A structured approach to assessing the sources and

A structured approach to assessing the sources and outcomes of brand equity and the manner in
which marketing activities create the financial worth of the brand is called ________.
A) the brand value chain
B) the brand portfolio
C) the brand life cycle
D) brand partitioning
E) brand positioning A
Competitive superiority and channel support are factors that influence the ________ multiplier of
the brand value chain.
Clarity, relevance, distinctiveness, and consistency are factors that influence the ________
multiplier of the brand value chain.
________ are a means of understanding where, how much, and in what ways brand value is
being created to facilitate day-to-day decision making.
Brand ________ is the job of estimating the total financial worth of the brand.
A) tracking
B) auditing
C) equity
D) valuation
E) harmonization D
Apple's iPod shuffle is an example of ________.

E) an umbrella brand A
When a firm uses an established brand to introduce a new product, it is called a brand ________.
A parent brand that is associated with multiple products through brand extensions is also called
a(n)________.
The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
A) line extension
B) brand harmonization
C) category extension
D) brand dilution
E) co-branding A
A major advantage of a ________ strategy is that the company does not tie its reputation to the
product.
Starbucks introduced ice creams in the same flavors as the Frappuccinos it sold in its coffee
shops. This is an example of ________.