processes – PatentsC. Packaging – CopyrightsD. Packaging - Proprietary DesignsE. None of the above, all are applicable

to intellectual property rights

Brand name can be protected through registered trademarks

Manufacturing processes can be protected through patents

Packaging can be protected through copyrights and proprietary Designs

Intellectual Property Rights

6. On intellectual property rights, which of the following pair of words would not apply?

A. Brand Names – Registered TrademarksB. Processes – PatentsC. Packaging – CopyrightsD. Packaging - Proprietary DesignsE. None of the above, all are applicable

to intellectual property rights

7. Which among the following sequence would depict the BrandDynamics pyramid from bottom to top?

A. Presence, Performance, Relevance, Advantage, Bonding

B. Presence, Relevance, Advantage, Performance, Bonding

C. Presence, Advantage, Relevance, Performance, Bonding

D. Presence, Relevance, Performance, Advantage, Bonding

E. Presence, Performance, Advantage, Relevance, Bonding

BrandDynamicsTM Pyramid

PRESENCEDo we know about it?

RELEVANCEOffers something – need / want

PERFORMANCECan it deliver?

ADVANTAGEoffers something better

BONDINGNothing else beats it

7. Which among the following sequence would depict the brand dynamics pyramid from bottom to top?

A. Presence, Performance, Relevance, Advantage, Bonding

B. Presence, Relevance, Advantage, Performance, Bonding

C. Presence, Advantage, Relevance, Performance, Bonding

D. Presence, Relevance, Performance, Advantage, Bonding

E. Presence, Performance, Advantage, Relevance, Bonding

8. Hershey Kisses chocolate, Adobe Acrobat software, Toyota Camry automobiles are called:

A. Brand MixB. Brand VariantsC. Brand DilutionD. Brand ExtensionE. Brand Association

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

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:

A. Brand MixB. Brand VariantsC. Brand DilutionD. Brand ExtensionE. Brand Association

9. The common roles of brands as part of a portfolio includes the following, except:

A. FlankersB. Cash CowsC. Low-end Entry LevelD. Mid-class StandardE. High-end Prestige

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.

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:

A. FlankersB. Cash CowsC. Low-end Entry LevelD. Mid-class StandardE. High-end Prestige

10. Brand revitalization is necessary in the following situations, except:

A. Changes in consumer tastes and preferences

B. Emergence of new competitors or new technology

C. New development in the marketing environment

D. Negative brand associations linked to competitors

E. Positive associations losing strength or uniqueness

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:

A. Changes in consumer tastes and preferences

B. Emergence of new competitors or new technology

C. New development in the marketing environment

D. Negative brand associations linked to competitors

E. Positive associations losing strength or uniqueness

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