22324524-kotler09-Creating-Brand-Equity

22324524-kotler09-Creating-Brand-Equity - Chapter 9:...

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Chapter 9: Creating Brand Equity GENERAL CONCEPT QUESTIONS Multiple Choice 1. At the heart of a successful brand is ________, backed by creatively designed and executed marketing. a. price b. promotion c. a great product or service d. a great slogan e. a brand concept Answer: c Page: 273 Level of difficulty: Easy 2. The strategic branch management process involves four main steps. Which of the following would NOT be among those steps? a. Measuring consumer brand knowledge. b. Identifying and establishing brand positioning. c. Planning and implementing brand marketing. d. Measuring and interpreting brand performance. e. Growing and sustaining brand value. Answer: a Page: 274 Level of difficulty: Hard 3. The American Marketing Association defines a ________ as “a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.” a. holistic product concept b. product concept c. service concept d. brand e. brand image Answer: d Page: 274 Level of difficulty: Medium 234
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Part 4: Building Strong Brands 4. The earliest signs of branding in Europe were medieval ________ requirement that craftspeople put trademarks on their products to protect themselves and consumers against inferior quality. a. kings’ b. churches’ c. consumers’ d. governments’ e. guilds’ Answer: e Page: 274 Level of difficulty: Medium 5. Consumers learn about brands through ________ and product marketing programs. a. the mass media b. past experiences with the product c. the sales force d. shopping bots e. independent information sources Answer: b Page: 274 Level of difficulty: Medium 6. The world’s strongest brands share common attributes. Which of the following would NOT be among those common attributes? a. The brand that spends the most is the most respected and valued. b. The company monitors sources of brand equity. c. The pricing strategy is based on consumer perceptions of value. d. The brand stays relevant. e. The brand excels at delivering the benefits consumers truly desire. Answer: a Page: 275 Level of difficulty: Hard 7. ________ is endowing products and services with the power of a brand. a. Brand image b. The branding concept c. Branding d. Brand positioning e. Brand partitioning Answer: c Page: 275 Level of difficulty: Easy 8. Brand ________ is the added value endowed to products and services. a. loyalty b. equity c. preference d. satisfaction e. benefits Answer: b Page: 276 Level of difficulty: Medium 235
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Chapter 9: Creating Brand Equity 9. The premise of ________ models is that the power of a brand lies in what customers have seen, read, learned, thought, and felt about the brand over time. a.
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22324524-kotler09-Creating-Brand-Equity - Chapter 9:...

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